Tom Hayes forwarded an article to me about how to defend your institution after it has been attacked on a blog.  The article, "8 tips for countering a blog attack on your business," by Christopher Elliott, is worth reading. 

If you are going to implement any of his ideas, make sure you track who is saying what about your institution online.  For me, the easiest and cheapest way to do this is with Google News Alerts.  Be sure you select "blogs" on the drop down menu for the "type" of news.  When you enter the "search terms" field for each alert, make sure you search the terminology bloggers  use to reference your school.  I don't call my alma mater by its full name, but I use its initials and (it's true!!) its athletics mascot.   Perform a quick online search and see how your alumni refer to you, and use those phrases as well as your formal name as search fields.

I think one of his interviewees said it best when providing advice for those being attacked online: "Don't get angry or become unprofessional. And don't take it personally."  If you only remember one thing from this article, let this be the part that resonates.

-- Teresa Valerio Parrot

Hope you read my blog entry on Fly Clear and Elizabeth's response.  Guess what was in my mailbox today?  My card!  I'm flyin' clear baby!  Thought I would let you know how long it took from application to receipt of card.  June 5th to June 30th-- not bad, huh?

-- Teresa 

Does anyone remember the Happiness is a Warm Puppy book by Charles Schulz?  My daddy gave it to me for Valentine's Day when I was a kid, and I was describing it to my husband during the return leg of a family road trip yesterday.  He had no idea what I was talking about and he used this as yet another example of how boys in Kentucky were raised much differently than girls in Colorado.  Hopefully you know what I'm talking about :). 

I am going to propose a new two-page spread for the next reprint of the book:   

Happiness is a warm puppy who has learned finally how to sit still and not tip the kayak.

I hope your summer as been filled with as many giggles as ours!

-- Teresa

Most campuses are embracing the concepts of integrated marketing and branding but marketers and now aiming even higher. Formal and informal groups of institutions are beginning to work together to develop the brands of their categories. Just last week I was with the NYCCAP (New York Community College Association of Presidents) discussing ways to promote New York's community colleges as a unit. And, this Spring we completed a pilot study for the GBHEM on the brand of United Methodist colleges and universities.

There are already a couple of groups of institutions that have done great work on integrating the marketing of their category. Almost all of the AJCU institutions promote the Jesuit tradition on their Web sites.  Look at the Holy Cross site, the Loyola site, the St. Joseph's University site. They all have links to content on what it means to be Jesuit right on their home pages. And the Women's College Coalition has been doing some nice work for years to transform the image and brand of women's colleges. 

All of this work is pretty exciting. There is clearly strength in numbers!

I just found out I'm going to be serving as Chair of the AMA Symposium for the Marketing of Higher Education for one more year.  So, I'll be responsible for the 2009 program, which will be held in Boston!

A lot of folks have asked me how I came to be Chair. Many assumed that my late business partner, Christopher Simpson, (who served as Chair for 2005 and 2006) simply passed the torch to me. But, that's not what happened at all.

My first engagement with the Symposium was back in 1992 when there were only 125 people in attendance. (Over 600 people attended last year.) I presented a paper that year and have attended every year since except for two; 2000 when my son Griffin was born and 2002 when Savannah came along.

I've presented more track sessions, tutorials, and advanced marketing sessions than anyone cares to remember!  And through the years I served on the Steering Committee and became good friends with the folks from AMA who ran the Symposium. So, it was a very pleasant surprise when in 2005, Nicole Morris from the AMA, approached me about serving as Chair beginning with the 2007 program. It was her decision, not Christopher's. And, Christopher and I had not even formed SimpsonScarborough at the time. Shoot, we hadn't even started talking about it.

My role as Chair is to develop and work with a Steering Committee to put the entire program together. The AMA manages the hotel and takes care of all the marketing. But, the Steering Committee members and I read all the paper proposals and select the track session presenters. We discuss and discuss and discuss who we should invite to do keynote sessions and what topics will be of greatest interest to the attendees. And, we choose all the speakers for the tutorials, advanced marketing sessions, and roundtables.

It's a very long, very time consuming process but one that I absolutely enjoy...especially on the last day of the Symposium. haha! I have met so many incredible professionals through the AMA.  It's the only program in the "never miss it" category for me.

Oh, I wanted to mention something about the Steering Committee too. It's my responsibility to pick the 5-7 members of the team.  The AMA encourages a balance of institutional representatives and vendor representatives. Typically, the committee is comprised of professionals who have been involved with the Symposium for years. And, we keep a couple of repeats and rotate a couple new people on each year giving us a nice balance of "familiarity" and "new thinking." Every Chair served on the Committee first. And almost every Committee member has attended the Symposium for years.

This year's Symposium is in Chicago, November 16th-19th.  It's another "don't miss it"......so don't miss it! 

My 7-year-old is enamored with our local Apple store; anytime we are within spitting distance we have to stop by so that she can see their latest and greatest offerings.  We were there again yesterday and I saw something worth sharing with you... and it relates to brand associations.

The "Genius Bar" is the area where the Apple gurus fix computers.  Logistically, it is near the kid computer station.  Yesterday one of their geniuses was wearing an Apple tee shirt that said, "Not all superheroes wear capes." 

The little hamster in my head started running... hmmm... why does that sound familiar... superheroes... no capes... EDNA MODE dahlings!!!

Edna Mode = The Incredibles

The Incredibles = Pixar

Pixar = Apple

0<Apple = Mac * geniuses

(Mac * geniuses) + [Pixar (superheroes - capes)] = BRILLIANT!

Who said I'd never use math in real life ;).

-- Teresa

There was a great little article on branding in BusinessWeek last Thursday written for those who still confuse "brand" with "marketing" and "advertising."  Couple of my favorite quotes include:

* If you're spending money to advertise and market without being connected to a brand position, you might as well pile the money up and burn it.

* Your product or service is not your company's brand and neither is your logo or your business card. Your brand is the genuine "personality" of your company.

* If you can't define your brand, your customers won't be able to, either. And the risk is that someone else will define it for you--probably your competitors.

* Crafting a winning marketing strategy is challenging enough even when you have articulated your brand promise and is probably impossible if you haven't.

Take a quick read.  You will probably want to send the link around to some of your colleagues.

Did you just see the breaking news that Tim Russert died?  I am hoping this is some kind of internet hoax or Ashton Kutcher reality show joke.  For years my Sundays have included my newspaper, Meet the Press and lots and lots of coffee.  Loretta and I actually talk about his show almost every week and rate his guests for how well they stuck to their talking points. 

My sincere condolences to the Russert family.  Know that Tim was loved by those who never knew him, but wish they had been lucky enough to meet him.

-- Teresa

Please help me in thinking good thoughts for those impacted by the flooding in Iowa and the midwest.  Some of the people nearest and dearest to my heart are in the area under a weather advisory currently.  Thanks :).

-- Teresa 

I was searching around today for some articles on the difference between "marketing" and "sales."  Found some good ones so I thought I would share:

* Bnet Business Network

* Another one on Bnet

* Ezine Articles

* The Woman Connection (???? Don't ask...I have no idea.  But, it's a good article.)

* Pete's Thoughts

Each of these articles has something interesting to contribution to the conversation.  They generally describe marketing as strategic, long-term, focused on generating prospects, and involving research, product development, and pricing, in addition to communications and advertising. Sales, on the other hand, is more tactical, short-term, focused on qualifying and closing prospects, and involves direct customer interaction so they key issues are follow-up and service.

As we all know, a lot of colleges have a "sales" team (read admisson office or development office) on steroids and no real marketing department.  Or, we HAVE a marketing department but one without the authority, budget, and staff to do real marketing. Thus, the battle wages on...... 

Wow.  I just read the AP story about the former Mississippi State baseball coach's public outcry over the hiring of his replacement.  The University chose John Cohen over former coach Ron Polk's assistant coach and Polk's preferred candidate, Tommy Raffo.

The story quotes Polk as saying, ""Now he's got me on the war path and all I can do is hurt him [AD Greg Byrne].... I'm going to do everything I can to make his life miserable." True to his words, Polk "vowed to remove his name from the stadium and the school from his will."   In addition, "Polk said he will personally take down the banners that display his name and number. He also will use his influence to scuttle a number of support programs, such as the foster parent program and the Dugout Club."

When Polk resigned he didn't mean he was resigning from caring about Mississippi State. 

It is important to remember the emotional ties to our colleges and universities and the raw emotion that accompanies turnover, but it is also vital to turn the corner and start the next era of success after change.

-- Teresa Valerio Parrot

The AP just posted a story this morning saying that the president of West Virginia University, Mike Garrison, is going to resign effective September 2008.

The article states, "Though an independent panel found there was no evidence of Garrison's interference, it was on his watch last fall that WVU administrators added courses and grades to Bresch's incomplete transcript, awarding her a 1998 executive master's business of administration degree she'd been claiming on her resume."

"The controversy has prompted newspapers and alumni to call for Garrison to resign. Also, a growing number of alumni have said they would not donate until Garrison left."

After two votes of no confidence by his faculty and significant press coverage, Garrison chose to resign.

His resignation included the following language: "After careful reflection, I have determined I am the one person who is uniquely situated to stop this dialogue with my decision.  It is the most difficult decision I have ever faced. But it is a clear decision with a clear outcome."

I wish President Garrison and his family the best.  Hope is not a strategy, but let's hope WVU and President Garrison now are able to  turn the corner.

-- Teresa Valerio Parrot

My final thoughts on the topics of retention and persistence to gradation appear below.  (Click here for part 1 or part 2 of this blog series.)

·         I find that the general public is almost always surprised, saddened and sometimes shocked by the fact that roughly 1 in 2 students who start college don't graduate.  For the most part, higher education, as an industry, keeps this number relatively quiet.  There are a myriad of reasons why students don't "get what they come after," i.e. a degree.  Many of these reasons are legitimate and justifiable from an institutional perspective.  Nevertheless it is almost always a "lose-lose" situation for both student and school when no degree is earned nor awarded.

·         The metrics outlined in my book and blog entries are more common-law than edict.  Happily, there is a great deal more interest and information about retention today than a generation ago.  Colleges are paying attention.  It costs more to replace a student than to keep one so the bottom-line suggests that retention is a good thing.  As student costs continue to accelerate and scrutiny correctly mounts, colleges increasingly recognize their reputations and integrity depend on transparency and accountability with regard to results.  Graduation is certainly one significant value-added outcome criterion.

·         As access to college happily becomes more customer friendly, student paths become more diverse (i.e. part-time, on-line, re-entry, transfer), and it becomes harder and harder to measure things like retention and persistence.  Colleges are getting better at tracking these "non-traditional" student careers but there are few standards by which to benchmark those experiences compared with those of the more conventional full-time 18-22 year old undergraduate.

I would love to hear your thoughts on my entries.  Or, do you have any best practices from your institution that you think others would benefit from hearing?

-- Jerry Israel

If you travel much you probably have earned airline status to move you to the front of the security line.  Recently, though, a new group started moving in front of the frequent flyers.  Who are these chosen few?  They are the people who have registered with Fly Clear.  

I just registered today (I'm not going to sit in that line!!).  At the end of the registration process I was provided with a "refer-a-friend" code to share with my friends and colleagues.  Well, that's you!!  If you use the code "DSCAM1122552" then we both get an extra month of preferential treatment through Fly Clear for free!  That gives us just enough time on the other side of security to share conversation over coffee before our planes depart :).

-- Teresa

I was reading Scott Jaschik's review of two very public scandals in which institutions have been accused of "breaking explicit rules about degree eligibility to benefit politically influential individuals."  My heart sank when reading the quotes attributed to one of the registrars, because I could only assume the registrar had not participated in media training.

I often tell administrators to remember that the offices most likely to field public calls (admissions, student life, registrar, student health center, etc.) need to know the media policies and they need to know how to respond when the phone rings and a reporter is on the other end.  Don't leave them hanging.  It's not strategic for your institution and its not fair to them.

-- Teresa Valerio Parrot

Hopefully you saw the first portion of this three part series yesterday.  Below are my additional thoughts on the question students should ask: "can you tell me how many freshmen return the next year to continue their education here?"

Below are more of my thoughts on the topic:

·         One big conundrum is that many, probably most, students who leave, transfer to another college or university and are often hard to track.  Colleges argue correctly that students who leave, wind up elsewhere and eventually graduate should be evaluated differently in the data from those who "drop-out" and never graduate.  US News now does allow students who can be shown to have transferred to another college to count as being "retained."  This is especially important because more than half of all American undergraduates now complete baccalaureate degrees at a school other than the one where they started that pursuit.

·         The other significant retention (I prefer the phrase persistence to graduation) measure is, of course, the percent of students who graduate after a period of time.  We still speak about 4 year colleges but, in fact, have abandoned using that time period in any meaningful statistical way.  The metric norm has become 6-year graduation rates.  There are a host of reasons, not all negative, for the extension of the length of time to achieve a degree.  I would be glad to go into greater detail if you are interested.

·         50% graduation over 6 years is a rough watershed.  At that level or above, there is usually institutional satisfaction.  Graduating fewer than half of all matriculants after 6 years is almost always worrisome.

-- Jerry Israel

At ten years old I was probably too busy picking my nose to think about picking my college... Which is why it amazes me that there are kids in this world like Moshe Kai Cavalin who just completed his second year at a community college (acing his classes by the way), and is now setting his sights on a four-year institution... hopefully with a nice scholarship attached. I read this article today and it just made me smile so I wanted to share it with you.

My favorite part was this quote from Moshe. He had just been asked why he enjoys learning so much when other kids his age find it boring. He said,

"King Solomon said that knowledge is more important than silver or gold. And I add that knowledge is like a big brother helping you until the end of your life."

Any of you want to give this kid a scholarship?

--Meredith

I am pleased with the interest my new book, "The 75 Biggest Myths About College Admissions," is receiving. I was just emailing with someone yesterday about Myths 25 and 26, which focus on issues of retention and persistence to graduation, and I thought some of our conversation might be of interest.  I'm going to post a three part series on these specific myths over the course of this week.  I hope you'll look for my book if I've raised topics near and dear to your heart.

I tell students that the most important question they can ask a prospective college is "can you tell me how many freshmen return the next year to continue their education here?"

Here are details I think they need to know when selecting a school that is a fit for them:

·          Most students who leave without a degree do so during or at the end of their first year.  Show me as a successful freshman and I will show you a college graduate.  Almost all colleges and universities keep track of persistence to the second year of their first-time full-time freshmen.  US News tracks that number in their rankings data.  It is the most common, easiest to understand and useful of all the retention measures.

-- Jerry Israel

Betsy McNair forwarded this my way to share with you.

-- Teresa

Conference Director

Academic Impressions is a dynamic and growing organization that provides professional development events for academic and administrative leaders in higher education.

We are expanding our team of conference directors responsible for designing professional development events from inception to completion. By applying their knowledge of the administrative context of higher education while staying current on trends and emerging issues, conference directors are in a unique position to effect positive change across colleges and universities. Logistical support for conferences is provided by in-house meeting planners.

We are currently seeking a conference director to assemble additional events in the area of marketing, communications, and recruiting.  A qualified candidate will have experience working to market and position institutions of higher education and craft their communication strategies.  Experience working within or closely with an admissions department preferred.  Knowledge of current web technologies and their use in marketing a plus.

Major responsibilities include:

• Identifying and researching relevant professional development topics
• Identifying, recruiting, and working closely with leading experts in the field to develop content
• Designing programs that align with intended audience and institutional needs
• Attending and managing live events on site (average of one/month)

Required skills and experience:

• Experience working in marketing and communications in a higher education context
• A graduate degree with demonstrated skills related to research, writing, synthesizing, and communicating ideas effectively
• Experience developing and adhering to budgets, and the ability to multi-task while managing tight deadlines
• First hand knowledge of college and university administration and decision-making

Application Process:

Application Form can be downloaded at http://www.academicimpressions.com/hr/application_form.doc. Please e-mail the following to hr@academicimpressions.com

• Cover letter
• Resume
• Completed form

For more information about the organization, please see www.academicimpressions.com. Interested candidates may call 720-488-6800 x201 for more information.

PS-- while we were in NYC Loretta and I enjoyed Broadway and the magic of the theatre.  Boeing Boeing is showing next door to the hotel in which we stayed.  The comedy stars Bradley Whitford, who I LOVED on The West Wing.  Based on this affection, I talked Loretta into waiting with me to take my picture with him.  He was so nice and so gracious.  He stayed and signed everything people asked, took picture after picture and the entire time had a smile on his face.  It made me love him even more :)

-- Teresa

I was lucky enough to visit the School of Visual Arts recently with Loretta.  The School's president, David Rhodes, and members of his leadership team were wonderful sports during our media training and mock interviews (Gary--I'm talking about you!!).  The School is in the heart of New York City and I have to admit I can't imagine it anywhere else.

We wandered around the School during a break and were able to view the student art.  Wow.  Their students are nothing short of amazing.  Their spring fashion show was informative, artistic, creative and hilarious.  I know that sounds like such a strange mix, but I LOVED it.  I'm not an artistic person so I always enjoy seeing how creativity manifests itself in others. 

As if I needed further proof that I'm lacking in artistic creativity, I had a picture of my aura taken last week in Washington, DC.  Yes, you read that correctly.  Remember I'm from Boulder, so how could I resist such an opportunity?  My reading said I have peace in my life and I have healing powers.  The man reading my photo also said I was lacking in creativity.  I have my moments but none of them have produced anything that would help me gain admissions to SVA's programs.  Kudos to their students and their noteworthy skills.   

-- Teresa Valerio Parrot

There is a great new job opportunity at Ball State for a Marketing Communications Manager. It offers great possibilities for someone who is interested in expanding their portfolio; incorporates all aspects of marketing communications and works closely with the entire Ball State communications team--marketing, media relations, events, executive writer, etc.  Best part of the job in my opinion?  You get to work with Tony Proudfoot, Ball State's AVP of Mktg & Comm.  Tony is super sharp and leading of the nation's most ambitious marketing and branding initiatives. 

This directly from the job description:

Primary Function:  Increase the visibility and raise the public's awareness of Ball State University's community-based programs and contributions to Indiana communities.  Toward this end, common functions will include working collaboratively with Building Better Communities (BBC) and the Office of University Marketing and Communications (UMC) on the development and production of marketing and public relations programs, marketing collateral, and supporting outreach activities and initiatives for Ball State University's Building Better Communities programs. The successful candidate will ensure consistency with university, branding, messages, graphic standards, and communications and web policies.

Contact Tony Proudfoot, Associate Vice President, Marketing and Communications at TPROUDFOOT@bsu.edu or 765.285.1560.