wacrao stories 2009
DESCRIPTION
From the 2009 Conference in the Wisconsin DellsTRANSCRIPT
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Stories Render Authenticity
(Keeping it Real to Recruit Students)
WACRAO - Wisconsin Dells - November 2009
Jeff Kallay Experience Evangelist
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Take-away:1. We’re craving authenticity
2. Stories render authencity
3. Great experiences are
anchored in stories
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Take-away:TargetX Swag Bag
Drop your business card in the
bag to qualify for free stuff
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Your Favorite Wisconsin Dells Memory or Story?
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Generational Shift
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GI Generation (1901-1924)Silent Generation (1925-42)Baby-Boomers (1943-60)Generation X (1961-81)Millennials (1982-2001)
Homeland? (2001-?)
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Millennials
Kaitlin Caitlin Kate Lynn
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Authenticity and Stories Connect with Millennials
-raised on technology and the web-“want what they want when they want it”
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Remember: “We’re craving authenticity”
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Brand AnalogyCar
Restaurant Retailer
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Bring Back the Love
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Marketing Immunity3,000-5,000 Daily Messages
Neurological Blockades
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The Persuaders
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64%Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
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AuthenticityThe new consumer demand
“We are searching to get agrip on what counts for
people in their personal and business lives.”
Pine and Gilmore’s website
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AvailabilityCost
QualityAuthenticity
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Quality.No Longer Differentiates
Difficult to Define in Higher Education
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Everyone Looks the SameUniversities not being true to themselves (inauthentic)
A “me-too” product development philosophy
Leadership not providing clear vision
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1980’s1990’s2000’s
Marketing
Branding
Authenticity
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I’m an OK lover, but afterwards I like to snuggle and talk. Me too!
AUTHENTICITY
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Brands are Mirrors.
Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
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“I visited and it felt right!”
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AuthenticityThe new consumer demand
“America has toxic levelsof inauthenticity.
Time Magazine Report
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InauthenticityThat is the fundamental problem with advertising: it’s a phoniness
generating machine.
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InauthenticityThe easiest way to be perceived as phony is to advertise things
you are not.
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InauthenticityMost higher education marketing
renders inauthenticity!
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RenderingAuthenticity
“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.”
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Know who you areDon’t try to be all things to all people
The Ohio State University
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Say who you areDraw a line in the sand
Baylor University
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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
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Reroute beyond amenitiesDon’t just show the showcase
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If you’re afraid to say (or show) it, say (or show) it
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Hop on the Cluetrain (talk with, not at)"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
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Champion stories (not statistics)
St. Edward’s University
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Building Brand RecognitionHasn’t Been Harder
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Don’t think BrandingThink Storytelling
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Remember: “Stories render
authenticity”
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Storytelling is in our blood
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“I am a man, and men are animals who tell stories.” Clive Barker
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Stories are how most of us learn
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Visual (logo)10%
To the point(headline or
chart)20%
Details(body copy)
20%
Story(photo and
caption)50%
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Three type of stories
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1. Discovery and coming of age
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2. Conflict and resolution
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“message from ben and matt”
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3. Illustration
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Quote
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POPStories are Your Point of Proof
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Find your stories by asking questions (and by listening)
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Ask questions that answer the wants not the needs of
your various audiences
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Needs are practical and objective, wants are
irrational and subjective
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Needs are practical and objective, wants are irrational and subjective
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Ask your students:Why did you choose this school?What did you want from college?
What is your favorite place on campus?What is your favorite memory?
Who best represents your school?Who shouldn’t enroll here?
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Tell the truth andkeep it real
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Transparency
Differentiation
Connections
Stories
Profiles
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Remember: “Great experiences are anchored in
storytelling”
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Buy the book and listen on the web
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Story Telling ScaleEngagement on 1-10 (highest)
10 our(shared experience)
8 your6 mine4 others
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Today the most mostimportant conversation is
not the marketingmonologue but the
dialogue between youraudience
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Talk with, not at
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You have to give people the tools to create their own stories, memories, and
experiences
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Visit StoryCorps
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The Participation AgeListen and Observe
Be Transparent
Give up Some Control
Participate Yourself
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Take-away:1. We’re craving authenticity
2. Stories render authencity
3. Great experiences are
anchored in stories
![Page 74: WACRAO Stories 2009](https://reader033.vdocument.in/reader033/viewer/2022051609/54631facaf7959f84e8b5149/html5/thumbnails/74.jpg)
Jeff’s Bookshelf
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Download Session PDFwww.targetx.com>click “iThink Blog”>Presentation Slides
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Stories Render Authenticity
(Keeping it Real to Recruit Students)
WACRAO - Wisconsin Dells - November 2009
Jeff Kallay Experience Evangelist