Welcome to our new website!
Nov. 30, 2021

Mission-Fit Students: Graduate & Seminary Enrollment Marketing

Mission-Fit Students: Graduate & Seminary Enrollment Marketing

There’s a degree of simplicity to enrollment marketing in the undergraduate world. The schools have the luxury of buying lists to recruit students.

When it comes to grad school and seminary enrollment, it isn’t quite so easy.

In this episode, we talk with Kevin Bish, VP of Enrollment Management and Student Services at Asbury Theological Seminary, about how to identify mission-fit students who will thrive at your institution and how to recruit them.

Join us as we discuss:

- Asbury’s approach for identifying mission-fit grad students

- Helping potential students find their mission statements

- Finding the ideal student through a stick figure exercise

- Using the institution’s 100th anniversary in enrollment campaigns

Contact Kevin: kevin.bish@asburyseminary.edu

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

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

The Higher Ed Marketer podcast is 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 00:00:00.040 --> 00:00:03.520 Student see through US faster today than ever before. Is when we send out 2 00:00:03.560 --> 00:00:07.349 marketing. This not authentic. Be True to yourself, be true to your 3 00:00:07.389 --> 00:00:12.789 mission, and you will be blessed in your enrollment. You were listening to 4 00:00:12.869 --> 00:00:17.269 the Higher Ed Marketer, a podcast geared towards marketing professionals in higher education. 5 00:00:18.309 --> 00:00:22.780 This show will tackle all sorts of questions related to student recruitment, don'tor relations, 6 00:00:23.019 --> 00:00:26.980 marketing trends, new technologies and so much more. If you are looking 7 00:00:26.980 --> 00:00:31.100 for conversations centered around where the industry is going, this podcast is for you. 8 00:00:32.020 --> 00:00:39.609 Let's get into the show. Welcome to the High Red Marketer podcast. 9 00:00:39.850 --> 00:00:43.250 My name is troy singer and, as always, I'm here with Bart Taylor, 10 00:00:43.329 --> 00:00:46.609 my partner in creation. Each week, what we try to do is 11 00:00:46.609 --> 00:00:51.880 identify higher red marketers that we feel that our listeners could learn from, be 12 00:00:52.000 --> 00:00:56.640 entertained from and pull away with a better sense of how to do their job 13 00:00:57.159 --> 00:01:02.640 within their daytoday. Today we get to talk to Kevin Bish about Grad school 14 00:01:02.759 --> 00:01:07.030 and seminary enrollment marketing. Yeah, Troy, Kevin is a is a friend 15 00:01:07.030 --> 00:01:10.069 of mine that I've known for several years. He's vice president enrollment marketing at 16 00:01:10.069 --> 00:01:15.069 Asbury Seminary in Kentucky and thought we had to bring him on because I have 17 00:01:15.109 --> 00:01:18.430 a lot of different folks that are constantly asking me about, you know, 18 00:01:18.620 --> 00:01:23.859 the specifics of maybe a Dalton graduate studies or a Dalton Seminary Graduate School type 19 00:01:23.859 --> 00:01:30.019 of marketing. It's going to be different because there's not search campaigns like historically 20 00:01:30.019 --> 00:01:34.010 you might see in traditional Undergrad with sats and acts. It starts to really 21 00:01:34.010 --> 00:01:37.250 kind of focus in a little bit more on mission fit and how to really 22 00:01:37.769 --> 00:01:42.329 focus in on understanding the the right fit audience that you want to go after, 23 00:01:42.409 --> 00:01:47.159 and so Kevin does a good job of giving us some real tactical elements 24 00:01:47.239 --> 00:01:51.319 of how they're achieving that at Asbury and I think there's a lot of really 25 00:01:51.319 --> 00:01:53.200 good things for takeaways. Even if you're not a seminary, I would encourage 26 00:01:53.239 --> 00:01:57.159 to listen to it because I think that a lot of what he's talking about 27 00:01:57.159 --> 00:02:01.069 is relevant for just about any graduate type of program that you might be marketing. 28 00:02:02.269 --> 00:02:09.430 Thank you, Bart. Now for a conversation with Kevin Bish. It's 29 00:02:09.509 --> 00:02:15.550 my pleasure to welcome Kevin Bish, vice president of enrollment management and student services 30 00:02:15.590 --> 00:02:21.979 at Asbury theological seminary, to the highered marketer podcast. Welcome, Kevin. 31 00:02:22.659 --> 00:02:27.060 Thank you. Try Glad to be here. Kevin, to frame our conversation 32 00:02:27.180 --> 00:02:30.490 for today, if you can tell a little bit about yourself and, more 33 00:02:30.569 --> 00:02:36.650 importantly, about asberry. Sure I've had to privilege of being at Asbury for 34 00:02:36.729 --> 00:02:39.930 about the last twelve years. I was actually one of the first hires that 35 00:02:39.969 --> 00:02:44.879 are new president at that time was Dr Timothy Tenant made, and that was 36 00:02:45.000 --> 00:02:50.960 a strategic hire because of originally there was no vice president of enrollment management at 37 00:02:51.000 --> 00:02:54.319 the seminary and I think that was a neat time where Dr Tennant felt like 38 00:02:54.520 --> 00:02:58.949 we needed to have someone who came to work each day and thought about the 39 00:02:59.069 --> 00:03:01.389 enrollment process. So I was one of the first hires that he made and 40 00:03:01.509 --> 00:03:06.669 it's been a real joy to be at the seminary during these last twelve years. 41 00:03:07.110 --> 00:03:10.509 I'm also have a lot of experience in nonprofit management. I've worked around 42 00:03:10.550 --> 00:03:15.900 Twenty Eight Plus Years and nonprofit higher education had the opportunity to work a lot 43 00:03:15.979 --> 00:03:19.819 in advancement as well as in the enrollment management area. I'm married, got 44 00:03:19.900 --> 00:03:23.860 three great kids and just happy to be with you guys today. Thank you, 45 00:03:23.939 --> 00:03:28.090 Kevin, and if you can give us the size of that asberry, 46 00:03:28.289 --> 00:03:32.449 and many people probably know this, but it is not an undergraduate school, 47 00:03:32.569 --> 00:03:37.449 it's postgraduate degree. Tell us a little bit about that please. Yeah, 48 00:03:37.569 --> 00:03:42.639 correct. So we serve master's degrees as well as doctorate degrees. At the 49 00:03:42.719 --> 00:03:46.680 seminary. We roughly we're around eighteen hundred students. As past fall we started 50 00:03:46.719 --> 00:03:50.039 at one seventeen hundred and fifty nine students and the year before we were around 51 00:03:50.199 --> 00:03:53.280 eighteen o six, and so we've had steady and growment, enrollment growth over 52 00:03:53.319 --> 00:03:57.030 the last seven years, you know, and that's kind of where we've been 53 00:03:57.069 --> 00:04:00.750 position. We think we're kind to be staying at that optimal enrollment level of 54 00:04:01.229 --> 00:04:04.669 being around one thousand eighteen hundred mark. That's great, Kevin. I appreciate 55 00:04:04.789 --> 00:04:08.030 being here and I know that we've known each other for a while now and 56 00:04:08.069 --> 00:04:11.500 I just can one of the things I often find when I'm engaging with with 57 00:04:11.939 --> 00:04:14.379 different folks and some of my clients, to be honest with you, as 58 00:04:14.860 --> 00:04:18.579 is the challenge there is and really doing marketing high and marketing for for graduate 59 00:04:19.300 --> 00:04:23.139 degrees. And I think there's a challenge there because I think so many times 60 00:04:23.139 --> 00:04:27.810 undergraduate have gotten used to being able to purchase lists, you know, sat 61 00:04:28.329 --> 00:04:30.769 you know act lists and being able to do that, and that's obviously been 62 00:04:31.089 --> 00:04:34.449 challenging. And you know, we had James Steen from Houston Baptist on a 63 00:04:34.490 --> 00:04:39.079 few episodes ago talking about kind of going test optional, and so that's going 64 00:04:39.079 --> 00:04:43.160 to start to change the landscape for undergrads. But those, those tests and 65 00:04:43.279 --> 00:04:46.800 buying those lists don't necessarily they don't exist necessarily in the Grad world. So 66 00:04:47.160 --> 00:04:50.920 tell us a little b about how you how you find mission fit Grad students 67 00:04:51.079 --> 00:04:55.550 to to recruit, especially at this size that you are. I mean one 68 00:04:55.550 --> 00:05:00.350 thousand eighteen hundred students. You're you're filling a pretty large incoming class every every 69 00:05:00.430 --> 00:05:03.709 fall. Yeah, we're roughly bringing in around four hundred to five hundred and 70 00:05:03.750 --> 00:05:09.620 fifteen, somewhere in that category, students to maintain that that particular number. 71 00:05:09.660 --> 00:05:12.699 And you know we've talked about this often bart over the years. It is 72 00:05:12.819 --> 00:05:15.699 it's a it's a real struggle for us because, you know, just because 73 00:05:15.740 --> 00:05:20.300 someone graduates from an undergraduate institutions with a degree doesn't mean that they're necessary looking 74 00:05:20.339 --> 00:05:26.250 at theological education, and so that's something and my prior life, when I 75 00:05:26.290 --> 00:05:28.730 was working in the undergraduate world. It was great to be able to buy 76 00:05:28.889 --> 00:05:33.170 list and look at sat scores and put different programming together and since of marketing. 77 00:05:33.250 --> 00:05:36.160 But you know, the challenge here is really trying to find that and 78 00:05:36.279 --> 00:05:41.480 so you know, there's no one silver bullet or one simple answer other than 79 00:05:41.600 --> 00:05:46.600 we really try to identify what types of students would flourish at our institution and 80 00:05:46.639 --> 00:05:49.189 then and how do we get to them? So, for instance, denominational 81 00:05:49.509 --> 00:05:54.029 support is one way we do that. We work with a lot of different 82 00:05:54.069 --> 00:05:58.389 denominations. Matter of fact, Asbury serves around eighty eight different denominations, and 83 00:05:58.550 --> 00:06:01.189 so we work a lot with denominational leaders because a lot of times they know 84 00:06:02.029 --> 00:06:06.860 and have their eye on certain individuals that were likely have a high probability at 85 00:06:06.860 --> 00:06:11.300 least of coming to seminary. The other thing is our alumni base. You 86 00:06:11.339 --> 00:06:15.819 never want to overlook your alumni, your we have over tenzero alumni and they 87 00:06:15.939 --> 00:06:18.089 love their for the most part, love their experience at Asbury and they're a 88 00:06:18.129 --> 00:06:24.050 huge resource for so we track references and referrals and a lot of times will 89 00:06:24.089 --> 00:06:29.810 find our alumni have been a key role in helping us identify future students and 90 00:06:29.930 --> 00:06:32.600 I think that sometimes even as you're bringing those four five hundred students in, 91 00:06:33.439 --> 00:06:36.920 and especially from a theological and seminary education. I mean a lot of these 92 00:06:38.000 --> 00:06:42.279 people are being called by God to come and do do their education, but 93 00:06:42.399 --> 00:06:45.319 some of them might be a little hazy on what that call might look like 94 00:06:45.439 --> 00:06:48.189 and where that is. How do you guys help even in the recruitment process, 95 00:06:48.310 --> 00:06:50.550 because I'm sure that there are some people are like, well, I 96 00:06:50.589 --> 00:06:54.509 kind of feel calling, but I'm not sure you know that. That's a 97 00:06:54.509 --> 00:06:57.069 little bit different than saying I kind of feel like going college but I'm not 98 00:06:57.149 --> 00:07:00.269 sure. I mean, how do you kind of help? How's your admissions 99 00:07:00.269 --> 00:07:02.379 team in your marketing help with that? Yeah, that's a million dollar question 100 00:07:02.500 --> 00:07:05.620 there. You know, one of the things that's really challenging is the age 101 00:07:05.660 --> 00:07:10.220 spectrum on which we work. So we have those students that are fresh outs, 102 00:07:10.259 --> 00:07:12.540 are Undergrad twenty three, twenty four years old, and then we go 103 00:07:12.699 --> 00:07:15.170 clear up into our six these and so that's a wide spectrum. We also 104 00:07:15.170 --> 00:07:19.490 see a large bivocational group. A lot of them maybe already be in ministry 105 00:07:19.569 --> 00:07:24.250 and just looking for credentialing at some level. So that's a much different approach. 106 00:07:24.290 --> 00:07:27.889 But let's just focus on the younger younger students day, those students that 107 00:07:27.930 --> 00:07:31.199 are just out of their Undergrad and are challenge with that. We identified real 108 00:07:31.240 --> 00:07:36.319 quick when I started at the institution that a lot of time students knew that 109 00:07:36.519 --> 00:07:41.680 seminary, they had to attend seminary if they were serious about going into ministry, 110 00:07:41.720 --> 00:07:46.269 especially working for one of the mainline denominations. But that what we found 111 00:07:46.269 --> 00:07:48.629 out very quickly. They were struggling with was that call that you were talking 112 00:07:48.670 --> 00:07:53.430 about and they're trying to figure out if we could answer their calling component, 113 00:07:53.990 --> 00:07:57.629 for instance, then we could overcome a lot of the obstacles that would prevent 114 00:07:57.709 --> 00:08:01.180 them potentially of not coming to the seminary. So we talked about inform of 115 00:08:01.379 --> 00:08:05.860 a missional enrollment and we talked about the ideal student and we're just really trying 116 00:08:05.899 --> 00:08:11.100 to identify what we think are the attributes, in characteristics of a student that 117 00:08:11.180 --> 00:08:16.050 would thrive at the institution, and so we start with that in mind. 118 00:08:16.209 --> 00:08:20.689 We do a lot of different exercises. Actually don't draw stick figure of a 119 00:08:20.769 --> 00:08:24.529 person on the wall and we talked about if you can't use words and only 120 00:08:24.610 --> 00:08:28.600 pictures describe the type of person that we're looking for at the seminary. So, 121 00:08:28.759 --> 00:08:31.519 for instance, a lot of times you'll see ears, you know, 122 00:08:31.759 --> 00:08:35.080 drawn on the person. So they have ears to hear what's going on around 123 00:08:35.159 --> 00:08:37.519 them. They have a heart of service for God, so draw a heart. 124 00:08:37.919 --> 00:08:41.350 They'll have big shoes on. They have feet to walk out what God's 125 00:08:41.389 --> 00:08:43.669 calling him to do. And so then we take that and we lay that 126 00:08:43.750 --> 00:08:48.470 into the recruitment and our marketing plan then saying what are those key things that 127 00:08:48.590 --> 00:08:52.830 we want to translate? If you have these types of attributes, you're heading 128 00:08:52.870 --> 00:08:56.379 done that right track of being someone that could come to Asbury and have an 129 00:08:56.419 --> 00:09:01.740 amazing experience and thrive there. It's it doesn't do us any good to bring 130 00:09:01.820 --> 00:09:05.940 in students that's going to struggle with who we are want first and foremost, 131 00:09:05.940 --> 00:09:09.169 but then struggle continually struggle with who they are and are calling with God's placed 132 00:09:09.250 --> 00:09:11.610 on our life. So we try to do a lot of stuff with that 133 00:09:11.850 --> 00:09:16.850 up front. Our Roman advisors are a little bit different their recruiters, but 134 00:09:16.049 --> 00:09:22.289 they also continue on as their academic advisor. So we eliminate one of those 135 00:09:22.330 --> 00:09:26.759 handoffs that usually happens in the traditional model where the recruiter goes out on the 136 00:09:26.840 --> 00:09:31.840 road meets with them and then then they turn them over to the academic advisor 137 00:09:31.919 --> 00:09:35.679 and there's that odd handoff where they're the recruiter knows everything about them and the 138 00:09:35.759 --> 00:09:39.830 advisor knows a little bit about them but not enough to really make that connection. 139 00:09:39.950 --> 00:09:43.470 So we've taken that out of there, and so the recruiter and the 140 00:09:43.549 --> 00:09:50.149 enrollment or the advisor is the same individual, and so we've eliminated that awkward 141 00:09:50.149 --> 00:09:54.620 handoff and what we've seen is a much higher retention rate, especially past those 142 00:09:54.659 --> 00:10:00.340 first initial fifteen hours, because of the connection of relationship. And so when 143 00:10:00.340 --> 00:10:01.820 they get into their first class and they say man, this is hard and 144 00:10:01.860 --> 00:10:05.940 I thought it was going to be more difficult, we focus back on the 145 00:10:05.019 --> 00:10:11.009 relationship component it and that seems to really help with the calling component and they 146 00:10:11.049 --> 00:10:13.769 can say now you know when I talk to you back and whatever will. 147 00:10:13.769 --> 00:10:18.929 We were talking about events and such, or you're calling. You said this 148 00:10:20.169 --> 00:10:22.600 to me. Did that change? And a lot of times we know you're 149 00:10:22.600 --> 00:10:24.759 right. Thanks for that call out. I really appreciate it. Yeah, 150 00:10:26.360 --> 00:10:28.919 that's great. I think that that. We had nate Simpson from the Gates 151 00:10:28.919 --> 00:10:33.200 Foundation on a couple weeks ago and he was talking about the I forget how 152 00:10:33.240 --> 00:10:37.750 he described it, but just the the travesty sometimes where we try it. 153 00:10:37.830 --> 00:10:39.629 We work so hard to get a student in and then, like you said, 154 00:10:39.629 --> 00:10:43.710 a lot of times those handoffs or fumbled or things happen and we really 155 00:10:43.909 --> 00:10:48.950 end up losing them from retention, from other from a whole host of reasons. 156 00:10:48.350 --> 00:10:50.500 So I really like that idea of being able to kind of have the 157 00:10:50.580 --> 00:10:54.379 same recruiter and then turning into advisor for those students. That really I'm sure 158 00:10:54.419 --> 00:10:58.059 that does kind of build that bridge. And so just one last question. 159 00:10:58.100 --> 00:11:01.259 I'm thinking about just kind of finding these mission fit Grad students. Is the 160 00:11:01.340 --> 00:11:05.289 idea we talked a little bit before the recording, with the idea of, 161 00:11:05.570 --> 00:11:07.970 you know, I was I was looking at your website if a few weeks 162 00:11:07.970 --> 00:11:11.809 ago with another client, a very small seminary, just trying to help them 163 00:11:11.850 --> 00:11:15.690 understand the importance of, you know, the way that you want to present 164 00:11:15.730 --> 00:11:18.720 your tuition information. I was I was impressed with the way that Asbury does 165 00:11:18.759 --> 00:11:22.720 their tuition presentation on the website. I'm not going to go into too many 166 00:11:22.759 --> 00:11:26.279 details on that, but I think that there are elements in the marketing that 167 00:11:26.399 --> 00:11:31.600 you're doing whether it's the way that you're presenting your tuition so that people understand 168 00:11:31.720 --> 00:11:35.149 you compared to other markets and cost of living and things like that. There's 169 00:11:35.429 --> 00:11:39.149 beyond just the tuition but also just you've made a comment about you know, 170 00:11:39.230 --> 00:11:41.950 you're basing a lot of the decisions on your marketing and you've just already outlined 171 00:11:41.990 --> 00:11:45.629 that a little bit with the mission fit student. But you're basing a lot 172 00:11:45.629 --> 00:11:48.379 of that of just understanding the market and the context of where these students are 173 00:11:48.460 --> 00:11:52.460 and what's around them. Maybe talk a little bit about that. Yeah, 174 00:11:52.500 --> 00:11:56.779 well, we realize most of the students that are looking at Asbury there we 175 00:11:56.899 --> 00:12:01.610 have used a one of two categories, and usually the first categories they're fully 176 00:12:01.649 --> 00:12:05.250 committed to come to Asbury. They went to a particular church in the pastor 177 00:12:05.610 --> 00:12:09.889 that's that happened to be the pastor there's and Asbury graduate or there are some 178 00:12:11.049 --> 00:12:13.490 other connection to an alum or a board member or maybe a book that a 179 00:12:13.610 --> 00:12:18.000 faculty member wrote. And that doesn't mean we don't want to market to them 180 00:12:18.039 --> 00:12:20.799 and still communicate with them. It just means it's maybe a little bit different, 181 00:12:20.879 --> 00:12:24.240 almost like an insider approach versus an outsider approach. But then we know 182 00:12:24.360 --> 00:12:28.399 we have this other group that says they're like we talked about, they're struggling 183 00:12:28.399 --> 00:12:31.509 with that call of God on their life and they know they need to go 184 00:12:31.590 --> 00:12:33.990 to seminary and they may not even know a whole lot about seminary and they 185 00:12:35.070 --> 00:12:37.750 just know it's a graduate program. But what does that all on tail? 186 00:12:37.830 --> 00:12:39.509 And so those are types some of the things that you know, when we're 187 00:12:39.549 --> 00:12:43.190 looking at so okay, so what do they need to hear from us in 188 00:12:43.379 --> 00:12:46.419 regards to making these types of decisions? We sure don't want it to come 189 00:12:46.460 --> 00:12:50.019 down just a simple tuition pricing. You know, of course we need to 190 00:12:50.059 --> 00:12:54.820 talk about that. They need to know what what the return under investments going 191 00:12:54.860 --> 00:12:56.860 to be? How much is it going to cost them? What's the time 192 00:12:56.980 --> 00:12:58.929 commitment? How many hours is it going to take? But we also want 193 00:12:58.929 --> 00:13:01.649 to talk about the whole process. You know, we take a lot of 194 00:13:01.730 --> 00:13:05.850 pride at the institution talking about formation, for instance. A lot of schools 195 00:13:05.889 --> 00:13:11.009 talk about formation, but we take a really deep dive into the formational approach 196 00:13:11.370 --> 00:13:13.360 at Asbury. So we want to talk a lot about that. We're just 197 00:13:13.559 --> 00:13:18.360 right now in the process of making some really big moves and talking about the 198 00:13:18.480 --> 00:13:22.679 whole person formation. So just not just the academic side or not just a 199 00:13:22.879 --> 00:13:28.110 spiritual side, but also that professional side is one area, because we understand 200 00:13:28.149 --> 00:13:31.870 that that's becoming something of a big reality to them when they leave the seminary, 201 00:13:31.909 --> 00:13:35.549 as they want to know more about how to lead the church from even 202 00:13:35.710 --> 00:13:41.019 as this perspective great, and I think the exercise that you referred to before, 203 00:13:41.220 --> 00:13:46.940 the stick figure and finding that ideal student, that's also something that probably 204 00:13:46.980 --> 00:13:52.139 benefits the student and as you're trying to identify that student's mission statement why they 205 00:13:52.179 --> 00:13:56.169 are there, can you tell us a little bit about your philosophy and approach 206 00:13:56.250 --> 00:14:01.289 and how that helps in the long run with the students that come to Asbury? 207 00:14:01.970 --> 00:14:05.809 Well, I think anytime you start answering their questions and tearing down barriers 208 00:14:05.970 --> 00:14:11.279 that they have, it just makes the decision process that much easier and I 209 00:14:11.399 --> 00:14:13.039 think it also makes it that much clearer that they know they're making the right 210 00:14:13.159 --> 00:14:16.799 decision in that so we spend again, we try to spend as much one 211 00:14:16.879 --> 00:14:20.639 on one time with them. We try to drive students to campus. You 212 00:14:20.720 --> 00:14:24.429 know, just like most campus visitation programs, you'll get eighty five to ninety 213 00:14:24.470 --> 00:14:30.190 percent easily if they come to empus and actually see the product and get to 214 00:14:30.269 --> 00:14:33.149 experience the classroom and go to one of our chapel services. You know, 215 00:14:33.190 --> 00:14:37.549 again, we have a rich community at Asbury, especially in our residential campus 216 00:14:37.659 --> 00:14:41.980 in Willmore Kentucky, but also, you know, we're looking to how they 217 00:14:41.980 --> 00:14:45.539 implement that even more in our extension sites and even in the online environment, 218 00:14:45.620 --> 00:14:50.259 especially today with all this zoom technology and some of the advances that covid did 219 00:14:50.659 --> 00:14:54.009 and provided to us. Is it we're trying to be more facetoface and more 220 00:14:54.090 --> 00:14:58.970 relational and how we communicate. Try to use some of our customer relation management 221 00:14:58.049 --> 00:15:03.610 software and some of our other techniques to just really over communicate a lot with 222 00:15:03.730 --> 00:15:07.399 students about what's important to them. We just finished a call book actually is 223 00:15:07.440 --> 00:15:13.399 another part of our why where it actually it's a particular passage of scripture that 224 00:15:13.480 --> 00:15:16.240 we're using. Then we have a factor. We ever talked about that in 225 00:15:16.279 --> 00:15:20.759 the sense of calling, but then we also have a real life testimony of 226 00:15:20.919 --> 00:15:24.789 somebody that that particular passage fits perfectly in to the calling that they have on 227 00:15:24.870 --> 00:15:30.909 their life and why they selected Asbury in that decisionmaking process. So we're getting 228 00:15:30.909 --> 00:15:33.429 ready to launch that, hopefully here by the end of the month. That's 229 00:15:33.549 --> 00:15:39.659 great and I know we'd also been talking about you. Obviously you talked about 230 00:15:39.659 --> 00:15:43.379 your your tenure there Asbury, but there's Asbury has been around for a while. 231 00:15:43.379 --> 00:15:46.299 I'm get coming up on a hundred years. So tell us a little 232 00:15:46.299 --> 00:15:48.860 bit about you know a lot of schools are kind of celebrating milestones different areas 233 00:15:48.940 --> 00:15:52.809 like that, but how are you planning on leveraging that in your recruitment, 234 00:15:52.850 --> 00:15:56.330 in your messaging? I think there's different ways to do that. I'm just 235 00:15:56.450 --> 00:15:58.370 curious if you can tell us that. I mean maybe it's a secret, 236 00:15:58.409 --> 00:16:00.929 but you can tell a little bit. Well, some of it's probably a 237 00:16:02.049 --> 00:16:03.799 secret, but but a lot of it's just good, good practice. I 238 00:16:03.960 --> 00:16:08.559 think so because of the obviously we're at an ex higher it institution and we 239 00:16:08.679 --> 00:16:12.399 walk off an academic year. It actually falls on the next year, two 240 00:16:12.440 --> 00:16:17.519 thousand and twenty to twenty three year, but the actual celebration or the actual 241 00:16:17.559 --> 00:16:19.909 Hundred Years Actually two thousand and twenty three. But I've also been in the 242 00:16:19.990 --> 00:16:25.070 process of redoing our view book. We're making some changes to our website and 243 00:16:25.190 --> 00:16:29.350 we're also creating some what I call lobby banners for each one of our sites 244 00:16:29.470 --> 00:16:33.820 and we're already starting to do some teaser so speak, in our legacy to 245 00:16:33.899 --> 00:16:37.259 talk about the hundred years. And then June of next year then we'll watch 246 00:16:37.340 --> 00:16:41.980 really heavy into a fullblown kind of campaign around the hundred year celebration. But 247 00:16:41.100 --> 00:16:45.220 the idea is, though, obviously it's a big deal for a seminary to 248 00:16:45.340 --> 00:16:48.370 be around for a hundred years and to be thriving at this in this season, 249 00:16:48.450 --> 00:16:52.169 and so we're really excited about telling our story but, more importantly, 250 00:16:52.210 --> 00:16:56.490 bringing along a lot of people who have come alongside us over the years, 251 00:16:56.929 --> 00:17:00.649 and and so that's going to be with board members and alumni from around the 252 00:17:00.730 --> 00:17:03.200 world. We're actually got to be doing a lot of different types of events. 253 00:17:03.279 --> 00:17:07.480 Some of them will actually will be global as well as here locally, 254 00:17:07.519 --> 00:17:10.599 and the idea is a lot of it's probably more branding than it is actual 255 00:17:11.839 --> 00:17:15.680 recruitment, but of course you know they're interconnected at some level. You can't 256 00:17:15.710 --> 00:17:18.710 discard one from the other. So we're real excited about the hundred years. 257 00:17:19.269 --> 00:17:22.549 Dr Ten. Then it's spending a lot of time and investment and putting that 258 00:17:22.670 --> 00:17:26.470 together he's fully committed to that. It will also be celebrating the wrap up 259 00:17:26.509 --> 00:17:32.980 of our comprehensive campaign at the same time. So we're celebrating our enrollment, 260 00:17:33.019 --> 00:17:36.900 we're going to be celebrating the wrap up of our comprehensive campaign and then we'll 261 00:17:36.900 --> 00:17:41.299 be celebrating all that together as part of the hundred year celebration. That's great 262 00:17:41.339 --> 00:17:44.289 and I love the fact that you mentioned that it's going to be a three 263 00:17:44.329 --> 00:17:48.289 year celebration. I remember, I don't remember when it was, but it 264 00:17:48.329 --> 00:17:52.849 was either Disney or Mickey or something like that. I mean they have always 265 00:17:52.890 --> 00:17:55.089 done that. It's like, you know, you start a year before and 266 00:17:55.130 --> 00:17:59.039 kind of build it up that year of you celebrate that and then the following 267 00:17:59.079 --> 00:18:02.000 year you continue to celebrate it until the next one. And so, you 268 00:18:02.079 --> 00:18:04.240 know, if schools have that coming up, I would encourage them to think 269 00:18:04.279 --> 00:18:07.319 that way. And then I love the fact too, that either end or 270 00:18:07.359 --> 00:18:11.910 start a capital campaign around those major milestones. To a is another another tactic 271 00:18:11.950 --> 00:18:15.190 that I've seen in high had marketing that works really well. So very good. 272 00:18:15.230 --> 00:18:19.069 Yeah, that was that was actually part of our strategic plan as well. 273 00:18:19.190 --> 00:18:22.190 So, in other words, when Dr Tenne came here. That was 274 00:18:22.230 --> 00:18:25.630 the first thing we did and we had the we look down the road that 275 00:18:25.869 --> 00:18:29.140 far about ten years ago and said this is what we want the end resolve 276 00:18:29.180 --> 00:18:32.220 to be and it was a capstone around the hundred year anniversary. That's great, 277 00:18:32.259 --> 00:18:36.539 very good. As we wrap up the episode, Kevin, we always 278 00:18:36.539 --> 00:18:40.579 ask the question, is there a thought or maybe a quick tip that you 279 00:18:40.619 --> 00:18:47.769 can leave your fellow marketers or enrollment executives with that you feel that to be 280 00:18:47.849 --> 00:18:52.690 either immediately implemented or a thought that they could take away that will make a 281 00:18:52.769 --> 00:18:56.000 difference in their day to day yeah, I probably leave it with a thought. 282 00:18:56.039 --> 00:19:00.240 I love a there's a Zig zigler quote that I love. It says 283 00:19:00.240 --> 00:19:03.559 if you aim at nothing, you'll hit it every time, and I think 284 00:19:03.599 --> 00:19:07.440 that's really important to people enrollment manage today. I mean we're living in a 285 00:19:07.640 --> 00:19:11.990 disruptive environment more than ever before and, you know, being doing this as 286 00:19:11.029 --> 00:19:15.190 long as I have, we used to say the ball of education roll slowly 287 00:19:15.269 --> 00:19:18.910 and change and adaption, and now it's really rolling at box speed and so 288 00:19:18.309 --> 00:19:22.390 you know, I'd really encourage people, instead of trying to do the shotgun 289 00:19:22.430 --> 00:19:26.380 approach and going after everything, really become a focused right for or laser and 290 00:19:26.539 --> 00:19:32.299 focus on what you're good at and be authentic about it. One thing studency 291 00:19:32.460 --> 00:19:34.980 through US faster today than ever before is when we send out marketing. This 292 00:19:36.180 --> 00:19:38.690 not authentic. Be True to yourself, be true to your mission, and 293 00:19:40.289 --> 00:19:42.809 you will be blessed in your enrollment. That is wonderful and thank you so 294 00:19:44.009 --> 00:19:48.289 much for the blessings that you gave us few your time and your talent and 295 00:19:48.450 --> 00:19:51.890 wisdom today, Kevin. If someone would like to reach out to you for 296 00:19:52.009 --> 00:19:55.640 any reason, will be the best way for them to do so? Yeah, 297 00:19:55.640 --> 00:19:57.519 I think the probably the best one to be just my email at Kevin 298 00:19:57.960 --> 00:20:03.720 Dot bish bish at asbury seminary dot Edu. Thank you, Kevin. You're 299 00:20:03.759 --> 00:20:08.349 welcome, barn. Do you have any closing comments? Yeah, I just 300 00:20:08.390 --> 00:20:11.309 wanted to point out a couple things that Kevin said just for everybody to kind 301 00:20:11.349 --> 00:20:15.829 of think about or either go back and view it again listen to it again. 302 00:20:15.910 --> 00:20:18.950 But just this whole idea of really being able to take a look at 303 00:20:18.990 --> 00:20:22.819 how mission fit is working for your campus, whether you're an Undergrad, whether 304 00:20:22.859 --> 00:20:26.940 you're a seminary graduate school. You're really going to go after those mission fit 305 00:20:26.059 --> 00:20:29.740 and you know, one of the things word that Kevin didn't use, but 306 00:20:29.819 --> 00:20:34.259 obviously the stick figure was a persona exercise figuring out who your personas are, 307 00:20:34.660 --> 00:20:38.930 who you're going to market to, understand their attributes and their traits and then 308 00:20:40.170 --> 00:20:44.130 really, you know, develop your messaging and all of your voice around that 309 00:20:44.250 --> 00:20:47.569 so that that really attracts them. And I also like the fact of what 310 00:20:47.650 --> 00:20:51.279 they're doing with the calling book. You know, there's questions their perspective, 311 00:20:51.319 --> 00:20:56.079 students are asking, and so I'm a big believer and in Jay bear and 312 00:20:56.119 --> 00:20:59.240 the book utility, where he really outlines the fact that, you know, 313 00:20:59.599 --> 00:21:03.630 those those organizations that tell people provide answers to the questions that people have, 314 00:21:03.750 --> 00:21:07.349 are where you're going to see success. And so what Kevin and Asbury are 315 00:21:07.349 --> 00:21:11.150 doing and basically saying people have a lot of question about their calling. So 316 00:21:11.269 --> 00:21:15.150 if we can provide them answers around that, that's not only going to endure 317 00:21:15.230 --> 00:21:18.859 them to us and our brand, but it's also going to help them along 318 00:21:18.900 --> 00:21:22.579 their path, whether they choose to come to to Asbury or not. And 319 00:21:22.660 --> 00:21:25.059 then, finally, I really love the idea of, you know, thinking 320 00:21:25.099 --> 00:21:27.500 creatively and outside of the box, of using your recruiters to also be your 321 00:21:27.980 --> 00:21:33.730 your advisers moving forward. The relationships today are so critical and I think as 322 00:21:33.769 --> 00:21:40.730 we move down the generations from boomer to xt millennials to to Z, that 323 00:21:41.210 --> 00:21:45.730 that importance of relationship gets even tighter. You know, it's kind of funny 324 00:21:45.730 --> 00:21:48.960 because I think people always joked about while you've got, you know, five 325 00:21:48.079 --> 00:21:52.880 thousand facebook friends, but I think even more today relationships, because we have 326 00:21:53.240 --> 00:21:57.039 so many ways to do them, are becoming even more true when they're authentic, 327 00:21:57.079 --> 00:22:00.680 and I think that was another term that Kevin us. So those are 328 00:22:00.720 --> 00:22:03.470 just a couple thoughts that I have just to kind of wrap everything up, 329 00:22:03.029 --> 00:22:07.069 way to put an exclamation point on it. Thanks again, Bart Kevin. 330 00:22:07.509 --> 00:22:11.269 Look forward to seeing you in the future. That wraps up another episode of 331 00:22:11.309 --> 00:22:15.579 the High Ed Marketer Podcast, which is brought to you by Klo Solutions, 332 00:22:15.900 --> 00:22:22.380 which is an education the marketing branding agency and, by think patented. We 333 00:22:22.539 --> 00:22:29.859 are a marketing execution company specializing in printing and mailing for Higher Ed marketers. 334 00:22:30.289 --> 00:22:33.970 On behalf of my cohost, Bart Kaylor, I am choice singer. Thank 335 00:22:33.009 --> 00:22:40.130 you for joining us. You've been listening to the Higher Ed Marketer to ensure 336 00:22:40.170 --> 00:22:44.359 that you never miss an episode subscribe to the show in your favorite podcast player, 337 00:22:45.240 --> 00:22:48.480 if you're listening with apple podcasts. We'd love for you to leave a 338 00:22:48.519 --> 00:22:52.039 quick rating of the show. Simply tap the number of stars you think the 339 00:22:52.079 --> 00:22:53.559 podcast deserves. Until next time,