Transcript
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You are listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
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in higher education. This show will
tackle all sorts of questions related to student
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recruitment, donor relations, marketing trends, new technologies and so much more.
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If you are looking for conversations centered
around where the industry is going, this
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podcast is for you. Let's get
into the show. Welcome to the High
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Red Marketer podcast. I'm troy singer
here with Bart Taylor, where each week
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we interview high read marketers that we
admire for the benefit and hopefully the betterment
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of the entire Higher Ed Marketing Community. This week we talked to Chris Cleveland
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of the Wesleyan School in the Greater
Atlanta Georgia area. What unique about this
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conversation is for the first time we
speak to a administrator of a high school
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that is seeing what it looks like, from his perspective, of colleges and
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universities marketing to prospective students in his
school, and he gives us some great
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insight of how the successful colleges and
universities do it. Yeah, Chris has
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a great perspective and I really respect
the fact that he joined us on the
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High Reed Marketer and kind of give
us, you know that inside of what
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what a high school administrator, you
know, a private school administrator, sees,
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especially when they have the different schools
come in and and do campus new
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visits with the students and things like
that. So just kind of pay attention
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to that. He does talk a
lot about things that the admissions counselors can
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do, but I want you to
kind of pay attention that. Even if
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you're not, you know, directly
influencing enrollment, there are things that are
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brand associated and I kind of talk
a little bit more about that at the
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very end of the conversation. So
let's go ahead and get get started with
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this. It's a great conversation.
Here's our conversation with Chris Cleveland. It's
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our pleasure to welcome Chris Cleveland to
the Higher Ed Marketer podcast. Chris,
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thank you for spending some time with
us this afternoon. It's my pleasure,
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troy, and thanks to you and
Bart for welcoming me on the podcast.
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It's a pleasure to be with you, Chris. The reason why we wanted
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to talk to you is to get
the perspective of a secondary leader or leader
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at a secondary institution on the successful
ways that you see higher ed marketing being
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done being executed to the students at
your school. So if you can tell
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us a little bit about the Wesleyan
school and a little bit about your role
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there, absolutely well. Wesleyan school
is a Christian, independent, nondenominational kindergarten
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through twelve grade school of just under
one two hundred students. We are located
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on one campus in peastreet corners,
Georgia, which is a suburb of Atlanta
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on the northeast side of town.
We have a high school of just under
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five hundred students and in a typical
year we graduate about a hundred and twenty
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five seniors. We are absolutely a
college preparatory institution, so it's our goal
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that all of our graduates would be
admitted to and enroll and matriculate to a
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four year college or university. And
we send our children primarily to schools and
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a footprint in the southeast, everything
from Virginia all the way down around through
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the Carolinas, Georgia, Alabama and
as far west as Texas. And then
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we do have some outliers. We
do send some students outside of the southeast
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Wesleyans first graduating class was in one
thousand nine hundred and ninety eight. So
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we are still a relatively young institution
when you consider the high school footprint.
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And my role at Wesleyan as head
of school is that I oversee the administration
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of the School K to twelve.
I have three division principles who report to
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me and they oversee each of their
three divisions, lower, middle and high
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school. My background is that I
did spend twelve years as a principle prior
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to coming into higher level administration.
So I have been a high school principle
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two different schools, including Wesleyan school. So very familiar with the college process
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and navigating our students through the college
admission programs that they go through. That's
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great. Thank you, Chris,
for being on the show and I just
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want to point out that one of
our other guests introduced us to you,
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Phil Cook, so I'm grateful for
fulfill for for that introduction and having you
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on the on the show. I
know he was so excited. He's like,
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Oh yeah, I have somebody on
there to give you the perspective from
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from a high school, and so
I thought that was a great idea.
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So this is our opportunity to kind
of pick that apart and talk a little
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about that. So one of the
things that I wanted to just kind of
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kind of start our conversation in is
just the idea that I think so many
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times, as higher ed marketers,
and especially colleges universities, they've really got
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to be well informed and they've got
to be well prepared to talk about you
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know, at the end of the
day, a lot of a lot of
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decisions come down to cost and I
think that we are so often, you
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know, I think we like to
think about, well, let's make sure
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we talk about our brand, are
distinctive. Those are all important, but
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many times, unfortunately, decisions get
made based on cost, and especially for
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small private schools, it's difficult because
the sticker price that somebody sees on the
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website isn't necessarily what they're going to
pay when it comes down to the financial
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aid package. And so I just
wanted to kind of get an idea from
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you of how how do you see
that playing out, with the idea of
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how do we make sure that we
talk about scholarships aid, what's available to
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parents, especially to parents. I
guess that's part of it too. Is
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that we're talking to the students,
but I think a lot of schools need
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to understand that. You know,
mom is the number one influencer anyway you
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cut it, and I'm sure you
see that a lot more than maybe some
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of the hired marketers that we work
with do. But let's just talk a
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little bit about that. So so
what do you think about that, Chris?
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Now it's a great point. Barton, you know, I read recently
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that over the last two decade college
tuition and fees have increased somewhere around a
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hundred and eighty percent, and so
I think that for a lot of our
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parents there they're really their mindset on
college tuition is really kind of what it
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was when they went to college,
and so sticker shock is a real thing
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and I think in terms of your
audience, you know, college admissions professionals,
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you hit the nail on the head. I think it's got to be
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a two pronged approach. It is
making an appeal to students about the experience
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and the programs and all of the
amenities that they might experience on a college
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campus, but for mom and dad
there is got to be a conversation about
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cost and what's available in terms of
scholarships and opportunities, and that's just got
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to be a part of the presentation
to parents in this day and age.
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We feel that tension here at Wesleyan. Obviously we're a tuition paying school,
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so parents are already shelling out a
significant amount of money to send their children
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to this school and then, on
top of that they're looking at the potential
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burden of a college tuition as well, and that could be and most cases,
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for multiple children as they navigate through
this process. So I think that
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colleges and universities do themselves a tremendous
favor to to take on the role of
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educator and educate parents on what scholarship
opportunities are available at their institution and to
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just understand that the advertised price is
really not the real price, that there's
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a difference there between what you read
on a website and then, when you
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dig into it, what the actual
cost might be. I know that when
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we had spoken earlier, we talked
about in the state of Georgia is it's
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an even more unique situation because we
have something called the hope scholarship and the
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Zell Miller scholarship, and those are
a product of the lottery in Georgia and
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the way that the funding is used
for the lottery is to reduce the cost
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of tuition for students who live in
Georgia and who attend schools in state,
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and it's very, very attractive.
If you get the hope scholarship, it's
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essentially pays for ninety percent of tuition
on the state university hourly rate for credits,
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and if you get the Zell Miller
it's a hundred percent of tuition.
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So as our students are looking at
schools and the state of Georgia and then
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looking outside the state of Georgia,
there can be a substantial difference intuition cost
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for a family based on that hope
and Zell Miller scholarship. And so again,
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to your point, I'm beating a
dead horse here a little bit,
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but for for colleges outside of the
state of Georgia who are recruiting students in
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Georgia, taking the time to educate
families on scholarship opportunities that are available is
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well worth the effort because it is
something that is on the forefront of virtually
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every parent at ever of every high
school senior in the state of Georgia.
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Yeah, and more and more states
are taking that measure. I mean,
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you know the idea of, you
know, making sure that there's not a
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brain drain in the state, and
so I know Tennessee has a similar program
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where they will cover a lot of
tuition for in state students who are staying
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in state, and so that's and
I know there's several others college or several
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other states that are doing that as
well. And so, especially privates,
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I need to kind of be well
aware of that because sometimes, and and
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you know, we had a conversation
with another guest recently about the idea that
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privates sometimes think they're competing against one
another when in reality they're competing against the
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state schools, especially state schools that
can have these types of scholarships. So
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just, you know, keeping that
in mind, I think is really good
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too, and I'm guessing to that
the idea that not only do we need
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to make sure that the as high
red marketers we can, we can convey
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that information, but we also have
to put it in ways that people can
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understand and and just they I mean
I'm sure that you see it even even
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educated parents, parents who have college
education, and you start throwing around Faftsa
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and all these other terms and cost
per credit hour. That doesn't really,
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you know, ring true. A
lot of times it's like, you know,
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it's one, it's been a long
time and too I just need to
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know how much I need to budget. So, I mean, do you
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hear that a lot in your school? Yeah, absolutely, part it's an
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excellent point and I think colleges and
universities are guilty of what all of us
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are guilty of within our chosen field, which is we talk about these topics
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so much that there we take for
granted that there's a an assumed level of
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knowledge with the people were speaking with. In while I don't want to encourage
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admissions officers to patronize or talk down
to their audience, you shouldn't assume that
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they really know anything and again that
you can be really bright and accomplished and
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well educated and not understand the complexities
of college finance and not be familiar with
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the terminology. And so I think
finding a way to to really scale it
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down and and be able to not
only talk about it but when when you
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leave a school or when a school
a family leaves, a tour of your
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school to be able to hand them, you know, a one page piece
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of paper that really kind of gives
an overview of how financing education can work
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at that individ vidual college or university
is Super Helpful. It's a complicated landscape.
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I can attest that as someone who
is a professional educator. I've had
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a one son go through the college
admissions process. My second son is a
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senior this year. It's daunting.
Even for me and my wife, who
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are familiar with higher ed and familiar
with the education landscape, it's still a
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daunting process to consider how to finance
a child's education. So again I would
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encourage admissions professionals to not assume a
foundational or base of knowledge, but to
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assume that you're talking to someone who
may not have any idea, as you
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said, what Fafsa is, and
just not to just glide over that like
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people completely get that that's not the
case and it takes a lot of time,
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but I think in the long run
it's worth it to have that educational
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piece. On the finance side.
Over the past decade, since the financial
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collapse, there's a thought in high
read that sometimes people are trying the way
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if tuition out of school is worth
sending their children to that school. And
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we've talked to other guests about marketing
outcomes. Would like to know from what
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you see good examples or your opinion
on how schools need to market outcomes in
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order to effectively communicate with the parents. Yeah, that that's certainly a part
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of this continued conversation of just the
the ever growing cost of college education and
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I think again you've nailed it in
your question. There's a lot of discussion
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at the secondary school level, you
know, is is that college degree really
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worth it? And and really what
the question really is embedded in that is,
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at that price point, is there
really a return on investment? That's
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something that my child is gonna realize
and appreciate over time, and so I
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do think it's a little bit of
a slippery slope. You know, we
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don't want to I don't think it's
good to talk about college education solely in
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terms of cost and am I going
to get a job that I can pay
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off my college loans quickly? I
don't think that's the sole purpose of college.
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But I think for the purposes of
your question, yes, I see
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there are some colleges and universities who
are doing an outstanding job very clearly articulating
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the cost of their school relative to
a whole series of statistics for their graduates.
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One School in particular that obviously I'm
familiar with because I'm in Atlanta,
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is Georgia Tech. Georgi attack has
done an outstanding job of really tracking their
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Gradu do it's and when you go
there to take a tour, they can
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tell you what percentage of their graduates
land a job within six months of graduation
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and what their average starting salary is. And again, Georgia text a little
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bit of a unique animal as an
institution. It's in high demand. If
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you graduate from Georgia Tech, you
are in high demand. Not Every college
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or university you know going to.
You know different types of price, type
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programs and other things that you know
that might not fulfill what our society needs
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in the end. So I mean, are you saying some of that too?
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Yeah, absolutely, Barren. I
think this is kind of the slippery
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slope that I alluded to in my
answer to troy. While I do think
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that there is value and looking at
the hard numbers and looking at the the
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return on investment if I pay this
tuition, what am I looking at almost
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fiftyzero applications, and so that funnel
has widened considerably. For Georgia Tech,
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I think it's a bit of a
perfect storm. It's the hope scholarship and
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the Zel Miller scholarship in the state
of Georgia. It's a national brand and
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reputation, but then it's also a
very tangible, objective, hard number that
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they can provide in terms of job
acquisition and starting salary for their graduates.
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And so they are one school that
I think has done an excellent example of
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that and I think you're going to
I think other schools are going to almost
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be forced to start to provide some
of those numbers, almost as a justification
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for their increase intuition, and so
I would imagine that other schools are going
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to follow suit and begin to talk
more about that end product, as tech
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has done. I think there's somewhat
of an industry leader in that regard.
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To me, this is the downside
of the escalating cost of college. But
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I do think the schools to make
sure that we're having good conversations with our
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families, not just about things like
starting salary and job security, but all
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the intangible things that take place in
the college experience. I look back on
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my own college experience and I'm thankful
for what I learned and I'm thankful for
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where I am now professionally, but
the most important thing for me in college
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is that I grew up. I
learned how to go from being a boy
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to being a man and how to
be responsible and how to take care of
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myself and to be independent and to
take initiative and to be my own advocate,
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and those intangibles, I'm afraid,
are getting lost in the conversation because
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we're so focused on cost and outcome
and we can't exclusively define outcome as just
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starting salary. I think that's important
and I think it should be a part
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of the conversation. We can't ignore
that. If we're going to charge what
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we're going to charge for college tuition, than I think we have to be
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a realistic and provide people with some
outcomes. But but I think there's a
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balance and I think that the colleges
and universities that can find the balance of
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selling the overall experience while also selling
the the hard number outcome, I think
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those are the schools that are going
to really find some traction in what is
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undoubtedly a challenging admissions environment for colleges
and universities. Yeah, I think you're
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right and I was having a conversation
with another client yesterday about just trying to
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help them identify the affinity versus transactional
relationships that we have with anything that we
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deal with. I mean, it
could be a college, it could be
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it could be, you know,
our smartphone. I mean I I carry,
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you know, I use an iphone. I have an affinity for Apple.
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There's a lot of reasons behind that, but I know I could probably
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go out and find a lot cheaper, burner smartphone. That would be,
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you know, if I'm really looking
at a cost perspective, but looking at
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an experience as part of my whole
thing. And so I think the college
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is need to kind of keep that
in mind of water we actually portraying when
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we doing our marketing. How are
we doing that? And speaking of that,
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I'm just curious because, I mean
you are in a you know,
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you're in a secondary school. You've
a high school there, you've got college
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reps coming in, you know,
making presentations and and and meeting with students.
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Where do you see? You know, what colleges are not necessarily what
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college is, but what most what
are they doing that's effective that you say,
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oh, that's that, kids are
taking notice of that, or mom
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and dad are taking notice that,
or guidance counselors are noticing that. Talk
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a little bit about that. Yeah, but I think you actually said what
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I was going to say in your
last comment. Sorry, now, that's
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okay, but it it's really about
being relational and not transactional, and I
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think that the colleges that I see
that are getting the greatest traction in the
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marketplace are the ones that are able
to establish some sort of personal capital with
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students and families. And, let's
face it, we live in an increasingly
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impersonal world. Communication is more heavily
rooted in efficiency than it is being personalized.
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You know the impact that a simple
handwritten note from an admissions officer makes.
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Hey, thanks for visiting campus last
week. I really enjoyed touring you
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and I hope you'll consider to keep
our school on your shortlist. You know
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kids today, don't they don't get
mail, they certainly don't get handwritten notes
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in the mail, and so if
the goal is for a college or a
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university to stand out from the crowd, maybe think of it in these terms.
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There's a lot of noise in the
college market place right now. How
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do you cut through that noise and
effectively deliver your message? There's no singular
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way to do that. I think
it takes a whole series of communications strategies.
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But I think the more that schools
can personalize their approach, the more
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that they can say a student's name
in a phone message or in a handwritten
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note, that is going to make
you stand out from what has become,
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I think, a little bit of
an impersonal process, particularly at your larger
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state schools that are just generating,
you know, double digit thousands of applications.
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It's virtually impossible, and in my
state that's almost impossible, for a
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university of Georgia or a Georgia tech
to personalize those admissions contact points. But
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a smaller school like a Lee University, where our friend Phil Cook was you
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know, that's a school that can
make it personal. I think if colleges
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can find a way, if a
college admissions officer could find a way to
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communicate to a student, our college
cares more about who you are then what
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you've accomplished on your resume. And
again this this kind of pulls in a
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lot of the things we'd discussed today. It's personalized, it's talking about the
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broader experience and not just a money
in, money out transactional relationship. It's
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communicating our college cares about you and
we want to certainly we want you to
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we want to see you reach your
goals, we want you to achieve and
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accomplish, but you need to know
that if you come to our school we're
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going to make an investment in your
character and your development as a human being.
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And regardless of what you're chosen field
of study is, regardless of what
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your professional life where that lead you, those character development things will serve you
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well in all areas of your life. And so if I was recruiting a
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student from Wesleyan School, I would
really want to lean heavily into that and
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say to that student, Hey,
if you come to my campus, this
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a place that's going to invest in
developing all of you, not just your
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intellect, not just your professional development
for a career. Of course we're going
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to do those things where a college. That's what colleges do. But what
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we're going to do is we want
to invest in your character, we want
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to help you become a better leader. We want to help you become a
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man and woman of integrity and character, and we see those things in you
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already and we think if you come
to our school those things will just be
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further developed in you. So I
don't know if I'm answering your question with
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a really short here's what you could
do next week. But again, I
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think it's about speaking about the experience
more than I would speak about the the
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return on investment, and if you
could do that in a personalized way,
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I think you'd be even better served
in that regard. The important thing,
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Chris, is that you gave me
the best answer something to thank you.
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For those who would like to connect
with you, what would be the best
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way for them to reach out and
get your attention? Yeah, absolutely,
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and I'd be happy for anyone to
get in touch with me. The best
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way is through email and my email
address is see Cleveland, cell Evela and
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D at Wesleyan school dot o Rg
and be happy to answer any questions or
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kick around any ideas if anyone wants
to do that. Again, thank you
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very much for being a guest.
Really enjoyed our conversation with you, Chris.
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Well, Troy and Bard, thanks
so much for having me on and
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appreciate your questions and appreciate the work
that you guys are doing in this area.
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Think it's really important and I'm happy
to just be a little small part
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of the conversation. Thank you.
But do you have any closing thoughts?
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Yeah, this has been a great
episode and Chris, thank you again.
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I just really feel like a lot
of what Chris talked about with you know,
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I think it kind of goes all
across the board. I really appreciate
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the fact that Chris, you know, talked about some of the successes that
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he sees like a Georgia tech doing
and how how they're doing that and how
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they could improve what they're doing and
how smaller schools might be able to learn
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from that and do and implement those
things. But the thing that stands out
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to me is this idea of personalization, whether that is in, you know,
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printed or automated email or all kinds
of ways to do personalization. That's
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that's you know, it's not as
necessarily as laborious maybe as you you might
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00:26:14.160 --> 00:26:17.039
have heard. Oh, I've got
a right thank you cards to everybody and
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that's Fiftyzero. Thank you cards.
I can't do that. No, it's
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a part of that. It's the
idea that somebody gets something and they feel
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like, Oh wow, they actually
paid attention to me, they know my
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name or they actually heard me when
I said this. There's a lot of
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ways to automate those types of things
and there's there's tools to do that.
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So I really like the idea of
personalization and I do like the fact that
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Chris is kind of reflecting back what
his experience is, where he's at.
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I mean he's in the middle of
your perspective, student audience, if you
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are a traditional Undergrad, and so
I really like the fact that Chris was
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00:26:48.839 --> 00:26:53.119
talking about that and also like the
fact that the personalization and even just some
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of the details, you know,
learning the counselor's names when you come to
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the visit and you some of you
might be on listening and saying, well,
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00:27:00.079 --> 00:27:03.119
I'm in the Marking Department, I'm
not, I'm not the admissions team,
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so I don't need to listen to
that. Well, you are in
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charge of the brand and the brand
can be processed out and developed into a
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process. There's a reason why if
I go to a chick FIL A in
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Indianapolis, Indiana, or if I
go to one in Atlanta, Georgia,
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they always say my pleasure instead of
you're welcome. That is part of the
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00:27:22.079 --> 00:27:25.599
brand and part of the training that
goes into it, and so don't try
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00:27:25.680 --> 00:27:27.880
to tell me that I'm not in
charge of the admissions rep and what they
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00:27:27.960 --> 00:27:30.799
do when they go to a school. Actually, if you're in charge of
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00:27:30.799 --> 00:27:33.839
the brand, you're in charge of
that, and so you need to insert
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00:27:33.880 --> 00:27:37.880
yourself into that. Use The chick
fil a examples as as a way to
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00:27:37.000 --> 00:27:40.680
do that. But I think it
all comes down to the brand and how
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you're reflecting and how everyone who's a
part of your organization is reflecting that brand,
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00:27:45.960 --> 00:27:48.079
and you can help train that and
guide that. So, Chris,
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thanks again so much. This has
been a great conversation and we're really appreciative.
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00:27:52.039 --> 00:27:57.200
Thank you. The hid marketer podcast
is sponsored by Kaylos solutions and education
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00:27:57.319 --> 00:28:03.079
marketing and branding agency and by Think, patented, a marketing, execution,
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00:28:03.240 --> 00:28:07.640
printing and mainly provider of higher et
solutions. On behalf of my cohost Bart
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00:28:07.720 --> 00:28:14.640
Taylor, I'm troy singer. Thank
you for joining us. You've been listening
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00:28:14.720 --> 00:28:18.240
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