Dec. 13, 2022

Automagic Customization: Personalizing the Regional School Website Experience

Automagic Customization: Personalizing the Regional School Website Experience

Imagine a personalized website experience that adapts in real-time to the home region of prospective students who visit your homepage.

We’ve seen the potential of geocaching with popular mobile applications like Pokemon Go. What if you could employ similar technology to customize your school website’s visitor experience?

Kyle Pucko , Owner of Geofli , tells us how colleges and universities can harness this exciting tech to enhance personalization on their websites.

Join us as we discuss:

  • Why personalization in school websites matters (4:38)
  • Use cases for geocaching landing pages by region (15:52)
  • The future of online customization after third-party cookies (22:06) 

Check out these resources we mentioned during the podcast:

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The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.

    

 

Transcript

WEBVTT 1 00:00:02.919 --> 00:00:07.280 You're listening to The Higher Ed Marketer, a podcast geared towards marketing professionals in 2 00:00:07.360 --> 00:00:12.480 higher education. This show will tackle all sorts of questions related to student recruitment, 3 00:00:12.720 --> 00:00:16.359 donor relations, marketing trends, new technologies, and so much more. 4 00:00:17.079 --> 00:00:21.480 If you're looking for conversations centered around where the industry is going, this podcast 5 00:00:21.559 --> 00:00:30.839 is for you. Let's get into the show. Welcome to the Higher Ed 6 00:00:30.879 --> 00:00:35.000 Marketer Podcast. My name is Troy Singer with Ring Digital and I'm here with 7 00:00:35.039 --> 00:00:40.479 Bart Kaylor from Kaylor Solutions. And each week we interview higher ed marketers that 8 00:00:40.560 --> 00:00:44.920 we admire for the betterment of the entire higher ed community. Today we are 9 00:00:44.960 --> 00:00:49.439 bringing you Kyle Pucko. Kyle is the co founder of a company called geo 10 00:00:49.520 --> 00:00:54.399 Fly and what they do is enable you, an institution, or really any 11 00:00:54.439 --> 00:01:00.000 company at the website level, be able to personalize your website bay stun the 12 00:01:00.079 --> 00:01:07.159 location of where the person is viewing your website from. There's lots of possibilities. 13 00:01:07.560 --> 00:01:11.319 Kyle goes over those possibilities with Bart. I think this is a wonderful 14 00:01:11.359 --> 00:01:15.719 conversation to hear. Yeah, it's a it's a fun conversation and I think 15 00:01:17.079 --> 00:01:19.719 this is one of those things we always talk to our guests before they come 16 00:01:19.719 --> 00:01:22.840 on and we say, hey, we have a lot of different sized schools. 17 00:01:22.840 --> 00:01:26.840 We've got you know, really big D one institutions and our one institutions 18 00:01:26.840 --> 00:01:29.879 that we're working with, and we've got really tiny, little faith based schools 19 00:01:29.879 --> 00:01:34.680 that have fifty students. Give us stuff that anybody can use. And I 20 00:01:34.719 --> 00:01:40.040 think Kyle delivers because it's such a pragmatic and practical tool that he has that 21 00:01:40.120 --> 00:01:42.400 he talks about, and quite frankly, it's very affordable. And so I 22 00:01:42.400 --> 00:01:47.439 think that the idea of really being able to personalize that experience, you're gonna 23 00:01:47.480 --> 00:01:49.480 have a lot of ideas that you're gonna walk away with. And I'm really 24 00:01:49.480 --> 00:01:55.680 excited about this episode. Here's our conversation with Kyle. Kyle Bart and I 25 00:01:55.719 --> 00:02:02.719 are excited to talk about the technology around stimization that your company and other companies 26 00:02:02.799 --> 00:02:08.599 like it bring. But before we get into the conversation around personalization, I 27 00:02:08.599 --> 00:02:13.479 would like to know if there's anything that you've learned recently that you could share 28 00:02:13.520 --> 00:02:17.400 with our audience. Yeah. Absolutely, and thank you both for having me 29 00:02:17.479 --> 00:02:22.120 on. This is a really cool part. We go kind of way back, 30 00:02:22.159 --> 00:02:25.120 so it's exciting, exciting to be here today, and Troy good too. 31 00:02:25.199 --> 00:02:29.000 Good to meet you again here. Um, yeah, this is a 32 00:02:29.000 --> 00:02:31.120 that's a great question. I wish it was something a little more exciting, 33 00:02:31.159 --> 00:02:35.240 but since I am a digital marketer at heart, I have to sort of 34 00:02:35.240 --> 00:02:38.280 relate it back to digital marketing. I recently saw a study by the company 35 00:02:38.360 --> 00:02:45.400 Thumbtack, which works with like pairing homeowners with like contractors, that as they 36 00:02:45.479 --> 00:02:51.520 add more form fields to their forms, their response rate goes up, which 37 00:02:51.560 --> 00:02:55.400 I think kind of flies against the trend that a lot of marketers tend to 38 00:02:55.400 --> 00:02:59.120 go with, which is, Okay, we need less form fields that kind 39 00:02:59.159 --> 00:03:01.560 of thing. And I thought that was really interesting and it made their customers, 40 00:03:01.560 --> 00:03:07.759 the contractors, much happier because there you know that the people submitting the 41 00:03:07.800 --> 00:03:12.039 forums were way more qualified and they had more information on them about budget and 42 00:03:12.080 --> 00:03:15.080 square footage of their roof and that kind of thing. So I thought that 43 00:03:15.120 --> 00:03:19.240 was really interesting. That is interesting, very much, So thank you for 44 00:03:19.360 --> 00:03:23.360 sharing. Kyle. If you would give us a brief introduction to you and 45 00:03:23.439 --> 00:03:28.680 geo fly, Yeah, absolutely so, Kyle Pucko. I'm based here in 46 00:03:28.719 --> 00:03:31.840 Missoula, Montana. Our team is headquartered here. And what geo fly does 47 00:03:32.120 --> 00:03:38.439 is it allows anyone, regardless of technical background, to change and replace your 48 00:03:38.439 --> 00:03:44.840 existing website content based on location. So my background is in Higher ED, 49 00:03:45.360 --> 00:03:47.400 so of course I always use the example of Higher ED. Want to talk 50 00:03:47.439 --> 00:03:51.759 about geo fly, But somebody visiting, oh, say, the University of 51 00:03:51.800 --> 00:03:57.360 Montana's website from California, is going to see different content than somebody visiting that 52 00:03:57.479 --> 00:04:02.719 same website U MT dot et U from Michigan or New York or wherever. 53 00:04:03.360 --> 00:04:09.000 So you could show different testimonials for for out of state students versus in state 54 00:04:09.039 --> 00:04:13.400 students. You could show scholarship information to Californians that visit your site versus in 55 00:04:13.439 --> 00:04:18.720 state tuition information for in state students. Lots of applications in Higher ED. 56 00:04:18.920 --> 00:04:21.800 We work with e commerce, we work at tourism, so we're sort of 57 00:04:21.800 --> 00:04:26.560 all across the board. There. That's the quick elevator pitch. Thank you, 58 00:04:26.639 --> 00:04:30.240 But I do want to emphasize that you said you worked in Higher ED, 59 00:04:30.319 --> 00:04:32.680 but you worked in admissions. You are a road warrior, so you 60 00:04:32.759 --> 00:04:39.160 really know what it's like working for UH a large university. I think it 61 00:04:39.240 --> 00:04:42.680 was the University of Montana at one time. Is that correct? Yeah, 62 00:04:42.720 --> 00:04:46.839 you got it. So I spent a decade, almost a decade, working 63 00:04:46.399 --> 00:04:51.120 in higher ed. I worked at a small private liberal arts school outside of 64 00:04:51.160 --> 00:04:57.480 Chicago, Rockford College. I think it's now Rockford University. That's where you 65 00:04:57.519 --> 00:05:00.360 know I was. I was in a position that was known as the athletic 66 00:05:00.439 --> 00:05:03.360 liaison and my role was specifically to go and recruit high school athletes to come 67 00:05:03.399 --> 00:05:06.399 and play Division three sports. So I was going to, you know, 68 00:05:06.519 --> 00:05:10.000 hundreds of high schools. I was on the road four days a week just 69 00:05:10.160 --> 00:05:14.439 visiting high schools in Illinois, which there are many, but also traveling in 70 00:05:14.439 --> 00:05:17.759 Iowa, uh, Iowa, Missouri. It was really cool to see that 71 00:05:17.800 --> 00:05:21.040 part of the country. Having grown up in New York, and then made 72 00:05:21.040 --> 00:05:28.079 my way further west to the University of Montana, where I spent almost five 73 00:05:28.160 --> 00:05:32.959 years and admissions and then ended my career there as the digital marketing manager for 74 00:05:33.000 --> 00:05:38.759 the university, which at the time, this was two thousand fourteen. When 75 00:05:38.800 --> 00:05:42.480 I took on that rule two thousand, two thousand fourteen, I started to 76 00:05:42.480 --> 00:05:45.240 look on LinkedIn, and at least according to LinkedIn, I was the only 77 00:05:45.279 --> 00:05:48.399 digital marketing manager at any university in the whole country at the time, So 78 00:05:48.439 --> 00:05:51.839 I felt like I was early in the in that trend. And I loved 79 00:05:51.879 --> 00:05:56.480 my time and admissions. I love the University of Montana. I'm still very 80 00:05:56.480 --> 00:06:00.279 connected with a lot of people there. Um, and it's such a big 81 00:06:00.319 --> 00:06:03.519 part of this community. But just working on a college campuses is so fun. 82 00:06:03.800 --> 00:06:08.399 Um. But I had an entrepreneurial gene in me that I that I 83 00:06:08.399 --> 00:06:11.319 couldn't quite get rid of. So I had to I had to go and 84 00:06:11.360 --> 00:06:14.920 start this company. I'm I'm particularly interesting because I mean you, like you 85 00:06:14.920 --> 00:06:16.560 said, you and I've known each other for a while. Tell me a 86 00:06:16.560 --> 00:06:21.160 little bit more about why customization. I mean, we talked about the elevator 87 00:06:21.199 --> 00:06:25.040 pitch of of geofly, so you know, I'm a student, I'm coming 88 00:06:25.040 --> 00:06:28.480 to a school and you can change it based on my on my IP address, 89 00:06:28.560 --> 00:06:32.160 my location of of where I'm coming from. Why is that so important? 90 00:06:32.279 --> 00:06:35.920 And why does it matter to generations z especially? I was in admissions, 91 00:06:35.920 --> 00:06:42.480 I was in marketing, and I was looking specifically at Google analytics and 92 00:06:42.519 --> 00:06:46.720 a lot of the information about the financial aid space, the financial aid page 93 00:06:46.720 --> 00:06:49.959 specifically. And if your listeners know this, they're in higher ad They know 94 00:06:50.000 --> 00:06:56.079 that sometimes that financial aid page can be maybe less than marketing focused. You 95 00:06:56.079 --> 00:06:59.959 know, when you think about landing pages, that's kind of thing because there's 96 00:07:00.079 --> 00:07:02.639 that silo, right the financial aid team is managing the financial aid page, 97 00:07:02.639 --> 00:07:06.079 and we love them. They do great work, but sometimes they're marketing, 98 00:07:06.560 --> 00:07:11.319 you know, they're they're not thinking marketing first. So at the University of 99 00:07:11.360 --> 00:07:16.160 Montana, you know, we would display in state tuition and you listeners can't 100 00:07:16.199 --> 00:07:19.120 see, but I'm like sort of charting this out. We would display we 101 00:07:19.120 --> 00:07:24.279 would display in state tuition rate above out of state tuition. So if you 102 00:07:24.319 --> 00:07:26.839 were an out of state student and you go to the financial aid page or 103 00:07:26.879 --> 00:07:30.879 you're not a state parent, you see this displayed in this way, and 104 00:07:30.079 --> 00:07:33.279 your immediate reaction is, oh, well, boy, that's too bad. 105 00:07:33.360 --> 00:07:36.600 You know, it's it's sort of a it's not a great experience if you're 106 00:07:36.600 --> 00:07:39.959 an out of state parent to say, oh, jeez, if I was 107 00:07:40.000 --> 00:07:43.920 just a Montana resident, i'd pay thousands of dollars less, when in reality, 108 00:07:44.240 --> 00:07:46.000 when I was at the university, it was clear that a lot of 109 00:07:46.000 --> 00:07:50.160 the surrounding states, Washington, California, even Oregon, like you come to 110 00:07:50.199 --> 00:07:55.399 the University of Montana, you'll pay less than you do in state at those 111 00:07:55.439 --> 00:07:57.639 in those states. I don't know if that's still true today, but at 112 00:07:57.639 --> 00:08:00.480 the time it was, so we wanted to promote that in a way. 113 00:08:00.519 --> 00:08:03.800 So of course we go out looking for well, okay, how do we 114 00:08:03.839 --> 00:08:05.959 do this. Let's just go find the product that helps us do this. 115 00:08:05.360 --> 00:08:09.160 And when we couldn't find one, of course that's when and I say we, 116 00:08:09.319 --> 00:08:13.439 my co founder and I Nick Shawn's um went out and decided to build 117 00:08:13.480 --> 00:08:16.639 this. And and you know, to Bart your question, why is this 118 00:08:16.720 --> 00:08:22.959 important? I think it's important for a lot of reasons. It's segmenting the 119 00:08:22.040 --> 00:08:26.160 same way that you would segment emails. So somebody that gets an email from, 120 00:08:28.000 --> 00:08:31.559 uh, the University of Arkansas, and that person lives in New York, 121 00:08:33.360 --> 00:08:37.720 and the emails blasted to everybody nationwide, uh, and it's the same 122 00:08:37.759 --> 00:08:41.399 email. Like you're we just know as marketers, you're going to get a 123 00:08:41.440 --> 00:08:45.159 lower response rate if you do that. Then if you personalize it to your 124 00:08:45.200 --> 00:08:50.120 prospective students or your applicants or your admitted students that live in New York, 125 00:08:50.399 --> 00:08:54.639 Hey, we're from the University of Arkansas. I recently saw a unit a 126 00:08:54.679 --> 00:08:58.279 Northern Arkansas marketing campaign that was like, why you know, when your family 127 00:08:58.320 --> 00:09:01.799 asks you why you're moving to Arkansas, here's what you say, and here's 128 00:09:01.840 --> 00:09:05.279 why you're doing this, and and maybe you sort of play it up like 129 00:09:05.320 --> 00:09:13.200 that and and you know, not being gen z um. So I don't 130 00:09:13.200 --> 00:09:18.240 want to talk necessarily totally for them, but we see it everywhere across generations. 131 00:09:18.320 --> 00:09:20.960 Is why is it important? Why is it important to personalized messaging? 132 00:09:22.000 --> 00:09:26.200 Well, because it just feels more relevant. So Geo flied website. If 133 00:09:26.240 --> 00:09:31.080 done correctly, the user doesn't really know that the content is being personalized for 134 00:09:31.159 --> 00:09:33.559 them. It just is like, Oh, there's an alumni that lives in 135 00:09:33.559 --> 00:09:37.159 Austin from this university and I'm from Austin. That's really cool, and they're 136 00:09:37.159 --> 00:09:41.679 featured on the homepage. We will be right back after a word from our 137 00:09:41.679 --> 00:09:50.360 sponsor. Today's podcast is brought to you by our d O Education Solutions are 138 00:09:50.440 --> 00:09:56.960 DAO helps colleges and universities increase access to education while giving students and families financial 139 00:09:56.960 --> 00:10:01.039 peace of mind. Our dayo's Loan with Payment Assistant program ams known as l 140 00:10:01.120 --> 00:10:07.600 raps, help students with modest incomes repay their federal student parent plus in private 141 00:10:07.639 --> 00:10:13.039 loans are dao's l raps give students the confidence they need to enroll and are 142 00:10:13.080 --> 00:10:16.519 a win win for your institution. To learn more about our d O and 143 00:10:16.559 --> 00:10:22.559 see case studies from institutions like yours, d O dot org. That's a 144 00:10:22.840 --> 00:10:30.919 r d e O dot org. Welcome back. Let's rejoin the conversation right 145 00:10:30.960 --> 00:10:35.039 here on the higher ed marketer. It's one of those things that it's not 146 00:10:35.080 --> 00:10:37.480 being done that much, and so it's it's kind of an unexpected surprise. 147 00:10:37.919 --> 00:10:41.360 And I think that's one of the things that really helps out in today's higher 148 00:10:41.360 --> 00:10:46.799 reed marketing is when we can do something that's extremely targeted, extremely relevant. 149 00:10:46.360 --> 00:10:50.759 UM. We had a conversation, uh in a recent podcast with Bob Johnson, 150 00:10:52.120 --> 00:10:54.360 you know, kind of a leading higher ed marketing expert, and he 151 00:10:54.399 --> 00:10:56.879 talked a lot about the idea of, you know, taking the information that 152 00:10:56.960 --> 00:11:01.559 we know about people and customizing their experience. It's based on that and he 153 00:11:01.600 --> 00:11:05.320 was talking about it in the in the essence of calm flow. But for 154 00:11:05.399 --> 00:11:09.360 you, we're talking about it from that very first impression that they have because 155 00:11:09.360 --> 00:11:11.320 a lot of times, i mean, we look at all the studies that 156 00:11:11.799 --> 00:11:15.360 the rn l E, expectations, reports and everything else always tell us that 157 00:11:15.600 --> 00:11:18.159 the website is the number one, you know, first impression that people have 158 00:11:18.200 --> 00:11:22.080 about our schools. And so the fact that if that first impression not only 159 00:11:22.120 --> 00:11:26.320 starts here, but can go up even higher because all of a sudden, 160 00:11:26.240 --> 00:11:31.879 I'm looking in the mirror at something that I recognize, whether it's an alumni 161 00:11:31.039 --> 00:11:35.639 testimonial, some social proof from somebody that's near where I'm coming from, or 162 00:11:35.679 --> 00:11:39.720 even that like you said, that statement that says what I might qualify from 163 00:11:41.279 --> 00:11:43.120 because of my location. Let's say I'm an in state or I'm out of 164 00:11:43.200 --> 00:11:46.679 state or whatever. I really love that idea, and I think that does 165 00:11:46.759 --> 00:11:50.919 I mean, you're right, it doesn't make specifically for gen Z, but 166 00:11:50.960 --> 00:11:54.039 I think everybody wants to kind of feel like they get me even before they 167 00:11:54.159 --> 00:11:58.679 really know me. And I think that's a that's a great point. Yeah, 168 00:11:58.879 --> 00:12:03.000 yeah, totally. And the cool part two to your point about personalization 169 00:12:03.080 --> 00:12:07.679 is a lot of times colleges already have this information, this content exists on 170 00:12:07.720 --> 00:12:13.720 their website, so they just need to surface it to the user earlier. 171 00:12:13.240 --> 00:12:18.960 You know, take an international student as an example. Colleges have tons of 172 00:12:18.000 --> 00:12:24.279 information about international enrollment, international applications. But when somebody visits their homepage, 173 00:12:24.879 --> 00:12:28.360 uh, they see the same thing that everybody else sees. Wouldn't it be 174 00:12:28.480 --> 00:12:31.360 wouldn't it be cool if they just, hey, you add a button that 175 00:12:31.399 --> 00:12:35.120 says interested in our total exam requirements like click here, and maybe that disappears 176 00:12:35.120 --> 00:12:41.200 if you're visiting from the United States. Yeah, so I'm guessing the software 177 00:12:41.240 --> 00:12:45.960 allows you to kind of do you know, not only targeting a specific location. 178 00:12:46.000 --> 00:12:48.279 So I can say, if they're from Austin, serve this up, 179 00:12:48.559 --> 00:12:50.960 but it also says, if they're not from these areas, serve this up. 180 00:12:52.759 --> 00:12:56.279 That's right, that's right. And and to your point, bart about 181 00:12:56.960 --> 00:13:01.240 like serving the relevant content moving from New York and then you know, a 182 00:13:01.240 --> 00:13:05.919 couple of stops along the way, but landing in Montana, I think colleges 183 00:13:05.000 --> 00:13:09.440 and maybe your listeners would sort of identify with this. A lot of times 184 00:13:09.440 --> 00:13:13.559 admissions professionals are hired from Oh they were the tour guide and then they sort 185 00:13:13.600 --> 00:13:18.399 of graduated and now they're the biggest advocates for the university, which is awesome, 186 00:13:18.480 --> 00:13:22.759 Like, of course you want those people in your admissions office sort of 187 00:13:22.799 --> 00:13:28.120 shouting all the accolades and UH talking about their experiences at the university. That's 188 00:13:28.240 --> 00:13:33.799 extraordinarily valuable. However, I also found it extremely valuable to enter the team 189 00:13:33.799 --> 00:13:39.039 as an outsider UH and I hope that the team found that valuable as well. 190 00:13:39.240 --> 00:13:41.480 That I was at the University of Montana in admissions and this is my 191 00:13:41.559 --> 00:13:45.919 first time in Missoula. I knew nobody, so I was looking at it 192 00:13:45.960 --> 00:13:50.759 from the point of view of a first time visitor to the town. And 193 00:13:50.879 --> 00:13:54.399 when I would read marketing messages like go Grizz, you know, the Grizz 194 00:13:54.519 --> 00:13:58.840 or the football team here and the athletics here, Um, it didn't really 195 00:13:58.279 --> 00:14:01.720 resonate with me. I didn't really get it. I wasn't a huge Grizz 196 00:14:01.720 --> 00:14:05.559 fan at the time, and I am, of course now. But you 197 00:14:05.600 --> 00:14:09.159 know, ten years ago when I started, Go Grizz meant very little to 198 00:14:09.200 --> 00:14:13.120 me, And so I could sort of add to the conversation, Hey, 199 00:14:13.200 --> 00:14:18.159 if we're sending things to you know, New Yorkers or even out of state 200 00:14:18.200 --> 00:14:20.320 US, you know people in Seattle, go Grizz might not mean that much, 201 00:14:20.360 --> 00:14:24.720 Like maybe we should have a different message for out of state students. 202 00:14:26.639 --> 00:14:31.919 That's that's less sort of inside baseball. But in state, absolutely, let's 203 00:14:31.240 --> 00:14:35.480 shout go grizz from the rooftops. People know it. Chances are they have 204 00:14:35.519 --> 00:14:37.519 relatives that went to the university. But out of state, you know, 205 00:14:37.559 --> 00:14:41.200 you can throw that playbook out the window. So it gives you the opportunity 206 00:14:41.240 --> 00:14:46.320 to also have multiple playbooks. We've talked about at a high level that your 207 00:14:46.399 --> 00:14:52.639 service offers customization, but uh, specifically, what types of things or what 208 00:14:54.039 --> 00:15:00.240 web pages do you apply this technologically to the most there is the for me, 209 00:15:00.320 --> 00:15:05.480 that rule of your website traffic probably comes from five percent of your pages. 210 00:15:07.320 --> 00:15:09.519 So one of the first things we'll do is, there's really no hard 211 00:15:09.559 --> 00:15:13.919 and fast rule. Will take a look if if the university has it, 212 00:15:13.919 --> 00:15:18.000 which hopefully they do, we'll we'll peel back a layer of uncertainty and discover, 213 00:15:18.120 --> 00:15:22.080 oh, okay, it looks like actually, uh, the financial page 214 00:15:22.200 --> 00:15:26.080 is certainly one we talked about, um, you know, and then we 215 00:15:26.120 --> 00:15:30.799 try to discover with whatever university we're working with, are there opportunities that just 216 00:15:31.039 --> 00:15:35.279 makes sense here? You know, sometimes it it might not make sense to 217 00:15:35.320 --> 00:15:39.080 just take the college a business page and spend a lot of time personalizing it. 218 00:15:39.240 --> 00:15:41.360 When you've come to learn that hey, parents and prospective students aren't really 219 00:15:41.399 --> 00:15:45.799 going to these pages. A good example is like the University of Oregon. 220 00:15:46.399 --> 00:15:50.399 So the University of Oregon has an orientation that they do in the state of 221 00:15:50.440 --> 00:15:56.320 Hawaii. They have an orientation for anybody from Hawaii attending the University of Oregon. 222 00:15:56.840 --> 00:15:58.559 And you go to the orientation page and you really have to dig to 223 00:15:58.600 --> 00:16:03.919 find this information. But how easy would it be to say, if you're 224 00:16:03.960 --> 00:16:07.960 from the state of Hawaii and you go to our homepage, you see, 225 00:16:08.120 --> 00:16:12.279 hey, did you know that there's an orientation just for you. So sometimes 226 00:16:12.279 --> 00:16:15.639 it's not these are the pages that were Geoflyne, it's these are the pages 227 00:16:15.720 --> 00:16:22.799 that we're sort of surfacing to the homepage. And ninety of our customers it's 228 00:16:22.840 --> 00:16:26.879 the homepage first, and then we try to discover opportunity to I think that's 229 00:16:26.919 --> 00:16:30.279 really a good, good answer and help me understand too. I mean, 230 00:16:30.600 --> 00:16:32.960 we've talked a little bit about some of the use cases. Um, you 231 00:16:32.960 --> 00:16:37.320 know, certainly surfacing that information into the homepage, being able to highlight, 232 00:16:37.519 --> 00:16:41.480 you know, cleaning up the tuition page that it's more relevant from where they're 233 00:16:41.480 --> 00:16:47.399 coming from. I might even suggest or maybe guess that even sometimes on a 234 00:16:47.480 --> 00:16:48.679 on a visit page or other things like that, because I mean, I 235 00:16:48.720 --> 00:16:53.720 know some schools will offer you know, travel reimbursement or different things like that 236 00:16:53.799 --> 00:16:56.840 for out of state especially I've seen that in Southern California. Like if you 237 00:16:56.879 --> 00:17:00.440 know, if I'm going to be traveling from Indiana to uh to a university 238 00:17:00.480 --> 00:17:04.359 in southern California, they might offer a travel reimbursement or something like that. 239 00:17:04.480 --> 00:17:07.759 So those are some of the use cases that I can think of right off 240 00:17:07.759 --> 00:17:10.960 the top of my head. But I mean, what are some of the 241 00:17:11.079 --> 00:17:14.880 unique ones that you've you've witnessed and seen too. And maybe it's not in 242 00:17:15.000 --> 00:17:17.559 higher ed, but I mean I know that you do a lot of different 243 00:17:17.599 --> 00:17:19.400 things. But just to kind of get people thinking about it, because I 244 00:17:19.400 --> 00:17:23.039 mean, this is a I mean, I'm not gonna I'm not gonna pitch 245 00:17:23.079 --> 00:17:26.440 for you guys, but this is a very affordable solution that just about any 246 00:17:26.480 --> 00:17:32.319 school could could you know, sign up for and and in very short time, 247 00:17:32.400 --> 00:17:33.839 I think even so on your website, like you know, your starter 248 00:17:33.960 --> 00:17:37.000 is only nineteen dollars a month and launch in fifteen minutes. I mean, 249 00:17:37.319 --> 00:17:41.119 this is a pretty incredible opportunity. So let's just talk through what some of 250 00:17:41.160 --> 00:17:45.440 those other use cases that other you know, institutions as well as your other 251 00:17:45.519 --> 00:17:51.240 maybe non higher ed clients are using it for. Yeah, so that's a 252 00:17:51.240 --> 00:17:56.240 great question. College is certainly uh, something as simple as testimonials. You 253 00:17:56.240 --> 00:18:00.440 know, Hey, I'm gonna surface a location based testimony. And it can 254 00:18:00.480 --> 00:18:03.640 be regional too. You know, it doesn't have to be you're from Albuquerque, 255 00:18:03.920 --> 00:18:07.920 you know, Western Albuquerque High and it's like, whoa, that's kind 256 00:18:07.920 --> 00:18:11.519 of weird. You know, don't don't do that right, get get relevant 257 00:18:11.559 --> 00:18:15.880 and regional. Um. The other thing that we've seen really effective since bart 258 00:18:15.960 --> 00:18:18.319 this is your world is college admissions and it was mine. Um in college 259 00:18:18.440 --> 00:18:25.039 enrollment is if you have people on the road. And this is also sort 260 00:18:25.039 --> 00:18:27.359 of one of the doors that I opened and admissions that led to this idea. 261 00:18:29.440 --> 00:18:32.559 You have people on the road, You're paying good money for their time 262 00:18:32.599 --> 00:18:37.640 and resources, and they're working hard for your university. There your road warriors, 263 00:18:37.640 --> 00:18:42.839 Like why not book more coffee meetings when you know your team from the 264 00:18:42.920 --> 00:18:48.400 University of Colorado is going to Boston? Throw up a throw up a simple 265 00:18:48.400 --> 00:18:51.519 call to action button on the website. Hey, we're coming to Boston. 266 00:18:51.680 --> 00:18:53.759 And the cool part about geoflies you can start and stop content, So you 267 00:18:53.799 --> 00:18:56.680 could say, all right, Trevor, when are when are you going to 268 00:18:56.720 --> 00:19:00.440 Boston? Oh you're coming back on you know, December fift So we're gonna 269 00:19:00.440 --> 00:19:07.039 have this button on the website until December, and then anybody from Boston who 270 00:19:07.039 --> 00:19:11.480 comes to our site is going to see this button on the homepage that says 271 00:19:11.480 --> 00:19:15.519 we're coming to Boston. Book a coffee meeting, and you got a nice 272 00:19:15.559 --> 00:19:18.200 picture of Trevor there with them and everything else. I mean, that content 273 00:19:18.240 --> 00:19:21.559 is there exactly, and then all of a sudden, Trevor's inboxes lighting up 274 00:19:21.559 --> 00:19:25.960 with Boston leads. And yes, you can also email your Boston inquiries, 275 00:19:26.000 --> 00:19:30.359 but that only gets the people who have already inquired. Geo Fly kind of 276 00:19:30.400 --> 00:19:36.039 lives one step above that. It's in the activation stage. You could you 277 00:19:36.039 --> 00:19:38.279 know, Barton, this is something that your team could could definitely execute on 278 00:19:38.319 --> 00:19:44.960 as you could um you could run ads to Boston like so you're driving people 279 00:19:45.000 --> 00:19:48.160 to the homepage and then when they get to the homepage they see a Boston 280 00:19:48.200 --> 00:19:52.000 specific content. So you continue to tell that story all the way through from 281 00:19:52.039 --> 00:19:56.440 your ad your AD target matches, your AD copy matches your destination, you 282 00:19:56.599 --> 00:20:00.839 r L and then and then Trevor has a bunch of means. Yeah, 283 00:20:00.960 --> 00:20:03.240 and I love the fact too that we talked about a little bit earlier. 284 00:20:03.240 --> 00:20:07.680 But the idea that we are using content and we're using actually we're using content 285 00:20:07.720 --> 00:20:11.400 that we already have. So everybody who ever comes to visit your website, 286 00:20:12.000 --> 00:20:17.880 they reveal their IP address. We don't necessarily know that, we don't necessarily 287 00:20:17.960 --> 00:20:19.240 harvest that. You know, you can't get to it like you used to 288 00:20:19.279 --> 00:20:22.759 be able to in Google Analytics. Um, but but it's there, and 289 00:20:22.799 --> 00:20:27.480 it's and it's publicly available, and tools like gi fly basically allow us to 290 00:20:27.559 --> 00:20:32.920 harvest that and harness it. And it's yet just another opportunity for us to 291 00:20:33.279 --> 00:20:37.640 personalize and experience based on information that we have about a visitor. I think 292 00:20:37.680 --> 00:20:41.799 that's I think that's brilliant. Yeah, And it came from me going to 293 00:20:41.880 --> 00:20:44.759 Boston having a lot of time on my hands, you know, like, 294 00:20:44.839 --> 00:20:48.680 how could I get more people that sign up? It's like I flew all 295 00:20:48.720 --> 00:20:52.480 the way out. They only know on the homepage that I that I was 296 00:20:52.519 --> 00:20:55.599 here. If they only knew that on the home page. That'd be great. 297 00:20:56.599 --> 00:21:02.039 That's great, So let's talk about yeah, yeah, so let's I 298 00:21:02.319 --> 00:21:03.640 want to just I mean, we've already talked a little bit about Okay, 299 00:21:03.640 --> 00:21:07.119 it's it's very affordable. It can be up and running fast. I mean, 300 00:21:07.640 --> 00:21:11.079 I mean, it is as simple as like putting a YouTube link on 301 00:21:11.079 --> 00:21:15.039 I know when I embattle YouTube video on my website, it's pretty simple, 302 00:21:15.160 --> 00:21:19.240 is it. Is it like that? So geo fly works. It's it's 303 00:21:19.279 --> 00:21:25.960 more like adding a Google Analytics pixel on your website, so you know, 304 00:21:26.039 --> 00:21:29.720 to not get two in the weeds. You design and build everything in geo 305 00:21:29.759 --> 00:21:33.240 fly, so it brings in your website. This is not a new website, 306 00:21:33.279 --> 00:21:36.680 it's not a new landing page. It brings in your existing website. 307 00:21:37.160 --> 00:21:40.799 You hover over the parts of your website that you want to change, and 308 00:21:40.839 --> 00:21:44.160 then you click it and let's say it's a call to action button. Instead 309 00:21:44.200 --> 00:21:48.559 of saying sign up, it says meet Travis for coffee or was it Trevor? 310 00:21:48.599 --> 00:21:52.440 I forget Meet Trevor for coffee, and then you know, you hit 311 00:21:52.440 --> 00:21:56.920 published. And as long as you install the geo fly pixel on the back 312 00:21:56.000 --> 00:21:59.920 end of your website. This could be through Google tag manager. It just 313 00:22:00.039 --> 00:22:03.319 has to live in the header of your website. And we have a team 314 00:22:03.319 --> 00:22:06.359 that can help you do that, that communicates with your web team if you 315 00:22:06.359 --> 00:22:10.440 don't do it yourself, and then it works. So then you decide, 316 00:22:10.720 --> 00:22:14.039 you know what for what region do we want to show this content for? 317 00:22:14.200 --> 00:22:17.559 Maybe it's Boston, and then what we've got a counselor going to you know, 318 00:22:17.640 --> 00:22:21.640 going to Chicago and uh, and then you have published in it in 319 00:22:21.720 --> 00:22:26.000 it's life. That's great. And I guess there's even probably uh, you 320 00:22:26.039 --> 00:22:30.440 know, different logic available with the regions, so I can say I want 321 00:22:30.440 --> 00:22:36.359 to do international but not Canada. I want to do international but not England 322 00:22:36.359 --> 00:22:38.559 because we've got a certain relationship. I mean, is there that kind of 323 00:22:38.599 --> 00:22:42.039 logic back there? As far as how how granular I can get on the 324 00:22:42.200 --> 00:22:47.720 on the locations, you can get really granular in the way that you build 325 00:22:47.720 --> 00:22:52.359 your locations for personalization. You know, the way that you build your locations 326 00:22:52.400 --> 00:22:57.519 for targeting your personalized content is we have three ways. One is a radius, 327 00:22:57.559 --> 00:23:00.319 So you could say I want to I want everybody in Chicago to see 328 00:23:00.359 --> 00:23:04.640 this image, and then everywhere else just sees the default website as it exists 329 00:23:04.680 --> 00:23:08.920 today. You can do states, So you could do I want these ten 330 00:23:10.000 --> 00:23:12.279 states to see this content, and I want everybody else to see the default 331 00:23:12.279 --> 00:23:17.359 content. And then you could also do a custom draw which maybe sounds like 332 00:23:17.400 --> 00:23:21.880 what you're sort of alluding to, Bart, is you just draw a polygon. 333 00:23:22.079 --> 00:23:25.440 It can be you know, it can be Eastern Europe, it could 334 00:23:25.440 --> 00:23:29.720 be you know, western Massachusetts. And so you just draw this on a 335 00:23:29.799 --> 00:23:33.640 map. It collects all the IP addresses automagically, and then you decide what 336 00:23:33.680 --> 00:23:38.000 content you want to you want to personalize. I love the word automagically. 337 00:23:38.359 --> 00:23:41.720 It's a good one, which is what it is. Let me just kind 338 00:23:41.720 --> 00:23:44.880 of take it a little bit further and and I mean we've certainly got a 339 00:23:44.920 --> 00:23:48.359 great conversation here going and kind of talking about some of the details, but 340 00:23:48.640 --> 00:23:52.400 um, where do you see this going? I mean, obviously cookies are 341 00:23:52.440 --> 00:23:56.000 going away very soon. And I I'm a big believer and I've been talking 342 00:23:56.000 --> 00:24:00.640 about this for a while that personalization is going to continue to be a growing 343 00:24:00.680 --> 00:24:03.000 thing that not only is nice to have, but it's going to start becoming 344 00:24:03.039 --> 00:24:07.559 expected. I Mean, we all expect when we go to Amazon now that 345 00:24:07.599 --> 00:24:11.400 we're going to be suggested new products that we didn't know about before. That's 346 00:24:11.440 --> 00:24:15.519 just part of our culture and what's going on in the digital realm. And 347 00:24:15.599 --> 00:24:19.799 I've talked to several guests and it's not I think it's it's not sacrilege to 348 00:24:19.799 --> 00:24:25.200 say that sometimes higher reads a little bit behind the scenes, behind the trends 349 00:24:25.200 --> 00:24:29.279 and what's going on, especially in digital marketing. But where do you see 350 00:24:29.279 --> 00:24:33.759 the future of this web page personalization going? And and kind of as you 351 00:24:33.799 --> 00:24:37.000 guys are planning your your roadmap and more things are going, what do you 352 00:24:37.000 --> 00:24:44.079 guys see coming down as far as personalization. It's a it's a great question 353 00:24:44.119 --> 00:24:48.440 something we of course think a lot about. And when we built geo fly, 354 00:24:48.880 --> 00:24:52.640 we set out to be the best at one thing. You know, 355 00:24:52.880 --> 00:24:57.160 are there tools out there that you can personalize content in a similar way to 356 00:24:57.319 --> 00:25:03.720 geo Fly? Um, there are. I think Salesforce has sort of a 357 00:25:03.799 --> 00:25:10.640 content optimization uh sort of platform in their in their wheelhouse. And the way 358 00:25:10.640 --> 00:25:14.720 we like to think about that is they have built a Lamborghini that most people 359 00:25:14.799 --> 00:25:18.440 drive, you know, like a Honda Civic or nothing against Honda Civic, 360 00:25:18.480 --> 00:25:21.880 but you pay for a Lamborghini and you're driving this thing with geo fly we 361 00:25:21.920 --> 00:25:25.319 are always you know, we're we're constantly thinking about, well, what's next, 362 00:25:25.359 --> 00:25:27.799 what's next, and we're getting feature requests. But right now we do 363 00:25:29.119 --> 00:25:33.519 we do website geo personalization, and we do it better than anybody, and 364 00:25:33.680 --> 00:25:37.799 we do it simply. You know, often the simple, the simplest option 365 00:25:37.000 --> 00:25:41.680 is often the best option. So I'm tempted to say, are like, 366 00:25:42.279 --> 00:25:48.240 based on all the application data points that you get from a student, they 367 00:25:48.279 --> 00:25:52.319 go to your site and it's like one to one, so nobody ever sees 368 00:25:52.000 --> 00:25:57.279 the same website. It's personalized to you down, super granular, and I 369 00:25:57.319 --> 00:26:03.160 think for admissions professionals sitting in their chairs listening to this or driving their cars, 370 00:26:03.759 --> 00:26:06.039 you know, their head starts to hurt. They're like, Okay, 371 00:26:06.119 --> 00:26:08.759 well, how much time is that actually gonna take? Um? So it's 372 00:26:08.799 --> 00:26:18.000 balancing that personalized personalization with what impact does it actually have on the metrics that 373 00:26:18.039 --> 00:26:23.519 matter to our to our university, and then how much actual time again is 374 00:26:23.519 --> 00:26:26.640 it is it gonna take? So we see a lot of movement in things 375 00:26:26.680 --> 00:26:33.480 like video. You know, I think personalized video is really, uh is 376 00:26:33.519 --> 00:26:37.119 a trend in the theme that we're thinking about and how do we add more 377 00:26:37.240 --> 00:26:41.160 video? Two personalizations and right now you can change video and you can personalize 378 00:26:41.240 --> 00:26:45.440 video, but it's one of the least used types of content people are changing. 379 00:26:45.720 --> 00:26:48.240 I only see that growing so that when you go to a site, 380 00:26:48.319 --> 00:26:52.519 you instead of an image, you get introduced to Travis the counselor, who's 381 00:26:52.559 --> 00:26:56.160 like, I'm coming to Boston. I'd love to meet with you. If 382 00:26:56.160 --> 00:26:59.559 anybody has places to meet, let me know, you know, drop them 383 00:26:59.599 --> 00:27:03.000 in the in the comments, and maybe it's an interactive form. So we're 384 00:27:03.240 --> 00:27:07.319 we're building something out now that I think is gonna kind of reimagine the way 385 00:27:07.359 --> 00:27:11.839 that that like regional students interact with universities. But that's for another day. 386 00:27:11.079 --> 00:27:15.480 Right that's a t b D. It's in the early state. If you're 387 00:27:15.480 --> 00:27:19.319 interested talked about I was gonna say, let's let's tease that out a little 388 00:27:19.319 --> 00:27:22.880 bit. And I think that's that's great. Thank you, Kyle. We'll 389 00:27:23.039 --> 00:27:29.640 bring that answer in the sequel coming soon to a podcast near you. Kyle. 390 00:27:29.720 --> 00:27:34.240 I think broadly and overall, what you bring to the marketplace can move 391 00:27:34.279 --> 00:27:38.319 the needle. And thank you so much. And after I asked this next 392 00:27:38.359 --> 00:27:42.160 question, we'll make sure that everyone knows the best way to get in touch 393 00:27:42.240 --> 00:27:47.880 with you. But is there something around this conversation that you could give as 394 00:27:47.960 --> 00:27:52.400 a piece of free advice or maybe something that would enable someone to implement immediately. 395 00:27:56.359 --> 00:28:00.240 Yeah, good question. When I thought about for a little bit here, 396 00:28:00.759 --> 00:28:04.559 and we've been really digital talking about what happens on the website having worked 397 00:28:04.559 --> 00:28:07.160 on a college campus. But it's been a little while, so I'm sure 398 00:28:07.160 --> 00:28:11.759 this is something that your listeners already are well aware of. But I always 399 00:28:11.759 --> 00:28:17.720 felt like the most important piece in the recruitment cycle, or one of the 400 00:28:17.759 --> 00:28:22.079 most important pieces, was that college tour. And I've seen different campuses doing 401 00:28:22.079 --> 00:28:26.119 this where they'll have like a bike tour of campus or a walking tour or 402 00:28:26.599 --> 00:28:30.240 you know. I always thought, boy, at the University of Montana, 403 00:28:30.279 --> 00:28:32.599 there's a river that runs right through campus. How cool it be if you 404 00:28:32.599 --> 00:28:37.400 could sign up for rafting tour of the city. Um, And yes, 405 00:28:37.440 --> 00:28:42.519 it's complicated. There's probably some insurance liabilities associated with all of those things and 406 00:28:42.599 --> 00:28:47.559 probably not implementing today. Troy for your question, So sorry if I kind 407 00:28:47.559 --> 00:28:51.920 of avoided that one. But the college tour, that's right. It's like, 408 00:28:52.000 --> 00:28:56.720 hey, spend spend a lot of time evaluating and making your college tour 409 00:28:56.920 --> 00:29:00.920 just remarkable because I think there's there's a competitive manage to the universities that just 410 00:29:02.119 --> 00:29:07.119 knocked their college tour out of the park. Thank you, Kyle. Appreciate 411 00:29:07.200 --> 00:29:12.200 that If one of our listeners would like to reach out to you, what 412 00:29:12.240 --> 00:29:15.759 would be the best way for them to contact you? Check out geo fly 413 00:29:15.839 --> 00:29:21.720 dot com, geo f l I dot com, or simply email me Kyle 414 00:29:21.839 --> 00:29:27.160 k y l e at geo fly dot com. Again, thank you for 415 00:29:27.200 --> 00:29:32.880 being a guest on the podcast and in conversations with Bart. We both think 416 00:29:33.000 --> 00:29:37.440 this is a technology that could really help a lot of colleges university So thank 417 00:29:37.480 --> 00:29:41.839 you for bringing it to our listeners. Yeah, thank you both for the 418 00:29:41.839 --> 00:29:44.759 work you're doing. It's really cool. I've listened to a couple episodes. 419 00:29:44.799 --> 00:29:47.440 When one comes across my feet, oh this is one. All right, 420 00:29:47.480 --> 00:29:49.440 I'm I'm gonna get distracted during my lunch fire. Here here we go. 421 00:29:51.079 --> 00:29:56.480 So thank you. We appreciate that, Kyle Bart, do you have any 422 00:29:56.519 --> 00:30:00.960 final thoughts before we sign off from the episode. Yeah, I just wanted 423 00:30:00.000 --> 00:30:03.599 to kind of re emphasize a couple of things that Kyle said. I mean, 424 00:30:03.599 --> 00:30:07.279 he's got a lot of really good information here. The personalization, I 425 00:30:07.319 --> 00:30:11.480 mean, we constantly talk about that. I think it's so um, it's 426 00:30:11.480 --> 00:30:15.240 so important and uh, and it's one of those things that I think that 427 00:30:17.000 --> 00:30:21.200 this is just a perfect example of yet another way that you can personalize, 428 00:30:21.440 --> 00:30:23.559 and you can personalize in a way that not everybody else is doing. I 429 00:30:23.559 --> 00:30:29.039 mean, you know, everybody puts in somebody's first name in the first part 430 00:30:29.039 --> 00:30:32.000 of the email in the comflow. I mean, that's a lot of people 431 00:30:32.000 --> 00:30:36.119 put it in the subject line. Personalization is kind of becoming commoditized in a 432 00:30:36.119 --> 00:30:38.559 lot of places, but using something like this, I think is another way 433 00:30:38.599 --> 00:30:42.640 to add a level of personalization that isn't just your name here, it's actually 434 00:30:42.640 --> 00:30:47.640 providing them relevant content. And I loved what he talked about with you know, 435 00:30:47.720 --> 00:30:51.039 you have a lot of content that's relevant for your audience that might be 436 00:30:51.079 --> 00:30:53.640 buried in your website and you're expecting them to go find it based on who 437 00:30:53.720 --> 00:30:56.720 they are. This is just a way for us to kind of surface that 438 00:30:56.759 --> 00:31:00.319 to the top. I love the fact that that's the language that Kyle used 439 00:31:00.319 --> 00:31:03.920 in the conversation. So that's a really good thing. And you know, 440 00:31:04.160 --> 00:31:07.480 it just gives you another ability to differentiate. And I really loved what he 441 00:31:07.519 --> 00:31:11.559 talked about with the campus tour is the idea, you know, differentiating your 442 00:31:11.680 --> 00:31:15.319 your campus from everybody else by who are you? What are you doing? 443 00:31:17.000 --> 00:31:18.599 I think this technology does the same thing. It's like, how can I 444 00:31:18.640 --> 00:31:25.759 differentiate this experience based on not only who who is coming, but also who 445 00:31:25.799 --> 00:31:29.559 am I as an institution and what can I offer them that's unique for their 446 00:31:29.559 --> 00:31:33.359 particular location. So I love that. One of the things too that I'm 447 00:31:33.400 --> 00:31:37.839 realizing that I do a newsletter h called Friday Finds, and at the end 448 00:31:37.839 --> 00:31:41.440 of every month, I find some kind of technology that's under five dollars that 449 00:31:41.480 --> 00:31:45.559 could move the needle for higher education. This fits the bill. So if 450 00:31:45.599 --> 00:31:48.200 you if you were to look at this, you know it's an under five 451 00:31:48.559 --> 00:31:52.720 dollar a year investment. To me, it's like, I I know a 452 00:31:52.720 --> 00:31:56.119 ton of people right now that are probably gonna go sign up. And so 453 00:31:56.680 --> 00:32:00.079 I'm really excited to have Kyle on here today. Kyle, thanks for sharing 454 00:32:00.079 --> 00:32:04.400 this with us today and really appreciate you being on the show. The Higher 455 00:32:04.519 --> 00:32:09.880 Ed Marketer podcast is sponsored by Kaylor Solutions and Education Marketing and Branding agency and 456 00:32:10.119 --> 00:32:16.240 by Ring Digital, providing significant listening yield by following your list with precisely targeted 457 00:32:16.240 --> 00:32:21.680 ads on behalf of our wonderful guest Kyle, my co host Bart, and 458 00:32:21.799 --> 00:32:29.519 myself Troy. Thank you very much for joining the podcast today. You've been 459 00:32:29.559 --> 00:32:32.640 listening to the higher ed marketer. To ensure that you never miss an episode, 460 00:32:32.880 --> 00:32:37.119 Subscribe to the show in your favorite podcast player. If you're listening with 461 00:32:37.160 --> 00:32:40.559 Apple Podcasts, we'd love for you to leave a quick rating of the show. 462 00:32:42.279 --> 00:32:45.160 Simply tap the number of stars do you think the podcast deserves. Until 463 00:32:45.240 --> 00:32:45.680 next time,