PSU Experiences2009
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The document discusses improving the campus visit experience by focusing on creating memorable experiences for visitors through integrating entertainment, education, esthetics, and escape; crafting mini campus experiences that engage all the senses; and having student ambassadors tell personal stories rather than reciting statistics. Specific examples are provided of how Penn State Abington improved their campus visits and a 10 step model is outlined for enhancing the campus visit experience.
PSU Experiences2009
- 1. The Campus Visit Experience Penn State Steve Mosert and Chris Walters - PSU Abington Jeff Kallay and Trent Gilbert - TargetX Monday, September 21, 2009
- 2. Give-away! Drop your business card in the bag and you might win! Monday, September 21, 2009
- 3. Session Expectation: Welcome Welcome to the Experience Economy Campus Visit in the news PSU Abington Before & After 10 Steps to a Better Campus Visit Experience Monday, September 21, 2009
- 4. Take-away: The Experience IS the marketing The campus visit should be top priority Refresh the experience Keep it real Encourage storytelling Monday, September 21, 2009
- 5. Remember: “The experience is the marketing!” Monday, September 21, 2009
- 6. Your first trip to, or favorite Walt Disney World or Disneyland memory? Monday, September 21, 2009
- 7. Are you one of the weekly 40 million that “makes it your drink” at Starbucks? Monday, September 21, 2009
- 8. Welcome to the Experience Economy Pine & Gilmore Monday, September 21, 2009
- 9. Experience Economy 101 on Experiences ssi gre ro cP mi Text no Service/Info co fE ryo eo Th Industrial Agrarian Monday, September 21, 2009
- 10. Experiences = Memories Monday, September 21, 2009
- 11. 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” Monday, September 21, 2009
- 12. The experience is higher education marketing Arts & Science Group Student Poll 2004 Monday, September 21, 2009
- 13. 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” Monday, September 21, 2009
- 14. “Effectiveness” Noel-Levitz 2009 Monday, September 21, 2009
- 15. The college visit - does it do any good? Monday, September 21, 2009
- 16. The college visit - does it do any good? SFO Article: The college visit - does it do any good? Read Jeff's blog post Monday, September 21, 2009
- 17. The college visit - does it do any good? LA Times Article: On vacation -- at a college campus Read Trent’s blog post Monday, September 21, 2009
- 18. The college visit - does it do any good? 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, September 21, 2009
- 19. Campus Tour Pranks Watch the video Watch more tour prank videos Monday, September 21, 2009
- 20. Campus Visit in Record #’s In Step with tradition: Campus Tours thriving Monday, September 21, 2009
- 21. The Campus Visit DOES Matter Read the New York Times Article Monday, September 21, 2009
- 22. Penn State Abington -Philadelphia area (many schools) -45 wooded acres feels like a a traditional campus -3400 full time students Monday, September 21, 2009
- 23. Penn State Abington Monday, September 21, 2009
- 24. Penn State Abington Before Presentation Room Admissions Lobby Admissions Lobby Monday, September 21, 2009
- 25. Penn State Abington - Before Ambassadors on script - not enough stories Monday, September 21, 2009
- 26. Penn State Abington - Before A few maintenance and aesthetic issues Monday, September 21, 2009
- 27. Penn State Abington -After 1. We have purchased an electronic Welcome Board for the center hallway as soon as you walk into the building. 2. Office Lobby a. Framed pictures of campus and students b. Digital picture frame of student activities and life on campus c. Improved furniture for more comfortable feel (including plants) - as opposed to previous doctor office feel 3. Daily Visits - tour format changes - to include starting at Lion statue. 4. Offer Visit Program - progressive tours with stops in strategic locations to hear from speaker for 5-10 minutes each. 5. Visitor Parking - still a work in progress Monday, September 21, 2009
- 28. Penn State Abington - After Monday, September 21, 2009
- 29. Penn State Abington -After Monday, September 21, 2009
- 30. Penn State Abington - After Monday, September 21, 2009
- 31. Penn State Abington After A warmer admissions lobby Monday, September 21, 2009
- 32. 10 Ten Steps to a better visit experience Monday, September 21, 2009
- 33. 1. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment Education Passive Participation Active Participation Esthetic Escape Strategic Horizons, LLP Immersion Monday, September 21, 2009
- 34. 2. Craft a mini campus 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 Monday, September 21, 2009
- 35. 2. 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 Woodford Reserve The Ohio State University Monday, September 21, 2009
- 36. 2. Craft a mini campus experience - Mix in the memorabilia - “ticket stub” California Lutheran University The Ohio State University Monday, September 21, 2009
- 37. 3. Set the expectation - Before guests arrive (online, email, & mail) - Explain route (will and won’t be seen) Monday, September 21, 2009
- 38. 4. Spend no money - Engage the “sense of the butt” Millsaps College West Virginia University Hampshire College Saint Joseph’s University Monday, September 21, 2009
- 39. 5. Tell stories not statistics - Stories render authenticity Hendrix College Albright College Lenoir-Rhyne University Monday, September 21, 2009
- 40. 6. Reveal your school’s nomenclature 7. Keep it real - do what’s authentic to your campus and experience Millsaps College California Lutheran University Monday, September 21, 2009
- 41. 8. Do you have a signature moment? Cerritos Public Library Albright College Westmont College Millsaps College Hampshire College West Virginia Univeristy Monday, September 21, 2009
- 42. 9. Get In Sync Monday, September 21, 2009
- 43. 10. Top Ten Tidbits for Tour Guides 1. Interact as if you’re giving your sibling a tour 2. Answer questions honestly and directly, but remind them it’s your perspective 3. Watch your pronouns - “We” is exclusive, “You’ll” is inclusive 4. Tell stories - yours and your friends’ 5. When you walk backwards it’s stressful and they look at you, not the campus 6. If you feel negatively about any other school - don’t name names 7. “Tour guides” or “ambassadors is boring - come up with a memorable name 8. Find connections with your audience and ask open-ended questions 9. Is asking “Do you have any more questions?” the best way to end a tour? 10. Have Fun! Monday, September 21, 2009
- 44. 5. Walking Backwards Read the New York Times Blog and join the discussion Monday, September 21, 2009
- 45. 5. Walking Backwards 1. Walk backwards, forwards, on your hands, on stilts, walk like an Egyptian just; 2. Set the expectation of the route, 3. Conduct intros and ice-breakers, 4. Don’t feel compelled to walk and talk to the group the whole time, 5. You’re in control - handle the group, 6. Direct them where to walk and go, 7. Gather up en masse to speak with them, 8. Speak individually with families as you walk, 9. Tell great stories not stats, people not program, and 10. Have Fun! Monday, September 21, 2009
- 46. Talk with, not at Monday, September 21, 2009
- 47. Today the most most important conversation is not the tour script (monologue) but the dialogue between you and your guests Monday, September 21, 2009
- 48. You have to give people the tools to create their own stories, memories, and experiences Monday, September 21, 2009
- 49. Our Bookshelf Monday, September 21, 2009
- 50. Our Blogs www.targetx.com/ithink Monday, September 21, 2009
- 51. Download Session PDF www.targetx.com>click “iThink Blog”>Presentation Slides Monday, September 21, 2009
- 52. Watch Five Fixes for Fall Webcast http://www.targetx.com/ithink/?page_id=1672 password: byebyebye Monday, September 21, 2009
- 53. Monday, September 21, 2009
- 54. The Campus Visit Experience Penn State Steve Mosert and Chris Walters - PSU Abington Jeff Kallay and Trent Gilbert - TargetX Monday, September 21, 2009