Transcript
WEBVTT
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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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