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 brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
WEBVTT
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You were listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
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00:00:07.230 --> 00:00:11.910
in higher education. This show will
tackle all sorts of questions related to student
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00:00:11.949 --> 00:00:16.070
recruitment, don't a relations, marketing, trends, new technologies and so much
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more. If you are looking for
conversations centered around where the industry is going,
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00:00:20.789 --> 00:00:28.980
this podcast is for you. Let's
get into the show. Welcome to
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00:00:29.019 --> 00:00:33.179
the High Red Marketer podcast, where, each week, Mark Taylor from Kaylor
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solutions and my self, choice singer
from think patented, interview high read marketers
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that we admire and we feel have
something to bring to the higher a community.
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And this is a special episode.
We are interviewing courtney cannon and she
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is with Galu debt university. Courtney
reached out to us during our last Webinar
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and asked us if we could provide
captioning because she is hearing impaired, which
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spurred along conversation because she was thankful
we were able to do that around inclusive
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marketing and we felt that it was
a message that should be brought to the
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entire community to better understand. Yeah, try. It's been a great journey
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with with Courtney and I I have
to say that, because I have not
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had a lot of experience with the
community and with those who are needing different
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opportunities like that, I was a
little bit intimidated, I'll be honest.
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I when she first reached out and
needed that. I wanted to do that
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and we found out how to do
that. We utilizing zoom and a tool
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called Otter, and so we were
able to accommodate that and she was so
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grateful for that. She said it
was the first time she'd ever been to
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a Webinar that someone actually accommodated that, and so I was very proud of
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our team of being able to do
that. But then afterwards I was following
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up with her and getting to know
her better and and offering to review some
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things that Galu Dad and you know, I wasn't sure how to, you
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know, engage, whether zoom was
the way to do it or how that
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worked. It again, I just
didn't know. And so it's been such
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a great journey to be able to
get to know courtney, to be able
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to have some frank, honest conversations, and this is such a great podcast
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because, I mean, we did
our pre interview and we did it through
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zoom and zoom as a tool that
she uses every day, just like the
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rest of us, but she uses
it in a way of being able to
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read the lips of the people that
she's zooming with, and we have we
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have also accommodated with the fact of
having not only when we have the conversations
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with Courtney, I turned the live
capturing on so at least there's some capturing
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going on while she can read our
lips, and so that's been great.
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And so it's been good to learn
about a lot of things. She's really
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open my eyes to a lot of
things that I did not understand, and
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so we are taking efforts to take
this podcast and turn it into a youtube
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video that you can watch it.
And so if you have a need for
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American sign language a courtney does respond
in ASL and everything that she talks through,
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but we're also going to make sure
that we caption everything that Courtney says.
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It's going to be a really good
conversation. So I'm just so,
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so pleased and excited to be able
to bring this conversation to everyone. Thank
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you, Bart and well said.
Now we bring you courtney cannon. It
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is my pleasure to welcome courtney cannon. She is the undergraduate enrollment and youth
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programs marketing strategists for Galu de at
university to the High Reed Marketer podcast.
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How are you doing this afternoon,
Courtney? You keep having me here.
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I'm Domntate, happy a keeper.
Well, we appreciate you being a part
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of our show. To get things
started, I would love to let everyone
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know how we became friends and how
we came up for the topic of the
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podcast. Courtney reached out when we
had our last Webinar and wanted to know
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if we could have captioning, and
it was the first time that we've had
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that question and Bart did everything he
could to make sure that we had it
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and in the follow up conversations,
and as Courtney Express appreciation, it became
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very apparent that that's something that a
lot of webinars don't have and we wanted
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to go into the conversation of inclusiveness
in marketing. So Bart would love to
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for you to, from your perspective, kind of go into how we further
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connected with Courtney. Yes, thank
you, troy. This has been a
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great conversation that we've started. We
did a pre interview conversation with Courtney a
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couple weeks ago and one of the
things that I wanted to talk with Courtney
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about especially was just the idea of
being more sensitive and inclusive in the way
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that we do our marketing. Even
in our brief conversation earlier I learned a
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lot about the importance of, even
in zoom, leveraging kind of a plane
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background to make it easier for Courtney
to be able to read my lips and
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being able to do those types of
things, and so I thought it would
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be great to just understand a little
bit more from Courtney's point of view about
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inclusive marketing. And so, Cortney, I'm curious you know, your experience,
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not only of being able to receive
that inclusiveness but also as a marketer.
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How do you try to be more
inclusive in the marketing that you're doing?
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It's a pint. I think he's
a printed to clean empyone. Let
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me try to make something because I
acceep how funny can learn more about how
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how to Quissie Mucky Robin run a
last a party to tour, no more
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so, I mean a Mac actor, but teacher attack. They would be
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captured. The a made me back
if they would try cut back to the
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recket shout peace to sign up for
the Webinar as that's a fairy bad it
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will be cut cut hip a shot
that keep the press get the MACTI PUTT
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front of ham but to have elpen
a had to navigate to that Fu to
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try to pick up if you would
be accommodated room at the people of people.
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People have come to but because people
happy, not. So it's a
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put it to show that we have
a picnic, a ship. That's great.
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I like the idea that it's it's
a little bit on the part of
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the marketer to make sure that they
can show that they are inclusive. I
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like the idea that you said that
you know, showing that somewhere in it,
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not not as it not as a
postscript or an asterisk at the bottom
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of the page, but something to
say this is a higher ad marketing Webinar
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for everyone. Comment. We are
going to be including captioning for those who
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will need that, you know,
and then tell about the story. I
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love that idea because I think that's
a very small thing that could be done
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to really make it more inclusive for
a lot of other folks. What are
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some of the things that you do
at Galu that that help people feel more
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inclusive, whether it be from the
death students that you serve or even from
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other areas throughout the university marketing dial
it at university. Student put me much
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meat up ahead publically. He to
those he's student, starting to become,
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say, cut supper who work at
that M kitty. Have First we have
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video. Shall meet with but English
captain. Next two easy. A bad
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liquor, niless and be much would
be keep that shall lie with English capsule.
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So, but the CAP plant beat
to make sure how our plating out.
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Lato Pwapool clementated. To detect plant, we have a cut act that
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Canada rocks. But detect plant.
Maybe go to her for that's a key
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us how to beat so that plant. So it's but he isn't meeting up
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hot and they have a picture video. Make sure that it's writ it be
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low. So bed dow maybything that
after caps grow. That makes yes,
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that does actually. That's that's very
good. I have read a lot of
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statistics lately that even videos that are
utilized on Linkedin for those who can hear,
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they're still wanting captions because sometimes it's
not appropriate to have the audio on,
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and so I think the captioning not
only can be more of an inclusive
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way to do marketing, but it's
just it's becoming a marketing technique that really
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needs to be done everywhere. He
Cut. It's a pretty to know the
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last way to cap. You don't
want even make sure that the caps would
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have been out the face and not
copy the face, because the depth crystal
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valleys, these two be present at
that's I eat puck up the silly Christo
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TEP Christ. So makey sure that
the colors the capsin to to see it,
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look to video. Sometimes have the
cups and copy the hint that you
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kept see the sad at the cups. We just have to make sure that
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the cups would that's great. Thank
you. Thank you. Try. Also,
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an earlier conversation courtinate, you express
the importance that within the death community
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that there is a bi lingual being
bilingual, and I had not heard or
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understood the concept until you explained that
that it's important for one to not only
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be able to read lips but also
be able to sign. But it's also
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surprising that there are a lot of
deaf people who aren't proficient at one or
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the other and wanted to know if
you could kind of explain the concept in
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the importance of bilingual proficiency within the
death community. Now want to clear out
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something and we grow me show me
in English. Not Reading that so sadly,
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just the Prami communication that community,
that these community and act appreciation put
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up community English. It's a pretty
to well, because it's a real want
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have it. Thanks equlish as the
key show people work for people doing the
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job. Pamian bracket. That is
an English cut. That's a pretty to
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pick up community because shun, we
could has a fun dreamer, has a
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owned such effect. Spanish they have
the own dreamer. Shame Tho, but
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sertainly it's a pretty for them to
have. Why really, at the mean
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world The Sun Week to the top
to new too, because of that crust.
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Thank you. That's very helpful to
understand that better and we really appreciate
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that. What would you say as
far as how can traditional hire it?
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I mean certainly Galu that serves a
very specific community. How can the rest
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of higher ad because I if I
recall correctly, the college you attended was
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not Galu at. It was I
think it was Villanova. You know,
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there were ways that you needed to
be able to be accommodated, not only
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through the inclusiveness in the marketing but
also just the inclusiveness on campus. So,
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as higher ad marketers, what can
we do to better serve our audiences,
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to be more inclusive? That's a
treat for they own aspect cut.
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Maybe so it pressisted the Popula Shit
that they so three video, three book,
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maybe it TPS. But the fuck
mepos of the colored community. I
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think that for you, telly's apported
to hear someone at that colored from a
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specific cuts. Maybe a plan puts
here at least three someone in hunt to
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have big get it. That would
be do you m not to tell it
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that you remember which to do a
live to re telling, because there's so
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many different depth background. Some are
hurry team, don't know how to Sun.
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Some Ada the only link to sell
me. He didn't know how to
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read that. They be hand something
big tween, some wild try to eat
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and not to. We can infirm
heat at the spect. That's great.
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Thank you, and that's just a
reminder to that. Troy. I'm thinking
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about is the storytelling is such a
big part of this and I love the
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fact that Courtney has talked encouraged us
to do more storytelling through various means,
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whether it's video, pictures, other
things that can be leveraged. But that
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reminds me of the conversation we have
with JIM small a couple weeks ago from
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Notre Dame University that he talked about
the importance of storytelling. So if you
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haven't heard that episode, be sure
to go back and listen to that as
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well. Thank you, Barts Courtney. As we bring it to a close,
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would like to know if there are
any other aspects of inclusive marketing that
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marketers should keep in mind as they
are preparing their marketing communication. How much
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more attempt to be had? As
long as you need, I think maybe
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the MUSTI TEX team. We if
you Truk, the pictures show that they
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shoot. See how her birth to
the she that you to me should maybe
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not a plot. How with being
the Sha the infignation. How To make
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at them? I think the praticability, the pre background. Maybe try the
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pretty something they should have happened,
to pass for, to pick the best.
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Try to Alisa, maybe have a
cultiiciation, but appressive tim that community
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actually the same either. But me, you have a cultisation, but Comyn
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Mora seeing the community how to eat
the thank you. Thank you very much.
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We really appreciate you being a guest
on the hired marketer podcast. Have
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Nean to Howd it to be here? It is our pleasure. Bart.
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Do you have any parting words?
Yeah, a couple things that I wanted
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to point out, and I know
that that courtney just kind of made a
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very good case for empathetic marketing.
We talk about some of the best marketing
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is always going to be from a
standpoint of being empathetic to our audience and
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whether that is what courtney kind of
pointed out, is getting in the shoes
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of different communities, whether they are
deaf community, whether it's a blind community,
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whether it's a disability community, or
even if it's other communities like first
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generation college students or students of Latino
and background, where maybe their parents don't
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speak English but they speak Spanish,
really understanding how can we best accommodate,
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how can we best communicate and how
can we best market to these different audiences
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with these different ways? I mean, we're not all the same and that's
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what makes the diversity of a university
community so exciting is that we're not the
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same and I think as marketers it's
our responsibility to understand that, to be
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empathetic and then make sure that we
do things that are not creating friction for
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those people who need it. So, like Courtney said at the beginning,
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if we're going to make a Webinar, a captions available, let's put that
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up front so that she's not wasting
an hour of her time trying to figure
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that out. And so I think
that just again, it goes back to
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empathy, it goes back to understanding
and being willing to learn about everybody else,
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and I think that's really the key
and Courtney's thank you so much for
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spending time with us today. No
problem, Courtney. We hope you don't
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mind if you have had fans that
have been developed during this podcast, if
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we share your contact information, maybe
in people reach out to you on Linkedin.
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Yeah, that's very good. Well
again, that brings us to the
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end of another episode. The Higher
Ed Marketer podcast is sponsored by Taylor Solutions,
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00:18:02.279 --> 00:18:07.839
a creative and Strategy Higher Ed Agency
in Indianapolis, Indiana, and by
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thin patented, a Marketing Execution Company
that is located in Dayton Ohio, on
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behalf of Bark Taylor and myself,
Troye singer. Thank you very much for
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00:18:18.230 --> 00:18:26.029
joining us today. You've been listening
to the Higher Ed Marketer. To ensure
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