There is a growing disconnect between how colleges recruit students and how students
search for the right-fit college.
TargetX Vision Statement, 1998
Decline in HS GraduatesCurrent Economic Climate
Change in Parental Generation
New CompetitorsFor Profits
Community CollegesLocal State Schools
>40%Discount Rates
<25%Yield Rates
We ourselves must be the change we want to see in
the world.
Mahatma Gandhi
The Tipping Point
Change Agents
False Hope
Business As Usual
Formula 4 ChangeCampus Culture
Embracing AuthenticityDecisive Leadership
2.Do What You Do Best.Outsource the Rest.
6.Watch Your Language
9.Embrace Urgency
10.Take Away the Chairs
Regularly hire consultantsDifficulty scheduling meetings
Committee to create committeesFrequently missing deadlines
Discussion inward focusedFailures of past stall new ideas
“It’s Ours to Lose”
Stop flirting with me. Stop trying so hard.
Stop killing trees. Answer me. Communicate with me.
TargetX/SACAC Perception Survey, 2009
WebsitesAll about the “how”
(what about the “why”?)
LettersGeneric. Junk. Waste.
(why do you look the same?)
EmailsSpam. Strange. Similar.(talk/respond to me!)
SocialWe’re talking about you
(do you care?)
VisitsBoring. Generic. Impersonal.
(can I see myself here?)
ParentsDramatic Rise in Influence
(do you have a plan?)
Be who you are and say what you feel because those who mind don’t matter and those who
matter don’t mind.
Dr. Seuss
Brands R Mirrors
Know UR DNA
TaglinesInauthentic at Best.
Generic & Weird at Worst.
Stories not Stats.People not Programs.
AuthenticityPeople and the
Stories they Share.
If your institution were a car, restaurant or retail establishment, what would
it be and why?
Ask your students.
Shared Experiences
It’s about control.
Managers manage within paradigms. Leaders lead
between paradigms.
Joel Barker, futurist
We’re in a paradigm shift.(perfect storms force that)
Who is a “decision maker”
in the room?
Decline in Shared Governance
Rise of Corporate Leadership
Committees cannot be held accountable.
Only people can be.
at your deskin meetingswith your teamwith your customersin the bathroom
__%__%__%__%__%
Never doubt that a small group of thoughtful, committed
citizens can change the world. Indeed it is the only thing
that ever has.
Margaret Mead
Talent. Tools. Training.
Share InformationManage DevelopmentRaise Professionalism
Sales
Business
Customers
Generate revenues.Provide a service.Have expenses.Profit (or not).
Smart Phones/LaptopsInternet Access
Student Data (CRM)
Out of Office
Sales & Financial AidCustomer Service
Technology
Don’t chase the tools.Chase the goals.
Howard Kang, BlueFuego
Who is in charge of your social web
strategy?
targetx.com/videos
If your website sucks ...
webpagesthatsuck.comedustyle.net/service_review.php
Me?
Let go.Participate.Integrate.Sustain.
Facebook?Twitter?SMS?
The experienceis the marketing.
Joe Pine & Jim Gilmore
#12005 Arts & Science
71%2007 Eduventures
Top 52009 Noel-Levitz
>90%I visited campus and
it just felt right.
College is an intimate choice.
The Most Common Mistake
There is no college degree in Admissions.
Prioritization.
Creative/Cutevs. Authentic
Call the Office/RegisterPark where they Park
Pee where they Pee Take a real Tour
Never let a good crisisgo to waste.
Rahm Emanuel
Kathy Kurztomorrow morning
Price-vs-PrestigeSelling the Value
Selling to Mom/DadSelling Going AwayCross-Training Staff
$180,000
Institution Actual Cost
Perceived Value
ValueProposition
Your College
1
2
3
4
5
targetx.com/shelfari
If you’re not confused,you’re not paying attention.
Tom Peters
Don’t look to your competition for answers.
Look for immediate action steps. Now!
Take risks. Embrace failure.Let go of control.
Something has changed within me. Something is
not the same. I’m through with playing by the rules of
someone else’s game.
Defying Gravity, from the musical Wicked
Close your eyes ... and leap.
Surround yourself with talented, passionate people.
Thank you for your time.Peace.
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