Transcript
WEBVTT
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You're listening to the Higher Ed Marketer, a podcast geared towards marketing professionals in
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higher education. This show will tackle
all sorts of questions related to student recruitment,
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donor relations, marketing trends, new
technologies, and so much more.
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If you're looking for conversations centered around
where the industry is going, this podcast
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is for you. Let's get into
the show. Welcome to the Hired Marketer
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Podcast. I'm Bart Kaylor, your
host. The Hired Marketer podcast is a
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place where we interview hired marketers that
we admire for the benefit and hopefully the
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betterment of the entire higher ed community. Today we get a chance to revisit
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a conversation with Shauna Davis Mary Lapin
Pope at the Lumina Foundation for Education And
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if you recall, we talked to
them back in June on an episode about
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the million dollar Community College Challenge.
It was a grant to help community colleges
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with their branding and they had a
several hundred community colleges that applied. Ten
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were selected as finalists, and today
we get to learn a little bit more
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about their winner, Madera College in
California. And we've also got the President
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Dr Rainya on the podcast today,
So great opportunity to hear about how community
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colleges are going to be leveraging this
these grants from Lumina Foundation, and we
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talk a lot about how they're branding
and how they're making a difference there at
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Madera, and it's not about,
you know, a million dollars towards pay
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per click or towards billboards. They're
really getting to the root of understanding who
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they are and making sure that the
authenticity comes out in the way they communicate
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that. Let's go ahead and get
started into our conversation. Okay, I
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just want to welcome everyone to the
show today and I've got some great guests
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here at Great conversation with SHAWNA.
Davis and Mary laugh and Pope from the
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Lumina Foundation. Back in June,
we talked about aspirational branding, what makes
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your community college exceptional, and they
had a chance to talk tell us a
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little bit about the million Dollar Community
College Challenge. During that time, they
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were in the middle of that that
competition with a lot of different community colleges
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from all around America, and today
we actually get to talk about where that
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ended up, and so Shanna and
Mary, it's great to have you back
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on the show. Thank you.
We're excited to be here. Thank you.
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Great to be here. So Shanna, tell me about what's happened since
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the last time we were together back
in June. Oh, we just made
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a little announcement about the college that
won the one million dollar top Grant prize.
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So, um, we are so
excited about that. And I have
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been smiling since the day we made
the announcement, between smiling and crying and
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laughing, like this is so much
fun and so needed, and we're so
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excited to be able to support Madera
Community College. Great. Well, just
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remind us a little bit about what
the what the grant, and what the
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challenge was all about. Mary,
could you tell us about that. I
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would love to so this grant as
we know that um, right now,
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community college is now more than ever
they need a new way to to connect
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with their community. So with that
in mind, we challenge community colleges across
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the country to tell us how they
would use a million dollars to transform their
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brand building and marketing efforts to connect
with today's students. So what I do
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want to make clear is what this
wasn't is that this wasn't a million dollars
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to do a one time big advertising
campaign or big kind of billboard campaign,
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which is important. But now what
we're looking for here, we were looking
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to work with the school to think
about how can they transform their brand building
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efforts to connect with their adult students
in in a more of an evergreen way,
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in a way that UM will last
them come into the future. Very
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good. Well, thank you for
that reminder, and Dr Niel, welcome
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to the High Ed Marketer Podcast.
It's good to have you. Dr Anna
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is the president of Madera Community College. So tell me a little bit about
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your college and tell me a little
bit about what the reaction was on campus.
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I mean, you know, I'm
sure that was. It was a
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pretty big deal. It was,
And thanks Bart for having me UM here
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today. You know, our college
and then a community college is the Central
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Valley where the newest community college in
the state of California, where the hundred
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and sixteen our students are primarily identify
as Hispanic Latino x UM. We're in
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a rural, migrant, farm worker
community area. When we had the launch
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party or the viewing party, we
had a lot of students and faculty and
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staff and attendance. They knew we
were a finalist. It was such a
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great and I want to describe it
as a beautiful moment that just coalesced,
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you know, brought us all together
and in a sense of community that we
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kind of were working towards, and
a sense of pride in the moment.
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And I think, you know,
the video of that viewing party will will
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kind of show that, and there
was a lot of kind of spontaneous positive
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energy that just brought people together.
It was just it was such a great
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moment and a powerful video as well
in terms of the one we submitted.
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And people are still excited about that
our community as well, not just our
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internal community. That's so exciting.
And I just to remin find everyone,
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if you look at the show notes, you'll be able to see both of
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those videos will have links to those, so that you can share in the
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excitement that their community did. And
I just want to point out I think
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that's so critical, and I think
sometimes when we talk about brand building and
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we talk about marketing, sometimes we
get so focused on the external, which
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is important, and certainly this is
something about building the external brand and understanding
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that, but many times it's just
as important for the internal audience. So
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we've got to really understand who we
are, how we can talk about it,
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and how we can share that.
Is that what you're finding Dr Manian
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when you start to kind of as
you're unpacking this for your team. You
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know, one of the things that
I mentioned is shortly after the announcement was
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made, we were in an auditorium. I told our folks is if we
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continue to center the students in the
community that we serve in the work we
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do, that more of these types
of recognitions are going to come our way
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because it's who we are in the
work we're trying to accomplish. And I
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think it validated a lot of this
work for a lot of folks on our
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campus. We're hitting in the right
direction. You know, when you center
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respecudents and the community, it's challenging
work because you're trying to change the status
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quo, right, You're trying to
fix something and it's not easy. Well,
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and I think that's one of the
things that I've always been impressed with
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the Luminum Foundation and particularly with this
challenge, is that really there's a specific
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need in this in this community.
College area, I mean around that,
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especially when we're looking at post secondary
higher education, sometimes they make the most
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impact with the least amount of resources. And so hats off to you Dr
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Mania and everyone there. So Shahna, you can tell me what was what
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stuck out about Mandera that that you
guys were like, Okay, this this,
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these are the these are the winners. Yeah. So so just to
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bring your your listeners up to speed, we had hundreds of colleges that applied
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and then we from there, all
of those colleges did an application, and
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then from there we came up with
ten colleges that we felt did had the
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strongest applications and within that, when
we say strong applications, not only the
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answering of the questions but also all
they would use a million dollars to transform
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their colleges brand building efforts. And
then from that top ten, uh,
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they went on to the second round
in which they produced a two minute video.
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We did not give any college any
any resources to do that. And
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the real charge there was can you
convey with students as your audience. You're
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not speaking to Luminum Foundation, You're
speaking to your community, right, can
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you convey your colleges promise to adult
students. What Madera did exceptionally well was
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not only in the answering of the
questions, but the I thought that their
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video really brought to life the spirit
of what they were conveying in the application.
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They talked about having um, creating
a visceral sense of belonging. They
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talked about pride in the community.
They talked about their community and who attends
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their college and dr N has already
mentioned that somewhat. And you know,
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they talked about this idea of you
know, creating spaces and places generational transformation,
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and when you watch their video you
see that just personified and it was
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really a great example I think for
all of the reviewers as we were going
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through that it was a tough decision, but what they did was so it
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was so simple, but it was
so powerful. And dr and I'm guessing
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that you didn't go out and hire
a huge film crew to come in and
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do this. I'm sure it was
a little bit more marketing on a shoestring
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budget. It was exactly that,
but it kind of went to the whole
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reason why we do the work that
we do. It was a student that
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filmed another student. And anytime you
can center your students and they're leading this
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effort, it just kind of exemplifies
the work that we were doing, and
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we were just glad. You know, I'm thankful to the Lumina Foundation for
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seeing that they did an excellent job. You know, if you haven't seen
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the video, it's very powerful and
I you know, I get choked up
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every time I talked about the video
because it is that powerful. Every time
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I discuss it, even right now, you know, I get a little
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emotional just here in Shana and other
people described the video because of how power
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full and the message behind it.
You know, the students saying, I
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want you to believe something you already
held, right, and that is a
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very powerful message to convey to students, and it just she exceeded above and
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beyond our expectations that not only the
person that was centered in the video,
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but also the one that captured that
moment right. To be able to capture
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that moment was powerful as well.
We will be right back after a word
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Welcome back. Let's rejoin the conversation right
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here on the higher ed marketer.
And I just want to point out to
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our listeners there are several things that
Dr Yan just said that I think we've
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talked a lot about on the podcast
and I write a lot about. It
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is the idea of you can do
a lot through authenticity, through personalization,
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and through using the resources that you
have. We all have in our pockets
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or in our bags these days.
A broadcast you do that's more powerful than
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any you know, any commercial network
had fifteen years ago. And the fact
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that we can use those with a
you know, a few little, you
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know, extra add ons from Amazon, like a lavier Mike and maybe you
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know, some decent lighting that you
can just stand by a window. There's
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ways to get really powerful videos,
and it has more to do with the
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content than it has to do with
the production value. Shanna and Mary,
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I'm guessing you saw a lot of
really highly produced videos that didn't communicate the
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same amount of emotion. And sometimes
I think that's one of the challenges in
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high red marketing, is that we
get so caught up in the process and
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we lose the the authenticity that I
think you just described, dr Na,
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So congratulations on that. It's the
million dollar challenge and the million dollar question
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now that everybody's wondering is what are
you going to do with a million dollars?
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Yeah, and and jokingly, we're
gonna go to Disneyland and we're not
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gonna do that. It's gonna go
to the sense of belonging, right Fancia,
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which was kind of the platform we
were working on because it's what it's
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who we are and the work that
we do. We've been working on creating
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the sense of belonging since the moment
I arrived at the college. We were
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a smaller college. The sense of
community, familial UM culture was already there.
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I just wanted to take it to
the next level to include our students
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and and that's kind of the work
that we're working on and centering, and
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so we're looking through to accomplish that
through spaces, as you mentioned, kind
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of multicultural center is something we're going
to invest the money in, UM some
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murals around campus that reflect and represent
the students that we serve. As I
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mentioned Hispanic Latin X pretty close.
We want to revamp our website dwell for
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a you know, for a better
student experience. There's a lot of work
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we need to do there as a
new college as well. But we also
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want to create and host annual events
on our campus that bring in the adult
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community, right and we're defining adults
here twenty plus UM. And because there's
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a great opportunity in the state of
California, but also in the nation,
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we're missing out on this population and
we need to bring in UM just you
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know, in order to better our
community and our society, etcetera. We
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need to move people from jobs to
careers and we're hoping that you know this
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investment and and you know, I'd
like to thank Lumina once again for believing
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in us, because we want to
do that transformational work. We want to
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connect with those adult students in our
community that maybe came to us left or
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didn't think about us, but now
see us as a viable option to better
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their lives and transform their lives,
whether you know, we can help them
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or we get out of their way. Because our students in our community they're
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resilient right the moment they arrived on
our campus. Who knows how many obstacles
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they've had to overcome just to to
get to our door. So um,
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the other thing we want to do
is also hire some consultants to that point,
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so we can better understand the adult
population and map that student experience.
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We want to go broader and say
what have we not thought about that we
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need to be focusing on. So
many times people think about branding that it's
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just a logo and it's not and
and what you just described murals spaces,
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sense of belonging. That's all about
branding. And I love you guys are
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recognizing that you're understanding that it's understanding
your audience better. That's that's so exciting.
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So congratulations on that. I'm sure
that's going to be so exciting to
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see that. And and I guess
Mary, I'm going to ask you a
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question as as madea kind of starts
their process with this first. Um uh,
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you know grant from the challenge,
what's the future for Lumina on this?
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I mean, certainly this is I
didn't get a chance to ask Dr
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Nia, but I'm sure that a
lot of people have talked about what's happened
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here. I mean, I'm sure
there's a few film crews that came out
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on campus to talk to you guys
about this. So tell me about you
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know, what's the future of this
and the success that now you see.
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Yeah, so we're just getting started. Um it seems like where it seems
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like the end, but it's just
the beginning because we have um granted the
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funds to a Madeira as well as
our nine finalists to do the work.
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But we're also taking everything that we
learned from all those hundreds of applications and
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thinking about how can we support the
field at large. So We do have
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a couple of things that are coming
UM coming out and I and leave when
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this podcast airs, they will have
been recently released. One thing that we
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really that came to light I think
in this process was the importance of the
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websites of our community colleges. And
that's something that I think for all of
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us we know that UM when we
find our information online, but at the
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same time, the website tends to
be the last thing that we attend to
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because it's kind of the bootstraps,
you know, effort. So something that
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we will be offering our website workshops
that will be available to all community colleges
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across the country UM. There will
be two available and that UM. To
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register for those, you can go
to Luminu Foundation dot org. Forwards last
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challenge, we are partnering with small
Box UM to to offer our website workshops,
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like I said, for all of
our community colleges across the country UM
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to really dig into how they can
use what they have on hand to really
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energize those websites and make them even
more appealing to adulders in their community.
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We're also partnering with no weed It
Consultants to bring some of those lessons that
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we learned around with the importance of
brand building and how you can start to
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operationalize that work. We're bringing that
to the field as well. So we
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will be offering a Marketing Academy UM
from through November through the spring of next
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year to community colleges across the country
as well. And that's another free UM
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offering that will be available, and
again a Lumina Foundation dot org forward last
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00:16:18.159 --> 00:16:22.720
challenge to register. I will say
those are one time offerings, so it's
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something that we will not be able
to offer those recordings. Content is just
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that awesome UM for both of those, So I encourage folks if they're available
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to make some time and log On'd
love to see you. That sounds great,
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and I think that's a great resource. I'm a big believer in pressure
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professional development and uh AND, so
I would will put those links in the
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show notes and I'll get those out
in the newsletter as well. So well,
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this has been such a great uh
AND and celebratory conversation. Again,
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Dr Nick's congratulations and very excited for
for Madera and and Sean and Marritt.
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Has been great to have you back
on the on the show. I guess
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one last question We always end with
kind of a practical, pragmatic question.
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It's like, well, somebody wanted
to go out and do something today this
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afternoon to really move the move the
higher ed marketing at their institution forward.
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Dr Rinia, what what might you
suggest, especially whether it's a community college,
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a small school, whatever. I
mean, you've you've learned a lot
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over this this process, So what
what might you suggest that somebody do?
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From a tip standpoint, this is
going to be very much common sense,
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I know your audience. But more
importantly, and we talked about this,
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bart be authentic because people can see
it and people can feel it um and
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00:17:33.119 --> 00:17:36.079
they know whether you're trying to pull
a fast one on them or not.
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00:17:36.599 --> 00:17:41.079
And I think the lesson learned for
us here is the authenticity piece came out
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and our students internally and externally in
terms of the community really saw that.
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And so my advice to anyone is
just be authentic and the work that you
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do. If anybody had any questions
or wanted to follow up, obviously,
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Sean and Mary you've indicated a Luminu
Foundation slash challenge is a good way for
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00:17:57.960 --> 00:18:02.759
them to reach out to you.
Specifically about some of these resources. Dr
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00:18:02.880 --> 00:18:04.359
Rainny is a good way for them
to reach out to you, either LinkedIn
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00:18:04.440 --> 00:18:07.480
or an email that you might want
to suggest. Yeah, LinkedIn is a
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00:18:07.519 --> 00:18:11.079
good way to get a hold of
me, or an email. It's my
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00:18:11.160 --> 00:18:15.759
first and last name UM at Medetta
College dot E d U. Very good
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and we'll put that in the notes
as well. So it's been such a
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00:18:18.880 --> 00:18:22.400
pleasure having you all here. Thank
you so much for the chance to to
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00:18:22.480 --> 00:18:26.000
be on the show today and very
grateful for it. Thank you, thank
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00:18:26.000 --> 00:18:30.519
you for having us. The Higher
ed Marketer podcast is sponsored by Kaylor Solutions,
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00:18:30.920 --> 00:18:34.039
an education marketing and branding agency based
in Indianapolis. If you want to
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00:18:34.079 --> 00:18:38.680
listen to more podcasts get resources from
today's show, go to Higher ed Marketer
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00:18:38.799 --> 00:18:42.440
podcast dot com and you can look
up this show and the show notes.
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00:18:42.799 --> 00:18:51.319
Thanks so much you've been listening to
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