The Experience Evangelist Blog

A/Esthetics are ground zero for staging a great experience.

Storytelling is currency of great experiences.

For years I’ve been speaking about and encouraging my clients to embrace storytelling. Both in their overall admissions marketing efforts and specifically in their campus visit experiences.  The job of admissions is to remove statistics from tour guides (yes, tour guides need to be informed, but more importantly they should tell stories that reveal the authentic student experience). Statistics still need to be told but they should be revealed at information sessions, on the walls of your visitor center, or in a simple “statistical” brochure handed to families prior to the brochure. It’s a waste of students’ knowledge to make them into talking head drones spouting of statistics.

Stories render authenticity. Stories are how most of us learn. Do families get in the car after touring your campus and remember your student teacher ratio?  No, they remember the story about how a certain professor invited the tour guide over for dinner or how they babysit their kids.

Last week I was at MACAC presenting a campus visit session with Kevin Kropf at Albion College.  Kevin gets the experience. Albion is great liberal arts college and last August they brought me to campus to audit the tour and inspire their tour guides about storytelling.

Late last week I was thrilled to get a message on this message from Scotty Bruce, Tour Guide Coordinator at Albion College:

I’ve been working as a Tour Guide for the AC admission office for about 4 years. So I was definitely one of the seniors, who after sitting through our August training workshop, thought to myself, “My tours are fine just the way they are.” But I kept an open mind and worked with our Visit Day director Marsha Whitehouse to follow the teachings of our evangelist and “convert” myself to the experiential mind frame.

I’m now one of the many tour guides who have embraced the idea of a personalized, story driven tour which builds a mutual rapport between guide and prospective. Since the changes, we’ve received tremendously positive feedback from prospective student evaluations. I remember reading one evaluation where the prospective student mentioned that the most memorable part of his tour was riding the elevator up to the 4th floor of our student union and finding out he and his tour guide had the same favorite Detroit Pistons basketball player. You know you’ve related to your student well when his most memorable part of the tour took place in the elevator.

Not only have the prospective students given us tremendously positive feedback, but our tour guides have even said they’re having a lot more fun with their tours. We’ve now re-vamped our training program to instill the ideas of an experiential tour into the mind of our guides from day one. So thank you for all of your recommendations Jeff!

Scotty Bruce
Tour Guide Coordinator
Albion College ‘08

Admissions job is to set-up tour guides to succeed and tell great stories. Students should tell stories not be factoid robots.

And they shouldn’t walk backwards, but that’s for another post.

I’ve been on a road trip: Denton/University of North Texas, Little Rock/Hendrix College/SACAC and now I’m in Tucson for RMACAC.

While in Little Rock for the SACAC Conference two things struck me:

1. Peabody Ducks - SACAC was held in the Peabody and while not the famous or original Peabody in Memphis they do have ducks in their fountain. The story goes that back in the 1930’s the General Manager went duck hunting in LA (Lower Arkansas) back when they used real ducks as decoys. With a bit too much Jack Daniels involved he and friends thought it would be funny to put the ducks in the fountain in the lounge. The next morning 100+ people where fascinated and thus the tradition of the march of the ducks coming from the their palace on the roof via the elevator onto the red carpet and into the fountain was born. The Memphis hotel is old-south charming. The Little Rock on New South gauche. I was skeptical that this was a lesson in authenticity. But I was impressed. Loved the ducks riding the glass elevator in the atrium. What impressed me more was the Duckmaster. Twice a day he made the March of the Ducks a celebration. While redundant for him, it was a first for many guests and he played his part well. Got me thinking, with all the college admissions people around did they take inspiration? Visitors to campus deserve to be treated special too. No matter how many information sessions you conduct, chances are it’s a first for your guests.

2. Clinton Library - “A Gateway to the 21st Century” built by an old train tressel and depot it was home to the SACAC social. Wow! Love him or hate him (that’s what the program said) it was impressive. Most impressive was the staff. One volunteer who introduced the movie was amazing. His energy and interaction with the guest was inspiration for tour guides and admissions professionals alike. He told stories. He had passion. He was a volunteer. He believed in Bill Clinton and the work of the library. He made me want to come back and see it all again.

I love food. I love barbecue. Having lived in the South since 1974 and traveled it extensively for business and pleasure, I’ve discovered some of the best. From mustard based in SC, vinegar based in NC, chopped pork in GA, hot slaw on your sandwhich in TN, dry rub in Memphis, brisket in TX and a little bit of everything in Kansas City. After a successful GPACAC & MOACAC conference in Kansas City this week, I stopped by Fiorella’s Jack Stack for a quick lunch. Wow! My “Burnt End” lunch plate included my favorite Cheesy Corn Bake side dish.

When ordering I informed the server I was from out of town had been once before and loved the Cheesy Corn Bake. Later I found a printed “Home Version” recipe accompanying my bill. My server simply listened and delighted or “made my day” by providing this recipe. She didn’t make a fanfare or even mention it to me. This recipe became a simple and delightful memorabilia of my conference experience.

What’s Cheesy Corn Bake have to do with your campus visit? Everything!

Often most colleges and universities and their tour guides/ambassadors don’t listen to guests when they visit campus. They just talk at, go through their script, and miss cues throughout the visit. My sales mentor taught me, “If you listen to what your clients are saying, they’ll tell you what they need or want.” Are you listening to guests to your campus? Are you delighting them and “making their day” with simple little actions (like my server)? Or are you just assaulting them with “cheesy” marketing and scripted tour?

Listen, train others to listen and “Make their day!”

Just how good is Cheesy Corn Bake? Here’s the recipe:

Ingredients
3 each 10oz PKG Frozen Whole Kernel Corn
1 each 3oz PKG Cream Cheese
6oz Sharp Cheddar Cheese Sauce
3oz Smoked Ham (Diced 1/4″)
3/4 Cup Milk (2%)
2TBSP Butter
4TSP All-purpose Flour
1/8TSP Garlic Powder

Procedure
1. In a 4-quart sauce pan, melt Butter over medium heat
2. Stir in Flour
3. Add Milk, Cream Cheese and Cheese Sauce
4. Cook, stirring constantly, until thickened & bubbly
5. Stir in Corn and Ham
6. Transfer mixture to 2-Quart Casserole Dish
7. Bake at 350 Degrees for 45 minutes

Enjoy and listen better.

For the past three years I’ve been hitting the NACAC State and Regional conferences presenting about the campus visit experience. This year at the GPACAC & MOACAC combined conference I was thrilled that there was a total of three campus visit sessions! Along with the session I did with Avila University; Drury University presented “Developing a Compelling Campus Experience,” and Oklahoma City University presented “Personalizing the Campus Visit.” Both had strong examples and were standing room only.

Hats off to these two schools for embracing the campus visit and presenting to their colleagues.

It’s great to see the momentum rightly swing towards the all-important campus visit!

Within one week I’ve been to three really different schools (and campuses); Alfred University (NY), Abilene Christian University (TX), and University of North Carolina Pembroke. All three are staging pretty strong tour programs. But is was interesting how on each campus, my tour missed some pretty amazing cues that will now be integrated into the tour.

Alfred University is named after Saxon King Alfred. At the end of the tour on the main quad is a statue of him. Students decorate him based upon campus events and seasons. It’s a great place for tour guides to “close the deal.”

At Abilene Christian University stands one of the most amazing works of art I’ve encountered on a college campus. “Jacob’s Dream” is an “interactive” installation and students love it. But the tour only went up near it - not actually into the installation. Families will now walk through the sculpture.

At UNCP tour guides told me that the campus water feature (which is featured predominantly in their marketing) is their favorite spot on campus. Yet the tour route didn’t go on the bridge over it or even up near it. Now they will reroute to walk over the bridge and even sit down in the amphitheater.

What sacred or beloved place on your campus is your tour route skipping, going around or only look at? (You’d be amazed how common this happens on a campus tour.) Take your guest into these spaces or places and interact with them.

The experience is the marketing!

Ok, if you been reading my blog you know I often mention Joe Pine and Jim Gilmore, authors of The Experience Economy and Authenticity. Their writings have become the foundation for my work in higher education marketing. The March 24 issue of Time Magazine cover story is Ten Ideas that are Changing the World. One of the top ten is Synthetic Authenticity and quotes Joe and Jim and talks about both their books.

My TargetX colleague Ray Ulmer dedicated the Friday, March 21 An Email Minute to the topic of authenticity.

Yes it seems like authenticity is the current consumer demand. And it seems that many college administrations and marketing/admissions departments have yet to embrace being authentic institutions. Often they are too obsessed with who they want to be or being like the school up the road or across the state.

In conversation with Jim Gilmore a few months back he told me, “The question you should ask your college clients isn’t about what they are doing that’s authentic in their marketing, but instead ask “What is most inauthentic thing about their marketing?” So I’ve incorporated this strategy and it’s generated some strong discussion and awareness.

So now I ask you, “What is the most inauthentic thing about your college’s admissions marketing?” If you can easily answer this question, can’t your audience as well?

Back in December 2006 I posted on my blog about meeting Pulitzer prize author Michael Vitez and about his book Rocky Stories: Tales of Love, Hope, and Happiness at America’s Most Famous Steps and how after having coffee with him, I ran the steps with my TargetX colleague, Linda Niles. A few months later in March 2007 I was struck by a taxi cab while crossing Peachtree Street, fracturing my left hip and right leg. It became a goal of mine to climb the steps, without walker, cane or assistance, within one year of my accident.

Last week, Michael was the guest keynote at the first TargetX Xpert Summit. He inspired our some 100+ clients to champion stories in their recruitment marketing. Later that evening, TargetX Client Concierge, Adrienne Bartlett (born in Philly in the early 80’s, “Yo Adrienne!”) loaded up her Prius and took me and University of Miami’s Nikki Chun and Christina Busto to the Philadelphia Art Museum so we three could run the steps. We each had our reasons, but to share this experience was memorable and inspiring!

If you’re a regular reader/subscriber of this blog, you know how frequently I write about the importance of your campus visit aesthetics and esthetics (sense of place).  The first thing parents do when they enter a college campus and buildings is scan the landscape. How safe does it seem and how well maintained is everything? Administrations who empower their facilities staff understand that in doing so they’re setting the stage for a better current and prospective student experience. (When things look good we then concentrate on other aspects.)

Recently, I conducted a campus visit audit at Assumption College in Worcester, MA. The school moved to it’s current suburban location in the 1950’s. And while the architecture reflects this period (vs. a more gothic/New England style), the grounds and interiors were meticulously maintained. One of the most revealing part of a campus is it’s stairwells. These are often used as storage areas and collect a huge population of dust bunnies. Not at Assumption. I encountered some of the cleanest in all my campus visit travels. They glisten and glean!

A few days before my arrival to campus, a huge storm hit the Northeast. And the evening before I was to tour campus, more snow fell. But the sidewalks were as well groomed as the stairwells and both students and staff told me this is common.

Why does this matter? Because parents on the tour noted. Even more important is the stage being set for a robust but civil education experience. I watched Assumption students, they pushed their chairs back in, held doors for our tour groups, patiently waited for us to pass or didn’t cut through us as they rushed  across campus on a cold day. Most of the students I talked to said that’s why they chose Assumption, because it along with strong academics and it was “warm” and friendly campus. And now they are continuing this tradition as students there.

With only some 2100 undergraduate students, all of Assumptions facilities were outstanding.  A new science center especially seemed to be a favorite of students of all majors. Many come to study in it’s three-story atrium/lobby:

The bonus part of this consult/audit for me was collaborating on  Assumption’s new Admission House. Currently housed in the college’s administration building, the admissions space is too small. Their new space will be in a very large home built by a turn of the century industrial. Previously serving as the President’s home, it borders campus. It’s currently experiencing a complete renovation/reconfiguration, an additional 6000 sq ft annex, and the carriage house is being converted to a smart classroom/presentation  room. When completed this early summer, Assumption’s new admission house will be one of the best in higher education and will set an authentic stage and expectation, matching the rest of the campus.

Front porch, main entrance to new Admission House at Assumption College

Annex/Addition Admission House

On March 7, Disney releases College Road Trip starring Raven-Symone as the student and Martin Lawrence as the helicopter parent. The fact that Disney has produced a movie about the college tour craze speaks volumes. (I’ll provide a review in an upcoming post.)

Since I don’t have children, I was fortunate to tag along on a college road trip with my very good friend, Syndee and her daughter Kaitlin. Syndee and I have been friends since 1978, we went to the same school and college and I introduced her to a fraternity brother of mine, Mike, and was even in their wedding. Mike’s a doctor and couldn’t make the President’s Day trip, so I came along as the “Uncle.” Kaitlin is a bright young woman with great grades at a private prep school and strong test scores. Since she’s a junior we concentrated on some great schools here in the South, not to far from their home in SW Georgia. Our triangle of travel was Memphis, Nashville and Birmingham. Kaitlin brought her friend Samathana along so I met up with them in Birmingham and hopped in the SUV for the road trip.

Kaitlin is keeping a journal of her college visits, immediately writing down impressions and thoughts of her campus experience. She’s also keeping all the college marketing that comes into her mailbox and email inbox. so we’ll be featuring some upcoming interviews with her in the TargetX Knowledge Center.

As someone who tours colleges for a living and audits the process, this parent or “road trip” side of the equation was very enlightening.

Here’s the breakdown:
-3 Days
-Dodging tornadoes
-Over 700 miles of driving, several tanks of gas
-Dinner at local spots in Memphis and Birmingham
-Snacks
-Two nights of hotel rooms
= College road trips are a significant investment for families

What did I learn:
-Colleges have a great opportunity to use the car drive time. For years I’ve been advising my clients to produce a 15 minute CD and/or Podcast that helps set the stage before or after the actual visit on campus
-Little things make huge impressions. Never underestimate the power of a smile, friendly tone or those last minute accommodations (May we talk to a coach?). Food and beverage in your visitor’s center go a long way.
-Set the expectation for the classroom experience
-Tour Guides must tell their own stories and have fun. And don’t walk backwards. At one college our tourguide almost tripped over several speed bumps. This made us all uncomfortable.
-If your campus visit includes a classroom experience, have an option for parents; a space or desk for them work, check email, read current newspapers or meet with financial aid.
-Millennials are savvy. They don’t want hype they want the real thing, warts and all. The campus visit is about the right fit. Your efforts should connect to those best fit students.
-On busy days (like President’s Day) have extra everything on reserve: parking, staff, tour guides, greeters, runners, food, beverage and literature.
-The more students you make accessible to prospective students the better.

Since Road Trip is about a helicopter parent’s “Blackhawk” behavior embarrassing his daughter’s college road trip, I took inspiration and made Kaitlin and Samantha to pose at every statue (signature moment) or with tour guides.

With Kelly, a very funny “ambassador”

“Are current students watching us take this photo?”

Samantha and Kaitlin with Nick the Southern Ambassador - who drives a mean GEM Car!

Recently it was reported that the individual earnings in Great Britain have surpassed ours here in the United States. Perhaps all that cash is funding extreme experience economy efforts.

My colleague Adrienne Bartlett, TargetX Client Concierge, sent me a Cool Hunter link about Tantrum. Tantrum is a very “experiential” hair salon for newborns-age fifteen. Individual flatscreen entertainment systems, chairs that look they came from amusement parks, a juice bar and more.

So if these kids are “experiencing” this just for a hair cut, what are going to expect when they go and tour and then attend college?