18. Experience marketing
is about:
1. Repelling commoditization
2. Charging a premium price
3. Persuading consumers to pay
when they never did before
4. Selling “Memories”
19. The experience is higher
education marketing
Arts & Science Group Student Poll 2004
20. The experience is higher
education marketing
-84% use the web most heavily in
researching colleges
-71% say the campus visit is the most
trusted source of information
Eduventures 2007 Survey of 7,867 High school junior and seniors.
Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
21. The experience is higher
education marketing
-84% use the web most heavily in
researching colleges
-71% say the campus visit is the most
trusted source of information
Eduventures 2007 Survey of 7,867 High school junior and seniors.
Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
22. “College is the new high
school and graduate school
is the new college.”
Adrienne Bartlett, TargetX
23. Higher Education is the
experience economy: 4 E’s
Absorption
Entertainment Education
Passive Participation Active Participation
Esthetic Escape
Immersion
Strategic Horizons, LLP
24. Integrate the four E’s
Higher Education is the experience economy: 4 E’s
Absorption
Entertainment Education
Passive Participation Active Participation
Esthetic Escape
Immersion
Strategic Horizons, LLP
25. Craft a mini graduate experience
- Customize the Experience
We all want what we want - accommodate the various
levels of interest of guests to your campus
- Eliminate negative cues
- Accent positive cues
- Look for missed cues
Elon University
26. Craft a mini graduate experience
- Customize the Experience
We all want what we want - accommodate the various
levels of interest of guests to your campus
- Eliminate negative cues
- Accent positive cues
- Look for missed cues
Elon University
27. Craft a mini campus experience
- Engage ALL the senses
“83% of marketing appeals to sight, leaving a paltry 17%
to the other senses. Surprisingly, smell is the second most
important sense after sight, and not sound. In fact, 75% of
all emotional connections are based on smell.” Adweek review of Brand Sense
Centre College The Ohio State University
28. Craft a mini graduate experience
- Mix in the memorabilia - “ticket stub”
California Lutheran University
29. Set the expectation
- Before guests arrive (online, email, & mail)
- Explain route (will and won’t be seen)
Map courtesy of
Lenoir-Rhyne College and Sketches
30. Spend no money
- Engage the “sense of the butt”
Millsaps College Albright College
Hampshire College Saint Joseph’s University
31. Tell stories not statistics
- Stories render authenticity
Hendrix College
Lenoir-Rhyne College
Albright College
32. Reveal your school’s nomenclature
Keep it real - do what’s authentic to
your campus and experience
Millsaps College California Lutheran University
33. Do you have a signature moment?
Cerritos Public Library Albright College Westmont College
Millsaps College
Hampshire College
Ursuline College
34. Mystery shop your tour
(and your competitors)
The Ohio State University
44. Authenticity
The new consumer demand
“We are searching to get a
grip on what counts for
people in their personal
and business lives.”
Pine and Gilmore’s website
46. Quality.
No Longer Differentiates
Difficult to Define in Higher Education
47. Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
58. Rendering
Authenticity
“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, as well as your
enterprise, actually are.”
59. Know who you are
Don’t try to be all things to all people
The Ohio State University
60. Say who you are
Draw a line in the sand
Baylor University
61. Keep it real
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
64. Hop on the Cluetrain (talk with, not at)
quot;Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human.
They are conducted in a human voice.
University of Texas American University
95. Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
96. Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Pew Internet and American Life, 2005
97. Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
Females
Males
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
98. High School Students: College Website Activity Discrepancies
Activity Do Want
Financial Aid Estimator 24% 90%
Online Application 22% 86%
IM with Counselor 6% 70%
Campus Visit Request 25% 84%
Tuition Calculator 33% 88%
Faculty Profile 26% 69%
Student Profile 31% 63%
Forwarded Page 34% 63%
Online Survey 50% 72%
Personalize Site 39% 58%
Inquiry Form 72% 73%
Navigating Toward E-Recruitment, Noel-Levitz, Inc.
100. “In the era of social media, people use technologies
to get what they need from each other, not
traditional institutions.”
Groundswell: Winning in a World Transformed by Social Technologies ,2008, Harvard UP
Charlene Li & Josh Bernoff