WACRAO Stories 2009
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Stories Render Authenticity (Keeping it Real to Recruit Students) WACRAO - Wisconsin Dells - November 2009 Jeff Kallay Experience Evangelist
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From the 2009 Conference in the Wisconsin Dells
Transcript of WACRAO Stories 2009
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!
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
