Message Creation w/ the Caylor Solutions Team

WEBVTT 1 00:00:02.879 --> 00:00:07.190 You are 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 --> 00:00:30.300 podcast is for you. Let's get into the show. Welcome to the Higher 6 00:00:30.300 --> 00:00:36.009 Ed Marketer Podcast, where weekly we interview higher read marketers that we like and 7 00:00:36.250 --> 00:00:41.689 admire, and that holds to today because I get to interview my colleague and 8 00:00:41.890 --> 00:00:46.250 Co host, Bark Taylor, and his leadership team. A couple of weeks 9 00:00:46.250 --> 00:00:49.810 ago, if you listen to the episode, we interviewed our team at thing 10 00:00:49.890 --> 00:00:56.240 patented and we went over the execution side of a OPTI channel marketing campaign. 11 00:00:56.679 --> 00:01:00.880 This week we're going to talk about the messaging and also the creative and what 12 00:01:00.039 --> 00:01:04.189 goes in on the front end on one of those campaigns. Mart yeah, 13 00:01:04.189 --> 00:01:07.310 I'm really excited to talk to the team. We've got Jenny Roberts, who's 14 00:01:07.310 --> 00:01:11.549 our creative director, Matt Bloom, who's our content director, and strategists, 15 00:01:11.590 --> 00:01:15.150 and then Jesse Robbins, who's our project manager and kind of maintains a lot 16 00:01:15.189 --> 00:01:19.180 of this. And we're talking about the same search campaign, you know, 17 00:01:19.500 --> 00:01:23.700 purchase name list, that we talked about with the think patented team. And 18 00:01:23.819 --> 00:01:27.019 again, and in full transparency, it's early in the process, so we're 19 00:01:27.019 --> 00:01:30.980 not etioning any names. This isn't necessarily case study, it's kind of a 20 00:01:32.060 --> 00:01:34.930 best practice is conversation, and so we really wanted to just take some time 21 00:01:36.049 --> 00:01:40.290 to kind of talk through how we approach a project like this from a creative 22 00:01:40.329 --> 00:01:44.409 standpoint, from a messaging standpoint and and what it takes. And at the 23 00:01:44.489 --> 00:01:47.879 end you'll kind of get five takeaways that I think that you can use in 24 00:01:48.000 --> 00:01:52.400 any of your marketing at tactics and things that you're doing at your school. 25 00:01:52.840 --> 00:01:55.760 But I guess without any further Ado, I'm ready to kind of gets bring 26 00:01:55.799 --> 00:02:01.750 our team in. Very good here's the kylo solutions leadership team. It is 27 00:02:01.870 --> 00:02:09.270 my pleasure to welcome into the PODCAST recording studio the leadership of the Kaylor solutions 28 00:02:09.349 --> 00:02:14.710 team, Jesse, Jenny and Matt. Hello all of you. Hey, 29 00:02:14.789 --> 00:02:19.460 Triano, we are going to learn a little bit more about the Kaylor's side 30 00:02:19.580 --> 00:02:23.620 of the projects that think patent did and Kaylor work on a couple of weeks 31 00:02:23.620 --> 00:02:28.379 ago. If you've listened to the PODCAST, we talked about delivering of the 32 00:02:28.419 --> 00:02:32.090 message and the execution of the message. Today we get to learn about the 33 00:02:32.210 --> 00:02:37.689 creation and the thought that goes behind it and what happens up until the execution 34 00:02:37.849 --> 00:02:40.610 side. So before we begin, will love to meet each and every one 35 00:02:40.650 --> 00:02:44.719 of you, starting off with Jesse, if you could tell us a little 36 00:02:44.719 --> 00:02:49.240 bit about yourself, your role and where you're located in this world. Thanks, 37 00:02:49.360 --> 00:02:53.120 Troy. Yes, I'm Jesse Robbins. I have been working with Taylor 38 00:02:53.280 --> 00:02:58.199 for the past few years, I think as a tragic manager, so that 39 00:02:58.479 --> 00:03:02.270 just means that I am the main point of contact between our clients and our 40 00:03:02.349 --> 00:03:08.150 internal team and I have the pleasure of working on schedules and timelines and budgets, 41 00:03:08.270 --> 00:03:12.270 things like that, just to make sure we stay on trek on our 42 00:03:12.349 --> 00:03:15.539 side and to make sure the client is satisfied at the end. I've loved 43 00:03:15.740 --> 00:03:17.819 getting to work with Kayla the past few years and I'm actually I'm based in 44 00:03:17.939 --> 00:03:23.979 Indianapolis, but soon to be Greenville, South Carolina, lucky you, and 45 00:03:23.539 --> 00:03:25.900 just use the one I get to work with the most. As we go 46 00:03:27.020 --> 00:03:30.210 through the project. So it's great to have a conversation formally about the projects 47 00:03:30.289 --> 00:03:34.610 we do. Jenny, you're next. All right, thanks, Tory. 48 00:03:35.129 --> 00:03:40.639 I am Jenny Roberts and I am the creative director at Kaylor solutions and I 49 00:03:40.759 --> 00:03:44.960 always say, in an effort not to date myself, I won't say how 50 00:03:45.039 --> 00:03:47.520 long Bart and I have worked together, but I will say that I have 51 00:03:47.719 --> 00:03:53.439 worked with Bart since the inception of Kaylor solutions and I've had a great pleasure 52 00:03:53.680 --> 00:04:00.629 and growing in that role and watching Kaylor grow over the years and I just 53 00:04:00.789 --> 00:04:04.030 really enjoy working with this team and the clients that we work with. started 54 00:04:04.150 --> 00:04:10.860 out as a graphic designer and really focused on the visual aspect of marketing and 55 00:04:10.939 --> 00:04:15.419 communications, but over the years really just fell in love with brand storytelling and 56 00:04:15.659 --> 00:04:18.500 not allowed me to grow into this position. So I'm thankful for it and 57 00:04:18.579 --> 00:04:21.819 happy to be here today. Thank you, Jenny, and yes, we 58 00:04:21.899 --> 00:04:28.930 all know that Bart has a big fan club. Were you located, by 59 00:04:29.009 --> 00:04:32.170 the way? I am actually in Hill head, South Carolina, but Bart 60 00:04:32.209 --> 00:04:35.730 and I work together for many years back in Indianapolis, so we always kind 61 00:04:35.769 --> 00:04:41.279 of go back to our midwest roots here at Taylor Solutions. Yep, thank 62 00:04:41.360 --> 00:04:46.680 you, Jenny. And Lastman not least, Matt. Yeah, thanks, 63 00:04:46.759 --> 00:04:50.639 Troy. I am Matt Bloom. I'm a content writer and strategist for killer 64 00:04:50.720 --> 00:04:57.550 solutions and I am coming to you from Fort Worth, Texas, although I've 65 00:04:57.589 --> 00:05:00.870 I've been living here for the last couple of years from Indiana, central India, 66 00:05:00.910 --> 00:05:05.990 and in fact, a few years back I was working for Indiana public 67 00:05:06.029 --> 00:05:11.500 radio and Muncie Indiana, and so being on this podcast a day it reminds 68 00:05:11.540 --> 00:05:15.420 me of my public media roots. That's fine, that is great. And 69 00:05:15.699 --> 00:05:21.250 you know, I just thought that we meet via zoom and it just doesn't 70 00:05:21.290 --> 00:05:25.649 down on me that this team as across the country, which I think is 71 00:05:25.730 --> 00:05:29.810 wonderful, and I think it's to Bart's credit that he taps into relationships, 72 00:05:29.889 --> 00:05:34.009 keeps them and can do that across the country and deliver a great product. 73 00:05:34.529 --> 00:05:38.839 So I think it's time for me to back out of this conversation a little 74 00:05:38.839 --> 00:05:41.120 bit and turn it over to Bart. And Bart, if you can lead 75 00:05:41.160 --> 00:05:46.360 us through a discussion and help people understand the messaging in the creative side of 76 00:05:46.399 --> 00:05:49.509 the projects that we do together or that you do with other clients. Yeah, 77 00:05:49.670 --> 00:05:53.550 thanks, thanks troy, and thanks Jim for being a part of this. 78 00:05:54.069 --> 00:05:56.430 You know, it's such a great thing to kind of have this conversation 79 00:05:56.550 --> 00:05:59.509 together and to be together. We do a lot of things like this. 80 00:06:00.029 --> 00:06:01.790 Zoom is kind of our friend and I tell a lot of people we've been 81 00:06:01.790 --> 00:06:05.740 using zoom before it was cool, you know, last five years, just 82 00:06:05.819 --> 00:06:09.620 because that's the way Kayli solutions works. Were Virtual Agency, and so we've 83 00:06:09.620 --> 00:06:13.540 got team members all around the country and nearly all around the world to we've 84 00:06:13.540 --> 00:06:15.939 got several international team members. So it's a pleasure to kind of all be 85 00:06:16.060 --> 00:06:19.810 together to kind of have this conversation about some of the projects and we're kind 86 00:06:19.850 --> 00:06:24.250 of talking specifically about one project that we've been working on that we've been pretty 87 00:06:24.250 --> 00:06:28.449 proud of. That kind of represents a lot of other things and I think 88 00:06:28.449 --> 00:06:31.569 a lot of times when highed marketers, and the subject of this podcast is 89 00:06:31.569 --> 00:06:36.680 hired marketing and and all of us within the in the industry of marketing understand 90 00:06:36.720 --> 00:06:39.920 that it's pretty pretty diverse. There's a lot of things that you can do 91 00:06:40.040 --> 00:06:43.399 with marketing and a lot of ways that it can be branded and messaged and 92 00:06:43.560 --> 00:06:48.870 executed, and I think sometimes the challenge is recognizing just how in depth. 93 00:06:48.990 --> 00:06:51.870 Sometimes it can be. And and I think the search campaign that we're doing 94 00:06:51.949 --> 00:06:58.470 right now for a medium size school that we've you know, and all transparency, 95 00:06:58.550 --> 00:07:02.100 been trans been working with think patented in Troy on that and again we 96 00:07:02.180 --> 00:07:04.939 thought it would be fun for an episode or two just to kind of pull 97 00:07:04.980 --> 00:07:09.500 back the curtain and kind of talk about our own processes and maybe our audience 98 00:07:09.579 --> 00:07:12.620 can learn from that. But I think it'd be worth just kind of starting 99 00:07:12.620 --> 00:07:15.610 a conversation a little bit about when we start these campaigns and we start these 100 00:07:15.649 --> 00:07:19.290 these projects, it's not just a matter of a couple postcards and a couple 101 00:07:19.449 --> 00:07:23.850 email templates. I mean it's a lot more and I think troy, you 102 00:07:23.930 --> 00:07:26.850 did a great job a couple weeks ago talking to Dan and Sean from think 103 00:07:26.889 --> 00:07:30.519 patent about really leaning into omnichannel marketing and all the different ways that we can 104 00:07:30.560 --> 00:07:35.079 do that. And so I guess I'll open it up first with with Jenny. 105 00:07:35.439 --> 00:07:39.480 I think that you know, you and I have worked on several projects 106 00:07:39.480 --> 00:07:42.800 across the years and we've done a lot of different things. I I think 107 00:07:42.879 --> 00:07:46.389 this might be one of the larger projects that we've kind of accomplished together. 108 00:07:46.069 --> 00:07:49.550 Maybe talk a little bit about how you approach a project like this that is 109 00:07:50.430 --> 00:07:56.709 so multifaceted and maybe even just kind of back up and just for a second 110 00:07:56.790 --> 00:08:01.019 tell us about how multifaceted it was. Oh Gosh, well, this project. 111 00:08:01.100 --> 00:08:03.620 I mean I think one thing that I can say about it and that 112 00:08:03.740 --> 00:08:07.779 if you do look at it, at it kind of where we ended up 113 00:08:07.899 --> 00:08:11.060 and just the amount of materials that were great created in the amount of people 114 00:08:11.220 --> 00:08:15.850 that came together to bring this to fruition, it could be a little bit 115 00:08:15.889 --> 00:08:20.610 overwhelming. But I think one thing that we have discovered over the years with 116 00:08:20.810 --> 00:08:26.370 Taylor solutions is to get started and to really get to know our clients is 117 00:08:26.730 --> 00:08:31.920 really the fundamental and foundational aspect of how we do what we do, and 118 00:08:31.159 --> 00:08:35.480 so, even though this was a bigger project, we really started it and 119 00:08:35.600 --> 00:08:41.279 approached it in the same way, and that always starts with getting to know 120 00:08:41.399 --> 00:08:48.470 our client, with the discovery meeting, and in this instance those discovery meetings 121 00:08:48.590 --> 00:08:52.990 kind of grew and grew because what we want to ensure that we're doing is 122 00:08:52.110 --> 00:08:58.820 not reinventing the wheel for anyone. We want to really highlight brand strengths and 123 00:08:58.100 --> 00:09:05.220 come along with our clients for the ride and really invite them to kind of 124 00:09:05.340 --> 00:09:09.500 celebrate their victories and then we hone in on those victories, no matter, 125 00:09:09.820 --> 00:09:13.330 you know, small project or big project, to meet those communication goals. 126 00:09:13.649 --> 00:09:20.809 So and this instance we started that exact same way and kind of reiterated back 127 00:09:20.929 --> 00:09:26.080 to the client what we heard was successful with their messaging and marketing and put 128 00:09:26.240 --> 00:09:35.679 together a strategic campaign proposal that then drilled that down into some audience segments based 129 00:09:35.799 --> 00:09:41.750 upon their perspective students. So I would say that was kind of a foundation 130 00:09:41.269 --> 00:09:46.909 for creative development. But I think Matt could really speak to then how, 131 00:09:46.509 --> 00:09:54.500 once we had those audiences identified, how we were able to take a cohesive 132 00:09:54.620 --> 00:10:00.059 message, highlight their brand and differentiate a little bit depending on who we were 133 00:10:00.100 --> 00:10:01.860 talking to. Yeah, and I just want to clarify for a moment for 134 00:10:01.899 --> 00:10:07.769 everyone that we're talking about a traditional undergrad search campaign and sometimes people get confused 135 00:10:07.809 --> 00:10:13.690 with search searches kind of a industry historical term for purchase lists. I mean 136 00:10:13.769 --> 00:10:18.009 to be kind of a little bit more of the way that works in typical 137 00:10:18.250 --> 00:10:22.600 marketing circles is that you buy a list of perspective students. In this particular 138 00:10:22.720 --> 00:10:26.600 instance we purchased about fifty five thousand names, but I think that it's important 139 00:10:26.600 --> 00:10:31.639 to kind of understand that we're talking about a traditional undergrad campaign designed for enrollment, 140 00:10:31.840 --> 00:10:33.519 and so, mad I'll let you kind of take it from there. 141 00:10:33.159 --> 00:10:39.389 Yeah, and the way that I tend to think about the sort of the 142 00:10:39.470 --> 00:10:46.190 prospect journey is using the the Aida framework, Aida attraction, interest, desire 143 00:10:46.230 --> 00:10:52.259 action. It is in some cases a little bit of an an oversimplification. 144 00:10:52.460 --> 00:10:56.940 You know, it's not always a perfect straight line that the prospect goes through. 145 00:10:56.139 --> 00:11:00.700 In fact, often times, you know, you can attract them with 146 00:11:00.980 --> 00:11:05.009 some advertising or something that that gets them into the into your communication flow, 147 00:11:05.610 --> 00:11:11.210 and they might spend a whole lot of time bouncing back and forth between learning 148 00:11:11.250 --> 00:11:16.169 about your institution, that is the interest phase, and then building desire to 149 00:11:16.289 --> 00:11:20.879 take action. And then maybe something happens in their life and they're not quite 150 00:11:20.919 --> 00:11:22.919 ready yet and and you know, then they're they're bouncing back to interest and 151 00:11:22.960 --> 00:11:28.080 they might sort of you know, not not to go and quite a perfectly 152 00:11:28.240 --> 00:11:35.309 linear pattern there. But basically what we're trying to do is move them systematically 153 00:11:35.470 --> 00:11:39.509 through these different stages. And so from a from a content running standpoint, 154 00:11:39.590 --> 00:11:43.629 that means that you're not going to talk to somebody who is, you know, 155 00:11:43.990 --> 00:11:48.340 just learning about up your institution for the very first time the same way 156 00:11:48.379 --> 00:11:52.340 that you're talking with somebody who has already expressed interest. You know, you 157 00:11:52.659 --> 00:11:58.379 don't treat somebody who has come to be a friend of yours the same way 158 00:11:58.379 --> 00:12:05.450 that you would treat a stranger. And so the overall strategy is fairly straightforward. 159 00:12:05.490 --> 00:12:13.970 But then executing it and incorporating personalization into automation, that's where it starts 160 00:12:13.009 --> 00:12:18.159 to get a little bord tricky. You've got these these different, you know, 161 00:12:18.279 --> 00:12:24.639 personas that that Jenny was talking about, these groups of prospective students who 162 00:12:24.679 --> 00:12:31.789 are interested in different things and you want to deliver the the right piece of 163 00:12:31.909 --> 00:12:35.950 information to each one of them. You know, we've got different sources of 164 00:12:37.070 --> 00:12:39.789 information that we can work from. With a purchase list. You know, 165 00:12:39.870 --> 00:12:43.580 you've got a little bit of Info. You know you know maybe where they 166 00:12:43.620 --> 00:12:48.019 are geographically, you maybe know what high school they're coming from. You know 167 00:12:48.139 --> 00:12:54.980 some pieces they're what you really want is information that that you know is is 168 00:12:56.019 --> 00:13:00.490 up to date and that the best information is what they're giving you directly. 169 00:13:01.289 --> 00:13:05.250 So that's why, for this campaign, we created an interactive landing page we 170 00:13:05.370 --> 00:13:09.889 put together. Basically it's a quiz. It's just asking a few questions and 171 00:13:11.490 --> 00:13:15.600 in Troy and Bard, I know you guys talked about this in that that 172 00:13:16.279 --> 00:13:22.759 episode podcast recently, where you are you're asking them just sort of some fun 173 00:13:22.840 --> 00:13:26.519 facts about themselves. You know what's your what's your favorite food, what your 174 00:13:26.519 --> 00:13:31.190 favorite color? But you're also asking some some substantive questions to you know, 175 00:13:31.309 --> 00:13:37.190 you're getting into what their favorite activities were in in high school. You're getting 176 00:13:37.230 --> 00:13:39.070 into, you know, what they want to do for a living with they're 177 00:13:39.110 --> 00:13:46.220 thinking about career wise, all of that information is is gold because they're talking 178 00:13:46.379 --> 00:13:50.460 with us. But then in automation you need to make sure that you're talking 179 00:13:50.620 --> 00:13:54.460 back in a way that makes sense. So a big part of the the 180 00:13:54.820 --> 00:14:01.090 difficulty here was in determining what's the underlying logic that we're going to use. 181 00:14:01.210 --> 00:14:03.450 And I promise I won't go into too much in the weeds about this, 182 00:14:05.850 --> 00:14:09.730 but I'll just I'll just do it by telling a little bit to say that 183 00:14:09.200 --> 00:14:13.879 with automation you can't just ask open ended questions. You can't just say, 184 00:14:15.519 --> 00:14:18.440 Hey, you know, what was your favorite extra curricular activity in high school, 185 00:14:20.039 --> 00:14:22.919 because they could put anything in that that space. They might put archery 186 00:14:24.240 --> 00:14:28.149 and maybe your school doesn't offer that. So you don't have an answer to 187 00:14:28.309 --> 00:14:33.710 that preloaded. Now, if a human is going to respond, then they 188 00:14:33.750 --> 00:14:35.429 could say, well, you know, we don't have archery, but we 189 00:14:35.509 --> 00:14:39.899 have this. But in automation you have to plan ahead for for what those 190 00:14:39.980 --> 00:14:45.899 responses are going to be after sort of limit the parameters there and because you 191 00:14:45.980 --> 00:14:50.100 have to, on the other end you've got all this content loaded up that 192 00:14:50.500 --> 00:14:56.889 is keyed into those responses. So, long story short, we we use 193 00:14:56.929 --> 00:15:01.529 a lot of spreadsheets to figure out, you know, here's here are the 194 00:15:01.649 --> 00:15:05.210 the possible responses they can give us. Here's what we're going to say. 195 00:15:05.330 --> 00:15:07.360 If, you know, if they have response A, we're going to come 196 00:15:07.440 --> 00:15:13.480 back with with x and there's there's a lot of work that goes into organizing 197 00:15:13.519 --> 00:15:18.399 all that in fig and making sure that you're producing a cohesive message that's personalized 198 00:15:18.440 --> 00:15:22.549 their interests, and I think that's important too. Matt. I just want 199 00:15:22.549 --> 00:15:26.029 to point out the fact that by doing that, two things happen. One, 200 00:15:26.110 --> 00:15:31.070 the student feels heard and they they feel like the school knows them, 201 00:15:31.149 --> 00:15:35.669 gets to know them, and that's I think that's certainly something in generation Z 202 00:15:35.899 --> 00:15:39.620 that a lot of research has been done. As a generation Z especially once 203 00:15:39.740 --> 00:15:41.620 to kind of have that personal interaction. They want to be known, they 204 00:15:41.700 --> 00:15:46.740 want to have their, you know, their opinion heard, and so when 205 00:15:46.740 --> 00:15:50.490 you're talking to fifty fivezero people, that's hard to do in a personal relationship. 206 00:15:50.490 --> 00:15:52.370 And so what we're trying to do through automation and through a lot of 207 00:15:52.409 --> 00:16:00.649 the things that troy's helping us with is to create that sense of personalization and 208 00:16:00.769 --> 00:16:06.000 a sense of being heard and a sense of all of that and then utilizing 209 00:16:06.039 --> 00:16:10.759 these different tools to be able to achieve that so that when they do engage 210 00:16:10.799 --> 00:16:14.399 with a real human being, there's already been a relationship that's been created, 211 00:16:14.960 --> 00:16:18.440 and I think it's it's important too, because I think even even that some 212 00:16:18.590 --> 00:16:21.710 of the parent colmflow that we did in part of as part of this program, 213 00:16:22.230 --> 00:16:26.549 we were taking some of those facts that we learned about about the students 214 00:16:26.629 --> 00:16:30.389 and we were reflecting those back to the parents to say, Hey, isn't 215 00:16:30.389 --> 00:16:34.059 it cool that junior likes to eat chips and listen to country music when when 216 00:16:34.139 --> 00:16:37.980 they study, who would have thought? Well, that creates an dialog opportunity 217 00:16:38.019 --> 00:16:42.980 for parent and Child, parent and prospective student that they aren't getting maybe through 218 00:16:44.139 --> 00:16:48.929 some other outreaches from some other schools that are just historically just put pumping out 219 00:16:48.450 --> 00:16:53.129 all the postcards kind of generalized to everybody, all the emails that are kind 220 00:16:53.129 --> 00:16:57.929 of generalized everybody. We really wanted to avoid that, that noise and really 221 00:16:57.929 --> 00:17:03.119 kind of being a lot more focused and a lot more relevant to the prospective 222 00:17:03.160 --> 00:17:06.920 students and parents and I think that, as you said, Matt, we 223 00:17:07.480 --> 00:17:11.519 we kind of ended up really liking spreadsheets, which sounds crazy for creatives, 224 00:17:11.000 --> 00:17:15.470 but I know Jesse really like spreadsheets because that's she's the one who keeps us 225 00:17:15.509 --> 00:17:18.069 all organized. Jesse, tell us a little bit about what that was like. 226 00:17:18.390 --> 00:17:22.109 Is, as Matt and Jenny and the other parts of the team started 227 00:17:22.150 --> 00:17:25.990 pulling together these different you know, these different trails that we needed to keep 228 00:17:26.029 --> 00:17:27.190 track of. How did you do that? How did you keep track of 229 00:17:27.269 --> 00:17:33.980 that? Well, it became it quickly became clear at the beginning of the 230 00:17:33.059 --> 00:17:37.380 project that it wasn't going to be we weren't going to be able to follow 231 00:17:37.940 --> 00:17:44.529 one of our typical processes that we follow where we just create deliverable send them 232 00:17:44.529 --> 00:17:47.809 over to the client. I had a special position where I got to work 233 00:17:47.809 --> 00:17:52.569 very closely with the client, very closely with our internal team and very closely 234 00:17:52.730 --> 00:17:56.650 with the think patented and Bit Storm Team, and so that information not only 235 00:17:56.730 --> 00:18:00.119 had to be delivered clearly to the client, but it really had to be 236 00:18:00.400 --> 00:18:07.079 delivered and translated across all of our different in a way that everyone understood. 237 00:18:07.359 --> 00:18:12.029 So yeah, I quickly. I was just I remember sitting at my desk 238 00:18:12.069 --> 00:18:18.910 and thinking, how are we going to deliver what became up boards of a 239 00:18:18.990 --> 00:18:23.150 Hundred Fifty Pieces of deliverables? How how can we deliver that in a way 240 00:18:23.150 --> 00:18:30.140 that's clear and then can be then translated into the enrollment campaign? And so 241 00:18:30.299 --> 00:18:34.380 we did. At the very beginning we started a mass spreadsheet based off of 242 00:18:34.460 --> 00:18:40.339 our strategy, because I think that, I mean I rely very closely on 243 00:18:40.619 --> 00:18:44.769 our strategists and Jenny and Matt's brains to really set the direction. And so 244 00:18:44.930 --> 00:18:48.730 we they put together the strategy and off of that we put together a spreadsheet 245 00:18:48.730 --> 00:18:52.250 that laid out every single deliverable that we would have, including all of those 246 00:18:52.410 --> 00:18:57.400 variations in those customizations. That we were able to do because of think patented's 247 00:18:57.480 --> 00:19:02.559 partnership so if they said they wanted to be a math major, we were 248 00:19:02.880 --> 00:19:07.160 able to include those details in that deliverable spreadsheet so that it was clear not 249 00:19:07.279 --> 00:19:10.509 only to the apple team, for our internal team, but then also to 250 00:19:10.670 --> 00:19:12.910 think pended when they did the execution, what we wanted it to say. 251 00:19:14.069 --> 00:19:18.750 So it was the spreadsheets were our friends, that's for sure, but it 252 00:19:18.029 --> 00:19:23.420 keeping it and we also came up with, quite honestly, some codes so 253 00:19:23.660 --> 00:19:29.779 that it wasn't here's direct mail piece that says x, Y and Z. 254 00:19:30.099 --> 00:19:34.660 We came up with a coded system. This is senior piece, one direct 255 00:19:34.779 --> 00:19:38.490 mail. We had a whole algorithm to it that we used and so that 256 00:19:38.569 --> 00:19:44.529 became common knowledge across the Kaylor. Think pad that in the clients team. 257 00:19:45.089 --> 00:19:48.690 Yeah, that's great. I think that. I think that's so important. 258 00:19:48.730 --> 00:19:52.279 At that all of that kind of got organized and and when you talk about 259 00:19:52.279 --> 00:19:56.680 a hundred fifty pieces, we were talking prior to the recording that that might 260 00:19:56.720 --> 00:19:59.759 actually be a little low. Just for the audience to understand them. I 261 00:19:59.839 --> 00:20:02.599 we did a we did a senior flow, a junior flow, a sophomore 262 00:20:02.640 --> 00:20:04.920 flow. Then we also had a parent flow involved in that. That kind 263 00:20:04.960 --> 00:20:08.990 of was a sophomore junior, senior parent flow. Then, on top of 264 00:20:10.069 --> 00:20:14.109 that, there were variations depending on the quiz answers, depending on what they 265 00:20:15.029 --> 00:20:17.789 what they did, their actions that they did, whether they filled an rfi 266 00:20:17.829 --> 00:20:19.910 out, whether they filled out the quiz, whether they ended up, you 267 00:20:19.990 --> 00:20:25.700 know, and participating in a madlibs type of type of activity, depending if 268 00:20:25.700 --> 00:20:29.579 they opened certain emails, if they landed on certain landing pages. Then it 269 00:20:29.700 --> 00:20:32.819 went to you know, there was direct mail, there was email, there 270 00:20:32.980 --> 00:20:37.289 was templates for letters, print material hills, there was a journal that went 271 00:20:37.329 --> 00:20:41.210 out customized based on their answers, and then we even got into things like 272 00:20:41.450 --> 00:20:47.210 text messaging, ringless voicemail and some other technologies around social match and paper click 273 00:20:47.329 --> 00:20:51.160 that went out with the entire mailing program so when, Jesse, when you 274 00:20:51.200 --> 00:20:53.680 say a hundred fifty items, I'm beginning to think that it might have even 275 00:20:53.680 --> 00:20:57.440 been more than that and that I think that coding that you talked about was 276 00:20:57.519 --> 00:21:02.839 so critical. Definitely felt like more than I did, and that coding that 277 00:21:02.880 --> 00:21:04.549 you talked about was so critical because when we, you know, we had 278 00:21:04.589 --> 00:21:08.269 our our designers that were working on these different pieces and we had to have 279 00:21:08.750 --> 00:21:12.910 the client approving all of these messaging I mean, you know, Matt, 280 00:21:14.069 --> 00:21:18.619 Matt and his team are writing variations of, you know, letters depending on 281 00:21:18.339 --> 00:21:22.539 what the you know, that second piece of variable content on if they chose 282 00:21:22.619 --> 00:21:26.099 this particular set of majors. And we're going to talk about this type of 283 00:21:26.099 --> 00:21:30.180 outcome. There's a lot of moving parts, ton of moving parts, and 284 00:21:30.259 --> 00:21:34.170 I think that goes back again to the fact that doing this without, you 285 00:21:34.250 --> 00:21:38.289 know, understanding the complexity of it. That's why I think that so many 286 00:21:38.329 --> 00:21:41.329 times, and you all can kind of chime in if you think that's why 287 00:21:41.329 --> 00:21:47.680 I think so many times schools end up only being as successful as they might 288 00:21:47.960 --> 00:21:52.160 in these outreach campaigns because it takes a lot of work to get to the 289 00:21:52.240 --> 00:21:56.720 level that it's going to be effective and I think that we all in high 290 00:21:56.799 --> 00:22:00.119 at marketing know the challenge and any of us who've had kids in the last 291 00:22:00.119 --> 00:22:04.869 few years that are of age of in the college selection and process, we 292 00:22:06.029 --> 00:22:07.670 know that. You know, you get home from work and there's maybe five 293 00:22:07.829 --> 00:22:12.549 six pieces of mail on the counter from all these schools that are prospecting our 294 00:22:14.309 --> 00:22:17.140 children. And part of it, I think, and I guess I'd like 295 00:22:17.180 --> 00:22:19.299 to kind of talk about this too, is what are some of the things 296 00:22:19.339 --> 00:22:22.740 that we do that that really kind of get the attention, you know, 297 00:22:22.940 --> 00:22:26.819 not only of of the the prospective students, but of mom and dad, 298 00:22:26.900 --> 00:22:30.930 because at the end of the day, all the research shows that mom's the 299 00:22:30.049 --> 00:22:36.410 number one influencer for college selection and and even you know, if people go 300 00:22:36.529 --> 00:22:41.049 back and listen to the episode with Christy Laffree at Butler University, that comflow 301 00:22:41.170 --> 00:22:45.799 was such a big critical part of our personal experience and and so I don't 302 00:22:45.799 --> 00:22:48.680 know a sybody have any thoughts on that, on just the idea of what 303 00:22:48.880 --> 00:22:52.759 that means to kind of get that attention of the parents and the perspective students 304 00:22:52.799 --> 00:22:56.359 early on. Sure I can speak to that a little bit. Matt you 305 00:22:56.599 --> 00:23:02.950 said something earlier that I think is really important to highlight. That relates back 306 00:23:03.230 --> 00:23:07.710 to what I said at the beginning and and that coincides with really ensuring that 307 00:23:07.789 --> 00:23:11.109 we're listening to our clients and we're aligning with them. So on this particular 308 00:23:11.349 --> 00:23:17.539 project, some of those quizzes and some of those questions that were being asked, 309 00:23:17.740 --> 00:23:21.259 some people might say, how is that relevant? What does that have 310 00:23:21.500 --> 00:23:26.769 to do with my child's experience? And for this particular client, we knew 311 00:23:27.250 --> 00:23:36.130 that their admissions team was greatly IMP actful in making a personal connection and relationship 312 00:23:36.210 --> 00:23:40.049 with respective perspective students. And one thing that they pointed out as a lot 313 00:23:40.089 --> 00:23:45.440 of times, if they can get that perspective student on campus, that kind 314 00:23:45.480 --> 00:23:48.960 of seals the deal and it's, you know, it's the beginning of that 315 00:23:48.160 --> 00:23:53.920 relationship. It's very personal and that is something that continues throughout the duration of 316 00:23:53.960 --> 00:24:00.470 their experience on campus. And so with this campaign specifically, our goal was 317 00:24:00.589 --> 00:24:07.549 to figure out how can we bring that same level of attention and care to 318 00:24:07.710 --> 00:24:12.220 these campaign materials, so really being personal and, you know, Oh, 319 00:24:12.420 --> 00:24:17.019 not conversational but, you know, not up tight at the same time, 320 00:24:17.140 --> 00:24:21.539 like it was about relationship building and I think in terms of all of the 321 00:24:21.660 --> 00:24:25.009 different com flows that were done, you know, we started with Sophomore, 322 00:24:25.690 --> 00:24:30.009 went to junior, went to senior. Obviously, at those different stages of 323 00:24:30.730 --> 00:24:37.170 initial investigation, the level of interest and just the time devoted to even college 324 00:24:37.210 --> 00:24:41.119 research is going to vary greatly, and so we wanted to kind of match 325 00:24:41.240 --> 00:24:48.400 that. So the sophomore flow was pretty basic and it was really just ensuring 326 00:24:48.680 --> 00:24:53.710 that you understand our mission envision, you understand what our goal is for you, 327 00:24:55.430 --> 00:25:00.710 your time on campus and really kind of that high level nurturing aspect, 328 00:25:00.750 --> 00:25:04.549 to just stay on the radar as as a sophomore in high school and once 329 00:25:04.630 --> 00:25:08.420 you get to that senior level, we have to make sure that the brand 330 00:25:08.579 --> 00:25:15.220 message and that messaging is consistent and cohesive, but the level of engagement is 331 00:25:15.299 --> 00:25:22.730 vastly different. So it went from broad to very specific really quickly, just 332 00:25:22.930 --> 00:25:26.490 based upon their need as a senior and, you know, anticipating that during 333 00:25:26.690 --> 00:25:33.049 that enrollment phase, the ultimate goal is to get them to apply and then 334 00:25:33.089 --> 00:25:38.079 obviously enrolled at once application is accepted. So I hope maybe that helped answer 335 00:25:38.720 --> 00:25:42.440 question now. That sounds great. I think you're I think you're exactly right. 336 00:25:42.480 --> 00:25:48.680 I think that you know that the whole notion of really connecting and building 337 00:25:48.720 --> 00:25:51.470 the relationship. I thought that was a really good comment because I think that's 338 00:25:51.509 --> 00:25:55.230 at the end of the day, above everything else, whether it's through a 339 00:25:55.309 --> 00:26:00.470 student search campaign, whether it's through Colm flow after they've applied, whether it's, 340 00:26:00.589 --> 00:26:03.630 you know, wherever it is in the in the in the journey, 341 00:26:03.190 --> 00:26:08.700 it's building that relationship, nurturing that relationship and getting that relationship to fruition. 342 00:26:08.859 --> 00:26:14.539 Of Matriculation and so and even beyond that. I mean, you know, 343 00:26:14.859 --> 00:26:18.500 studies show that if students have a good experience at college, they end up 344 00:26:18.500 --> 00:26:22.730 being donors, and donors then end up to turn into lifelong givers and then 345 00:26:22.769 --> 00:26:25.250 they turned into board members and all kinds of good things. And so, 346 00:26:25.329 --> 00:26:30.009 so much of this happens at the early stages of building the relationship. Yeah, 347 00:26:30.089 --> 00:26:33.160 just to something real quick to add to that. On this topic of 348 00:26:33.240 --> 00:26:40.119 building relationship. There are really substantive things that matter more than what I'm about 349 00:26:40.119 --> 00:26:42.000 to say. But, but, but this, this is a factor. 350 00:26:42.640 --> 00:26:49.470 When you are trying to build relationships with people through automation, there is this 351 00:26:49.869 --> 00:26:56.430 sort of fine line that you walk on the recipient. It's not like they 352 00:26:56.710 --> 00:27:02.579 don't know that you're using automation right like they don't. They don't really you're 353 00:27:02.619 --> 00:27:07.420 not trying to trick them into thinking that that you are, you know, 354 00:27:07.779 --> 00:27:12.500 setting out one to one communications for every single person. But they they still 355 00:27:12.619 --> 00:27:17.529 you still appreciate the effort. I kind of think of it in terms of 356 00:27:17.730 --> 00:27:21.170 it being almost like a magic trick. Like you, you know that the 357 00:27:21.450 --> 00:27:26.609 that the magician is doing an illusion. You know that it's not entirely real, 358 00:27:26.690 --> 00:27:30.160 but you appreciate the effort that they're putting into it and if the magician 359 00:27:30.400 --> 00:27:36.519 makes them makes a really big mistake, it just it ruins the whole illusion 360 00:27:36.839 --> 00:27:41.240 and it ruins the whole whole effect. And so before when I was talking 361 00:27:41.240 --> 00:27:44.710 about building out the the logic, one of the things that you have to 362 00:27:45.150 --> 00:27:48.789 think through is how are we going to use the the inputs that we get 363 00:27:49.069 --> 00:27:56.470 from the recipient? If they are selecting something from from a list of responses, 364 00:27:56.509 --> 00:28:00.059 are we going to have content that's coming to the next that's sort of 365 00:28:00.099 --> 00:28:03.420 fill in the blank, that says, Hey, you told us you were 366 00:28:03.460 --> 00:28:06.579 interested in film the blank. We'd like to tell you more about that. 367 00:28:07.299 --> 00:28:11.660 Well, if they get gave you a response like undecided or I don't know, 368 00:28:11.380 --> 00:28:15.130 then what's coming out is, hey, you told us you were interested 369 00:28:15.170 --> 00:28:18.529 in I don't know, or, worse, it comes out as you told 370 00:28:18.529 --> 00:28:26.680 us you were interested in null field or logic error. And so it's important 371 00:28:26.720 --> 00:28:32.559 to think through how is this going to look on the other end? How 372 00:28:32.720 --> 00:28:37.319 is this going to affect the student experience? If we are trying to get 373 00:28:37.880 --> 00:28:45.869 too tricky with this and we're and we're forgetting what the actual experiences on the 374 00:28:45.950 --> 00:28:48.269 other end, then you could end up really just shooting yourself and foot, 375 00:28:48.549 --> 00:28:52.390 and then you might as well just going back, go back to just doing 376 00:28:52.869 --> 00:28:55.940 only human responses. Yeah, well, that you know that you're doing it 377 00:28:55.980 --> 00:28:59.579 right. Yeah, that's really good point. That's a great point. I 378 00:28:59.700 --> 00:29:03.259 think this has been a great conversation. I'm excited about this and I guess 379 00:29:03.819 --> 00:29:06.779 one of the things, Troy, you and I always talked about at the 380 00:29:06.819 --> 00:29:08.180 end of the end of the shows with our guests, and it's been wonderful 381 00:29:08.220 --> 00:29:12.250 to have this conversation. We always talk about what it's one thing to kind 382 00:29:12.289 --> 00:29:15.890 of take away, and I'm going to start for my team, with with 383 00:29:17.009 --> 00:29:18.490 my opinion, and I'd like to hear everybody and tried, like you, 384 00:29:18.529 --> 00:29:22.329 to kind of way into at the end, because I think this is all 385 00:29:22.369 --> 00:29:25.640 been a team thing. But one thing, and that I've that I've heard 386 00:29:26.319 --> 00:29:29.480 that I would say as a takeaway that I would you give to somebody if 387 00:29:29.519 --> 00:29:32.160 I were to say, Hey, if there's one thing that I would encourage 388 00:29:32.200 --> 00:29:34.640 you to do when you're looking at putting together a search campaign, is keep 389 00:29:34.720 --> 00:29:38.829 in mind that it to make it successful, it has to be more than 390 00:29:38.950 --> 00:29:44.430 just you talking at people, you got to start giving them an opportunity to 391 00:29:44.589 --> 00:29:48.750 engage with you and to reflect back. And sometimes reflecting back means more than 392 00:29:48.829 --> 00:29:53.099 just the standard you know what year you graduating and what's your major, and 393 00:29:53.259 --> 00:29:56.740 you know the stuff that's going to make you feel better as a school. 394 00:29:56.220 --> 00:30:00.980 But reflect back so that you actually show some interest in these prospective students. 395 00:30:00.019 --> 00:30:03.140 And so if that's one thing that I would give to somebody is to say, 396 00:30:03.180 --> 00:30:07.089 as you engage in your marketing, make sure that you recognize it as 397 00:30:07.089 --> 00:30:11.329 a two way street rather than just a one way street of you telling go, 398 00:30:11.529 --> 00:30:15.170 start conversation. So, Jenny, I'm going to ask you to go 399 00:30:15.329 --> 00:30:19.329 next. please. Sure, and I think that's a really hard question because, 400 00:30:19.930 --> 00:30:23.480 you know, even just reflecting upon what Jesse said, this was such 401 00:30:23.480 --> 00:30:29.599 a robust project that we definitely had a lot of great takeaways. But I'm 402 00:30:29.599 --> 00:30:34.039 always going to tie it back in as the kind of the passionate one about 403 00:30:34.039 --> 00:30:38.230 branding. I think a lot of times when we get to know a new 404 00:30:38.349 --> 00:30:42.829 client and we especially start to work on a campaign, you know everybody's kind 405 00:30:42.869 --> 00:30:47.029 of always excited about this new idea, and we are. What are you 406 00:30:47.069 --> 00:30:49.140 going to do for us. It's to friend and I think one thing that 407 00:30:49.259 --> 00:30:56.980 really happens with universities when they're working with enroll want materials. They they forget 408 00:30:56.259 --> 00:31:02.980 that, especially dealing with, you know, sophomores to seniors. The amount 409 00:31:02.980 --> 00:31:06.369 of time that you have in front of someone is very, very limited in 410 00:31:06.450 --> 00:31:08.650 the beginning. You know, people are glancing at an email or glancing at 411 00:31:08.690 --> 00:31:12.890 a postcard on the counter when they come in from school, and so I 412 00:31:14.049 --> 00:31:18.119 think in the desire to kind of up their game, so to speak, 413 00:31:18.920 --> 00:31:26.319 they make unnecessary changes and forget about the importance of brand alignment. So just 414 00:31:26.599 --> 00:31:33.109 ensuring that your materials are cohesive, they look the same from, you know, 415 00:31:33.190 --> 00:31:37.549 things that are going out to a senior student to a sophomores student, 416 00:31:37.109 --> 00:31:41.990 because for you it might seem tired and it might seem old, but your 417 00:31:41.029 --> 00:31:45.789 audience is always changing. We want to build that familiarity. We want to 418 00:31:45.950 --> 00:31:49.859 be ensuring that we are aligning with the mission and vision and things like that. 419 00:31:51.099 --> 00:31:53.740 So my big takeaway is don't forget what you're doing. That's good. 420 00:31:55.539 --> 00:32:00.180 Stick with it and then the some of the magic comes in and this automation 421 00:32:00.339 --> 00:32:02.730 and things like that. That was done to really ensure that the engagement was 422 00:32:02.849 --> 00:32:07.009 happening at a different level. Great. How about you, Jesse? What 423 00:32:07.049 --> 00:32:14.089 would you leave with someone you know? I think it comes down to I 424 00:32:14.170 --> 00:32:19.599 mean, looking back on this project, it was three teams of people all 425 00:32:19.759 --> 00:32:23.519 in working on this project over a span of a few months. So I 426 00:32:23.680 --> 00:32:29.079 think and I think that the impact of this project, especially with the customization 427 00:32:29.240 --> 00:32:32.430 and the personalization we were able to do, is is going to the benefit 428 00:32:32.470 --> 00:32:37.509 of that is going to be huge, and I think clients or schools, 429 00:32:37.710 --> 00:32:40.630 if they want that, I think like knowing that it is going to take 430 00:32:42.109 --> 00:32:45.259 we can't do this on our own. It is going to take that manpower 431 00:32:45.059 --> 00:32:50.980 and it's going to take your team committing, because the client we were working 432 00:32:51.019 --> 00:32:52.740 with, the fit the thing patented team, the Kaylor team, we were 433 00:32:52.779 --> 00:32:55.980 all in on this, and the client to their entire team, this was 434 00:32:57.059 --> 00:33:00.609 their priority. They were all in, they were engaged, and so I 435 00:33:00.690 --> 00:33:04.490 think that's the thing that I would take away is that if you want this, 436 00:33:04.730 --> 00:33:07.130 I think that impact of this is great, but if you want that, 437 00:33:07.210 --> 00:33:10.690 I think realizing first that you have to go in, all in on 438 00:33:10.769 --> 00:33:15.119 that, and you have to realize the manpower in the team that you need 439 00:33:15.200 --> 00:33:20.440 for this is really important on the front end now, kind of that cut, 440 00:33:20.960 --> 00:33:22.440 that commitment. I think you're right. That's great, Matt. How 441 00:33:22.440 --> 00:33:27.750 about you? You know, I struggle to find just one takeaway because there 442 00:33:27.750 --> 00:33:32.069 are there are so many. But I really think that the biggest thing for 443 00:33:32.190 --> 00:33:39.309 me as as a content writer is to always remember that the point of all 444 00:33:39.390 --> 00:33:46.180 of this is to is to meet your audience where they are, and all 445 00:33:46.259 --> 00:33:52.059 of this effort that we're that we're putting into automation you it's it's not. 446 00:33:52.579 --> 00:33:57.250 It's not to add, you know, unnecessary complexity to messaging. It's not 447 00:33:57.490 --> 00:34:01.769 to be fancy. It is to it is to meet prospective students, future 448 00:34:01.849 --> 00:34:07.409 students, where they are right now and where we are doing it with, 449 00:34:07.610 --> 00:34:13.920 with a tone and with content that is, we certainly hope, addressing the 450 00:34:14.039 --> 00:34:17.719 concerns that they have, answering the questions they have. We are, we 451 00:34:17.840 --> 00:34:28.590 are helpful in focus, we are essentially it's an extension of the admissions team 452 00:34:28.750 --> 00:34:36.030 were we are going out before them and we are providing that that counseling. 453 00:34:36.230 --> 00:34:42.099 It's sort of pre counseling, right, we're ushering them along and so automation 454 00:34:42.460 --> 00:34:45.539 says, Hey, we see you, we know where you're coming from. 455 00:34:46.219 --> 00:34:50.659 We're here to help. That's what it's all about. Great thanks, Matt 456 00:34:51.139 --> 00:34:52.730 Troy. How about you? You've kind of seen both sides of it. 457 00:34:52.889 --> 00:34:55.170 You and I have been on both sides of it. To tell me a 458 00:34:55.170 --> 00:35:00.369 little bit about what your takeaway would be. My biggest takeaway is your team 459 00:35:00.409 --> 00:35:06.369 has done a great job of letting the prospective students know that you matter and 460 00:35:06.570 --> 00:35:09.239 kind of what Matt just said, you meeting them where they are and you're 461 00:35:09.239 --> 00:35:14.679 also letting them know we're listening to you, because each time they saw a 462 00:35:15.079 --> 00:35:19.559 postcard, each time they went to a landing page, their name aim was 463 00:35:19.679 --> 00:35:24.349 either prepopulated or it was there right at the very beginning. Then when they 464 00:35:24.389 --> 00:35:29.789 would put an input in the next step or when we did the next outreach, 465 00:35:30.110 --> 00:35:35.070 we would tell them what they told us and that was very instrumental in 466 00:35:35.309 --> 00:35:40.260 helping our client established the foundation of that relationship. And then something else I 467 00:35:40.380 --> 00:35:45.059 want to make sure that we say is all during this calm flow we were 468 00:35:45.460 --> 00:35:52.409 we were also making sure that the prospective students understood the mission of the school, 469 00:35:52.690 --> 00:35:57.610 making sure there was a mission fit, and that was very important to 470 00:35:57.929 --> 00:36:00.610 our perspective. Client and I think you did an excellent job of getting to 471 00:36:00.769 --> 00:36:07.480 know the prospective student but also letting them know about the school and making sure 472 00:36:07.599 --> 00:36:12.039 that they realized if they went to the school, there are certain beliefs, 473 00:36:12.079 --> 00:36:15.880 there's a certain culture there that we really hope they would be comfortable with. 474 00:36:15.440 --> 00:36:21.389 So that those are the takeaways that I wanted to make sure everyone understood about 475 00:36:21.670 --> 00:36:27.389 this campaign. That's great. I think that winds up our conversation. Bart 476 00:36:27.469 --> 00:36:30.349 I appreciate you bringing your team together. Do you have any last thoughts and 477 00:36:30.989 --> 00:36:35.900 anything that you can leave us with before we sign out? Yeah, the 478 00:36:35.940 --> 00:36:38.179 one last thought I would say, and this is something that Matt said earlier 479 00:36:38.219 --> 00:36:40.059 that I just wanted to kind of I wasn't sure if he was going to 480 00:36:40.099 --> 00:36:44.619 use it as his as his takeaway, but I'm going to kind of use 481 00:36:44.619 --> 00:36:46.329 it as kind of our punctuation at the end of the end of the podcast, 482 00:36:46.690 --> 00:36:50.769 is that we talk a lot about automation. We talk a lot about 483 00:36:50.769 --> 00:36:53.449 all kinds of things that are at the finger tips of marketers these days, 484 00:36:53.489 --> 00:36:57.809 whether it's social media, whether it's, you know, paper, Click, 485 00:36:58.010 --> 00:37:01.039 social match. There's all kinds of tools out there, but at the end 486 00:37:01.039 --> 00:37:06.239 of the day, we're trying to build relationships and and we want to maintain 487 00:37:06.400 --> 00:37:10.199 the illusion of that relationship. And I really love that analogy of the magician 488 00:37:10.679 --> 00:37:15.989 because I think that sometimes we tend to forget that. We that people understand 489 00:37:16.070 --> 00:37:22.230 automation. They understand what's going on. It's not a mystery. But everybody's 490 00:37:22.230 --> 00:37:23.469 willing, just like at a magic show, we're all willing to kind of 491 00:37:23.510 --> 00:37:30.019 participate in the illusion where to participate along the way, but it's it's that 492 00:37:30.260 --> 00:37:35.139 one mistake that if that, you know, if the if the rabbit jumps 493 00:37:35.179 --> 00:37:38.539 out of the hat too early or kind of scrolls across the stage, it 494 00:37:39.019 --> 00:37:43.699 runs the illusion. It ruins the experience in it and it changes the dynamic. 495 00:37:43.780 --> 00:37:46.650 And so I guess I would take away to that as you put together 496 00:37:46.690 --> 00:37:51.010 these programs, as you look at all these tools, recognize that they are 497 00:37:51.489 --> 00:37:55.449 tools and, like with most tools, there's some safety features and and I 498 00:37:55.489 --> 00:38:00.880 would just make sure that as as highered marketers start to get into these spaces 499 00:38:00.960 --> 00:38:04.559 of the automation, of the different tools, of the different ways of doing 500 00:38:04.679 --> 00:38:07.760 that, reach out and ask for help, you know, because I mean 501 00:38:07.840 --> 00:38:10.519 sometimes there are people who have experienced in that that have done it before. 502 00:38:12.400 --> 00:38:15.269 Don't hesitate to reach out at all. I'll make myself available just if you 503 00:38:15.469 --> 00:38:19.590 ever want to have a quick conversation, just to ask how did you do 504 00:38:19.829 --> 00:38:22.949 that? You know there's there's no strings attached. To be happy to share 505 00:38:22.949 --> 00:38:24.550 anything with you, and I know troy would feel the same way about that. 506 00:38:24.670 --> 00:38:28.940 So that's some things I would leave troy, but it's been a great 507 00:38:28.980 --> 00:38:31.300 conversation. I just want to thank my team for what they've what they've offered. 508 00:38:31.739 --> 00:38:36.139 I think you and your team as well. I would like to say 509 00:38:36.300 --> 00:38:39.900 that I often say that Bart and I interview people that we like, it 510 00:38:40.019 --> 00:38:45.289 admire in the highered marketing space, and that is so true with the people 511 00:38:45.409 --> 00:38:49.050 that I'm spending time with today. So thank you, Matt, Jenny and 512 00:38:49.170 --> 00:38:54.090 Jesse. The higher and market of podcast is sponsored by Kaylor solutions and education 513 00:38:54.250 --> 00:38:59.760 marketing and branding agency and by think patent did, a marketing, execution and 514 00:38:59.840 --> 00:39:06.000 printing company providing mailing services to hire ED institutions. On behalf of my cohost 515 00:39:06.119 --> 00:39:09.550 Bart Taylor and his team, I'm troy singer. Thank you for joining us. 516 00:39:13.269 --> 00:39:16.190 You've been listening to the Higher Ed Marketer to ensure that you never miss 517 00:39:16.230 --> 00:39:21.829 an episode. Subscribe to the show in your favorite podcast player, if you're 518 00:39:21.909 --> 00:39:24.340 listening with apple podcasts. We'd love for you to leave a quick rating of 519 00:39:24.380 --> 00:39:29.219 the show. Simply tap the number of stars you think the podcast deserves. 520 00:39:29.940 --> 00:39:30.780 Until next time,