Stories Render Authenticity

(Keeping it Real to Recruit Students)

WACRAO - Wisconsin Dells - November 2009

Jeff Kallay Experience Evangelist

Take-away:1. We’re craving authenticity

2. Stories render authencity

3. Great experiences are

anchored in stories

Take-away:TargetX Swag Bag

Drop your business card in the

bag to qualify for free stuff

Your Favorite Wisconsin Dells Memory or Story?

Generational Shift

GI Generation (1901-1924)Silent Generation (1925-42)Baby-Boomers (1943-60)Generation X (1961-81)Millennials (1982-2001)

Homeland? (2001-?)

Millennials

Kaitlin Caitlin Kate Lynn

Authenticity and Stories Connect with Millennials

-raised on technology and the web-“want what they want when they want it”

Remember: “We’re craving authenticity”

Brand AnalogyCar

Restaurant Retailer

Bring Back the Love

Marketing Immunity3,000-5,000 Daily Messages

Neurological Blockades

The Persuaders

64%Believe Advertising is “Dishonest” or “Unrealistic”

Consumers 18-65 years old, Ad Age 2006

AuthenticityThe new consumer demand

“We are searching to get agrip on what counts for

people in their personal and business lives.”

Pine and Gilmore’s website

AvailabilityCost

QualityAuthenticity

Quality.No Longer Differentiates

Difficult to Define in Higher Education

Everyone Looks the SameUniversities not being true to themselves (inauthentic)

A “me-too” product development philosophy

Leadership not providing clear vision

1980’s1990’s2000’s

Marketing

Branding

Authenticity

I’m an OK lover, but afterwards I like to snuggle and talk. Me too!

AUTHENTICITY

Brands are Mirrors.

Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.

“I visited and it felt right!”

AuthenticityThe new consumer demand

“America has toxic levelsof inauthenticity.

Time Magazine Report

InauthenticityThat is the fundamental problem with advertising: it’s a phoniness

generating machine.

InauthenticityThe easiest way to be perceived as phony is to advertise things

you are not.

InauthenticityMost higher education marketing

renders inauthenticity!

Honest College Ad - from collegehumor.com

RenderingAuthenticity

“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,

fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”

Know who you areDon’t try to be all things to all people

The Ohio State University

Say who you areDraw a line in the sand

Baylor University

Keep it real

SACAC 2008 Survey of 200+ high school seniors

“I believe that imperfections show character. That's what I was looking for

in a college. A school that seemingly has no flaws during a one hour

information session (or tour) not only stands out negatively, but it comes

off as bland and ordinary.”

Read the complete survey results Password: sacac

Reroute beyond amenitiesDon’t just show the showcase

If you’re afraid to say (or show) it, say (or show) it

Hop on the Cluetrain (talk with, not at)"Markets are conversations.

Markets consist of human beings, not demographic sectors.Conversations among human beings sound human.

They are conducted in a human voice.

University of Texas American University

Champion stories (not statistics)

St. Edward’s University

Building Brand RecognitionHasn’t Been Harder

Don’t think BrandingThink Storytelling

Remember: “Stories render

authenticity”

Storytelling is in our blood

“I am a man, and men are animals who tell stories.” Clive Barker

Stories are how most of us learn

Visual (logo)10%

To the point(headline or

chart)20%

Details(body copy)

20%

Story(photo and

caption)50%

Three type of stories

1. Discovery and coming of age

2. Conflict and resolution

“message from ben and matt”

3. Illustration

Quote

POPStories are Your Point of Proof

Find your stories by asking questions (and by listening)

Ask questions that answer the wants not the needs of

your various audiences

Needs are practical and objective, wants are

irrational and subjective

Needs are practical and objective, wants are irrational and subjective

Ask your students:Why did you choose this school?What did you want from college?

What is your favorite place on campus?What is your favorite memory?

Who best represents your school?Who shouldn’t enroll here?

Tell the truth andkeep it real

Transparency

Differentiation

Connections

Stories

Profiles

Remember: “Great experiences are anchored in

storytelling”

Buy the book and listen on the web

Story Telling ScaleEngagement on 1-10 (highest)

10 our(shared experience)

8 your6 mine4 others

Today the most mostimportant conversation is

not the marketingmonologue but the

dialogue between youraudience

Talk with, not at

You have to give people the tools to create their own stories, memories, and

experiences

Visit StoryCorps

The Participation AgeListen and Observe

Be Transparent

Give up Some Control

Participate Yourself

Take-away:1. We’re craving authenticity

2. Stories render authencity

3. Great experiences are

anchored in stories

Jeff’s Bookshelf

Download Session PDFwww.targetx.com>click “iThink Blog”>Presentation Slides

Stories Render Authenticity

(Keeping it Real to Recruit Students)

WACRAO - Wisconsin Dells - November 2009

Jeff Kallay Experience Evangelist