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April 13, 2021

Messaging for the Individual: How Data Can Help You Create Engaging Stories (Part 1)

Messaging for the Individual: How Data Can Help You Create Engaging Stories (Part 1)

How do we help uncover and explain the most informative and persuasive information to prospective students?

How do we tell stories that get them excited about education?

We start by finding and utilizing data, analyzing that data, and then creating segmented marketing messages that will move the needle.

Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented chat with Christine Harper, Associate Vice President of Enrollment Management at the University of Kentucky, and Julie Balog, Chief Marketing Officer at the University of Kentucky about:

- How to utilize data to drive segmentation in messaging.

- How to engage undecided students using data.

- The difference between innovation and ingenuity.

- How the University of Kentucky is helping communities.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

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't have relations, marketing trends, new technologies and so much more. 4 00:00:16.989 --> 00:00:20.230 If you are looking for conversations centered around where the industry is going, 5 00:00:20.750 --> 00:00:29.219 this podcast is for you. Let's get into the show. Welcome to the 6 00:00:29.260 --> 00:00:34.340 Higher Ed Marketer Podcast, where weekly we explore ideas and insights from marketers we 7 00:00:34.500 --> 00:00:39.210 admire. I'm Troye singer here with a marketer I admire, Bart Taylor. 8 00:00:39.369 --> 00:00:44.450 In Bart, we get to talk to exceptional marketing executives in the BLUEGRASS state 9 00:00:44.609 --> 00:00:47.969 today. Yeah, Troy, and thank you. I really appreciate working with 10 00:00:48.049 --> 00:00:50.479 you two. This has been a great, you know, Journey that we've 11 00:00:50.520 --> 00:00:54.039 been on and we when we first started to kind of promoting the high ed 12 00:00:54.119 --> 00:00:58.000 marketer podcast, had someone in the Media Department at University of Kentucky reach out 13 00:00:58.000 --> 00:01:00.679 and say, Hey, we've got a great story about how marketing and enrollment 14 00:01:00.679 --> 00:01:03.679 are working together at UK. Would you mind if I pitched you on that? 15 00:01:03.759 --> 00:01:06.390 And so we listened and heard them out and thought, boy, this 16 00:01:06.430 --> 00:01:08.590 is going a great story. Let's hear about this, and so really looking 17 00:01:08.629 --> 00:01:11.989 forward to having this conversation today and we've been so much so that it's going 18 00:01:12.030 --> 00:01:15.230 to end up being a two parter. Yes, it is, and, 19 00:01:15.349 --> 00:01:19.620 as you know, a common theme among some of our previous interview he's has 20 00:01:19.700 --> 00:01:26.019 been how marketing and communication apartments are customarily known for aligning with their alumni offices 21 00:01:26.540 --> 00:01:30.459 and how that is changing for some schools, and at the University of a 22 00:01:30.500 --> 00:01:38.049 Kentucky they are aligning more marketing communications with enrollment and we're going to hear more 23 00:01:38.129 --> 00:01:41.810 about that and the success that they are having. Yeah, it's a fascinating 24 00:01:41.849 --> 00:01:46.170 conversation and I think it'll be really worth everyone's time to listen to both episodes 25 00:01:46.209 --> 00:01:49.519 and I'm so excited about it. Well said, let's get into the conversation. 26 00:01:51.840 --> 00:01:56.400 I'm excited to introduce Julie Baylog, Chief Marketing Officer for the University of 27 00:01:56.439 --> 00:02:01.950 Kentucky, and Christine Harper, associated vice president of enrollment management of the University 28 00:02:01.989 --> 00:02:07.189 of Kentucky. Welcome to the both of you to the highered marketer podcast. 29 00:02:07.510 --> 00:02:09.110 Thank you. Thanks so much for having us. Really looking forward to this 30 00:02:09.229 --> 00:02:14.509 conversation, as are we and I know that we agreed to talk about some 31 00:02:14.629 --> 00:02:20.580 wonderful things, including how to best the ligne marketing and enrollment. But before 32 00:02:20.580 --> 00:02:23.340 we get into it, could you both give us a little bit of a 33 00:02:23.460 --> 00:02:28.539 background, or at least what your roles entail, and would love to know 34 00:02:28.659 --> 00:02:31.810 your path to that cause I happen to know they are unique paths. Julie, 35 00:02:31.810 --> 00:02:36.250 want to go ahead and start, sure, I'll start. So I 36 00:02:36.370 --> 00:02:39.210 am the chief marketing officer here at the University of Kentucky. I've been in 37 00:02:39.289 --> 00:02:43.050 that role since December of two thousand and eighteen, so fairly new to that 38 00:02:43.129 --> 00:02:47.319 role. Prior to that I was in a similar roll down at the Academic 39 00:02:47.360 --> 00:02:52.319 Medical Center down the street for UK healthcare, which is part of the university 40 00:02:52.560 --> 00:02:58.520 system. In addition to that, I've worked in the nonprofit room and I 41 00:02:58.710 --> 00:03:01.509 have often also worked in a place called Keenland, which is a a major 42 00:03:01.590 --> 00:03:07.389 sporting a horse racing and auction, Horse Auction Vitinue, and so I do 43 00:03:07.509 --> 00:03:13.180 have a varied background. Always been in marketing. Proud graduate of the University 44 00:03:13.500 --> 00:03:15.979 of Kentucky. I tell the story that I came here on a full academic 45 00:03:16.060 --> 00:03:22.060 scholarship first Gen. feel very fortunate and came here thought I was going to 46 00:03:22.139 --> 00:03:24.780 study medicine, that I was going to study pharmacy, something like that, 47 00:03:25.020 --> 00:03:31.009 and then I really did not enjoy all of those sciences that go along with 48 00:03:31.289 --> 00:03:36.129 that and remember my advisor saying to me, well, why don't you try 49 00:03:36.409 --> 00:03:40.009 something different just to see? All right, so I took a business class 50 00:03:40.289 --> 00:03:44.479 it over at the Gatton College of business and, as I like to say, 51 00:03:44.639 --> 00:03:46.360 it was like a little confetticanon went off in my head and I'm like 52 00:03:46.680 --> 00:03:51.639 this is what I'm supposed to do, and so I've been in marketing ever 53 00:03:51.759 --> 00:03:55.069 since then. Thank you, Julie Christine. Yes, so I have been 54 00:03:55.189 --> 00:03:59.949 in enrollment management in a number of performs for over two decades now. I 55 00:04:00.590 --> 00:04:04.110 started just a couple of months before Julie in my current role from July of 56 00:04:04.189 --> 00:04:09.389 two thousand and eighteen in the church chief enrollment officer for the university. Prior 57 00:04:09.550 --> 00:04:13.219 to that I had come to the University of Kentucky in two thousand and ten 58 00:04:13.300 --> 00:04:17.620 and worked in professional and graduate admission. So I was the Student Affairs Office 59 00:04:17.779 --> 00:04:24.060 as well as the admissions director for the College of Dentistry. So dental professional 60 00:04:24.100 --> 00:04:28.329 admissions a little bit different prior to that I worked another large public institution, 61 00:04:28.649 --> 00:04:32.410 since I had started there in two thousand and one and worked in enrollment management 62 00:04:32.610 --> 00:04:36.689 in undergraduate education for a number of years. Interestingly too, I think it's 63 00:04:36.689 --> 00:04:42.240 funny how you start down one path. When I started my collegiate degree, 64 00:04:42.600 --> 00:04:47.560 I was it between molecular genetics and ceramics, and I remember my father say 65 00:04:48.040 --> 00:04:50.720 just do what you love and the rest will come, and it certainly has, 66 00:04:50.839 --> 00:04:54.670 because I don't think many people think that they are going to go into 67 00:04:54.990 --> 00:04:58.829 higher administration, but those were so it was so formative. I had a 68 00:04:58.870 --> 00:05:02.470 great academic advisor and I've a student athlete had great academic advisor. That got 69 00:05:02.550 --> 00:05:09.660 me thinking about the opportunities in working with college students, and so admissions was 70 00:05:09.740 --> 00:05:13.620 where I felt and the statistical side and this kind of art in the science 71 00:05:13.740 --> 00:05:17.980 of this work really mels with my ceramics degree that I actually have as long 72 00:05:17.980 --> 00:05:21.689 as well as a master's and working on my doctorate right now milds into it. 73 00:05:21.769 --> 00:05:28.769 I see nice play on words. was that's great. One of the 74 00:05:28.810 --> 00:05:30.889 things I know that we talked about earlier was when you both started your rolls 75 00:05:30.930 --> 00:05:34.410 back in two thousand and eighteen the way that each of the offices, marketing 76 00:05:34.490 --> 00:05:40.879 and enrollment management worked with one another was really different than it is today and 77 00:05:41.319 --> 00:05:45.759 I know that the way it is today is being touted in seen is a 78 00:05:45.879 --> 00:05:48.519 very successful story. So maybe tell us a little bit about the journey that 79 00:05:48.759 --> 00:05:53.430 where it was and the reason or the decision to change that and why it's 80 00:05:53.470 --> 00:05:56.430 working so well now. I think we can jump by by saying that it's 81 00:05:56.470 --> 00:05:59.670 working really well now for a couple reasons. One Julie and I partner really, 82 00:05:59.670 --> 00:06:03.029 really well together and she's got a great team. I think that we 83 00:06:03.189 --> 00:06:08.939 also benefited from coming in at the same time to a brand at the university 84 00:06:09.100 --> 00:06:14.420 that was pretty done out and and didn't really have much identity. We struggled 85 00:06:14.459 --> 00:06:16.420 with how do you, how does this really talk about who UK is? 86 00:06:17.019 --> 00:06:21.970 And so through the uncovering of a new brand strategy and that work, we 87 00:06:23.129 --> 00:06:28.730 work so closely together and really saw such value in what each of us brought 88 00:06:29.050 --> 00:06:31.610 and all the data we uncovered and kind of grew into it and then just 89 00:06:32.000 --> 00:06:36.160 kind of clung to each other thinking about like this could be really great and 90 00:06:36.600 --> 00:06:40.720 we need to continue this and how do we make it stronger? And I 91 00:06:40.759 --> 00:06:44.480 don't think I realized how much of a Unicorn we were. I think that 92 00:06:44.680 --> 00:06:46.949 was a surprise to me for a couple of reasons. One is, I 93 00:06:47.589 --> 00:06:51.149 outline my background, I actually also worked at an agency for a few years 94 00:06:51.189 --> 00:06:56.589 as an account manager and when I came in here, this is also what 95 00:06:56.670 --> 00:07:00.310 I did done at UK healthcare is set it up as an agency model. 96 00:07:00.540 --> 00:07:06.339 And so what we have are two people devoted to enrollment management from our team. 97 00:07:06.379 --> 00:07:11.899 I have another one who's devoted to housing and dining one who works only 98 00:07:11.939 --> 00:07:15.449 with the current stuart population. At the way we view this as Christine is 99 00:07:15.490 --> 00:07:24.370 our client and we actually almost practically embed those account managers in Christine's team and 100 00:07:25.050 --> 00:07:30.000 there's a great deal of trust those. Those account managers that we have an 101 00:07:30.079 --> 00:07:34.879 em are pretty much just seamlessly part of that. They go to Christine's meetings, 102 00:07:35.319 --> 00:07:40.720 she works with them very directly and she tends to work more with them 103 00:07:40.800 --> 00:07:44.750 on the more tactical implementation and then she and I work on the strategic side. 104 00:07:45.149 --> 00:07:47.069 And when she was referring to the brand strategy development, that was one 105 00:07:47.110 --> 00:07:50.389 of the reasons that I was brought down here was to develop and put a 106 00:07:50.470 --> 00:07:55.470 fine her point out what is the University of Kentucky's poreent and what is our 107 00:07:55.509 --> 00:07:58.509 brand promise? And what I like to say is that you can come to 108 00:07:58.550 --> 00:08:01.100 the University of Kentucky and you can do anything and you're going to achieve it 109 00:08:01.620 --> 00:08:07.259 in a community that both challenges you and support you, and I think it's 110 00:08:07.300 --> 00:08:13.050 that unique tension that that is what makes us special. And Christine was very 111 00:08:13.209 --> 00:08:18.290 instrumental as we developed that brand strategy. We really did have the student population 112 00:08:18.329 --> 00:08:22.089 in mind, and so as we develop that out, then we developed the 113 00:08:22.209 --> 00:08:26.290 creative expression of that brand, which is what we call wildly possible, and 114 00:08:26.410 --> 00:08:28.879 so we talked about you can come here and anything is wildly possible. We 115 00:08:30.040 --> 00:08:33.399 like to lean in on words like dream boldly and achieve greatly, and so 116 00:08:33.679 --> 00:08:37.879 as we collaborate, she and her team were so much a part of that 117 00:08:39.039 --> 00:08:43.750 brand strategy development. It's not like we had to educate. They walk the 118 00:08:43.830 --> 00:08:50.389 path and so the words they use, the the way they represent us, 119 00:08:50.070 --> 00:08:56.019 it's authentic and I think that's the key to a strong brand strategy implementation is 120 00:08:56.100 --> 00:08:58.980 it has to be both aspirational and it has to be authentic. It's great. 121 00:09:00.019 --> 00:09:03.580 It almost seems like you're even living out that brand promise internally with your 122 00:09:03.620 --> 00:09:07.700 own offices. I mean the fact that you're collaborating and doing some bold things 123 00:09:07.779 --> 00:09:11.929 with with that. I think that's really good. I think it's interesting too, 124 00:09:11.769 --> 00:09:18.330 whenever I talk with different different enrollment leaders or marketing leaders. So many 125 00:09:18.370 --> 00:09:22.809 times, I think in higher education especially more so than and maybe at some 126 00:09:22.889 --> 00:09:26.159 other industries, it's so siload, I mean all the different areas of the 127 00:09:26.200 --> 00:09:31.519 university or Siload, and many times marketing is kind of been borne out over 128 00:09:31.600 --> 00:09:33.080 the years out of the advancement office. I mean, you know, the 129 00:09:33.519 --> 00:09:39.110 Alumni magazine is really what drove a lot of the need for any creatives on 130 00:09:39.269 --> 00:09:43.070 campus, and so I find that even some of the schools that are are 131 00:09:43.149 --> 00:09:48.549 still struggling a lot of times that that alignment between enrollment and marketing is sometimes 132 00:09:48.149 --> 00:09:54.059 still wanting because of the priorities of being under the advancement arm. I mean 133 00:09:54.139 --> 00:09:56.659 is it? Have you guys kind of witnessed that or maybe at some of 134 00:09:56.659 --> 00:09:58.779 the other organizations that you're part of? I think for me, the way 135 00:09:58.779 --> 00:10:03.460 I approach it, I don't necessarily see it that way because I've always felt 136 00:10:03.460 --> 00:10:07.610 like marketing is a strategic enabler and we need to have a seat at the 137 00:10:07.649 --> 00:10:13.129 table when the strategy is being developed and if it's so much better to understand 138 00:10:13.970 --> 00:10:18.769 what is the strategic goal, because then we can develop the tactics. The 139 00:10:18.889 --> 00:10:22.600 example I uses. I don't like to have people call and say I need 140 00:10:22.639 --> 00:10:24.879 to billboard. Okay, well, you may need a billboard, what are 141 00:10:24.879 --> 00:10:28.320 you trying to do? And at the end of the conversation will determine whether 142 00:10:28.559 --> 00:10:31.720 a billboards the right way to do it or another way to do it. 143 00:10:31.159 --> 00:10:35.870 And the fact that Christine is very data driven and so am I, I 144 00:10:35.710 --> 00:10:41.070 think, really lends itself well, because we have our brand strategy, but 145 00:10:41.190 --> 00:10:46.549 we also have a strategic marketing plan that, again, we developed and one 146 00:10:46.830 --> 00:10:50.740 of with with them and with her team in mind. And you know, 147 00:10:50.899 --> 00:10:56.860 strategies one and two really focus on enrollment and how we build the esteem of 148 00:10:56.940 --> 00:11:03.259 that brand among perspective audiences. And so when we developed that strategic marketing plan, 149 00:11:03.330 --> 00:11:05.730 we had to know numbers. We had to know what are we what 150 00:11:05.809 --> 00:11:09.570 are we trying to reach, because if it's a huge stretch, then that 151 00:11:09.690 --> 00:11:13.889 tells you how you need to resource and do we have the right people in 152 00:11:13.009 --> 00:11:16.850 the right spots? And so I can. I'll kind of let Christine speak 153 00:11:16.850 --> 00:11:20.480 to that, because I think when she came in what she was challenged with 154 00:11:20.320 --> 00:11:26.399 is she was really asked to stretch those numbers and so a lot of times 155 00:11:28.720 --> 00:11:31.879 she's she's telling me, well, this is where we're headed and then together 156 00:11:31.919 --> 00:11:33.909 we figure out how we can get there. Yeah, absolutely, I think 157 00:11:35.110 --> 00:11:37.950 the push in the push in the poll. It's really our brand strategy. 158 00:11:37.990 --> 00:11:41.309 As you mentioned, Bart, we really do live it out and July mentioned 159 00:11:41.549 --> 00:11:46.350 the embedding of her team members, particularly Katie Benett, on our team, 160 00:11:46.590 --> 00:11:52.019 on her team, and not just one meeting but multiple meetings where the data 161 00:11:52.139 --> 00:11:56.179 is provided. So just because you know, we're talking about events and what's 162 00:11:56.179 --> 00:11:58.899 going on. Well, wire events lagging. Having Katie in the room is 163 00:12:00.019 --> 00:12:03.809 so critical because we can not only respond to the data but then react to 164 00:12:03.929 --> 00:12:07.409 it. She's also in our broader recruit and meeting where we have our college 165 00:12:07.490 --> 00:12:11.450 recruiters come in. So then we have the Intel there. We will look 166 00:12:11.490 --> 00:12:16.960 at our social media and here things happening, and so this brand strategy is 167 00:12:16.039 --> 00:12:20.519 also a living, breathing thing that the tactic shift based on the winds of 168 00:12:20.600 --> 00:12:24.440 what we're going through in the pandemic is a great example. But to Julie's 169 00:12:24.440 --> 00:12:28.320 point, when we started where we were, I was charged with growth and, 170 00:12:28.759 --> 00:12:33.350 you know, growth in different ways and needing to be able to do 171 00:12:33.789 --> 00:12:37.549 that in a very strategic way of where we going to put our funds, 172 00:12:37.590 --> 00:12:41.509 where are we going to put our recruiters, where are we going to launch 173 00:12:41.549 --> 00:12:46.500 our digital assets? Where are we going to physically mail versus who gets a 174 00:12:46.620 --> 00:12:50.299 phone call, and so so this ability to have so close a tie is 175 00:12:50.460 --> 00:12:54.379 really critical and and the push in the pull of it. You know, 176 00:12:54.460 --> 00:12:58.539 Julie Brings Information based off of what they're seeing in the response rates, in 177 00:12:58.570 --> 00:13:01.049 the open rates and the clicks in the in the digital we're talking about what 178 00:13:01.169 --> 00:13:03.970 we're seeing in the high school, not now in the high schools, but 179 00:13:05.049 --> 00:13:07.730 in the zoom rooms. But but then what are our high school counselor saying? 180 00:13:09.049 --> 00:13:11.289 Where is it that a lot of times will have meetings because we see 181 00:13:11.450 --> 00:13:16.399 behaviors in the data that then make us think something's not quite clicking, and 182 00:13:16.840 --> 00:13:20.919 then it's how did we how can we communicate differently, or how is somebody 183 00:13:20.000 --> 00:13:24.399 reading what we're doing? And sometimes it's because a change is made in a 184 00:13:24.519 --> 00:13:30.629 college or like the Honors College and maybe the way that it's being the information 185 00:13:30.789 --> 00:13:35.350 is being received is is not what we intended, and so that ability to 186 00:13:35.590 --> 00:13:39.470 really go back and forth is so critical. And you know, wherever marketing 187 00:13:39.950 --> 00:13:46.019 is housed, I think that it's the it has to be the the oonus 188 00:13:46.100 --> 00:13:48.860 of the enrollment management, chief enrollment officer to say hey, come with me, 189 00:13:50.100 --> 00:13:52.779 partner with me, because if not, you're not going to make the 190 00:13:52.899 --> 00:13:54.580 strides that you need to, you're not going to be able to look at 191 00:13:54.580 --> 00:13:58.330 data and have that inform and really move things forward in the way the institution 192 00:13:58.450 --> 00:14:03.129 wants to, whether the goals or growth goals, or the goals are selectivity 193 00:14:03.169 --> 00:14:05.090 or the shape of the class those are. You know, it has to 194 00:14:05.169 --> 00:14:09.129 be a very close relationship for it to be successful. That's great. I 195 00:14:09.730 --> 00:14:11.879 love the collaborative language in the ways that you're talking about that. I know 196 00:14:13.000 --> 00:14:16.080 that in your comment, Julie, about you know, people come to us 197 00:14:16.120 --> 00:14:18.759 and say we need a billboard. Well, why? And Ethan Braden from 198 00:14:18.759 --> 00:14:22.000 Pretty University, he was guessed on episode one and he kind of talked about 199 00:14:22.000 --> 00:14:24.950 that. You know, we're not short order cooks. I mean the idea 200 00:14:24.990 --> 00:14:28.429 of the marking department is not just here to take your order and go fulfill 201 00:14:28.470 --> 00:14:31.269 it. I mean we need to be, like you said, at the 202 00:14:31.350 --> 00:14:33.870 table. We need to be talking about things, we need to understand the 203 00:14:33.909 --> 00:14:37.509 data, asking the why is the house, the the win and the what 204 00:14:37.669 --> 00:14:41.980 questions, just to be able to be able to really kind of speak and 205 00:14:41.100 --> 00:14:46.500 talk and make strategic decisions, not because, you know, by bringing all 206 00:14:46.539 --> 00:14:48.779 of our strengths to the table, rather than just saying, Oh, well, 207 00:14:48.820 --> 00:14:50.740 you guys are creative, just go do what I want you to do, 208 00:14:50.899 --> 00:14:54.210 because this is the creative I need that I have. No we're all 209 00:14:54.250 --> 00:14:56.009 coming to the table to kind of bring all that together and I think that, 210 00:14:56.690 --> 00:15:00.049 Troy, you talked a little bit about, you know, the agency 211 00:15:00.129 --> 00:15:01.450 model, and Julie made a comment about that. Maybe you can kind of 212 00:15:01.450 --> 00:15:05.049 pick up on ask a few questions about that. Yes, Julie, you 213 00:15:05.409 --> 00:15:11.080 gave a great example of how that works with enrollment. Are there other relationships 214 00:15:11.159 --> 00:15:16.399 or how does that agency model work with other departments as you relate to them? 215 00:15:16.440 --> 00:15:20.710 Yes, we've extended it beyond enrollment. We did mostly start with enrollment 216 00:15:20.750 --> 00:15:28.309 initially, but I also have an account manager who works mostly with housing and 217 00:15:28.509 --> 00:15:33.470 dining, because we do have a lot of opportunity. Are All of our 218 00:15:33.549 --> 00:15:37.659 dorms, or, excuse me, residence halls, or at least they're all 219 00:15:37.700 --> 00:15:41.419 quite new, and but with that comes the obligation to make sure that they're 220 00:15:41.460 --> 00:15:45.259 being used and that we mark at them. And and so one of the 221 00:15:45.299 --> 00:15:48.179 things that she did, for instance, is she figured out that the students 222 00:15:48.179 --> 00:15:52.769 who live on camp empus have a higher GPA and are more likely to graduate 223 00:15:52.850 --> 00:15:56.129 in four years. So suddenly that became a real compelling proof point when we're 224 00:15:56.169 --> 00:16:00.889 talking to families about this is why you want to live on campus, because 225 00:16:00.929 --> 00:16:06.720 there's a there's a real factor there. We also have somebody who is completely 226 00:16:06.799 --> 00:16:11.080 devoted to the current the student success stream, working with current students. So 227 00:16:11.279 --> 00:16:18.309 she is embedded with with that particular group and she helps do everything from text 228 00:16:18.429 --> 00:16:25.590 reminders to students who need to get their advising appointment going to shoe runs the 229 00:16:25.870 --> 00:16:30.710 editorial with some other folks on the PR team for a newsletter that we do 230 00:16:30.870 --> 00:16:34.539 once a week called wildcat rundown that has all the great information that a student 231 00:16:34.620 --> 00:16:37.659 needs to know, and the open rates on that thing are through the roof. 232 00:16:37.779 --> 00:16:41.299 And so you know, she's really good about keeping a pulse on what 233 00:16:41.460 --> 00:16:45.259 do we need to know? Because, you know, I like to say, 234 00:16:45.259 --> 00:16:47.889 at the end of the day, you know, marketing's getting the right 235 00:16:47.970 --> 00:16:51.129 message to the right person at the right time. You're really when you can 236 00:16:51.210 --> 00:16:56.929 most influence them. And so everybody knows their their peace. And then we 237 00:16:56.409 --> 00:17:00.210 have I'm a big believer. I'm a big believer in the daily huddle and 238 00:17:00.330 --> 00:17:03.720 I believe they should be short. It did. They cascade. And so, 239 00:17:03.880 --> 00:17:07.480 for instance, one of the things we do in them every morning at 240 00:17:07.480 --> 00:17:11.519 nine o'clock, we huddle and it doesn't take us more than fifteen minutes and 241 00:17:11.559 --> 00:17:15.640 it's all of my direct reports and then my counterpart, Jadel, who's the 242 00:17:15.640 --> 00:17:18.029 chief communications officer, his direct reports. We get on there, we do 243 00:17:18.109 --> 00:17:22.549 around Robin. We share out with them anything that they need to know. 244 00:17:22.150 --> 00:17:26.549 They share with us any barriers to success, anything that we need to do, 245 00:17:26.109 --> 00:17:32.539 and then what happens is then those people then meet with their direct reports 246 00:17:32.579 --> 00:17:36.619 at ten o'clock and that we and it should never take more than fifteen minutes. 247 00:17:36.940 --> 00:17:41.180 But everybody is aligned that way and there's no surprises. And so that 248 00:17:41.460 --> 00:17:45.329 those are all the ways that, from an agency standpoint, that we're trying 249 00:17:45.369 --> 00:17:49.289 to do it. We also have a creative director who works in the role 250 00:17:49.490 --> 00:17:56.970 of making sure that we're assigning a graphic designers to they're also aligned with account 251 00:17:56.970 --> 00:18:00.279 managers, so the same graphic designer works on a lot of the same accounts 252 00:18:00.359 --> 00:18:07.039 so that they understand and become part of that embedded team. We have videographers, 253 00:18:07.119 --> 00:18:11.799 photographers and all of that works jointly with the PR team and so we're 254 00:18:11.869 --> 00:18:18.150 just in every college as a communicator and then we meet with the college communicators 255 00:18:18.190 --> 00:18:21.069 once a month to share with them anything that we need to share from the 256 00:18:21.069 --> 00:18:25.910 university level. That's great and I'm sure, Christine, that you maybe even 257 00:18:26.349 --> 00:18:30.940 feel the residual as one of the agency clients. But certainly if something's going 258 00:18:30.019 --> 00:18:36.380 on in the housing and on campus realm obviously some of that data that you're 259 00:18:36.420 --> 00:18:37.980 they're hearing, that you're learning, I mean, is is going to help 260 00:18:38.059 --> 00:18:41.339 with transfers, gets to help with, you know, the way that you're 261 00:18:41.420 --> 00:18:44.930 selling the university and maybe even retention to degree. I'm not sure that's part 262 00:18:44.970 --> 00:18:48.609 of your you know, part of your purview, but certainly those things are 263 00:18:48.609 --> 00:18:52.329 going to make a huge difference. Yeah, I think that it really does. 264 00:18:52.450 --> 00:18:55.650 All of the weights. I feel I just said this last week. 265 00:18:55.690 --> 00:18:59.519 I feel like we're really hitting on all cylinders because of the way that the 266 00:18:59.559 --> 00:19:03.599 agency model works and the kind of tentacles going out and then coming back in 267 00:19:03.720 --> 00:19:07.640 and then feeding one another. It's amazing how much Intel and information we have 268 00:19:07.920 --> 00:19:12.549 and how that information then helps inform everything else. Some people think, well, 269 00:19:12.589 --> 00:19:17.269 I'm only focused on this population and this is really what my goal is, 270 00:19:17.990 --> 00:19:22.190 but that population then becomes our current students, and so there has to 271 00:19:22.309 --> 00:19:26.099 be this this seamless process of what are we telling our students from the time 272 00:19:26.220 --> 00:19:30.339 that they're early college, like we're, you know, but we're out in 273 00:19:30.420 --> 00:19:33.819 middle schools? Where are we telling them? How are we sharing just how 274 00:19:33.859 --> 00:19:36.500 do you get to college and that UK can be an option, or just 275 00:19:36.859 --> 00:19:38.930 college in general can be an option? And then, as they get closer, 276 00:19:40.369 --> 00:19:44.250 what are we sharing with them that then hopefully becomes part of what they 277 00:19:44.289 --> 00:19:48.210 experience in their first year into their second as they then graduate and become a 278 00:19:48.250 --> 00:19:52.039 lums. We've leaned into our alumni for that very reason. We want them 279 00:19:52.160 --> 00:19:55.759 close. We want them to know what words, what we're telling we want 280 00:19:55.759 --> 00:19:57.759 to hear from them so then we can see how is it going? How 281 00:19:57.799 --> 00:20:03.440 have we changed and what is this experience like? So to that point, 282 00:20:03.599 --> 00:20:06.960 when we have meetings, that retention meeting, which is a huge broad table, 283 00:20:07.000 --> 00:20:10.309 we have our first time freshman meeting, huge broad table, housing and 284 00:20:10.430 --> 00:20:14.269 dining, will give reports if we see things that are happening in terms of 285 00:20:14.309 --> 00:20:19.309 our LLP applications. So all of these things inform the students across the life 286 00:20:19.349 --> 00:20:25.500 cycle through to graduation or whatever their career plans or life plans are, and 287 00:20:25.819 --> 00:20:30.140 the agency model has really, I think, sped up that knowledge base. 288 00:20:30.420 --> 00:20:33.299 I think Julie you can agree with me that when we both started we knew 289 00:20:33.339 --> 00:20:37.970 we had gems and stories on this campus and we had real hard time surfacing 290 00:20:37.049 --> 00:20:41.890 those. We knew, Oh this student over here and this faculty member over 291 00:20:41.930 --> 00:20:45.970 here. That is because of a lot of Julie and her team's work and 292 00:20:45.130 --> 00:20:48.890 also the way that they're embedded. This college is will say I have a 293 00:20:48.930 --> 00:20:52.759 student that you really need to connect with. Before it would just go off 294 00:20:52.839 --> 00:20:56.039 into what do we do with this and get lost in the ether. And 295 00:20:56.279 --> 00:20:59.039 now, like I said, just feels like we're hitting on all cylinders and 296 00:20:59.079 --> 00:21:02.920 a lot of that has to do with that alignment and embedded nature and then 297 00:21:03.039 --> 00:21:07.630 that idea that we really are trying to keep that brand promise and who UK 298 00:21:07.950 --> 00:21:11.750 is is is this and we want you to experience it. For the right 299 00:21:11.950 --> 00:21:15.390 student, it's going to be a great experience and you will do things that 300 00:21:15.470 --> 00:21:18.859 you didn't think you could do, and so that that piece is is really 301 00:21:18.940 --> 00:21:22.019 critical for us and I think that the way that it's aligned right now has 302 00:21:22.059 --> 00:21:26.660 been extremely helpful in getting us in a very short period of time, very 303 00:21:26.700 --> 00:21:30.579 short period of time, to places. I think we thought it could be 304 00:21:30.220 --> 00:21:33.490 five, six, seven years before we got to this and our were easily 305 00:21:33.569 --> 00:21:37.970 readily, you know, surfacing some of this. That's great, great, 306 00:21:37.009 --> 00:21:42.250 thank you. Wow. We are at the time that we try to keep 307 00:21:42.289 --> 00:21:47.400 it to for every episode, but unfortunately we are only halfway through what we 308 00:21:47.519 --> 00:21:49.680 wanted to cover with the both of you. So we're going to divide this 309 00:21:49.799 --> 00:21:56.839 into a two part episode and Bart we're going to continue on next week for 310 00:21:57.039 --> 00:22:00.920 everyone else, but for us is just going to be about five minutes from 311 00:22:00.920 --> 00:22:04.470 now. So, Julie Christine, thank you and we look forward to everyone 312 00:22:04.549 --> 00:22:11.029 joining us next week on the second part of our conversation with UK. The 313 00:22:11.069 --> 00:22:15.140 High Ed Marketer podcast is sponsored by Taylor solutions and education, marketing and branding 314 00:22:15.180 --> 00:22:21.619 agency and by Think, patented on Marketing Execution, printing and mainly provider of 315 00:22:21.660 --> 00:22:26.140 highered solutions. On behalf of my cohost, barred Taylor, I'm troy singer. 316 00:22:26.619 --> 00:22:32.329 Thank you for joining us. You've been listening to the Higher Ed Marketer. 317 00:22:33.049 --> 00:22:36.329 To ensure that you never miss an episode, subscribe to the show in 318 00:22:36.450 --> 00:22:41.289 your favorite podcast player. If you're listening with apple PODCASTS, we'd love for 319 00:22:41.410 --> 00:22:44.640 you to leave a quick rating of the show. Simply tap the number of 320 00:22:44.720 --> 00:22:47.960 stars you think the podcast deserves. Until next time,