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Oct. 12, 2021

How to Improve Your Institution’s Inclusion Marketing

How to Improve Your Institution’s Inclusion Marketing

Think about your last webinar (or virtual lecture or virtual campus tour). Did you provide captioning? Did you optimize the captioning for Deaf participants? Did you make it clear to all participants that you were providing this service? 

Unless all three answers were yes, you need to make your marketing more inclusive. 

In this episode, we interview Courtney Cannon , Undergraduate Enrollment and Youth Marketing Strategist at Gallaudet University , about inclusion marketing. 

Join us as we discuss:

- How to decrease exclusive friction points (like captioning your webinars)

- The ways Gallaudet serves its diverse student community

- Understanding bilingualism among Deaf students

- The framework for building an inclusive marketing strategy: empathy 

Related Episodes:

Ep. 23 w/ Jim Small 

Referenced Resources: 

Otter.ai 

YouTube Video with American Sign Language and Closed Captioning:

https://youtu.be/mboDmgZhslw

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts , Spotify , or your preferred podcast platform.  

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

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

    

 

Transcript
WEBVTT 1 00:00:02.879 --> 00:00:07.190 You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.230 --> 00:00:11.910 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.949 --> 00:00:16.070 recruitment, don't a relations, marketing, trends, new technologies and so much 4 00:00:16.070 --> 00:00:20.350 more. If you are looking for conversations centered around where the industry is going, 5 00:00:20.789 --> 00:00:28.980 this podcast is for you. Let's get into the show. Welcome to 6 00:00:29.019 --> 00:00:33.179 the High Red Marketer podcast, where, each week, Mark Taylor from Kaylor 7 00:00:33.219 --> 00:00:38.770 solutions and my self, choice singer from think patented, interview high read marketers 8 00:00:38.850 --> 00:00:43.570 that we admire and we feel have something to bring to the higher a community. 9 00:00:44.130 --> 00:00:49.729 And this is a special episode. We are interviewing courtney cannon and she 10 00:00:49.929 --> 00:00:55.200 is with Galu debt university. Courtney reached out to us during our last Webinar 11 00:00:55.600 --> 00:01:02.679 and asked us if we could provide captioning because she is hearing impaired, which 12 00:01:03.479 --> 00:01:10.189 spurred along conversation because she was thankful we were able to do that around inclusive 13 00:01:10.390 --> 00:01:15.469 marketing and we felt that it was a message that should be brought to the 14 00:01:15.629 --> 00:01:21.140 entire community to better understand. Yeah, try. It's been a great journey 15 00:01:21.180 --> 00:01:25.260 with with Courtney and I I have to say that, because I have not 16 00:01:25.379 --> 00:01:30.180 had a lot of experience with the community and with those who are needing different 17 00:01:30.500 --> 00:01:34.450 opportunities like that, I was a little bit intimidated, I'll be honest. 18 00:01:34.489 --> 00:01:38.769 I when she first reached out and needed that. I wanted to do that 19 00:01:38.129 --> 00:01:42.090 and we found out how to do that. We utilizing zoom and a tool 20 00:01:42.090 --> 00:01:44.689 called Otter, and so we were able to accommodate that and she was so 21 00:01:44.769 --> 00:01:46.769 grateful for that. She said it was the first time she'd ever been to 22 00:01:46.810 --> 00:01:49.799 a Webinar that someone actually accommodated that, and so I was very proud of 23 00:01:51.159 --> 00:01:53.439 our team of being able to do that. But then afterwards I was following 24 00:01:53.439 --> 00:01:57.879 up with her and getting to know her better and and offering to review some 25 00:01:59.040 --> 00:02:01.829 things that Galu Dad and you know, I wasn't sure how to, you 26 00:02:01.909 --> 00:02:05.750 know, engage, whether zoom was the way to do it or how that 27 00:02:05.909 --> 00:02:08.069 worked. It again, I just didn't know. And so it's been such 28 00:02:08.069 --> 00:02:10.750 a great journey to be able to get to know courtney, to be able 29 00:02:10.750 --> 00:02:15.020 to have some frank, honest conversations, and this is such a great podcast 30 00:02:15.139 --> 00:02:17.539 because, I mean, we did our pre interview and we did it through 31 00:02:17.539 --> 00:02:22.180 zoom and zoom as a tool that she uses every day, just like the 32 00:02:22.300 --> 00:02:24.139 rest of us, but she uses it in a way of being able to 33 00:02:24.219 --> 00:02:29.060 read the lips of the people that she's zooming with, and we have we 34 00:02:29.180 --> 00:02:32.490 have also accommodated with the fact of having not only when we have the conversations 35 00:02:32.569 --> 00:02:37.090 with Courtney, I turned the live capturing on so at least there's some capturing 36 00:02:37.169 --> 00:02:39.009 going on while she can read our lips, and so that's been great. 37 00:02:39.449 --> 00:02:43.569 And so it's been good to learn about a lot of things. She's really 38 00:02:43.689 --> 00:02:46.680 open my eyes to a lot of things that I did not understand, and 39 00:02:46.840 --> 00:02:51.719 so we are taking efforts to take this podcast and turn it into a youtube 40 00:02:51.719 --> 00:02:54.000 video that you can watch it. And so if you have a need for 41 00:02:54.120 --> 00:03:00.069 American sign language a courtney does respond in ASL and everything that she talks through, 42 00:03:00.590 --> 00:03:02.469 but we're also going to make sure that we caption everything that Courtney says. 43 00:03:02.590 --> 00:03:05.669 It's going to be a really good conversation. So I'm just so, 44 00:03:05.789 --> 00:03:09.310 so pleased and excited to be able to bring this conversation to everyone. Thank 45 00:03:09.310 --> 00:03:15.939 you, Bart and well said. Now we bring you courtney cannon. It 46 00:03:16.139 --> 00:03:22.860 is my pleasure to welcome courtney cannon. She is the undergraduate enrollment and youth 47 00:03:22.939 --> 00:03:28.129 programs marketing strategists for Galu de at university to the High Reed Marketer podcast. 48 00:03:28.729 --> 00:03:32.009 How are you doing this afternoon, Courtney? You keep having me here. 49 00:03:32.210 --> 00:03:38.250 I'm Domntate, happy a keeper. Well, we appreciate you being a part 50 00:03:38.289 --> 00:03:44.240 of our show. To get things started, I would love to let everyone 51 00:03:44.400 --> 00:03:49.240 know how we became friends and how we came up for the topic of the 52 00:03:49.360 --> 00:03:53.400 podcast. Courtney reached out when we had our last Webinar and wanted to know 53 00:03:53.719 --> 00:03:59.270 if we could have captioning, and it was the first time that we've had 54 00:03:59.349 --> 00:04:03.669 that question and Bart did everything he could to make sure that we had it 55 00:04:04.150 --> 00:04:11.939 and in the follow up conversations, and as Courtney Express appreciation, it became 56 00:04:12.060 --> 00:04:16.740 very apparent that that's something that a lot of webinars don't have and we wanted 57 00:04:16.819 --> 00:04:24.730 to go into the conversation of inclusiveness in marketing. So Bart would love to 58 00:04:25.490 --> 00:04:30.050 for you to, from your perspective, kind of go into how we further 59 00:04:30.209 --> 00:04:32.689 connected with Courtney. Yes, thank you, troy. This has been a 60 00:04:32.850 --> 00:04:38.009 great conversation that we've started. We did a pre interview conversation with Courtney a 61 00:04:38.009 --> 00:04:41.680 couple weeks ago and one of the things that I wanted to talk with Courtney 62 00:04:41.680 --> 00:04:46.439 about especially was just the idea of being more sensitive and inclusive in the way 63 00:04:46.480 --> 00:04:49.399 that we do our marketing. Even in our brief conversation earlier I learned a 64 00:04:49.480 --> 00:04:56.110 lot about the importance of, even in zoom, leveraging kind of a plane 65 00:04:56.149 --> 00:05:00.310 background to make it easier for Courtney to be able to read my lips and 66 00:05:00.829 --> 00:05:03.550 being able to do those types of things, and so I thought it would 67 00:05:03.550 --> 00:05:06.740 be great to just understand a little bit more from Courtney's point of view about 68 00:05:06.740 --> 00:05:12.100 inclusive marketing. And so, Cortney, I'm curious you know, your experience, 69 00:05:12.259 --> 00:05:17.259 not only of being able to receive that inclusiveness but also as a marketer. 70 00:05:17.420 --> 00:05:20.019 How do you try to be more inclusive in the marketing that you're doing? 71 00:05:20.490 --> 00:05:28.050 It's a pint. I think he's a printed to clean empyone. Let 72 00:05:28.129 --> 00:05:35.519 me try to make something because I acceep how funny can learn more about how 73 00:05:35.759 --> 00:05:46.600 how to Quissie Mucky Robin run a last a party to tour, no more 74 00:05:46.240 --> 00:05:53.189 so, I mean a Mac actor, but teacher attack. They would be 75 00:05:53.350 --> 00:05:58.430 captured. The a made me back if they would try cut back to the 76 00:05:58.589 --> 00:06:08.379 recket shout peace to sign up for the Webinar as that's a fairy bad it 77 00:06:08.579 --> 00:06:15.259 will be cut cut hip a shot that keep the press get the MACTI PUTT 78 00:06:15.819 --> 00:06:21.209 front of ham but to have elpen a had to navigate to that Fu to 79 00:06:21.410 --> 00:06:29.250 try to pick up if you would be accommodated room at the people of people. 80 00:06:29.850 --> 00:06:38.319 People have come to but because people happy, not. So it's a 81 00:06:38.480 --> 00:06:43.879 put it to show that we have a picnic, a ship. That's great. 82 00:06:44.399 --> 00:06:46.790 I like the idea that it's it's a little bit on the part of 83 00:06:46.829 --> 00:06:50.029 the marketer to make sure that they can show that they are inclusive. I 84 00:06:50.189 --> 00:06:54.750 like the idea that you said that you know, showing that somewhere in it, 85 00:06:54.910 --> 00:06:58.310 not not as it not as a postscript or an asterisk at the bottom 86 00:06:58.310 --> 00:07:01.699 of the page, but something to say this is a higher ad marketing Webinar 87 00:07:01.860 --> 00:07:05.180 for everyone. Comment. We are going to be including captioning for those who 88 00:07:05.220 --> 00:07:09.620 will need that, you know, and then tell about the story. I 89 00:07:09.740 --> 00:07:13.220 love that idea because I think that's a very small thing that could be done 90 00:07:13.939 --> 00:07:16.449 to really make it more inclusive for a lot of other folks. What are 91 00:07:16.529 --> 00:07:19.730 some of the things that you do at Galu that that help people feel more 92 00:07:19.810 --> 00:07:25.009 inclusive, whether it be from the death students that you serve or even from 93 00:07:25.050 --> 00:07:32.199 other areas throughout the university marketing dial it at university. Student put me much 94 00:07:32.399 --> 00:07:42.600 meat up ahead publically. He to those he's student, starting to become, 95 00:07:44.350 --> 00:07:54.430 say, cut supper who work at that M kitty. Have First we have 96 00:07:54.829 --> 00:08:03.660 video. Shall meet with but English captain. Next two easy. A bad 97 00:08:03.779 --> 00:08:11.019 liquor, niless and be much would be keep that shall lie with English capsule. 98 00:08:11.139 --> 00:08:18.410 So, but the CAP plant beat to make sure how our plating out. 99 00:08:20.050 --> 00:08:26.250 Lato Pwapool clementated. To detect plant, we have a cut act that 100 00:08:26.569 --> 00:08:33.559 Canada rocks. But detect plant. Maybe go to her for that's a key 101 00:08:33.960 --> 00:08:41.549 us how to beat so that plant. So it's but he isn't meeting up 102 00:08:41.870 --> 00:08:50.990 hot and they have a picture video. Make sure that it's writ it be 103 00:08:50.110 --> 00:09:00.299 low. So bed dow maybything that after caps grow. That makes yes, 104 00:09:00.460 --> 00:09:03.340 that does actually. That's that's very good. I have read a lot of 105 00:09:03.740 --> 00:09:09.649 statistics lately that even videos that are utilized on Linkedin for those who can hear, 106 00:09:11.250 --> 00:09:16.570 they're still wanting captions because sometimes it's not appropriate to have the audio on, 107 00:09:16.169 --> 00:09:20.129 and so I think the captioning not only can be more of an inclusive 108 00:09:20.169 --> 00:09:24.240 way to do marketing, but it's just it's becoming a marketing technique that really 109 00:09:24.279 --> 00:09:31.559 needs to be done everywhere. He Cut. It's a pretty to know the 110 00:09:31.879 --> 00:09:35.840 last way to cap. You don't want even make sure that the caps would 111 00:09:35.879 --> 00:09:43.110 have been out the face and not copy the face, because the depth crystal 112 00:09:43.509 --> 00:09:50.789 valleys, these two be present at that's I eat puck up the silly Christo 113 00:09:50.870 --> 00:09:58.740 TEP Christ. So makey sure that the colors the capsin to to see it, 114 00:10:01.220 --> 00:10:07.649 look to video. Sometimes have the cups and copy the hint that you 115 00:10:07.809 --> 00:10:11.809 kept see the sad at the cups. We just have to make sure that 116 00:10:11.889 --> 00:10:18.610 the cups would that's great. Thank you. Thank you. Try. Also, 117 00:10:18.649 --> 00:10:24.720 an earlier conversation courtinate, you express the importance that within the death community 118 00:10:24.360 --> 00:10:31.600 that there is a bi lingual being bilingual, and I had not heard or 119 00:10:31.600 --> 00:10:37.470 understood the concept until you explained that that it's important for one to not only 120 00:10:37.590 --> 00:10:41.190 be able to read lips but also be able to sign. But it's also 121 00:10:41.350 --> 00:10:48.190 surprising that there are a lot of deaf people who aren't proficient at one or 122 00:10:48.230 --> 00:10:52.740 the other and wanted to know if you could kind of explain the concept in 123 00:10:52.259 --> 00:11:00.740 the importance of bilingual proficiency within the death community. Now want to clear out 124 00:11:00.860 --> 00:11:09.889 something and we grow me show me in English. Not Reading that so sadly, 125 00:11:11.090 --> 00:11:22.639 just the Prami communication that community, that these community and act appreciation put 126 00:11:22.679 --> 00:11:28.639 up community English. It's a pretty to well, because it's a real want 127 00:11:28.240 --> 00:11:35.350 have it. Thanks equlish as the key show people work for people doing the 128 00:11:35.389 --> 00:11:43.870 job. Pamian bracket. That is an English cut. That's a pretty to 129 00:11:43.990 --> 00:11:50.980 pick up community because shun, we could has a fun dreamer, has a 130 00:11:52.220 --> 00:11:58.460 owned such effect. Spanish they have the own dreamer. Shame Tho, but 131 00:11:58.820 --> 00:12:07.289 sertainly it's a pretty for them to have. Why really, at the mean 132 00:12:07.409 --> 00:12:13.450 world The Sun Week to the top to new too, because of that crust. 133 00:12:13.570 --> 00:12:18.320 Thank you. That's very helpful to understand that better and we really appreciate 134 00:12:18.480 --> 00:12:22.399 that. What would you say as far as how can traditional hire it? 135 00:12:22.440 --> 00:12:26.559 I mean certainly Galu that serves a very specific community. How can the rest 136 00:12:26.600 --> 00:12:31.190 of higher ad because I if I recall correctly, the college you attended was 137 00:12:31.269 --> 00:12:35.509 not Galu at. It was I think it was Villanova. You know, 138 00:12:35.789 --> 00:12:39.830 there were ways that you needed to be able to be accommodated, not only 139 00:12:39.990 --> 00:12:43.269 through the inclusiveness in the marketing but also just the inclusiveness on campus. So, 140 00:12:43.779 --> 00:12:48.299 as higher ad marketers, what can we do to better serve our audiences, 141 00:12:48.379 --> 00:12:56.139 to be more inclusive? That's a treat for they own aspect cut. 142 00:12:56.379 --> 00:13:03.529 Maybe so it pressisted the Popula Shit that they so three video, three book, 143 00:13:05.610 --> 00:13:11.250 maybe it TPS. But the fuck mepos of the colored community. I 144 00:13:11.490 --> 00:13:20.600 think that for you, telly's apported to hear someone at that colored from a 145 00:13:20.759 --> 00:13:28.269 specific cuts. Maybe a plan puts here at least three someone in hunt to 146 00:13:28.110 --> 00:13:31.230 have big get it. That would be do you m not to tell it 147 00:13:31.350 --> 00:13:37.269 that you remember which to do a live to re telling, because there's so 148 00:13:37.549 --> 00:13:43.820 many different depth background. Some are hurry team, don't know how to Sun. 149 00:13:43.659 --> 00:13:48.940 Some Ada the only link to sell me. He didn't know how to 150 00:13:50.059 --> 00:13:54.019 read that. They be hand something big tween, some wild try to eat 151 00:13:54.100 --> 00:14:00.649 and not to. We can infirm heat at the spect. That's great. 152 00:14:00.769 --> 00:14:03.929 Thank you, and that's just a reminder to that. Troy. I'm thinking 153 00:14:03.929 --> 00:14:07.649 about is the storytelling is such a big part of this and I love the 154 00:14:07.730 --> 00:14:11.759 fact that Courtney has talked encouraged us to do more storytelling through various means, 155 00:14:11.799 --> 00:14:16.080 whether it's video, pictures, other things that can be leveraged. But that 156 00:14:16.200 --> 00:14:20.200 reminds me of the conversation we have with JIM small a couple weeks ago from 157 00:14:20.240 --> 00:14:24.990 Notre Dame University that he talked about the importance of storytelling. So if you 158 00:14:24.110 --> 00:14:26.710 haven't heard that episode, be sure to go back and listen to that as 159 00:14:26.750 --> 00:14:33.230 well. Thank you, Barts Courtney. As we bring it to a close, 160 00:14:33.629 --> 00:14:39.659 would like to know if there are any other aspects of inclusive marketing that 161 00:14:39.620 --> 00:14:46.460 marketers should keep in mind as they are preparing their marketing communication. How much 162 00:14:46.500 --> 00:14:56.409 more attempt to be had? As long as you need, I think maybe 163 00:14:56.690 --> 00:15:03.049 the MUSTI TEX team. We if you Truk, the pictures show that they 164 00:15:03.250 --> 00:15:11.600 shoot. See how her birth to the she that you to me should maybe 165 00:15:11.799 --> 00:15:16.679 not a plot. How with being the Sha the infignation. How To make 166 00:15:16.919 --> 00:15:22.789 at them? I think the praticability, the pre background. Maybe try the 167 00:15:22.870 --> 00:15:30.029 pretty something they should have happened, to pass for, to pick the best. 168 00:15:30.710 --> 00:15:37.019 Try to Alisa, maybe have a cultiiciation, but appressive tim that community 169 00:15:37.500 --> 00:15:43.299 actually the same either. But me, you have a cultisation, but Comyn 170 00:15:43.460 --> 00:15:50.490 Mora seeing the community how to eat the thank you. Thank you very much. 171 00:15:52.850 --> 00:15:58.250 We really appreciate you being a guest on the hired marketer podcast. Have 172 00:15:58.690 --> 00:16:03.320 Nean to Howd it to be here? It is our pleasure. Bart. 173 00:16:03.600 --> 00:16:07.159 Do you have any parting words? Yeah, a couple things that I wanted 174 00:16:07.159 --> 00:16:11.279 to point out, and I know that that courtney just kind of made a 175 00:16:11.559 --> 00:16:15.080 very good case for empathetic marketing. We talk about some of the best marketing 176 00:16:15.120 --> 00:16:19.710 is always going to be from a standpoint of being empathetic to our audience and 177 00:16:19.870 --> 00:16:23.110 whether that is what courtney kind of pointed out, is getting in the shoes 178 00:16:23.149 --> 00:16:29.230 of different communities, whether they are deaf community, whether it's a blind community, 179 00:16:29.269 --> 00:16:33.820 whether it's a disability community, or even if it's other communities like first 180 00:16:33.820 --> 00:16:38.580 generation college students or students of Latino and background, where maybe their parents don't 181 00:16:38.580 --> 00:16:45.340 speak English but they speak Spanish, really understanding how can we best accommodate, 182 00:16:45.580 --> 00:16:49.690 how can we best communicate and how can we best market to these different audiences 183 00:16:51.210 --> 00:16:55.289 with these different ways? I mean, we're not all the same and that's 184 00:16:55.330 --> 00:17:00.210 what makes the diversity of a university community so exciting is that we're not the 185 00:17:00.250 --> 00:17:04.160 same and I think as marketers it's our responsibility to understand that, to be 186 00:17:04.240 --> 00:17:10.000 empathetic and then make sure that we do things that are not creating friction for 187 00:17:10.119 --> 00:17:12.240 those people who need it. So, like Courtney said at the beginning, 188 00:17:12.799 --> 00:17:17.230 if we're going to make a Webinar, a captions available, let's put that 189 00:17:17.309 --> 00:17:21.109 up front so that she's not wasting an hour of her time trying to figure 190 00:17:21.109 --> 00:17:23.230 that out. And so I think that just again, it goes back to 191 00:17:23.309 --> 00:17:29.869 empathy, it goes back to understanding and being willing to learn about everybody else, 192 00:17:30.180 --> 00:17:32.900 and I think that's really the key and Courtney's thank you so much for 193 00:17:33.019 --> 00:17:37.460 spending time with us today. No problem, Courtney. We hope you don't 194 00:17:37.500 --> 00:17:42.940 mind if you have had fans that have been developed during this podcast, if 195 00:17:44.019 --> 00:17:48.490 we share your contact information, maybe in people reach out to you on Linkedin. 196 00:17:49.529 --> 00:17:56.490 Yeah, that's very good. Well again, that brings us to the 197 00:17:56.529 --> 00:18:02.240 end of another episode. The Higher Ed Marketer podcast is sponsored by Taylor Solutions, 198 00:18:02.279 --> 00:18:07.839 a creative and Strategy Higher Ed Agency in Indianapolis, Indiana, and by 199 00:18:07.920 --> 00:18:15.069 thin patented, a Marketing Execution Company that is located in Dayton Ohio, on 200 00:18:15.269 --> 00:18:18.109 behalf of Bark Taylor and myself, Troye singer. Thank you very much for 201 00:18:18.230 --> 00:18:26.029 joining us today. You've been listening to the Higher Ed Marketer. To ensure 202 00:18:26.069 --> 00:18:29.940 that you never miss an episode, subscribe to the show in your favorite podcast 203 00:18:30.019 --> 00:18:33.299 player. If you're listening with apple PODCASTS, we'd love for you to leave 204 00:18:33.339 --> 00:18:37.859 a quick rating of the show. Simply tap the number of stars you think 205 00:18:37.900 --> 00:18:40.460 the podcast deserves. Until next time,