1. Your Campus Visit:
Paving the Potholes
SACAC 2010
Text
Trent Gilbert, CXO, Chief eXperience Officer
Monday, April 26, 2010

2. The Chronicle of Higher Education
Read the Chronicle Article
Monday, April 26, 2010

3. San Francisco Chronicle
SFO Article: The college visit - does it do any good? Read Jeff's blog post
Monday, April 26, 2010

4. Los Angeles Times
LA Times Article: On vacation -- at a college campus Read Trent’s blog post
Monday, April 26, 2010

5. Los Angeles Times
But most college tour
scripts are numbingly
similar, and information is
not really the point.
Students and their families
are looking for the ineffable
moment when, through
some alchemy of
atmosphere, setting or
vibe, they suddenly know
this is the place for them.
LA Times Article: On vacation -- at a college campus Read Trent’s blog post
Monday, April 26, 2010

6. Boston Globe
In Step with tradition: Campus Tours thriving
Monday, April 26, 2010

7. New York Times
Read the New York Times Article
Monday, April 26, 2010

8. US News and World Report
Read the US News and World Report Article
Monday, April 26, 2010

9. University Business
Read UB October 2009 Online
Monday, April 26, 2010

10. Five Campus Visit Potholes
Monday, April 26, 2010

11. Monday, April 26, 2010
1
Not Being
In Sync

12. Monday, April 26, 2010

13. Get In Sync
Monday, April 26, 2010

14. Students-Admissions
Stories-Stats
People-Programs
Monday, April 26, 2010

15. Monday, April 26, 2010

16. Monday, April 26, 2010

17. Toxic Levels of
Inauthenticity
Monday, April 26, 2010
2

18. Watch “Tina the Tour Guide”
Monday, April 26, 2010

19. History of Higher Education
Recruiting Trends
1980’s Marketing
1990’s Branding
2010’s Authenticity
Monday, April 26, 2010

20. Monday, April 26, 2010

21. I’m an OK lover, but
afterwards I like to
Me too!
snuggle and talk.
AUTHENTICITY
Monday, April 26, 2010

22. Brands are
Mirrors.
Branding only works when it’s authentic.
We purchase on the basis of conforming to self-image.
Monday, April 26, 2010

23. “I visited and it
felt right!”
Monday, April 26, 2010

24. “Most Influential”
Arts & Science Group Student Poll 2004
Monday, April 26, 2010

25. “Most Trusted”
- 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”
Monday, April 26, 2010

26. “Effectiveness”
Noel-Levitz 2009
Monday, April 26, 2010

27. Monday, April 26, 2010
3
Tourbots

28. Monday, April 26, 2010

29. Invasion of the Tourbots
Read the Article
Monday, April 26, 2010

30. Storytelling is
in our blood
Monday, April 26, 2010

31. Students-Admissions
Stories-Stats
People-Programs
Monday, April 26, 2010

32. “I am a man, and
men are animals
who tell stories.”
Monday, April 26, 2010

33. Stories are
how most of
us learn
Monday, April 26, 2010

34. Monday, April 26, 2010

35. 20% headlines 20% body copy
(to the point) (details)
50%
10% graphic
illustrations
(visual)
(stories)
Monday, April 26, 2010

36. POP
Point of Proof
Monday, April 26, 2010

37. Great stories engage,
give goosebumps, and
give a feeling of
“suspension”
Monday, April 26, 2010

38. Storytelling Scale
Guest Engagement on 1-10 (highest)
10 our
(shared experience)
8 your
6 mine
4 others
Monday, April 26, 2010

39. 4
Bubble-boy
Syndrome
Monday, April 26, 2010

40. Monday, April 26, 2010

41. Inform Your Campus
Monday, April 26, 2010

42. Inform Your Campus
Monday, April 26, 2010

43. Death March
Monday, April 26, 2010
5

44. Monday, April 26, 2010

45. Presidential Parade of Favorites
Don’t just show the showcase
Monday, April 26, 2010

46. Presidential Parade of Favorites
Monday, April 26, 2010

47. Pave Your “Potholes”
1. Get In-Sync
2. Be Authentic
3. Turn off the Tourbots
4. Burst the Bubble
5. Re-think the Route
Monday, April 26, 2010

48. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/
Monday, April 26, 2010

49. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts
Monday, April 26, 2010

50. Download Session PDF
#1 Go to www.targetx.com
click iThink Blog
click Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Look for email with link
Monday, April 26, 2010

51. Your Campus Visit:
Paving the Potholes
SACAC 2010
Text
Trent Gilbert, CXO, Chief eXperience Officer
Monday, April 26, 2010