Transcript
WEBVTT
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We tend to think we need a
production crew to make something happen, and
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I've seen the most amazing and effect
of marketing done literally with an iphone by
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a student. You are listening to
the Higher Ed Marketer, a podcast geared
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towards marketing professionals in higher education.
This show will tackle all sorts of questions
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related to student recruitment, don'tor relations, marketing trends, new technologies and so
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much more. If you are looking
for conversation centered around where the industry is
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going, this podcast is for you. Let's get into the show. Welcome
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to the High Ed Marketer podcast.
My name is troy singer and I'm with
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my cohost and fantasy football referee,
Bart Taylor, and today we are talking
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to Nate Jorgensen, who works at
the University of Cincinnati College of Engineering,
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and he's going to take us on
his journey and give us his perspective of
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marketing a college that is within a
larger college. Yeah, it's a really
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fascinated conversation. I think he does
a great job of kind of explaining the
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benefits of that as well as some
of the challenges, and I love how
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he kind of keeps coming back to
one of my favorite topics, which is
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content marketing, and I think he's
got a lot of really good things to
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say. No matter what size of
institution you are, I think there's a
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lot of things that you can clean
from what he's learning, what they are
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doing and how they're doing it.
So just a great conversation and just a
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side note, nate has been a
fan of the high ed marketer from almost
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day one. I think he found
it on Linkedin and started commenting and liking
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some of our posts and we got
to know him through that and then reached
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out and ask him to be on
the podcast as a guest, and so
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it's it's just fascinating a kind of
come full circle and have him on the
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show. You'll definitely realize that he
is an ongoing learner and we are so
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happy that he turned from Super Fan
to wonderful guest. That's right. Here's
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our conversation with nate. Today on
the High Ed Marketer Podcast, we are
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speaking with Nate Jorgensen. He's the
director of Marketing and communications of the College
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of Engineering and Applied Science at the
University of Cincinnati and I know that he
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is a fan and he is an
evangelist for his college, but right now
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he's probably feeling good about the football
team as well. Hello, nate,
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let's hear it now. It's the
great time for the school. Overall it
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is. I got tremendously lucky to
be where I am, on the right
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at the beginning of a huge op
swing, so I get a lot of
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credit for stuff I had nothing to
do with. The football team as one
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of them. It's great. Well, they're in the news a lot and,
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aside from the wonderful conversations were going
to have about marketing, I just
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felt to say congratulations and I hope
you get to enjoy a few more wins
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on the way to a national championship. Nate, we have you on today
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because you have you're in a wonderful
situation and would like to share the story
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of the College of Engineering. For
those of us in the Midwest, we
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know is and has been a wonderful
attractor for engineering students, a very famous
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in itself, but this midsize college
is up under a larger organization of University
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of Cincinnati. So wanted to talk
to you about your experiences and your journey
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in regard to that, because a
lot of us might think the College of
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engineering at Cincinnati they want to do
that much marketing. The school sells itself.
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You know what are you? Why
do you have to market it?
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But we all know that is not
true. So again, would like for
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you to kind of tell us historically
how the marketing went and then maybe some
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of the changes that you're making with
you and your team as you move forward
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in some of the aspirations you have
for the college. Yes, absolutely,
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thanks, Troy. Well, you
know, to be completely honest, what
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you said is kind of true.
The college does sell itself and that's something
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that we talked about as a team. Is that what can we do to
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move the needle even higher with what's
going on and you know, the the
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differentiators for the college, most most
notice noticeably the co op program where students
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alternate time between the classroom and we're
getting real world experience, is just so
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different compared to the average engineering education
that that really does sell itself. Sometimes
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it's just a matter of getting that
message in front of people who don't necessarily
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know it, and especially with more
out of market audiences that aren't in Ohio
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or Kentucky or Indiana. And so
yeah, that's that's something that we do
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and and one thing I can kind
of say right off the bat to maybe
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illustrate that is that as we saw
what was going to happen, hopefully with
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the football season, we started thinking
about how can we amplify our message within
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that and very early on we put
together some profiles, one on Alec Pierce,
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who's a wide receiver, and one
on Ryan Royer, who is a
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linebacker. They're both mechanical engineering students, and so we had those ready to
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go when they started having big years, and Alex in particular, and Ryan,
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as a great walk on story in
his own right, in a great
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student. But then those hit and
then all the sudden engineering was in people's
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minds too. I was just talking
about this with one of my teammates and
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not every bowl bound school can say
that right now. And I'm not saying
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where geniuses are anything, but that
is something that we thought of before the
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season started and thought, let's be
ready with these when people come calling.
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That's really smart, because I think
that, you know, I think that
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sometimes marketing is all about being at
the right place at the right time,
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and I think being able to really
plan ahead and think about that. I
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think was very wise. You know, you look at some of the larger
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schools that that I think sometimes do
that. I think about Notre Dame and
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places like that, that they're in
the national spotlight all the time with like
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an NBC contract and things like that. But I think for some of the
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smaller schools and places like colleges within
bigger universities, being able to really kind
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of roll up your sleeves and lean
into that, I think that's really smart.
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And tell me a little bit of
how that fits into the larger,
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you know, aspect of the of
the marketing at the College of Engineering,
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because I mean you've given us a
small window into this year and this moment,
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but tell us more about how you're
how you're kind of explaining the benefits
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of the CO OP program too.
Yeah, another great question. So it
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has been an evolving process and and
kind of going back to what you asked
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about with the history before, with
the college selling itself, they really didn't
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pay a whole lot of attention to
marketing for a very long time and or
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at least didn't put the emphasis on
it that they have in recent years.
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And some of that can be just
me bugging them until they figured out that
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it was something that would be helpful. But also, along with those lines,
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we started working with our enrollment management
office in the college really for the
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first time that our office has in
a long time, and that is as
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remarkable as it sounds. Maybe before
and marketing and communication, there were press
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releases going out and there were postcards
touting awards, one or other publications and
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and things like that. But starting, just starting that conversation with the enrollment
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management team, learning their world,
learning what their goals are and most simply,
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it's just to grow the footprint and
grow in numbers. But you it
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to do so, you have to
grow your footprints. So we've really tried
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to see what would work when we
get outside of that world that doesn't know
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the coop story right off the top
of their head, and one area in
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particular that we've had some success in
is Chicago, where there is some recognition
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for the area. Miami University,
I think, has a really strong draw
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and Chicago historically, so they know
the area a little bit and then their
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primed a little bit to hear about
our university and the CO OP program within
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engineering when we start that conversation.
So that's been really interesting to tweak our
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ads all along while they're going tweak
the stories that were linking, to tweak
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what is in the emails that are
going out to those who have applied or
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have expressed interest. It's just such
an interesting I love it, I love
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learning about it and I love every
bit of trying to figure out what a
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person will be interested in that and
that time and really just being authentic,
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like we're not going to be everything
to everyone. We're not Harvard and we'RE
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NOT UCLA, we're Cincinnati and we're
all the things that that implies that are
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great, and so we try to
find those people that were a a match
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for the students that we'd be a
good match for. That makes a lot
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of sense. I think it goes
back to segmentation and getting the right mission
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fit. You know, sometimes it's
called mission fit, it's a lot of
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times it's just the right fit to
know that, hey, if we get
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this kind of student, we know
that they're going to retain, retentions going
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to be great, they're going to
matriculate, they're going to be, you
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know, successful graduates who are going
to then give back to the school later
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on, and so I think that's
a really wise way to look at it.
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Now we've talked a lot about,
you know, the College of Engineering
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and your marketing department being under the
larger umbrella of the you know, probably
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the Centralized Marketing Department at University of
Cincinnati. What are some of the kind
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of maybe opportunities? We talked a
little bit about that already, but maybe
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some of the challenges or maybe the
restraints that sometimes happen because, I mean,
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in essence, you're yours college of
engineering is much larger than a lot
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of the schools that are listening to
this already. How do you kind of
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navigate that and where does that kind
of start to rub a little bit?
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Oh, that's so true and yes, so so. First of all,
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with the opportunities that that presents.
Our Central Marketing and communications team is awesome
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and they're on the cutting edge of
all of those thingss that that we talked
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about with ads and online advertising and
everything else. So we're able to hear
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about that from someone who is,
quite frankly, just done all the work
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and then they say, Hey,
this is what the research says, this
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is what our partner who we work
with to get these up, says.
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is working across the nation and then
so we as a college have the opportunity
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to invest the dollars that were in
control of to take advantage of that.
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And then also along with that,
they will have campaigns that are going out
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and then they'll sometimes just say there's
a place in here for college specific content,
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and that produces a really cool opportunity
and a really cool situation to learn
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how to fit into that. And
so that kind of leads me into some
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of the limitations and and my background
has always been at the institution level.
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I was a sports information director at
some small schools. I worked in athletic
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departments, then I worked at right
State University on the University web team before
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I came to the College of Engineering
and Applied Science at the University of Cincinnati,
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and I literally was that person who
says we know everything at the university.
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You and the college is don't know
how to do it, so just
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listen to us and and do it
our way. And while have I learned
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so much in the last five years, you know, and sometimes that's true,
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but that's not how you say it, and you have to be on
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the same team as the person to
get them to come along with you and
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sometimes there are perspectives that you are
missing that the people in the colleges have,
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and so this is just been the
most value. I just love my
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job and I love this experience of
learning all that and learning the difference between
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one of the main issues is that, I believe this isn't a hundred percent
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true. At the university level you're
responsible to the president and all of those
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in all of those areas, growing
enrollment, growing impact, growing rankings.
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In the college, typically you're responsible
to the Dean and you report to the
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Dean and the Dean for the most
part reports to the faculty within that college.
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So you do have some limitations and
different incentives, I would say,
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to do different things, and so
one of the ways that we really try
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as a team to do our best
with that is to find a way to
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use something in three different ways.
If if a faculty member with with very
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good intention and reasons, as I
want this story written about this paper that
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was published, we can do that, but then we can also mix that
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content into our recruiting material for students
in that area. We can turn it
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into a tweet that's going to go
out later in the semester. We might
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then do a video feature on that
faculty member to explain their research a little
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bit better. So fitting all of
those puzzle pieces together is kind of what
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I think my job is and I
think I just happened to find this area
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that I can do this well,
and I'm not sure that's the case with
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all jobs, but but it's something
that that I enjoy a lot, especially
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with engineering and Applied Science. It's
great. Thank you, nate. You
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touched on being authentic a little while
ago. In from previous conversations with you
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and members of your team, I
know that's something that you and your team
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are very passionate about, at communicating
authentically. So if you could share how
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you're trying to achieve that and how
it may be different than how your team
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previously communicated? Yes, absolutely,
and our previously our web manager, she
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just got promoted to Assistant Director of
Marketing, Sarah Mullins. This has been
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all of her work. Is Pretty
much telling us to stop doing what we're
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doing, with being the forty year
old people telling seventeen year olds what they
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should care about, to having our
students tell that story and, surprise,
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surprise, that's what perspective. Students
would rather here, and so our most
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successful content has been our student blog
post. They're not all a hundred percent
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positive and that's great and we learn
a lot from that and the odd authenticity
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of that pays off way more than
being super protective. I think anyone within
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higher add knows that no institution is
perfect, and so once you kind of
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accept that and and let people share
their own voice, that that has just
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resonated so much. You know,
at forty two years old, I think
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I'm completely out of the game of
knowing at all what a perspective college student
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would want, and so it's really
dedicating ourselves to that authenticity has just been
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a game changer for us. For
All of those reasons. I think that's
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so true. You know, you're
much younger than I am, nate,
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but I think the idea that having
that understanding that okay, we you know.
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You know we had another guest on
recently that said if I like it,
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it probably isn't going to work,
and she is, you know,
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our age, and so I think
that's so true and I, you know,
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having some kids that are in college
right now, in high school students,
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you know, them watching tick tock
and other things. I don't get
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it sometimes and I don't understand a
lot of it, but when they see
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it and they get it and they
understand somebody who's gets it with them,
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there is that authenticity and the challenge
is that, I'll think, a lot
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of time schools try to pull it
off without being authentic, and that's the
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worst thing you can do. With
Jen Z, I mean, you know,
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they grew up with a BS filter
that's, you know, more sensitive
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than any the rest of us and
I think that they can get through that
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pretty quick and so we need to
we need to acknowledge that and be thoughtful
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about that and I think that's a
really good idea. Now, now our
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I mean when you talk about the
student to student connection, are there ways
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that you're doing that? Are you
recruiting students to help you, or they
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work study, or are is that
more like some software you're using? Tell
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us a little bit about that.
Yeah, we have an amazing student ambassador
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group among other students within our college. One of the most incredible things that
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I learned early on in my work
there is that almost all, but as
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specifically a couple different groups, are
absolutely enthusiastic about being students in the College
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of Engineering and Applied Science. We
have a group of students, the ambassadors,
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who almost completely run are on campus
visits for perspective students and they really
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just do it because they want to
do it, and so there is one
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example where it's just there, there, and they're there for feedback a lot
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of times on the marketing team where
we might say this or this, what
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do you think and they'll say neither
and it's very helpful. So yeah,
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not just that particular group, but
our enrollment management team really does a good
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job of connecting with students across majors, across departments and having those students available,
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and then when they connect with some
of those students, they usually send
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them our way to say this student
would be a great feature, this student
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would do a great blog post about
their experience, and so it kind of
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just feeds itself and kind of goes
back to the college selling itself again and
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kind of all the stuff that I'm
saying is I really think that at times
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you I do just have to let
a college sell itself. Me Getting in
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the way sometimes and trying to do
more work sometimes as de detrimental to what
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we're trying to do and being okay, with that as hard at times,
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especially with with some other people that
we work with, as the best thing
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we can do right now is nothing. You always think you have to be
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filling your day with doing grinding out
the work, and I don't think that's
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the best strategy. Yeah, I
know that we I know you listen to
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the podcast night and I know we
had that Lee will hide on a few
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weeks ago from Biola, and they've
done a really good job of not only
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leveraging their students but also using them
a little bit as influencers. I mean
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looking at social profiles and being able
to do that, and so I love
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the idea of that student to student
Peer Marketing. I think that's so powerful
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and I think that. I think
that's really exciting and I think that's probably
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going to continue on. But I
think another big part of it, and
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we talked a bit about this earlier, as I'd have content marketing. To
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I mean I think that all students, you know, and perspective parents,
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are coming to the university that they're
considering with a ton of questions and the
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content really going to help provide those
answers. Tell us a bit about what
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you guys do with them. Yeah, excellent point, and so one of
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the things that we do with that
are kind of specifically those student blog posts
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on particular questions that people tend to
ask. So we've started, and were
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a good chunk of the way through
our what is engineering videos series, and
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it really I learned stuff as someone
who's worked in the college for five years.
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You know what really is biomedical engineering? How is it different than mechanical
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or chemical engineering? And I guess
one of the things that we've done in
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the past is taken advantage of opportunities
that came about to get the right people
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in place and order to do that, and one example of that is we
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have a videographer on our team and
that so making that content is very video
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heavy, because there's only so much
that probably people want to read and that
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video can just be more effective and
getting the personal connection with the subject.
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And we had a situation a couple
years ago where like it was like an
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instructional designer video person who had left, and I kind of talked everyone into
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splitting that position between between academics and
marketing, and that is one thing that
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I've learned in this role that could
potentially be helpful for other listeners is sometimes
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we're just trying to grind out the
right the thing that we want approved,
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and sometimes just waiting for the right
opportunity to make it easy is the more
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effective way as well. And so
yeah, beyond the content itself, setting
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ourselves up to have the right personnel
in place and all of the right technology
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has done a big part of that
as well. I hope that's helpful.
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That's that is great. That's great. Being a longtime listener, nate,
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you know, we usually in their
episode by asking our guest if there is
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a final thought or a takeaway that
they can offer that could be implemented immediately
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by a colleague or's another listener.
So I asked that of you. Is
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there a final thought that you have
that you would like to leave with us?
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I do so. I mentioned US
having a videographer. We have a
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videographer, a writer, someone who
does graphics, someone who does social media.
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They all kind of split it up
a little bit. One of the
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things that I've noticed when I'm on
some of the conference, the video conferences
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recently with other marketing professionals and the
higher education world is I think we tend
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to think we need a production crew
to make something happen and I've seen the
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most amazing and effective marketing done literally
with an Iphone by a student, and
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sometimes that is absolutely it. And
I've heard US go around and around on
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some of those conferences before, myself
included, saying, well, how can
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we get a budget for that?
How can we do that? And it's
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like literally, it's all right there, and maybe it is a little bit
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of taking those students who are willing
to tell their story and not worrying so
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much about it being all perfect but
more so just authentic and what the perspective
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student wants to see. That's great. Thank you. I think you brought
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at full circle and that authenticity might
work a lot better than the full production
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that you once thought was needed to
get the point across. So thank you
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for putting exclamation point on our episode. How can someone reach you if they
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would like to connect? Probably the
best way is to go to CEASTUC DOT
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EDU and we ner the about.
We have a contact page where I'm listed
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rather than rattling off my long email
address. I'm also on twitter. I
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don't even I think my my handle
is nate jorgans and eight, and that's
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just what was available at the time
and I'm on Linkedin as well if you
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just search nate Jorkins, and so
I would love to connect. Other previous
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guests on this podcast I have reached
out to and have given me very valuable
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information on being successful in this world. So please, if there's anything that
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I said that that you want to
know more about, I would be more
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than happy to talk nate. Thank
you for being a guest but, more
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importantly, thank you for being a
longtime listener. I was just talking to
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Bart a little earlier and he said
even before you agreed to be a guest,
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he kept on seeing your comments on
our episodes and he reached out and
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had a wonderful thirty minute conversation with
you. So we appreciate your support absolutely.
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I think I probably just annoyed Bart
to the point where he had to
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interview me. So No, not
at all. Know, it's been a
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pleasure so eventy me to thank you, bar art. Any final thoughts from
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you? Yeah, I just wanted
to point out a few things and there's
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a little bit of a theme that
has went through this whole conversation about content
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and I really liked him. One
of the things that that nate said is
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that when they produce content in the
College of Engineering, that try to look
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at how they're going to use it
three ways. A lot of times we
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talked about, you know, syndicating
the content. So whether you're, you
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know, doing a blog post or
or even doing a podcast like this podcast,
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we take it, we turn it
into a blog post. I'm also
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uploading these podcasts to youtube and so
now they're a video and so there's a
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lot of different ways to syndicate that. So I love the idea of looking
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at your content, looking at what
you're doing and figuring out how can you
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do it, you know, what
can you do with it three times?
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I also love the idea of using
students in that peer to peer marketing.
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I think that's so valuable, especially
in today's you know, culture and climate.
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With Generation Z, and I think
it's going to continue on with generation
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Alpha when they come that they're going
to expect to kind of see from their
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peers more than what they're going to
believe from the official Party line type of
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thing. I think that's great.
And then, finally, I think this
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idea of asking the questions or answering
the questions that we have from prospective students
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and parents through our content is so
critical and I really appreciated that last comment
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that nate made about sometimes an iphone
is going to be more effective. You
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know, I've put together an ebook
before and it's a presentation that I've done
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called marketing on a shoestring budget,
and my whole point of that, entire
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whatever I put out there, the
Ebook or whatever, is the idea that
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you need to focus on content and
getting out off authentic content, whether you
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do it with an iphone. I
mean you can go to Amazon and get
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a few little access series with a
Lavier mic for twenty bucks and a little
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iphone stand for a tripod and you
can do some pretty effective videos. And
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I've seen schools that have like fifty
students do very effective videos on no budget
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at all just because they downloaded,
you know, imovie and a couple things
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there. So don't be scared of
developing a lot of really good content,
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especially video content, because it's well
within your ability to do that. Thank
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you, Bart and again thank you, nate, for being such a wonderful
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guest today. Yes, thank you, thank you both. The hired marketer
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podcast is sponsored by Taylor Solutions,
a strategy, marketing and branding agency serving
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00:25:47.880 --> 00:25:52.150
higher ed institutions for over twenty years
and, by Think, patented a Marketing
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00:25:52.230 --> 00:25:59.549
Execution Company combining print, digital engagement
and direct mail for successful search and appeal
349
00:25:59.630 --> 00:26:03.789
campaigns. On behalf of Bart Kaylor, my cohost. I'm troy singer.
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00:26:03.500 --> 00:26:08.380
Thank you very much for listening.
You've been listening to the Higher Ed Marketer.
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00:26:10.140 --> 00:26:12.420
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