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Aug. 16, 2022

Best Practices for PPC in Higher Ed Marketing

Best Practices for PPC in Higher Ed Marketing

Many higher ed marketers are curious about paid media and PPC (Pay Per Click) and how to use it effectively.  

Today we talk with Matt Wszolek, the Senior Executive of Marketing & Media at the University of Illinois at Urbana-Champaign. Matt runs the internal agency of the University of Illinois that helps with paid media. Matt unpacks best practices and offers insights on how higher ed marketers can push the envelope forward with paid media.  

Join us as we discuss:

  • The biggest mistake that people make when using paid advertising. 
  • Identifying goals and objectives for future ad campaigns. 
  • Creating curiosity with your ad campaigns. 

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript

WEBVTT 1 00:00:00.040 --> 00:00:06.120 The High Reed Marketer podcast is sponsored by the ZEM APP enabling colleges and universities 2 00:00:06.320 --> 00:00:14.080 to engage interested students before they even apply. You're listening to the Higher Ed 3 00:00:14.160 --> 00:00:19.399 Marketer, a podcast geared towards marketing professionals in higher education. This show will 4 00:00:19.440 --> 00:00:24.320 tackle all sorts of questions related to student recruitment, donor relations, marketing trends, 5 00:00:24.320 --> 00:00:29.120 new technologies and so much more. If you're looking for conversations centered around 6 00:00:29.120 --> 00:00:33.280 where the industry is going, this podcast is for you. Let's get into 7 00:00:33.320 --> 00:00:42.000 the show. Welcome to the Higher Ed Marketer podcast. My name is troy 8 00:00:42.119 --> 00:00:46.880 singer and here with Bart Kaylor, we co host a show where we interview 9 00:00:46.960 --> 00:00:51.399 higher Ed marketers that are interesting and that we feel can move the needle for 10 00:00:51.520 --> 00:00:56.000 other higher ed marketers that listen to the podcast. Today we talked to Matt 11 00:00:56.079 --> 00:01:00.640 Rosolik. He is the senior executive of marketing and media for the University of 12 00:01:00.679 --> 00:01:07.840 Illinois, and this conversation with Matt is exciting, it's impactful and, like 13 00:01:07.959 --> 00:01:12.560 most conversations with Matt, it's very passionate. Today we talk about blocking and 14 00:01:12.640 --> 00:01:18.000 tackling with PPC. Yeah, Troy, I think that, Um, you 15 00:01:18.000 --> 00:01:19.640 know what we've we kind of played around a little bit with the title of 16 00:01:19.680 --> 00:01:23.000 this Um. We talk a lot about differentiation, we talk a lot about 17 00:01:23.120 --> 00:01:27.840 new marketing. Effectively, Matt really runs kind of the the internal agency for 18 00:01:29.040 --> 00:01:33.319 you have. I that helps with paid media, but I think that one 19 00:01:33.359 --> 00:01:37.359 of the things that I've learned is that so many schools are curious about what 20 00:01:37.400 --> 00:01:41.719 I would consider the segment of paid media, which is paper Click Um, 21 00:01:41.760 --> 00:01:45.439 whether that's Google ads or Meta ads or Tiktok or social or whatever it might 22 00:01:45.439 --> 00:01:49.680 be. Matt kind of unpacks a lot of kind of best practices, kind 23 00:01:49.680 --> 00:01:53.959 of what I would call the blocking and tackling of those areas and gives us 24 00:01:53.000 --> 00:01:57.799 kind of kind of some some ideas of how to kind of push the push 25 00:01:57.840 --> 00:02:00.719 the envelope on some things, what to expect, how to set those expectations 26 00:02:00.760 --> 00:02:04.680 up for your leadership, as well as just kind of, uh, you 27 00:02:04.680 --> 00:02:07.120 know, some out of the box thinking of of, you know, paid 28 00:02:07.199 --> 00:02:13.800 media, of of engaging different prospective students and and alumni, and then we 29 00:02:13.840 --> 00:02:16.199 also get into a little bit of details about some connected TV. So this 30 00:02:16.280 --> 00:02:20.280 is a full episode. I think it goes a full forty minutes. So 31 00:02:20.360 --> 00:02:23.919 I would encourage you to really um either listen to the whole thing or take 32 00:02:23.960 --> 00:02:25.800 a couple, you know, to take it in a couple of segments, 33 00:02:25.800 --> 00:02:30.240 but I think it's a really rich conversation that you're going to walk away with 34 00:02:30.280 --> 00:02:34.000 a lot of great ideas and if you're not already a fan of Matt's, 35 00:02:34.280 --> 00:02:38.840 you will be. Here's our conversation with him. Matt recently, we like 36 00:02:39.080 --> 00:02:44.719 kicking off our episodes by asking this question of our guest. Please tell us 37 00:02:44.759 --> 00:02:49.639 something interesting or unique that you've learned recently. So you know, it's funny 38 00:02:49.680 --> 00:02:53.879 because part Troy I get so involved in marketing all the time, right, 39 00:02:53.879 --> 00:02:58.800 but I love to learn outside and form o reason I'm I'm obsessed with space. 40 00:02:59.280 --> 00:03:00.879 I don't know if it's all the back to the future watching as a 41 00:03:00.960 --> 00:03:06.159 child, but space and time and distance is incredible to me, and so 42 00:03:06.199 --> 00:03:08.840 I literally spent a half hour yesterday. I don't know if you saw this, 43 00:03:08.960 --> 00:03:15.680 but there's a radio telescope right a hundred billion light years away is sending 44 00:03:15.719 --> 00:03:21.879 a continuous radio signal. For the first time we've ever received this and it 45 00:03:22.039 --> 00:03:28.080 just like blew my mind thinking there could have been a civilization there billion years 46 00:03:28.120 --> 00:03:30.960 ago and now we're just getting the signal that, hey, here we are. 47 00:03:31.280 --> 00:03:34.960 I think that stuff just blows my mind right. It kind of keeps 48 00:03:34.960 --> 00:03:38.240 a center to a little bit, right because here we are always obsessed and 49 00:03:38.280 --> 00:03:42.039 thinking about our ad campaigns and marketing and what's our higher ends doing? And 50 00:03:42.439 --> 00:03:45.719 but then you think, wow, in the grand scope of things, hundred, 51 00:03:45.800 --> 00:03:47.759 fifty billion light years away, I think we're gonna be okay. Right, 52 00:03:49.840 --> 00:03:53.000 thank you for giving me something to Geek out on this Sunday afternoon. 53 00:03:54.039 --> 00:03:58.719 That's awesome. Thank you. That's exactly what we like to hear. Matt, 54 00:03:58.759 --> 00:04:02.599 if you would tell us your role at the University of Illinois? Yeah, 55 00:04:02.680 --> 00:04:08.080 sure, so. I oversee on the senior executive of marketing and media 56 00:04:08.120 --> 00:04:13.120 and I oversee all of our advertising campaigns paid media. Um. That happens 57 00:04:13.199 --> 00:04:17.720 whether it be from the centralized campus perspective or from any of our individual colleges, 58 00:04:17.879 --> 00:04:23.199 units departments. And it's extraordinary because I'm an almal my Alma moterit as 59 00:04:23.240 --> 00:04:27.360 you have I right, and so for me to give back the insurance like 60 00:04:27.480 --> 00:04:31.360 motivating factor working for my Alma materitor makes it really fun to get up in 61 00:04:31.360 --> 00:04:38.000 the morning and very, very exhausting to go to bed at night. Matt, 62 00:04:38.639 --> 00:04:43.480 you have a unique perspective because I think you and your department, you 63 00:04:43.600 --> 00:04:50.879 touch almost every department area of the campus, because your campus doesn't utilize outside 64 00:04:50.920 --> 00:04:55.319 agencies. It's you and your team. Is that correct? Troy? You're 65 00:04:55.319 --> 00:04:59.319 absolutely right. Um, we don't use agencies. Um, when we're in 66 00:04:59.519 --> 00:05:01.759 we all we don't have the budgets of the large a t and t s 67 00:05:01.800 --> 00:05:04.920 and state farms and verizons of the world and higher. It right. Some 68 00:05:05.079 --> 00:05:10.439 of US have time amounts, some of us have gigantic amounts per se. 69 00:05:11.040 --> 00:05:13.920 But again, we have to be as efficient as possible. And so no, 70 00:05:14.079 --> 00:05:16.759 I don't. We don't use agencies because if we've got to siphon off 71 00:05:16.800 --> 00:05:21.519 even one dollar, that's not going to paid media. That's going to influence 72 00:05:21.560 --> 00:05:26.639 our efficiency and our effectiveness with our very little amount of dollars. And so 73 00:05:26.720 --> 00:05:30.040 we absolutely do. You're right. We do everything in house, everything from 74 00:05:30.560 --> 00:05:36.040 social to Google search to programmatic connect to television streaming, radio PODCASTS. We 75 00:05:36.160 --> 00:05:41.279 do everything certainly ourselves, and I think it gives a lot of joy, 76 00:05:41.920 --> 00:05:45.839 um, for our campaigns to extend even further into the marketplace. Right, 77 00:05:45.959 --> 00:05:48.959 because if we're siphoning off those precious dollars. Are We then getting the reach 78 00:05:49.040 --> 00:05:53.000 we wanted? Are we gonna hit the amount of eyeballs that we wanted? 79 00:05:53.160 --> 00:05:56.279 Are we going to get the type of form fills that we needed? Probably 80 00:05:56.319 --> 00:05:58.839 not. Yeah, I love that, Matt. I think that, uh, 81 00:05:59.240 --> 00:06:02.040 I think it is a good example of also, I think that, 82 00:06:02.160 --> 00:06:04.879 you know, being in day in day out, you're gonna have a better 83 00:06:05.120 --> 00:06:10.160 pulse on everything. Um, you know, I'm an outside agency. I'm 84 00:06:10.160 --> 00:06:14.040 asked sometimes to come in and help with different elements and we would come to 85 00:06:14.079 --> 00:06:17.160 the table with different elements. But I think that you're right to have the 86 00:06:17.199 --> 00:06:21.759 internal expertise that you guys have and to be able to leverage that a hundred 87 00:06:21.839 --> 00:06:25.319 percent for the school. I command you, guys, because I mean I 88 00:06:25.360 --> 00:06:29.600 think that's that's awesome and I think that's a really good stewardship model. But 89 00:06:29.680 --> 00:06:31.399 tell me a little bit about, you know, some of the things that 90 00:06:31.399 --> 00:06:35.160 that how these initiatives kind of how you can kind of get those going, 91 00:06:35.199 --> 00:06:39.879 because historically, I mean you've been outside of Higher Ed before you were in 92 00:06:39.959 --> 00:06:43.160 Higher Ed and and a lot of us have, you know, pre higher 93 00:06:43.279 --> 00:06:47.600 ed careers, whether it's in healthcare or corporate or whatever it is. Higher 94 00:06:47.680 --> 00:06:50.720 End, takes a little bit of time sometimes Um to get to the point 95 00:06:50.800 --> 00:06:54.920 of where where things need to be. How do you how do you kind 96 00:06:54.920 --> 00:07:00.759 of work with that internally? You know, so forecasting, you're planning, 97 00:07:00.839 --> 00:07:03.120 you're always looking to the future of these campaigns. And the weird thing is 98 00:07:03.480 --> 00:07:08.360 is because we're only dealing this is my client right, these are the only 99 00:07:08.399 --> 00:07:12.399 people on campus. I'm dealing with the University of Illinoire bandits champaign in every 100 00:07:12.399 --> 00:07:15.879 campaign that we do, right, and so I know exactly what they're planning 101 00:07:15.879 --> 00:07:19.600 looks like, what their budget cycle looks like, what their enrollment deadlines are, 102 00:07:19.879 --> 00:07:24.360 when do they have to have applications and for their master's programs? What 103 00:07:24.480 --> 00:07:29.439 has advancement looking at as far as moving their folks down the engagement needle towards 104 00:07:29.439 --> 00:07:32.680 a giving Tuesday? Right, and so it's a constant communication and getting in 105 00:07:32.759 --> 00:07:38.199 front of all of these people and saying, okay, what's the strategic objectives, 106 00:07:38.360 --> 00:07:40.920 where do you want to go? Where has paid me to fit into 107 00:07:40.959 --> 00:07:44.680 this, and then how are we going to efficiently and effectively use those dollars? 108 00:07:44.720 --> 00:07:48.000 So when we gather all that information from all these different people across campus. 109 00:07:48.199 --> 00:07:53.079 Right, we can then look at and use that forecast to go out 110 00:07:53.120 --> 00:07:58.040 and find the best deal for us. That's buying in bulk, that's creating 111 00:07:58.040 --> 00:08:01.439 economies of scale, because our book us are all over the place. We 112 00:08:01.480 --> 00:08:03.759 have people that spent five bucks, which is a lot of money for them, 113 00:08:05.040 --> 00:08:07.680 people that spent five million. Right. How do we make sure that 114 00:08:07.920 --> 00:08:11.879 it's not just all about the big dogs, but it's about every dog, 115 00:08:11.199 --> 00:08:16.360 right, and making sure that that five gets the attention it deserves, that 116 00:08:16.480 --> 00:08:20.879 someone actually is focused on it, but they're also paying the same prices as 117 00:08:20.920 --> 00:08:24.319 the person that's spending five million. Right, and that's the whole point. 118 00:08:24.319 --> 00:08:26.360 If we can go on and we do this forecasting, it's a very easy 119 00:08:26.480 --> 00:08:30.360 valued proposition that we give it. People like all right, look, you 120 00:08:30.399 --> 00:08:33.519 don't have to pay an agency, so we're gonna work for you for free. 121 00:08:33.919 --> 00:08:35.879 I'm sitting here working for the same campus that you are, so you 122 00:08:35.879 --> 00:08:41.519 know I care. Right. We have access in real time, seven three, 123 00:08:41.240 --> 00:08:45.919 to how your campaign's going, so we can make adjustments to make sure 124 00:08:45.960 --> 00:08:50.799 we're not wasting FRI bullus dollars, and you know I care and you're getting 125 00:08:50.840 --> 00:08:56.120 the same support and service and pricing that no matter who is on campus, 126 00:08:56.360 --> 00:08:58.480 we're all in this together. Why would you say no to that? Right, 127 00:08:58.600 --> 00:09:03.559 and it's a warder that we've grown and had so much more campaigns launched 128 00:09:03.000 --> 00:09:09.039 because the people spending the thousand dollars five don't have to worry about hitting spending 129 00:09:09.120 --> 00:09:13.039 limits or spending minimums with a vendor. Right, we're hitting that together as 130 00:09:13.080 --> 00:09:16.840 a university and now they can actually play in sandboxes they never used to be 131 00:09:16.879 --> 00:09:18.919 able to play. Yeah, I think that's a really good point. I 132 00:09:18.919 --> 00:09:24.519 think that the idea of having that Um, that model of Stewardship at the 133 00:09:24.600 --> 00:09:26.919 University of Illinois makes it a lot of sense. And I'm going to get 134 00:09:26.919 --> 00:09:30.200 a little bit off script here for a second because I know I've got a 135 00:09:30.200 --> 00:09:33.840 lot of people listening that who are like, okay, this is great. 136 00:09:33.240 --> 00:09:37.320 I get what he's saying. With a thousand dollars a month, because that's 137 00:09:37.399 --> 00:09:41.799 my budget and I don't have Matt and his team at my school. What 138 00:09:41.879 --> 00:09:46.919 do I do? Yeah, you know, it's funny because even though there's 139 00:09:46.960 --> 00:09:48.720 a mad at you, I get that question every day. Right, it's 140 00:09:50.039 --> 00:09:54.320 actually the question is even more generic than that. Says, I don't even 141 00:09:54.320 --> 00:09:58.000 know what I should ask for or what kind of budget is necessary. And 142 00:09:58.039 --> 00:10:03.200 that's where you have to subjectively look at what are your goals and objectives of 143 00:10:03.240 --> 00:10:07.320 that particular campaign, right, and when you can look at those specific goals 144 00:10:07.320 --> 00:10:11.879 and objectives, then you can go back and say, all right, maybe 145 00:10:11.879 --> 00:10:16.240 this is a recommended tactic for you. And if that's the recommended tactic and 146 00:10:16.320 --> 00:10:18.919 here's how long that flight. That how long you want that advertising to go 147 00:10:20.000 --> 00:10:22.080 out there, you're looking at three months. You're looking at one tactic. 148 00:10:22.159 --> 00:10:26.279 We think we're only trying to do this. Well, then you only need 149 00:10:26.519 --> 00:10:30.240 x, Y Z as far as your budget goes right and and I think 150 00:10:30.320 --> 00:10:33.759 people get scared because they always think it takes a lot. And that's the 151 00:10:33.840 --> 00:10:39.440 beauty of where we are in this new modern world of digital advertising. Right. 152 00:10:39.639 --> 00:10:43.639 Sure, you can spend money on Outa home billboards, absolutely, and 153 00:10:43.720 --> 00:10:48.320 you could pay sixty dollars for a billboard on the inbound Eisenhower in Chicago. 154 00:10:48.960 --> 00:10:54.720 But you could also take five dollars and do a GEO targeted campaign with Google 155 00:10:54.799 --> 00:11:03.480 search with specific keywords for your individuals, small molecular biology program that contextually brings 156 00:11:03.519 --> 00:11:11.240 in words like biology and science and layers on top of those keywords to where 157 00:11:11.519 --> 00:11:18.720 your five dollars could produce for you countless prospects into your what I call the 158 00:11:18.759 --> 00:11:22.840 farm system that you can then subjectively move up and get to the big leagues. 159 00:11:22.919 --> 00:11:26.159 And that is applying to your school. So, like it doesn't have 160 00:11:26.279 --> 00:11:33.799 to be throwing darks or committing dollars to particular large scale tactics and hoping and 161 00:11:33.919 --> 00:11:37.000 praying that they work right. You can come out with this plan and you 162 00:11:37.000 --> 00:11:41.159 can say I want to try this and if you see that that's not working 163 00:11:41.240 --> 00:11:46.559 right, you simply turn off that Faucet, transfer and optimize it and turn 164 00:11:46.600 --> 00:11:50.000 on a different faucet and see how it's performing there in real time. Right. 165 00:11:50.279 --> 00:11:52.720 That's what's the beauty of this thing. I think people get so caught 166 00:11:52.799 --> 00:11:54.960 up and oh my gosh, I don't have that kind of money or I 167 00:11:56.000 --> 00:11:58.679 don't even know what I'm doing, but there's people out there, whether you 168 00:11:58.799 --> 00:12:03.120 have someone internally like myself, or you have an agency that you work with, 169 00:12:03.759 --> 00:12:07.720 there's people there to help you do you just need to find that strategic 170 00:12:07.879 --> 00:12:13.960 partner that's going to listen and hear what you are looking to do and that 171 00:12:13.080 --> 00:12:16.720 you can trust that they will come back to you and say this is what 172 00:12:16.759 --> 00:12:20.639 we think you should do. You've got to trust us and if you have 173 00:12:20.759 --> 00:12:22.519 that trust, it's going to work. Yeah, and I really like what 174 00:12:22.600 --> 00:12:24.799 you said. They're just a moment ago and I want to point it out 175 00:12:24.799 --> 00:12:31.240 for our audience. It's getting those leads into a farm system. It's nurturing 176 00:12:31.320 --> 00:12:35.120 them outside of the acquisition because I think that too many times people making it 177 00:12:35.440 --> 00:12:41.759 make Um mistakes in the sense that they think I'm gonna run this Google ad 178 00:12:41.799 --> 00:12:46.840 campaign and I'm gonna get you know, I'm gonna fill my funnel with applications 179 00:12:46.879 --> 00:12:52.879 by doing that, and that's not going to happen. Bar. You literally 180 00:12:52.919 --> 00:12:54.759 hit the nail on the head. That's the biggest mistake that people make. 181 00:12:56.399 --> 00:13:00.960 Right. We are not selling by one, get one free big mack point 182 00:13:00.960 --> 00:13:05.519 of sale coupons. Right. We are a long incubation process. I tell 183 00:13:05.559 --> 00:13:09.720 people from the get go, if you think you're going to use paid advertising, 184 00:13:09.960 --> 00:13:15.639 someone is gonna look at your ad and make a life altering life decision 185 00:13:15.799 --> 00:13:20.039 change by seeing an ad and doing it immediately. It's not gonna happen. 186 00:13:20.480 --> 00:13:26.720 Right. Our job with any advertising campaign we do is to simply create curiosity. 187 00:13:26.960 --> 00:13:33.399 Right, click through, come to our specifically designed landing page where we 188 00:13:33.440 --> 00:13:37.480 are wanting to data capture immediately, right to get raise your hands, say 189 00:13:37.519 --> 00:13:43.799 you want more information, and from there it becomes a subjective, long scale 190 00:13:43.960 --> 00:13:50.080 journey where we are your guide and you are the hero. Right, we 191 00:13:50.159 --> 00:13:54.919 will showcase to you individually, not in an ad, not in a television 192 00:13:54.120 --> 00:14:00.320 fift second, not in a streaming radio placement on spotify. It's going to 193 00:14:00.360 --> 00:14:03.799 be that journey once you make it. And so many people get caught up 194 00:14:03.799 --> 00:14:05.919 in the first part of that. Right. What should my ad look like? 195 00:14:07.440 --> 00:14:09.759 Um, are we going to the right target? Is Right, ladering 196 00:14:09.759 --> 00:14:13.399 on it. That's part of it, but it's also what happens. We'll 197 00:14:13.440 --> 00:14:18.720 get them there, we'll get them to absolutely check it out. Not Worried 198 00:14:18.759 --> 00:14:22.480 about that. But what happens afterwards? Are you following up with them in 199 00:14:22.279 --> 00:14:26.600 three weeks after they raised their hand that that's not gonna work. I don't 200 00:14:26.639 --> 00:14:31.799 remember what I did three hours ago. On three weeks. There's a huge 201 00:14:31.919 --> 00:14:35.200 journey. That happens afterwards. Yeah, I think that's so, so critically 202 00:14:35.279 --> 00:14:39.039 important, because I think whether it's an whether it's an ad on Google or 203 00:14:39.840 --> 00:14:41.120 you know, spotify, like you said, or even you know, hey, 204 00:14:41.200 --> 00:14:45.759 we're cool because we're gonna do stuff on Tiktok. If we're really trying 205 00:14:45.799 --> 00:14:50.360 to build that relationship, that's what that's what the goal of paid media is, 206 00:14:50.360 --> 00:14:52.960 is to start a relationship. And I see too many times the called 207 00:14:54.039 --> 00:14:58.919 actions of apply now or you know, or even on your own website, 208 00:14:58.120 --> 00:15:01.480 you know, it's like big bold apply now. It's like you have to 209 00:15:01.679 --> 00:15:05.919 woo the relationship. You cannot just it's like you know, and it's like 210 00:15:07.000 --> 00:15:09.600 asking someone to marry you on your first date. We have to build that 211 00:15:09.679 --> 00:15:13.840 relationship and build that trust. You're totally right, and I'll add to that 212 00:15:13.919 --> 00:15:18.759 too, because at your campus, is right now, of all the people 213 00:15:18.759 --> 00:15:22.960 that are listening to this, you have advancement professionals, right, and they 214 00:15:22.080 --> 00:15:28.200 are going out and trying to find qualified prospects, right, and then they're 215 00:15:28.240 --> 00:15:33.639 soliciting those prospects and they're cultivating those prospects and then eventually they begin to steward 216 00:15:33.679 --> 00:15:37.000 those prospects. That's the journey of all of your customers, not just an 217 00:15:37.039 --> 00:15:43.440 advancement whether it be someone that is looking to have an undergraduate degree or someone 218 00:15:43.480 --> 00:15:48.440 that is literally a tax professional that needs to do a certificate program to keep 219 00:15:48.480 --> 00:15:52.639 their C P A status. There is a journey that they have to go 220 00:15:52.679 --> 00:15:56.600 on to make that happen. And so with your ads, you do you 221 00:15:56.639 --> 00:16:00.480 have to solicit, but then you have to cultivate, you have to build 222 00:16:00.480 --> 00:16:03.960 it up to where they're ready to make that life altering decision. Yeah, 223 00:16:03.960 --> 00:16:07.000 if I proposed to my wife, I think I tried to propose my wife 224 00:16:07.000 --> 00:16:11.360 actually the first thing. I don't think even four hours still together, to 225 00:16:11.480 --> 00:16:17.000 be honest with yeah, and I think that, Um, I think that's 226 00:16:17.000 --> 00:16:18.879 interesting and I guess I wanted to kind of, you know, tease out 227 00:16:18.879 --> 00:16:22.960 a few things too with you, because I think that there's there's a lot 228 00:16:22.960 --> 00:16:26.240 of different ways and different schools at different sizes are doing things differently with with 229 00:16:26.320 --> 00:16:30.679 paid um and even with s e o, I think too. Agree. 230 00:16:30.399 --> 00:16:33.960 I'm curious too, at a big school like you have, I there's got 231 00:16:33.960 --> 00:16:38.639 to be a danger if if everybody goes rogue, then you're kind of cannibalizing 232 00:16:38.679 --> 00:16:45.279 each other, aren't you were, we're we're best friends here, because you 233 00:16:45.360 --> 00:16:51.720 are literally getting you should you should be be beat right literally I'm telling you 234 00:16:51.840 --> 00:16:53.639 right now, that was the number one thing when I started in this role 235 00:16:53.759 --> 00:16:57.840 and we started to put together this tool in the toolbox and anyone on campus 236 00:16:57.840 --> 00:17:03.319 could use ars to help them with their advertising campaigns. As people began to 237 00:17:03.359 --> 00:17:07.400 ask questions, one they were scared that I was going to take their wonderful 238 00:17:07.480 --> 00:17:11.720 ideas and like pass them onto somebody else, even though we're all in the 239 00:17:11.759 --> 00:17:17.799 same family. But the other was they didn't understand exactly what you just said, 240 00:17:17.799 --> 00:17:22.480 and that is, if you're running things independently and you're doing it on 241 00:17:22.519 --> 00:17:26.640 your own, maybe you have some expertise to get into these particular paid media 242 00:17:26.920 --> 00:17:32.640 environments, but when you start to look further, you might have been bidding 243 00:17:32.680 --> 00:17:40.000 against someone across campus for the exact same keywords. You're cannibalizing each other. 244 00:17:40.680 --> 00:17:45.400 Nobody wins that way. And you want to talk about inefficiencies of spend right. 245 00:17:45.640 --> 00:17:48.920 So it was creating this model that allows people to say, Hey, 246 00:17:49.160 --> 00:17:52.279 look who's out there, look what they're doing, but also making sure we're 247 00:17:52.319 --> 00:17:56.960 not competing against each other. And that's the worst thing in the whole wide 248 00:17:56.960 --> 00:18:02.359 world, because then the entire University of annoyer, Bandi, champagne loses right 249 00:18:02.799 --> 00:18:07.000 then that is absolutely never the goal of any campaign. It's for us all 250 00:18:07.039 --> 00:18:11.079 to win, in particular hitting your strategic objectives. So you have to be 251 00:18:11.240 --> 00:18:15.960 upfront, you have to showcase Um what your objectives and tactics are, because 252 00:18:15.240 --> 00:18:18.799 we don't want to cannibalize. It could it could apple and destroy any campaign 253 00:18:18.799 --> 00:18:22.599 and it happens all the time, and so one of the things about looking 254 00:18:22.680 --> 00:18:25.480 at all of these different campaigns at the same time as we can make sure 255 00:18:25.480 --> 00:18:29.440 we do that right. And certainly there are certain areas of crossover that do 256 00:18:29.519 --> 00:18:36.279 occur, but there's so much into day's layering and targeting perspectives that, no 257 00:18:36.319 --> 00:18:40.480 matter what the programs are or what campus might perceive them to be in quote 258 00:18:40.559 --> 00:18:45.039 unquote competition for the same master students, they're really not, because when you 259 00:18:45.119 --> 00:18:51.039 start to put those two separate and you start to learn from the individual that's 260 00:18:51.039 --> 00:18:56.039 applying, that's what will breed them down the right path. It won't again, 261 00:18:56.079 --> 00:19:00.799 it's not that ad it's where are they interacting with it? What are 262 00:19:00.799 --> 00:19:07.240 they asking questions on? It's very subjective in the cultivation process. That's great 263 00:19:07.680 --> 00:19:10.680 and I want to just kind of I'm trying to pull out something, because 264 00:19:10.720 --> 00:19:12.559 we're talking about a lot of things and it's it's just a great conversation. 265 00:19:14.000 --> 00:19:17.640 I mean one we've talked about the idea of if you've got multiple people on 266 00:19:17.720 --> 00:19:21.720 campus, be sure you're not cannibalizing each other and out outbidding each other. 267 00:19:21.759 --> 00:19:23.359 I mean, the only winner in that's Google, the owner winner, and 268 00:19:23.359 --> 00:19:26.000 that's Meta. I mean it's they're good, they don't care. You know, 269 00:19:26.079 --> 00:19:29.680 you can bid to your blue in the face on that. But the 270 00:19:29.720 --> 00:19:32.359 second thing, and you kind of touched on it earlier, but I want 271 00:19:32.359 --> 00:19:34.839 to make sure that everybody understands this, is that you know, we're we're 272 00:19:34.880 --> 00:19:38.359 doing things to to build relationships and part of the way that we're going to 273 00:19:38.400 --> 00:19:42.160 build a relationship is to take them to a place that that conversation can start. 274 00:19:42.559 --> 00:19:47.440 And you talked about a landing page. I one of my pet peeves 275 00:19:47.440 --> 00:19:49.640 and one of the things that just makes my head want to explode. When 276 00:19:49.640 --> 00:19:55.000 I asked somebody to tell me about your your your your paid campaign, I'm 277 00:19:55.000 --> 00:19:57.160 like, where do you send people when they click on this this apply now 278 00:19:57.240 --> 00:20:00.920 button? I always send them to the front page of the website. I 279 00:20:00.960 --> 00:20:07.240 mean, I talk about that. Oh my gosh. So you know, 280 00:20:07.480 --> 00:20:14.200 how long do we have? Um The landing page. Again, you have 281 00:20:14.359 --> 00:20:18.599 to think from the consumer's journey standpoint. Okay, here they are, we've 282 00:20:18.680 --> 00:20:25.559 gotten them excited enough to learn more, right, but we've got to make 283 00:20:25.599 --> 00:20:32.920 sure we continue that journey not only at our pace of what our new marketing 284 00:20:32.920 --> 00:20:34.119 funnel is going to be, now that we've gotten somebody to raise our hands, 285 00:20:34.200 --> 00:20:37.880 but on their terms too. Right. And so the landing page, 286 00:20:38.559 --> 00:20:41.440 you got to make sure that when you get there, yes, it's gonna 287 00:20:41.480 --> 00:20:45.920 be giving some very pertinent information about what the program is, but it's not 288 00:20:45.960 --> 00:20:51.400 going to have thousands of words and it's not going to have all these pictures 289 00:20:51.440 --> 00:20:56.440 that are moving in motion and causing you to scroll through pages and pages of 290 00:20:56.519 --> 00:21:00.559 content. They will abandon ship. We are in head down. I don't 291 00:21:00.599 --> 00:21:06.279 have time for anybody generation. And so when they get there, it's short, 292 00:21:06.799 --> 00:21:11.759 it's concise, it's a quick boom, a dark thrown right at them. 293 00:21:11.799 --> 00:21:15.240 And the critical component, and this is the one that so many people 294 00:21:15.640 --> 00:21:23.480 forget in the landing pages, a very simple and fast way to enter in 295 00:21:23.720 --> 00:21:29.200 an email and say I want to learn more. Here's my email. Click, 296 00:21:30.079 --> 00:21:33.480 not seven questions what's your name, with your address, but because the 297 00:21:33.519 --> 00:21:38.759 more questions you ask, the more opportunities for abandonment you present to them. 298 00:21:40.039 --> 00:21:44.279 You can find out what program they're interested in later, you can find out 299 00:21:44.279 --> 00:21:48.759 where they live later, you can figure out what semester they're looking to apply 300 00:21:48.880 --> 00:21:52.640 for it later, because the more barriers of venture you're gonna have for them, 301 00:21:53.480 --> 00:21:56.480 forget it. It's got to be front and center, it's got to 302 00:21:56.519 --> 00:22:02.240 be right there. It's gotta be easy, is submit and boom, if 303 00:22:02.279 --> 00:22:06.039 you have a back end crm that it goes into. We use slate for 304 00:22:06.039 --> 00:22:10.880 a lot of our things or black book for our advancement efforts. There then 305 00:22:11.000 --> 00:22:15.359 needs to be that quick follow up with that individual to say we're really excited. 306 00:22:17.119 --> 00:22:19.519 Thanks for reaching out. We want to learn more and, to be 307 00:22:19.599 --> 00:22:23.680 honest with your Bart, if you want to be totally frank here, privacy 308 00:22:23.759 --> 00:22:29.240 laws are change in any ways right. So now is the time all of 309 00:22:29.319 --> 00:22:33.960 us across this country and Higher Ed should be having as little barrier ventry as 310 00:22:34.000 --> 00:22:37.839 possible to get people to raise their hands, because we're gonna need that First 311 00:22:37.839 --> 00:22:42.039 Party data because we're not going to be able to target and place ads to 312 00:22:42.119 --> 00:22:47.279 them like we have in the past or currently can. It changes by the 313 00:22:47.319 --> 00:22:51.799 second and so now is the time to start gathering that first party data so 314 00:22:51.880 --> 00:22:56.440 we can then have our own audience versus relying on third parties to provide one 315 00:22:56.480 --> 00:23:00.240 for us. Yeah, two things on that. We talked with J there 316 00:23:00.960 --> 00:23:03.119 a couple of weeks ago about this whole idea of first party data. So 317 00:23:03.160 --> 00:23:06.319 if you haven't listened to that episode, go back and listen to that. 318 00:23:06.720 --> 00:23:10.839 Second thing I think what Matt Just said about landing page R F I S, 319 00:23:11.319 --> 00:23:15.079 you know, request for information forms, that is applicable on every R 320 00:23:15.160 --> 00:23:18.759 F I on your website. I hear too many people say, well, 321 00:23:18.799 --> 00:23:22.400 you know, we we need to ask you know what you're they're graduating. 322 00:23:22.440 --> 00:23:26.400 We need to know this and our crm requests requires this. No, they 323 00:23:26.440 --> 00:23:30.440 don't. I mean figure out a way around it, because you are you're 324 00:23:30.480 --> 00:23:34.839 putting up friction for your prospective students and anytime there's a little bit of friction 325 00:23:36.039 --> 00:23:40.079 they're gonna Abandon Matt's point of where a heads down generation, I don't care 326 00:23:40.079 --> 00:23:42.799 what generation it is. We are now trained that we don't put up with 327 00:23:42.880 --> 00:23:47.759 a lot of the long term things that we used to we have to make 328 00:23:47.759 --> 00:23:51.119 sure that we're on the on the students term and not on our term, 329 00:23:51.440 --> 00:23:53.039 and so I think that's a that's a that's a brilliant way to put it, 330 00:23:53.119 --> 00:23:56.680 Matt. Thank you. We talk a lot about it on this show. 331 00:23:56.400 --> 00:24:00.640 Schools are really struggling today to make the same at spend work. CPMS 332 00:24:00.640 --> 00:24:06.720 are up eight nine year over year on facebook and instagram. Our College clients 333 00:24:06.880 --> 00:24:11.039 are no longer looking for rented audiences. They're looking for an owned community where 334 00:24:11.039 --> 00:24:15.279 they can engage students even before they apply. This is why Zemi has become 335 00:24:15.319 --> 00:24:18.680 so crucial for our clients. With over one million students, close to ten 336 00:24:18.720 --> 00:24:23.559 thousand five star ratings, consistently ranked as one of the top social lapps and 337 00:24:23.640 --> 00:24:27.880 recently one of Apple's hot APPs of the week. There simply isn't anything out 338 00:24:27.920 --> 00:24:32.079 there like it, and we have seen it all. Zem Me not only 339 00:24:32.119 --> 00:24:36.680 provides the best space for student engagement, but the most unique and actional data 340 00:24:36.720 --> 00:24:41.240 for their one sixty college and university partners. We know firsthand from our clients 341 00:24:41.279 --> 00:24:45.039 that Ze me is a must have strategy for Gen Z. Check them out 342 00:24:45.079 --> 00:24:52.559 now at colleges dot Zem dot com. That's colleges dot Z E, m 343 00:24:52.759 --> 00:24:56.839 e dot Com and yes, tell them Barton Troy sent you. Matt. 344 00:24:57.200 --> 00:25:03.400 In speaking to you it's very evident that you believe in doing things differently when 345 00:25:03.440 --> 00:25:07.880 you can, and I think in our pre conversation you mentioned one of your 346 00:25:07.920 --> 00:25:11.799 pet peeves and one of your turn offs is when someone approaches you and they 347 00:25:11.839 --> 00:25:17.440 say school x doesn't like this or we've done this for school. Why could 348 00:25:17.440 --> 00:25:22.119 you expand for our audience? You are a philosophy around that. Oh, 349 00:25:22.200 --> 00:25:27.119 it tracts me nuts, it drives me. Now, look, not everyone 350 00:25:27.240 --> 00:25:32.599 is a great salesperson. Right, fine, but the number one turn off 351 00:25:32.599 --> 00:25:36.160 for me is when I'm talking to somebody like Oh, such and such does 352 00:25:36.279 --> 00:25:38.480 this, you should do it too. Well, how in the world is 353 00:25:38.519 --> 00:25:44.000 that going to cut through the head down generation we just talked about? Right, 354 00:25:44.720 --> 00:25:48.880 that's not unique, that's not different at all, and so we want 355 00:25:48.920 --> 00:25:52.920 to challenge people. If we're going to spend our money, we're gonna always 356 00:25:52.920 --> 00:25:56.000 do it effectively, inefficiency. We've talked about that already. But we're gonna 357 00:25:56.039 --> 00:26:02.440 be unique and different, because that's what's going to get people to have recall, 358 00:26:03.000 --> 00:26:06.319 and that's the one that I'm gonna remember what we did. And so 359 00:26:06.880 --> 00:26:11.559 I literally the first question I will ask people when they're talking to me about 360 00:26:11.599 --> 00:26:17.480 here's why you should do something with us, I will say, I want 361 00:26:17.519 --> 00:26:19.400 to learn more about you, but I'm going to challenge you to come up 362 00:26:19.400 --> 00:26:23.319 with something different. Are you okay with that? Because if you're not, 363 00:26:23.440 --> 00:26:26.960 if you're in a system that is not going to allow us to be creative, 364 00:26:27.279 --> 00:26:30.640 that okay. We've got to buy that billboard and that's the only thing 365 00:26:30.640 --> 00:26:33.880 we're gonna have to do. I want to know that ahead of time because 366 00:26:33.920 --> 00:26:37.240 I don't want to waste your time and I don't want to waste mine. 367 00:26:37.599 --> 00:26:40.880 And so what we will do is we will challenge them with that question. 368 00:26:40.960 --> 00:26:42.480 If they're open to it, and most of them are, because certainly they 369 00:26:42.480 --> 00:26:48.039 want to keep that conversation going, then we will actually follow up with that. 370 00:26:48.119 --> 00:26:51.200 And A and a great example of that. Quite honestly, the best 371 00:26:51.279 --> 00:26:56.200 ideas are when you don't follow the Path and you break off and come up 372 00:26:56.200 --> 00:27:00.680 with something unique and different. Great example is we launched and clear channel airports. 373 00:27:00.920 --> 00:27:03.640 We've been talking to them for years. They come in and they say, 374 00:27:03.720 --> 00:27:07.640 Matt, we think you should advertise it o'hare, why don't you come 375 00:27:07.640 --> 00:27:08.960 out and take a walk around? Oh here, let me show you all 376 00:27:10.000 --> 00:27:12.160 that inventor we have. Now, I've been there hard times, right, 377 00:27:12.200 --> 00:27:15.079 I know the inventory. But sure, we're gonna show up, but I'm 378 00:27:15.079 --> 00:27:18.799 gonna tell you, we're gonna walk that airport and I'm gonna Challenge you. 379 00:27:18.839 --> 00:27:22.039 Are you okay with that? And she said yeah, absolutely, we're all 380 00:27:22.079 --> 00:27:26.160 right with that. Let's do it. So we walk the airport and they're 381 00:27:26.200 --> 00:27:30.599 showing us all these wonderful signs above the escalators or walking down the tunnel to 382 00:27:30.680 --> 00:27:36.599 your aircraft. All fine, I said, let me ask you a question. 383 00:27:37.200 --> 00:27:41.880 We are the university that founded the led. What if we put a 384 00:27:42.160 --> 00:27:49.599 six FT statue landmark, bolted to the ground at terminal three, which happens 385 00:27:49.599 --> 00:27:53.400 to be all the connecting flights that come into Chicago that then go to champagne? 386 00:27:53.960 --> 00:27:59.599 So you're more it's energy. What if we put a six FT statue 387 00:28:00.160 --> 00:28:07.519 bolted to the ground right here? And they said maybe. Really, I 388 00:28:07.519 --> 00:28:11.279 got thrown out about different ideas. This one. Let's talk more on that. 389 00:28:11.519 --> 00:28:17.000 And that's exactly what happened, right, and it's so funny because we're 390 00:28:17.039 --> 00:28:19.279 recording this today. A week ago we put out a post. Now, 391 00:28:19.319 --> 00:28:22.640 this thing has been up for two years now. Granted, we've had some 392 00:28:22.720 --> 00:28:27.359 covid circumstances in there, right, but that doesn't now. If the world's 393 00:28:27.400 --> 00:28:33.400 getting back, everyone's going back to airports. And we put out one social 394 00:28:33.440 --> 00:28:37.319 media post and said Hey, if you've ever been around this thing, set 395 00:28:37.319 --> 00:28:42.720 in your photos right on linked in, linked in of all mediums. We 396 00:28:42.799 --> 00:28:51.079 have forty two hundred likes and a hundred and fifty shares within forty eight hours 397 00:28:51.119 --> 00:28:55.240 of people just excited. We haven't even been there yet to see it right 398 00:28:55.440 --> 00:28:57.079 like, oh my gosh, I can't wait to go, this is amazing. 399 00:28:57.119 --> 00:29:00.960 And all these people passing through the or that's the whole point of these 400 00:29:02.079 --> 00:29:06.160 programs, right. It's moving that level of engagement from A to B. 401 00:29:07.240 --> 00:29:11.079 You can't tell me that those people are more excited about the University of Illinois 402 00:29:11.200 --> 00:29:15.000 and think about when to develop an officer has that coffee in that conversation or 403 00:29:15.039 --> 00:29:18.480 even that zoom call still with that individual and they say hey, you know 404 00:29:18.519 --> 00:29:21.680 what, I was in a here. I got a picture with that. 405 00:29:22.079 --> 00:29:25.839 I'm so excited for you guys to do that. You don't think that's moving 406 00:29:25.880 --> 00:29:29.759 them closer to making a gift back to the university. Right. The same 407 00:29:29.799 --> 00:29:33.720 thing is we always are thinking about these different, unique, innovative things that 408 00:29:33.839 --> 00:29:37.559 can cut through clutter but also distinguish us. You know, I used to 409 00:29:37.599 --> 00:29:44.240 call it winning the water cooler, but a little bit Um. But you 410 00:29:44.240 --> 00:29:45.920 know, we can. We always talk about athletics. You know, you 411 00:29:45.920 --> 00:29:48.599 can never control the action between the lines, right, you know, so 412 00:29:48.960 --> 00:29:52.279 try to influence things outside the lines. Right, and that goes back to 413 00:29:52.359 --> 00:29:56.359 my cup days before being here, right, we could never figure out they're 414 00:29:56.359 --> 00:29:59.400 gonna want to lose. Let's like make the experience great, right. So, 415 00:29:59.519 --> 00:30:00.480 with live aation, we sat down and said, okay, look, 416 00:30:00.839 --> 00:30:03.200 we've got a lot of people that are going to your concerts. We we 417 00:30:03.319 --> 00:30:07.839 are you index great, you're showing us all this wonderful data. What if 418 00:30:08.119 --> 00:30:12.400 before the gates opened the public, five minutes before they opened in the public, 419 00:30:12.960 --> 00:30:17.880 what if anybody that was a university of the Ono, a alumnus that 420 00:30:18.000 --> 00:30:21.960 was going to the concert that day and had lawn seats could get into the 421 00:30:21.960 --> 00:30:25.640 concert and get their lawn spot before everybody else? You've already got the security 422 00:30:25.640 --> 00:30:29.440 there, you've already got the people working the gates. We're not asking you 423 00:30:29.480 --> 00:30:33.759 to put out more expenses. What do you think of that? And they 424 00:30:33.759 --> 00:30:36.599 said, we love that idea, let's do it, and we did right 425 00:30:36.839 --> 00:30:40.160 again. You want to talk about the engagement from A to B. Right, 426 00:30:40.960 --> 00:30:44.920 I got my lawn spot before anybody else like and you know that they 427 00:30:44.960 --> 00:30:48.279 went back to work or have gone their next zoom and told everyone under the 428 00:30:48.319 --> 00:30:53.039 sun that they had the opportunity to do that because they were in aligning right. 429 00:30:53.359 --> 00:30:57.400 That's the kind of cut through the clutter stuff. You're never gonna get 430 00:30:57.440 --> 00:31:00.960 that. When someone's like this, whatever your other college does, well, 431 00:31:02.000 --> 00:31:04.160 then forget it. I don't want to hear it. Literally annoys the heck 432 00:31:04.200 --> 00:31:07.440 out and I want to just make a point to matt that I think that 433 00:31:07.480 --> 00:31:10.640 a lot what a lot of what you're saying I would kind of consider top 434 00:31:10.640 --> 00:31:12.240 shelf. But I think things can come down. I mean, you guys 435 00:31:12.240 --> 00:31:15.480 have relationships with clear channel, you know, with with with live nation, 436 00:31:15.480 --> 00:31:18.200 those types of things. But I think, and I'm trying to encourage my 437 00:31:18.279 --> 00:31:22.319 small schools that are listening right now, and I know some of you are 438 00:31:22.400 --> 00:31:23.359 rolling your eyes and say, boy, wouldn't it great, be great if 439 00:31:23.400 --> 00:31:27.160 I was like that. You are you can do that. I mean, 440 00:31:27.200 --> 00:31:30.720 take what he's doing in O'hare and take it down to your local shopping center. 441 00:31:30.759 --> 00:31:33.880 Take what he's doing at, you know, at live nation, and 442 00:31:33.920 --> 00:31:37.839 take it down to the concert at your local church that you're affiliated with. 443 00:31:38.200 --> 00:31:41.839 There are ways to do it. You just have to think outside the box, 444 00:31:41.880 --> 00:31:44.079 and I think that's the bigger thing that we're talking about here, is 445 00:31:44.319 --> 00:31:48.000 how can you think about things differently? And and let me add to that, 446 00:31:48.039 --> 00:31:51.240 Bart, because you're right, because again they might hear that and go 447 00:31:51.359 --> 00:31:53.000 all that had to be expensive, that had to cost them a lot. 448 00:31:53.440 --> 00:32:00.000 Well, there's other ways to organically create that momentum and excitement right Um, 449 00:32:00.119 --> 00:32:05.480 it cost us a thousand bucks. Thousand Bucks. A few years ago we 450 00:32:06.319 --> 00:32:10.319 got one of those boats that gives architectural boat tours down the city of Chicago 451 00:32:10.359 --> 00:32:13.880 on the Chicago River, and, by the way, if you've never done 452 00:32:13.880 --> 00:32:16.599 it, you absolutely have to. It's really fascinating the history of the architecture 453 00:32:16.599 --> 00:32:20.640 in Chicago and all the different bridges. I digress, but we gave him 454 00:32:20.640 --> 00:32:23.599 a thousand dollars that we want to buy that boat for an hour and we 455 00:32:23.720 --> 00:32:29.079 put our marching on line, on a marching band on that boat. We 456 00:32:29.160 --> 00:32:31.720 sent out a map ahead of time to all of the folks that lived in 457 00:32:31.799 --> 00:32:36.839 Chicago and we're working downtown and said on this day, come see the band 458 00:32:36.839 --> 00:32:40.799 perform on the river. And we just floaded down like a little symphony playing 459 00:32:40.839 --> 00:32:45.480 down the river and people were lined up on the bridges, on the sidewalks 460 00:32:45.559 --> 00:32:51.599 and the parks and everybody had their phones up and everybody then was posting it 461 00:32:51.640 --> 00:32:55.240 out and showing it to everybody. It costs us a thousand dollars. Right, 462 00:32:55.400 --> 00:32:59.240 it doesn't have to be a million. It just has to be something 463 00:32:59.240 --> 00:33:01.000 that's going to be UNIQU can different. End. By the way, you 464 00:33:01.039 --> 00:33:05.119 know who covered it, right? All the local media. Yeah, exactly, 465 00:33:06.279 --> 00:33:09.640 out there, because it's different, it's unique. That's great. Love 466 00:33:09.720 --> 00:33:14.640 that. Love that so much. Well, let's talk a little bit about 467 00:33:14.799 --> 00:33:17.799 where we're going with trends in high red marketing. I mean, there's a 468 00:33:17.799 --> 00:33:21.319 lot of a lot of things we've talked about here today. We've talked about 469 00:33:21.319 --> 00:33:24.119 a lot of digital marketing. Um, you know, I my wife and 470 00:33:24.160 --> 00:33:27.920 I kind of have a have a ritual every evening that we, you know, 471 00:33:28.000 --> 00:33:30.519 watch a show with our kids, usually usually on Disney or something, 472 00:33:30.559 --> 00:33:34.960 and then we watch Hulu and we've got this, you know, this new 473 00:33:35.039 --> 00:33:37.759 murder mystery that we've been we're excited because there's like twenty episodes of it, 474 00:33:37.920 --> 00:33:42.640 twenty seasons of it, so we're set for a good long time. But 475 00:33:42.720 --> 00:33:45.920 I noticed on Hulu they're doing a lot of, you know, interesting things. 476 00:33:45.039 --> 00:33:50.279 As far as you know the streaming ads, and I I've talked about 477 00:33:50.279 --> 00:33:52.680 it before, that I know that they know the big data of of my 478 00:33:52.759 --> 00:33:57.400 household. A lot of those ads are aimed at me because of who I 479 00:33:57.440 --> 00:34:00.720 am, because of where I live. I I see that. But there's 480 00:34:00.759 --> 00:34:04.119 some trends that I'm starting to see with, you know, choose your own 481 00:34:04.119 --> 00:34:07.480 ad. Now I know American Express gives me like three options that I can 482 00:34:07.559 --> 00:34:10.559 choose which ad and and we have a favorite that we always watch because or 483 00:34:10.800 --> 00:34:15.000 the new, the new electric Chevy has a one where the woman is pregnant 484 00:34:15.039 --> 00:34:19.000 and we think that one's funny. So we choose that one. And so 485 00:34:19.480 --> 00:34:22.800 what kind of trends are coming, especially when we look at digital Um as 486 00:34:22.880 --> 00:34:28.360 and in Higher Ed talk a little bit about that. So connected TV is 487 00:34:28.440 --> 00:34:31.920 a spectacular I'M gonna get up on the soapbox here. Perfect connected TV is 488 00:34:31.960 --> 00:34:37.320 spectacular, right. So it allows you to hit the people that you want 489 00:34:37.320 --> 00:34:42.000 to hit right. So you're looking for a certain individual that has interests and 490 00:34:42.239 --> 00:34:45.559 x, Y Z and a certain market, you can do that right, 491 00:34:45.599 --> 00:34:50.920 and so, in theory you can then place that ad in front of the 492 00:34:51.000 --> 00:34:54.400 particular audience that you care of. And so with connected TV there's always two 493 00:34:54.440 --> 00:34:59.760 things, though, that you have to ask yourself. The first is, 494 00:35:00.000 --> 00:35:04.280 what type of Ad Am I going to have? Right, and you've talked 495 00:35:04.280 --> 00:35:07.320 about it. They are evolving at a rapid pace. I mean traditional television 496 00:35:08.000 --> 00:35:13.480 was for sixty years before they had anything besides the thirty second TV spot, 497 00:35:13.719 --> 00:35:17.719 right, Um, and so they're adapting with all different types of wonderful types 498 00:35:17.760 --> 00:35:21.599 of ads that allow you to then a B test within the ad itself. 499 00:35:21.840 --> 00:35:24.519 Which one, which had, did they choose to watch? Right tell. 500 00:35:24.679 --> 00:35:34.519 That's revolutionary for TV. But it's also the second point is where is that 501 00:35:34.760 --> 00:35:42.559 ad running? And this is a dangerous, dangerous thing that many in the 502 00:35:42.760 --> 00:35:49.159 entire private or public or higher ad spear are not necessarily aware of, and 503 00:35:49.239 --> 00:35:55.480 that is when you put your ad out, is an in premium inventory and 504 00:35:55.599 --> 00:36:00.920 most of the times when those ads are put out or with the layering? 505 00:36:00.480 --> 00:36:06.360 Are Ninety nine out of a hundred of your ads running on Pluto television? 506 00:36:06.760 --> 00:36:10.079 I don't have anything against Pluto, but are they all going there? On 507 00:36:10.119 --> 00:36:15.280 the Beverly Hills Channel at two am, are any of your ads showing up 508 00:36:15.280 --> 00:36:21.599 on that? This is US finale in premium content or on sports or in 509 00:36:21.719 --> 00:36:30.199 news like. Learning and understanding specifically where those ads are going is vital because, 510 00:36:30.360 --> 00:36:34.679 just like the old traditional television where it's like I want to be in 511 00:36:34.719 --> 00:36:37.079 the super bowl because you know everybody's watching it, right, you got to 512 00:36:37.159 --> 00:36:42.000 think of all of your ads is how many Super Bowl ads am I getting 513 00:36:42.039 --> 00:36:45.679 to my particular audience? And this is dangerous, and this is a question 514 00:36:45.800 --> 00:36:51.000 whether you use an agency or you don't. If you are the client, 515 00:36:51.119 --> 00:36:55.320 you need to be asking them this all the time. How many of those 516 00:36:55.360 --> 00:37:00.400 ads are showcasing on the platforms that I have value you in the Hulus of 517 00:37:00.440 --> 00:37:05.880 the world, the sling TVs of the world, right, the discovery networks, 518 00:37:05.920 --> 00:37:08.719 the new Disney plus adversion that's coming soon. Right, how many are 519 00:37:08.760 --> 00:37:14.239 there? Because if you get that answer back that's one percent. You might 520 00:37:14.360 --> 00:37:15.599 hear. Oh well, Hey, no, don't worry, still getting your 521 00:37:15.599 --> 00:37:21.159 audience. But what kind of content do you want to marry yourself right, 522 00:37:22.000 --> 00:37:25.079 and that is a critical, critical so, while it's a developing trend of 523 00:37:25.079 --> 00:37:30.000 going into connect TV, as it should be, you need to ask yourself, 524 00:37:30.119 --> 00:37:35.760 and a great question that anyone that's using an agency can ask, and 525 00:37:35.920 --> 00:37:40.440 this is a terrifying statement for an agency to hear. Okay, this will 526 00:37:40.519 --> 00:37:45.119 scare the living but Jesus out of them, you need to say to them, 527 00:37:45.320 --> 00:37:50.599 on whatever particular tactic that you happen to be in this case, let's 528 00:37:50.599 --> 00:37:54.960 stay connected television. You need to ask them. I would love to see 529 00:37:55.039 --> 00:38:01.559 your optimization long because their job, and what my job, and grace land, 530 00:38:01.599 --> 00:38:06.119 who works with me on our side, is this. Look at that 531 00:38:07.239 --> 00:38:10.280 four seven, just because the ads out there. Is it in the right 532 00:38:10.320 --> 00:38:15.199 location? Is it being interacted with the way we want to? That is 533 00:38:15.280 --> 00:38:21.880 all on the optimization side. Asked see their optimization log because that will show 534 00:38:21.920 --> 00:38:28.599 you how much they're paying attention to your strategic goals and objectives. It's vitally 535 00:38:28.639 --> 00:38:31.360 important and just out of curiosity because I know a lot of people this, 536 00:38:31.360 --> 00:38:36.159 this connected TV, is new to them and they don't quite understand that they 537 00:38:36.159 --> 00:38:39.920 could actually reach that shelf. Talk about that a little bit. I mean 538 00:38:40.000 --> 00:38:45.239 I've I've heard things that say, you know what, depending on your budget, 539 00:38:45.280 --> 00:38:46.559 there's a way that you can kind of get to that in a very 540 00:38:46.639 --> 00:38:51.840 affordable way, because you're not doing super bowl ads. You're not spending millions 541 00:38:51.840 --> 00:38:54.599 and millions on Super Bowl ads, because of the targeting that you can do. 542 00:38:55.639 --> 00:38:59.679 Is it the same type of, you know, paper Click model where 543 00:38:59.760 --> 00:39:01.559 you know you're only paying for the ones that get served up, or how 544 00:39:01.559 --> 00:39:06.079 does it work? Yeah, it is. You know, they've got to 545 00:39:06.119 --> 00:39:08.239 view it right and and everyone's different. Again, it's a great question to 546 00:39:08.280 --> 00:39:10.920 ask. Hey, if they abandoned ship through this am I gonna pay for 547 00:39:10.960 --> 00:39:15.559 that impression. But to your point, though, and this is a good 548 00:39:15.559 --> 00:39:17.599 thing for, again, the people that have big budgets, you can cast 549 00:39:17.639 --> 00:39:22.000 a wider net into connected television. It's obviously a much more expensive space, 550 00:39:22.119 --> 00:39:25.800 right. TV is always gonna video is always gonna cost more than than audio 551 00:39:25.840 --> 00:39:30.599 and audio is always gonna cost more than display, right. But for those 552 00:39:30.679 --> 00:39:36.280 with smaller budgets it is a sandbox you can play in. But this is 553 00:39:36.320 --> 00:39:40.960 where that targeting comes into play right, and this is where that, before 554 00:39:42.079 --> 00:39:45.360 you ever launch a campaign in the first place, let's find out and do 555 00:39:45.480 --> 00:39:49.719 some market research. You could do it internally, of who the persona of 556 00:39:49.840 --> 00:39:53.840 people are that you're going after, because we only want to target those people. 557 00:39:54.039 --> 00:39:58.119 A lot of times people get caught up in all right, I'm gonna 558 00:39:58.119 --> 00:40:00.559 go into connect the TV, I'm gonna Track and I'm gonna sure it's gonna 559 00:40:00.559 --> 00:40:02.360 be awesome. It's so much better than traditional. But then they cast too 560 00:40:02.360 --> 00:40:07.679 wide of a net and while you might catch some of those fish in the 561 00:40:07.760 --> 00:40:10.480 net, a lot of the fish you caught we're junk. We're really not 562 00:40:12.000 --> 00:40:15.280 ready. So you need to be in that targeted group of people, and 563 00:40:15.599 --> 00:40:20.679 I'll tell you in great place to spend a tiny bit amount of money and 564 00:40:20.719 --> 00:40:25.280 get wonderful premium content. Use that First Party data we talked about. Only 565 00:40:25.360 --> 00:40:30.599 go to those people that have raised their hand. Maybe you can't afford to 566 00:40:30.760 --> 00:40:36.280 go to the millions upon millions of the Super Bowl quality right, but take 567 00:40:36.320 --> 00:40:37.800 all those people that you've gotten raise your hand. You can place hands to 568 00:40:37.880 --> 00:40:42.880 just then and you can do it for pennies, just for their exactly. 569 00:40:42.920 --> 00:40:46.039 I mean that's the ideas that we can upload a list of addresses that you 570 00:40:46.119 --> 00:40:50.519 have in your you know, let's let's just use a traditional Undergrad, you 571 00:40:50.519 --> 00:40:53.519 know, small liberal arts school. You've got five thousand names in your in 572 00:40:53.559 --> 00:40:58.719 your pipeline, people that have, you know, inquired and they haven't filled 573 00:40:58.760 --> 00:41:02.519 out their APP yet. You could upload that list and target that that household, 574 00:41:02.760 --> 00:41:07.119 not only with retargeting with, you know, facebook, Meta those types 575 00:41:07.159 --> 00:41:12.360 of things Google, but you can also do that with connected TV. You 576 00:41:12.400 --> 00:41:15.280 sure can it. And it gets even more crazy. Part you can take 577 00:41:15.320 --> 00:41:19.239 that list right, start on connected TV, but then what's called a cross 578 00:41:19.360 --> 00:41:22.559 device match, right, so you know their household. Now you've grabbed on 579 00:41:22.679 --> 00:41:27.920 that connected TV connects to that Wifi router in their house. You now have 580 00:41:27.960 --> 00:41:31.639 grabbed all of their cell phones, you've grabbed their tablets, you've grabbed other 581 00:41:31.639 --> 00:41:36.840 connected televisions and now when they're on their phone, they get a display, 582 00:41:37.000 --> 00:41:40.119 digital display. Yet you do right. So it can all work together and 583 00:41:40.199 --> 00:41:45.239 you can do that and it's not millions of dollars, ninety thousands of dollars. 584 00:41:45.320 --> 00:41:46.840 You can do that for a very low amount of money. And this 585 00:41:46.920 --> 00:41:52.840 is where it comes into play with and why we do what we do internally 586 00:41:52.880 --> 00:41:55.119 here is right, because so many people don't have tons of dollars that we 587 00:41:55.199 --> 00:42:00.079 can't afford to siphon off dollars to third parties and then vendors and agencies. 588 00:42:00.119 --> 00:42:04.239 We really have to put all of those dollars to work if we want to 589 00:42:04.239 --> 00:42:06.639 do some of these times. That's awesome. Thank you, Matt. That's 590 00:42:06.679 --> 00:42:09.760 great, Matt. I feel greedy asking this question, but it is a 591 00:42:09.840 --> 00:42:15.039 question that we end our episodes with for all of our guests. If there 592 00:42:15.159 --> 00:42:21.119 is one additional thought or idea that you could offer that could be implemented by 593 00:42:21.199 --> 00:42:25.880 marketers immediately or soon after listening to this episode, what would that thought or 594 00:42:25.920 --> 00:42:32.320 idea be? I'll tell you what I think. It's the most under utilized 595 00:42:32.400 --> 00:42:37.440 tool that we all have in our toolbox. I think if you ask every 596 00:42:37.559 --> 00:42:43.199 higher ED institution this country, there the person will tell you. You know, 597 00:42:43.239 --> 00:42:45.000 and I know some people that do that really well and I don't know 598 00:42:45.039 --> 00:42:46.559 that don't do it at all. We will all agree on this, and 599 00:42:46.599 --> 00:42:53.480 that is seo, search engine optimization. If you can get this right and 600 00:42:53.880 --> 00:43:00.079 organically show up when people are looking for you, I can save you a 601 00:43:00.320 --> 00:43:04.599 lot of money. Can't right. If you can get S C o right, 602 00:43:05.519 --> 00:43:09.360 right, just have one individual that's handling and helping everybody, or if 603 00:43:09.360 --> 00:43:15.840 you have a decentralized in university, find that person that's really good and have 604 00:43:15.000 --> 00:43:19.320 them do an internal webinar about S C O and how to make it good. 605 00:43:19.920 --> 00:43:22.639 If you can get that under control. That you want to talk about 606 00:43:22.639 --> 00:43:28.800 efficiencies, there is nothing better price wise than organic. It's number one. 607 00:43:29.239 --> 00:43:35.679 It's number one, and so get S EO under control, solve that first, 608 00:43:36.199 --> 00:43:39.840 because if you can get organic, great, you're already halfway there. 609 00:43:40.280 --> 00:43:43.800 That's great. That's great advice. And, Matt, I'm going to add 610 00:43:43.840 --> 00:43:45.760 to that because I think one of the key elements that I've found, just 611 00:43:45.840 --> 00:43:52.800 even in my own business, writing content on a regular basis that answers the 612 00:43:52.880 --> 00:43:58.079 questions people have about whatever your service or product or offering is, is one 613 00:43:58.119 --> 00:44:00.960 of the best ways to rank higher on CEO. I mean, you can 614 00:44:00.960 --> 00:44:04.480 play all day long with the levers on the back end of everything, but 615 00:44:04.559 --> 00:44:08.119 it comes down to if you have the content that Google Dee's worthy, content 616 00:44:08.719 --> 00:44:17.840 is king, content will always be king, and content gets stale. This 617 00:44:17.880 --> 00:44:23.440 is important to understand and if, if you're looking at it yourself or you 618 00:44:23.480 --> 00:44:30.199 have an agency that's optimizing for you. They should be watching your content. 619 00:44:30.880 --> 00:44:35.280 We can see when the ad is just art. I've seen this thing. 620 00:44:35.360 --> 00:44:37.280 We've all been there. I've seen this at a thousand times. I don't 621 00:44:37.280 --> 00:44:40.400 want to see it again, and that very actually annoys you. Right, 622 00:44:40.480 --> 00:44:45.119 you actually have a less love for the brand when you see that. Add 623 00:44:45.159 --> 00:44:50.519 too much right, follow the math. Follow when you see engagement going down. 624 00:44:50.559 --> 00:44:55.199 With creative and create more content. Stay on top of it, because 625 00:44:55.239 --> 00:45:00.159 again, you might have the best s C e o set up, you 626 00:45:00.280 --> 00:45:02.920 might have the world's greatest placement of ads. Heck, you might even have 627 00:45:04.079 --> 00:45:07.559 the best landing page and marketing funnel system that's ever been created in the history 628 00:45:07.599 --> 00:45:12.599 of Higher Ed, but you've got content that is stale and old. None 629 00:45:12.599 --> 00:45:16.519 of it matters. Content is king and will always be king. Awesome. 630 00:45:16.760 --> 00:45:22.719 Thank you, Matt. Matt, for those of our listeners that you've just 631 00:45:22.800 --> 00:45:27.480 won over, that you've gained fans, for those that would like to reach 632 00:45:27.519 --> 00:45:30.960 out and contact you for any reason, what would be the best way for 633 00:45:30.000 --> 00:45:35.559 them to do so? Yeah, absolutely, I I gotta be honest with 634 00:45:35.719 --> 00:45:38.639 one of the things I love the most about higher Ed is there is this 635 00:45:39.159 --> 00:45:45.840 opportunity to dialogue and learn from each other and use case study analysis. It's 636 00:45:45.880 --> 00:45:49.400 one of the things I love the most about Higher Ed period and your podcast 637 00:45:49.440 --> 00:45:53.039 for that matter. Right is that contact me via email first and foremost, 638 00:45:53.039 --> 00:45:55.800 probably the quickest way, but after that let's set up a time to chat. 639 00:45:55.840 --> 00:45:59.400 I will gladly talk to you. I want to learn from you. 640 00:45:59.719 --> 00:46:01.159 I want to learn what's I want to do a Swat analysis out of our 641 00:46:01.159 --> 00:46:04.920 school. What have you seen that's worked, what hasn't worked? Where is 642 00:46:04.920 --> 00:46:07.880 your biggest optic because there's probably some synergies there and a lot of times we 643 00:46:07.960 --> 00:46:12.480 might not even be playing in the same same sandbox. So let's help each 644 00:46:12.480 --> 00:46:15.679 other. So reach out on my email and wazzle look at Illinois. Ad 645 00:46:15.800 --> 00:46:17.519 To you. We'll set up a time and talk after that. Um, 646 00:46:17.559 --> 00:46:22.480 I love doing this stuff. have me back anytime. We certainly will. 647 00:46:22.159 --> 00:46:25.000 Thank you, Matt Bart. Do you have any final thought do you would 648 00:46:25.000 --> 00:46:30.480 like to share? Yeah, we've covered a lot on this episode and uh, 649 00:46:30.559 --> 00:46:32.679 and, and I think that you know, if you've been inspired by 650 00:46:32.679 --> 00:46:37.159 it, go back and listen to some of the elements again. I think 651 00:46:37.159 --> 00:46:39.599 that a lot of what Matt's talked about is just some of the basics of 652 00:46:39.599 --> 00:46:44.880 blocking and tackling. When it comes down to the paid media. Um, 653 00:46:44.920 --> 00:46:47.239 I think that it's a in many ways it's a shiny object that we all 654 00:46:47.280 --> 00:46:51.360 think that, oh, I can just put my credit card into, into, 655 00:46:51.559 --> 00:46:53.079 you know, my my facebook account and start, you know, getting 656 00:46:53.199 --> 00:46:57.800 leads. Um, yes and no. And I think that Matt's brought a 657 00:46:57.800 --> 00:47:00.559 lot of really good things to bear on that conversation. Shoon, and I 658 00:47:00.559 --> 00:47:05.039 think that there's there's certainly some some tactics, but I think the number one 659 00:47:05.039 --> 00:47:07.320 thing I want everybody to walk away with is that it is a door into 660 00:47:07.320 --> 00:47:12.239 a relationship and at the end of the day, higher education is a long 661 00:47:12.360 --> 00:47:16.119 term play, it's a long decision and this needs to be Um. Every 662 00:47:16.199 --> 00:47:21.079 tactic that we do is to build the relationship. And too, and I 663 00:47:21.119 --> 00:47:24.000 really liked Matt's thing about the you know, the the classic Um, you 664 00:47:24.039 --> 00:47:28.960 know, a story brand type of thing, where we are guides on the 665 00:47:29.039 --> 00:47:32.519 journey of the hero of the whether it's a prospective student, whether it's a 666 00:47:32.599 --> 00:47:37.320 parent of a prospective student, or whether it's a donor. We are the 667 00:47:37.360 --> 00:47:39.039 guide, they're the hero. Let's make sure that we do that and build 668 00:47:39.039 --> 00:47:45.079 the relationship correctly and when it comes time they will convert. But don't expect 669 00:47:45.239 --> 00:47:49.039 your paid media or anything that you do today too, you know, all 670 00:47:49.039 --> 00:47:52.400 of a sudden flood the inbox with all these new applicants who are ready to 671 00:47:52.480 --> 00:47:57.519 matriculate and graduate. It takes work and it takes effort and it takes time 672 00:47:57.639 --> 00:48:00.199 and it takes a process and I think that Matt's done a great job of 673 00:48:00.239 --> 00:48:07.039 helping us understand that. Thank you, Bart. The hired Marketer podcast is 674 00:48:07.079 --> 00:48:12.599 brought to you by Kaylor solutions and education, marketing and branding agency and by 675 00:48:12.679 --> 00:48:17.239 Think, patented, a Marketing Execution Company combining print and digital assets for deeper 676 00:48:17.280 --> 00:48:22.800 engagement. On behalf of Bart Kaylor. I'm troy singer. Thank you for 677 00:48:22.880 --> 00:48:30.360 joining us. You've been listening to the Higher Ed Marketer. To ensure that 678 00:48:30.400 --> 00:48:34.440 you never miss an episode, subscribe to the show in your favorite podcast player. 679 00:48:35.320 --> 00:48:37.559 If you're listening with apple podcasts. We'd love for you to leave a 680 00:48:37.599 --> 00:48:42.039 quick rating of the show. Simply tap the number of stars do you think 681 00:48:42.039 --> 00:48:44.639 the podcast deserves. Until next time,