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March 15, 2022

Proving the Value of Higher Education by Marketing Outcomes

Proving the Value of Higher Education by Marketing Outcomes

The perceived value of higher education has declined in the last few years. It might seem like it’s simply an issue of cost, but that is only part of the value equation.

The truth?

Linking the return on investment to fulfilling jobs and careers is the key to demonstrating value and driving enrollment numbers back up, especially for community colleges.

In this episode, Terri Giltner, Chief Marketing Officer at Kentucky Community and Technical College System, explains how her team refocused marketing efforts on outcomes and switched from telling the story of current students, to the story of successful alumni.

We discuss:

- The progress made in higher ed marketing

- The perceived declining value of higher ed and how to combat it

- How to effectively market outcomes

- The need to communicate the value of marketing

Mentioned during the podcast:

- Ep 41: How to Win the Loyalty of Your Students w/ Exceptional University Offerings feat. Ethan Brade

- Email Terri

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 --> 00:00:05.440 We are so good at branding our colleges, ed branding our presidents and all 2 00:00:05.480 --> 00:00:09.800 of that, but when it comes to really branding the profession itself and the 3 00:00:09.919 --> 00:00:13.960 role that it plays in an organization, I think that's something that we fall 4 00:00:14.039 --> 00:00:20.519 short in. You were listening to the Higher Ed Marketer, a podcast geared 5 00:00:20.519 --> 00:00:25.640 towards marketing professionals in higher education. This show will tackle all sorts of questions 6 00:00:25.640 --> 00:00:30.280 related to student recruitment, donor relations, marketing trends, new technologies and so 7 00:00:30.440 --> 00:00:34.640 much more. If you are looking for conversation centered around where the industry is 8 00:00:34.640 --> 00:00:42.359 going, this podcast is for you. Let's get into the show. Welcome 9 00:00:42.359 --> 00:00:45.799 to the high end marketer podcast. I'm Troye singer and, as always, 10 00:00:45.880 --> 00:00:51.200 I'm with my cohost and Soapbox Derby champion, Bart Taylor, where every week 11 00:00:51.200 --> 00:00:56.799 we attempt to glean what we can get from high functioning higher d marketers for 12 00:00:56.960 --> 00:01:00.159 the betterment of the entire community. This week we're going to talk to Terry 13 00:01:00.240 --> 00:01:07.799 Glittner. She is the Cmo of the Kentucky Community and Technical College System, 14 00:01:07.799 --> 00:01:11.599 and what we're going to talk to her about today is how to communicate and 15 00:01:11.799 --> 00:01:18.120 prove the value of highed education and marketing outcomes. Yeah, sure, I 16 00:01:18.120 --> 00:01:21.760 think it's as a great episode. I'm really excited to listen to this and 17 00:01:21.920 --> 00:01:25.040 you know I don't, I don't have a tremendous amount of experience and community 18 00:01:25.079 --> 00:01:27.480 colleges, so I always love talking to Terry or Jeff fanter. We've had 19 00:01:27.519 --> 00:01:30.920 on the on the episode before as well. But I think it's it's very 20 00:01:30.959 --> 00:01:34.079 interesting because even though sometimes we all look at it and say, well, 21 00:01:34.120 --> 00:01:38.239 there's publics, there's privates, there's community colleges and essence we're all doing the 22 00:01:38.280 --> 00:01:42.680 same type of work. We're all rowing in the same direction, and sometimes 23 00:01:42.680 --> 00:01:47.680 that is in communicating the value of higher education and doing that throughoutcomes, doing 24 00:01:47.680 --> 00:01:51.760 that through understanding affordability and communicating that. Well, I think Terry has some 25 00:01:51.799 --> 00:01:56.000 really good points and some really good articulation of how they're doing that in her 26 00:01:56.000 --> 00:01:59.319 system. That, I think would be very applicable to just about everybody. 27 00:01:59.400 --> 00:02:05.640 Let's jump into our conversation with Terry. It's my pleasure to welcome Terry Giltner 28 00:02:06.079 --> 00:02:08.639 to the highed marketer podcast. Terry, thank you so much for being a 29 00:02:08.639 --> 00:02:13.479 guest with us today. Thank you so much. I am really honored. 30 00:02:13.719 --> 00:02:17.280 Well, we are honored to have you and before we get into our topic 31 00:02:17.280 --> 00:02:23.000 of discussion, which is communicating and proving the value of Higher Education and marketing 32 00:02:23.000 --> 00:02:27.960 outcomes, would love for you, for our audience, to tell us a 33 00:02:28.000 --> 00:02:31.759 little bit about your marketing background and then also a little bit about the organization 34 00:02:32.319 --> 00:02:37.199 that. Sure, I started in marketing. I don't even want to tell 35 00:02:37.280 --> 00:02:42.039 how many years ago. This isn't my first Rodeo, as the commercial says, 36 00:02:42.080 --> 00:02:46.159 that many, many years ago. I grew up in marketing through working 37 00:02:46.240 --> 00:02:52.000 at Kentucky Fried Chicken and I did all things there. I was there about 38 00:02:52.080 --> 00:02:58.280 ten years and did field marketing, new product marketing, handled the national advertising 39 00:02:58.280 --> 00:03:02.479 for about two years. Wow, so did menu board. So all across 40 00:03:02.560 --> 00:03:08.520 the board. But then I left a KFC to go with a new product 41 00:03:08.560 --> 00:03:13.879 developer company that I ran into when I was working on new products with KFC, 42 00:03:14.599 --> 00:03:19.080 and it was a startup and we developed and help market new products for 43 00:03:19.199 --> 00:03:23.639 restaurant chains and I did that for about another nine years and then I had 44 00:03:23.680 --> 00:03:28.879 a life changing event and I kind of quit work for a little bit and 45 00:03:28.919 --> 00:03:30.800 called my mother up one day and said, listen, I'm just looking for 46 00:03:30.879 --> 00:03:37.280 something part time and she worked for the governor of Kentucky and a week later 47 00:03:37.319 --> 00:03:43.599 I was executive director of Communications for the Transportation Cabinet and that was way. 48 00:03:43.840 --> 00:03:47.199 That was a shock to get something so quickly like that, but also to 49 00:03:47.240 --> 00:03:51.759 step into state government, which those of you have been in that that is 50 00:03:51.840 --> 00:03:58.520 an altar universe, not operate very much like the private sector. And I 51 00:03:58.520 --> 00:04:01.479 did that stated state government for a while, worked in transportation, which I 52 00:04:01.479 --> 00:04:05.319 actually loved it, and then must called over to the governor's office to be 53 00:04:05.400 --> 00:04:12.960 on his communication staff and executor, executor director of communications, and he was 54 00:04:13.000 --> 00:04:18.680 the governor that created the Community College System in Kentucky, and so he did 55 00:04:18.720 --> 00:04:24.879 a huge higher ed reform as part of his platform, which really did change 56 00:04:25.000 --> 00:04:30.800 the state. And after I left him and he went out of office, 57 00:04:30.800 --> 00:04:34.319 I was able to get this job as head of marketing, Chief Marketing Officer 58 00:04:34.360 --> 00:04:39.360 of the Kentucky Community and Technical College System. and to tell a little bit 59 00:04:39.360 --> 00:04:45.439 about us. What he did in highreed reform is he took the community colleges 60 00:04:45.480 --> 00:04:48.560 that were part of the University of Kentucky, he took those away from them 61 00:04:48.600 --> 00:04:54.279 and he took the technical colleges that were part of state government and combined them 62 00:04:54.959 --> 00:04:58.720 and this was a shotgun marriage in many ways, but he felt like that 63 00:04:58.839 --> 00:05:03.160 was really important to our state to increase access. Kentucky has has one of 64 00:05:03.199 --> 00:05:09.079 the lowest educational attainment rates and he really knew he had to jump start this 65 00:05:09.160 --> 00:05:14.639 by providing more access and streamlining because he didn't feel like the University of Kentucky 66 00:05:14.800 --> 00:05:18.680 really had the best interest of the community colleges of mind. They were focused 67 00:05:18.720 --> 00:05:24.639 on their research and their their big programs, but not community colleges. They 68 00:05:24.680 --> 00:05:28.199 were usually they were using them a lot for fundraising and all of that. 69 00:05:28.519 --> 00:05:31.720 We brought those two institutions together that had a similar mission and it was the 70 00:05:31.759 --> 00:05:34.879 success of Higher Ed form. Reform. He did a lot of other things 71 00:05:34.920 --> 00:05:42.920 as well, but it almost tripled the the enrollment of community colleges and it 72 00:05:43.160 --> 00:05:46.680 increased the number of credentials. Were up triple from what we started. So 73 00:05:46.759 --> 00:05:49.920 it was a huge success for our stay. And how many schools are within 74 00:05:50.000 --> 00:05:56.720 the system? So we have sixteen colleges with us, seventy campuses at this 75 00:05:56.759 --> 00:06:01.240 point and a yearly enrollment of about a hundred and eight thousand students. My 76 00:06:01.279 --> 00:06:08.759 goodness. So you are over a large marketing organization and would love to get 77 00:06:08.800 --> 00:06:15.800 into the topic comparing your current higher education role to the past. Would love 78 00:06:15.839 --> 00:06:20.920 to know your perspective of where you think higher edgy education is going or you 79 00:06:20.959 --> 00:06:25.399 know how it's progressed over the past few years. Are you talking about the 80 00:06:25.480 --> 00:06:30.439 role of marketing in higher it yes, I am a complete shift. You 81 00:06:30.480 --> 00:06:33.079 know, when I started here, and I've been here I'm in my seventeen 82 00:06:33.279 --> 00:06:38.680 year, I was not allowed to use the word marketing. It was a 83 00:06:38.720 --> 00:06:45.079 dirty word, it was associated with for profit and businesses and just not a 84 00:06:45.199 --> 00:06:47.519 term you could use. Also, when I was started, I would say 85 00:06:47.639 --> 00:06:53.000 that the focus, and at our colleges and at our system office was primary 86 00:06:53.079 --> 00:06:57.839 public relations. Almost everybody in the roles of the college has had were ex 87 00:06:57.959 --> 00:07:03.040 journalists, no background in marketing, and so that really was the focus. 88 00:07:03.079 --> 00:07:08.959 And I have seen since the seventeen years I've been here now that is totally 89 00:07:09.040 --> 00:07:15.439 switched, that we're really having much broader focus in terms of what a marketing 90 00:07:15.560 --> 00:07:20.920 is and it encompasses all of the commodeds from PR still being one, to 91 00:07:21.319 --> 00:07:27.439 advertising, recruitment, advocacy all the way through. So a complete shift. 92 00:07:27.560 --> 00:07:30.800 Yeah, isn't it interesting that that it's changed so much. I mean I 93 00:07:30.800 --> 00:07:35.000 think part of it is the nature of the nature of higher education. I 94 00:07:35.040 --> 00:07:40.040 think that it's kind of grown up a little bit. You know, as 95 00:07:40.120 --> 00:07:44.000 you Terry, I've been in higher ED marketing for for a number of years, 96 00:07:44.079 --> 00:07:46.160 even though I came out of the private sector as well. Really decided 97 00:07:46.199 --> 00:07:48.639 when I when I started my firm, that I wanted to focus on higher 98 00:07:48.720 --> 00:07:53.920 ed and I think that you're right. I remember some of the initial conversations, 99 00:07:53.920 --> 00:07:57.959 even when we were developing websites for some college and universities in the late 100 00:07:58.360 --> 00:08:01.199 S. it's like, well, is this really something that is going to 101 00:08:01.240 --> 00:08:03.040 help us, you know, you know, get more students, or is 102 00:08:03.040 --> 00:08:05.519 it going to help us raise money? And then you look now and it 103 00:08:05.800 --> 00:08:09.879 seems like a silly question, but back then, I mean there was there's 104 00:08:09.920 --> 00:08:13.800 a lot of you know, a lot of that struggle between really understanding academia 105 00:08:13.839 --> 00:08:18.800 and then, you know, the basics of business, of just knowing that, 106 00:08:18.839 --> 00:08:22.680 you know, students in the seats are going to pay the bills, 107 00:08:22.680 --> 00:08:24.920 that are going to pay the salaries. I mean there's there's just a there's 108 00:08:24.959 --> 00:08:30.639 just a basic business, you know, equation that needs to be done and 109 00:08:30.240 --> 00:08:31.879 I and I think it's taken higher at a little bit of time to kind 110 00:08:31.919 --> 00:08:35.279 of come around to that. I agree. I will say, if you 111 00:08:35.480 --> 00:08:41.240 look back to the old four peas right of a marketing, I do think 112 00:08:41.360 --> 00:08:45.679 high it is still particularly community colleges are still stuck in the promotional land. 113 00:08:45.720 --> 00:08:50.000 They're starting to see how marketing really does impact the other four peas in the 114 00:08:50.000 --> 00:08:52.799 business. You know, our goal has been to begin to link as to 115 00:08:52.960 --> 00:08:58.360 enrollment because really I think even when they were thinking more about marketing and branding, 116 00:08:58.480 --> 00:09:03.840 they ex banded that definition. They were really mostly thinking about, I 117 00:09:03.879 --> 00:09:09.039 had to use the word, making things look pretty and right and communicating that 118 00:09:09.080 --> 00:09:15.639 way, and they weren't really to really aren't directly linking the role marketing plays 119 00:09:15.639 --> 00:09:20.399 and accomplishing all of the organization's goals, including enrollment. Yeah, I remember 120 00:09:20.440 --> 00:09:24.480 a recent episode we had with Ethan Braden, who's The a chief marketing officer 121 00:09:24.480 --> 00:09:28.039 at Perdue University. He he uses the phrase that you know, many times 122 00:09:28.039 --> 00:09:31.000 marketing is is driven on campus, where you know it's make it pretty by 123 00:09:31.000 --> 00:09:35.080 Monday and we need this by Thursday, versus being the drivers of the brand, 124 00:09:35.159 --> 00:09:39.879 drivers of the message, drivers of you know, what's important to the 125 00:09:39.960 --> 00:09:41.840 organization. So I think you've made a really good, good point about that. 126 00:09:43.080 --> 00:09:48.120 There's an overall discussion within higher read of the perceived declining value of higher 127 00:09:48.240 --> 00:09:54.559 education and we'll like to know to what degree are does that affect community colleges? 128 00:09:54.000 --> 00:09:56.480 Well, it impacts him a great deal. In fact, we just 129 00:09:56.559 --> 00:10:05.080 finished doing a prospective student research study we do on every five years and it 130 00:10:05.120 --> 00:10:11.120 is about three thousand interviews with both traditional students, that's junior and seniors in 131 00:10:11.200 --> 00:10:15.840 high school, and non traditional students, along with teachers, guidance counselors and 132 00:10:15.919 --> 00:10:18.960 parents, and we've been tracking the value of Higher Ed and this was the 133 00:10:20.039 --> 00:10:24.399 fourth study that we have done and we started these studies in two thousand and 134 00:10:24.440 --> 00:10:30.320 six and every year their perceived value of Higher Ed is declined and and this 135 00:10:30.399 --> 00:10:33.840 last time was the biggest decline we have seen. We're just getting the top 136 00:10:33.879 --> 00:10:39.080 lines in right now and what was particularly disturbing is the decline in the value 137 00:10:39.200 --> 00:10:45.440 among teachers and guidance counselors, who really are setting the stage for those juniors 138 00:10:45.440 --> 00:10:48.759 and seniors coming out, but really those folks that you know become adult learners 139 00:10:48.799 --> 00:10:54.399 as well. So it really I think is impacting enrollment all around it. 140 00:10:54.399 --> 00:11:00.519 It's certainly has impacted community college enrollment. Our rollment has been down for almost 141 00:11:00.679 --> 00:11:05.440 nine years and really declined during covid and is really not rebounded. So I 142 00:11:05.440 --> 00:11:09.440 think that whole value issue, along with the other factors were facing in our 143 00:11:09.519 --> 00:11:15.600 economy, it's just been devastating and it really is not just about cost. 144 00:11:15.759 --> 00:11:20.000 You know, cost is part of that value equation, but it's about, 145 00:11:20.000 --> 00:11:22.879 you know, is it get and get me a job? And I think 146 00:11:22.879 --> 00:11:28.600 that it particularly impacts the the students that enter our doors because I think they 147 00:11:28.639 --> 00:11:33.000 in particular are more interested in that particular still level that they're going to get 148 00:11:33.039 --> 00:11:37.399 that moves them onto a career pretty quickly. Yeah, I think that this 149 00:11:37.399 --> 00:11:41.759 reminds me a little bit of the conversation we have had with Jeff fanner from 150 00:11:41.759 --> 00:11:43.679 Ivy Tech here in Indiana, and I think you and jeff know each other. 151 00:11:45.039 --> 00:11:48.960 That was our introduction. Jeff made a comment on the podcast was just 152 00:11:48.000 --> 00:11:52.039 how how important it is and he was using the reference of community colleges, 153 00:11:52.080 --> 00:11:56.200 but I would I would argue that it would be all of higher education how 154 00:11:56.200 --> 00:12:01.120 important it is for for communicating and articulating outcomes and just as you kind of 155 00:12:01.159 --> 00:12:03.960 talked about a little bit, the ideas it's a it's linking all of this 156 00:12:03.080 --> 00:12:07.960 to jobs and careers. And what? What is that return on the investment? 157 00:12:07.960 --> 00:12:09.279 Because, I mean how many times, you know, we can talk 158 00:12:09.360 --> 00:12:13.480 about okay, well, if I have a choice of being able to, 159 00:12:13.559 --> 00:12:16.159 you know, get a generic brand soda or, you know, name brand 160 00:12:16.159 --> 00:12:20.600 pepsire coke, well, I might spend the extra for peps your coke because 161 00:12:20.639 --> 00:12:22.720 the return on the investment of the enjoyment is worth it. And there's a 162 00:12:22.759 --> 00:12:26.679 lot of other, you know, things that are part of that brand that 163 00:12:26.720 --> 00:12:31.480 are kind of mixed into that. I think sometimes we have to start talking 164 00:12:31.559 --> 00:12:35.639 about that in terms of higher education and how we market higher education to make 165 00:12:35.639 --> 00:12:41.519 sure that it that those outcomes are demonstrating that return on the end on that 166 00:12:41.559 --> 00:12:45.279 investment and being able to kind of really prove that through all kinds of means. 167 00:12:45.320 --> 00:12:46.919 Would you agree with that? Oh, absolutely. In fact, we 168 00:12:48.000 --> 00:12:52.960 switched all of our marketing, creative and efforts to be more outcome about three 169 00:12:54.039 --> 00:12:58.440 or four years ago, where, instead of going on campus and interviewing current 170 00:12:58.519 --> 00:13:01.879 students and, you know, under a tree with books and all of that, 171 00:13:01.120 --> 00:13:07.480 we were really interviewing our alumni and what that career had done for them, 172 00:13:07.519 --> 00:13:11.279 not just from a career point of view but from a whole life point 173 00:13:11.279 --> 00:13:18.000 of view. Our brand statement is we are here to improve the quality of 174 00:13:18.000 --> 00:13:22.360 life, but really to make life better for Kentuckian's. That's what we're committed 175 00:13:22.440 --> 00:13:26.879 to. So we're trying to show how we're making our students, our former 176 00:13:26.919 --> 00:13:31.559 students, lives better and that is the feature in most of our creative and 177 00:13:31.679 --> 00:13:35.320 stories that we tell at this point. But absolutely, and we've also changed 178 00:13:35.360 --> 00:13:39.000 our web, particularly our program pages, which we know are the first pages 179 00:13:39.039 --> 00:13:43.679 that people visit, to be more career focus, where they can see what 180 00:13:43.759 --> 00:13:48.240 the average salary is with the careers are that are linked to those programs. 181 00:13:48.279 --> 00:13:52.639 All of that we've made a switch to to show outcomes and I'm sure that 182 00:13:52.679 --> 00:13:56.000 you kind of talked about a little bit of that social proof that sometimes the 183 00:13:56.000 --> 00:13:58.759 social proof has been the current students, but many times it needs to be 184 00:13:58.799 --> 00:14:03.639 those alumni who are experiencing those outcomes. But I'm guessing to I think in 185 00:14:03.679 --> 00:14:05.440 our pre interview we talked a little bit about some of the social proof is 186 00:14:05.440 --> 00:14:11.120 either of them is even the employers that are, you know, employing your 187 00:14:11.720 --> 00:14:15.799 graduates, and tell me about how how you're using that as well. We 188 00:14:15.840 --> 00:14:20.480 are really trying to get more and more of our employers engaged in our even 189 00:14:20.519 --> 00:14:24.759 our traditional marketing efforts, to say that, you know, they employed these 190 00:14:24.759 --> 00:14:30.240 employees and how successful they were in the careers. And I will say with 191 00:14:30.279 --> 00:14:35.000 most of those students stories that we're doing now, where we're talking to alumni, 192 00:14:35.039 --> 00:14:39.840 we interview their employer at the same time and we have been doing most 193 00:14:39.919 --> 00:14:43.840 of these interviews at their place of employment, along with some of the things 194 00:14:43.840 --> 00:14:48.200 in their personal life, and so that really has been, I think, 195 00:14:48.240 --> 00:14:50.799 great. I think it's really important when we show some of our photos that 196 00:14:50.840 --> 00:14:56.120 we show that student with some kind of background that shows the employer they're working 197 00:14:56.159 --> 00:15:00.120 in and the career, that they have some kind of context, that who 198 00:15:00.240 --> 00:15:01.960 kind of brings it all together. I think that's great. And then let's 199 00:15:01.960 --> 00:15:05.519 talk a little bit about affordability. I mean, you know, we talked 200 00:15:05.519 --> 00:15:09.879 a little bit about that return on investment and again, affordability, and I 201 00:15:09.919 --> 00:15:13.279 mean there's always context with everything, and so you know, I talked to 202 00:15:13.320 --> 00:15:16.960 some schools and it's like, you know, affordability means this, you know 203 00:15:18.039 --> 00:15:20.799 it's the cost per credit hour, things like that, but at the end 204 00:15:20.799 --> 00:15:24.559 of the day, I have found, and maybe you can kind of tell 205 00:15:24.600 --> 00:15:26.600 me from your perspective, I found that a lot of times, making sure 206 00:15:26.639 --> 00:15:31.240 that we talk about affordability in the in the language and in the ways that 207 00:15:31.399 --> 00:15:35.639 resonates the most with our perspective students and whether they're traditional, with parents or 208 00:15:35.679 --> 00:15:39.480 with, you know, significant others who are helping them make decisions. Really 209 00:15:39.519 --> 00:15:43.799 being able to communicate that affordability and that return on investment is so critical. 210 00:15:43.840 --> 00:15:46.480 Is that? Is that something that you've also faced? Yes, and if 211 00:15:46.519 --> 00:15:50.799 I wish I had the answer on how to effectively communicate affordability. You know, 212 00:15:50.879 --> 00:15:56.879 that is really community colleges. One of their primary value propositions, right, 213 00:15:56.000 --> 00:16:00.360 is that we are lower cost and the than the rest the other options 214 00:16:00.399 --> 00:16:03.000 that are out there. Do you know? There's a lot more, as 215 00:16:03.080 --> 00:16:07.840 you know, to cost than just the actual ticket price of the education and, 216 00:16:07.879 --> 00:16:12.759 particularly among non traditional students, all of those opportunity cost you know, 217 00:16:14.240 --> 00:16:17.559 the job that they have right now that maybe they can't go full time to 218 00:16:17.559 --> 00:16:21.240 go back to school, maybe it is child care. You know, for 219 00:16:21.399 --> 00:16:25.759 most a lot of our students in the rule area, just transportation getting to 220 00:16:25.960 --> 00:16:30.759 and from the campus. So there's just so much involved in that cost factor 221 00:16:30.919 --> 00:16:38.399 that we really do, I think, have not really effectively identified the best 222 00:16:38.399 --> 00:16:44.360 way to market that and we're having huge discussions. In fact, we're going 223 00:16:44.360 --> 00:16:48.480 to go into some focus groups after this big study to really dig into that. 224 00:16:48.519 --> 00:16:52.840 When we say, you know what her words can we use? How 225 00:16:52.879 --> 00:16:59.080 can we demonstrate to students affordability that resonates with them? And that is something 226 00:16:59.200 --> 00:17:03.519 we are we are really struggling with and trying to get to. To give 227 00:17:03.559 --> 00:17:07.720 an example, we were doing some oneonone interviews with perspective students. This was 228 00:17:07.759 --> 00:17:12.400 about three years ago, and we were asking about affordability and I and we 229 00:17:12.400 --> 00:17:15.960 were asking about, you know, their knowledge of, you know, the 230 00:17:17.039 --> 00:17:19.640 four year schools in our state and then community colleges, and they said Yeah, 231 00:17:19.880 --> 00:17:26.559 yeah, we realize that you all are cheaper, but you're still expensive. 232 00:17:26.640 --> 00:17:30.440 So you know, it's I don't know, it's a hard one to 233 00:17:30.480 --> 00:17:33.160 get to. Yeah, I think you're exactly right. I think that sometimes, 234 00:17:33.200 --> 00:17:36.960 you know, for different audiences, and we've talked to a lot of 235 00:17:36.960 --> 00:17:41.200 different marketers who are on the podcast, I think a lot of times there's 236 00:17:41.240 --> 00:17:45.880 different messages and different elements that are so critical for the for the particular audience 237 00:17:45.920 --> 00:17:48.480 that you're serving. Whether it's, in your case, you know, students 238 00:17:48.480 --> 00:17:52.079 perspective, students for community colleges, whether it's, you know, faith based 239 00:17:52.119 --> 00:17:56.559 schools, whether it's, you know, other other areas. Being able to 240 00:17:56.599 --> 00:18:00.319 communicate those distinctives, being able to communicate those those element it's whether it's affordability 241 00:18:00.440 --> 00:18:04.920 or different things like that in context and very distinguished from all of the other 242 00:18:06.000 --> 00:18:08.759 options, is really part of the part of the challenge. But you're right, 243 00:18:10.000 --> 00:18:12.400 it's such a it's a secret sauce that everybody needs to do, but 244 00:18:12.440 --> 00:18:15.079 it's a very, very difficult one to do. Yeah, it is, 245 00:18:15.079 --> 00:18:19.240 and I some of the research that we are looking at right now. We 246 00:18:19.279 --> 00:18:25.200 know it's a very different message with the Jin's ears kids coming out of high 247 00:18:25.240 --> 00:18:29.400 school than it is with adults. We know with this new group that coming 248 00:18:29.400 --> 00:18:33.680 out of covid which is a totally different mindset than we've seen with high school 249 00:18:33.720 --> 00:18:40.720 students before. They're mostly living in today, they're they're not thinking about the 250 00:18:40.720 --> 00:18:45.000 futures. So when we talked about the long term benefits of an education, 251 00:18:45.039 --> 00:18:48.000 so you know you're investing this much. This is how much you're going to 252 00:18:48.000 --> 00:18:51.000 get out of that. You know, that doesn't really resonate with them that 253 00:18:51.079 --> 00:18:56.000 much. And even we're finding even that young non traditional student, so you're 254 00:18:56.039 --> 00:19:00.480 talking somebody that's like two thousand and two thirty, they're going to resonate with 255 00:19:00.519 --> 00:19:06.119 them either. So you know, it's a it's really is a hard one 256 00:19:06.160 --> 00:19:08.359 to get at. Yeah, as we wind up this show, we always 257 00:19:08.400 --> 00:19:14.079 ask this of our guests. Terry, is there a either a tip or 258 00:19:14.200 --> 00:19:18.680 thought, a top of mind topic that you have that you can share that 259 00:19:18.880 --> 00:19:25.240 could be implemented right away from fellow CMOS or other marketers within higher education? 260 00:19:25.759 --> 00:19:29.880 Well, I thought a little bit about this. I think one of the 261 00:19:30.079 --> 00:19:37.359 things that is impacting the marketing profession and Higher Ed the difficulty of all of 262 00:19:37.440 --> 00:19:41.200 us who are in marketing to market our own profession. Does that make sense? 263 00:19:41.200 --> 00:19:47.440 We are so good at branding our colleges, ed branding our presidents and 264 00:19:47.519 --> 00:19:52.000 all of that, but when it comes to really branding the profession itself and 265 00:19:52.039 --> 00:19:55.960 the role that it plays in an organization, I think that's something that we 266 00:19:56.000 --> 00:20:00.480 fall short in and it and it is pretty difficult because we're still kind of 267 00:20:00.480 --> 00:20:04.720 a fledgling discipline within the highered world. I think one of the first things 268 00:20:04.799 --> 00:20:10.079 that any marketer can do, and this is at any level, and I'm 269 00:20:10.079 --> 00:20:14.000 sure some of the very sophisticated four years like for du I've already done this, 270 00:20:14.359 --> 00:20:21.240 is to develop a common definition of what marketing is your institution and what 271 00:20:21.319 --> 00:20:25.200 it does. Oh, it back up a couple years ago we started tackling 272 00:20:25.240 --> 00:20:27.960 this because, you know, you walk in and talk to any of our 273 00:20:29.000 --> 00:20:33.799 presidents, every single one of them had a totally different, well not totally 274 00:20:33.799 --> 00:20:37.799 different, but a different view our definition of what marketing is and what it 275 00:20:37.039 --> 00:20:41.279 the role that it plays in the organization. So we have worked really hard, 276 00:20:41.319 --> 00:20:45.039 and this is something it takes a little time, but not that much 277 00:20:45.079 --> 00:20:49.079 time, but we were collective, collectively with all of our marketing folks at 278 00:20:49.079 --> 00:20:52.839 the college, to come up with that common definition, and it's pretty detailed 279 00:20:53.079 --> 00:20:57.839 because it also goes into here's our overarching role, but here's the way that 280 00:20:57.880 --> 00:21:03.880 we go about doing it, and it has really impacted and our organization kind 281 00:21:03.880 --> 00:21:08.400 of taken the blinders off. I hate to use that word, maybe the 282 00:21:08.480 --> 00:21:14.119 lens that that's a better word. We colored lends that some of our faculty 283 00:21:14.319 --> 00:21:21.039 and leadership had about marketing and allowed them to broaden and understand and it's made 284 00:21:21.039 --> 00:21:23.200 a big difference from us. It's allowed us to kind of move into the 285 00:21:23.240 --> 00:21:30.000 recruitment and enrollment we now I've taken over responsibility for leads, lead generation. 286 00:21:30.039 --> 00:21:33.920 That's a big leap for us, particularly at community colleges, but I think 287 00:21:33.079 --> 00:21:38.279 just make it getting everybody on on board and on the same page of what 288 00:21:38.359 --> 00:21:45.000 marketing really is and what it does for an organization. Thank you very much 289 00:21:45.039 --> 00:21:49.160 and I one hundred percent agree. If someone would like to reach out to 290 00:21:49.200 --> 00:21:52.160 you, Terry, what would be the best way for them to reach you 291 00:21:52.279 --> 00:22:00.559 be the best way is through my email. It's Terry Dot Giltner at casetcs 292 00:22:00.720 --> 00:22:03.720 Dot Edu. I'm sure you all will show that, but that's the best 293 00:22:03.720 --> 00:22:07.519 way to get me. I respond to email really, really easily quickly. 294 00:22:07.680 --> 00:22:11.640 Wonderful will. Thank you very much for being our guest today. Bart do 295 00:22:11.680 --> 00:22:14.279 you have any thoughts that you would like to end us with? Yeah, 296 00:22:14.319 --> 00:22:17.519 I think that a themes kind of emerged, at least for me, as 297 00:22:17.559 --> 00:22:19.880 I listen to a lot of what Terry talked about and kind of kind of 298 00:22:21.119 --> 00:22:23.440 circles around value. You know, not only did we talk early at the 299 00:22:23.480 --> 00:22:29.880 top about just kind of the idea of what what marketing brings to higher education, 300 00:22:30.079 --> 00:22:33.720 the value that it does, especially historically being more in the private area, 301 00:22:33.960 --> 00:22:37.880 but then, you know, in the last fifteen twenty years higher atis 302 00:22:37.960 --> 00:22:42.680 really started to embrace marketing and embrace those for peas and traditional marketing principles, 303 00:22:42.680 --> 00:22:47.079 and so there's a value that that is comes out of that. And I 304 00:22:47.079 --> 00:22:51.680 think that value starts to you know, when marketers do their job correctly, 305 00:22:52.279 --> 00:22:56.519 the value is you know, the school see that value in that. And 306 00:22:56.559 --> 00:23:02.000 then I think also just communicating value in what we do as higher ad marketers, 307 00:23:02.039 --> 00:23:06.000 in promoting the schools and and representing the schools through the brand, you 308 00:23:06.000 --> 00:23:08.920 know, outcomes, you know, affordability, other things of really trying to 309 00:23:08.960 --> 00:23:15.000 communicate that value that we bring to an individual's life. I mean, Troy, 310 00:23:15.039 --> 00:23:18.079 you and I are both first in students and we've talked about this before. 311 00:23:18.079 --> 00:23:21.319 It's like, you know, the the trajectory that our lives went on 312 00:23:21.400 --> 00:23:26.880 in a change by higher education, by you know, post secondary education. 313 00:23:26.960 --> 00:23:30.559 Those things make a difference and there's a true value in our lives because of 314 00:23:30.599 --> 00:23:33.759 that, and I think Terry's done a great job of communicating and articulating that 315 00:23:33.839 --> 00:23:37.759 and how that's how she's leading that with with her school system. And then 316 00:23:37.839 --> 00:23:40.799 finally, I think that that last thing that Terry said was so important is 317 00:23:40.839 --> 00:23:45.200 how do we also communicate the value of our own teams in the in in 318 00:23:45.319 --> 00:23:48.799 marketing, within the within the academia, within the you know, the at 319 00:23:48.839 --> 00:23:52.519 the level of the cabinet and and different places of leadership? I think it's 320 00:23:52.559 --> 00:23:56.720 important that we articulate it for ourselves so that we understand this is who we 321 00:23:56.759 --> 00:23:59.880 are and this is what we do. We're not just the people who make 322 00:24:00.000 --> 00:24:02.960 things look pretty, where the people are actually driving the brand and that are 323 00:24:03.079 --> 00:24:07.400 making decisions to really impact the success of the organization and being able to articulate 324 00:24:07.440 --> 00:24:11.119 that better. I think that's a that's a very wise word from you, 325 00:24:11.200 --> 00:24:15.200 Terry, so thank you so much. Thank you. That closes this episode 326 00:24:15.240 --> 00:24:18.720 of the High Ed Marketer Podcast, which is sponsored by Klo solutions and education 327 00:24:18.839 --> 00:24:25.720 marketing and branding agency and by Think, patented, a Marketing Execution Company specializing 328 00:24:25.799 --> 00:24:30.839 in personalized and customized outreach programs. On behalf of my cohost Bart Taylor, 329 00:24:30.880 --> 00:24:37.720 I'm troy singer. Thank you for joining us. You've been listening to the 330 00:24:37.759 --> 00:24:41.160 Higher Ed Marketer. To ensure that you never miss an episode, subscribe to 331 00:24:41.200 --> 00:24:45.920 the show in your favorite podcast player. If you're listening with apple PODCASTS, 332 00:24:45.920 --> 00:24:49.480 we'd love for you to leave a quick rating of the show. 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