Automagic Customization: Personalizing the Regional School Website Experience

WEBVTT 1 00:00:02.919 --> 00:00:07.280 You're listening to The Higher Ed Marketer, a podcast geared towards marketing professionals in 2 00:00:07.360 --> 00:00:12.480 higher education. This show will tackle all sorts of questions related to student recruitment, 3 00:00:12.720 --> 00:00:16.359 donor relations, marketing trends, new technologies, and so much more. 4 00:00:17.079 --> 00:00:21.480 If you're looking for conversations centered around where the industry is going, this podcast 5 00:00:21.559 --> 00:00:30.839 is for you. Let's get into the show. Welcome to the Higher Ed 6 00:00:30.879 --> 00:00:35.000 Marketer Podcast. My name is Troy Singer with Ring Digital and I'm here with 7 00:00:35.039 --> 00:00:40.479 Bart Kaylor from Kaylor Solutions. And each week we interview higher ed marketers that 8 00:00:40.560 --> 00:00:44.920 we admire for the betterment of the entire higher ed community. Today we are 9 00:00:44.960 --> 00:00:49.439 bringing you Kyle Pucko. Kyle is the co founder of a company called geo 10 00:00:49.520 --> 00:00:54.399 Fly and what they do is enable you, an institution, or really any 11 00:00:54.439 --> 00:01:00.000 company at the website level, be able to personalize your website bay stun the 12 00:01:00.079 --> 00:01:07.159 location of where the person is viewing your website from. There's lots of possibilities. 13 00:01:07.560 --> 00:01:11.319 Kyle goes over those possibilities with Bart. I think this is a wonderful 14 00:01:11.359 --> 00:01:15.719 conversation to hear. Yeah, it's a it's a fun conversation and I think 15 00:01:17.079 --> 00:01:19.719 this is one of those things we always talk to our guests before they come 16 00:01:19.719 --> 00:01:22.840 on and we say, hey, we have a lot of different sized schools. 17 00:01:22.840 --> 00:01:26.840 We've got you know, really big D one institutions and our one institutions 18 00:01:26.840 --> 00:01:29.879 that we're working with, and we've got really tiny, little faith based schools 19 00:01:29.879 --> 00:01:34.680 that have fifty students. Give us stuff that anybody can use. And I 20 00:01:34.719 --> 00:01:40.040 think Kyle delivers because it's such a pragmatic and practical tool that he has that 21 00:01:40.120 --> 00:01:42.400 he talks about, and quite frankly, it's very affordable. And so I 22 00:01:42.400 --> 00:01:47.439 think that the idea of really being able to personalize that experience, you're gonna 23 00:01:47.480 --> 00:01:49.480 have a lot of ideas that you're gonna walk away with. And I'm really 24 00:01:49.480 --> 00:01:55.680 excited about this episode. Here's our conversation with Kyle. Kyle Bart and I 25 00:01:55.719 --> 00:02:02.719 are excited to talk about the technology around stimization that your company and other companies 26 00:02:02.799 --> 00:02:08.599 like it bring. But before we get into the conversation around personalization, I 27 00:02:08.599 --> 00:02:13.479 would like to know if there's anything that you've learned recently that you could share 28 00:02:13.520 --> 00:02:17.400 with our audience. Yeah. Absolutely, and thank you both for having me 29 00:02:17.479 --> 00:02:22.120 on. This is a really cool part. We go kind of way back, 30 00:02:22.159 --> 00:02:25.120 so it's exciting, exciting to be here today, and Troy good too. 31 00:02:25.199 --> 00:02:29.000 Good to meet you again here. Um, yeah, this is a 32 00:02:29.000 --> 00:02:31.120 that's a great question. I wish it was something a little more exciting, 33 00:02:31.159 --> 00:02:35.240 but since I am a digital marketer at heart, I have to sort of 34 00:02:35.240 --> 00:02:38.280 relate it back to digital marketing. I recently saw a study by the company 35 00:02:38.360 --> 00:02:45.400 Thumbtack, which works with like pairing homeowners with like contractors, that as they 36 00:02:45.479 --> 00:02:51.520 add more form fields to their forms, their response rate goes up, which 37 00:02:51.560 --> 00:02:55.400 I think kind of flies against the trend that a lot of marketers tend to 38 00:02:55.400 --> 00:02:59.120 go with, which is, Okay, we need less form fields that kind 39 00:02:59.159 --> 00:03:01.560 of thing. And I thought that was really interesting and it made their customers, 40 00:03:01.560 --> 00:03:07.759 the contractors, much happier because there you know that the people submitting the 41 00:03:07.800 --> 00:03:12.039 forums were way more qualified and they had more information on them about budget and 42 00:03:12.080 --> 00:03:15.080 square footage of their roof and that kind of thing. So I thought that 43 00:03:15.120 --> 00:03:19.240 was really interesting. That is interesting, very much, So thank you for 44 00:03:19.360 --> 00:03:23.360 sharing. Kyle. If you would give us a brief introduction to you and 45 00:03:23.439 --> 00:03:28.680 geo fly, Yeah, absolutely so, Kyle Pucko. I'm based here in 46 00:03:28.719 --> 00:03:31.840 Missoula, Montana. Our team is headquartered here. And what geo fly does 47 00:03:32.120 --> 00:03:38.439 is it allows anyone, regardless of technical background, to change and replace your 48 00:03:38.439 --> 00:03:44.840 existing website content based on location. So my background is in Higher ED, 49 00:03:45.360 --> 00:03:47.400 so of course I always use the example of Higher ED. Want to talk 50 00:03:47.439 --> 00:03:51.759 about geo fly, But somebody visiting, oh, say, the University of 51 00:03:51.800 --> 00:03:57.360 Montana's website from California, is going to see different content than somebody visiting that 52 00:03:57.479 --> 00:04:02.719 same website U MT dot et U from Michigan or New York or wherever. 53 00:04:03.360 --> 00:04:09.000 So you could show different testimonials for for out of state students versus in state 54 00:04:09.039 --> 00:04:13.400 students. You could show scholarship information to Californians that visit your site versus in 55 00:04:13.439 --> 00:04:18.720 state tuition information for in state students. Lots of applications in Higher ED. 56 00:04:18.920 --> 00:04:21.800 We work with e commerce, we work at tourism, so we're sort of 57 00:04:21.800 --> 00:04:26.560 all across the board. There. That's the quick elevator pitch. Thank you, 58 00:04:26.639 --> 00:04:30.240 But I do want to emphasize that you said you worked in Higher ED, 59 00:04:30.319 --> 00:04:32.680 but you worked in admissions. You are a road warrior, so you 60 00:04:32.759 --> 00:04:39.160 really know what it's like working for UH a large university. I think it 61 00:04:39.240 --> 00:04:42.680 was the University of Montana at one time. Is that correct? Yeah, 62 00:04:42.720 --> 00:04:46.839 you got it. So I spent a decade, almost a decade, working 63 00:04:46.399 --> 00:04:51.120 in higher ed. I worked at a small private liberal arts school outside of 64 00:04:51.160 --> 00:04:57.480 Chicago, Rockford College. I think it's now Rockford University. That's where you 65 00:04:57.519 --> 00:05:00.360 know I was. I was in a position that was known as the athletic 66 00:05:00.439 --> 00:05:03.360 liaison and my role was specifically to go and recruit high school athletes to come 67 00:05:03.399 --> 00:05:06.399 and play Division three sports. So I was going to, you know, 68 00:05:06.519 --> 00:05:10.000 hundreds of high schools. I was on the road four days a week just 69 00:05:10.160 --> 00:05:14.439 visiting high schools in Illinois, which there are many, but also traveling in 70 00:05:14.439 --> 00:05:17.759 Iowa, uh, Iowa, Missouri. It was really cool to see that 71 00:05:17.800 --> 00:05:21.040 part of the country. Having grown up in New York, and then made 72 00:05:21.040 --> 00:05:28.079 my way further west to the University of Montana, where I spent almost five 73 00:05:28.160 --> 00:05:32.959 years and admissions and then ended my career there as the digital marketing manager for 74 00:05:33.000 --> 00:05:38.759 the university, which at the time, this was two thousand fourteen. When 75 00:05:38.800 --> 00:05:42.480 I took on that rule two thousand, two thousand fourteen, I started to 76 00:05:42.480 --> 00:05:45.240 look on LinkedIn, and at least according to LinkedIn, I was the only 77 00:05:45.279 --> 00:05:48.399 digital marketing manager at any university in the whole country at the time, So 78 00:05:48.439 --> 00:05:51.839 I felt like I was early in the in that trend. And I loved 79 00:05:51.879 --> 00:05:56.480 my time and admissions. I love the University of Montana. I'm still very 80 00:05:56.480 --> 00:06:00.279 connected with a lot of people there. Um, and it's such a big 81 00:06:00.319 --> 00:06:03.519 part of this community. But just working on a college campuses is so fun. 82 00:06:03.800 --> 00:06:08.399 Um. But I had an entrepreneurial gene in me that I that I 83 00:06:08.399 --> 00:06:11.319 couldn't quite get rid of. So I had to I had to go and 84 00:06:11.360 --> 00:06:14.920 start this company. I'm I'm particularly interesting because I mean you, like you 85 00:06:14.920 --> 00:06:16.560 said, you and I've known each other for a while. Tell me a 86 00:06:16.560 --> 00:06:21.160 little bit more about why customization. I mean, we talked about the elevator 87 00:06:21.199 --> 00:06:25.040 pitch of of geofly, so you know, I'm a student, I'm coming 88 00:06:25.040 --> 00:06:28.480 to a school and you can change it based on my on my IP address, 89 00:06:28.560 --> 00:06:32.160 my location of of where I'm coming from. Why is that so important? 90 00:06:32.279 --> 00:06:35.920 And why does it matter to generations z especially? I was in admissions, 91 00:06:35.920 --> 00:06:42.480 I was in marketing, and I was looking specifically at Google analytics and 92 00:06:42.519 --> 00:06:46.720 a lot of the information about the financial aid space, the financial aid page 93 00:06:46.720 --> 00:06:49.959 specifically. And if your listeners know this, they're in higher ad They know 94 00:06:50.000 --> 00:06:56.079 that sometimes that financial aid page can be maybe less than marketing focused. You 95 00:06:56.079 --> 00:06:59.959 know, when you think about landing pages, that's kind of thing because there's 96 00:07:00.079 --> 00:07:02.639 that silo, right the financial aid team is managing the financial aid page, 97 00:07:02.639 --> 00:07:06.079 and we love them. They do great work, but sometimes they're marketing, 98 00:07:06.560 --> 00:07:11.319 you know, they're they're not thinking marketing first. So at the University of 99 00:07:11.360 --> 00:07:16.160 Montana, you know, we would display in state tuition and you listeners can't 100 00:07:16.199 --> 00:07:19.120 see, but I'm like sort of charting this out. We would display we 101 00:07:19.120 --> 00:07:24.279 would display in state tuition rate above out of state tuition. So if you 102 00:07:24.319 --> 00:07:26.839 were an out of state student and you go to the financial aid page or 103 00:07:26.879 --> 00:07:30.879 you're not a state parent, you see this displayed in this way, and 104 00:07:30.079 --> 00:07:33.279 your immediate reaction is, oh, well, boy, that's too bad. 105 00:07:33.360 --> 00:07:36.600 You know, it's it's sort of a it's not a great experience if you're 106 00:07:36.600 --> 00:07:39.959 an out of state parent to say, oh, jeez, if I was 107 00:07:40.000 --> 00:07:43.920 just a Montana resident, i'd pay thousands of dollars less, when in reality, 108 00:07:44.240 --> 00:07:46.000 when I was at the university, it was clear that a lot of 109 00:07:46.000 --> 00:07:50.160 the surrounding states, Washington, California, even Oregon, like you come to 110 00:07:50.199 --> 00:07:55.399 the University of Montana, you'll pay less than you do in state at those 111 00:07:55.439 --> 00:07:57.639 in those states. I don't know if that's still true today, but at 112 00:07:57.639 --> 00:08:00.480 the time it was, so we wanted to promote that in a way. 113 00:08:00.519 --> 00:08:03.800 So of course we go out looking for well, okay, how do we 114 00:08:03.839 --> 00:08:05.959 do this. Let's just go find the product that helps us do this. 115 00:08:05.360 --> 00:08:09.160 And when we couldn't find one, of course that's when and I say we, 116 00:08:09.319 --> 00:08:13.439 my co founder and I Nick Shawn's um went out and decided to build 117 00:08:13.480 --> 00:08:16.639 this. And and you know, to Bart your question, why is this 118 00:08:16.720 --> 00:08:22.959 important? I think it's important for a lot of reasons. It's segmenting the 119 00:08:22.040 --> 00:08:26.160 same way that you would segment emails. So somebody that gets an email from, 120 00:08:28.000 --> 00:08:31.559 uh, the University of Arkansas, and that person lives in New York, 121 00:08:33.360 --> 00:08:37.720 and the emails blasted to everybody nationwide, uh, and it's the same 122 00:08:37.759 --> 00:08:41.399 email. Like you're we just know as marketers, you're going to get a 123 00:08:41.440 --> 00:08:45.159 lower response rate if you do that. Then if you personalize it to your 124 00:08:45.200 --> 00:08:50.120 prospective students or your applicants or your admitted students that live in New York, 125 00:08:50.399 --> 00:08:54.639 Hey, we're from the University of Arkansas. I recently saw a unit a 126 00:08:54.679 --> 00:08:58.279 Northern Arkansas marketing campaign that was like, why you know, when your family 127 00:08:58.320 --> 00:09:01.799 asks you why you're moving to Arkansas, here's what you say, and here's 128 00:09:01.840 --> 00:09:05.279 why you're doing this, and and maybe you sort of play it up like 129 00:09:05.320 --> 00:09:13.200 that and and you know, not being gen z um. So I don't 130 00:09:13.200 --> 00:09:18.240 want to talk necessarily totally for them, but we see it everywhere across generations. 131 00:09:18.320 --> 00:09:20.960 Is why is it important? Why is it important to personalized messaging? 132 00:09:22.000 --> 00:09:26.200 Well, because it just feels more relevant. So Geo flied website. If 133 00:09:26.240 --> 00:09:31.080 done correctly, the user doesn't really know that the content is being personalized for 134 00:09:31.159 --> 00:09:33.559 them. It just is like, Oh, there's an alumni that lives in 135 00:09:33.559 --> 00:09:37.159 Austin from this university and I'm from Austin. That's really cool, and they're 136 00:09:37.159 --> 00:09:41.679 featured on the homepage. We will be right back after a word from our 137 00:09:41.679 --> 00:09:50.360 sponsor. Today's podcast is brought to you by our d O Education Solutions are 138 00:09:50.440 --> 00:09:56.960 DAO helps colleges and universities increase access to education while giving students and families financial 139 00:09:56.960 --> 00:10:01.039 peace of mind. Our dayo's Loan with Payment Assistant program ams known as l 140 00:10:01.120 --> 00:10:07.600 raps, help students with modest incomes repay their federal student parent plus in private 141 00:10:07.639 --> 00:10:13.039 loans are dao's l raps give students the confidence they need to enroll and are 142 00:10:13.080 --> 00:10:16.519 a win win for your institution. To learn more about our d O and 143 00:10:16.559 --> 00:10:22.559 see case studies from institutions like yours, d O dot org. That's a 144 00:10:22.840 --> 00:10:30.919 r d e O dot org. Welcome back. Let's rejoin the conversation right 145 00:10:30.960 --> 00:10:35.039 here on the higher ed marketer. It's one of those things that it's not 146 00:10:35.080 --> 00:10:37.480 being done that much, and so it's it's kind of an unexpected surprise. 147 00:10:37.919 --> 00:10:41.360 And I think that's one of the things that really helps out in today's higher 148 00:10:41.360 --> 00:10:46.799 reed marketing is when we can do something that's extremely targeted, extremely relevant. 149 00:10:46.360 --> 00:10:50.759 UM. We had a conversation, uh in a recent podcast with Bob Johnson, 150 00:10:52.120 --> 00:10:54.360 you know, kind of a leading higher ed marketing expert, and he 151 00:10:54.399 --> 00:10:56.879 talked a lot about the idea of, you know, taking the information that 152 00:10:56.960 --> 00:11:01.559 we know about people and customizing their experience. It's based on that and he 153 00:11:01.600 --> 00:11:05.320 was talking about it in the in the essence of calm flow. But for 154 00:11:05.399 --> 00:11:09.360 you, we're talking about it from that very first impression that they have because 155 00:11:09.360 --> 00:11:11.320 a lot of times, i mean, we look at all the studies that 156 00:11:11.799 --> 00:11:15.360 the rn l E, expectations, reports and everything else always tell us that 157 00:11:15.600 --> 00:11:18.159 the website is the number one, you know, first impression that people have 158 00:11:18.200 --> 00:11:22.080 about our schools. And so the fact that if that first impression not only 159 00:11:22.120 --> 00:11:26.320 starts here, but can go up even higher because all of a sudden, 160 00:11:26.240 --> 00:11:31.879 I'm looking in the mirror at something that I recognize, whether it's an alumni 161 00:11:31.039 --> 00:11:35.639 testimonial, some social proof from somebody that's near where I'm coming from, or 162 00:11:35.679 --> 00:11:39.720 even that like you said, that statement that says what I might qualify from 163 00:11:41.279 --> 00:11:43.120 because of my location. Let's say I'm an in state or I'm out of 164 00:11:43.200 --> 00:11:46.679 state or whatever. I really love that idea, and I think that does 165 00:11:46.759 --> 00:11:50.919 I mean, you're right, it doesn't make specifically for gen Z, but 166 00:11:50.960 --> 00:11:54.039 I think everybody wants to kind of feel like they get me even before they 167 00:11:54.159 --> 00:11:58.679 really know me. And I think that's a that's a great point. Yeah, 168 00:11:58.879 --> 00:12:03.000 yeah, totally. And the cool part two to your point about personalization 169 00:12:03.080 --> 00:12:07.679 is a lot of times colleges already have this information, this content exists on 170 00:12:07.720 --> 00:12:13.720 their website, so they just need to surface it to the user earlier. 171 00:12:13.240 --> 00:12:18.960 You know, take an international student as an example. Colleges have tons of 172 00:12:18.000 --> 00:12:24.279 information about international enrollment, international applications. But when somebody visits their homepage, 173 00:12:24.879 --> 00:12:28.360 uh, they see the same thing that everybody else sees. Wouldn't it be 174 00:12:28.480 --> 00:12:31.360 wouldn't it be cool if they just, hey, you add a button that 175 00:12:31.399 --> 00:12:35.120 says interested in our total exam requirements like click here, and maybe that disappears 176 00:12:35.120 --> 00:12:41.200 if you're visiting from the United States. Yeah, so I'm guessing the software 177 00:12:41.240 --> 00:12:45.960 allows you to kind of do you know, not only targeting a specific location. 178 00:12:46.000 --> 00:12:48.279 So I can say, if they're from Austin, serve this up, 179 00:12:48.559 --> 00:12:50.960 but it also says, if they're not from these areas, serve this up. 180 00:12:52.759 --> 00:12:56.279 That's right, that's right. And and to your point, bart about 181 00:12:56.960 --> 00:13:01.240 like serving the relevant content moving from New York and then you know, a 182 00:13:01.240 --> 00:13:05.919 couple of stops along the way, but landing in Montana, I think colleges 183 00:13:05.000 --> 00:13:09.440 and maybe your listeners would sort of identify with this. A lot of times 184 00:13:09.440 --> 00:13:13.559 admissions professionals are hired from Oh they were the tour guide and then they sort 185 00:13:13.600 --> 00:13:18.399 of graduated and now they're the biggest advocates for the university, which is awesome, 186 00:13:18.480 --> 00:13:22.759 Like, of course you want those people in your admissions office sort of 187 00:13:22.799 --> 00:13:28.120 shouting all the accolades and UH talking about their experiences at the university. That's 188 00:13:28.240 --> 00:13:33.799 extraordinarily valuable. However, I also found it extremely valuable to enter the team 189 00:13:33.799 --> 00:13:39.039 as an outsider UH and I hope that the team found that valuable as well. 190 00:13:39.240 --> 00:13:41.480 That I was at the University of Montana in admissions and this is my 191 00:13:41.559 --> 00:13:45.919 first time in Missoula. I knew nobody, so I was looking at it 192 00:13:45.960 --> 00:13:50.759 from the point of view of a first time visitor to the town. And 193 00:13:50.879 --> 00:13:54.399 when I would read marketing messages like go Grizz, you know, the Grizz 194 00:13:54.519 --> 00:13:58.840 or the football team here and the athletics here, Um, it didn't really 195 00:13:58.279 --> 00:14:01.720 resonate with me. I didn't really get it. I wasn't a huge Grizz 196 00:14:01.720 --> 00:14:05.559 fan at the time, and I am, of course now. But you 197 00:14:05.600 --> 00:14:09.159 know, ten years ago when I started, Go Grizz meant very little to 198 00:14:09.200 --> 00:14:13.120 me, And so I could sort of add to the conversation, Hey, 199 00:14:13.200 --> 00:14:18.159 if we're sending things to you know, New Yorkers or even out of state 200 00:14:18.200 --> 00:14:20.320 US, you know people in Seattle, go Grizz might not mean that much, 201 00:14:20.360 --> 00:14:24.720 Like maybe we should have a different message for out of state students. 202 00:14:26.639 --> 00:14:31.919 That's that's less sort of inside baseball. But in state, absolutely, let's 203 00:14:31.240 --> 00:14:35.480 shout go grizz from the rooftops. People know it. Chances are they have 204 00:14:35.519 --> 00:14:37.519 relatives that went to the university. But out of state, you know, 205 00:14:37.559 --> 00:14:41.200 you can throw that playbook out the window. So it gives you the opportunity 206 00:14:41.240 --> 00:14:46.320 to also have multiple playbooks. We've talked about at a high level that your 207 00:14:46.399 --> 00:14:52.639 service offers customization, but uh, specifically, what types of things or what 208 00:14:54.039 --> 00:15:00.240 web pages do you apply this technologically to the most there is the for me, 209 00:15:00.320 --> 00:15:05.480 that rule of your website traffic probably comes from five percent of your pages. 210 00:15:07.320 --> 00:15:09.519 So one of the first things we'll do is, there's really no hard 211 00:15:09.559 --> 00:15:13.919 and fast rule. Will take a look if if the university has it, 212 00:15:13.919 --> 00:15:18.000 which hopefully they do, we'll we'll peel back a layer of uncertainty and discover, 213 00:15:18.120 --> 00:15:22.080 oh, okay, it looks like actually, uh, the financial page 214 00:15:22.200 --> 00:15:26.080 is certainly one we talked about, um, you know, and then we 215 00:15:26.120 --> 00:15:30.799 try to discover with whatever university we're working with, are there opportunities that just 216 00:15:31.039 --> 00:15:35.279 makes sense here? You know, sometimes it it might not make sense to 217 00:15:35.320 --> 00:15:39.080 just take the college a business page and spend a lot of time personalizing it. 218 00:15:39.240 --> 00:15:41.360 When you've come to learn that hey, parents and prospective students aren't really 219 00:15:41.399 --> 00:15:45.799 going to these pages. A good example is like the University of Oregon. 220 00:15:46.399 --> 00:15:50.399 So the University of Oregon has an orientation that they do in the state of 221 00:15:50.440 --> 00:15:56.320 Hawaii. They have an orientation for anybody from Hawaii attending the University of Oregon. 222 00:15:56.840 --> 00:15:58.559 And you go to the orientation page and you really have to dig to 223 00:15:58.600 --> 00:16:03.919 find this information. But how easy would it be to say, if you're 224 00:16:03.960 --> 00:16:07.960 from the state of Hawaii and you go to our homepage, you see, 225 00:16:08.120 --> 00:16:12.279 hey, did you know that there's an orientation just for you. So sometimes 226 00:16:12.279 --> 00:16:15.639 it's not these are the pages that were Geoflyne, it's these are the pages 227 00:16:15.720 --> 00:16:22.799 that we're sort of surfacing to the homepage. And ninety of our customers it's 228 00:16:22.840 --> 00:16:26.879 the homepage first, and then we try to discover opportunity to I think that's 229 00:16:26.919 --> 00:16:30.279 really a good, good answer and help me understand too. I mean, 230 00:16:30.600 --> 00:16:32.960 we've talked a little bit about some of the use cases. Um, you 231 00:16:32.960 --> 00:16:37.320 know, certainly surfacing that information into the homepage, being able to highlight, 232 00:16:37.519 --> 00:16:41.480 you know, cleaning up the tuition page that it's more relevant from where they're 233 00:16:41.480 --> 00:16:47.399 coming from. I might even suggest or maybe guess that even sometimes on a 234 00:16:47.480 --> 00:16:48.679 on a visit page or other things like that, because I mean, I 235 00:16:48.720 --> 00:16:53.720 know some schools will offer you know, travel reimbursement or different things like that 236 00:16:53.799 --> 00:16:56.840 for out of state especially I've seen that in Southern California. Like if you 237 00:16:56.879 --> 00:17:00.440 know, if I'm going to be traveling from Indiana to uh to a university 238 00:17:00.480 --> 00:17:04.359 in southern California, they might offer a travel reimbursement or something like that. 239 00:17:04.480 --> 00:17:07.759 So those are some of the use cases that I can think of right off 240 00:17:07.759 --> 00:17:10.960 the top of my head. But I mean, what are some of the 241 00:17:11.079 --> 00:17:14.880 unique ones that you've you've witnessed and seen too. And maybe it's not in 242 00:17:15.000 --> 00:17:17.559 higher ed, but I mean I know that you do a lot of different 243 00:17:17.599 --> 00:17:19.400 things. But just to kind of get people thinking about it, because I 244 00:17:19.400 --> 00:17:23.039 mean, this is a I mean, I'm not gonna I'm not gonna pitch 245 00:17:23.079 --> 00:17:26.440 for you guys, but this is a very affordable solution that just about any 246 00:17:26.480 --> 00:17:32.319 school could could you know, sign up for and and in very short time, 247 00:17:32.400 --> 00:17:33.839 I think even so on your website, like you know, your starter 248 00:17:33.960 --> 00:17:37.000 is only nineteen dollars a month and launch in fifteen minutes. I mean, 249 00:17:37.319 --> 00:17:41.119 this is a pretty incredible opportunity. So let's just talk through what some of 250 00:17:41.160 --> 00:17:45.440 those other use cases that other you know, institutions as well as your other 251 00:17:45.519 --> 00:17:51.240 maybe non higher ed clients are using it for. Yeah, so that's a 252 00:17:51.240 --> 00:17:56.240 great question. College is certainly uh, something as simple as testimonials. You 253 00:17:56.240 --> 00:18:00.440 know, Hey, I'm gonna surface a location based testimony. And it can 254 00:18:00.480 --> 00:18:03.640 be regional too. You know, it doesn't have to be you're from Albuquerque, 255 00:18:03.920 --> 00:18:07.920 you know, Western Albuquerque High and it's like, whoa, that's kind 256 00:18:07.920 --> 00:18:11.519 of weird. You know, don't don't do that right, get get relevant 257 00:18:11.559 --> 00:18:15.880 and regional. Um. The other thing that we've seen really effective since bart 258 00:18:15.960 --> 00:18:18.319 this is your world is college admissions and it was mine. Um in college 259 00:18:18.440 --> 00:18:25.039 enrollment is if you have people on the road. And this is also sort 260 00:18:25.039 --> 00:18:27.359 of one of the doors that I opened and admissions that led to this idea. 261 00:18:29.440 --> 00:18:32.559 You have people on the road, You're paying good money for their time 262 00:18:32.599 --> 00:18:37.640 and resources, and they're working hard for your university. There your road warriors, 263 00:18:37.640 --> 00:18:42.839 Like why not book more coffee meetings when you know your team from the 264 00:18:42.920 --> 00:18:48.400 University of Colorado is going to Boston? Throw up a throw up a simple 265 00:18:48.400 --> 00:18:51.519 call to action button on the website. Hey, we're coming to Boston. 266 00:18:51.680 --> 00:18:53.759 And the cool part about geoflies you can start and stop content, So you 267 00:18:53.799 --> 00:18:56.680 could say, all right, Trevor, when are when are you going to 268 00:18:56.720 --> 00:19:00.440 Boston? Oh you're coming back on you know, December fift So we're gonna 269 00:19:00.440 --> 00:19:07.039 have this button on the website until December, and then anybody from Boston who 270 00:19:07.039 --> 00:19:11.480 comes to our site is going to see this button on the homepage that says 271 00:19:11.480 --> 00:19:15.519 we're coming to Boston. Book a coffee meeting, and you got a nice 272 00:19:15.559 --> 00:19:18.200 picture of Trevor there with them and everything else. I mean, that content 273 00:19:18.240 --> 00:19:21.559 is there exactly, and then all of a sudden, Trevor's inboxes lighting up 274 00:19:21.559 --> 00:19:25.960 with Boston leads. And yes, you can also email your Boston inquiries, 275 00:19:26.000 --> 00:19:30.359 but that only gets the people who have already inquired. Geo Fly kind of 276 00:19:30.400 --> 00:19:36.039 lives one step above that. It's in the activation stage. You could you 277 00:19:36.039 --> 00:19:38.279 know, Barton, this is something that your team could could definitely execute on 278 00:19:38.319 --> 00:19:44.960 as you could um you could run ads to Boston like so you're driving people 279 00:19:45.000 --> 00:19:48.160 to the homepage and then when they get to the homepage they see a Boston 280 00:19:48.200 --> 00:19:52.000 specific content. So you continue to tell that story all the way through from 281 00:19:52.039 --> 00:19:56.440 your ad your AD target matches, your AD copy matches your destination, you 282 00:19:56.599 --> 00:20:00.839 r L and then and then Trevor has a bunch of means. Yeah, 283 00:20:00.960 --> 00:20:03.240 and I love the fact too that we talked about a little bit earlier. 284 00:20:03.240 --> 00:20:07.680 But the idea that we are using content and we're using actually we're using content 285 00:20:07.720 --> 00:20:11.400 that we already have. So everybody who ever comes to visit your website, 286 00:20:12.000 --> 00:20:17.880 they reveal their IP address. We don't necessarily know that, we don't necessarily 287 00:20:17.960 --> 00:20:19.240 harvest that. You know, you can't get to it like you used to 288 00:20:19.279 --> 00:20:22.759 be able to in Google Analytics. Um, but but it's there, and 289 00:20:22.799 --> 00:20:27.480 it's and it's publicly available, and tools like gi fly basically allow us to 290 00:20:27.559 --> 00:20:32.920 harvest that and harness it. And it's yet just another opportunity for us to 291 00:20:33.279 --> 00:20:37.640 personalize and experience based on information that we have about a visitor. I think 292 00:20:37.680 --> 00:20:41.799 that's I think that's brilliant. Yeah, And it came from me going to 293 00:20:41.880 --> 00:20:44.759 Boston having a lot of time on my hands, you know, like, 294 00:20:44.839 --> 00:20:48.680 how could I get more people that sign up? It's like I flew all 295 00:20:48.720 --> 00:20:52.480 the way out. They only know on the homepage that I that I was 296 00:20:52.519 --> 00:20:55.599 here. If they only knew that on the home page. That'd be great. 297 00:20:56.599 --> 00:21:02.039 That's great, So let's talk about yeah, yeah, so let's I 298 00:21:02.319 --> 00:21:03.640 want to just I mean, we've already talked a little bit about Okay, 299 00:21:03.640 --> 00:21:07.119 it's it's very affordable. It can be up and running fast. I mean, 300 00:21:07.640 --> 00:21:11.079 I mean, it is as simple as like putting a YouTube link on 301 00:21:11.079 --> 00:21:15.039 I know when I embattle YouTube video on my website, it's pretty simple, 302 00:21:15.160 --> 00:21:19.240 is it. Is it like that? So geo fly works. It's it's 303 00:21:19.279 --> 00:21:25.960 more like adding a Google Analytics pixel on your website, so you know, 304 00:21:26.039 --> 00:21:29.720 to not get two in the weeds. You design and build everything in geo 305 00:21:29.759 --> 00:21:33.240 fly, so it brings in your website. This is not a new website, 306 00:21:33.279 --> 00:21:36.680 it's not a new landing page. It brings in your existing website. 307 00:21:37.160 --> 00:21:40.799 You hover over the parts of your website that you want to change, and 308 00:21:40.839 --> 00:21:44.160 then you click it and let's say it's a call to action button. Instead 309 00:21:44.200 --> 00:21:48.559 of saying sign up, it says meet Travis for coffee or was it Trevor? 310 00:21:48.599 --> 00:21:52.440 I forget Meet Trevor for coffee, and then you know, you hit 311 00:21:52.440 --> 00:21:56.920 published. And as long as you install the geo fly pixel on the back 312 00:21:56.000 --> 00:21:59.920 end of your website. This could be through Google tag manager. It just 313 00:22:00.039 --> 00:22:03.319 has to live in the header of your website. And we have a team 314 00:22:03.319 --> 00:22:06.359 that can help you do that, that communicates with your web team if you 315 00:22:06.359 --> 00:22:10.440 don't do it yourself, and then it works. So then you decide, 316 00:22:10.720 --> 00:22:14.039 you know what for what region do we want to show this content for? 317 00:22:14.200 --> 00:22:17.559 Maybe it's Boston, and then what we've got a counselor going to you know, 318 00:22:17.640 --> 00:22:21.640 going to Chicago and uh, and then you have published in it in 319 00:22:21.720 --> 00:22:26.000 it's life. That's great. And I guess there's even probably uh, you 320 00:22:26.039 --> 00:22:30.440 know, different logic available with the regions, so I can say I want 321 00:22:30.440 --> 00:22:36.359 to do international but not Canada. I want to do international but not England 322 00:22:36.359 --> 00:22:38.559 because we've got a certain relationship. I mean, is there that kind of 323 00:22:38.599 --> 00:22:42.039 logic back there? As far as how how granular I can get on the 324 00:22:42.200 --> 00:22:47.720 on the locations, you can get really granular in the way that you build 325 00:22:47.720 --> 00:22:52.359 your locations for personalization. You know, the way that you build your locations 326 00:22:52.400 --> 00:22:57.519 for targeting your personalized content is we have three ways. One is a radius, 327 00:22:57.559 --> 00:23:00.319 So you could say I want to I want everybody in Chicago to see 328 00:23:00.359 --> 00:23:04.640 this image, and then everywhere else just sees the default website as it exists 329 00:23:04.680 --> 00:23:08.920 today. You can do states, So you could do I want these ten 330 00:23:10.000 --> 00:23:12.279 states to see this content, and I want everybody else to see the default 331 00:23:12.279 --> 00:23:17.359 content. And then you could also do a custom draw which maybe sounds like 332 00:23:17.400 --> 00:23:21.880 what you're sort of alluding to, Bart, is you just draw a polygon. 333 00:23:22.079 --> 00:23:25.440 It can be you know, it can be Eastern Europe, it could 334 00:23:25.440 --> 00:23:29.720 be you know, western Massachusetts. And so you just draw this on a 335 00:23:29.799 --> 00:23:33.640 map. It collects all the IP addresses automagically, and then you decide what 336 00:23:33.680 --> 00:23:38.000 content you want to you want to personalize. I love the word automagically. 337 00:23:38.359 --> 00:23:41.720 It's a good one, which is what it is. Let me just kind 338 00:23:41.720 --> 00:23:44.880 of take it a little bit further and and I mean we've certainly got a 339 00:23:44.920 --> 00:23:48.359 great conversation here going and kind of talking about some of the details, but 340 00:23:48.640 --> 00:23:52.400 um, where do you see this going? I mean, obviously cookies are 341 00:23:52.440 --> 00:23:56.000 going away very soon. And I I'm a big believer and I've been talking 342 00:23:56.000 --> 00:24:00.640 about this for a while that personalization is going to continue to be a growing 343 00:24:00.680 --> 00:24:03.000 thing that not only is nice to have, but it's going to start becoming 344 00:24:03.039 --> 00:24:07.559 expected. I Mean, we all expect when we go to Amazon now that 345 00:24:07.599 --> 00:24:11.400 we're going to be suggested new products that we didn't know about before. That's 346 00:24:11.440 --> 00:24:15.519 just part of our culture and what's going on in the digital realm. And 347 00:24:15.599 --> 00:24:19.799 I've talked to several guests and it's not I think it's it's not sacrilege to 348 00:24:19.799 --> 00:24:25.200 say that sometimes higher reads a little bit behind the scenes, behind the trends 349 00:24:25.200 --> 00:24:29.279 and what's going on, especially in digital marketing. But where do you see 350 00:24:29.279 --> 00:24:33.759 the future of this web page personalization going? And and kind of as you 351 00:24:33.799 --> 00:24:37.000 guys are planning your your roadmap and more things are going, what do you 352 00:24:37.000 --> 00:24:44.079 guys see coming down as far as personalization. It's a it's a great question 353 00:24:44.119 --> 00:24:48.440 something we of course think a lot about. And when we built geo fly, 354 00:24:48.880 --> 00:24:52.640 we set out to be the best at one thing. You know, 355 00:24:52.880 --> 00:24:57.160 are there tools out there that you can personalize content in a similar way to 356 00:24:57.319 --> 00:25:03.720 geo Fly? Um, there are. I think Salesforce has sort of a 357 00:25:03.799 --> 00:25:10.640 content optimization uh sort of platform in their in their wheelhouse. And the way 358 00:25:10.640 --> 00:25:14.720 we like to think about that is they have built a Lamborghini that most people 359 00:25:14.799 --> 00:25:18.440 drive, you know, like a Honda Civic or nothing against Honda Civic, 360 00:25:18.480 --> 00:25:21.880 but you pay for a Lamborghini and you're driving this thing with geo fly we 361 00:25:21.920 --> 00:25:25.319 are always you know, we're we're constantly thinking about, well, what's next, 362 00:25:25.359 --> 00:25:27.799 what's next, and we're getting feature requests. But right now we do 363 00:25:29.119 --> 00:25:33.519 we do website geo personalization, and we do it better than anybody, and 364 00:25:33.680 --> 00:25:37.799 we do it simply. You know, often the simple, the simplest option 365 00:25:37.000 --> 00:25:41.680 is often the best option. So I'm tempted to say, are like, 366 00:25:42.279 --> 00:25:48.240 based on all the application data points that you get from a student, they 367 00:25:48.279 --> 00:25:52.319 go to your site and it's like one to one, so nobody ever sees 368 00:25:52.000 --> 00:25:57.279 the same website. It's personalized to you down, super granular, and I 369 00:25:57.319 --> 00:26:03.160 think for admissions professionals sitting in their chairs listening to this or driving their cars, 370 00:26:03.759 --> 00:26:06.039 you know, their head starts to hurt. They're like, Okay, 371 00:26:06.119 --> 00:26:08.759 well, how much time is that actually gonna take? Um? So it's 372 00:26:08.799 --> 00:26:18.000 balancing that personalized personalization with what impact does it actually have on the metrics that 373 00:26:18.039 --> 00:26:23.519 matter to our to our university, and then how much actual time again is 374 00:26:23.519 --> 00:26:26.640 it is it gonna take? So we see a lot of movement in things 375 00:26:26.680 --> 00:26:33.480 like video. You know, I think personalized video is really, uh is 376 00:26:33.519 --> 00:26:37.119 a trend in the theme that we're thinking about and how do we add more 377 00:26:37.240 --> 00:26:41.160 video? Two personalizations and right now you can change video and you can personalize 378 00:26:41.240 --> 00:26:45.440 video, but it's one of the least used types of content people are changing. 379 00:26:45.720 --> 00:26:48.240 I only see that growing so that when you go to a site, 380 00:26:48.319 --> 00:26:52.519 you instead of an image, you get introduced to Travis the counselor, who's 381 00:26:52.559 --> 00:26:56.160 like, I'm coming to Boston. I'd love to meet with you. If 382 00:26:56.160 --> 00:26:59.559 anybody has places to meet, let me know, you know, drop them 383 00:26:59.599 --> 00:27:03.000 in the in the comments, and maybe it's an interactive form. So we're 384 00:27:03.240 --> 00:27:07.319 we're building something out now that I think is gonna kind of reimagine the way 385 00:27:07.359 --> 00:27:11.839 that that like regional students interact with universities. But that's for another day. 386 00:27:11.079 --> 00:27:15.480 Right that's a t b D. It's in the early state. If you're 387 00:27:15.480 --> 00:27:19.319 interested talked about I was gonna say, let's let's tease that out a little 388 00:27:19.319 --> 00:27:22.880 bit. And I think that's that's great. Thank you, Kyle. We'll 389 00:27:23.039 --> 00:27:29.640 bring that answer in the sequel coming soon to a podcast near you. Kyle. 390 00:27:29.720 --> 00:27:34.240 I think broadly and overall, what you bring to the marketplace can move 391 00:27:34.279 --> 00:27:38.319 the needle. And thank you so much. And after I asked this next 392 00:27:38.359 --> 00:27:42.160 question, we'll make sure that everyone knows the best way to get in touch 393 00:27:42.240 --> 00:27:47.880 with you. But is there something around this conversation that you could give as 394 00:27:47.960 --> 00:27:52.400 a piece of free advice or maybe something that would enable someone to implement immediately. 395 00:27:56.359 --> 00:28:00.240 Yeah, good question. When I thought about for a little bit here, 396 00:28:00.759 --> 00:28:04.559 and we've been really digital talking about what happens on the website having worked 397 00:28:04.559 --> 00:28:07.160 on a college campus. But it's been a little while, so I'm sure 398 00:28:07.160 --> 00:28:11.759 this is something that your listeners already are well aware of. But I always 399 00:28:11.759 --> 00:28:17.720 felt like the most important piece in the recruitment cycle, or one of the 400 00:28:17.759 --> 00:28:22.079 most important pieces, was that college tour. And I've seen different campuses doing 401 00:28:22.079 --> 00:28:26.119 this where they'll have like a bike tour of campus or a walking tour or 402 00:28:26.599 --> 00:28:30.240 you know. I always thought, boy, at the University of Montana, 403 00:28:30.279 --> 00:28:32.599 there's a river that runs right through campus. How cool it be if you 404 00:28:32.599 --> 00:28:37.400 could sign up for rafting tour of the city. Um, And yes, 405 00:28:37.440 --> 00:28:42.519 it's complicated. There's probably some insurance liabilities associated with all of those things and 406 00:28:42.599 --> 00:28:47.559 probably not implementing today. Troy for your question, So sorry if I kind 407 00:28:47.559 --> 00:28:51.920 of avoided that one. But the college tour, that's right. It's like, 408 00:28:52.000 --> 00:28:56.720 hey, spend spend a lot of time evaluating and making your college tour 409 00:28:56.920 --> 00:29:00.920 just remarkable because I think there's there's a competitive manage to the universities that just 410 00:29:02.119 --> 00:29:07.119 knocked their college tour out of the park. Thank you, Kyle. Appreciate 411 00:29:07.200 --> 00:29:12.200 that If one of our listeners would like to reach out to you, what 412 00:29:12.240 --> 00:29:15.759 would be the best way for them to contact you? Check out geo fly 413 00:29:15.839 --> 00:29:21.720 dot com, geo f l I dot com, or simply email me Kyle 414 00:29:21.839 --> 00:29:27.160 k y l e at geo fly dot com. Again, thank you for 415 00:29:27.200 --> 00:29:32.880 being a guest on the podcast and in conversations with Bart. We both think 416 00:29:33.000 --> 00:29:37.440 this is a technology that could really help a lot of colleges university So thank 417 00:29:37.480 --> 00:29:41.839 you for bringing it to our listeners. Yeah, thank you both for the 418 00:29:41.839 --> 00:29:44.759 work you're doing. It's really cool. I've listened to a couple episodes. 419 00:29:44.799 --> 00:29:47.440 When one comes across my feet, oh this is one. All right, 420 00:29:47.480 --> 00:29:49.440 I'm I'm gonna get distracted during my lunch fire. Here here we go. 421 00:29:51.079 --> 00:29:56.480 So thank you. We appreciate that, Kyle Bart, do you have any 422 00:29:56.519 --> 00:30:00.960 final thoughts before we sign off from the episode. Yeah, I just wanted 423 00:30:00.000 --> 00:30:03.599 to kind of re emphasize a couple of things that Kyle said. I mean, 424 00:30:03.599 --> 00:30:07.279 he's got a lot of really good information here. The personalization, I 425 00:30:07.319 --> 00:30:11.480 mean, we constantly talk about that. I think it's so um, it's 426 00:30:11.480 --> 00:30:15.240 so important and uh, and it's one of those things that I think that 427 00:30:17.000 --> 00:30:21.200 this is just a perfect example of yet another way that you can personalize, 428 00:30:21.440 --> 00:30:23.559 and you can personalize in a way that not everybody else is doing. I 429 00:30:23.559 --> 00:30:29.039 mean, you know, everybody puts in somebody's first name in the first part 430 00:30:29.039 --> 00:30:32.000 of the email in the comflow. I mean, that's a lot of people 431 00:30:32.000 --> 00:30:36.119 put it in the subject line. Personalization is kind of becoming commoditized in a 432 00:30:36.119 --> 00:30:38.559 lot of places, but using something like this, I think is another way 433 00:30:38.599 --> 00:30:42.640 to add a level of personalization that isn't just your name here, it's actually 434 00:30:42.640 --> 00:30:47.640 providing them relevant content. And I loved what he talked about with you know, 435 00:30:47.720 --> 00:30:51.039 you have a lot of content that's relevant for your audience that might be 436 00:30:51.079 --> 00:30:53.640 buried in your website and you're expecting them to go find it based on who 437 00:30:53.720 --> 00:30:56.720 they are. This is just a way for us to kind of surface that 438 00:30:56.759 --> 00:31:00.319 to the top. I love the fact that that's the language that Kyle used 439 00:31:00.319 --> 00:31:03.920 in the conversation. So that's a really good thing. And you know, 440 00:31:04.160 --> 00:31:07.480 it just gives you another ability to differentiate. And I really loved what he 441 00:31:07.519 --> 00:31:11.559 talked about with the campus tour is the idea, you know, differentiating your 442 00:31:11.680 --> 00:31:15.319 your campus from everybody else by who are you? What are you doing? 443 00:31:17.000 --> 00:31:18.599 I think this technology does the same thing. It's like, how can I 444 00:31:18.640 --> 00:31:25.759 differentiate this experience based on not only who who is coming, but also who 445 00:31:25.799 --> 00:31:29.559 am I as an institution and what can I offer them that's unique for their 446 00:31:29.559 --> 00:31:33.359 particular location. So I love that. One of the things too that I'm 447 00:31:33.400 --> 00:31:37.839 realizing that I do a newsletter h called Friday Finds, and at the end 448 00:31:37.839 --> 00:31:41.440 of every month, I find some kind of technology that's under five dollars that 449 00:31:41.480 --> 00:31:45.559 could move the needle for higher education. This fits the bill. So if 450 00:31:45.599 --> 00:31:48.200 you if you were to look at this, you know it's an under five 451 00:31:48.559 --> 00:31:52.720 dollar a year investment. To me, it's like, I I know a 452 00:31:52.720 --> 00:31:56.119 ton of people right now that are probably gonna go sign up. And so 453 00:31:56.680 --> 00:32:00.079 I'm really excited to have Kyle on here today. Kyle, thanks for sharing 454 00:32:00.079 --> 00:32:04.400 this with us today and really appreciate you being on the show. The Higher 455 00:32:04.519 --> 00:32:09.880 Ed Marketer podcast is sponsored by Kaylor Solutions and Education Marketing and Branding agency and 456 00:32:10.119 --> 00:32:16.240 by Ring Digital, providing significant listening yield by following your list with precisely targeted 457 00:32:16.240 --> 00:32:21.680 ads on behalf of our wonderful guest Kyle, my co host Bart, and 458 00:32:21.799 --> 00:32:29.519 myself Troy. Thank you very much for joining the podcast today. You've been 459 00:32:29.559 --> 00:32:32.640 listening to the higher ed marketer. To ensure that you never miss an episode, 460 00:32:32.880 --> 00:32:37.119 Subscribe to the show in your favorite podcast player. If you're listening with 461 00:32:37.160 --> 00:32:40.559 Apple Podcasts, we'd love for you to leave a quick rating of the show. 462 00:32:42.279 --> 00:32:45.160 Simply tap the number of stars do you think the podcast deserves. Until 463 00:32:45.240 --> 00:32:45.680 next time,