How to Amplify Your Students' Voice for Success

WEBVTT 1 00:00:00.200 --> 00:00:06.320 The High Red Marketer podcast is sponsored by the ZEMI APP enabling colleges and universities 2 00:00:06.519 --> 00:00:14.519 to engage interested students before they even apply. You're listening to the Higher Ed 3 00:00:14.599 --> 00:00:19.839 Marketer, a podcast geared towards marketing professionals in higher education. This show will 4 00:00:19.879 --> 00:00:24.760 tackle all sorts of questions related to student recruitment, donor relations, marketing trends, 5 00:00:24.760 --> 00:00:29.559 new technologies and so much more. If you're looking for conversations centered around 6 00:00:29.559 --> 00:00:33.719 where the industry is going, this podcast is for you. Let's get into 7 00:00:33.759 --> 00:00:44.359 the show. Welcome to the Higher Ed Marketer Podcast, where each week we 8 00:00:44.399 --> 00:00:48.640 interview higher Ed marketers that we admire for the benefit and hopefully, the betterment 9 00:00:48.719 --> 00:00:53.039 of the entire higher reed marketing community. My name is troy singer and I 10 00:00:53.079 --> 00:00:58.000 am here each week with Bart Taylor, and today we talked to Kathy Howell 11 00:00:58.200 --> 00:01:03.599 and Kathy Payne from Delaware Valley University, and our conversation is how to amplify 12 00:01:03.719 --> 00:01:08.760 the student voice for success. They not only give you the results of the 13 00:01:08.799 --> 00:01:14.640 big success that they have experienced over the past year, but they give you 14 00:01:14.719 --> 00:01:18.799 exactly how they reached it, and I think this is an episode that's not 15 00:01:18.840 --> 00:01:25.359 only going to be entertaining but very informational and an episode that everyone can take 16 00:01:25.480 --> 00:01:29.000 something away from. I agree, Troy. This is like, if there's 17 00:01:29.040 --> 00:01:32.920 ever an episode that gives your roadmap for success, I really feel like they 18 00:01:32.959 --> 00:01:36.680 do it. I mean they kind of said here's where we started, here's 19 00:01:36.680 --> 00:01:40.079 what we did, here's how we continued and this is the success that we 20 00:01:40.120 --> 00:01:42.120 saw and a lot of it has to do the things with that we've talked 21 00:01:42.120 --> 00:01:47.040 about on several other episodes and you know, without giving too much away, 22 00:01:47.400 --> 00:01:49.359 just pay attention and this might be an episode that you actually, you know, 23 00:01:49.480 --> 00:01:53.400 listen to a couple of times and maybe even take some notes. So 24 00:01:53.439 --> 00:01:57.040 I really excited to have this conversation for you. Here's our conversation with the 25 00:01:57.120 --> 00:02:05.439 Cathy's. It is my pleasure to welcome Kathy Payne, VP of enrollment management, 26 00:02:05.519 --> 00:02:13.360 and Kathy how VP of marketing communications, from Delaware Value University in Pennsylvania. 27 00:02:13.800 --> 00:02:16.199 And if you would, if one of the Cathy's would give us a 28 00:02:16.240 --> 00:02:22.520 glimpse or introduction to Delaware Valley University. Sure, thanks, Troy. This 29 00:02:22.639 --> 00:02:27.039 is Kathy Payne Um so. Del Valle is a four year private university in 30 00:02:27.120 --> 00:02:34.000 Bylestown PA. We have around two thousand students. We have undergraduate majors, 31 00:02:34.080 --> 00:02:38.800 nine masters, a doctor of ED, variety of adult education options. Um. 32 00:02:38.840 --> 00:02:42.879 Interestingly, we were founded in eighteen ninety six as the national farm school 33 00:02:43.400 --> 00:02:47.000 based on the idea of science with practice. We're celebrating our hundred and twenty 34 00:02:47.000 --> 00:02:52.199 fifth year, so it's a really exciting time. Um. The university is 35 00:02:52.319 --> 00:02:55.800 known for being a close knit community. Um, but in fact we sit 36 00:02:55.840 --> 00:03:01.240 on over a thousand acres spanning across three different properties. So really unique and 37 00:03:01.560 --> 00:03:07.159 lends itself to the academic offerings that we we have available to our students. 38 00:03:07.639 --> 00:03:13.960 We offer a robust Um academic offerings, businessing, humanities, agg and environmental 39 00:03:14.000 --> 00:03:16.639 science. Um. Most known for our programs in that school, as well 40 00:03:16.680 --> 00:03:22.080 as life and physical science. Um. We have unique program offerings and equine 41 00:03:22.199 --> 00:03:25.000 dairy science, Zoo Science, to name a few. Um. I joined 42 00:03:25.280 --> 00:03:30.879 we all in March of twenty, which was an exciting and, Um, 43 00:03:30.000 --> 00:03:34.759 wildly unique time in and of its help Um, and I'm lucky to have 44 00:03:34.800 --> 00:03:39.439 the partner that I do in Kathy how so, and from this point forward 45 00:03:39.479 --> 00:03:44.840 they will be better known as Kathy P and Kathy h. There you go, 46 00:03:45.319 --> 00:03:51.759 along with Bartsi and troy es so we don't feel alone. Got Exactly 47 00:03:52.039 --> 00:03:58.479 so in our initial conversation with the Cathy's Uh we identified, or I guess 48 00:03:58.520 --> 00:04:02.639 they admitted, although they are it's a wonderful university, there was some what 49 00:04:02.680 --> 00:04:08.280 we would call opportunities and I would love for you to share with our audience 50 00:04:08.319 --> 00:04:13.439 those opportunities for anything, just to set a foundation, because we the solutions 51 00:04:13.800 --> 00:04:16.519 and the come up, as we'll call it, is what we really want 52 00:04:16.560 --> 00:04:20.920 to emphasize later in the episode. So, if you would so, this 53 00:04:21.000 --> 00:04:29.240 is Kathy H we we really viewed two pretty big challenges that Kathy and I 54 00:04:29.319 --> 00:04:32.680 started working on essentially two years ago, because I also started in March. 55 00:04:34.120 --> 00:04:39.959 and Um, the first one is name recognition and visibility. We're in a 56 00:04:40.120 --> 00:04:45.120 very crowded higher reed market here outside of Philadelphia. Our Name, Delaware Valley 57 00:04:45.240 --> 00:04:48.959 University, gets confused a lot. Um People think we are in Delaware. 58 00:04:49.160 --> 00:04:56.199 We are not in the Delaware Valley outside Philadelphia. And the second thing is 59 00:04:56.240 --> 00:05:00.439 that are really important point of differentiation, beside some of the unique programs that 60 00:05:00.480 --> 00:05:06.560 we offer, is our experience three sixty program and, as as Kathy mentioned, 61 00:05:06.720 --> 00:05:12.360 that really started with our founding in on the basis of science with practice, 62 00:05:12.959 --> 00:05:18.000 and our founder, rabbi Dr Joseph Crosscoff was was really a visionary, 63 00:05:18.120 --> 00:05:23.519 because other schools, from what we can find in our research, we're not 64 00:05:23.600 --> 00:05:28.600 looking at this idea of science with practice at that time. He was really 65 00:05:28.639 --> 00:05:32.519 a very formative thinker in a lot of ways and a lot of schools now 66 00:05:32.680 --> 00:05:39.920 have experience learning, experiential learning, but most of them have what's really an 67 00:05:39.920 --> 00:05:45.120 internship program at del Valle e three sixty is really something much more. It 68 00:05:45.279 --> 00:05:48.360 starts with the first day of class. It goes through all four years. 69 00:05:48.399 --> 00:05:56.600 Students actually are doing not only internships but research, civic engagements, study abroad, 70 00:05:57.480 --> 00:06:01.839 various leadership opportunities and their really building their resume from day one and this 71 00:06:01.920 --> 00:06:08.639 culminates in a Co curricular transcript that supports their preparedness and success beyond graduation. 72 00:06:09.680 --> 00:06:13.399 That's great and I really love some of the things that you're doing because one 73 00:06:13.920 --> 00:06:15.639 I meet with so many different schools and we talk about okay, tell me 74 00:06:15.680 --> 00:06:18.360 what what's different about your school? How are you different? And and the 75 00:06:18.360 --> 00:06:21.839 first thing, especially a small a lot of privates do about your size, 76 00:06:21.920 --> 00:06:26.120 is well, we are, you know, small college. We've got, 77 00:06:26.160 --> 00:06:30.480 you know, very intimate relationships between the president, the professors and the students. 78 00:06:30.480 --> 00:06:32.480 Small class. Well, everybody does. That's how you're different from the 79 00:06:32.480 --> 00:06:35.959 big state schools. How are you different from the other three thousand privates that 80 00:06:35.959 --> 00:06:41.920 are out there? And so I really applaud you for being able to articulate 81 00:06:42.040 --> 00:06:45.920 and and differentiate yourself with this robust experiential learning program because I think that, 82 00:06:46.360 --> 00:06:48.560 yes, some other schools have that, but the way that you describe it 83 00:06:48.600 --> 00:06:53.079 and articulate it, I think, is so well done and so well it's 84 00:06:53.120 --> 00:06:56.680 thoughtful and I applaud you on that because I and I use that as an 85 00:06:56.680 --> 00:07:00.800 example for our listeners, really, if you do have something as unique as 86 00:07:00.959 --> 00:07:04.560 as e three sixty one, branded okay, and and that that starts to 87 00:07:04.720 --> 00:07:09.519 one, separate it from if you're just calling it experiential learning, because everybody 88 00:07:09.519 --> 00:07:13.279 else calls it experiential learning, you're just gonna be one of many by calling 89 00:07:13.319 --> 00:07:15.399 it a three sixty. I think it's a really good brand point, but 90 00:07:15.480 --> 00:07:18.639 I also think that just the idea that you know, being able to describe 91 00:07:18.680 --> 00:07:21.199 that as well done. So sorry that was a long winded way of saying 92 00:07:21.319 --> 00:07:25.480 Nice job on that. And then also I wanted to let you know that 93 00:07:25.560 --> 00:07:29.759 you're not alone with that visibility opportunity. I hear so many schools say. 94 00:07:30.079 --> 00:07:32.759 I'm tired of hearing we're the best kept secret. Um. You know, 95 00:07:32.879 --> 00:07:36.800 so many people use that Um, and well meaning people, board members, 96 00:07:36.839 --> 00:07:39.959 other people. It's like, well, we're just the best kept secret. 97 00:07:40.160 --> 00:07:43.639 Maybe we should do something about that. Obviously that's what you're working on and 98 00:07:43.879 --> 00:07:46.920 would love to kind of learn more about how you are addressing that, because 99 00:07:46.959 --> 00:07:50.800 I think that the idea of one being able to describe yourself, articulate yourself, 100 00:07:51.120 --> 00:07:55.319 but now getting yourself out there. Let's talk a little bit about that, 101 00:07:55.360 --> 00:08:00.439 Troy. I know you've got kind of some questions about that actually flowed 102 00:08:00.560 --> 00:08:03.680 right into what I wanted to ask and having them now, they set the 103 00:08:03.720 --> 00:08:09.519 stage of the opportunities that they identified. What are some of the increase of 104 00:08:09.240 --> 00:08:13.120 the improvements that have been experienced? So if you would kind of lead us 105 00:08:13.160 --> 00:08:18.240 down that path, absolutely, UM, as I've said to many trustees and 106 00:08:18.360 --> 00:08:22.480 my colleagues for quite a few months, this has been a really fun year. 107 00:08:22.839 --> 00:08:28.319 Um, we actually implemented a new CRM, which I mean I'm not 108 00:08:28.319 --> 00:08:31.120 telling anybody here anything that they don't already know? Um. The efficiencies that 109 00:08:31.159 --> 00:08:35.480 you gain from having a really slick, automated system that allows the team to 110 00:08:35.519 --> 00:08:43.200 focus on those relationships cannot be understated or overstated. Um. We also are 111 00:08:43.240 --> 00:08:48.399 seeing really healthy numbers all throughout our funnel. So for fall two, Um, 112 00:08:48.480 --> 00:08:52.240 we have over growth. First last year and APPS accepted students and we're 113 00:08:52.279 --> 00:08:56.039 currently sitting at the largest number of freshman deposits in six years. Um, 114 00:08:56.159 --> 00:09:01.639 roughly increase over last year in nearly twenty eight first the year prior Um. 115 00:09:01.679 --> 00:09:05.120 Additionally, Um, and this goes to, I think, the visibility question, 116 00:09:05.480 --> 00:09:09.879 we have deposits right now from seven states where we had none last year, 117 00:09:11.000 --> 00:09:16.039 Colorado, Michigan, Ohio, Hawaii. Um. We also have deposits 118 00:09:16.039 --> 00:09:20.320 for more local counties where none existed last year. Um. So not only 119 00:09:20.360 --> 00:09:26.559 are we sort of broadening our visibility outside of our core market, but we're 120 00:09:26.600 --> 00:09:30.399 getting into different areas within the core market, which I think is really important 121 00:09:30.440 --> 00:09:33.840 for us. Um. We have strong academic quality, nice spell shaped curve 122 00:09:33.919 --> 00:09:39.720 with the class Um. I've been trying to poke holes and find, Um, 123 00:09:39.759 --> 00:09:43.159 you know, what's going to go wrong, and I've yet to do 124 00:09:43.200 --> 00:09:46.279 it and we actually hit our goal as of May one, which was wildly 125 00:09:46.320 --> 00:09:50.879 exciting for this campus. So it's great. That's really exciting and congratulations on 126 00:09:50.919 --> 00:09:54.200 that. I know a lot of schools are not in the same boat, 127 00:09:54.799 --> 00:09:58.480 but I think that goes back to the the intentionality that I hear in your 128 00:09:58.559 --> 00:10:01.279 voice and what what Kath H has been talking about is that being able to 129 00:10:01.320 --> 00:10:05.320 describe yourselves, being able to articulate that and be able to take advantage of 130 00:10:05.320 --> 00:10:09.080 opportunities that come along. I mean, it's it's one of those things that, 131 00:10:09.840 --> 00:10:13.480 Um, you know, there's a lot of different ways and a lot 132 00:10:13.519 --> 00:10:16.720 of schools are trying different ways. I mean everybody's, you know, uh, 133 00:10:16.879 --> 00:10:20.159 you know, looking at what's that silver bullet, and there's not a 134 00:10:20.159 --> 00:10:22.759 silver bullet. I mean, let's just be honest with that. I mean 135 00:10:22.919 --> 00:10:28.120 there's a lot of hard work that goes up to setting the table for something 136 00:10:28.360 --> 00:10:31.080 to happen, which I think that you guys did a lot of, but 137 00:10:31.559 --> 00:10:33.639 obviously something came along that you then also took advantage of. Tell us a 138 00:10:33.639 --> 00:10:37.159 little bit about that. We talk a lot about it on this show. 139 00:10:37.879 --> 00:10:43.240 Schools are really struggling today that make the same at spen work. CPMS are 140 00:10:43.320 --> 00:10:46.759 up eighty nine year over a year. On facebook and instagram. Our College 141 00:10:46.759 --> 00:10:52.240 clients are no longer looking for rented audiences. They're looking for an owned community 142 00:10:52.320 --> 00:10:56.480 where they can engage students even before they apply. This is why Zemi has 143 00:10:56.519 --> 00:11:00.919 become so crucial for our clients. With over one million students, close to 144 00:11:00.960 --> 00:11:05.519 ten Tho five star ratings, consistently ranked as one of the top social laps 145 00:11:05.919 --> 00:11:09.200 and recently one of Apple's hot APPs of the week. There simply isn't anything 146 00:11:09.240 --> 00:11:13.559 out there like it, and we have seen it all. Zem Not only 147 00:11:13.600 --> 00:11:18.279 provides the best space for student engagement but the most unique and actional data for 148 00:11:18.320 --> 00:11:22.799 the one sixty college and university partners. We know firsthand from our clients that 149 00:11:22.960 --> 00:11:28.080 Zee me is a must have strategy for Gen z check them out now at 150 00:11:28.240 --> 00:11:35.960 colleges dot Zem dot com. That's colleges dot Z E M E dot Com. 151 00:11:35.000 --> 00:11:41.080 And yes, tell them Barton Troy sent you. So Um and I'll 152 00:11:41.120 --> 00:11:46.759 start, Kath and please jump in. Um. Back in spring of, 153 00:11:46.399 --> 00:11:52.000 actually now it would have been fall of, we were approached by the producers 154 00:11:52.000 --> 00:11:56.919 at the college tour and Um. After some initial conversations with their producers. 155 00:11:58.200 --> 00:12:01.279 Um, and then, obviously, if allow up, conversation with at P 156 00:12:01.480 --> 00:12:05.519 h. We basically went to the president and said we can't say no to 157 00:12:05.559 --> 00:12:09.519 this and sleep at night. So, Um, from there we went on 158 00:12:09.600 --> 00:12:16.840 to Um really get into the project, Kath please. So the project featured 159 00:12:16.879 --> 00:12:22.240 ten of our students covering different majors, different types of backgrounds, different interests, 160 00:12:22.399 --> 00:12:26.559 and Um, they filled on our campus and our kids were amazing. 161 00:12:26.759 --> 00:12:31.919 They did just an excellent job. And, uh, what we found was 162 00:12:31.960 --> 00:12:37.480 they really did the most effective job of explaining our story. So that challenge 163 00:12:37.480 --> 00:12:41.840 of really differentiating e three sixty was so clear when the students told their stories 164 00:12:41.919 --> 00:12:46.960 and explained what they were studying, where their passions were, what they were 165 00:12:46.000 --> 00:12:50.919 doing. It really brought it, brought it to life in a way that 166 00:12:50.320 --> 00:12:54.200 only video can bring something to life. And we didn't, we didn't stop 167 00:12:54.240 --> 00:12:58.240 there. So, yes, now we have this this segment, this thirty 168 00:12:58.279 --> 00:13:03.360 minutes segment, ten individual episodes. Um, we marketed that thing everywhere. 169 00:13:03.440 --> 00:13:07.759 We marketed it internally, we marketed it to our internal audiences, our faculty, 170 00:13:07.799 --> 00:13:13.399 our staff, our students are board, and we marketed it externally through 171 00:13:13.559 --> 00:13:18.639 press releases and and uh we had a launch party on the quad when the 172 00:13:18.679 --> 00:13:22.559 kids came back for school in the fall, with a big screen television and 173 00:13:22.639 --> 00:13:28.320 popcorn and a red carpet and UH social influencers. They're um posting all along 174 00:13:28.360 --> 00:13:33.320 throughout the night. A lot of local media came. We had big searchlights 175 00:13:33.320 --> 00:13:35.960 on the quad. It was an amazing party and really gave a fun start 176 00:13:37.000 --> 00:13:41.159 to the fall season. And we then took the messages and the phrases that 177 00:13:41.320 --> 00:13:46.279 came out of the college tour, the students words themselves, and integrated those 178 00:13:46.399 --> 00:13:52.480 into our entire recruiting campaign for the last eight months. So our view book 179 00:13:52.960 --> 00:13:58.039 has, at the very beginning and introduction to the college tour and Qr codes 180 00:13:58.159 --> 00:14:01.720 all the way through that link students to each of the messages as they relate, 181 00:14:01.840 --> 00:14:07.679 whether it's where we're located, e three, sixty Um, a number 182 00:14:07.720 --> 00:14:11.399 of different majors, so that anybody looking at our view book could instantly view 183 00:14:11.440 --> 00:14:16.559 the video and and understand more about del Bell. We made a purpose just 184 00:14:16.639 --> 00:14:18.279 to jump in. We did make a point also of having one of the 185 00:14:18.279 --> 00:14:26.000 segments highlight location Um to kind of get at that sort of confusion surrounding where 186 00:14:26.039 --> 00:14:31.919 actually are. We situated in. Doylestown, is a really lovely area, 187 00:14:31.000 --> 00:14:35.279 so being able to put some focus on that for prospective families was great as 188 00:14:35.320 --> 00:14:39.000 well. Kathy, I fell in love with your town through that episode and 189 00:14:39.000 --> 00:14:43.559 you probably have. Yes, thank you. I was. I was setting 190 00:14:43.720 --> 00:14:48.840 up for that in fight we we then took the phrases the students used, 191 00:14:50.080 --> 00:14:54.200 things like be a wildlife warrior, best decision I ever made and a great 192 00:14:54.200 --> 00:15:00.840 place to call home, and integrated those into an outdoor campaign with pretty extensive 193 00:15:00.919 --> 00:15:05.200 use of buses and billboards in our core market area. We also had a 194 00:15:05.320 --> 00:15:13.559 very aggressive digital campaign through a number of platforms, um probably the largest being 195 00:15:13.559 --> 00:15:16.639 google, but other platforms as well. And then we also had an organic 196 00:15:16.720 --> 00:15:22.120 social media campaign. So we created tool kits for each of the ten students 197 00:15:22.120 --> 00:15:26.679 who were part of this project and gave them frames to use and ideas and 198 00:15:26.759 --> 00:15:31.399 they pushed out their story to their friends to get that more organic sharing going 199 00:15:33.200 --> 00:15:39.360 within their age group and Um, the success was wonderful. Kathy already mentioned 200 00:15:39.519 --> 00:15:43.559 the success that she's had in terms of the recruiting for this fall. I 201 00:15:43.600 --> 00:15:48.960 can add that Um new visits to our website during this period where up sevent 202 00:15:50.159 --> 00:15:56.000 over the prior year. Web traffic conversions from social media posts, so not 203 00:15:56.000 --> 00:15:58.759 not from the ads, but from the organic social media. We're up forty 204 00:15:58.799 --> 00:16:03.919 three percent versus the prior year. And, you know, in addition to 205 00:16:03.000 --> 00:16:07.679 those, you know the metrics that we can that we can look to in 206 00:16:07.759 --> 00:16:11.399 marketing. There really was a sense of pride, I think, by our 207 00:16:11.440 --> 00:16:14.879 student community in our capus because, you know, we're a small campus that 208 00:16:14.960 --> 00:16:19.159 doesn't typically have enough money to do exciting things and this was really a big 209 00:16:19.200 --> 00:16:25.720 deal that our students got excited about, our faculty got excited about. It's 210 00:16:25.759 --> 00:16:27.480 really been a it's really been a big success. Yeah, I think it's 211 00:16:27.480 --> 00:16:33.559 a pride point, Um, and I do think that it really was a 212 00:16:33.639 --> 00:16:37.519 smart investment. Um. And it didn't stop that sort of the production, 213 00:16:37.600 --> 00:16:42.519 I mean the production value of the episode is Um, it's pristine right, 214 00:16:42.639 --> 00:16:48.559 but it doesn't stop there. We heavily used all the different collateral that we 215 00:16:48.639 --> 00:16:52.679 received a role B roll, I mean the drone shots of our beautiful campus. 216 00:16:52.720 --> 00:16:55.639 The list goes on and on. So, UM, are O. 217 00:16:55.799 --> 00:16:59.879 I. You know, while while difficult to define in a very stycinct or 218 00:17:00.200 --> 00:17:03.720 distinct way, um heavy usage of the collateral. I mean it paid for 219 00:17:03.759 --> 00:17:07.319 itself already. Yeah, and just to bring context to this, I think 220 00:17:07.640 --> 00:17:11.599 I'm so excited about everything you talked about. I mean I could probably talk 221 00:17:11.599 --> 00:17:14.599 for another hour about some of the points you made, but I think just 222 00:17:14.640 --> 00:17:18.200 to bring context ever our listeners, in case you haven't heard some of the 223 00:17:18.279 --> 00:17:22.960 other episodes. Um, we worked with Alex Boylan, UH, one of 224 00:17:22.960 --> 00:17:26.720 the executive producers of the college tour, uh, and and you can go 225 00:17:26.799 --> 00:17:29.319 back and listen to that episode. But you know, basically they're going around 226 00:17:29.319 --> 00:17:33.920 different campuses and just kind of addressing that problem of how can people experience more 227 00:17:34.000 --> 00:17:38.880 campus college visits without actually physically going there? And so it's actually a a 228 00:17:40.799 --> 00:17:45.640 streaming, uh television show that streams on Amazon prime and several other outlets, 229 00:17:47.079 --> 00:17:48.559 and I think that the thing I really like about this that I kind of 230 00:17:48.599 --> 00:17:52.400 want to point out, and we've talked to a couple of their folks. 231 00:17:52.400 --> 00:17:55.720 I think Lindsay Nyquist from Fort Lewis. They were the first episode of the 232 00:17:55.759 --> 00:17:59.000 College Tour and we were the book ends of the Season One. Yeah, 233 00:17:59.119 --> 00:18:02.680 yeah, and so there on season three or four now and you know, 234 00:18:02.759 --> 00:18:06.279 up to fifty or sixty different tours. But I think the thing that's important 235 00:18:06.319 --> 00:18:08.519 for for me to point out to everybody because, I mean, you know, 236 00:18:08.559 --> 00:18:11.279 there's only so many episodes that the college tour is going to be able 237 00:18:11.279 --> 00:18:15.680 to do and so whether or not you have them come on your campus, 238 00:18:15.000 --> 00:18:18.559 that's a different discussion and we're not necessarily doing that. But what I wanted 239 00:18:18.599 --> 00:18:21.920 to point out is that you guys, and you use the word investment, 240 00:18:22.000 --> 00:18:25.680 you invested in what you had done. So you did a you had had 241 00:18:25.720 --> 00:18:29.759 the had them come on and had you only done that and had them, 242 00:18:29.839 --> 00:18:33.079 had they put that on Amazon prime, there would have been a handful of 243 00:18:33.119 --> 00:18:34.400 people that would have watched it, would have learned about you and would have 244 00:18:34.480 --> 00:18:38.200 understood it. But what you did is you amplified that into so many more 245 00:18:38.279 --> 00:18:42.039 things, which I again, I applaud you guys. You're kind of doing 246 00:18:42.200 --> 00:18:45.559 everything that we've been talking about on this higher Ed Marketing Podcast, in the 247 00:18:45.599 --> 00:18:48.720 sense that, you know, you took the quotes, you took the student 248 00:18:48.839 --> 00:18:52.880 stories, you took what was going on in there from the voices of the 249 00:18:52.920 --> 00:18:57.960 students who sometimes we forget they're the best representatives of our school. Yeah, 250 00:18:59.119 --> 00:19:02.319 and and you know, sometimes I laughed that people will say, you know, 251 00:19:02.359 --> 00:19:03.839 what do you think we have to do? Bart? You know, 252 00:19:03.039 --> 00:19:06.880 well, I'm a fifty two year old white male. I don't know. 253 00:19:07.000 --> 00:19:10.720 We need to talk to your students and find out what they are liking, 254 00:19:10.759 --> 00:19:14.039 you know, and I can give you the channels and give you the direction, 255 00:19:14.079 --> 00:19:17.440 but don't ask me to know what's trending on Tiktok right now. To 256 00:19:17.599 --> 00:19:22.160 to make a big yeah, and so I think that it's it's such a 257 00:19:22.200 --> 00:19:23.880 wonderful thing and so, you know, we'll talk more about it as we 258 00:19:23.920 --> 00:19:27.359 go along, but I just Um, I'm I really think and I just 259 00:19:27.440 --> 00:19:30.839 want to kind of keep bringing that home to our listeners. Is that you 260 00:19:30.880 --> 00:19:34.319 know, yes, you've got these tools that you've invested in. How can 261 00:19:34.359 --> 00:19:38.079 you amplify them and get every last bit of juice out of them? I 262 00:19:38.079 --> 00:19:41.279 think that's part of the key. And is that kind of what you feel 263 00:19:41.279 --> 00:19:42.920 like? I mean, as you look at the success, it's not the 264 00:19:42.960 --> 00:19:45.720 fact that you guys just signed up for the college tour, it's everything that 265 00:19:45.759 --> 00:19:49.160 you did after that. It's true statement. It was the full integration. 266 00:19:49.279 --> 00:19:53.640 I mean it was the partnership between enrollment management and marketing. It was it 267 00:19:53.720 --> 00:19:57.119 was campus wide. Quite honestly, there was. There was a local pride 268 00:19:57.200 --> 00:20:03.039 that stemmed from it. But the biggest takeaway for me was what we just 269 00:20:03.079 --> 00:20:06.920 talked about, that the students are the reason that we're here. who better 270 00:20:07.000 --> 00:20:11.000 to serve as an ambassador for the actual student experience, whether it's academic or 271 00:20:11.079 --> 00:20:15.200 social, Um, inside or out of the classroom? There is, they 272 00:20:15.240 --> 00:20:21.000 are it Um. So that was certainly the learning moment for me. Um, 273 00:20:21.039 --> 00:20:22.640 you know, I've been in higher education for almost thirty years at this 274 00:20:22.680 --> 00:20:26.200 point, but and they're the reason that I come to work every day. 275 00:20:26.200 --> 00:20:30.039 But at the same time, just hearing those authentic stories, Um, it 276 00:20:30.160 --> 00:20:34.880 was a moment for me to to really just see all this colony. Yeah, 277 00:20:36.079 --> 00:20:40.279 and you mentioned that it was such a pride point on campus. Obviously, 278 00:20:40.319 --> 00:20:44.119 we we have the two of you representing marketing and enrollment. How did 279 00:20:44.200 --> 00:20:47.519 play out for advancement? I mean obviously that that had to have a play 280 00:20:47.559 --> 00:20:51.440 into it too, because, I mean that's the reason why people are asked 281 00:20:51.440 --> 00:20:53.640 to give and why they feel that they are empowered to give. They want 282 00:20:53.640 --> 00:20:57.759 to be a hero in these lives of these students and how it's affecting lives. 283 00:20:59.200 --> 00:21:03.359 How? How was that leveraged and used an advancement. Well, we 284 00:21:03.359 --> 00:21:07.240 we shared some of these stories, certainly in the fundraising effort, and it 285 00:21:07.359 --> 00:21:11.640 all really fell under the umbrella of our hundred anniversary that we're celebrating right now. 286 00:21:11.680 --> 00:21:15.839 But we used it's one of the things. So we took the college 287 00:21:15.880 --> 00:21:21.240 tour and spread it through a lot of mediums and to a lot of different 288 00:21:21.240 --> 00:21:23.359 people, but we also were able to weave it under the umbrella of our 289 00:21:25.279 --> 00:21:29.759 anniversary as an example of students learning by doing, as they have from the 290 00:21:29.880 --> 00:21:33.640 very, very beginning. So we've had we're not in campaign mode right now, 291 00:21:33.680 --> 00:21:37.680 but we've had an excellent fundraising year. On track to do but I 292 00:21:37.720 --> 00:21:41.720 don't have the statistics with you, but on track to reach their goals and 293 00:21:41.759 --> 00:21:44.799 have a very, very successful year, and I have to believe the college 294 00:21:44.799 --> 00:21:49.279 tour was part of that. Absolutely and they use one other area cat that 295 00:21:49.319 --> 00:21:53.519 I think that this was so important, was part part of our strategic plan, 296 00:21:53.599 --> 00:21:57.599 is to expand corporate partnerships. Um, certainly and supported the mission in 297 00:21:57.640 --> 00:22:03.119 support of our students, the sixty program Um, and we had an event 298 00:22:03.240 --> 00:22:06.279 this year that was hosted for the first time. It was the inaugural event, 299 00:22:06.359 --> 00:22:11.440 and I don't mean to step more about that bookathy was able to utilize 300 00:22:11.799 --> 00:22:15.319 so much of what we got from the college tour. Um, for that 301 00:22:15.400 --> 00:22:22.359 event in particular, we did. We we utilized footage from from the college 302 00:22:22.359 --> 00:22:26.799 tour and a few other things and created a new video for this corporate audience. 303 00:22:26.319 --> 00:22:32.920 We also, Um, utilized footage from the college tour in a documentary 304 00:22:33.000 --> 00:22:36.680 that we put together for a hundred and twenty fifth anniversary, which was called 305 00:22:37.079 --> 00:22:40.480 the vision indoors and it was, you know, started with the life of 306 00:22:40.559 --> 00:22:45.839 Cross cough and that just won a gold digital marketing award, by the way. 307 00:22:45.359 --> 00:22:52.559 Um, that I mean the college tour video, both the main segments 308 00:22:52.599 --> 00:22:57.279 and the B role have been used so many times and so many places. 309 00:22:57.759 --> 00:23:03.279 Um, even even to the point where, Um, some of our students 310 00:23:03.400 --> 00:23:07.759 in h in an English class, we're putting together a video and we gave 311 00:23:07.799 --> 00:23:11.319 them access to all the B rule and they used to create their own projects 312 00:23:11.359 --> 00:23:15.079 and it's amazing. Yeah, that's great. It's it's made it all the 313 00:23:15.079 --> 00:23:19.440 way down to students having access to the footage that we that we obtained. 314 00:23:21.279 --> 00:23:26.200 Wow, great. In the previous conversation that we had, you mentioned that 315 00:23:26.240 --> 00:23:32.640 you don't plan on stopping utilizing this tool. I think the term Evergreen, 316 00:23:32.680 --> 00:23:36.759 the content is evergreen. Before we close, if you could just touch on 317 00:23:36.839 --> 00:23:40.839 that? Sure. Um. I think it was really important for us, 318 00:23:40.880 --> 00:23:44.960 regardless of when these students ultimately graduate, right. Um, it was really 319 00:23:45.039 --> 00:23:48.039 important for us, when defining the segments, to hit on, you know, 320 00:23:48.759 --> 00:23:55.000 what is and will remain really important for our prospective student families to know 321 00:23:55.400 --> 00:24:00.519 about Dour Valley University. Um. and honestly, you know, I have 322 00:24:00.640 --> 00:24:04.039 visions of of doing more and building on this. Right, Um, we're 323 00:24:04.079 --> 00:24:08.240 going to continue to incorporate and fully integrate it. Obviously it's going to morph 324 00:24:08.279 --> 00:24:12.880 and change over the years, Um, but these students again, their stories. 325 00:24:14.559 --> 00:24:18.359 That is what prospective students and their families want to hear. that. 326 00:24:18.359 --> 00:24:22.519 That is it, Um. You know, I have big ideas about doing 327 00:24:22.680 --> 00:24:26.400 outcomes, right, visiting with these students that were in the segments after graduation. 328 00:24:26.519 --> 00:24:30.680 Where are you now? What's going on? Um? Kathy and I 329 00:24:30.759 --> 00:24:36.400 had a fantastic conversation just yesterday about well, we sort of have a different 330 00:24:36.440 --> 00:24:40.400 toolkit now having gone through this process. Right. What can we do in 331 00:24:40.519 --> 00:24:45.079 house? Um, how can we change the way that we are creating our 332 00:24:45.359 --> 00:24:49.000 new and additional collateral, sort of using that as as the guard rails for 333 00:24:49.119 --> 00:24:55.759 us Um, getting back to again those student voices and driving at home. 334 00:24:56.319 --> 00:24:59.720 Um, I think has been a huge game changer for us and I don't 335 00:24:59.720 --> 00:25:06.000 plan to stop that. I need great thank you for sharing u. As 336 00:25:06.039 --> 00:25:07.920 we bring the episode to a close, would like to ask you if you 337 00:25:08.000 --> 00:25:12.960 have either a final thought or maybe a piece of advice that you could offer 338 00:25:14.119 --> 00:25:18.759 to others that you've learned from this experience, that they don't have to have 339 00:25:18.920 --> 00:25:22.880 had the college tour on their campus, but you know that they could benefit 340 00:25:23.000 --> 00:25:30.240 from doing well. I think what we've already talked about here. My biggest 341 00:25:30.240 --> 00:25:33.759 piece of advice was let your students tell your story. You know you and 342 00:25:33.799 --> 00:25:37.279 you don't have to bring in a Hollywood crew to do that. It's great 343 00:25:37.319 --> 00:25:41.039 if you can, but you can still have your students tell your story. 344 00:25:41.039 --> 00:25:45.000 They're they're the best ambassadors that you're going to have and they're the ones who 345 00:25:45.039 --> 00:25:49.960 can really explain what it's like to be a student on your campus, Um 346 00:25:51.480 --> 00:25:55.200 and and share that with prospective students. So that's that's what I would recommend. 347 00:25:55.279 --> 00:25:59.359 Yeah, and I think Um, certainly we started this by saying what 348 00:25:59.440 --> 00:26:03.160 a great part ownership that the Kathy's have. Um, but I think that 349 00:26:03.160 --> 00:26:07.599 that's hugely important. Um. You know, operating in silos serves no one. 350 00:26:07.279 --> 00:26:11.119 Um, integrating on all fronts. I think there's halo effects to be 351 00:26:11.200 --> 00:26:15.200 gleaned. Um. You know, we talked a little bit about development. 352 00:26:15.240 --> 00:26:19.920 We talked about enrollment management, Um, brand reputation, Um, the the 353 00:26:19.960 --> 00:26:26.680 importance of that relationship cannot be overstated. So, Um, I'm very lucky 354 00:26:26.720 --> 00:26:30.319 and blessed to have Kathy as a partner to do that. Right back catch 355 00:26:30.400 --> 00:26:34.759 up. Thanks. What a great way to what a great way to end 356 00:26:34.759 --> 00:26:41.279 our episode. For anyone that would like to reach out and ask you questions 357 00:26:41.279 --> 00:26:44.519 about what we've talked about today, what would be the best way for them 358 00:26:44.519 --> 00:26:48.359 to contact you? I'll give you my email. Um, Kathy K A 359 00:26:48.440 --> 00:26:52.319 T H Y DOT PAYNE P A Y N E at Del Val Dot Etu, 360 00:26:53.960 --> 00:26:59.839 and the other Cathy K a t h y dot Howell, h o 361 00:27:00.119 --> 00:27:04.079 w e L L at Del Bell Dot e d U. Thank you both 362 00:27:04.160 --> 00:27:11.039 for giving us your time and your wisdom. Bart, what would your final 363 00:27:11.079 --> 00:27:15.000 thoughts be before we close? Yes, thank you both for being on the 364 00:27:15.000 --> 00:27:18.279 episode. This is just this is such a great episode and I would encourage 365 00:27:18.319 --> 00:27:22.559 people that are listening to go ahead and rewind it and listen it again because, 366 00:27:22.559 --> 00:27:23.960 I mean, there's some things that I think that are very critical that 367 00:27:25.000 --> 00:27:26.519 I made a couple of notes as we were listening and, you know, 368 00:27:26.599 --> 00:27:30.599 even starting at the very top, the importance. I mean, if all 369 00:27:30.640 --> 00:27:33.160 we talked about was just how to create differentiation for your institution so that you 370 00:27:33.200 --> 00:27:37.200 could articulate that and create brand around that, the idea of you know, 371 00:27:37.440 --> 00:27:41.759 naming and claiming that E. three sixty and being able to articulate it as 372 00:27:41.759 --> 00:27:44.240 well as you do, that could have been an episode in in and itself, 373 00:27:44.279 --> 00:27:45.759 and so that's such an important part to kind of think about and to 374 00:27:47.119 --> 00:27:49.359 look at and I think that we we we glossed over. It was only 375 00:27:49.359 --> 00:27:52.680 probably twenty seconds of this entire episode. Was the idea of you took the 376 00:27:52.680 --> 00:27:59.200 time to actually upgrade your crm and Um, the idea of, you know, 377 00:27:59.519 --> 00:28:03.519 Autumn eight things so that you can relate Um. So many schools, 378 00:28:03.759 --> 00:28:07.720 especially enrollment management, we end up pushing so much paper, we end up 379 00:28:07.759 --> 00:28:10.079 just kind of checking boxes. You know, I, yes, I made 380 00:28:10.079 --> 00:28:15.279 those fifty voicemail calls, but the idea that you're actually spending time in those 381 00:28:15.279 --> 00:28:18.920 relationships and building those that trust that's so critical, and having a crm that 382 00:28:18.960 --> 00:28:23.039 can do a lot of that automation is is critical and again, could have 383 00:28:23.079 --> 00:28:26.880 been another whole episode just on that. But also I think that the I'm 384 00:28:26.920 --> 00:28:32.240 sorry, Kathy, you're gonna say them Um, but I think that the 385 00:28:32.279 --> 00:28:33.720 idea to just to kind of get back to kind of what the core of 386 00:28:33.759 --> 00:28:37.240 this episode was about, was this idea that you're not going to be able 387 00:28:37.240 --> 00:28:41.400 to have every campus. Cannot have the college tour in a Hollywood crew come 388 00:28:41.400 --> 00:28:45.680 on and do what they did. But I think that you heard in this 389 00:28:45.759 --> 00:28:48.920 episode, there's basically a recipe that they're using. That is that as that 390 00:28:49.079 --> 00:28:55.880 success, it's hearing the students speak, helping them tell that story and and 391 00:28:56.039 --> 00:28:59.799 utilizing the things that they're saying in the way they're saying it in your marketing 392 00:28:59.839 --> 00:29:02.920 to really kind of amplify that out and I think that that's, you know, 393 00:29:03.000 --> 00:29:04.839 one of the ways that again, look at the script, look at 394 00:29:04.839 --> 00:29:07.640 the recipe, follow the recipe and apply it to your own school. I 395 00:29:07.640 --> 00:29:11.039 mean again, you might have a small school. I know there's several colleges 396 00:29:11.119 --> 00:29:14.319 that that I work with that are very small, you know, under five 397 00:29:14.680 --> 00:29:18.200 students. There are a lot of things in this episode that you can do, 398 00:29:18.240 --> 00:29:22.000 that you can learn and it's it's getting giving voice to your students and 399 00:29:22.000 --> 00:29:25.160 that's going to be able to create some of that Evergreen continent and I'm really, 400 00:29:25.640 --> 00:29:27.799 really excited about that. And and and again. We've talked on a 401 00:29:27.839 --> 00:29:32.480 couple other episodes, troy. I remember the episode we had with University of 402 00:29:32.519 --> 00:29:37.440 Kentucky about the importance of the partnership between enrollment and marketing. I can't overestimate 403 00:29:37.480 --> 00:29:41.559 that or over over state that, I should say, in the sense that 404 00:29:41.599 --> 00:29:44.759 you can see in this episode and see the success of the numbers that that 405 00:29:44.960 --> 00:29:48.920 have been talked about in this episode, of just how critical it is that 406 00:29:48.759 --> 00:29:55.000 enrollment and marketing work hand and Glove and and work out success get rid of 407 00:29:55.000 --> 00:29:57.319 the silos. Life is too short, there's too much on the line and 408 00:29:57.440 --> 00:30:00.480 and we've just got to roll up our sleeve and lean into this together. 409 00:30:00.559 --> 00:30:07.319 So excellent episode, so so excited about everything you guys are doing and just 410 00:30:07.720 --> 00:30:11.839 congratulations. You've earned it. Thank you so much. This episode of the 411 00:30:11.960 --> 00:30:18.920 Higher Ed Marketer podcast is majorly sponsored by Zemi, where students share stories and 412 00:30:18.960 --> 00:30:26.440 connect in exclusive college communities, also by Kaylor solutions and education marketing and branding 413 00:30:26.480 --> 00:30:33.559 agency and, I think, patented a marketing execution company combining print customization and 414 00:30:33.680 --> 00:30:37.559 technology for deeper engagement. On behalf of my co host, Bart Kaylor, 415 00:30:37.799 --> 00:30:44.680 I'm troy singer. Thank you so much for listening. You've been listening to 416 00:30:44.720 --> 00:30:48.119 the Higher Ed Marketer. To ensure that you never miss an episode, subscribe 417 00:30:48.160 --> 00:30:52.759 to the show in your favorite podcast player. If you're listening with apple podcasts. 418 00:30:53.039 --> 00:30:56.319 We'd love for you to leave a quick rating of the show. Simply 419 00:30:56.359 --> 00:31:00.400 tap the number of stars do you think the podcast deserves. Until next time,