HighEdWeb2008 Conference: Infinite Solutions

Session Details

Authenticity 101: Redefining College Marketing

MMP1 Marketing, Management, and Professional Development Track

Plaster Student Union Ballroom East


Authenticity: it's the new buzzword in marketing, and it's especially critical when attempting to recruit today's hype-averse students. The millennial generation wants to know the real you -- blemishes and all. That means being less of a control freak, learning to find and tell good stories, being comfortable with student-generated content, using tools like blogs and social networks more effectively, identifying the intangibles that differentiate you from your competitors, and other practices that help students decide if your school is truly the right fit for them. This session will show you how to add authenticity to everything you communicate online.


Jeff Kallay
Experience Evangelist, TargetX

Jeff Kallay is one of the more provocative and entertaining voices in higher education marketing today. One of his many areas of expertise is the emerging experience economy and how it relates to the top two influencers in a prospective student's decision to apply: the college website and the campus visit, which he has studied in depth. Jeff has become a leading authority on the little things that go a long way in improving these experiences.

He is higher education’s first Experience Evangelist, and focuses on the critical role of face-to-face interaction, especially campus tours and other in-person events. He has a great talent for helping people think creatively to stage memorable and authentic events.