Archive for 'Experience'

A student’s perspective

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Applying to college has been a big part of my life for the past year and a half. It is an extremely important process for someone my age, looking ahead to where I’ll spend the next four years. But it’s definitely a process that could use some work! Here are some of the things I experienced, that I thought might be valuable to share with you.images

I think simplifying applications would be beneficial to all colleges (and helpful to the students who are applying). Sometimes, when completing applications, I felt like the information that was being asked of me was a little too personal.

The fees associated with certain schools’ applications was ...

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Let’s get visual

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I consider myself a “visual” learner. Draw out my thoughts on a whiteboard, watch a video tutorial, type out my weekly tasks in Evernote. So I wasn’t surprised to see Fast Company’s article “Fast Talk: The Visual Shift” — where industry experts were asked to weigh in on how businesses can adapt to our image-obsessed culture.

Experts from retail, news, government and more shared tips on how to infuse more imagery in your user and online experience, and they had some valid points that translated well to higher ed.

The Creative Visionary: Joe Stewart, partner and global creative director at Huge
“Consumers expect the same level of quality and service from digital that they would get in a store,” says ...

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Do you have a Millennial problem?

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Even though I’m a proud card-carrying member of Generation X, I’ve grown to love and understand Millennials. But according to Advertising Age magazine, they don’t love McDonald’s, a brand to which I was extremely loyal in my youth. Ronald McDonald

As children during the 1960′s, we viewed McDonald’s as a rare treat. But as teenagers in the 70′s and 80′s, its Golden Arches drew us like moths to a flame. It was the place to gather after most high school and church youth group activities. It was for many in our generation, a home (with a red Mansard roof) away from home.

Well, times have changed. A recent article in Ad Age reveals ...

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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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Render authenticity (Part 1)

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be-authenticIt’s that time of year. The ball is no longer in your court. Your accepted students are in control and they decide which institution they attend next fall. It’s time for you to get real, ditch the script, and connect with your best-fit students.

Authenticity. It’s a topic mentioned both directly and indirectly in higher education circles and in articles talking about ways to get the most from your college visit experience. However, it isn’t always the easiest subject for campuses to wrap their head around, especially this time of year.

Admissions leadership is constantly forced into a corner, thinking “Ok, accepted student, I know you want to see what is real, ...

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Have you seen the restrooms?

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Do you have a driving route that you normally take for family vacations? One where you know all the proper places to stop and use the restroom? For example — my family stops at the Dunkin’ Donuts before we get on the NY Thruway.

We have all had moments with friends or family where they need to use the facilities and we say “Wait. Don’t go here, the bathrooms are gross, wait until we get to the next place, the restrooms are cleaner.” Clean restrooms are such a priority for people that a close friend of mine recently introduced me to the iPhone app, “Where to Wee.” The ...

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Campus engagement pays off

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Within higher education’s increasingly competitive environment, admissions counselors are well aware that their outreach involves not simply providing reliable information, but the responsibility to actively seek students who will succeed at their institutions.

Even so, while pressure mounts for counselors to produce numbers (visits, applications, etc.), the most talented representatives will look beyond standard drivers to find creative ways to demonstrate what words can only describe.  For example, the claim that college is a time to explore, learn and create, and that “College X” knows how to support students throughout the process is, at best, a promise.  Easily made, easily broken, and not particularly memorable.

If college is about learning, then we believe that the admissions process ought to be about learning, ...

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Campus Visit Tip: Reveal Outcomes

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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 “Tip”.

Reveal Outcomes

Open up a newspaper and you are bound to see an article that questions the value of higher education. Heck, this morning on the Today Show there was an entire segment on it. The articles and stories all ask the question “is college still worth it?”. It is the question on the minds of most families as they come to campus for a visit or ...

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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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Campus tours and the Gilligan’s Island dilemma

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As the “Token Millennial” in the TargetX office, I’d like to put you in a young adult’s shoes for a minute.

Imagine that you’re 22-years-old, getting ready to take a new job and moving from Vermont to Georgia. After discussing it with your family (and posting it on Facebook of course), what is the first thing you do?

You MapQuest it.

You want to see just how long it will take mom and dad to get to you if you need them. The results? 17.5 hours and 1067 miles, minimum. I guess if you need them you better plan ahead — no more weekend trips home to do laundry.

You’re ...

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It’s all about the experience

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As I was flying home from TargetX’s annual Xpert Summit last week, a light went off above me. I wish I could say it was some great idea; however, it was our plane getting hit by lightning. Many of us have been through some pretty strong turbulence, but that was the first time I experienced rolling side-to-side.

My mind flashed to my kids, but I was quickly brought back to the moment when the young man next to me jerked his head to look at me with fear in his eyes, that I’m pretty sure read, “Help me, Mommy!” Now you may think I was shot back to reality by his fear…it was actually the fact that he looked ...

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It's all about the experience!

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In 1999, I read a review of the groundbreaking text, “The Experience Economy: Work is Theatre and Every Business a Stage” by Joe Pine and Jim Gilmore. Finally someone so intelligently explained what I always believed about business: it’s not what you say or do, but how you make people feel.

With The Experience Economy as our blueprint, TargetX Campus Visit Consulting began six years ago this month. Our first client was Rider University. Since then we’ve taken thousands of campus tours and worked with hundreds of colleges across the country to help them stage authentic, engaging and memorable campus visits designed to connect with more best-fit students and help reach enrollment goals.

An updated edition of the book has just been ...

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Capital University's mascot does the chicken dance, GTL and a Jedi Challenge to help yield students

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Seems like almost every college, the media, students, and parents are all stressing about yield and deposits.

But the folks at Capital University are having some fun in all the madness.

Their Mascot Mayhem video site is adding some levity to the “May”hem as deposit time approaches. Accepted students are invited to visit a special URL – www.mascotmayhem.capital.edu – where they can use their student ID number to request Capital University’s mascot, Cappie the Crusader, to “Make Some Mayhem.”

Prospective students have come up with a Jersey-style GTL (Gym, Tan, Laundry) routine, a chicken dance, and a Jedi challenge.  The mascot goes out on campus (revealing more of the campus and community) and a quick video is made of the ...

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Waiting for the Dead Poets Society Moment

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They come in all different sizes and all different levels of content.  Some give a specific route, others just a mandate on what to show.  Some give facts and figures (there are 1,314,649 books in the library), others read like a Hollywood script.  I am talking about the beloved tour guide training manual.

I wonder what the norm is for this manual?

After searching high and low, and talking to several schools, I have found one that is challenging the norm: Alfred University. They aren’t even calling it a manual, but rather a Reference Guide. Only a few pages long, it has information for the guides to reference – expectations, the tour route, a brief history of the buildings, list ...

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New Year's Resolutions to Improve the Campus Visit

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Happy New Year!!!

Now that the decorations are down (maybe) and the sleep deprivation from being forced to stay awake until midnight has subsided (not really), it is time to think about 2011.  I know that some of you spent New Year’s Day thinking about your personal resolutions. Maybe you want to lose weight, watch what you eat (I am limiting myself to one Twix bar per week out of the snack basket on the plane), be more organized, or respond to emails in a more timely manner.  No matter what your personal resolutions are, I think you should add three more to the list.  These resolutions will help you improve the ever-important campus visit.  Call this your list of work ...

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Baldwin-Wallace College now includes van ride during campus visit experience

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beevan

August and September are hectic times for our consulting campus visit team members. Trent Gilbert, Emily Welsh and I are crisscrossing the country conducting ambassador/tour guide training and checking the status of campus visit improvements at many clients.

But it’s also one of the most rewarding times. Besides having the opportunity to inspire student guides to be master storytellers, render authenticity and have fun, we get to see the progress consulting campus visit clients are making based upon our recommendations.

Recently Baldwin-Wallace College in NE Ohio implemented a walking-riding tour. BWC has a unique physicality because it’s the merger of two campuses (Baldwin and Wallace Colleges) and a third campus ...

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Customer service is key

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Customer service can go a long way.

We often hear that today’s economic environment has affected the enrollment at colleges and universities across the nation. Institutions have become hyper-concerned with financial aid packages, tuition discounts and meeting students monetary needs.

But let’s not forget to tap into the other consumer senses, especially the experience they have with your institution and their main link to campus right now — the admissions office. While price is a key component in college choice, prospective families’ attitudes toward your institution and the experience provided to them is just as critical.

AdWeek reports on a survey conducted by American Express, that identifies customer service as “still important to consumers in this economy.” Not only does it affect their ...

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York College of Pennsylvania – Campus visit makes front cover of their magazine

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When prospective consulting clients ask us what we do, or what they get specific to the campus visit, the answer is often big picture. We make the campus visit a top priority within admissions and ultimately campus wide. We help our clients fight the fight for the campus visit at their school.

Lately Trent Gilbert, TargetX’s CXO, Chief eXperience Officer, and I have been receiving a number of emails from consulting clients about improvements to their campus visit since working with us. That’s really the ultimate in satisfaction.

Recently, our clients at York College of Pennsylvania; Steve Neitz, Assistant Dean for Enrollment Management and Nancy Spataro, Director of Admissions sent us both electronic and printed hard copies of the ...

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Appeal on an emotional level

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Colleges and universities need to appeal to prospects on an emotional level through storytelling and the campus experience to engage best-fit students.

The recession has made consumers think differently about how they shop, buy and — in higher education — choose a college. Adweek Research writer Mark Dolliver states, consumers want good value for their money; while rational sales pitches and practical benefits have ruled the school of thought for decades, a shift is necessary to more emotional appeals. The same is true for higher education.

Dolliver reviews the results from a survey of client-side marketers conducted by the Association of National Advertisers and they reveal that emotional benefits should be more balanced with the rational/functional benefits. Marketers see the need for ...

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A Makeover in California

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No, I am not going to talk about the latest spa treatment in Hollywood, or am I going to share with you who met who at the club in Santa Monica. I will leave hardcore reporting like that for all those magazines you find at the grocery store check-out.

I want to share with you an experience from my travel through the Los Angeles Airport (LAX) last week.   This is an airport that I have been in at least a hundred times in my life.  This trip through LAX was different, though. Upon landing at LAX, I was caught off guard by a change of the flow of traffic since my last visit.  I was inquisitive about the change.  Then I ...

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Unique is not enough

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There are important lessons to be learned in an article on the campus visit by U.S. News & World Report, but not necessarily the ones reporter Rebecca Kern intended.

When she first interviewed experience experts Jeff Kallay and Trent Gilbert, she was looking for the outlandish. She had heard about schools that incorporate boats, monorails and golf carts into the campus tour, and she wanted to pick their brains to help identify the most unusual examples.

But Kallay and Gilbert quickly convinced the reporter that adding offbeat elements to the tour doesn’t work unless they’re authentic to the school. For example, Alfred University unveiled a unique “conference” bike that allows seven people to pedal around the hilly New York campus while sitting ...

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How Millennial Are You?

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millennials-quiz-logo-medium

Brian Niles, TargetX CEO sent me this Pew Internet Quiz – shockingly as a bitter GenXer I scored 92 out of 100! But I took it when I hadn’t had coffee and took it again when I was more alert and lucid–scored a solid 62!

So take the quick survey and find out “How Millennial Are You?” and post your score if you’re brave. And don’t worry you’re special just like a Millennial!

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A pause to refresh

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Do you know about TED?  TED’s mission is to give knowledge-seekers around the globe direct access to the world’s greatest thinkers and teachers. And they do!  TED charges the most fascinating people to give the talk of their lives in 18ish minutes.

Here’s how a New York Times Magazine writer describes Ted:

“Oh why oh why have I been bingeing on TED talks again? I promised myself I would quit watching the ecstatic series of head-rush disquisitions, available online, from violinists, political prisoners, brain scientists, novelists and Bill Clinton. But I can’t. Each hortatory TED talk starts with a bang and keeps banging till it explodes in fireworks. How can I shut it off? The speakers seem fevered, possessed, Pentecostal. ...

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Smart Signature Moments and Memorabilia

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Two of the tenets of The Experience Economy are Signature Moments (think throwing a coin in the Fountain Trevi in Rome and having your photo made with Mickey Mouse at a Disney park).

Recently I’ve come across three really great ones:

San Francisco Zoo

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Created posters with various animals parts, guest stand in front of them and they take photos where it appears they have wings, antlers and other animal parts. And as reported in Advertising Age, they’ve created an online gallery for guests to upload them and share. As put them out on city bus shelters as part of an award wining outdoor ad campaign.

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New visitor spaces at University of Akron and Kennesaw State University

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Nothing makes me happy like change on a client campus!

Last week Trent Gilbert, our Experience Evaluator, and I attended the “reveal” ceremony of Kennesaw State’s Insight Room. This is the room where they host their guests and conduct the information session. Along with a long list of improvements to the visitor experience and tour, KSU had created a one-of-a-kind mural. It’s from the perspective of standing on the center green of campus and reveals many traditions. It’s also a provides storytelling talking points for presenters. It’s got great energy and has transformed a boring stale corporate room, into one with a fun, collegiate feel.

KSU Insight Room Before

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KSU Insight Room ...

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