Transcript
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The High Red Marketer podcast is sponsored
by the ZEMI APP enabling colleges and universities
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to engage interested students before they even
apply. You were listening to the Higher
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Ed Marketer, a podcast geared towards
marketing professionals in higher education. This show
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will tackle all sorts of questions related
to student recruitment, donor relations, marketing
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trends, new technologies and so much
more. If you are looking for conversations
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centered around where the industry is going, this podcast is for you. Let's
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get into the show. Welcome to
the hired marketer podcast, on Troy Singer,
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along with Fart Taylor. Today we
have a wonderful conversation with Stephanie Guyer.
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She currently serves as a director of
Digital Strategy and innovation in the Office
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of Marketing and communications at the University
of Montana, but also she has years
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of experience as a consultant for RNL. Today we get a wonderful lesson on
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data driven marketing from someone who's been
there and someone who has taught it for
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many years. Yeah, Stephanie.
Stephanie's wonderful conversation. She actually was the
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little bit of the beginnings of the
rnl e expectations report, which a lot
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of our listeners will recognize and have
read many times over the last several years.
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So she talks a little bit about
the history of that and the importance
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of what that has done for traditional
High Ed Marketing and understanding especially digital media
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and how students are consuming web and
texting and email and things like that.
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So really a great conversation there and
she just brings so much energy to the
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conversation and wit and wisdom, and
so it's a great it's a great lesson.
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So encourage you to stick around.
Not to mention there is a special
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appearance from her dog Lucy. It's
right. That adds that adds to the
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episode. Here is Stephanie Guyer.
It's our pleasure to welcome Stephanie Guyer,
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who is currently the director of Digital
Strategy and innovation the in the Office of
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Marketing and communications at the University of
Montana, to the high red marketer podcast
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and we are so grateful to have
Stephanie with us because not only does she
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work now on the Eedu side of
the fence, she comes with a lot
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of experience of the other side of
the fence and we're going to try to
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get us much information and guidance as
we can from her, from her years
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of experience. So thank you for
joining a Stephanie. We are so happy
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to have you. Troy, this
is the best meeting I have all day.
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Really happy to be here too,
I must say. Conversations with Stephanie
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are so warm, so lovely and
very entertaining and I'm excited, little bit
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nervous to know what's in store for
this episode. It's so Stephanie, just
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tell us a little bit about your
background. I know that your journey through
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hire at us has kind of been
in a lot of different places and you've
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spent a lot of time at RNL, and I kind of want to talk
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the first little bit about that,
because I think that what you did during
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your time at rnl is very interesting
and a lot of people might recognize it.
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So just tell us little bit about
where, where you are today,
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what your role is today, and
then tell us a little bit about your
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background. Yeah, thank you.
I I'm having such a good time.
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It's a delight to share this with
you. I'm currently at the University of
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Montana, except that I'm not.
I'm in Colorado, where I lived for
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the past twenty five years thanks to
taking on my role at RNL many years
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ago. So I started in high
read at a small private university in Pennsylvania,
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where I'm from, but I've been
on the other side of the Mississippi
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for a very long time. And
I started in marketing and was a client
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of then nor levitts and had a
great experience. Just I was just on
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campus a couple of weeks ago and
I was doing this deep thinking exercise with
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my team and I was drawing on
conversations that I had with Charlie Hutchins,
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who was a fabled hired consultant for
many years, and things that Charlie taught
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me in one thousand nine hundred and
ninety four that are still right and true
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and valuable to new professionals who are
coming in and trying to trying to learn
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how to market to prospective students.
So certainly the tactics that the actual channels
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that we have to use are really
different, but the foundational pieces are still
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holding me up and I think serving
a larger group as well. That's great
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and I know that you you know
your time their University of Montana. You've
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been there for a while now and
you've had a lot of great experiences.
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I think when we talked earlier,
just the idea of, you know,
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kind of re experiencing that that you
know, engagement with students and and some
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of the other things that have been
going on with with maybe even some of
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our other podcast guests. Tell us
a little bit about that. Yeah,
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I was hanging on campus with Alex
Boylan from the college tour and we were
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really happy to have him back to
celebrate the premiere of our episode for the
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University of Montana. And I know
Alex was with you all and he's just
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so sweet and charming and funny and
boy he has the best stories. Like
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definitely might take him out for a
drink and I'm just name maybe name a
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country and see what it has to
say about it. I love that.
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Yeah, right out of the gate, I started in April of last year
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and I was handed to really fantastic
projects. One of them was the college
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tour episode and the other was a
you visit virtual tour and it was a
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lot. It was a lot to
do right out of the gate for someone
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who didn't know her way around campus, didn't have any bank of students that
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I knew. I had to really
dig in with my team get to know
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the campus really quickly and I had
a first time experience that is really surprising
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given thirty one years doing this.
I finally got the keys to the golf
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cart and I didn't put it in
the clerk fork. I didn't. I
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didn't run any run over any students, but that that was a great moment
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and I think the wonderful outcome of
it is that that experience walking campus,
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walking up to the or maybe driving
up to the top and walking down,
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yeah, helped me kind of more
deeply connect with the institution than if I
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just spent all of my days visiting
campus, sitting in conference rooms talking.
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It was great. Isn't that funny? You probably had a little bit more
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the perspective of the student, where
I hear so many college campuses a boy.
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If we can get them on campus
for the tour, we can really
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sell them then, and you got
to experience that. Yeah, got to
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meet a lot of wonderful people.
We were shooting in Doug Emlyn's lab with
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Rhinoceros Beetles and but to visit with
him and he, you know, shared
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a copy of his book with me
was fantastic. I just thought, wow,
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I couldn't have I couldn't have stumbled
into this any other way. That's
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great. That's great to hear.
Part of your experience that you had at
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RNL was having a big contribution to
the expectations report, which is widely known
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throughout the higher it community. If
you would kind of share what that input
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is and what that excuse me,
what it was and your experience and now
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that you're on the other side of
the fence, what similar reports, how
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you will utilize that for the better
met of the university? It was probably
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one of the most transformational opportunities I
experienced while I was working for our now
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we were sitting around conference table,
as one does, and how was one
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of the younger consultants as part of
Noll lots than our now, and so
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folks would turn to me and say, okay, what are these kids doing
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with the way days? And this
was back in two thousand and five.
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Yeah, and you know, I
had some ideas. I had been doing
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a little bit of research myself and
we decided that we needed to create our
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own study, and this is something
that I loved growing up in the null
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of its kind of lineage of Ur. Now is that we were given the
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opportunity encourage to do research to benefit
our client partners. And so, with
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that ethos, that information leadership kind
of mindset, the idea of coming up
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with a research study was quickly push
through leadership and off we went. And
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and the early study was was very
charming because we were asking questions like would
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it be okay if a college or
university that you were interested in sent you
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and email and and maybe a few
years after that, you know, questions
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about, Hey, what do you
think of my space? Would this be
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a place where a college reuniversity might
connect with you? So really a different
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landscape. But that the real joy
of the experience was coming up with the
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study each year and bringing it to
our community, our tribe and you know,
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doing that for our own national conference
or wide variety of other events that
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I was given the opportunity to stand
up and say, Hey, here's a
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really ugly power point with the biggest
amount of data that you can fit into
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a single panel. Let's talk about
it. Yeah, and Lucy things that
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it's very exciting as well a data
for anyway. So that was so much
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fun, not not the standing and
talking about percentages, but the conversations that
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I had with people standing on stage, standing with them inline giving coffee and
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having them asked me about what?
What about this particular thing, or giving
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me great question ideas. Yeah,
people that I have to I have to
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just say that it was so valuable
to me over the course of my career.
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I've been my first college website was
in nineteen ninety eight and you know,
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I had done my first website,
business website, in one thousand nine
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hundred and ninety four. I was
I was a young pup right out of
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college and I told my boss at
the time, Hey, maybe this website
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thing has some legs and marketers should
be doing it. He told he assured
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me it was a fat and that
wasn't going anywhere. Then he sold a
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website and so I got to do
one. Well, my Alma Mater called
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me up and said, Hey,
we think this might be something that schools
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ought to do. This was and
so they did it. Chronicle wrote an
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article about it. US News World
Report wrote an article and so we started
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doing a lot of websites as in
addition to work that we've done with Motorola,
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RCA and a lot of consumer brands, and so I was always fascinated
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and you know your comment about,
you know, two thousand and four,
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two thousand and five, you know, starting to ask those questions. I
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remember doing a presentation at a school, at a university, about facebook,
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you know, about this new web
to point. Oh the idea of that.
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You know, facebook's going to go
public this this fall. What does
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that mean? What's that going to
mean from you know, and I even
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have the slides. I was showing
somebody the other day the powerpoint from I
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had screen captures of my space and
what that was all about, trying to
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explain that to people. But it's
fascinating how far it's gone and I remember.
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I remember eleven years ago when I
started Taylor Solutions, I was working
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on a project and the at a
university. We're working on their website,
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and I remember the marketer was in
his the VP of marketing was in his
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office, and he said, how
everybody, come in here, I've got
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the web in. Are Up for
RNL. They're presenting the, you know,
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expectations report, and so we sit
around. You know, there was
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like six of us also gathered around
this one monitor watching this, and so
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it's it's been so valuable because I
remember trying to tell people, no,
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students are going to be on the
web. Students are on the web.
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You need to understand that. Trust
me on that. And what I think
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the expectations did was it really put
the data and the facts behind it and
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it really made digital marketing something that
high ed marketers had to really understand,
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and not so much the hired marketers
but more the administration. To your point,
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you know, being being a young
consultant and being asked, what are
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these kids think about this? Well, you might have some ideas, but
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to actually have the data has made
such a big difference. It really did,
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and it was a great lesson and
reminder in the fundamentals of Web Development,
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which is it's all about the user. And you, you, sir,
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that's right. Take yourself out of
it and and listen and watch and
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you know, through the actual delivery
work I was doing initially with our now
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and then later on managing having the
opportunity to do just really simple user testing
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exercises things like that fueled a lot
of the evolution of that particular study.
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I'm tickled that so many other fantastic
companies have picked up the mental and particularly
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enamored with Simpson scarborough lately for some
really fantastic research and deep thinking about our
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organizational structures. I have a few
drones to be on that particular topic and
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I love that they're providing some data
to help us frame our conversations and like
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the expectations to use the results to
share with the rest of the campus community
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to get behind movement and Growth.
Yeah, I think it's so important.
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We spoke to a another school recently
on a podcast about the idea of international
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recruiting and using, you know,
these app you know these these messaging APPs,
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whatsapp and telegram and some that we
met and may have never heard of.
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But I think it technology and digital
marketing and marketing in general is so
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fluid, especially in today's culture,
in today's world. I mean, you
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know, I in my presentations I
was make a note that says, you
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know, it's an Alvin toffler quote
that says the Litter of the twenty one
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century will not be those who cannot
read and write, but those who cannot
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learn on learn and relearn. And
the whole point is, and I try
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to tell people. I said I
might tell you something about social media or
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websites or digital marketing in the next
ten minutes that this time next year I
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might come back to you and say, don't do that anymore, that's not
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what we need to do. And
it's that's just the way everything is.
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And I think you know the reports, the data like expectations, is so
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critical these days to be able to
have that kind of data. So we're
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just we're making wise decisions. Yeah, I loved having it to share with
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the community. I loved what I
could learn from it in my own practice
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and leadership of a team that is
developing and implementing strategies. Really a gift
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and again I'm glad others are picking
up the mental and continuing to give and
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now that I've got that lovely got
edu email address, that's that cool stuff
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again. That's great. That's there
you go. That's great. Well,
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speaking of DOT EDU and and websites
and things like that, I know that
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you are. You're participating in some
leadership with the Edu web summit. So
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tell us a little bit about that
and and and what what that's going to
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be like this year. I mean, it's been a few years since conferences
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have been happening. It's it's going
to be really different and big in I
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mean profound. It started with a
conversation with the the folks that have eat
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web for years and have been great
friends to me. I did a lot
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of the expectations presentations on their stages
and have always been really grateful for that
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platform. Really Great Collection of,
I think, kind of mid and upper
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level marketing leaders. It webbed of
some advancement and development folks in there too.
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So just the folks I wanted to
share my information with. Now thinking
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about them as a community and having
the opportunity to really rethink what it means
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to attend a conference, and shelly
enrich did some fantastic research the last year
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that they were we were in person
in two thousand and nineteen, and learned
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that the thing that the participants,
are attendees, value the most is that
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connection, that time at the coffee
kiosk or that time, you know,
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sitting around having chicken dinner before the
next speaker comes up, that connection with
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a speaker or a panel after the
fact. You know, sure enough,
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the presentations fabulous, especially that day
to one, but the time to connect,
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and so I took that to heart. I also had come to Jesus
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with myself about how I have been
attending conferences for the past thirty one years
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and I'm going to be super honest
with you, I'm awful. I am
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an awful confidence attending. Terrible,
terrible. You know, I'm a flipperty
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e gypbet. I don't sit well. If I'm not standing and presenting,
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I need to be walking around the
back of the room or not proud of
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this, but it's true, sitting
in the back, multitasking, and I
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understand my reasons why and they are
not acceptable, but they are mine.
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And I thought, what can I
do, what can we do? And
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the first thing I thought about was
experience that I had with RNL and helping
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shape tracks for their national conference,
which is a much different affair, huge
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on thousd fifteen hundred people all.
It's a lot, lots of people,
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different interests. And I thought about
that call for proposal experience and reading through
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all of those and finding some nuggets
of really interesting opportunities and then some Dud's
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maybe right or God forbid, sales
calls like Oh, this is a sales
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pitch. Yeah, and I thought, well, how can I reshape it?
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And Rich and shelly just said go, go, do the thing and
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the thing I decided to do is
to curate a faculty and reach out into
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our tribe are people and say who
who has some new ideas, who has
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a fresh perspective, who's doing something
interesting, who has a voice that needs
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to be heard? And I found
an amazing collection of people that are coming.
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And the real gift of this new
approach is that I said a few
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words like hey, we may or
may not have podiums, we may or
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may not have stages, you may
or may not use powerpoint, or you
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might decide that for part of your
session you want everybody to stand in the
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circle and sing a song. I
don't know. But what I want you
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to focus on as a faculty are
solving the problems that we're all grappling with
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and coming up with meaningful solutions and, in the absence of actual solutions,
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deeper questions. What's the next question? Okay, we're trying to fix this
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thing. Is this really the problem
we're trying to solve? KPI and performance
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measurement, team management, developing leadership
and teams that may not be together in
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person anymore are some of the topics
that are bubbling up to the surface,
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and so I kind of Tart.
started to spin this idea out with some
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some near friends, some some pals
that I knew I could trust to kind
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of get the vision, and they
did and they they said more keep going.
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And so this event is giving people
an opportunity to be in a room
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and be a part of what the
conversation topic is and contribute in meaningful ways.
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And we understand not everyone who comes
to a conference who wants to be
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in smart life. I totally get
that. In spite of me being me,
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I am sometimes that person. I
am sometimes an introvert and it's surprising
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but it's true. And I don't
always want to be and not always want
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to be. Want to have the
opportunity to listen and consider and maybe have
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a acquired a conversation later, which
room for everybody. In this we are
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giving people, although we didn't do
a call for Pope proposals, we have
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this really funky kind of palate cleanser
part of the conference. I call it
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the Basil Survey. The Basil Survey
is called give me a minute and you
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need only go and submit an idea
to me and it will be thoughtfully considered
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and I might push back and help
the shape it a little bit more,
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but come up with an idea of
how to spend twenty minutes and it doesn't
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have to be solving a problem.
It could be twenty minutes of Shivasana and
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and and chanting own together for twenty
minutes. That sounds lovely in the context
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of this big, intense thing that
we're creating. Could be a single could
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be a on the disco, or
could be, you know, some kind
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of demonstration of the cool thing that
you did. Or Hey, I learned
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to crochet this summer. Let me
show you how to Crochet. That's not
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true for me, but anyway.
So you kind of get the gist.
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I think the other component that is
different and interesting I take from the work
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I've been doing in recruitment marketing for
all those years, which is man it's
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really smart to retain the students that
you recruit. And so what if we
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were to retain the community that we
build in this in this space, Philadelphia
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and July, a little hetty?
Great. And so we've got this beyond
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the summit component, where we're adding
platforms and resources for people to sustain connection,
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check in with each other, have
a little accountability. Hey, did
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you do that thing that you felt
would solve your problem how to go share
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with the rest of us. I'm
as excited about that as I am actually
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getting to and through the event in
Philly. I think that piece is going
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to be wonderful. That's very,
very exciting and I I'm I've got it
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on my calendar. I'm going to
try to see if I can make it,
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but I think it's I'm just fascinated
with the with the format that you're
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looking at and then also just,
you know, looking at the website and
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with the with the faculty that you
have. Several of them I recognize and
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00:23:53.839 --> 00:24:00.319
know whether podcast guests in the past. Jenny our Jamie Hunt and add up
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at purdue. I know him and
then I think we're going to be talking
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to Jenny pretty soon as well.
So just just an exciting group of folks.
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So I would encourage everyone to go
to the website if they haven't seen
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that yet. And what is that
website? Oh yeah, it's idyu SUMMITCOM
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00:24:15.720 --> 00:24:22.599
and we've been having a really good
time making these explainer videos. They're cute
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little thirty two animated. Hey,
we're doing something different. You might need
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it, might need a little more
information. Watch this thing and hope,
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hopefully, it holps set the town
and vibe for what we're going for.
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Thank you for sharing. We talk
a lot about it on this show.
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Schools are really struggling today to make
the same ads been work. CPMS are
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up eighty nine percent you over year. On facebook and Instagram, our college
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clients are no longer looking for rented
audiences. They're looking for an owned community
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00:24:53.920 --> 00:24:59.079
where they can engage students even before
they apply. This is why Zeemi has
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become so crucial for our clients.
With over one million students, close to
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00:25:03.599 --> 00:25:07.599
tenzero five star ratings, consistently ranked
as one of the top social laps and
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00:25:07.720 --> 00:25:11.839
recently one of apples hot APPs of
the week, there is simply isn't anything
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00:25:11.839 --> 00:25:15.160
out there like it, and we
have seen it all. Zeemi not only
305
00:25:15.160 --> 00:25:19.400
provides the best space for student engagement, but the most unique in action will
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00:25:19.480 --> 00:25:25.559
data for their one hundred and sixty
college and university partners. We know firsthand
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00:25:25.559 --> 00:25:29.680
from our clients that Zeemi is a
must have strategy for Gen Z. Check
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00:25:29.759 --> 00:25:36.000
them out now at colleges. That
Zee mecom, that's colleges dot Z e
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00:25:36.559 --> 00:25:41.640
m ECOM. And yes, tell
them Barton Troy sent you. We wind
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00:25:41.720 --> 00:25:45.880
every episode up by asking our guests
as there's an idea or thought that they
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00:25:45.880 --> 00:25:52.079
could share that could be immediately impactful
to our listeners. Would you have a
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00:25:52.160 --> 00:25:56.359
fodder idea that you could share as
we wind up our episode? You Bet
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I I was giving this some thought
and I was reflecting on an experience I
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just had on campus just a few
weeks ago. I had been on campus
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a few weeks before that to celebrate
our attainment of research one status at the
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University of Montana, and so there
were parties and there was the college tour
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Premiere and Alex and all these things
to do and we have some really big
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projects coming and so I needed to
get back because I needed to use some
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research resources that I had in hand
and some process stuff that I wanted to
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talk through with the team about all
the different markets that we serve. And
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so I said, Hey, I'm
going to be back in two weeks and
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we're going to have a whole munch
of meetings and they're going to be long
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and intense and I'm sorry that that's
how it's gone. And so my advice
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is this. Make time with your
team for deep thinking and do it justice
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righte on whatever you need to write
on and do something with those notes immediately
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afterwards. But give people a chance
to really tune in on a concept or
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problem and opportunity and just everything's okay, like just get it all out there,
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let it be swirly. Here's another
bit of advice related to that.
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If it happens to be March and
you're wondering if maybe you should feed these
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people, do, you definitely should
go to McDonald's and get a shamrock shake,
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or let's say fifteen of them,
and as many chicken nuggets as you
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can carry, and you will have
very willing, happy participants in your exercise.
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That is the secret, the big
secret. Thank you, Stephanie,
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for sharing it with us. My
collisence, Stephanie, in case you didn't
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share other secrets, or for those
that were inspired by our conversation today,
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what would be the best way someone
could reach out and connect with you?
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00:28:02.079 --> 00:28:07.279
You betcha there are. There are
many ways, certainly just looking for me.
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I think Bart, you and I
are connected. Troy, I hope
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you and I are connected. On
linkedin, for sure. Twitter is at
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00:28:15.359 --> 00:28:21.279
Steph guy or, which is super
simple, and there are so many email
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00:28:21.480 --> 00:28:26.000
opportunities. I'll make this simple as
well. Stephanie at Stephanie Guy Orcom.
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00:28:26.799 --> 00:28:33.119
Hopefully that's easy enough. is a
great way through email. I welcome the
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opportunity to talk with anybody that has
questions. It's something that the pandemic took
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away from us to a large degree, and that's another piece that makes me
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00:28:41.839 --> 00:28:45.039
so excited to get to Philly and
be with people and hang out and be
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smart and be silly. But you
don't have to wait until to lie.
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Stephanie, thank you very much for
being such a wonderful guest. We appreciate
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not only your wisdom but you're warmth. Thank you, troy. I can't
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wait to come back. Let's plan
it sounds good. Let let's do Bart.
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What thoughts would you have as we
close the show? I think a
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couple things that kind of bubble up
that I want to make sure everybody takes
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away. Certainly don't miss the opportunity
that we've talked about with, you know,
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connecting on campus, and Stephanie kind
of talked at the very beginning about
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falling back in love with with students
and with campus and with just all that
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00:29:26.000 --> 00:29:30.000
goes on to make a college campus. Don't take that for Grand Get out
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00:29:30.039 --> 00:29:33.480
and actually, you know, spend
some time with students. I know that
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00:29:33.799 --> 00:29:37.839
several of our guests. I remember
conversation troy with Mary bar how she said
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every every year at orientation she spends
time sitting down with the new students in
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the families and learning why they chose
and why they're excited to be at Ball
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State University. And so that's that's
some research that you can do. That's
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just takes a little bit of time
and maybe a couple shamrocks shakes in a
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and and some chicken nuggets. But
I think that doing that type and then
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all so kind of the deeper dive
in some of the data, the research
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00:30:02.759 --> 00:30:06.599
focus groups like what we just discussed, but also just looking at these different
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resources. There's a lot of different
companies that are putting together research, a
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00:30:10.079 --> 00:30:12.319
lot of organizations that are doing that. Start doing a little bit of your
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own homework and starting to digest some
of that and get to know your prospects,
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00:30:18.119 --> 00:30:22.960
whether you're working with traditional Undergrad which
a lot of the expectations reports have
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historically been about, or if you're
looking at more non traditional adult students and
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graduate students take the time to actually
learn what they are at. Sometimes I
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talk about, you know, the
watering holes that they hang out at and
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and kind of you know, you
need to know who your prospects are and
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get to know them intimately through personas
and different things like that. And then
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finally, I would just kind of
echo a lot of what stephany talked about
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with the conference coming up. Now
that the pandemics over, or nearly over,
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we pray, conferences are coming back
up. It's a great opportunity for
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professional development. If you're listening to
this podcast, you probably already tuned into
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preduct professional development and I would just
encourage you to look at things like the
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web summit and others that are going
to be coming up here in this summer
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and into the fall and next spring's
great opportunity to network and we have to
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do all this together. I don't
think anybody can do, as Brian Kenny
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from Harvard set on our episode fifty, marketing higher education is probably one of
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the hardest marketing jobs you can have, and so we need each other and
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this has been a great episode.
So thank you, Stephanie. My pleasure.
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I appreciate the opportuny to maybe to
connect with you guys who doing great
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00:31:33.680 --> 00:31:37.920
things for our tribe. I appreciate
thanks. Thank you. The hired marketer
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00:31:38.000 --> 00:31:45.160
podcast is sponsored by Taylor solutions in
education, marketing and branding agency and by
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00:31:45.200 --> 00:31:51.720
Think, patented, a Marketing Execution
Company bringing personalization and customization to your marketing
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00:31:51.720 --> 00:31:56.680
outreach. On behalf of my cohost
Bard Kaylor, I'm troy singer. Thank
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00:31:56.720 --> 00:32:01.319
you for joining us. You've been
listening to the Higher Ed Marketer. To
391
00:32:01.480 --> 00:32:06.240
ensure that you never miss an episode, subscribe to the show in your favorite
392
00:32:06.279 --> 00:32:09.799
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394
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time.