Archive for 'Change'

Focus.

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Anyone who has spent any time with me knows that if I try to do more than one thing at the same time, none of those efforts are done well. I’m probably not too different from most of you. So for me to be effective as a manager or a partner or a father, it’s important that I stay focused on one thing at a time. Multitasking isn’t the ability to do multiple things at the same time. It’s a rapid shifting between multiple things without dedicating quality time to any one thing. The key here is “quality.”

For the first five years of TargetX, we provided our email broadcast tool (now called eXpress) to many industries — higher education, ...

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Where everybody knows your name

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When the CEO of Groupon, Andrew Mason, resigned in February, he shared this tidbit, ”If there’s one piece of wisdom that this simple pilgrim would like to impart upon you: have the courage to start with the customer.” I recognize in higher education using customer as a synonym for student may ignite an interesting debate with faculty. However, the enrollment management side of a given institution will see the merit in the interchangeability of those two nouns.

What Mr. Mason recognized in his exit was this basic concept: retention equals relationship. Groupon’s business model failed to recognize that serving the customers needs (whether good or bad) builds relationships and brand loyalty. Think about your favorite restaurant or coffee place. What is ...

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Render authenticity (Part 2)

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authenticity_erasedIn last week’s Recruitment Minute, Render authenticity (Part 1), I talked about why it is important to render authenticity in your campus visit experience.  In this week’s conclusion, I want to help you understand a few ways you can move that process along on your own campus.

College is a transformative experience.

Most colleges and universities hope to light a spark within their students, encouraging them to spend their lives learning something new, trying something different and striving to be their best. Institutions want students to participate in class, sign up for an internship, study abroad, engage in community service, live in the residence halls — and most importantly — ...

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Into the cloud

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Amazing how quickly things can change in today’s digital world. In a survey of Americans seven months ago, one-third said cloud computing literally has to do with clouds and one-half said that bad weather messes with the cloud. More than half said they don’t ever use the cloud even though it turns out 95 percent of them do. Got Cloud?

Compare that to last month when USA Today, the newspaper that prides itself on giving Americans only what they really need to know, published a testimonial to cloud computing, highlighting how it is revolutionizing corporate computing.

“Cloud computing is exploding and growing faster than a swirling funnel crossing the Oklahoma plains,” wrote ...

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Lessons from the NFL

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As someone who has worked in both the corporate and higher-ed worlds, I have always been impressed with the willingness of admissions officers to share their successes and failures with colleagues. While corporate marketers operate in secrecy as if they’re Cold War operatives, admissions folks stand up at conferences around the country, telling their competitors and anyone else in the room what worked for them this year, even providing details in case people want to replicate their successes while avoiding their stumbles.

There’s an openness and collaborative spirit that makes higher education unique among industries. That’s why it’s intriguing to hear an expert on enrollment policy suggest that colleges follow the model of the National Football League, and establish rules that ...

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Strengths. Space. Success.

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As promised, I am providing you with an update from our staff retreat regarding our Strengths Finder exercise (see the Recruitment Minute “Hide not your talents” from December 14, 2012). We met at JG Domestic in Philadelphia for our annual day-long retreat (next time you’re in the City of Brotherly Love, be certain to pay this Jose Garces restaurant a visit). We began the day with this exercise to kick things off.

As you may recall, the point of Strengths Finder is to determine your natural talents and work to prioritize those, rather than improve weaknesses that will most likely never become your strengths. We first made everyone scramble around the room interviewing co-workers to get ...

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Brand shifts and yield in 2013

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Coming back from holiday break means that it’s time to kick into high gear your accepted student communications, yield events and many conversations with students and parents. It’s the time of year where the conversation shifts and families are getting serious about where they might go to school in the fall. It’s important for admissions (and the rest of campus) to start thinking about what message you want to be sending to those students in order to help them make a final decision.

My colleague Jeff Kallay passed along an article before the holidays, “A Brand Shift for 2013: From Aspiration to Inspiration” by Alan Snitow. It’s an interesting concept that I thought was worth holding onto and sharing at ...

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Real stories of change

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Each month, the TargetX Campus Visit Consulting team has been featuring stories of change from current clients, tips we have learned on campus and/or trends we have seen that impact higher education.

These posts (the “Three T’s: Talks, Tips and Trends”) are designed to illustrate that change takes time and change faces challenges. Campus visit tips can take all forms and the trends we see in our everyday lives impact the visit and the students we are trying to recruit.

When you read the posts, we want you to think about the experiences you have had that shaped the way you approach recruiting students at your school.

This month, Jennifer McLendon of the University of North Texas talks about how ...

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Campus Visit Talk: Jennifer McLendon and University of North Texas

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Each month the Experience Team from TargetX will share with you a Campus Visit Tip or Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with and the places we pull our inspiration from. Here is this month’s “Talk”.

This month’s featured Talk is with:
Jennifer McLendon
Visitor Experience Manager
University of North Texas, Campus Visit Client since 2008

Q: How did you work to create change within your campus visit?

I’ve been the Visitor Experience Manager for my alma mater, the University of North Texas, for over 11 years now. During that ...

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Campus Visit Talk: Brittney Joyce and Furman University

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Each month the Experience Team from TargetX will share with you a Campus Visit Tip, Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with, and the places we pull our inspiration from. Here is this month’s “Talk”.

This month’s featured Talk is with:
Brittney Joyce, M.Ed.
Campus Visit Manager
Furman University, Campus Visit Client since 2009

Q: How did you work to create change within your campus visit?
If I can pinpoint one single thing that I helped to orchestrate that created change for our campus visit, it would be the ...

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NACAC — A gathering of 4,000 extroverts

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This year’s NACAC conference was all about the conversation. At the TargetX booth, in the hotel lobby, over drinks and meals, in the streets of Denver, I learned one thing for certain:

Admissions people like to talk.

Pattie Skrha, Director of Admissions at Baldwin Wallace University, summed it up best when she said, “It’s a gathering of 4,000 extroverts who like to talk!”

Most conversations were about admissions and recruitment. Even better most were optimistic and gave the conference an upbeat tone. Maybe it was Denver’s elevation, maybe it’s that everyone is accepting that things have really changed in the past five years and we’re in a new ...

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Campus Visit Talk: Jodi Bailey and Alfred University

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Welcome to the first of a series of posts related to the Campus Visit! Each month the Experience Team from TargetX will share with you a Campus Visit Tip, Trend and Talk. All of the “three T’s” are designed to give you a bit of insight into the work we do, the people we work with, and the places we pull our inspiration from.

Recognizing that so many of us learn from the stories of others, we want to give you a glimpse inside the experiences of our clients. Each month we will profile one of our campus visit clients with the hopes that you can learn from them and ...

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A president’s perspective

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Coker College’s singular ambition, Redefining Ready, was not intended as an institutional mission. Rather, it was something of a personal mantra for chapter one. It crystalized my work when, just after the college’s 100th anniversary, the Board of Trustees voted to appoint me, an accountant and business school dean, as the school’s 16th president.

Despite the good effort of loyal alumni, faculty and staff, a decade or more of economic decline in South Carolina before I arrived had taken a heavy toll. Enrollment had dipped below 600. Faculty had been asked to teach heavier loads without additional pay. Our athletic teams slumped. Over time, our once-elegant campus, with its wonderful Georgian-style architecture and impeccable landscaping, ...

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Think outside the box

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Here at TargetX, we’re in full Xpert Summit mode (for those of you that don’t know, that’s our annual users group event) so it’s only natural that it would be mentioned in today’s RM.

We’re busy preparing to bring our clients, prospects and friends together next week to discuss trends in higher education, day to day challenges and thinking outside the box.

Many of our presenters are clients, working with our products and services. And while they come from colleges and universities across the nation, they all have one thing in common — they are bringing with them the knowledge and expertise on how to do things differently (why else would we have chosen them to present at our event;) ...

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Time to start asking “why?”

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As admissions professionals, we often go about doing things the same year after year…after year. We continue to do search the same way, we are still producing thousands of full-color glossy view books that we know students throw away, and we are still hosting the same events the way we have done them for years — no matter the outcome.

In today’s market where there are decreasing numbers of high school students, increasing options available after high school, disappearing budgets, reduced staff levels, more demands by your prospective students, more applications and more visitors, it is time to start asking “Why?”

I know it sounds like a simple question to ask but often we get caught up in the ...

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A little less conversation

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Change.

It’s an emotionally charged word in higher education, if not a dirty one.  And it’s been the war cry here at TargetX since day one.

When I joined the company back in 2005, I was quickly immersed into a culture of higher ed professionals trumpeting the need for industry change.  Defects from a world of cushy benefits and questionable accountability, they struck out on their own to become a voice of change in an industry sliding desperately into denial.

Together the team here wrote blog posts and email newsletters outlining how colleges needed to engage a new generation and operate more efficiently.   We spent years speaking at conferences about the impending shifts in technology, generations, demographics and more.  We even created our ...

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Unless.

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“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” – Dr. Seuss

I’ve been doing some research for an upcoming set of conference presentations called “If I ran the zoo (and your admissions office too)” based on the lessons we can learn from the wonderful Dr. Seuss books. My timing couldn’t have been better with the recent release of “The Lorax” in theaters. We had a free Sunday night with my daughter and so it was time to grab some overpriced popcorn and snacks and nestle into our seats for the show.

I left the theater an hour and a half later with my mind racing with ideas to share. ...

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Marketing is the future

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American universities are not the only ones struggling with change these days. Sharply rising tuition and increasing competition from abroad have schools in the UK relying on marketing like never before.

For a higher education system that has hummed along since the 12th century, aggressive marketing was something other industries had to worry about. But that is changing, says Britain’s William Annandale, and he offers five predictions for the future of higher education marketing that may have relevance for those of us in the colonies:

Differentiate or die. “All HEIs [higher education institutions, as they're known in the UK] need to think clearly about their proposition and how they differentiate themselves. Importantly, this should be addressed from the perspective of target audiences: ...

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And the winners are…

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As one of the leading change agents in higher education, Jeff Kallay is always looking for kindred spirits. Especially when it comes time to select winners of the X Award, the annual prize from TargetX that goes to those who did the most to “overthrow dead culture” in college admissions.

Kallay lobbied hard for two of the top private colleges in the South for their innovative approaches to recruitment marketing, and his colleagues at TargetX agreed.

As a result, Saint Leo University in Florida has received the 5th annual X Award in recognition of an institution that has made great strides to overthrow dead culture, the phrase adopted by CEO Brian Wm. Niles to represent the company’s philosophy of modernizing student recruitment.

And ...

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Tracking trends

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Keeping up with what’s happening in higher education is easier said than done. So when articles like Nancy Griesemer’s “15 College Admissions Trends Worth Watching” comes out — it’s perfect for “on-the-go” counselors and directors of admissions.

Griesemer’s 15 trends come from the 2011 State of College Admission report provided by the National Association for College Admission Counseling (NACAC). This collection of data from NACAC, the College Board and the federal government makes up a comprehensive document with significant information about college admissions. Here’s just a sampling of Griesemer’s list and what it means for admissions:

The total number of high school graduates is down.
We’ll continue to see this decline through 2015. Enrollment and retention offices will be working ...

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The pulse of NACAC

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Common themes surfaced as 3,000 plus admissions professionals gathered last week in New Orleans for the annual conference of the National Association for College Admission Counseling. The mood among the crowd was filled with excitement and ideas for change in higher education.

In the midst of the conference action, admissions officers from across the country shared their thoughts with us at the annual iThink event which was held on the exhibit hall floor. We asked our friends and colleagues to complete this phrase — “I think admissions…” — and here’s what attendees had to say:

“Admissions is at a crossroads.” Many factors contributed to this widely used phrase, like the higher ed balance between being market driven and education-oriented, branding versus authenticity ...

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What Mercedes and other auto brands can teach you about your visit experience

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I’m a car guy.

Back in 6th grade I had subscriptions to Road & Track and Car and Driver. My father sold cars and managed dealerships. He used to quiz me on the year, make, and model of cars we passed while driving – by day and by night (Yes, I can identify a car based upon its headlights).

Take a look at the Global Fortune 500 top 25 companies list. It’s inundated with oil and car companies.

So what does all this mean to you in admissions? At TargetX, we always encourage you to look beyond the school up the road for best practices and to look outside of admissions. Car companies are a great place to look for best ...

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This summer I am going to…

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We are just days away from May 1 or May 2 as it might be this year, so I’d like to ask you a question.

What are you doing this summer?

I know thoughts of waves crashing and fruity frozen drinks with the warm sun shining might be the last things from your mind.  This is crunch time in the world of admissions.  Either you are holding your breath for the dust to settle on your class, or you are still running around trying to figure out how you are going to fill your class by the fall.  Maybe you should keep one eye on this year’s class and start focusing the other on May 2012.

It’s amazing to me how the summer ...

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Change is coming

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Do you find yourself mumbling, “Things have got to change around here,” as you try to make sense of the increasingly competitive world of student recruiting? You’re not alone. Some of the leading thinkers and practitioners in college admissions are coming together next week to talk about change.

More specifically, the three-day event in Los Angeles will address “how to change the conversation and action surrounding admissions polices and practices,” according to the organizers at the Center for Enrollment Research, Policy and Practice at the University of Southern California.

While there’s a strong scholarly tone to many of the scheduled sessions — such as “The Social Purpose of Sorting: An Economic Case” — it also seems that presenters and panelists intend to ...

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He wrote the book

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After years of hearing from colleagues, clients and competitors that he should write a book on student recruiting, Brian Niles has published a sobering look at the challenges faced by college admissions and an energizing set of solutions.

Entitled Overthrowing Dead Culture: A Vision to Change the World of College Recruiting, Niles offers what he calls “a familiar story of how combining business basics with innovation can lead to success — and a way to help the college admissions culture break away from the past.”

This need to break from the past is a central theme of the book and served as its catalyst. Niles, the nation’s leading authority on interactive recruiting in higher education, decided it was time to write the ...

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