How to Improve Your Institution’s Inclusion Marketing

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,