Bearhug

Griffin calls to come and kiss him goodnight
I yell ok. Finish something I'm doing,
then something else, walk slowly round
the corner to my son's room.
He is standing arms outstretched
waiting for a bearhug. Grinning.

Why do I give my emotion an animal's name,
give it that dark squeeze of death?
This is the hug which collects
all his small bones and his warm neck against me.
The thin tough body under the pyjamas
locks to me like a magnet of blood.

How long was he standing there
like that, before I came?

-- Michael Ondaatje

For those that may not be aware of this site, students (or anyone who says they are a student) can go online and provide feedback on an array of ratings to college professors’ performance in the classroom along with open ended comments. A key component of this web-site is that all postings are completely anonymous. There is no way to determine who has posted the comments or why. Some are great, some not so great. My ratings for example can vary by such extremes from “you can only get an A if you are male” to “you can only get an A if you are female” Both are posted (I was thinking the only logical explanation is no one can get an A but they haven’t realized it yet).

As a result of the frustration/anger/hurt feelings/the need to get the truth out/whatever, on behalf of some teachers, an avenue for them to respond was created. This comes in the form of “professors strike back.” This outlet allows teachers to create short videos that respond to their ratings and comments and post them on both RateMyProfessor.com as well as on mtvU, “a 24 hour network broadcast to more than 7.5 million students on American college campuses” (NYT). These videos have become very popular with students and I must admit amusing to watch.

The question I ask is “Why?” Does making a rebuttal video change student perceptions? Does it make the professor creating the video more “accessible” to students of demonstrate their ability to “relate?” I don’t know but it seems as if you are arguing with the wind. I personally feel that the videos can make a “boring” professor seem like a “boring and overly sensitive” one. I watched one video made by a professor accused of being “arrogant.” His video went through all the reasons the anonymous rater was wrong and a loser. I thought the video made the students case. Who responds to negative criticism by calling someone a loser without looking like one themselves?

Do I go to RateMyProfessor to see what people have said about me? Sure do. However, I see it as one basis of feedback among many. I try to reflect on why someone would write what they have. If I feel there is a chance of a negative rating being valid, I try to figure out a way to change future perceptions and/or change my teaching style. If I get good reviews I try not to let it go to my head. You are only as good as what you do today. (I am still hoping to get a chili pepper some day for being “hot”…..note to wife, you are my only chance).

-- Tom Hayes

1) Know what and why…you should know what your needs are and why you need a consultant (instead of doing it yourself) before you begin.
2) Check the relevancy of a consultant’s experience
3) Make your RFP work… be as specific as you can and be honest about your needs and budget
4) Have your cake and RFP too…screen the consultants you send the RFP to for connection to your culture
5) Ask the right questions in your interview…
6) Dance with the one who brought you…make sure the person giving the “pitch” is the one who will be working with you
7) Find someone you like
8) Get it in writing…makes sure everything that is expected is down in writing
9) Establish trust….’nuff said

I must admit writing this blog entry is part therapeutic. I just found out that I, and my firm, will not have the opportunity to work with a prospective partner that I would have bet the farm with which we were a perfect match. This led me to be a bit introspective. I am a firm believer in learning from every success and setback. Indeed, I also firmly believe that that we learn more, and grow more, from our setbacks. As part of this process, I of course reached out to my contact to receive any feedback they would feel comfortable providing. However, it occurred to me I would also reach out to you, the reader and ask the following questions:

What do you look for in a consultant?

What has proven to be the keys to a successful relationship between you and a consultant?

Have there been times that you were sure you had a perfect match between you and a consultant you hired and it was a big bust? What happened?

I would like to get your reactions to these questions and indulge in a dialogue on the topic. I will also use your responses as the basis for my input on a panel discussion I am scheduled to participate in for CASE’s conference. This is the Integrated Marketing and Branding Conference in Seattle on May 19-21.

I look forward to hearing from you!

-- Tom Hayes

In the segment, Baker reports that Mason experienced a 40% increase in out-of-state applications last year. And, they estimate the media exposure they received was worth $677M...yes, that's an "M" for million!

Any more questions about how success in athletics can influence marketing and recruitment?

Among other things, the 2nd edition reports:

* "the calls for standards, data, accoutability will increase" - so we better continue working on tracking data carefully
* "the parental attitudes and political impetus that brought the No Child Left Behind law to K-12 will make itself felt in academe" - think massive standardized testing
* Helicopter parents are upgrading to "stealth fighters" - continue with the development of marketing plans targeting parents because college is now a "co-purchase" decision
* "Big brands are back" - "millennials pay keen attention to what's happening at the gravitational center of their peer group"

So, get the book and read it and the register to come to the AMA Symposium in Chicago in November. Neil Howe will be there to do a keynote session and explain all this and more in great detail!

Another great example reinforcing the idea that "you are how you market" comes from Dr. Lisa A. Rossbacher, President of Southern Polytechnic State University, in Marietta, GA. She and her team are going to be presenting an advanced marketing session at this year's AMA Symposium about the huge increases in applications they have generated in the last couple years. They did not increase their marketing budget at all....they just put all their money online and into electronic marketing tools; the change was designed to reinforce their brand as a "techie" type institution.

Message to take home? Every institution needs to find their message...that core differential advantage that you want to deliver to your key target audiences. Once you find it, the manner in which you deliver it is a very important part of the equation. Don't forget to consider your brand when you are deciding on the HOW of your marketing strategy.

Wow.

Just in case you are wondering how NDSU is responding to this situation, their dean of students is quoted in the article as saying, ““We’re trying to find out the right approaches for accountability, but at the same time try to heal wounds that have occurred and allow the campus to move ahead.” The article classifies the situation as an investigation of complaints, not an investigation of the behavior of the students. And a suggested timeline for this approach, you ask? The dean anticipates the investigation will take until May 9th, which happens to coincide with the end of the school year.

Wow.

It took me quite a bit less time than a month and a half to determine that NDSU has to make some tough decisions, needs to update its crisis plan and crisis responses and review its student conduct policies and procedures. To quote my co-worker, Meredith Simpson, “You need a crisis plan for your campus not only in case people are on your campus with guns, but also because sometimes college kids just have zero common sense.”

-- Teresa Valerio Parrot

What do Dr. Pepper, Snickers and Skittles have in common? All share their hometown with Baylor University in Waco, Texas. I was lucky enough to visit the Baylor this past week, and I felt like I was home the minute I stepped on campus. Their student affairs office has set the standard, in my mind, for a university’s approach to making students feel like they matter. If you haven’t had the opportunity to visit Baylor and you aren’t on the invite list for Jenna Bush’s wedding in nearby Crawford, then please seek out Baylor reps at the next conference you attend. You won’t regret it!

Guess what time of year it is?? Time for these sorts of articles to appear in your local paper! The rankings are coming! The rankings are coming! Even if you are a college participating in the Annapolis Group boycott of ranking beauty contests, I KNOW you still take a peek at where you stand!

Finally, I was just commenting to Loretta Cooper last week that I tell clients to post all of their video on their own site and on YouTube.com. This week, she asked me to share a story from Media Week that stated, “Google has introduced a new, free tool to YouTube that will provide those who post video clips on the mega-popular site--whether they are semiprofessionals or media conglomerates--with deeper insights into when, where and how often their video clips are viewed.” Read the article and stay tuned for more!!

-- Teresa Valerio Parrot

Well, the times they are a changin’ folks…

CollegeWeekLive is a two-day virtual college fair, and my new favorite topic this week. While this is a new concept for higher education, it uses the technology that high school students use in their daily lives and reaches them on a level in which they are comfortable. Not only is it easier to access (you don’t even have to leave your house) but there is even more interaction possible on this virtual platform than at any normal college fair. If you want to read more about it, check out this great Newsweek article.

In the article, there is a great quote from the Robert Rosenbloom, the CEO of the company that created the event that really sums up the advantages of the virtual fair. He says,

"This isn't just creating 3-D booths in an exhibition hall so you can chat with an admissions person, get information about student life and apply online. In addition to all of that, there's the digital media piece. We're bringing all of this content together, streaming live video interactions with young professionals, experts, admissions officers all in one place—and allowing students and parents to ask questions of these experts, which you would never be able to do in a physical environment"

While using interactive technology that students can appreciate is definitely a plus, there are a number of other issues related to a traditional college fair that you don’t have to worry about. You don’t have to worry about transportation or location, and there is no fear of running out of materials. It is cost effective and much more accessible for all parties. Not to mention it is just really, really cool. Watch the video below to see what I mean.

-- Meredith Simpson

Case in point-- today there was a standoff at the University of Louisville. After the woman was disarmed, police discovered she had fatally injured her 11- and 13-year-old children in their home.

Perhaps what resonated most was that this occurred in my husband's hometown, on a campus I know. Or it could be that my motherly instincts went into overdrive in memory of her children. But setting my emotions aside, this is an opportunity to discuss the need to plan for domestic issues that spill over onto our campuses. These types of situations are increasing in frequency, but they are also scenarios that we can plan in advance to address.

One suggestion should you face a similar situation: make sure that the information you communicate in your initial telling of the situation is correct. As we have seen many, many times on many, many campuses, U of L is taking time to correct the woman's status as a student rather than focusing on the successful disarming by the police and the success of their safety protocols. The misinformation was included in their initial web announcement. When you control the message and flow of information, your time is spent advancing your key points rather than correcting details.

Louisville-- my deepest condolences for your losses.

-- Teresa Valerio Parrot

-- Teresa Valerio Parrot

• Ha ha! A tribute to abeedle and Kettering… anyone see that bell tower?
• Wow! That school really just described themselves as student-centered and focused on academics. How do they think that differentiates them?
• :)! I love how the strategically placed collegiate sweatshirts appear in so many ads.
• Bravo! That ad kept my attention and I can tell the voiceover is hitting the Marketing & Communication’s key points without sounding creepy!
• Yikes! ABC University used the talking head president as he walked through campus with a male of medium stature, one female, and an ethnic -looking student while using b-roll with collegiate looking architectural columns. How 1990’s! (For full disclosure purposes, I was featured as "one female" in my alma mater's print materials in the 90's, and my brother was chosen as the "ethnic -looking student" for a mural in the 80's.)

And, for a serious take on March Madness please also read Inside Higher Ed’s story on how well each of the teams are scoring on the NCAA’s Academic Progress Rate. In their analysis, Davidson is the winner of the tourney for their APR successes—congratulations to Davidson and their leadership. It is easy to forget that our student-athletes are amazing athletes that are also working towards college degrees and I appreciate IHE’s reminder.

-- Teresa Valerio Parrot

I mention this now because a recent client project made me think of how branding initiatives usually stem from some ‘trigger’ event. These ‘trigger’ events come in the form of changes in leadership (new presidents, chancellors, deans, vice presidents, etc.), the close or launch of a campaign, fluctuations in performance (unfortunately, usually of the undesirable kind), reactions to trends (decreasing number of college bound children), and as a client just realized the opportunity of transitioning from a school within a college to an independent college within the university. Whatever the ‘trigger’ event may be, the important part is to now view branding as an ongoing process, not just a simple project, and to incorporate branding into your annual and long-term strategic planning. And remember, you’ll never find nirvana, utopia or the Holy Grail if you don’t set out to do so!

-- Lo de Janvry

If you live in a glass house, then know people will catch you with a prostitute. Isn’t that how the adage goes?

--Teresa

_____________________________________________________________

Dear Dr. Laura—

You. Are. Priceless. And your outfit and Dr. Seuss boots do nothing to increase your credibility.

--Teresa

____________________________________________________________

Dear Everyone Else—

If you were every looking for an administrative scandal to follow and learn from, the state of New York is providing us with an educational moment. Look to see how Governor Spitzer messages out of this, the messages his colleagues and peers give publicly and to the media, and how collectively these resonate with the citizens of New York. I would never wish scandal or heartache on anyone or their family, but use the moments to shore up your crisis planning and messaging.

XOXO—Teresa

Jennifer Herrera, media relations and editorial services manager for AASCU, summarizes the book by saying:

Perhaps most beneficial to communication professionals is Simpson’s frequent use of teaching by example. Throughout the book he draws from high-profile institutional crises to illustrate both successes and failures in post-crisis messaging. He also provides a step-by-step guide to the creation of a crisis communications plan, and peppers the book with advice ranging from how to mobilize your communication team to how to effectively respond to the media.

What fitting words to describe Christopher’s legacy and his teaching methods.

I was lucky enough to be mentored by Christopher for four years. He was a teacher at every step and a supporter through each crises we tackled. Every day was a learning experience, and I was pushed further and harder than I knew possible. My daily goal was to solve problems, teach others and make Christopher proud.

Jennifer has reminded me that Christopher’s lessons live on in his writings and through each of us at SimpsonScarborough. I have learned from the best. His use of random adjectives has been incorporated into my writing style (perhaps not for the best!) and my ability to email at all hours of the night has been solidified. And for all of these I am grateful.

My goals remain to solve problems, teach others and make Christopher proud.

-- Teresa Valerio Parrot