HOSTED BY

2

ABOUT THE NEW & NEXT SERIES

The New & Next series focuses on innovation in higher education featuring guest speakers from thought leaders in our industry and beyond.

Sessions are designed to spark new and next discussions around the topics outlined each semester. The Fall 2016 series zeroes in on space and people. Topics of discussion include creative use of space on college campuses, architecture and design for new buildings and executive leadership and recruitment.

Fall 2016 New & Next Series Schedule:Thursday, October 20: Jay Sharman, CEO, of TeamWorks Media

“The Modern Campus: Utilizing Space to Tell Your Story”Thursday, November 17: Craig Cassell, Executive Director, Cushman & Wakefield

“Architecture & The Student Experience”Wednesday, December 15: Korn Ferry, Managing Principal, Julie Staggs

“Four Dimensions of Leadership and Talent”

3

YOUR PRESENTER TODAY

TeamWorks Media helps clients bring their brand to life – online, onsite and on-air - through emotionally engaging storytelling at scale.

TeamWorks’ client list includes Big Ten Conference, the Big Ten Network, as well as more than 15 colleges and universities, the Bank of America Chicago Marathon, PBS, and the National Baseball Hall of Fame. 

StoriedU is TeamWorks’ online community for higher education admissions, advancement and marketing professionals. Follow @StoriedU on twitter for the latest trends, best practices and case studies from industry leaders.

Jay SharmanCEO, TeamWorks Media

Jay Sharman is the CEO and founder of TeamWorks Media, a purpose-driven content marketing company that specializes in a number of verticals including higher education institutions and museums.

Presenter photo cropped to

2.25” x 2.25”

How Brand Storytelling in your Facilities can be a Multi-Audience Differentiator

THE MODERN CAMPUS

5

Your Buildings are Opportunities

• Start thinking of your buildings as a new marketing channel

• Buildings are opportunities to tell your brand story to engaged audiences

• Consider these stats from a StoriedU prospect survey:

• We’ll show you how to approach branding your buildings and which institutions are doing it well and how all stakeholders can benefit

• Case studies, case studies and more case studies!!!

6

Example: Engaging Prospects in a Welcome Center

“Facilities offer unique opportunities to fully immerse audiences in your institution’s message. These spaces allow you to articulate your stories and engage users with unique content.”

7

Benefits to branding your buildings

• Differentiation (from other universities)› Nearly 30% of prospects visit more than 8 campuses in person

• Customization (to multiple audiences)› What information a prospect might find important might not be interesting to

a donor, prospective faculty member or alumnus› Ability to serve strategic content to specific audiences

• Measurability (real-time ability to adjust messaging based on what works)› Big picture goals – how will you measure success of this building?› Analytics on your content helps you understand which stories are resonating

with your audiences

8

How do I do this?

• We’ll use welcome centers as our model – but this works for student centers, athletic centers, business schools, etc.

• How to strategically approach your buildings – the 5Ws.› Who do you want to reach?› What messages should they absorb?› When are your messages best communicated?› Where will they consume your content?› Why should they care?

9

Who do you want to reach?

• What potential audiences could be using this facility?› Prospects› Prospects’ families› Current Students› Existing faculty› Prospective Faculty› Alumni› Guests of the university› Donors (who will likely be one of the above)

• Each section of your space should deliver on at least one of the following:› Building awareness› Increasing affinity› Enticing engagement

10

What messages should they absorb?

• Create a mix of these narratives:› Intellectual – the rational

approach to differentiation

› Emotional – the “feel-good” connection between your audiences and your university

› Institutional – foundational elements of your school

› Ambient – subtle aesthetic that creates a mood and feeling

11

When are your messages best communicated?

• First consider:› Audience type› Visitor behavior› Time commitment› Engagement level› Flexibility› Ability to day-part

• Examples:› Who’s in your visitor center at different times

throughout the day?› How long are they waiting?› Do you hold other events in your visitor

center?› Who do you want to use your visitor center?› Do physical items need to be moveable – i.e.

large area for cocktail tables, presentation seating, etc.?

12

Where will they consume your content?

• Consider: › Flow – where do you WANT

them bottlenecking / passing through quickly?

› Narrative arc – How does the flow of people affect how they absorb your story?

• Example: › In one of our client’s hallways

we designed static solutions because they needed to move a vast quantity of people through it quickly

13

Why should they care?

• Make it about them› Style and substance› Customization

• Examples:› Custom content for parents, custom content for faculty, etc. › Self-selection into topics that interest the visitor

14

Who’s doing this well?

Clarkson University’s Student Center features a customizable micro-tile display that creates a place for students to connect with each other. Students can use the display to watch TV together, or plug in their own devices to tailor their content even further.

The university uses the space to show presentations, lectures, and even skype with their president here.

For current students

15

Northwestern University

To prospective studentsNorthwestern University brings their university story to life in their admissions presentation with original content and a presentation that can be customized in real-time for the audience.

16

Big Ten Experience

The Big Ten Conference’s headquarters features content that emotionally engages alumni with handwritten letters from the universities’ most prominent alumni detailing their college memories.

To alumni

17

UC – Davis School of Law

UC – Davis’ School of Law features an interactive faculty display allowing visitors the opportunity to connect with the faculty and learn about their backgrounds.

To faculty

18

University of Oregon

The university shows off customized content in their state of the art Alumni Center. With moveable displays, the university also has the ability to change layouts and update content based on what event or group will be hosted in the space.

To donors

19

TAKE AWAYS

• Your buildings are marketing channels› Approach them with the strategy that you would with any marketing

campaign

• These buildings play host to targeted groups› If you ignore your facilities, you are leaving an opportunity to connect with

prospects, families, alumni, donors, etc. on the table

• Use these opportunities to convert highly engaged audiences› Targeted content produced for each type of visitor will make your institution

memorable, creating an opportunity to turn a passive supporter into an active promoter

Jay Sharman @_JaySharmanJay@teamworksmedia.com @StoriedU

Thank you!

Omni Rancho Las Palmas | Palm Springs, California

February 21-24, 2017

Graduate | Adult Learners | Undergraduate

REGISTER NOWconvergeconsulting.org/converge2017

HOSTED BY convergeconsulting.org

THANK YOU