Transcript
WEBVTT
1
00:00:02.879 --> 00:00:07.190
You were listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
2
00:00:07.230 --> 00:00:11.910
in higher education. This show will
tackle all sorts of questions related to student
3
00:00:11.949 --> 00:00:16.230
recruitment, don'tor relations, marketing trends, new technologies and so much more.
4
00:00:16.989 --> 00:00:20.789
If you are looking for conversations centered
around where the industry is going, this
5
00:00:20.989 --> 00:00:31.019
podcast is for you. Let's get
into the show. Welcome to the Higher
6
00:00:31.019 --> 00:00:35.299
Ed Marketer podcast. I'm troy singer
and along with my cohost and Kevin Heart
7
00:00:35.340 --> 00:00:40.810
joke rider, Art Taylor, and
today together we're going to interview Ethan Braden,
8
00:00:41.009 --> 00:00:44.929
who was the senior vice president of
marketing and communications at Purdue University,
9
00:00:45.329 --> 00:00:50.119
and he is someone that I feel
that is very wellknown within the Higher Ed
10
00:00:50.399 --> 00:00:57.960
Marketing Community itself as being recognized as
a dynamic marketer himself, but also leading
11
00:00:58.000 --> 00:01:02.280
an award winning team. Yeah,
troy, that's great. It's a pleasure
12
00:01:02.280 --> 00:01:04.549
to have him back on the show. He was our inaugural guest back on
13
00:01:04.750 --> 00:01:10.069
episode one. We talked with him
about his you know, he was awarded
14
00:01:10.109 --> 00:01:12.829
the American Market Association High Ed Marketer
of the year last year in two thousand
15
00:01:12.870 --> 00:01:15.430
and twenty, as well as his
team. So they kind of swept that
16
00:01:15.909 --> 00:01:19.379
with the AMA, but he comes
back on today. We wanted to talk
17
00:01:19.379 --> 00:01:26.219
to him a little bit about the
recognition that Purdue University garnered in Fast Company
18
00:01:26.299 --> 00:01:29.620
magazine. They were one of the
only they were the only university that was
19
00:01:29.700 --> 00:01:33.650
recognized as one of the brands that
matter, and so we talked with him
20
00:01:33.650 --> 00:01:38.489
about that, how that's impacted perdue
and then how his marketing team is helping
21
00:01:38.530 --> 00:01:42.010
to tell those story. So it's
a really good conversation. He is so
22
00:01:42.209 --> 00:01:47.519
inspiring, full of wonderful appropriate quotes
and I'm excited to pick the brain of
23
00:01:47.599 --> 00:01:52.040
the person who is leading one of
the country's leading higher ED marketing teams.
24
00:01:52.560 --> 00:01:59.640
So here's our conversation with Ethan Brayden. It's our pleasure again to welcome Ethan
25
00:01:59.680 --> 00:02:04.390
Braden, Senior Vice President of marketing
and communications at Produce University, to the
26
00:02:04.469 --> 00:02:08.430
High Red Marketer podcast. Ethan,
it's great to see you again and would
27
00:02:08.509 --> 00:02:12.629
love for the people who may not
know who you are to give us a
28
00:02:12.669 --> 00:02:16.500
little bit about perdue and a little
bit about your role there. Sure,
29
00:02:16.659 --> 00:02:20.780
what's great to be back, guys. Thank you for the opportunity. Terms
30
00:02:20.819 --> 00:02:23.860
of produe, you know, or
a world class research institution here in West
31
00:02:23.900 --> 00:02:29.060
Loffiat, Indiana, of about fifty
fivezero people. Right now, currently we
32
00:02:29.139 --> 00:02:32.009
got the number one basketball team in
the nations, a fantastic and a sweet
33
00:02:32.050 --> 00:02:36.090
sixteen volleyball team and a bullbound football
team. So it's a good time to
34
00:02:36.090 --> 00:02:38.090
be a boiler maker. But yeah, I serve as the Senior Vice President
35
00:02:38.210 --> 00:02:43.610
of marketing communications here, the chief
marketing officer for President Daniels, and look
36
00:02:43.610 --> 00:02:47.919
after a Central Marketing Organization of about
seventy individuals and then a marketing community that
37
00:02:49.000 --> 00:02:51.840
spans the campus of about three hundred. So it's a pleasure of been here
38
00:02:51.919 --> 00:02:53.680
three years. I've got my dream
job. I have a get to job,
39
00:02:53.800 --> 00:02:57.960
not a guy to job, and
couldn't be happier. Well, Ethan,
40
00:02:58.039 --> 00:03:00.189
it's great to have you back and
really appreciate it. We've got a
41
00:03:00.270 --> 00:03:04.229
chance to talk a little bit about
a kind of another topic. We talked
42
00:03:04.229 --> 00:03:07.430
a little bit about brand the last
time. It was an episode one and
43
00:03:07.150 --> 00:03:10.150
appreciate you being our inaugural episode,
but I think that one of the things
44
00:03:10.189 --> 00:03:15.180
that we wanted to bring you back
on was recently produe university has been named
45
00:03:15.300 --> 00:03:19.860
one of fast companies brands that matter, and I saw that come across in
46
00:03:19.939 --> 00:03:23.740
my issue of the magazine was really
excited. So that recognitions honors organizations that
47
00:03:23.819 --> 00:03:28.930
give people compelling reasons to care about
them, off for inspiration for others and
48
00:03:29.009 --> 00:03:31.449
authentically communicate their missions in their ideals. So tell me a bit about what
49
00:03:31.650 --> 00:03:37.530
that is all about and and how
that came about. Yeah, we're tremendously
50
00:03:37.610 --> 00:03:39.569
honored to be named that list.
You know, Fest Company Magazines A,
51
00:03:39.930 --> 00:03:44.080
I think, a tremendous, innovative, progressive publication. It has been for
52
00:03:44.199 --> 00:03:47.840
twenty years now and we've really aspired
to break free and not necessarily, when
53
00:03:49.280 --> 00:03:52.879
you know, local market addeas,
or necessarily even appear in hot you know,
54
00:03:52.960 --> 00:03:54.909
inside hier et etc. But we
believe we've got an iconic brand.
55
00:03:55.110 --> 00:03:59.069
You know, six Hundredzero, a
lum's and our students on this campus,
56
00:03:59.110 --> 00:04:00.909
I think, validate this and it's
a brand that matters, especially today.
57
00:04:01.509 --> 00:04:04.310
So to be, you know,
chosen as the only University of the ninety
58
00:04:04.349 --> 00:04:09.509
five on our he's there with Nike, Threem for General Motors, Sonos,
59
00:04:09.550 --> 00:04:13.939
zoom yet e, etc. Was
a real honor. We're thrilled in many
60
00:04:14.020 --> 00:04:17.819
respects to have that affiliation and I
think it's been very validating for our product,
61
00:04:17.899 --> 00:04:21.660
but also our marketers who can see
the the fruits of their labors and
62
00:04:21.819 --> 00:04:27.009
telling a powerful story and and mattering
in this day and age. So we've
63
00:04:27.490 --> 00:04:30.810
couldn't be happier. That's great and
I can speak and I've been pretty transparent
64
00:04:30.889 --> 00:04:35.930
before as a as a boiler maker
parent. My son's a sophomore. In
65
00:04:36.009 --> 00:04:40.920
all transparency for everyone at a produe
and so I think I can join that
66
00:04:41.079 --> 00:04:44.120
community at I've just been so excited
to be a part of the of the
67
00:04:44.160 --> 00:04:46.680
produce community. Even as a parent. It's been exciting and and even in
68
00:04:46.759 --> 00:04:51.600
our first episode we talked about how
impressed I was with the protect produced campaign,
69
00:04:51.870 --> 00:04:55.430
you know, when my son was
entering his freshman year in the middle
70
00:04:55.430 --> 00:04:59.629
of the pandemic. It was just
refreshing to see that and I know in
71
00:04:59.670 --> 00:05:01.230
the article you kind of talked about
one of your quotes was the fact that
72
00:05:01.990 --> 00:05:06.300
you've got thousands communicating on the behalf
of purdue daily. No one can whistle
73
00:05:06.339 --> 00:05:10.459
a symphony alone. You know,
it's got to operate like an orchestra and
74
00:05:10.540 --> 00:05:14.019
I I just applaud you and I
think that's exactly right and and tell me
75
00:05:14.060 --> 00:05:16.100
a little bit about how does that? How does that then evolve into this
76
00:05:16.300 --> 00:05:19.899
first class marketing engine that you also
talked about, into that? Well,
77
00:05:20.019 --> 00:05:23.329
you know, I think you know. Number one is we've got a tremendous
78
00:05:23.329 --> 00:05:26.769
product. And so, as Jack
Butcher says, right, he's like,
79
00:05:26.850 --> 00:05:29.730
Hey, it's a really busy,
noisy world. So what we need,
80
00:05:29.769 --> 00:05:31.529
or a thousand people say, you
know, sharing the entire in the same
81
00:05:31.649 --> 00:05:35.560
story with the world over and over
for some sort of saturation. So we
82
00:05:35.600 --> 00:05:39.160
do? We start with an amazing
product with amazing support from our board of
83
00:05:39.160 --> 00:05:42.920
Trustees, Mitch Daniels on down,
and our group of seventy, you know,
84
00:05:43.000 --> 00:05:45.720
has really pivoted, I think,
from being the driven on campus,
85
00:05:46.000 --> 00:05:48.040
you know, of local needs,
of posters, flyers, things we talked
86
00:05:48.040 --> 00:05:53.230
about last time, to the driver
and and what that meant and what that's
87
00:05:53.230 --> 00:05:56.189
meant in two thousand and twenty.
Two Thousand and twenty one is really pivoting
88
00:05:56.269 --> 00:06:00.589
to the chief storyteller, really feeling
that we're a driver of inspiration, of
89
00:06:00.629 --> 00:06:05.180
prosperity and growth at Perdu University by
deliberty, deliberately positioning our brand, promoting
90
00:06:05.180 --> 00:06:10.100
our brand and protecting our brand and
then that spreads beyond the Central Marketing Organization
91
00:06:10.139 --> 00:06:13.180
but to our thirteen colleges and the
thirteen, excuse me, the three hundred
92
00:06:13.220 --> 00:06:17.420
other marketers, communicators and graphic designers
that we see a cross campus again in
93
00:06:17.540 --> 00:06:23.170
the Adam grant spirit of not necessarily
on brand but in character. And how
94
00:06:23.209 --> 00:06:28.529
do we share those stories in a
unified fashion, localizing to the college but
95
00:06:28.689 --> 00:06:31.329
still under the umbrella of Perdue University, being the very best version of ourselves
96
00:06:31.370 --> 00:06:34.360
at Pretty University, with the world
and parents and students like you know of
97
00:06:34.480 --> 00:06:38.720
our so it's been tremendous. But
again it starts the product, right.
98
00:06:38.800 --> 00:06:42.959
They talked about the reasons we won. It's it's living our brand. Yeah,
99
00:06:43.040 --> 00:06:46.000
persistent innovation together. It's the date
of mine right. That's taking students
100
00:06:46.079 --> 00:06:49.829
from all of our thirteen colleges and
bringing them into a learning, living community,
101
00:06:50.670 --> 00:06:54.790
no matter they're major, and making
them data experts, date of fluent
102
00:06:55.110 --> 00:06:58.430
for the days that they're after the
data science is working together, from fashion
103
00:06:58.550 --> 00:07:02.220
to pharmacy and everything in between.
Its initiatives like the the polytechnic high school,
104
00:07:02.540 --> 00:07:06.060
right when we weren't seeing the underserved, the urm student, coming to
105
00:07:06.139 --> 00:07:10.139
produe with the fervor and the frequency
that we wanted. We went out and
106
00:07:10.180 --> 00:07:12.420
built our own high schools, three
of them now in the state of Indiana,
107
00:07:12.500 --> 00:07:15.930
and so there are a pathway for
students that were usually underserved by traditional
108
00:07:15.930 --> 00:07:19.569
high school and, I'll underrepresented in
higher education. And we just had forty
109
00:07:19.610 --> 00:07:24.129
students, you're Om students, come
to us from that first graduating class.
110
00:07:24.170 --> 00:07:28.410
Right. That's x what we were
getting from the entire Indianapolis Public School System
111
00:07:28.449 --> 00:07:30.879
previously. So it's that commitment to
persistently running in when others run out,
112
00:07:31.279 --> 00:07:34.120
a you know, a commitment to
innovation, a commitment to value and doing
113
00:07:34.199 --> 00:07:38.199
it together. But again, when
we tell that story we want to be
114
00:07:38.279 --> 00:07:41.319
on the same song sheet. Everyone
gets their verse, but we're going to
115
00:07:41.360 --> 00:07:46.389
sing the chorus together and thankfully that's
been well embraced. That's great. That's
116
00:07:46.430 --> 00:07:49.350
great. Appreciate your sharing that and
I appreciate you kind of talking about living
117
00:07:49.430 --> 00:07:54.069
the brand. That was it in
my notes here on the article. You
118
00:07:54.149 --> 00:07:56.870
know, when you have the quote, it gave us a playbook to continue
119
00:07:56.910 --> 00:08:00.980
to show the world that we are
and the persistent innovation that we stand for,
120
00:08:01.139 --> 00:08:03.819
even in the most discert certain of
times. Note they're living out the
121
00:08:03.899 --> 00:08:07.060
brand and I think that's really one
of the things that I think fast company
122
00:08:07.139 --> 00:08:11.019
was recognizing in you and put you
to put you in the Panthem of those
123
00:08:11.019 --> 00:08:13.490
other kind of companies that they have. So I'm try. I know you
124
00:08:13.529 --> 00:08:18.649
had a question, yeah, and
it was about the growing freshman classes that
125
00:08:18.810 --> 00:08:22.689
produce is experiencing. I know for
the second year in a row you are
126
00:08:22.850 --> 00:08:28.040
welcoming your largest freshman class ever,
I believe. Yeah, I think there's
127
00:08:28.079 --> 00:08:33.200
three things that really shine through in
this last year or two. Their the
128
00:08:33.279 --> 00:08:35.039
students and their parents are telling us. You know, this is why we're
129
00:08:35.039 --> 00:08:37.840
choosing you and we're choosing even more
often than we did in the past.
130
00:08:37.840 --> 00:08:41.549
Right, we've grown twenty percent in
the last five years. We essentially added
131
00:08:41.590 --> 00:08:46.909
an additional class of tenzero students to
the exit per university of the last five
132
00:08:46.909 --> 00:08:48.950
years. It's incredible, I think
in the state of High Education in the
133
00:08:48.950 --> 00:08:52.269
state of Indiana and public universities,
etceter it's it's bucking the trend that we're
134
00:08:52.269 --> 00:08:56.259
seeing nationally otherwise. And so you
know, in state students are voting with
135
00:08:56.299 --> 00:08:58.700
their feet to come here, but
put out of state, students are two
136
00:08:58.100 --> 00:09:01.779
and that's what made the big difference
this past year and they've told us three
137
00:09:01.779 --> 00:09:05.379
things. They've said number one,
your reputation. I know coming into Prett
138
00:09:05.379 --> 00:09:09.700
University I'm going to get a rigorous
education that will pay off, as the
139
00:09:09.779 --> 00:09:13.009
NBC noted last year, when I
graduate. So I have that great brand,
140
00:09:13.090 --> 00:09:16.129
I have that great alumni network,
I have that great training to live
141
00:09:16.169 --> 00:09:20.090
out the future that I'm that I'm
aspiring to have the ambitions that I want
142
00:09:20.129 --> 00:09:24.169
to achieve. Number One. Number
two value. Right, we just announced
143
00:09:24.210 --> 00:09:28.480
our eleventh straight year of a tuition
freeze. Sixtyzero students now are going to
144
00:09:28.519 --> 00:09:31.799
graduate having never seen the price increase
while they were a pre university. Families
145
00:09:31.799 --> 00:09:35.799
across those ten years, now eleven
are going to save a collective one billion
146
00:09:35.879 --> 00:09:39.429
dollars versus had we just raised our
rates at the average of the big ten.
147
00:09:41.269 --> 00:09:43.950
And now sixty percent of our students
are graduating debt free, which we've
148
00:09:43.950 --> 00:09:46.070
seen with generation Z, is a
huge piece right there, dead averse,
149
00:09:46.590 --> 00:09:50.710
and that's versus a national average of
about thirty nine percent. So they're saying
150
00:09:50.710 --> 00:09:54.340
hey, I can come and not
only get this incredible product. The numerator
151
00:09:54.419 --> 00:09:58.419
is really good, but the denominator
sings to and it creates an equation of
152
00:09:58.460 --> 00:10:01.899
value that's really powerful, whether we
cross state lines or we stay in state.
153
00:10:01.379 --> 00:10:05.539
And then the last again, right
speaking to the segment of students that
154
00:10:05.620 --> 00:10:07.250
Produn A, your verse, the
Appeals To, and I get that we're
155
00:10:07.250 --> 00:10:11.850
not for everybody. The produce student
and the POMONA student are likely not the
156
00:10:11.889 --> 00:10:13.769
same student, and that's why we
have to segment and that's why there's four
157
00:10:13.850 --> 00:10:18.690
thousand, you know, Greek degree
granting institutions across North America. You spent
158
00:10:18.769 --> 00:10:24.320
fifty million to prepare to have the
vulnerable protected, to get de densified a
159
00:10:24.440 --> 00:10:28.440
campus and bring us back and give
us the most normal, open and active
160
00:10:28.440 --> 00:10:31.440
undergraduate experience you could imagine. We
appreciated that and we want to do that
161
00:10:31.480 --> 00:10:35.519
in twenty one and twenty two and
beyond, and so our response to covid
162
00:10:35.350 --> 00:10:39.389
really shines through in our surveys right
now of why students, both in State
163
00:10:39.429 --> 00:10:43.230
Nawt a state, are are picking
Pretty University to come with their four years.
164
00:10:43.789 --> 00:10:45.909
I think that's great night. I
want to add to that that I
165
00:10:45.950 --> 00:10:48.750
think that you go go back,
going back to what you said earlier,
166
00:10:48.789 --> 00:10:52.179
Ethan, it's it's having a product
that you can kind of get behind and
167
00:10:52.539 --> 00:10:56.019
actually do something with. As marketers. I think sometimes we were kind of
168
00:10:56.139 --> 00:11:01.179
given you so unfortunately, some highered
marketers are given this this monumental task of
169
00:11:01.220 --> 00:11:05.769
selling something that's really not a product
that can be sold, and I think
170
00:11:05.809 --> 00:11:07.929
that that's a challenge sometimes. And
it gets back to, I've quoted you
171
00:11:09.049 --> 00:11:11.330
off in the idea of being a
short order cook versus a chef, and
172
00:11:11.409 --> 00:11:15.929
I think that you have to really
have that the proper ingredients to really be
173
00:11:15.970 --> 00:11:18.000
a chef and I think that that's
one thing that I've noticed that produe having
174
00:11:18.039 --> 00:11:22.919
a good product having, you know, commitment beyond you know it throughout the
175
00:11:24.000 --> 00:11:26.080
entire organization, like you said,
from the Board to the administration to President
176
00:11:26.080 --> 00:11:30.919
Daniels, who are committed to doing
the things that are kind of bucking the
177
00:11:30.960 --> 00:11:33.429
system, whether it's freezing tuition,
whether it's, you know, saying in
178
00:11:33.549 --> 00:11:37.710
April of two thousand and twenty,
we are going to come back and we're
179
00:11:37.710 --> 00:11:39.389
going to figure out how to do
that to give our you know, to
180
00:11:39.669 --> 00:11:43.870
give our students a real college experience, because that's what they invested in,
181
00:11:43.990 --> 00:11:48.059
that's will create and lead through that
branding, create and lead through that marketing.
182
00:11:48.659 --> 00:11:50.620
You know, it's one thing to
have a great product, is another
183
00:11:50.659 --> 00:11:54.659
thing to have a great support system. But then I think that as marketers,
184
00:11:54.700 --> 00:11:56.460
we actually have to do the work
to get that to happen. Would
185
00:11:56.460 --> 00:12:00.740
you agree with that? Oh,
absolutely. I mean, again, as
186
00:12:00.779 --> 00:12:03.490
you move from the short or to
cook to the things that really matter,
187
00:12:03.529 --> 00:12:07.649
right, we want to be critical
and material to the collective contribution that realizes
188
00:12:07.730 --> 00:12:11.450
our goals at PT University, those
being the board's goals, Mitch Daniels goals,
189
00:12:11.490 --> 00:12:15.289
are probos goals, etc. Right, we're not here for marketing dust.
190
00:12:15.799 --> 00:12:18.000
I'm not here for logos and colors
and pamphlets and hey, can you
191
00:12:18.159 --> 00:12:22.200
know on Friday, can you make
this prettier for Monday? I want to
192
00:12:22.240 --> 00:12:26.840
tell amazing stories that captivate audiences,
that inspire audiences and create action. Right,
193
00:12:26.919 --> 00:12:30.950
whether that means you apply, you
come work for us, you move,
194
00:12:31.389 --> 00:12:33.230
whatever it may be. You know, marketing supposed to create actions,
195
00:12:33.269 --> 00:12:37.909
supposed to create change. We're supposed
to be the catalyst to, you know,
196
00:12:37.990 --> 00:12:41.509
exceptional experiences with our brands. And
so that's the that's the perspective,
197
00:12:41.950 --> 00:12:46.100
that's the orientation, that's the empowerment
that are set. You know, team
198
00:12:46.139 --> 00:12:48.460
of seventy really needs and wants to
have and the culture that we want to
199
00:12:48.500 --> 00:12:50.980
have in terms of the contribution that
we're going to give people on a daily
200
00:12:52.019 --> 00:12:54.659
basis. Right, John Gordon says, Hey, driving a positive, high
201
00:12:54.659 --> 00:12:58.009
performing culture requires more than words.
After you know, everyone's got a mission,
202
00:12:58.129 --> 00:13:01.490
but what you really need or people
who are on a mission, and
203
00:13:01.769 --> 00:13:05.370
it's I'm what I'm seeing in marketing
here in a lot of other places across
204
00:13:05.409 --> 00:13:09.090
higher education, are people on a
mission to do great work, represent their
205
00:13:09.169 --> 00:13:15.000
brand, create change, create action
ultimately inspire folks with these iconic brands that
206
00:13:15.080 --> 00:13:18.200
we have, these iconic brands that
people gravitate to believe in are defined by
207
00:13:18.759 --> 00:13:22.679
advertise across their chest, put on
their bumper stickers, put on their license
208
00:13:22.679 --> 00:13:26.000
plates. Right. That's the kind
of marketing I think that the Higher Ed
209
00:13:26.120 --> 00:13:28.710
needs and, thankfully, many organizations
these days are embracing and I think we're
210
00:13:28.710 --> 00:13:31.110
seeing the, you know, the
fruit of that. Yeah, and I
211
00:13:31.230 --> 00:13:35.909
know that we talked to you know
before we got on the on the recording
212
00:13:35.950 --> 00:13:37.789
here today. is about the idea
of you, since you arrived at produe,
213
00:13:37.789 --> 00:13:41.340
kind of transforming that marketing communications from
kind of being driven, you know,
214
00:13:41.419 --> 00:13:45.340
that shorter to cooked, to being
the driver of the chef. Tell
215
00:13:45.340 --> 00:13:46.700
us a little bit about, you
know, how that transformation has been going.
216
00:13:46.779 --> 00:13:50.259
I mean it's been going through covid
nineteen. You know, I think
217
00:13:50.299 --> 00:13:52.860
you've been doing some pretty impressive things
in the middle of that. Maybe you
218
00:13:52.860 --> 00:13:56.730
can give us a little bit of
an update on that. Yeah, happy
219
00:13:56.769 --> 00:13:58.809
to so. You're right. You
know, we had to earn that bully
220
00:13:58.889 --> 00:14:03.850
pulpit. So it really came from
one having the orientation and the charge from
221
00:14:03.850 --> 00:14:07.250
the board and the president on down
to say we are committed to having a
222
00:14:07.330 --> 00:14:09.600
high powered marketing engine and we're blessed
to have that. Not everyone has that
223
00:14:09.639 --> 00:14:13.919
and I want has that orientation and
that has to be a tailwind, I
224
00:14:13.000 --> 00:14:16.120
think, to a team success.
You know, number two. I got
225
00:14:16.240 --> 00:14:22.240
here in November of eighteen and of
the fifty four individuals that were here at
226
00:14:22.240 --> 00:14:26.149
that time, thirty three have gone
to different pastors at this point, where
227
00:14:26.149 --> 00:14:30.149
they retired, whether we move them
along, where they took promotions, etc.
228
00:14:30.350 --> 00:14:33.389
And we've added thirty three back during
that period of time as well.
229
00:14:33.429 --> 00:14:37.470
We've added twenty five individuals since the
beginning a covid and the quality and the
230
00:14:37.659 --> 00:14:41.299
profile of those individuals is incredible.
We're getting people, you know, out
231
00:14:41.340 --> 00:14:46.179
of Borshoff, out of matchbook.
We just got the associate director of creative
232
00:14:46.220 --> 00:14:48.419
services out of Vera Bradley two weeks
ago. You know, she's on a
233
00:14:48.460 --> 00:14:52.690
Friday shooting the holiday spot, the
commercial for Vera Bradley and Sun Valley Idaho,
234
00:14:52.730 --> 00:14:56.169
and she starts with us on a
Monday there after because of her affinity
235
00:14:56.250 --> 00:15:00.889
for Pretty University and her ability now
to remotely work. So we've had that
236
00:15:00.929 --> 00:15:03.889
transformation. But the big one is
let's pivot. Let's pivot again from the
237
00:15:03.929 --> 00:15:07.159
posters, the flyers, let's pivot
from the random acts of marketing, let's
238
00:15:07.159 --> 00:15:11.960
pivot from the requests of the colleges
and instead let's create a movement. Let's
239
00:15:13.000 --> 00:15:18.200
create a movement that that's really aligned
and impactful and emotional and inspired by our
240
00:15:18.279 --> 00:15:20.840
brand, and let's get those three
hundred, you know, swimming with us,
241
00:15:20.840 --> 00:15:22.149
rowing with us, and that's what
we've been able to do over the
242
00:15:22.190 --> 00:15:26.070
last couple of years. Thank you, Ethan. Would love to know what
243
00:15:26.350 --> 00:15:31.789
you think is nixt for both you
and your team at Perdue. Yeah,
244
00:15:31.870 --> 00:15:35.059
what's next? I mean it's it's
always the pursuit of greatness. Right now.
245
00:15:35.059 --> 00:15:37.340
We're never done. I was asking
our day. Will you have some
246
00:15:37.419 --> 00:15:41.659
time around the holidays when you're busy, seasons etc. That I think hired
247
00:15:41.740 --> 00:15:43.500
market is these days. Get it. It's it's never done. Right.
248
00:15:43.580 --> 00:15:48.460
There's the next story, the next
opportunity to tell the next for A.
249
00:15:48.899 --> 00:15:52.649
There's postulating into the future and seeing
what's coming, especially with demographic decline and
250
00:15:52.049 --> 00:15:56.769
the diversification of Gen Z etc.
So lots right, but I'd say probably
251
00:15:56.809 --> 00:16:02.169
the most exciting thing that we're looking
at is really moving from the the mirror,
252
00:16:02.289 --> 00:16:04.480
which is still very power. Are
Full produe university and Westlafayette, to
253
00:16:04.679 --> 00:16:08.519
becoming, you know that, a
juggernaut portfolio in higher education. Now we
254
00:16:08.559 --> 00:16:12.440
have our high schools and we're producing
students that are coming to university. We've
255
00:16:12.480 --> 00:16:15.120
got our west off yet campus of
fifty five thousand, the top ten most
256
00:16:15.120 --> 00:16:18.710
innovative come, you know, innovative
campus in America four times in a row
257
00:16:18.750 --> 00:16:22.350
now, top ten value, top
ten public, etc. We got an
258
00:16:22.389 --> 00:16:26.590
amazing thing going in West offayette.
We are two regionals in Fort Wayne and
259
00:16:26.909 --> 00:16:30.509
in produce north northwest and the northwest
side of our state, but here at
260
00:16:30.549 --> 00:16:33.340
pretty in west off yet as well. We've got our online offering, which
261
00:16:33.379 --> 00:16:37.580
was just ranked by news week is
the number three online education in America right
262
00:16:37.580 --> 00:16:41.820
now too. And as we build
that to say you can have that,
263
00:16:41.899 --> 00:16:45.460
that fully branded Perdu University degree,
whether you're in west off yet or your
264
00:16:45.500 --> 00:16:48.289
albuquerque. That's the next right and
bringing that under the portfolio and the sixty
265
00:16:48.370 --> 00:16:52.610
percent over the age of thirty going
back to school for Philpis and the stories
266
00:16:52.610 --> 00:16:56.529
are amazing. So hopefully, as
we build out that portfolio and the way
267
00:16:56.529 --> 00:17:00.330
you would with Hilton, the way
you wild with beat BMW, whatever it
268
00:17:00.409 --> 00:17:03.080
may be, within there, no
matter where you're coming in your journey,
269
00:17:03.519 --> 00:17:07.759
there's a high quality perdue university offering
for you, again, whether you're albuquerque
270
00:17:07.920 --> 00:17:11.440
or you're here, and then all
of that spits out into an incredible product
271
00:17:11.440 --> 00:17:15.119
which is produced for life. This
notion of lifelong learning, this life,
272
00:17:15.160 --> 00:17:17.430
you know, this notion that we're
going to continue to be associated with those
273
00:17:17.430 --> 00:17:21.150
six hundred eight hundred thousand alumni,
no matter where you graduated, moving forward,
274
00:17:21.670 --> 00:17:25.309
boiler makers, Peru University brand,
etc. So we're really focused on
275
00:17:25.390 --> 00:17:29.589
a portfolio that matters now and being
really good, no matter where you enter
276
00:17:29.789 --> 00:17:32.779
in that segment the it's great and
I just a note that I wanted to
277
00:17:32.779 --> 00:17:36.420
say about that. I've been really
impressed and to hear you talk about it
278
00:17:36.460 --> 00:17:38.700
and to hear where it's going.
The story of produe global. I mean,
279
00:17:38.859 --> 00:17:42.099
you know President Daniel's vision, in
the board's vision, to be able
280
00:17:42.140 --> 00:17:48.450
to see how to take a for
profit company, purchase that and pull it
281
00:17:48.490 --> 00:17:52.410
under the produe brand and then to
see you guys kind of merge that all
282
00:17:52.490 --> 00:17:56.769
together into the produe brand. I
think is is a is a great story.
283
00:17:56.170 --> 00:18:00.319
I'm curious to kind of continue to
see that play out. But I
284
00:18:00.400 --> 00:18:03.799
think again, that goes back to
that business leaning that I think Mitch Daniels
285
00:18:03.839 --> 00:18:07.480
has, and I mean he's did. He did a lot of very creative
286
00:18:07.480 --> 00:18:11.400
things as governor here in the State
of Indiana and I just I'm so excited
287
00:18:11.440 --> 00:18:14.430
to see him continuing to do that
and hire at as well. Yeah,
288
00:18:14.750 --> 00:18:17.710
you know, it's the twenty one
century land grant mission. I mean that's
289
00:18:17.750 --> 00:18:18.869
the way we're articulating at this point
in time. We were, we're a
290
00:18:18.869 --> 00:18:23.029
land grant university. We re formed
and created for that reason to take education
291
00:18:23.150 --> 00:18:26.500
to the masses, to take practical
application to the masses, and now we
292
00:18:26.579 --> 00:18:30.299
can transcend state lines using technology.
I mean that's incredible. We talked about
293
00:18:30.299 --> 00:18:36.500
one of the attributes of our brand
being accessible prestige, prestige through sustained excellence,
294
00:18:36.700 --> 00:18:38.940
not scarcity, and that's the idea
of being able to take the produ
295
00:18:40.019 --> 00:18:45.369
brand wherever we need to with produce
global on students terms, right in ways
296
00:18:45.490 --> 00:18:48.809
that that allow them to continue their
student their schooling, when life gotten away,
297
00:18:49.289 --> 00:18:52.690
and what they're telling is us,
US is challenge accepted, I'll do
298
00:18:52.730 --> 00:18:55.210
it. And so we had two
amazing speakers on Friday. Or A board.
299
00:18:55.289 --> 00:18:59.480
That's great individuals who have persevered to
their first and to their third degrees
300
00:18:59.559 --> 00:19:03.119
using pretty global again, adult learners
on their terms, getting valuable produe degrees,
301
00:19:03.480 --> 00:19:07.960
advancing the careers, advancing their families. It's the it's the twenty one
302
00:19:08.160 --> 00:19:14.309
century Land Grant Mission for us and
we're committed. Think you even you're such
303
00:19:14.309 --> 00:19:18.150
an innovative and inspiring leaders. So
as we come to a close, we
304
00:19:18.349 --> 00:19:22.470
like to ask you to share at
least one takeaway that other marketing leaders could
305
00:19:22.470 --> 00:19:27.460
benefit from. And Higher Education and
can be that can implement some time in
306
00:19:27.539 --> 00:19:30.980
the very near future. Yeah,
you know, I thought about that question
307
00:19:32.099 --> 00:19:34.299
that you guys posed an advance and
I've thought about what we've tried to do
308
00:19:34.380 --> 00:19:38.170
with our culture. We have a
culture that's that's founded on four values here
309
00:19:38.210 --> 00:19:41.970
in marketing. Okay, for virtues. We talked about them. Empowerment,
310
00:19:41.369 --> 00:19:45.690
optimism, excellence and care. We
want people that are going to come in
311
00:19:45.769 --> 00:19:49.049
the door forward leaning, with a
positive attitude, with a very high bar,
312
00:19:49.329 --> 00:19:52.119
who love and care for each other. Right. But we're talking about
313
00:19:52.119 --> 00:19:53.880
the other day. What really drives
some of that, and I think a
314
00:19:53.960 --> 00:19:57.599
lot of that, is the curiosity
that we're finding in the individuals and within
315
00:19:57.680 --> 00:20:02.119
the group of our culture, and
so we're really committed to lifelong learning.
316
00:20:02.119 --> 00:20:04.200
Right now, we're consuming a lot
of books, we're consuming a lot of
317
00:20:04.279 --> 00:20:08.589
podcasts, whether it's Tim Ferris,
whether it's Shane Parish's knowledge project with it's,
318
00:20:08.630 --> 00:20:11.950
whether it's yours right, whether it's
the highed marketer, whether it's barts
319
00:20:11.990 --> 00:20:15.950
emails. What I would encourage people
to do is make sure that you're managing
320
00:20:15.990 --> 00:20:22.500
that schedule and allotting the time to
lifelong learning, to curiosity, to continuing
321
00:20:22.579 --> 00:20:26.859
to absorb and capture that info and
connect the dots, because what I'm seeing
322
00:20:26.859 --> 00:20:30.299
on my staff right now is them
take readings, take podcasts, take other
323
00:20:30.380 --> 00:20:33.579
institutions best practices and connect the dots
and say how do we do that here?
324
00:20:33.220 --> 00:20:36.930
But you know, I think it
was well, I got a several.
325
00:20:36.970 --> 00:20:37.849
We got Mark Twain, I think
it was said. You know,
326
00:20:37.930 --> 00:20:41.130
the person that can't read in the
post person that won't read are equal,
327
00:20:41.490 --> 00:20:45.930
and I think it was hawking that
said that the biggest threat to knowledge isn't
328
00:20:45.970 --> 00:20:48.529
ignorance, it's the belief that you
know it all. I think our curiosity
329
00:20:48.849 --> 00:20:53.839
and I think our our lack of
ego right our humility, combined turns us
330
00:20:53.839 --> 00:20:59.319
into really powerful learners and thus marketer. So I just encourage people to a
331
00:20:59.400 --> 00:21:02.839
lot the time to consume, to
think, to connect, connect the dots
332
00:21:02.839 --> 00:21:06.670
and then execute. Thank you,
Ethan. It's been a wonderful conversation with
333
00:21:06.789 --> 00:21:08.829
you and for anyone that would like
to reach out or connect with you,
334
00:21:10.190 --> 00:21:12.470
what would be the best way for
them to do so? I'm pretty easy
335
00:21:12.509 --> 00:21:18.269
to find. I'm Ethan braiding at
produced Ot et. You are Ethan Braden
336
00:21:18.349 --> 00:21:21.859
on twitter, but pretty married to
the phone, so shoot me an email
337
00:21:21.859 --> 00:21:25.299
if there's a something we can do
to help or a resource we can provide
338
00:21:25.339 --> 00:21:30.180
or an idea we can kick around
together as just so appreciate the collaborative nature
339
00:21:30.220 --> 00:21:33.730
of the higher education market and the
people have helped me along the way and
340
00:21:33.009 --> 00:21:37.890
those that like to help if possible
moving forward. So anyway I can give
341
00:21:37.890 --> 00:21:41.769
it back, happy to thank you, Bart would you have any clues in
342
00:21:41.809 --> 00:21:45.089
comments for us? Yeah, I
just wanted to kind of pick up a
343
00:21:45.089 --> 00:21:47.680
little bit on what Ethan said there
at the very end, that very last
344
00:21:47.720 --> 00:21:52.680
thing about being ongoing, you know, lifelong learners. Another quote that I
345
00:21:52.759 --> 00:21:56.039
was thinking of when he is kind
of quoting Hawkins and Twain, was Alvin
346
00:21:56.079 --> 00:22:00.799
Toffler and what Alvin Toffler said.
Ways today, where you can't walk in
347
00:22:00.920 --> 00:22:03.309
and say, Oh, I know
that marketing stuff, to be able to
348
00:22:03.390 --> 00:22:07.750
realize that, okay, it's changing, it's changing rapidly and very fast,
349
00:22:07.829 --> 00:22:11.150
and you've got to be willing to
put your ego aside and say, okay,
350
00:22:11.150 --> 00:22:14.509
what I knew yesterday doesn't apply to
today. I have to relearn it
351
00:22:14.589 --> 00:22:17.579
for tomorrow, and I think that
that's part of what I'm hearing. That's
352
00:22:17.619 --> 00:22:22.099
the success of a lot of what
produced doing and I really love always talking
353
00:22:22.180 --> 00:22:23.579
to Ethan and Athan. Thank you
so much for being on the show and
354
00:22:23.660 --> 00:22:27.619
it's been a pleasure to have you
again. The hired market of podcast is
355
00:22:27.660 --> 00:22:33.529
sponsored by Kaylor solution, in education
marketing and branding agency specializing in higher read
356
00:22:33.609 --> 00:22:38.930
for over twenty years in by think
patent did, a marketing execution company uniquely
357
00:22:38.970 --> 00:22:45.400
combining leading edge print, mail and
digital marketing tools for higher yielding campaigns.
358
00:22:45.319 --> 00:22:52.599
Thanks everyone for giving us a listen. You've been listening to the Higher Ed
359
00:22:52.720 --> 00:22:56.920
Marketer. To ensure that you never
miss an episode, subscribe to the show
360
00:22:56.039 --> 00:23:00.829
in your favorite podcast player. If
you're listening with apple PODCASTS, we'd love
361
00:23:00.950 --> 00:23:04.309
for you to leave a quick rating
of the show. Simply tap the number
362
00:23:04.349 --> 00:23:07.670
of stars you think the podcast deserves. Until next time.