Finding Your School’s DNA
Jeff Kallay, TargetX
Your DNA isn’t your Brand
It’s much simpler
Your DNA is the authentic
sense of selfThat connects with more best fit students
Authenticity
“We are searching to get agrip on what counts for
people in their personal and business lives.”
Pine and Gilmore’s website
1980’s1990’s2010’s
Marketing
Branding
Authenticity
History of Higher Education Recruiting Trends
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
Brands are Mirrors.
Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
The MirrorExercise
Take a deep cleansing breath1. Look in the mirror
2. Write down five words that describe you3. Look in the mirror again
4. Write down five words that describe you on a good day
Now think about your school1. What students would you replicate?
2. Write down their names3. Write down adjectives and adverbs that
describe them4. Pick Two - create a hybrid baby
Edit your words1. Come up with five words that describe
your hybrid baby2. Write them down on a separate piece of paper
3. There’s your DNA4. Does your marketing “reflect” it?
Your DNA1. These words should be the filter with which
all recruitment marketing touchpoints2. Be authentic to it
3. Own it
“Average Students Thrive Here”
VulnerabilityVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.
“Vulnerability is often seen as a weakness; it's actually a sign of strength. People who are genuinely open and transparent prove that they have the confidence and self-esteem to allow others to see them as they really are, warts and all. There's something undeniably magnetic about people who can do that.” Businessweek
Keep It RealVulnerability isn't a word that shows up on lists of ingredients for business success. Here's why it should: Without the willingness and ability to be vulnerable, we simply can't build deep and lasting relationships in business and, come to think of it, life.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
Finding Your School’s DNA
Jeff Kallay, TargetX
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