Authenticity 101How to Be Who You Are

Authenticity 101How to Be Who You Are

Interactive Recruiting Solutions

Email, Blogs, Social NetworksSearch Campaigns, Campus Visits

Student Recruitment Manager (SRM)

1995199619971998199920002001

20022003

2004200520062007

2008

What is “WWW?”

Email Recruiting

Interactive Recruiting

The Experience

Authenticity!

1980’s1990’s2000’s

Marketing

Branding

Authenticity

Brand ConfusionCoke vs. Pepsi

Apple vs. Microsoft

Brand Clarity“for the working professional”

Marketing Immunity3000-5000 Daily Messages

Neurological Blockaides

Brands are Mirrors.

Branding only works when it’s authentic.

WhatYouSay

Who You Are

RealReal

Others MissedOpportunity

FalseAdvertising

AvailabilityCost

QualityAuthenticity

Quality.No Longer Differentiates

Difficult to Define

What Kind of Car?How would your students answer this?

E X E R C I S E

Your tag line.Is it Real/Real? Is it necessary?

E X E R C I S E

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

Consumers 18-65 years old, Ad Age 2006

Millennials +the Internet =_________ ???

GI Generation (83-106)Silent Generation (65-82)Baby-Boomers (47-64)Generation X (26-46)

Millennials (4-25)New Silent Generation (0-3)

When Will the Millennials Arrive?

Born in 1982 Next Generation Rising

Graduate

College

High School

Elementary School

Boomer Parents GenX Parents

Web 2.0

Sharing & ConnectingWeb 2.0 is about making connections & sharing

Thoughts. Pictures. Videos. Places. Products.

ProsumerProducers & Consumer

Content Creators

Social Advertising

Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

FemalesMales

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006

Forrester Research, Inc. 2007 — Groundswell

Forrester Research, Inc. 2007 — Groundswell

Forrester Research, Inc. 2007 — Groundswell

Forrester Research, Inc. 2007 — Groundswell

Social Technographic

Ladder

64%Prefer Website vs. Brochures

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

63%Prefer Email vs. Direct Mail

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

Activity Do WantFinancial Aid Estimator 27% 93%Request Campus Visit 18% 80%Completed RSVP Form 20% 77%Emailed Current Student 13% 71%Read Faculty Blog 16% 72%IM with Admissions 13% 68%Read Student Blog 19% 66%Downloaded Podcast 6% 41%Downloaded Video Podcast 6% 38%Online Chat Event 11% 35%

College Website Activity Discrepancies

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

71%of Prospective Graduate Students use Instant Messaging

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

TakeawayPreference for Electronic Communication

Want Details on Cost and Financial Aid

Desire to Connect with Students and Faculty

Use “New” Communication Tools (Blog & IM)

Recruiting 2.0You are no longer in control

of the conversation.

who, when, what & how

Stories not Stats.People not Programs.

Tell Better StoriesStories not Stats. People not Programs.

Must be real, unique and recent.

Let “them” tell the story!

Can’t be authentic & have editorial control

True IntegrationIn Print > Online > In Person

It’s About Making Authentic Connections.

Stage Authentic ExperiencesRecreate Campus Visits, Receptions and Events

Make them Memorable. Make them Interesting.

Make them Authentic!!

Set the Expectations. Understand Visitor’s Needs.

Customize the Visit When Possible.

Eliminate Negative Cues - Now!

You must design the customer experience or the customer

will design it for you.

Tom Peters

Today the most important conversation

is not the marketing monologue but

the dialogue between your audience.

You can no longer talk at.

You must talk with.

Transparency

Differentiation

Connections

Stories

Profiles

Rethink the BudgetDistribution Print vs. Web, On-Campus vs. Off

Stop the “have to” Activities

Focus on what WILL work - Not what ALWAYS worked

Doesn’t necessarily mean additional funding

Embrace ParentsCollect their Email Address

Collect their Name too!

Have a parent communication plan

Involve them in on-campus events

Host them in online chats, blogs, etc.

Let go.Remember, you’re not in control.

Remember, they don’t trust marketers.

Remember, they are talking about you anyways.

Remember, they want to figure out the truth.

Remember, their parents are talking about you too.

Your Bookshelf

The Knowledge Centerknowledgecenter.targetx.com

Authenticity 101Brian Wm. Niles, CEO