When you’re not a large public university, you have to market yourself in a different way. Especially if you’re a faith-based institution, a single-sex college, or even an HBCU, you’ve got to set yourself apart from the rest of the field. You’ve got to be distinctive as a selling point for your institution.
What does that look like? On this episode of Higher Ed Marketer, we talk with Ayana Hernandez, Associate Vice Chancellor for University Relations at North Carolina Central University. To hear her talk about how HBCUs are in her DNA was something special.
We also talked about:
- Working for an HBCU that she applied to attend when she was starting college
- The TIME Magazine cover that she keeps framed in her office and how she uses it to talk to her students about celebrating their successes
- What university life was like Pre-COVID, and what she anticipates it to be like moving forward
- The need to be distinctive in your marketing when you’re a mission-driven institution
Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?
Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check out Caylor Solutions or Think Patented.
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
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To be able to really market anything, you have to really be inside of
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it. Listening to yes, all, all of those who are your audiences,
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who are your constituents, but on
a college or university campus, you
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know, literally be part of the
campus. You are listening to the Higher
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Ed Marketer, a podcast geared towards
marketing professionals in higher education. This show
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will tackle all sorts of questions related
to student recruitment, don'tor relations, marketing
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trends, new technologies and so much
more. If you are looking for conversations
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centered around where the industry is going, this podcast is for you. Let's
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get into the show. Welcome to
the Higher Ed Marketing podcast. Will we
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explore ideas and insights by marketers and
people that we admire and higher education.
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I'm troy singer and speaking of people
that we admire and higher it I like
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to introduce my cohost, Bart Taylor. Hi Bart, Hey Troy, thank
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you. That's a very kind of
you to say. I it's been a
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pleasure getting to know you and I
think that you are kind of, you
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know, the upandcoming higher Ed Marketer, you know, expert as well.
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I really admire a lot of what
you've been doing on Linkedin and we're both
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power users on Linkedin, and so
we've gotten a chance to kind of see
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a lot of feedback from a lot
of folks as they're responding to the promotions
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for the for the PODCAST, and
we're meeting some great people and one of
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the people that we've met today through
the network is our guests so maybe you
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can tell us attle bit about her. Certainly, Ayana her Nandez works at
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a historically black university and I happen
to know she has some wonderful stories and
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wonderful backgrounds and with historically black colleges
being very near and dear to me,
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I wanted to make sure that we
represented them early within the podcast and I
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think she is an excellent person and
everyone will see why when they hear her
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journey and they listen to her story. While she is the best person that
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we can premiere from a historically Black
College. Great well, so excited about
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that, so let's bring her in. I am honored to introduce a Jana
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Hernandez, associate ad vice chancellor for
university relations at North Carolina Central University,
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to the Higher Ed Marketer podcast.
Welcome to Yanna. Thank you so much,
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Troy, it's a pleasure to be
with you this afternoon and to be
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on your podcast. I appreciate the
opportunity to speak with you and your audience.
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It's our pleasure. We've heard so
much about you and we just look
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forward to sharing some of the wonderful
things that we knew about you, plus
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what we had in the pre interview
with you here with everyone else. So,
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if you would, during the pre
interview you shared lots of great things
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about your journey of where you're at
today. One of the fascinating things is
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it weaves in and out of HBCUS
and I would like to know if you
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can kind of share your journey with
our listeners. Oh absolutely so. Historically,
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black colleges and universities have been part
of my life for my entire life,
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and I say that because my grandmother, who was born in one thousand
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nine hundred and eight, attended a
very small one of two all women hbcus
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in the country to this day been
at college for a few years. My
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parents were both products of HBCUS and
so it was always known whether it was
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visiting the campuses that they really grew
up on or for homecoming or going back
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for reunions. You know, when
it was time for me to to select
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a college or university to continue my
education at, I looked at historically black
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colleges and universities and I wound up
attending and graduating from spellman college in Atlanta,
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Georgia, and had an amazing experience
where everything that I was told about
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HBC use and really the investment that
professors put into you and pour into you
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and the relationships that you will build
not only with your professors but with the
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young people who are in college with
you, I found all of that to
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be true and today, having the
opportunity to actually work at an HBCU that
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I actually apply to is is kind
of like a full circle moment, and
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so hbcus are really a big part
have been a big part of my life,
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as I said, for my entire
life. That's great. I appreciate
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your sharing all that and you know, I know that while not all of
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our listeners will be marketing for hbcus, obviously they often have kind of a
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mission fit type of institution, whether
whether they're in Hbcu or a single sex
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you know, Hbcu of single sex
college, kind of like what Spellman guys
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for you, or or Wabash College
here in Indiana, as well as just
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a lot of faith based institutions or
even schools that are singularly focused on a
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specific program such an art school or
maybe healthcare. Tell us a little bit
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about how you know, in your
role and and the way that North Central,
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North Carolina Central, does their marketing. Tell us how that marketing needs
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to be crafted to communicate a little
bit more that unique aspect, to draw
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the student, that the students and
the audience toward you, since it's really
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not aimed at everyone. Absolutely so
the uniqueness of all of the institution types
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that you mentioned from a marketing perspective
is, you know, offer so many
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opportunities. And I say that because, whether it is an Hbcu, whether
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it is and you know, another
mind wording serving institution, all of our
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institutions are mission driven in some in
some way, shape or form, and
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at the core of that mission,
I would think, and I would I
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would often say, are the graduates
that metique matriculate through our campus. Kind
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of those stories that you witness and
you did, you're able to share and
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being one who markets for this institution
on many of the different institution types,
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it's really coming to know the fabric
of what makes you distinct, what makes
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you unique? Why are students selecting
you when they in many cases have many
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other options to attend college or university? And so it's really finding whether it's
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fitting that mission. It is also
looking at everything from all of the the
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legacy of our institution, but it's
also kind of connecting the legacy to kind
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of present day. Our institution happened
to be founded as the first Liberal Arts
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Institution or college for African Americans publicly
supported in the nation, and today we
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not only have like jazz studies,
but I am actually right now sitting in
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our school of law, which was
founded at a time when African Americans in
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this area and in the state did
not we're not admitted to other law schools.
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And so whatever you're the mission of
your institution is the distinctiveness, the
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stories, and I particularly love to
pull whole from the student stories, the
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transformational power that are in the end, we really do serve in many cases
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as an economic engine, not only
in transforming our students lies but their families
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lives, whether you serve first generation
college students or whether you serve commuter student
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population, I think all of us
are very unique and fulfilling that mission,
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also communicating the outcome of the work
that we're doing in the serve the students
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that were serving on our campuses.
That's great. That's great and I know
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that when we talked earlier in the
pre interview, you talked a little bit
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about, you know, something that
you have on your wall and your office
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at a framed Time magazine cover.
It kind of you use that for a
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couple reasons and it kind of illustrates
some of the points you just made.
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Can you tell me a little bit
about that? Certainly so. I think
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throughout our professional career, and especially
in communications and marketing, many times we're
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still passionate about telling other people stories, but this was an opportunity to actually
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tell my own personal story and my
own personal kind of career journey, which
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began in magazine publishing and we'ved its
way to a nonprofit organization in New York
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and then we've did its way to
a global public relations agency and then we've
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did its way to, it's a
university campus. And so this particular issue
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focused on the changing demographics in America
and I was kind of randomly contacted by
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a researcher in the author of the
piece, and I think it's really important
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for me to sometimes, when I'm
in the office and it could be a
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tough day or a challenging day,
just to look up at it and remind
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myself of my own personal journey.
In the piece, I it's there was
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a small paragraph that mentioned how my
parents were both Edgu caters secondary, you
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know, educators, guidance, school
counselors, and it talked about, you
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know, just the power of education
and what you know. I've spoke about
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previously about, you know, education
playing a major role in my life and
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when students come in my office,
they kind of or just anyone, they're
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like they kind of look at it
and then they look back and then they
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look at me and then they're like
you, especially with students missing on has
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at you. I'm like yes,
and and I said that could be you
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too. I said I would never
have considered myself someone who would be in
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Time magazine, but you know,
this is something that you can also do.
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I am no different than you and
I look forward to like I celebrate
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my success as I look forwards,
is celebrating yours too. So it's a
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good reminder. That's a powerful way
of getting that message to them when your
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students are in your office. And
in the past you've also talked about how
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being distinctive must be a settling point
for an institution. So obviously there are
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personal ways that that is done.
If you can tell us from your perspective
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of what it was like before pre
covid and then how Wi look like going
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forward? Well, I believe that
covid obviously is has touched impacted all of
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our lives. It's impacted higher education
and you know it, particularly as we're
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coming up on kind of the spring
season and now we've almost kind of been
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in Covid for a year. I
was at actually at our are, our
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basketball champions are. Well, it
was the tournament. We were probably going
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to go to the championships, but
I was at our basketball tournament when it
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you know, we were like,
okay, we have to our students were
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on spring break and we were making
that very strong pivot. And so from
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a marketing standpoint, obviously our marketing
has changed. Our communications has changed so
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much and much of what we sold
to our students that we're still selling is
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about also in an experience that you
receive when you come here. And so
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how can you really still position that
you'll still get a wonderful education? You'll
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still get a you know, high
quality professors. Maybe you might be learning
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in a different format now, but, for example, on our campus,
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like that homecoming experience when have thousands
of alumni coming back and feeling that energy
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of the campus. You might not
experience that or week of welcome or,
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you know, first year pinning ceremony. But what we have really tried to
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stress is we always try and make
sure that the whole student is nurtured on
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our campus and so even in covid
terms and in covid times, making sure
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that our students know that we have
a responsibility to them, they have a
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responsibility to each other in our campus
and we have actually been really proud that
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our students have embraced that, that
have they've been. We have a very
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low percent of our students that we
we test them regularly, like many other
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campuses. But to really be able
to showcase that the fact that you can
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still come here, yes, things
will look different, yes, things will
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be a little bit different, we
will all get through this together, but
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to be still be able to sell
a fact that this institution is here to
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ensure that you are successful. We
are producing a competitive student. We know
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that the market places change, we
know that industries have changed. We are
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keeping up with that and we will
still make sure that you're successful once you
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graduate and give you those soft skills, because you may not have graduated thinking
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that you're you would start working from
home. And so what are those pivots
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from a career services and career planning
and policement standpoint? So we yes,
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we've all had to make very,
very strong pivots, but just making sure
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that our students, and as we're
talking about the the experience, that that
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experience still exists. It might be
a couple of years before it comes back
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as we knew it, but we're
still a community here and we're still here
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to support you and being successful.
I think that's so important, that point
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you bring up about the experience,
because I think that's what's going to really
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differentiate a lot of small to medium
sized privates, and publics to that matter,
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to be able to really be able
to explain the distinctive of what an
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experience is, because it's it's too
convenient now, especially post covid to just
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say well, we know how to
work from home, we know how to
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educate from home, we know how
to do everything from home, and I
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think that the people who decide to
go that route are going to miss so
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much experience and the distinctives that have
that a school like yours or other,
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you know, mission, mission Ordan
schools and the things that we've talked about.
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These these these distinctiveness of that experience
is going to be so important and
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and I think that I guess from
a marketing standpoint, do you think that
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that is going to be one of
the key marketing points moving forward, is
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really being able to articulate and distinguish
your experience that you offer, yes,
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and and being transparent and knowing and
stating that the experience has changed. I
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think that that's really very important.
I also, you know, strongly believe
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that in marketing any institution, students, and I tell them all the time,
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there are best brand ambassadors, and
so being able to tell students okay,
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will be experience is a little bit
different. For example, we opened
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our false semester having two new residence
halls on campus apartment style living, and
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we do have students in those residence
halls, but that was for so many
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years. It's well, actually about
a year and a half student saw these
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residence halls going up and to be
able to anticipate all of the kind of
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living and learning opportunities that would be
going on in those facilities, those buildings.
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It will look a little bit different, but we are still we're still
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going to make sure that you are
whole mentally in the classroom. We are
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a very we're going to be very
intrusive and I think that for parents,
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you know, those questions that they
have about the safety of your campus and
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making sure that, yes, during
covid times, but when covid is not
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here anymore, making sure that,
as parents literally drop there's young person off,
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if it's undergraduate institution and we do
have graduate and professional programs, but
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that we're going to make sure we
take care of you and we're going to
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be responsive to your needs and we're
going to shift and pivots, as all
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of us have had to do.
But really, and as we talk about
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kind of selling the experience, the
experience has definitely change. But what are
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those experiences that we can also offer, maybe in an online platform and making
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sure students are part of that process
and in marketing your institution and selling that
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the change that that we now know
to be are part of our campuses.
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You articulate that very well and I'm
sure that a lot of your colleagues are
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on campus does so. I'm sure
the parents feel that and they get that
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message. Weekly when we have the
PODCAST, we attempt to provide our audience
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with one great idea that they can
go away with and maybe apply, that
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they can clean from our guests.
That which today is you, of course.
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For our markers listening, is there
one idea that you would like them
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to have, maybe from the data
seat, along with your journey as you're
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finishing up, that you would mind
sharing with everyone? Oh, absolutely,
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college campus, as university campuses,
are so rich in so many ways,
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and one way I've learned how to
truly market this great institution is being really,
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really intrusive. And when I say
intrusive, I have gone to a
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student, or I think it was. It might have been the center's director,
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invited me to our lavender graduation and
our campus is one that has an
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LGBTA center and for students to see
a member of the campus and administrator coming
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out and supporting them means so much
honors Society inductions I've gone to. Those
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are textile and design students usually have
a fashion show that where they show off
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the work that they've been doing throughout
the semester. Yes, it's football games,
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yes, it's athletics, but it's
also those other events that really help
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you learn exactly what you're marketing into. Other examples from my days and agency,
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Chrispy Kreme was one of my clients
and we had a team meeting.
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It was probably about an hour and
a half. It in Krispy Kreme.
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And how can I best market and
talk about Chrispy Kreme? You have to
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be there, you have to experience
it, and I are. Also remember
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a pitch that we were doing for
a transit company, and so we said,
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okay, for for us to be
able to market a transit organization,
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we're going to take the bus to
the pitch, and so we took the
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bus to the pitch. And so
I would definitely pass along kind of the
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jewel about being intrusive, knowing the
to be able to really market anything,
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you have to really be inside of
it listening to get ye, yes,
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all all of those who who are
your audiences, who are your constituents,
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but on a college or university campus, yet out literally be part of the
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campus. I know all of us
are so busy in our job responsibilities,
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but it could be that after five
o'clock, but when a student asked you,
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to invite you to to a program
or something, make sure you go
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and show up and give them feedback
afterwards. They so appreciate it and it
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helps you really, I would say, do your job or just a little
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bit better. I love your use
of the word intrusive and I love your
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definition of it and I can see
where little moments like that would make a
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big difference throughout a student's life,
especially for students that might feel a little
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different than some of the others on
campus. I also appreciate all the wonderful,
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useful takeaways that you gave us throughout
the podcast. If there was a
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if someone wanted to reach you,
someone wanted to get more information about you
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or communicate with you, what would
be the best way for them to do
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that? So I will share my
email address as well, as is my
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twitter account. I obviously we need
to be more active. I'm probably more
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active on thanking university's account, but
my email address is very reasonable. It's
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just a Hernandez, so a cheer
and A and D Z at Inccu Dot
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Edu, and on twitter I'm a
Yana, Ay ANA, Middle Initial D
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Fernandez, and so please reach out
to me. I'm also on Linkedin.
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Thank you very much for a very
warm and authentic episode and for everyone else
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our listeners. The hired marketer podcast
is sponsored by Taylor solutions and education marketing
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00:19:53.519 --> 00:20:00.039
and branding agency and by Think,
patented, a marketing, execution, printing
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00:20:00.079 --> 00:20:03.480
and mailing provider of Higher Ed Solutions. On behalf of my cohost, Bart
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00:20:03.519 --> 00:20:07.190
Taylor, I'm choice singer. Thank
you for joining us. Thank you so
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00:20:07.390 --> 00:20:14.710
much. You've been listening to the
Higher Ed Marketer. To ensure that you
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00:20:14.829 --> 00:20:18.670
never miss an episode, subscribe to
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