MMP1: Authenticity 101: Redefining College Marketing

Jeff Kallay, Experience Evangelist, TargetX


The audio for this podcast can be downloaded at http://highedweb.org/2008/presentations/mmp1.mp3


[Intro Music]

Announcer: You’re listening to one in a series of presentations from the 2008 HighEdWeb Conference in Springfield, Missouri.

Jeff Kallay: You came to this session because you’re in the marketing track or the title fascinated you. Yes, okay. All right.

I’m Jeff Kallay. I’m with TargetX. Brian Niles our CEO presented here last year. He couldn’t make it this year but I’m thrilled to be here. Do not let my title freak you out. When I go to certain parts of the country that term “Evangelists” scares people. I’m pretty much as far from being an Evangelist as one can get if you know then you would know that.

I got a lot I’m going to cover this morning so I really just want to kind of dive into it. My area of expertise is really about this thing called the Experienced Economy and my remote is not working. So we’ll do it the old fashioned way. My area of expertise is on the Campus Visit Experience and I enhance it with the campus with the Web Experience.

So I’m going to try draw from that and make it relevant to all of you because I know many of you wear a lot of hats. So most people in today’s market place in Higher Ed are tuition driven and you’ve got to recruit students and I know the session right after this something like that has been a deal with admissions and admissions wants the main part in your home page. So hopefully I can set up broader picture. But always try to train tour guides to set the expectation.

 I want to talk to you a little bit about what we think was going on in Higher Ed. Talk about this thing “Authenticity.” A lot of what I’m going to pull is absolute from this book by the name, Authenticity by our good friends Joe Pine and Jim Gilmore. I’m given away this coffee and there’s a white gift bag floating around somewhere. If you haven’t dropped your business card in it please do so. There are some handouts right over here on this front table, the handout did not make it and I apologize

So I’m going to explain what this thing Authenticity is and then I’ll give you some example of how we render Authenticity and then have some questions and answer. I’ve got a lot I have to cover in 45 minutes. So I’m going to do this the old fashioned way because the remote is not working.

Two weeks ago at the National Association of College Admissions Counseling in Seattle TargetX held a session called the I Thing. We had about 150 deans, directors, and vice-presidents of enrolment come. And we were trying to project where is admissions marketing is going. And it’s quite interesting we held it in the Seattle … and the Washington Mutual Foundation room and it was the same day that Washington Mutual was reseized and sold by the FDIC and all the deans are trying to figure out okay well how much students is going to pay to go to school and get loans. In TargetX we’ve been through some factors that going to hit Higher Ed really hard, okay.

Number one is you’re going to see a decline in the Millennial Market the traditional age college student. Number two, the economic milleu, I don’t need to talk about that, we don’t know what’s going on. There’s an enormous amount of press coverage about Higher Education particularly on the web. And we’re beginning to see a shift from the boom or helicopter parent to the very stealthy GenX parent, okay.

That parent they going to not hear them coming. They’re going to hit your campus once lay waste the devastation and fly off. So all of these factors are affecting Higher Education Marketing and we think Authenticity is the way to cut through the crap and the clutter. All right, you need to read this book. I’m going to give this one away, add it to your booklist, all right. But my good friends Joe Pine and Jim Gilmore, they also wrote the book the Experienced Economy worked every job to stay Harvard Business School Press.

What Pine and Gilmore basically say is that we are all asserting to get a grip on what counts on our personal business lives. And what that truly is, is actually being real. Now in March of 2008, Time Magazine listed this book as one of the “10 Ideas that are Changing the World”. I’ve got this presentation in a PDF, you guys can download it, all the links are in there, and it will take you to the presentation, ok. So here is this thing come in to talk Authenticity but what does it really mean to Higher Education? 

I think for an industry that’s about truth and light, Authenticity evades most colleges and universities, ok. Most colleges and universities are guilty of rendering inauthenticity. What Pine and Gilmore say has hop stick inauthenticity. If I was asked you what’s the most inauthentic thing your college does in its marketing efforts, anyone brave enough to answer that? Yes.

Audience: The experience is from the admission staff is not the same customer service they received once they are current students.

Jay Kallay: Yeah, that’s basic switch going on there. What can I put you on the spot and school?

Audience: University of Charleston in West Virginia.

Jay Kallay: Okay, anyone else? Your campus is guilty of rendering something that’s inauthentic. You’re saying one thing but really doing another. Ok, well it’s getting so bad that now the press is hopping on board.

You know 10 years ago, when Millennial is starting going off to college the press started recording about the admissions marketing effort. And now you’re beginning to see the press question a lot of it particularly the campus visit. Saying that most campus visits are full of stents, the grass is always green, the sun always shines and it’s not very real so don’t waste your time to spend $4 a gallon of gas to go up and visit a campus because it’s not real. The school is rendering inauthenticity, all right? 

So before we can begin authentic, we have to think about what we’re doing that’s rendering inauthenticity. I think

[Laughter]

Inauthenticity is getting so bad we’re seeing this phenomenal rise of franks being up on YouTube particularly about the campus visit. Colorado University in the room? Ok, have you seen this video?

Ok, this is awesome. How many of you saw a Drinking Time with Dartmouth College that kind of started it when they played this prank on a group of tourists. And then University of Virginia has Drinking Time and now Colorado University franks a campus tour. And we’re just going to watch a little bit of it a little quickly.

Because what’s great about this is that the current students know that you’re being inauthentic in your marketing efforts and because they can’t post on YouTube they’re pranking campus tours and putting it up on YouTube.

As an actual tour guide.

[Laughter]

That we got tied that they actually play 10 friends on this one tour and this one tour guide.

[Laughter]

And there is the door. Then they go in to a model to our room and a guy is passed out in it.

[Laughter]

And he just kind of randomly weighs off with the group there. And she just goes into her script.

[Laughter]

And then they have another chase scene. A guy comes there on scooters, the gorillas on a scooter. One girl actually pees her pants. They bring a guy out.

[Laughter]

They all run onboard the buffalo by the horns. Okay.

Alright, so you get the picture. College students know when you’re being pony or inauthentic with them and so do perspective students, all right. This is not working. All right, basically here’s where we’re going guys. In the 1980’s also when the baby boomer generation died up and we didn’t have enough people on our beds and dormitory rooms, colleges embrace marketing.

Before that Higher Ed really didn’t do marketing. You pretty much have a catalog and a letter of acceptance or denial and that was marketing. Then all the sudden we had to get really aggressive about marketing because most of us are tuition driven. So we had to fill our residence hall and our beds, right?

Then in the 90’s, companies come off and they start talking about branding. What’s your brand and everyone’s got to have a brand. Brand, brand, brand, brand, brand, and you get a new president and he takes you on a branding initiative and what’s your brand, right? Well, what we predict is that now you’re going to be hearing more and more about the term Authenticity, ok?

So I think most people in this room know what authenticity is. TargetX emailed me say all right, in the persuasion industries Brian Niles emailed me this it goes, “okay Jeff, what is this authenticity thing?” So here’s a couple and this explains what authenticity is. Marketing is basically where the guy says “I’m a great lover.” Ok, that’s marketing right?

Public relations is where a third party says “Trust me, he’s a great lover.” Advertising just shouts at you and says, “I’m a great lover. I’m a great lover. I’m a great lover.” Right? And branding has the persons says, “I understand you’re great lover”.

So what is Authenticity? Authenticity is basically where the guy says, “I’m an okay lover but afterwards I like just not go on talk and she says, “me too.” Okay? It’s been completely real and honest. We’re looking forward to the one school that’s going to step up and say, “Average students strive here,” okay? It’s been completely real and honest with who you are and pay the school, ok.

Here is the reality. I tour five to seven campuses a week and I talk to all of your students and I ask them, “Why did you choose this school?” 99% of them say “I visited and it felt right.” In today’s hyper capitalistic consumption society brands are mirrors. Ok? A lot of schools are holding up mirrors that are dirty and foggy and smoggy and are not truly reflective of what your school is and then students come and it isn’t what you market it to be and the they leave so we don’t retain them.

We all vote with our dollars based upon conforming self image and authenticity happens within us. Coke drinkers versus Pepsi raise the hand. Who prefers Coke? Okay. Who prefers Pepsi? Okay

Why do you prefer Pepsi?

Audience: I don’t know, I just like it.

Jeff Kallay:  How do you feel if you’re flying in an airline and they’re serving you Coke? Yeah, okay.

[Laughter]

All right.

This is a good one Wal-Mart versus Target. Who prefers Target over Wal-Mart? Okay and why do we prefer Target over Wal-Mart?

[Cross-talk]

I’m sorry, it’s prettier. What else?

[Laughter]

Wal-Mart is equal. Okay, right?

How about this one? Apple versus Microsoft, who’s for Apple. Who’s on the Apple fan? Okay. Why don’t we have our Apple?

Audience: They work better.

Jeff Kallay: They work better? Okay. You feel superior when you have that versus someone who has a Dell.

[Laughter]

So at the core most marketing and advertising renders inauthenticity, okay. It’s a phoniness generating machine. College websites, college yearbooks, you know the photography are completely pony, right? African American kid, Asian kid, Latino kid, white kid, all of the backpacks standing in front of the building. You never ever see that happening on your college campus, right?

This gets a little complex and this is getting into what Pine and Gilmore say. But basically this is the deal I’m having trouble with my Mac. Okay. Being real-real means knowing who you are and saying what you are and being who you are. That’s being in the world of real-real, okay? And there’s a whole breakdown of this matrix grid that I’ll provide to you online, okay?

Real-real is what it says it is and is true to self. Is your website real-real? Is it what it says your institution is and is it true to self, okay. The easiest way to be perceived is the pony is to advertise the things you are not, okay all right.

So let’s talk about your tag line. You have pieces of pen and paper out, okay. Write down your tag line. Your school’s tag line, your branding motto, whatever your current branding initiative is, write it down and ask yourself is it real-real? Is it who you are and if does it say what you are? And this is even unnecessary.

All right, any volunteers who want to share? Yes, your name and school?

Audience: John. Connecting learning life in community.

Jeff Kallay: Okay, and…

Audience:  I mean I think the college admissions services try to do that but honestly it’s not necessary.

Jeff Kallay: All colleges kind of do that.

Audience: ...all plans from break plans and services…

Audience: Experience at first hand.

Jeff Kallay: Name and school. Experience it First Hand.

Audience: Yes

Jeff Kallay: Is it there any problem?

Audience: Short problem

Jeff Kallay: Is it real-real?

Audience: I don't know. The experience in first hand is talking about the student the program.

[Cross-talk]

Audience: It’s kind of new but sometime when I meet students they complain about helping them up what to do when you’re working and…

Jeff Kallay: Okay, very good. Alright, Millennials. In our average day you’re assaulted by 3,000 to 5,000 marketing messages a day. Think about your day, traditional advertising and marketing does not work. We actually have a biological function called a “schism”, okay. Its part of our neurological system that is helping us manage being assaulted by marketing.

All right, if we are a Coke drinker and we see a Pepsi ad schism removes it from our brain, all right? It’s part of the evolutionary process of how we are fighting Hyper-Capitalism. This is a great article, an ad age article that says 64% of us believe that advertising and marketing is dishonest or unrealistic, okay.

We use to buy based upon availability. Then we started buying based upon cost. Then we started buying based upon quality and then now we are saying we’re moving to authenticity. Here’s the deal. How do you differentiate quality in today’s Higher Ed  landscape?

Everyone puts a ranking slot, everyone’s got a grading list department. It doesn’t really work anymore. Authenticity is what cuts through the clutter. Quality no longer differentiates. It’s very difficult.

How’s are English Department? Yeah, right. We have one, okay. Alright, another exercise for you. I love this, every time I go to college campuses I ask students that, and then I ask administrators and then I ask the board and the president. It’s quite fascinating to see if they are all at sync.

If your school was a car, what car would it be? Think about that and write it down. Now I asked the Civil School of Texas and the president said, “We’re a Lexus”, and the marketing people said, “Hey, we’re a Cadillac”, and the students said, “we’re a Chevy. I think we’re really out of whack at that campus, okay.

And I learned more from this question when you get back to your campus, ask this of your student workers. Ask this on your president. Ask this on other community or any kind of brand analogy: an airline, an automobile, a retailer, a restaurant. Any volunteers, if your school is a car, what car would you be? Yes.

What’s school are you?

What car would you be? Yes, school?

Audience: Cornell University. I would guess it would be made of parts from very many vehicles.

Jeff Kallay: Okay, I get that. Anyone else? One more. Yes, school?

Audience: Texas Tech University

Jeff Kallay: Texas Tech University

[Laughter]

Jeff Kallay: Ask that again, ask it over your students, ask it over your faculty, ask it over of the staff, ask it over the administration and see if they’re in sync. It’s a simple exercise. Again, authenticity is what we are looking for brands or mirrors. It’s about appealing to the right students.

Okay, I don’t want to bore you with this but actually it’s a really good book. Time Magazine listed it you know “Ideas that are Changing The World”. There are basically five types of authenticity based upon these things: commodities, goods, services, experiences and transformation. Colleges hang out at that last one it’s influential authenticity.

So what is Influential Authenticity? People tend to perceive as authentic that would serve influence on other entities, calling humans to a higher goal providing a fortes of a better way. Not in consequential or out meaning. That’s the Higher Education Experience. You are in a realm of Influential Authenticity.

Here in a principle as you need to filter your website by. You need to appeal to the person or aspirations of your students and your community. You need to appeal to the collective aspiration. You need to promote a cause and I love this one, embrace part, okay.

That’s part of being an influential authenticity and give meaning, alright. Is your website doing this in rendering Influential Authenticity? All right, at the highest level it’s about imparting meaning to your students to your community without being coercive or threatening, okay. No one likes forced fun, no one wants to feel threatened.

All right, I’m not going to take you through this but when you get back and you feel like downloading your presentation take your website and your staff through this exercise, okay. Here are the five areas in which you are rendering authenticity. The assigned names who do you call yourself your express statement, establish places, declare of motivations and display appearance. I don’t have time this morning to take you all through that exercise but I hope you will take your website and your marketing efforts through these five the identify statements.

All right, at the core here is what authenticity is all about, this comes directly from the book. “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 are as well as your enterprise actually are.” So authenticity is not about saying what we are, authenticity is about creating a place that truly represents what we are. And we can do that online, a sense of place on your website.

Part of how we do that is we go with the consumer where we allow the consumer to help create the content, right? We’re all Twittering here, we’re all in the blog sites, we’re all going to social networking. The consumers creating the content because you see if we help create something we think it’s more authentic to us.

So that’s why you should have a social network because Tom Peter says “If you don’t design the experience, the customers are going to go ahead and design it for you.” If perspective students aren’t getting what they want on your website, they’re going to go to Facebook and MySpace and RateMyProfessor.com and CampusStart.com and find out what they want to know about you if you’re not rendering authenticity on your website.

You know this. This was I think 2006 Top 10 Websites for sites ages 17 through 25. It’s all predominantly consumer created content, right? This is the world in which Millennials led, they create the content. Are you giving them the place to build community?

I want to read this because this is really important. This comes from This Bransville Community “At the … is a simple fact in life with the Internet. Everyone is connected and hiding behind glossy images won’t work when a Google search can turn off the good, the bad and I can leave your company. In an analog world it was different.

Believes this is the gentleman that they’re reporting about …on how difficult it was for people to get information. Logos, spokesperson, slogans combine to give consumers a way to make choices. But now the internet has turned it on its head.

The entire economic rationale for brands is gone. Interaction is too easy for brands to have power. Your president can no longer control your university or college’s brand. There are tons about them out on the website, okay.

Don Greenberg the CEO they entered the largest interactive firm RGA said this, “First brands cannot created and managed in a Top Down Approach. Gone are the days when branding companies could create a brand identity accompanied by dents … stocks in manual. How many have … branding manual on how to apply the … media?

Brands are no longer static. Today, they are fluid, flexible and non-linear. Second, branding can no longer work as effectively on its own as it once did, not on our Web 2.0 world branding has converged with design, advertising. Not long ago, each of these disciplines had a specific role and now they all have to work together. That’s why Apple does this really well.

Apple’s brand is consistent in the Apple store and using the tools in their marketing and on their website. They are creating the experience fluidly across all stages.

All right, in recruitment marketing, no biggie, we know 64% of your perspective audience prefers websites over brochures. 63% prefer email over direct mail, right?

But at the core what they want is they want a dialog. They don’t want to be talked at they want your institution to talk with them. Are you giving them the tools to do that? Very quickly, here’s where most of us are at but this is where it’s going.

Most colleges wanted to be like the old days, we’re you control the message, we’re in control of the media but you all know that that does not work anymore. Right now someone will probably Twittering about my horrible presentation up here. One of the best examples in Higher Education is Wharton’s Website, okay. Why do we love it?

Well, if you go to Wharton’s home page you’ll immediately see they are rendering a fair amount of authenticity, right? The transparency and that “Learn More, Do More,” the differentiation, they’re automatically setting a connection where you can go to. They have tons of stories from student diaries, and tons of student profilers. Almost all working students have the opportunity to blog on the Wharton Website.

So instead of Wharton’s Marketing Department saying everything, they’re allowing the community to say everything and it’s not always pretty Wharton’s rendering authenticity. Here is the deal you are no longer in control of your presidents. No longer in control, we don’t trust traditional advertising and marketing.

People are talking about you anyhow on Facebook and MySpace or any other Web 2.0. They want to know the truth and they can handle the truth, and by the way parents are talking about you as well. All right, so how do you render authenticity? I call these 10 Steps.

Number one, know who you are as an institution and render it. If you go to the Ohio State University anyone here from the Ohio State University? Largest school in the United States, if you visit their website, they all apologize for being the largest school in the Unites States. They tell you they’re not going to hold your hand, all right?

If you visit their Visitor Center, they are not going to hide from the fact that they have the largest athletic program in the United States with their little Brutus Mascot all over the place and it’s all done in their school colors. They proudly admit they don’t hide from it, okay. So it’s about knowing who you are and being comfortable with that.

Step two is about saying who you are and drawing a line in the sand. Is anyone here from Baylor University? I’m so impressed of what Baylor University is doing. When I did a campus visit at Baylor this summer, the dean of admission stood up and said, “Baylor is a conservative Christian university. We are more conservative now that we were 20 years ago.” They are drawing a line in the sand and probably saying who they are and they are thriving. They have 28,500 application for this year at freshman space.

It is connecting with the best fit right fit audience and they are not apologizing for who they are. It’s about keeping it real. You need to download my website for nothing more than to link to this survey. I presented the Summer Association of College Admissions Counseling with Emmer University and a couple of guidance counselors, and we surveyed about almost 300 students.

About web, email, direct mail, print publications, the campus visit and then we put a note and then a question. If you would give colleges one word of advice in their marketing efforts what would it be? And about 125 answers, okay. And I have made the survey available for you online.

But here’s what it really came out down to, it was this of what this one girl had said, “Be honest. Don’t promote your school to everyone is not meant to be entitled to everyone, and current students to focus on a match and not the ranking of the school.”

Another perspective student said, “Tell the truth. Be straight forward. Millennials just want to know the truth. They can handle it, they just want to know. Don’t make the brand mirror, don’t make the mirror hazy.”

Does your website and your campus tour just show off your best facilities and you just have ranking points. If I have to see one more rock climbing wall and a lazy river that no students are in or using yet your president and his ego built this dam facility and the tour takes you in it and no one on the rock climbing wall or floating on the Lazy River. I don’t want to go to school with someone who chose the school because of a rock climbing wall or a lazy river, right?

[Laughter]

But all we do is talk about our bragging points and all we do is show off our amenities. If you’re afraid to say it, say it. If your afraid to show it, show it. Average students strive here, okay.

I apologize a lot my errands are campus visit but these are two schools in Texas, and these are the party districts that are right near their campuses. And on campus tours, the tour guides were instructed to act like they didn’t exist. Literally the students ask, “Hey, what’s over there?” and the tour guide go, “Oh yeah, let’s go into the library,” right?

And these are vital part of the student experience of both of these schools but we acted like they didn’t exist. Rule of thumb in rendering off authenticity, “If you’re afraid to say it, say it,” that’s being real. How many of you read the Clue Train Manifesto? One of my favorite books, okay.

You got to hop on the Cluetrain. Here are four tenants of the Cluetrain Manifesto. Market your conversation. Market is consist of human beings not demographic sectors. Conversations among humans sound human. They are conducted on a human voice. Is your website in a human voice?

Champion Stories not statistics, stories render authenticity. Before we had Facebook, Flickr, MySpace, Twitter all that is modern day story teller, okay. Before we had the internet and telephones, and television, and radio and the printing press and scribes, what do we do? We sat around the fire and we told stories.

Stories render off authenticity. In today’s market place no one remembers the statistics of your school. They remember the stories that support those statistics. Stories render authenticity. Your job as marketers is to be the chief story teller for your school.

Let me just give you a quick example. This is St. Edward’s University, they get story telling down to a core to that even their construction sites tell a story. Their marketing department puts up these huge signs and there were four of them when I toured campus that says, “Change is good like Paul is getting a pay slip.

Renovations - classrooms and faculty offices and you’ll love the view of downtown Austin from the new third floor. And they embrace it and they tell the story and the tours walk up to it. And they talk about look what we are building for you and construction is tough but change is good.

And they get story telling down to a core, I would invite you to visit their website. You’ve got to embrace consumer created content. If we help create it, it’s real to us. At the University of Little Building they do something really fun on their website and their campus visit. They have white squirrels on campus and they encourage you to bring your camera.

And if you take a photograph of a white squirrel during your campus visit they will give you t-shirt that says, “I spotted a white squirrel.” And then they are building an online gallery of all these photographs with the student’s name and their hometown. And then they also have a gallery that they’re building in their Visitor’s Center, right?

Name website, social networking, all Web 2.0, its all consumer created content. You have to embrace it and allow your community to help you create the marketing of your school. It’s about connecting with your best fits students. All small private liberal arts colleges say, “We’re all about people,” okay?

So Albright College said, “Guess what? We’re all about people,” and they created a campaign called “Faces” and I would invite you to go to Faces.Albright.edu. And perspectives students, faculty, current students, all of them are involved in the social network. It’s pretty much uncensored, it’s unfiltered, it’s unedited, and it’s successfully helping the School of Pennsylvania recruit a class. And it’s a pretty wide open social network.

You’ve got to remember your particular audience if you’re in to recruitment mode and admissions marketing. I apologize that the majority of my presentation has been about this but Millennials, first generation American in the history of the world to be more technologically advance than their parents, right?

I’m a GenXter and my mom had this electric typewriter and I wasn’t allowed to touch it fair enough. And these kids are far more advance and they want this technology. I think a lot of times Higher Ed is guilty of embracing a technology for the sake of embracing a technology.

There’s a great line in Jurassic Park … says, “That the old guy created it.” You didn’t ask yourself, just because he had the technology if it was right to use it. I think a lot of times we think we have to hop on every bright shiny technology object to put in on our website when it might not be right for our audience. And it might not help us render authenticity.

All right, I would highly recommend you add these books to your website. They will really help you understand a little bit of what I have been rambling on about here. I’m a big fan of Seth Godin “Cluetrain Manifesto,” Pine and Gilmore’s works. TargetX has a social network using main technology just like the one for this organization.

You can download the presentation in there. All the links are in there. The address is on the back of your handout. I’ve got about 5 minutes.

I know this is a very distorted presentation and its flow is kind of weird. Because this authenticity thing is kind of real. Here’s the deal, you all know what authenticity is, you want to render it to your school. Your audience wants it. Your president can no longer be in control of the message.

If you don’t render authenticity, you will not bring in the best fit students who will stay in your school. All right, question what did you learn? Yes.

Audience: How did you get other marketing approaches and students to understand…

Jeff Kallay: How do you get – the golden question. Okay, I found that many of our clients quite honestly that’s started a social net and internal Internet social networking site that got all the players involved. And they started using it as a tool for collaboration, right? And that helped them understand that the social networking thing which is one way of rendering real as real.

It’s a great way and they said, “Oh, it isn’t so scary.” And then I think it’s a matter of do they have children that are on Facebook and MySpace. And they have to understand the generation shift. But I think by getting them to put their hands on the tools will help. Did that answer your question?  Yes.

Audience: You mentioned that the Millennials and how they can see through advertisement. Can they also see through the negative stuff that’s been put on the web about people and do they see that someone experience

[Cross-talk]

Jeff Kallay: Could take us for what it is? I think they’re pretty savvy to know that I’ll rate my professor and I’ll rate student is going to take that from what it is. They just want to know the truth. First and foremost, they wanted to get the truth from you. Did that answer your question?

They’re savvy consumers. Yes.

Audience: What about blogs and then you were interested in working with?

Jeff Kallay: Some schools don’t bother it. Perlman University had a freshman who did not come back and he wrote five paragraphs online he didn’t come back and it was put up on the site. If you’re going to edit and if you’re going to delay the post, I think you have to give your blogger’s guidelines, yeah it is like marketed but you do have to tell the truth.

I mean if you get at the site, the students are being very truthful about it and they are posting and they’re getting … When you put on this research in, no you’re not being authentic. Your bloggers won’t post and they won’t have readers.

Any other questions? What did you learn after rambling on early in the morning about this big pitch as well as authenticity . Anything at all? Yes

Audience: Well it’s hard to let go. It’s hard to

[Cross-talk]

It’s hard to give up off control. How many of you have posted a review on Amazon.com or purchased something from Amazon.com because you read or reviewed by someone else?

It is hard to let go but if you want to connect with this next generation of students and their parents your administration is going to have to give up control. One of the schools that renders authenticity so well is Hendrix College in Conway, Arkansas. Are you guys familiar with Hendrix?

Tiny school, pretty wealthy you know 200 million and got an 1100 students. They’re booming and if you go to their website they’re very authentic about who they are. And on their campus tour they pretty much say, “Hey, you want a great system? They’ll come here. We are very left the standard not just for Conway Arkansas but for the United States. We’re a funky little school, this is who we are.”

It’s so awesome on their tour. They keep the parents behind to conduct an interview on the students or both the class. And the tour guide is walking and the class says, “Okay mom down at the back, do you have any questions? And the number one question is what serve you want in the weekend which is quote for “Can I drink.”

And the tour guide say, “Yeah well, it’s 21 but we don’t want you drinking and driving so yeah you probably can find alcohol on campus on the weekend.” Now, they’ve recruited their largest freshman class, scores and they discounted and they’ve lowered their discount rate by 5%.

And they bought in a freshman class of 60% from outside the state of Arkansas and seen an enormous bump from crosscuts because they are rendering authenticity and being real to who and what they are. If you don’t give up control, your audience will go to all those other website sources and find what they want to know about you if you’re not rendering your real self. What else are your comments, questions? Yes

Audience: When I have these discussions that my institution since I’m the guy who would be implementing whatever. The question that always comes up is not should we do it but once it’s up, who’s going to manage the information that is posted by people outside the anointed view?  Who’s going to take?

[Cross-talk]

Jeff Kallay: I have learned that that’s rendering authenticity and I have learned the web is a very self governing institution and for that one person that puts up that one comment, 10 people will come in and lay ways on them. You all do it on blogs and social networks and Facebook and all those things and it is self governing and its matter of admitting that the web is fairly self governing because you do have to give up control. Yes.

Audience: I want to see something that they would like. How do I convince them to…

Jeff Kallay: Okay, that’s a problem. Baby boomers are not the target audience nor is every 17 year old. The best fit 17 year old is the target audience. And baby boomers are on the touch and it’s not about them and it’s not about your presence.

In the problem is most college marketing is presented for presidents and they’re not the target audience.

Audience: How do you thought of these people...

Jeff Kallay: I’m shocked at how little many college presidents do not know about the Millennial Generation and the emerging Generation X stealth parent. College presidents X Saves the World: How Generation X got the shock but still compete everything from sucking.

[Laughter]

If they won’t understand the new mentality of parents that are about to hit them, and their stealth behavior and the next wave of Millennial children. A lot of them are totally clueless about American generation. They have not they read Allen Strauss. They are not tapped in.

They are all about creating marketing for themselves, the board or to impress the president at the school down the road. Hey, at some point you got to be real …. And the “Emperor’s New Clothes” aren’t working. Yes.

Audience: I think the best suggestion from that from our university, we thought our student workers with us meaning the president and have them on Facebook or on those things and that really helped because it was coming from voice of kids that are

[Cross-talk]

Jeff Kallay: Yes.

Audience: One thing that you felt to something that might push that direction has been to – we put together a support for blogging, let them do their own kind of marketing technique. Hire three students we can trust open it up to them and show if it would work.

Jeff Kallay: It works. If you’re controlling it, showing it works, and then taking that to case study and taking it to a broader space. Are we good? I know this is difficult ‘cause you all did. You’re a web savvy you’re on the web rendering authenticity. I understand.

I hope I gave you some data and some research that you can take back to you leadership and say, “If we don’t do this it will affect our numbers because times are getting tough. Times are going to get really tough in Higher Ed and what is hitting Wall Street is going to hit the quad very, very soon. And authenticity will cut through all that mess.

All right you download presentation there. Thank you all very much for putting up with me this early morning.

I’ve been rambling on.

[Applause]

Announcer: For more presentations from the 2008 HighEdWeb Conference visit HighEdWeb.org/2008 or sign up for our podcast and feed at HighEdWeb.org/podcast.xml

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