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May 4, 2021

More Than Just Words: How Your Marketing Strategy Can Promote Equity

More Than Just Words: How Your Marketing Strategy Can Promote Equity

Those universities that prepared to go virtual and did it well are now reaping the benefits of the trust that they earned from parents and students.

What sets those schools apart from others?

In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with

Peter Ashley, Vice President for Enrollment & Marketing at Hanover College, about:

- How Hanover responded to the pandemic.

- How the marketing department addressed social justice.

- Hanover’s process for making marketing videos and the results.

- Tips for more relatable, entertaining, and educational video content.

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 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 --> 00:00:30.339 podcast is for you. Let's get into the show. Welcome to the Higher 6 00:00:30.339 --> 00:00:37.049 Ed Marketer Podcast, where we explore ideas and insights by higher reed marketers for 7 00:00:37.250 --> 00:00:40.649 High Ed marketers. My name is troy singer and I'm here, as always, 8 00:00:40.689 --> 00:00:44.289 with my cohost, Bart Kaylor. And Bart I think we're going to 9 00:00:44.369 --> 00:00:49.210 be treated today because our guest is a neighbor of yours from your state and 10 00:00:49.369 --> 00:00:53.039 you are familiar with the institution. We're going to be talking with Peter Ashley. 11 00:00:53.039 --> 00:00:57.479 He's the vice president for enrollment in marketing at Hanover College. Hanovers one 12 00:00:57.520 --> 00:01:02.520 of the one of the small privates here in Indiana with a great reputation there 13 00:01:02.560 --> 00:01:07.189 in southern Indiana, and I've got a beautiful, beautiful campus and it's just 14 00:01:07.310 --> 00:01:11.109 going to be a great conversation with Peter just about some things that they're doing 15 00:01:11.189 --> 00:01:15.829 at Hanover and how they're approaching different different elements and he kind of gives us 16 00:01:15.829 --> 00:01:19.060 a little bit of insight into some of the marketing that they're doing and some 17 00:01:19.379 --> 00:01:22.980 new things that they're doing that they're really seeing some valuable results in. Yes, 18 00:01:23.140 --> 00:01:27.019 he has some great content. So let's bring and Peter in. We 19 00:01:27.140 --> 00:01:32.459 are honored to have Peter Ashley, vice president for Enrollment in marketing that Hanover 20 00:01:32.620 --> 00:01:36.730 College, which is in southern Indiana, to the podcast. Welcome, Peter. 21 00:01:36.969 --> 00:01:40.129 Thanks for having me. Peter, if you would please give everyone a 22 00:01:40.170 --> 00:01:45.209 glimpse of Hanover and your roll. They're sure so. Hanover College is Indiana's 23 00:01:45.250 --> 00:01:51.359 oldest college and it is a hundred ninety four years old and it is located, 24 00:01:51.400 --> 00:01:53.719 as you say, in southern Indiana, right across the border from Kentucky 25 00:01:53.799 --> 00:01:59.680 and along the Ohio River. It's six hundred and fifty acres filled with trails 26 00:01:59.799 --> 00:02:02.469 and and trees and a lot of natural beauty. We have about a thousand 27 00:02:02.510 --> 00:02:06.469 students, so there's a lot of room to spread out. It's got a 28 00:02:06.549 --> 00:02:10.229 great reputation, a strong regional reputation, and it's just a wonderful liberal arts 29 00:02:10.310 --> 00:02:15.310 college. But the natural beauty of the campus is what people often talk about 30 00:02:15.310 --> 00:02:19.580 when they come visit is how how roomy and how beautiful it is and again, 31 00:02:19.620 --> 00:02:23.620 the fact that's been here for so long. It's a powerful, powerful 32 00:02:23.620 --> 00:02:25.819 institution. For that reason that's great. Thanks for sharing that, Peter and 33 00:02:25.939 --> 00:02:29.819 shorter. I know we we kind of did a pre interview and talked a 34 00:02:29.819 --> 00:02:34.090 little bit about some things that. That's that's going on at Hanover and I 35 00:02:34.210 --> 00:02:38.129 think on everybody's mind is kind of we're coming out of the pandemic. I 36 00:02:38.210 --> 00:02:40.449 know that not only during the pandemic. I mean two thousand and twenty was 37 00:02:40.490 --> 00:02:45.759 such a high water mark year with the pandemic, with some of the social 38 00:02:46.319 --> 00:02:51.400 unrest that we had, with with different areas of our society, and I 39 00:02:51.479 --> 00:02:54.879 know Hanover's kind of had a unique perspective on your covid nineteen response and maybe 40 00:02:54.879 --> 00:03:00.110 even some of the social injustice response and and some of those initiatives. Could 41 00:03:00.110 --> 00:03:01.830 you tell us a little bit about that? Absolutely. So. They did 42 00:03:01.870 --> 00:03:05.949 happen a bit at the same time, which was as a challenge, but 43 00:03:06.430 --> 00:03:10.550 obviously the pandemic took hold of everybody and dominated everyone's decisionmaking. So one of 44 00:03:10.590 --> 00:03:15.860 the first things that we did was to convene a group of stakeholders across campus 45 00:03:15.979 --> 00:03:17.979 and really ask the question, okay, what needs to happen to make sure 46 00:03:17.979 --> 00:03:23.219 our students are safe and that our campus is preserves as much of a college 47 00:03:23.219 --> 00:03:28.050 field as possible. So obviously, that first round camp but pretty much every 48 00:03:28.050 --> 00:03:30.810 campus went home. We did the same thing, which was challenging as a 49 00:03:30.810 --> 00:03:35.009 residential campus, to pivot quickly to online learning, which we did, but 50 00:03:35.129 --> 00:03:38.650 we put in over the summer all kinds of safety protocols, processes, spacing 51 00:03:38.689 --> 00:03:43.080 out the classrooms, requiring, you know, all the things that that are, 52 00:03:43.280 --> 00:03:47.000 you know, public health experts expect. We also worked with a medical 53 00:03:47.039 --> 00:03:53.120 expert from Johns Hopkins University on our strategy and our contact tracing process to make 54 00:03:53.159 --> 00:03:55.189 sure that we were using the absolute best process that we could to do that, 55 00:03:57.310 --> 00:04:00.590 and we had a very successful fall term. We were able to stay 56 00:04:00.590 --> 00:04:03.110 in person all the way to the very end. I think a week before 57 00:04:03.349 --> 00:04:10.259 Thanksgiving we went optional remote to let students leave if they felt like they wanted 58 00:04:10.300 --> 00:04:11.900 to leave, because there's a bit of an uptick, as you know, 59 00:04:12.259 --> 00:04:15.899 in the cases. But our response was lots of lots of community action to 60 00:04:15.980 --> 00:04:21.379 students and staff and faculty about our protocols. We had a weekly in still 61 00:04:21.459 --> 00:04:25.889 have a weekly email that goes out with any kind of updates, updates on 62 00:04:25.970 --> 00:04:30.970 our case numbers, reminders to follow the guidelines and we've been very aggressive in 63 00:04:30.569 --> 00:04:36.610 holding students and staff accountable for following those guidelines and I think this semester we're 64 00:04:36.610 --> 00:04:40.160 still at facetoface. Our count, our our case count, is very low 65 00:04:40.879 --> 00:04:46.120 and what we learned is that students really appreciate a facetoface experience. There's questions 66 00:04:46.199 --> 00:04:48.720 of you know, why hiered? Why a Liberal Arts College? Why do 67 00:04:48.800 --> 00:04:50.600 people want to go to you know what? You could do everything on Line, 68 00:04:51.079 --> 00:04:56.670 but we learned is that people really miss being in person and our enrollment 69 00:04:56.670 --> 00:05:00.149 numbers actually are up so far for next fall and I think part of that 70 00:05:00.269 --> 00:05:03.790 is because we did stay facetoface and people really like that ability to do that. 71 00:05:04.790 --> 00:05:09.939 So that that response was dominating much of the summer. But then, 72 00:05:09.980 --> 00:05:15.860 of course, as you mentioned, the various police shootings and other killings and 73 00:05:15.300 --> 00:05:21.209 other active social injustice occurrences over this summer brought that very close to home for 74 00:05:21.250 --> 00:05:27.610 our campus. We have very passionate campus that's committed to social justice. Although 75 00:05:27.610 --> 00:05:30.089 we have a history that is not always perfect in that area. So we 76 00:05:30.329 --> 00:05:34.009 we try to look very candidly at what we do well and where we still 77 00:05:34.009 --> 00:05:38.600 need to grow. We live in a part of the state that's also not 78 00:05:38.759 --> 00:05:42.959 a not particularly diverse, so we have to really focus on bringing diversity here 79 00:05:43.319 --> 00:05:47.720 maybe people feel welcome and included and have some cultural changes, you know, 80 00:05:47.839 --> 00:05:50.910 on our campus and even in our community to help make sure that happened. 81 00:05:50.949 --> 00:05:56.870 So we're in the process of launching a equity and diversity and inclusion plan to 82 00:05:56.949 --> 00:06:01.589 the campus for review. That includes a number of process changes, activities, 83 00:06:01.829 --> 00:06:06.939 training, all kinds of things to help really improve the and drive home that 84 00:06:08.019 --> 00:06:13.139 campus culture of inclusivity. That's great. I'm so grateful to hear things like 85 00:06:13.180 --> 00:06:16.379 that because I think that those mean certainly the covid nineteen. It's great to 86 00:06:16.459 --> 00:06:19.129 hear how you guys did that and I think it I think I'm seeing a 87 00:06:19.209 --> 00:06:24.009 lot of campuses that the success of those who prepared and did it well. 88 00:06:24.370 --> 00:06:28.769 They're reaping the benefits of the trust that they have earned from the parents and 89 00:06:28.810 --> 00:06:32.839 the students to be able to come back on campus and and want that experience 90 00:06:33.040 --> 00:06:36.079 and I think that's great. And I do think that that that idea of 91 00:06:36.199 --> 00:06:41.199 just really helping with the with the SOFA social injustice. I mean, what 92 00:06:41.279 --> 00:06:45.079 are some of the things that your students in your campus is doing specifically about 93 00:06:45.079 --> 00:06:47.709 that? I mean, are you doing, you know, sessions and in 94 00:06:47.829 --> 00:06:51.709 seminars or inviting guests on campus to talk? How does that work? A 95 00:06:51.790 --> 00:06:55.189 good question. We've done a little bit of all of that. Having we 96 00:06:55.310 --> 00:06:58.069 had a number of events, just for example, around Mlka Day, which 97 00:06:58.350 --> 00:07:02.740 is a new recent holiday celebration for our campus, and we had a number 98 00:07:02.740 --> 00:07:06.939 of sessions that invited guest speakers. We had something and called, I think 99 00:07:06.980 --> 00:07:10.779 it's I believe this is called the Mlka round table, where we had between 100 00:07:10.860 --> 00:07:16.089 with music and video and guest lecturers kind of walk everyone through what what Mlk 101 00:07:16.250 --> 00:07:20.129 is life was about and what he was focused on what we can learn from 102 00:07:20.170 --> 00:07:25.370 that today. We are very open to we have some very vocal students who 103 00:07:25.370 --> 00:07:28.810 want things to change and we have some that, you know, that love 104 00:07:28.889 --> 00:07:30.759 it and it's just a matter of letting all the voices be heard. We've 105 00:07:30.839 --> 00:07:35.800 had a number of student led sessions where they would have either a protest, 106 00:07:35.959 --> 00:07:39.959 which was really very peaceful, but just you know, a chance to really 107 00:07:39.959 --> 00:07:45.069 vocalize their their perspective on on the what's happening in the world, their perspective 108 00:07:45.110 --> 00:07:48.870 on what Hanover can do better, and we're we want to hear that feedback 109 00:07:48.910 --> 00:07:54.509 and I think part of what helps, certainly from my perspective, is rather 110 00:07:54.550 --> 00:07:59.139 than just running around throwing the terms around, right of equity and injustice and 111 00:07:59.259 --> 00:08:03.660 what how do we it's just allowing people to have their say and really embrace 112 00:08:03.779 --> 00:08:07.740 those different opinions, do it in a way that's humble and and accepting any 113 00:08:07.740 --> 00:08:11.660 kind of responsibility, but also looking forward to how we solve some of these 114 00:08:11.740 --> 00:08:16.810 problems, not just get mired in in frustration but actually look forward. So 115 00:08:16.930 --> 00:08:22.370 we've done a number of sessions. We've implemented faculty and Staff Training on equity 116 00:08:22.410 --> 00:08:26.689 and inclusion issues, as I mentioned. We've had this plan that lays out 117 00:08:26.399 --> 00:08:33.559 changes in our recruiting strategy for employees to attract and retain more verse candidates, 118 00:08:33.600 --> 00:08:37.960 additional recruiting activities for our students, focusing on more of a need based approach 119 00:08:37.960 --> 00:08:41.110 to financial aid. So a number of things that we're doing looking at our 120 00:08:41.110 --> 00:08:46.309 student success model and how we, you know, retain first generation students more 121 00:08:46.350 --> 00:08:52.190 effectively help them succeed and do a number of practical steps to make sure that 122 00:08:52.309 --> 00:08:56.340 we actually are a more equable campus, as opposed to just saying, you 123 00:08:56.419 --> 00:08:58.419 know, having the words around, we want to be more equitable. Yeah, 124 00:08:58.620 --> 00:09:01.500 I think that's great. I think that you're demonstrating the fact that it 125 00:09:01.580 --> 00:09:07.539 takes some of that intentionality to make change and I appreciate it on and respect 126 00:09:07.620 --> 00:09:09.929 that that Hannover's doing that. So try know you've got another question you want 127 00:09:09.970 --> 00:09:15.929 to ask. Yes, I wanted to switch topics a little bit and talk 128 00:09:16.009 --> 00:09:20.210 about Dr Lake Lambert and for those of us who are in the area, 129 00:09:20.409 --> 00:09:24.480 we know that he's the president at Hannover and I think he's a little different 130 00:09:24.519 --> 00:09:28.559 than a lot of presidents of colleges and universities, especially of your size, 131 00:09:28.720 --> 00:09:35.039 because he is out there, he's outspoken, he's charismatic, and just would 132 00:09:35.080 --> 00:09:39.269 like to know is that him in real life and give us a peek of 133 00:09:39.789 --> 00:09:43.429 how he is on campus. Absolutely so. One of the things that keeps 134 00:09:43.509 --> 00:09:50.870 me engaged and loving Hanover College is is working for Dr Lambert. He is 135 00:09:50.909 --> 00:09:58.419 about as genuine a person and as transparent a person as you're going to meet 136 00:09:58.419 --> 00:10:01.659 especially someone at that in that position. I joke with with someone that if 137 00:10:01.659 --> 00:10:03.980 he was more transparent we be able to see through him. I mean he's 138 00:10:05.019 --> 00:10:09.529 just been very transparent in what he's thinking and his decisionmaking. He's very open, 139 00:10:09.769 --> 00:10:15.690 he's extremely sharp, very tender hearted as well and in it is outspoke. 140 00:10:15.730 --> 00:10:20.889 If something needs to be commented on, he likes to respond and share 141 00:10:20.970 --> 00:10:24.519 his feelings on something. It's just a pleasure to have someone who's honest, 142 00:10:24.519 --> 00:10:28.480 transparent, happy to be out there. We you know, we we use 143 00:10:28.519 --> 00:10:33.080 them more. In some videos's he put on our Panther Mascot suit for some 144 00:10:33.240 --> 00:10:37.990 fun to tick tock videos. He'll just he'll do anything that, you know, 145 00:10:37.990 --> 00:10:41.470 advances the college. But he's also just very, very focused on the 146 00:10:41.549 --> 00:10:46.190 mission of Hanover College and making sure that that all those things were trying to 147 00:10:46.190 --> 00:10:50.419 accomplish, not just from the equating inclusion standpoint, but from the delivering the 148 00:10:50.460 --> 00:10:56.779 best little arts education we can to making sure Hanover college is growing and thriving 149 00:10:56.860 --> 00:11:01.340 and doing it in a way that's again very, very transparent, very approachable, 150 00:11:01.259 --> 00:11:07.009 great sense of humor, which I think is sorely lacking in today's world, 151 00:11:07.009 --> 00:11:09.850 but a huge benefit to for certainly for people at work, for him 152 00:11:11.289 --> 00:11:15.289 it's a big benefit. That's great and I I like the fact that you 153 00:11:15.370 --> 00:11:18.840 kind of indicated, kind of tying the first question with the second one, 154 00:11:18.960 --> 00:11:24.879 is that it seems like Dr Lambert is engaged in these social injustice initiatives. 155 00:11:24.919 --> 00:11:28.519 The talking about that of and I like the fact that it seems like speaking 156 00:11:28.559 --> 00:11:31.840 up when when others might be silent and needing to needing to speak out, 157 00:11:31.870 --> 00:11:35.509 and so that sounds like. Sounds like it'd be great to work with him. 158 00:11:35.509 --> 00:11:39.590 Yes, it certainly is. I know one of the things that kind 159 00:11:39.590 --> 00:11:43.750 of engaging, not only leveraging Dr Lambert, like you said, with with 160 00:11:43.990 --> 00:11:46.779 these ticktock videos and the mascot and other, you know, more serious videos. 161 00:11:48.539 --> 00:11:50.940 You've kind of touched on the fact that a lot of what's going on 162 00:11:50.100 --> 00:11:54.740 at Hanover, and especially, you know, in your role as a VP 163 00:11:54.860 --> 00:11:58.299 of enrollment in marketing, is that it seems like, you know, you're 164 00:11:58.419 --> 00:12:01.649 trying to develop a little bit more content, maybe, maybe leveraging video a 165 00:12:01.690 --> 00:12:05.409 little bit more. So tell us a little bit about that, because I 166 00:12:05.529 --> 00:12:07.330 mean, not a lot of schools are leaning into ticktock yet. Not a 167 00:12:07.370 --> 00:12:11.570 lot of schools or are doing as much as they could with video, but 168 00:12:11.610 --> 00:12:13.850 it seems like you've kind of discovered some things that at least you're you're going 169 00:12:15.009 --> 00:12:18.200 down the path with it. Hanover. Yes, so we definitely have embraced 170 00:12:18.399 --> 00:12:22.559 video and by the way, I shouldn't I shouldn't say we've leaned into ticktock 171 00:12:22.600 --> 00:12:24.559 too much. We had a couple of fun videos. So I don't want 172 00:12:24.559 --> 00:12:28.320 to overplay the talk focus, but we do try to focus on more either 173 00:12:28.480 --> 00:12:33.429 messages from our president on various issues. We've also done a very large number 174 00:12:33.470 --> 00:12:37.750 of marketing oriented videos that really described life at Hanover. So which we can 175 00:12:37.789 --> 00:12:41.190 talk about that a little bit. But we know that the student that we're 176 00:12:41.230 --> 00:12:46.779 trying to recruit, and my role was just oversee marketing and recently is enrollment 177 00:12:46.820 --> 00:12:50.460 has been added to that. So now out the synergies I see between those 178 00:12:50.500 --> 00:12:54.539 two departments is tremendous, because almost everything we should be doing as a marketing 179 00:12:54.580 --> 00:13:00.169 organization in a higher it is to attract more students. So that connection is 180 00:13:00.250 --> 00:13:03.129 very clear to me. But we realize that, of course, the generation 181 00:13:03.289 --> 00:13:07.850 now is, you know, shorter attention span. Everything you know has to 182 00:13:07.889 --> 00:13:13.080 be very clear and in lively and video is a very good way to communicate 183 00:13:13.159 --> 00:13:16.840 with that with that audience, and so we needed more video resources. So 184 00:13:16.919 --> 00:13:20.639 we had a chance to hire a new videographer and I was able to hire 185 00:13:20.759 --> 00:13:26.799 two videographers because we had two such great final candidates that I made the case 186 00:13:26.879 --> 00:13:31.990 that hey, we will put these these guys to work quickly, and we 187 00:13:31.149 --> 00:13:35.429 did and we hired both. And one is a young woman who graduate from 188 00:13:35.470 --> 00:13:37.950 Depaul University, one is a gentleman who greased and graduate from Hanover, and 189 00:13:39.269 --> 00:13:46.580 so, having those two perspectives, both very talented videographers and photographers and within 190 00:13:46.620 --> 00:13:50.659 a few months they created more than a hundred plus videos on campus life, 191 00:13:50.820 --> 00:13:54.929 generating like a hundred thousand views very quickly, everything from campus dining to Greek 192 00:13:56.049 --> 00:14:00.330 life to a series we've created called beyond the classroom, where we take either 193 00:14:00.370 --> 00:14:05.690 a music program or even a knusiology program and take it outside the classroom and 194 00:14:05.769 --> 00:14:09.840 show what goes on in that program that doesn't just happen in the actual room. 195 00:14:09.960 --> 00:14:15.000 You know that for one program there was a whole focus us on the 196 00:14:15.279 --> 00:14:18.879 using the natural setting of Hanover to go on hikes and look at count waterfalls 197 00:14:18.960 --> 00:14:22.960 and to identify bugs and different things like that to all the ways that we 198 00:14:24.549 --> 00:14:30.110 provide a life for students beyond the classroom. So having those videos of really 199 00:14:30.110 --> 00:14:33.590 helped let prospective students know, as it is challenging sometimes to come to campus 200 00:14:33.629 --> 00:14:37.580 right now, what it's like at Hanover. We've also done a number of 201 00:14:37.620 --> 00:14:43.220 educational style videos. So one of the videos we've done is helping people understand 202 00:14:43.259 --> 00:14:46.700 their financial aid award letter, which seems very mundane, but we get a 203 00:14:46.700 --> 00:14:50.019 lot of questions about it. So it's trying to help them understand that. 204 00:14:50.100 --> 00:14:54.250 So it's been a huge boon for us to be able to create that content, 205 00:14:54.649 --> 00:14:56.649 to tell our story more effectively and to engage, you know, a 206 00:14:56.730 --> 00:15:01.450 number of campus stakeholders in that process. That's great and I just want to 207 00:15:01.490 --> 00:15:03.610 point out a couple things that I hear you saying that could be benefit of 208 00:15:03.690 --> 00:15:09.039 other folks. Is that you know, because I've often kind of categorize different 209 00:15:09.080 --> 00:15:11.720 types of eddy videos. I mean you've got the edutainment, which might be 210 00:15:11.840 --> 00:15:16.000 that mascot tick tock video with your president where you're kind of letting people know 211 00:15:16.039 --> 00:15:20.360 about Hanover but it's entertaining. You've got the explainers, which sounds like the 212 00:15:20.600 --> 00:15:22.590 financial aid. You know, let her how to read that and you know, 213 00:15:22.669 --> 00:15:24.789 those could be screencasts, they can be videos, they can be all 214 00:15:24.789 --> 00:15:28.629 kinds of different things, and then you've got just kind of your general information. 215 00:15:28.789 --> 00:15:31.710 But I think a lot of the a lot of the listeners maybe when 216 00:15:31.750 --> 00:15:33.750 they heard you say that, hey, these two videographers that you brought on 217 00:15:33.830 --> 00:15:39.100 campus, they they produced over a hundred videos pretty quickly. I mean we're 218 00:15:39.100 --> 00:15:41.299 not talking, you're not doing, you know, fifteen minute videos. These 219 00:15:41.340 --> 00:15:45.539 are these are videos that can be utilized for social media, for email. 220 00:15:46.179 --> 00:15:48.259 Tell us a little bit more about, you know, what what your kind 221 00:15:48.259 --> 00:15:52.490 of rule of thumb is for for how you how these videos need to work. 222 00:15:52.529 --> 00:15:54.730 I mean they have got to be short. I'm guessing a lot of 223 00:15:54.809 --> 00:15:56.610 them are short, summer longer, depending on the need. Generally speaking, 224 00:15:56.730 --> 00:16:00.570 the videographers support the entire campus, but with a big focus on enrollment and 225 00:16:00.690 --> 00:16:04.240 also on advancement and development. So most of the videos are, I would 226 00:16:04.240 --> 00:16:10.759 say, three minutes or less and are typically focused on and you did a 227 00:16:10.799 --> 00:16:14.799 good explanation of the different types of videos we would do, but definitely focus 228 00:16:14.919 --> 00:16:18.320 on what it's like to be a student. Hanover, what can you expect 229 00:16:18.399 --> 00:16:21.590 when you're here. What I mean? One of the videos I got that 230 00:16:21.870 --> 00:16:27.309 that's gotten the most views was a two minute tour of campus with a basically 231 00:16:27.309 --> 00:16:30.230 a sped up camera going through and looking at all the buildings and all the 232 00:16:30.269 --> 00:16:34.220 different things, and that's gotten I mean I think it's gotten tenzero views maybe 233 00:16:34.299 --> 00:16:37.620 when it was pretty quickly, because it's two minutes, it's fun, it's 234 00:16:37.620 --> 00:16:41.620 got some nice music and you just zip through campus really quickly. Yeah, 235 00:16:41.100 --> 00:16:44.700 others, like the financial aid video, don't get as many views because it's 236 00:16:44.700 --> 00:16:48.730 very, very targeted right to certain people. So it's trying to find that 237 00:16:48.889 --> 00:16:52.649 mix of we know this one's going to get a lot of attention, we 238 00:16:52.769 --> 00:16:55.929 know this one is going to help a few people and we did want a 239 00:16:56.009 --> 00:17:00.250 featured a story a student who's who is an arts design major, who is 240 00:17:00.450 --> 00:17:03.039 learning how to become a tattoo artist and intern, is interning with the tattoo 241 00:17:03.119 --> 00:17:07.799 parlor, and so we had to a whole feature story on her, bunch 242 00:17:07.839 --> 00:17:12.400 of photographs of students and staff that of Tattoos. And I think you know, 243 00:17:14.200 --> 00:17:15.789 and it's kind of a risk because some people might be turned off by 244 00:17:15.950 --> 00:17:21.829 by tattoos but at the same time we've gotten tremendous positive feedback just because it's 245 00:17:21.829 --> 00:17:25.309 showing another angle of what, you know, what someone can do at Hanover 246 00:17:25.549 --> 00:17:27.230 Right, and I love that because I think that, you know, I'm 247 00:17:27.230 --> 00:17:32.099 a big believer in any type of content that you produce, especially for higher 248 00:17:32.140 --> 00:17:33.900 at is, is answering the questions that people have. And I mean if 249 00:17:33.940 --> 00:17:37.900 you're answering the questions people have, whether it's in, you know, the 250 00:17:37.980 --> 00:17:41.380 content on your website, whether it's a video, whether it's a blog one, 251 00:17:41.460 --> 00:17:45.410 you're going to get seo because people are searching Google asking the questions that 252 00:17:45.450 --> 00:17:48.170 they're looking for, but I think that you're also going to kind of earn 253 00:17:48.289 --> 00:17:51.730 trust, like you said, I mean there might be a risk in doing 254 00:17:51.809 --> 00:17:55.609 of Tattoo video, but at the same time you're answering the questions of well, 255 00:17:55.690 --> 00:17:59.240 what's it like? Is Is Hanover really conservative place? Is it? 256 00:17:59.680 --> 00:18:02.319 You know, are they open to this type of thing? And just being 257 00:18:02.359 --> 00:18:07.200 able to have those that wide variety of video and content that people can one 258 00:18:07.480 --> 00:18:11.279 answer the questions, get the answers to the questions they have, but then 259 00:18:11.279 --> 00:18:15.470 also just be able to put themselves in into the environment, into the campus, 260 00:18:15.549 --> 00:18:18.230 and start to feel what it would be like to be there. I 261 00:18:18.349 --> 00:18:22.789 think that's a brilliant strategy. So well done, Peter. Well, thank 262 00:18:22.829 --> 00:18:26.029 you. And also, I would just say, shamelessly putting in our tagline, 263 00:18:26.029 --> 00:18:29.500 but we've recently got a new tagline called a place to belong in a 264 00:18:29.539 --> 00:18:32.940 person to become, HMM, and the reason we did that was because that 265 00:18:33.059 --> 00:18:40.420 really captured what our college is striving to be and within that there are brand 266 00:18:40.460 --> 00:18:44.650 pillars that really focused and build out though that tagline. But it's resonate with 267 00:18:44.769 --> 00:18:48.009 with a students and staff quite a bit because it feels it feels like what 268 00:18:48.130 --> 00:18:51.809 we're trying to build at Hanover. You can come here and be yourself, 269 00:18:52.170 --> 00:18:55.880 you'll be known by the faculty because we're a small campus and you'll be successful 270 00:18:55.960 --> 00:19:00.240 because we prepare you for the future. And and the videos that we build 271 00:19:00.680 --> 00:19:06.720 just try to demonstrate that without necessarily saying you know explicitly that we're demonstrating that. 272 00:19:06.839 --> 00:19:11.829 We're really trying to show the meat behind the statement that that that's what 273 00:19:11.950 --> 00:19:14.829 we're trying to create. Peter, I love what you said about that and 274 00:19:14.869 --> 00:19:18.390 it reminds me of a quote from a book by Jay Bear Utility. He 275 00:19:18.269 --> 00:19:23.339 makes the point that success flows to those organizations that inform rather than those that 276 00:19:23.460 --> 00:19:27.140 promote, and it seems to me like Hannover's doing a great job of informing 277 00:19:27.180 --> 00:19:32.500 people about their about their brand, about their you know, what it's like 278 00:19:32.619 --> 00:19:34.500 to be on campus, as well as just about the you know, answers 279 00:19:34.539 --> 00:19:38.009 to the questions that people have so so well done. I really respect that, 280 00:19:38.569 --> 00:19:42.569 Troy. Thanks Bart and I agree and I would encourage all of our 281 00:19:42.609 --> 00:19:48.289 listeners to go out to the Hanover website and just open it and you you 282 00:19:48.369 --> 00:19:51.890 will see that from the very beginning it's a different look and feel than you 283 00:19:51.930 --> 00:19:56.160 would expect it. It is very visual and everything that Peters says kind of 284 00:19:56.200 --> 00:20:02.039 start making sense. Peter, we have a question that we ask all of 285 00:20:02.119 --> 00:20:06.440 our guests. Then it's if there's an idea or something that you're doing or 286 00:20:07.150 --> 00:20:08.470 if you would be willing to share it, if it's not too secret, 287 00:20:08.509 --> 00:20:14.150 or maybe it's an idea that you've heard of recently that others could implement soon. 288 00:20:14.950 --> 00:20:17.470 What would that be? Well, it's a great question. Try I'm 289 00:20:17.470 --> 00:20:19.710 always happy to share and I don't know if there's any secret sauce in a 290 00:20:19.789 --> 00:20:25.099 sense, because every every college has their own secret sauce. But I would 291 00:20:25.099 --> 00:20:30.339 say don't be afraid to have a little fun with some of your your messaging 292 00:20:30.420 --> 00:20:34.180 or marketing or a video. You know, I think we higher it can 293 00:20:34.220 --> 00:20:40.130 be sometimes very uptight and I think just try something different that's fun with a 294 00:20:40.210 --> 00:20:45.210 video or with a message, and just try something, especially social media. 295 00:20:45.289 --> 00:20:48.490 You know, you try something and it'll either go great or people will ignore 296 00:20:48.490 --> 00:20:51.920 it, as long as it's not, you know, offensive, but just 297 00:20:52.119 --> 00:20:56.119 try to go for something a little funny or clever. I think that's a 298 00:20:56.160 --> 00:20:59.440 good way to start venturing into this a little bit more. And then I 299 00:20:59.440 --> 00:21:02.599 would also say any chance you can personalize things. We've been trying to do 300 00:21:02.680 --> 00:21:07.309 more personalizing of messaging is also something you can start implementing immediately in terms of 301 00:21:07.390 --> 00:21:11.910 your communication then your messaging here here, and thank you on both of those. 302 00:21:12.349 --> 00:21:17.190 Both Bart and I are big proponents of personalization and again, I would 303 00:21:17.190 --> 00:21:22.339 encourage our listeners to visit handover and their sites to get a good glimpse of 304 00:21:22.500 --> 00:21:26.420 what you mean when you recommend having a little fun with it. So thank 305 00:21:26.460 --> 00:21:30.299 you and Peter. One last question. Of someone would like to connect with 306 00:21:30.460 --> 00:21:33.089 you, what would be the best way for them to reach you. Sure 307 00:21:33.210 --> 00:21:37.450 they can reach me. The email and it's just Ashley at Hanover Dot Etu. 308 00:21:37.849 --> 00:21:41.809 So ash elley at Hanover Dot et you and be happy to hear from 309 00:21:41.809 --> 00:21:47.559 anyone and connect with anyone or answer any questions. Perfect. Thank you for 310 00:21:48.240 --> 00:21:51.519 being so generous with your time and your wisdom today, Peter. We really 311 00:21:51.559 --> 00:21:53.000 appreciate it. Oh, I appreciate it very much. Thank you so much, 312 00:21:53.079 --> 00:21:59.839 troy and bar you're welcome. The highered marketer podcast is sponsored by Taylor 313 00:21:59.920 --> 00:22:04.789 solutions and education, marketing and branding agency and by thing patented, a marketing 314 00:22:04.869 --> 00:22:10.390 execution, printing and mailing provider of higher red solutions. On behalf of my 315 00:22:10.589 --> 00:22:17.859 cohost Bark Taylor, I'm troy singer. Thank you for joining us. 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