Overthrowing Dead Culture, Brian Niles

There is a growing disconnect between how colleges recruit students and how students

search for the right-fit college.

TargetX Vision Statement, 1998

Decline in HS GraduatesCurrent Economic Climate

Change in Parental Generation

New CompetitorsFor Profits

Community CollegesLocal State Schools

>40%Discount Rates

<25%Yield Rates

We ourselves must be the change we want to see in

the world.

Mahatma Gandhi

The Tipping Point

Change Agents

False Hope

Business As Usual

Formula 4 ChangeCampus Culture

Embracing AuthenticityDecisive Leadership

2.Do What You Do Best.Outsource the Rest.

6.Watch Your Language

9.Embrace Urgency

10.Take Away the Chairs

Regularly hire consultantsDifficulty scheduling meetings

Committee to create committeesFrequently missing deadlines

Discussion inward focusedFailures of past stall new ideas

“It’s Ours to Lose”

Stop flirting with me. Stop trying so hard.

Stop killing trees. Answer me. Communicate with me.

TargetX/SACAC Perception Survey, 2009

WebsitesAll about the “how”

(what about the “why”?)

LettersGeneric. Junk. Waste.

(why do you look the same?)

EmailsSpam. Strange. Similar.(talk/respond to me!)

SocialWe’re talking about you

(do you care?)

VisitsBoring. Generic. Impersonal.

(can I see myself here?)

ParentsDramatic Rise in Influence

(do you have a plan?)

Be who you are and say what you feel because those who mind don’t matter and those who

matter don’t mind.

Dr. Seuss

Brands R Mirrors

Know UR DNA

TaglinesInauthentic at Best.

Generic & Weird at Worst.

Stories not Stats.People not Programs.

AuthenticityPeople and the

Stories they Share.

If your institution were a car, restaurant or retail establishment, what would

it be and why?

Ask your students.

Shared Experiences

It’s about control.

Managers manage within paradigms. Leaders lead

between paradigms.

Joel Barker, futurist

We’re in a paradigm shift.(perfect storms force that)

Who is a “decision maker”

in the room?

Decline in Shared Governance

Rise of Corporate Leadership

Committees cannot be held accountable.

Only people can be.

at your deskin meetingswith your teamwith your customersin the bathroom

__%__%__%__%__%

Never doubt that a small group of thoughtful, committed

citizens can change the world. Indeed it is the only thing

that ever has.

Margaret Mead

Talent. Tools. Training.

Share InformationManage DevelopmentRaise Professionalism

Sales

Business

Customers

Generate revenues.Provide a service.Have expenses.Profit (or not).

Smart Phones/LaptopsInternet Access

Student Data (CRM)

Out of Office

Sales & Financial AidCustomer Service

Technology

Don’t chase the tools.Chase the goals.

Howard Kang, BlueFuego

Who is in charge of your social web

strategy?

targetx.com/videos

If your website sucks ...

webpagesthatsuck.comedustyle.net/service_review.php

Me?

Let go.Participate.Integrate.Sustain.

Facebook?Twitter?SMS?

The experienceis the marketing.

Joe Pine & Jim Gilmore

#12005 Arts & Science

71%2007 Eduventures

Top 52009 Noel-Levitz

>90%I visited campus and

it just felt right.

College is an intimate choice.

The Most Common Mistake

There is no college degree in Admissions.

Prioritization.

Creative/Cutevs. Authentic

Call the Office/RegisterPark where they Park

Pee where they Pee Take a real Tour

Never let a good crisisgo to waste.

Rahm Emanuel

Kathy Kurztomorrow morning

Price-vs-PrestigeSelling the Value

Selling to Mom/DadSelling Going AwayCross-Training Staff

$180,000

Institution Actual Cost

Perceived Value

ValueProposition

Your College

1

2

3

4

5

targetx.com/shelfari

If you’re not confused,you’re not paying attention.

Tom Peters

Don’t look to your competition for answers.

Look for immediate action steps. Now!

Take risks. Embrace failure.Let go of control.

Something has changed within me. Something is

not the same. I’m through with playing by the rules of

someone else’s game.

Defying Gravity, from the musical Wicked

Close your eyes ... and leap.

Surround yourself with talented, passionate people.

Thank you for your time.Peace.

Brian Wm. Nilesniles@targetx.com