Best Practices for PPC in Higher Ed Marketing

WEBVTT 1 00:00:00.040 --> 00:00:06.120 The High Reed Marketer podcast is sponsored by the ZEM APP enabling colleges and universities 2 00:00:06.320 --> 00:00:14.080 to engage interested students before they even apply. You're listening to the Higher Ed 3 00:00:14.160 --> 00:00:19.399 Marketer, a podcast geared towards marketing professionals in higher education. This show will 4 00:00:19.440 --> 00:00:24.320 tackle all sorts of questions related to student recruitment, donor relations, marketing trends, 5 00:00:24.320 --> 00:00:29.120 new technologies and so much more. If you're looking for conversations centered around 6 00:00:29.120 --> 00:00:33.280 where the industry is going, this podcast is for you. Let's get into 7 00:00:33.320 --> 00:00:42.000 the show. Welcome to the Higher Ed Marketer podcast. My name is troy 8 00:00:42.119 --> 00:00:46.880 singer and here with Bart Kaylor, we co host a show where we interview 9 00:00:46.960 --> 00:00:51.399 higher Ed marketers that are interesting and that we feel can move the needle for 10 00:00:51.520 --> 00:00:56.000 other higher ed marketers that listen to the podcast. Today we talked to Matt 11 00:00:56.079 --> 00:01:00.640 Rosolik. He is the senior executive of marketing and media for the University of 12 00:01:00.679 --> 00:01:07.840 Illinois, and this conversation with Matt is exciting, it's impactful and, like 13 00:01:07.959 --> 00:01:12.560 most conversations with Matt, it's very passionate. Today we talk about blocking and 14 00:01:12.640 --> 00:01:18.000 tackling with PPC. Yeah, Troy, I think that, Um, you 15 00:01:18.000 --> 00:01:19.640 know what we've we kind of played around a little bit with the title of 16 00:01:19.680 --> 00:01:23.000 this Um. We talk a lot about differentiation, we talk a lot about 17 00:01:23.120 --> 00:01:27.840 new marketing. Effectively, Matt really runs kind of the the internal agency for 18 00:01:29.040 --> 00:01:33.319 you have. I that helps with paid media, but I think that one 19 00:01:33.359 --> 00:01:37.359 of the things that I've learned is that so many schools are curious about what 20 00:01:37.400 --> 00:01:41.719 I would consider the segment of paid media, which is paper Click Um, 21 00:01:41.760 --> 00:01:45.439 whether that's Google ads or Meta ads or Tiktok or social or whatever it might 22 00:01:45.439 --> 00:01:49.680 be. Matt kind of unpacks a lot of kind of best practices, kind 23 00:01:49.680 --> 00:01:53.959 of what I would call the blocking and tackling of those areas and gives us 24 00:01:53.000 --> 00:01:57.799 kind of kind of some some ideas of how to kind of push the push 25 00:01:57.840 --> 00:02:00.719 the envelope on some things, what to expect, how to set those expectations 26 00:02:00.760 --> 00:02:04.680 up for your leadership, as well as just kind of, uh, you 27 00:02:04.680 --> 00:02:07.120 know, some out of the box thinking of of, you know, paid 28 00:02:07.199 --> 00:02:13.800 media, of of engaging different prospective students and and alumni, and then we 29 00:02:13.840 --> 00:02:16.199 also get into a little bit of details about some connected TV. So this 30 00:02:16.280 --> 00:02:20.280 is a full episode. I think it goes a full forty minutes. So 31 00:02:20.360 --> 00:02:23.919 I would encourage you to really um either listen to the whole thing or take 32 00:02:23.960 --> 00:02:25.800 a couple, you know, to take it in a couple of segments, 33 00:02:25.800 --> 00:02:30.240 but I think it's a really rich conversation that you're going to walk away with 34 00:02:30.280 --> 00:02:34.000 a lot of great ideas and if you're not already a fan of Matt's, 35 00:02:34.280 --> 00:02:38.840 you will be. Here's our conversation with him. Matt recently, we like 36 00:02:39.080 --> 00:02:44.719 kicking off our episodes by asking this question of our guest. Please tell us 37 00:02:44.759 --> 00:02:49.639 something interesting or unique that you've learned recently. So you know, it's funny 38 00:02:49.680 --> 00:02:53.879 because part Troy I get so involved in marketing all the time, right, 39 00:02:53.879 --> 00:02:58.800 but I love to learn outside and form o reason I'm I'm obsessed with space. 40 00:02:59.280 --> 00:03:00.879 I don't know if it's all the back to the future watching as a 41 00:03:00.960 --> 00:03:06.159 child, but space and time and distance is incredible to me, and so 42 00:03:06.199 --> 00:03:08.840 I literally spent a half hour yesterday. I don't know if you saw this, 43 00:03:08.960 --> 00:03:15.680 but there's a radio telescope right a hundred billion light years away is sending 44 00:03:15.719 --> 00:03:21.879 a continuous radio signal. For the first time we've ever received this and it 45 00:03:22.039 --> 00:03:28.080 just like blew my mind thinking there could have been a civilization there billion years 46 00:03:28.120 --> 00:03:30.960 ago and now we're just getting the signal that, hey, here we are. 47 00:03:31.280 --> 00:03:34.960 I think that stuff just blows my mind right. It kind of keeps 48 00:03:34.960 --> 00:03:38.240 a center to a little bit, right because here we are always obsessed and 49 00:03:38.280 --> 00:03:42.039 thinking about our ad campaigns and marketing and what's our higher ends doing? And 50 00:03:42.439 --> 00:03:45.719 but then you think, wow, in the grand scope of things, hundred, 51 00:03:45.800 --> 00:03:47.759 fifty billion light years away, I think we're gonna be okay. Right, 52 00:03:49.840 --> 00:03:53.000 thank you for giving me something to Geek out on this Sunday afternoon. 53 00:03:54.039 --> 00:03:58.719 That's awesome. Thank you. That's exactly what we like to hear. Matt, 54 00:03:58.759 --> 00:04:02.599 if you would tell us your role at the University of Illinois? Yeah, 55 00:04:02.680 --> 00:04:08.080 sure, so. I oversee on the senior executive of marketing and media 56 00:04:08.120 --> 00:04:13.120 and I oversee all of our advertising campaigns paid media. Um. That happens 57 00:04:13.199 --> 00:04:17.720 whether it be from the centralized campus perspective or from any of our individual colleges, 58 00:04:17.879 --> 00:04:23.199 units departments. And it's extraordinary because I'm an almal my Alma moterit as 59 00:04:23.240 --> 00:04:27.360 you have I right, and so for me to give back the insurance like 60 00:04:27.480 --> 00:04:31.360 motivating factor working for my Alma materitor makes it really fun to get up in 61 00:04:31.360 --> 00:04:38.000 the morning and very, very exhausting to go to bed at night. Matt, 62 00:04:38.639 --> 00:04:43.480 you have a unique perspective because I think you and your department, you 63 00:04:43.600 --> 00:04:50.879 touch almost every department area of the campus, because your campus doesn't utilize outside 64 00:04:50.920 --> 00:04:55.319 agencies. It's you and your team. Is that correct? Troy? You're 65 00:04:55.319 --> 00:04:59.319 absolutely right. Um, we don't use agencies. Um, when we're in 66 00:04:59.519 --> 00:05:01.759 we all we don't have the budgets of the large a t and t s 67 00:05:01.800 --> 00:05:04.920 and state farms and verizons of the world and higher. It right. Some 68 00:05:05.079 --> 00:05:10.439 of US have time amounts, some of us have gigantic amounts per se. 69 00:05:11.040 --> 00:05:13.920 But again, we have to be as efficient as possible. And so no, 70 00:05:14.079 --> 00:05:16.759 I don't. We don't use agencies because if we've got to siphon off 71 00:05:16.800 --> 00:05:21.519 even one dollar, that's not going to paid media. That's going to influence 72 00:05:21.560 --> 00:05:26.639 our efficiency and our effectiveness with our very little amount of dollars. And so 73 00:05:26.720 --> 00:05:30.040 we absolutely do. You're right. We do everything in house, everything from 74 00:05:30.560 --> 00:05:36.040 social to Google search to programmatic connect to television streaming, radio PODCASTS. We 75 00:05:36.160 --> 00:05:41.279 do everything certainly ourselves, and I think it gives a lot of joy, 76 00:05:41.920 --> 00:05:45.839 um, for our campaigns to extend even further into the marketplace. Right, 77 00:05:45.959 --> 00:05:48.959 because if we're siphoning off those precious dollars. Are We then getting the reach 78 00:05:49.040 --> 00:05:53.000 we wanted? Are we gonna hit the amount of eyeballs that we wanted? 79 00:05:53.160 --> 00:05:56.279 Are we going to get the type of form fills that we needed? Probably 80 00:05:56.319 --> 00:05:58.839 not. Yeah, I love that, Matt. I think that, uh, 81 00:05:59.240 --> 00:06:02.040 I think it is a good example of also, I think that, 82 00:06:02.160 --> 00:06:04.879 you know, being in day in day out, you're gonna have a better 83 00:06:05.120 --> 00:06:10.160 pulse on everything. Um, you know, I'm an outside agency. I'm 84 00:06:10.160 --> 00:06:14.040 asked sometimes to come in and help with different elements and we would come to 85 00:06:14.079 --> 00:06:17.160 the table with different elements. But I think that you're right to have the 86 00:06:17.199 --> 00:06:21.759 internal expertise that you guys have and to be able to leverage that a hundred 87 00:06:21.839 --> 00:06:25.319 percent for the school. I command you, guys, because I mean I 88 00:06:25.360 --> 00:06:29.600 think that's that's awesome and I think that's a really good stewardship model. But 89 00:06:29.680 --> 00:06:31.399 tell me a little bit about, you know, some of the things that 90 00:06:31.399 --> 00:06:35.160 that how these initiatives kind of how you can kind of get those going, 91 00:06:35.199 --> 00:06:39.879 because historically, I mean you've been outside of Higher Ed before you were in 92 00:06:39.959 --> 00:06:43.160 Higher Ed and and a lot of us have, you know, pre higher 93 00:06:43.279 --> 00:06:47.600 ed careers, whether it's in healthcare or corporate or whatever it is. Higher 94 00:06:47.680 --> 00:06:50.720 End, takes a little bit of time sometimes Um to get to the point 95 00:06:50.800 --> 00:06:54.920 of where where things need to be. How do you how do you kind 96 00:06:54.920 --> 00:07:00.759 of work with that internally? You know, so forecasting, you're planning, 97 00:07:00.839 --> 00:07:03.120 you're always looking to the future of these campaigns. And the weird thing is 98 00:07:03.480 --> 00:07:08.360 is because we're only dealing this is my client right, these are the only 99 00:07:08.399 --> 00:07:12.399 people on campus. I'm dealing with the University of Illinoire bandits champaign in every 100 00:07:12.399 --> 00:07:15.879 campaign that we do, right, and so I know exactly what they're planning 101 00:07:15.879 --> 00:07:19.600 looks like, what their budget cycle looks like, what their enrollment deadlines are, 102 00:07:19.879 --> 00:07:24.360 when do they have to have applications and for their master's programs? What 103 00:07:24.480 --> 00:07:29.439 has advancement looking at as far as moving their folks down the engagement needle towards 104 00:07:29.439 --> 00:07:32.680 a giving Tuesday? Right, and so it's a constant communication and getting in 105 00:07:32.759 --> 00:07:38.199 front of all of these people and saying, okay, what's the strategic objectives, 106 00:07:38.360 --> 00:07:40.920 where do you want to go? Where has paid me to fit into 107 00:07:40.959 --> 00:07:44.680 this, and then how are we going to efficiently and effectively use those dollars? 108 00:07:44.720 --> 00:07:48.000 So when we gather all that information from all these different people across campus. 109 00:07:48.199 --> 00:07:53.079 Right, we can then look at and use that forecast to go out 110 00:07:53.120 --> 00:07:58.040 and find the best deal for us. That's buying in bulk, that's creating 111 00:07:58.040 --> 00:08:01.439 economies of scale, because our book us are all over the place. We 112 00:08:01.480 --> 00:08:03.759 have people that spent five bucks, which is a lot of money for them, 113 00:08:05.040 --> 00:08:07.680 people that spent five million. Right. How do we make sure that 114 00:08:07.920 --> 00:08:11.879 it's not just all about the big dogs, but it's about every dog, 115 00:08:11.199 --> 00:08:16.360 right, and making sure that that five gets the attention it deserves, that 116 00:08:16.480 --> 00:08:20.879 someone actually is focused on it, but they're also paying the same prices as 117 00:08:20.920 --> 00:08:24.319 the person that's spending five million. Right, and that's the whole point. 118 00:08:24.319 --> 00:08:26.360 If we can go on and we do this forecasting, it's a very easy 119 00:08:26.480 --> 00:08:30.360 valued proposition that we give it. People like all right, look, you 120 00:08:30.399 --> 00:08:33.519 don't have to pay an agency, so we're gonna work for you for free. 121 00:08:33.919 --> 00:08:35.879 I'm sitting here working for the same campus that you are, so you 122 00:08:35.879 --> 00:08:41.519 know I care. Right. We have access in real time, seven three, 123 00:08:41.240 --> 00:08:45.919 to how your campaign's going, so we can make adjustments to make sure 124 00:08:45.960 --> 00:08:50.799 we're not wasting FRI bullus dollars, and you know I care and you're getting 125 00:08:50.840 --> 00:08:56.120 the same support and service and pricing that no matter who is on campus, 126 00:08:56.360 --> 00:08:58.480 we're all in this together. Why would you say no to that? Right, 127 00:08:58.600 --> 00:09:03.559 and it's a warder that we've grown and had so much more campaigns launched 128 00:09:03.000 --> 00:09:09.039 because the people spending the thousand dollars five don't have to worry about hitting spending 129 00:09:09.120 --> 00:09:13.039 limits or spending minimums with a vendor. Right, we're hitting that together as 130 00:09:13.080 --> 00:09:16.840 a university and now they can actually play in sandboxes they never used to be 131 00:09:16.879 --> 00:09:18.919 able to play. Yeah, I think that's a really good point. I 132 00:09:18.919 --> 00:09:24.519 think that the idea of having that Um, that model of Stewardship at the 133 00:09:24.600 --> 00:09:26.919 University of Illinois makes it a lot of sense. And I'm going to get 134 00:09:26.919 --> 00:09:30.200 a little bit off script here for a second because I know I've got a 135 00:09:30.200 --> 00:09:33.840 lot of people listening that who are like, okay, this is great. 136 00:09:33.240 --> 00:09:37.320 I get what he's saying. With a thousand dollars a month, because that's 137 00:09:37.399 --> 00:09:41.799 my budget and I don't have Matt and his team at my school. What 138 00:09:41.879 --> 00:09:46.919 do I do? Yeah, you know, it's funny because even though there's 139 00:09:46.960 --> 00:09:48.720 a mad at you, I get that question every day. Right, it's 140 00:09:50.039 --> 00:09:54.320 actually the question is even more generic than that. Says, I don't even 141 00:09:54.320 --> 00:09:58.000 know what I should ask for or what kind of budget is necessary. And 142 00:09:58.039 --> 00:10:03.200 that's where you have to subjectively look at what are your goals and objectives of 143 00:10:03.240 --> 00:10:07.320 that particular campaign, right, and when you can look at those specific goals 144 00:10:07.320 --> 00:10:11.879 and objectives, then you can go back and say, all right, maybe 145 00:10:11.879 --> 00:10:16.240 this is a recommended tactic for you. And if that's the recommended tactic and 146 00:10:16.320 --> 00:10:18.919 here's how long that flight. That how long you want that advertising to go 147 00:10:20.000 --> 00:10:22.080 out there, you're looking at three months. You're looking at one tactic. 148 00:10:22.159 --> 00:10:26.279 We think we're only trying to do this. Well, then you only need 149 00:10:26.519 --> 00:10:30.240 x, Y Z as far as your budget goes right and and I think 150 00:10:30.320 --> 00:10:33.759 people get scared because they always think it takes a lot. And that's the 151 00:10:33.840 --> 00:10:39.440 beauty of where we are in this new modern world of digital advertising. Right. 152 00:10:39.639 --> 00:10:43.639 Sure, you can spend money on Outa home billboards, absolutely, and 153 00:10:43.720 --> 00:10:48.320 you could pay sixty dollars for a billboard on the inbound Eisenhower in Chicago. 154 00:10:48.960 --> 00:10:54.720 But you could also take five dollars and do a GEO targeted campaign with Google 155 00:10:54.799 --> 00:11:03.480 search with specific keywords for your individuals, small molecular biology program that contextually brings 156 00:11:03.519 --> 00:11:11.240 in words like biology and science and layers on top of those keywords to where 157 00:11:11.519 --> 00:11:18.720 your five dollars could produce for you countless prospects into your what I call the 158 00:11:18.759 --> 00:11:22.840 farm system that you can then subjectively move up and get to the big leagues. 159 00:11:22.919 --> 00:11:26.159 And that is applying to your school. So, like it doesn't have 160 00:11:26.279 --> 00:11:33.799 to be throwing darks or committing dollars to particular large scale tactics and hoping and 161 00:11:33.919 --> 00:11:37.000 praying that they work right. You can come out with this plan and you 162 00:11:37.000 --> 00:11:41.159 can say I want to try this and if you see that that's not working 163 00:11:41.240 --> 00:11:46.559 right, you simply turn off that Faucet, transfer and optimize it and turn 164 00:11:46.600 --> 00:11:50.000 on a different faucet and see how it's performing there in real time. Right. 165 00:11:50.279 --> 00:11:52.720 That's what's the beauty of this thing. I think people get so caught 166 00:11:52.799 --> 00:11:54.960 up and oh my gosh, I don't have that kind of money or I 167 00:11:56.000 --> 00:11:58.679 don't even know what I'm doing, but there's people out there, whether you 168 00:11:58.799 --> 00:12:03.120 have someone internally like myself, or you have an agency that you work with, 169 00:12:03.759 --> 00:12:07.720 there's people there to help you do you just need to find that strategic 170 00:12:07.879 --> 00:12:13.960 partner that's going to listen and hear what you are looking to do and that 171 00:12:13.080 --> 00:12:16.720 you can trust that they will come back to you and say this is what 172 00:12:16.759 --> 00:12:20.639 we think you should do. You've got to trust us and if you have 173 00:12:20.759 --> 00:12:22.519 that trust, it's going to work. Yeah, and I really like what 174 00:12:22.600 --> 00:12:24.799 you said. They're just a moment ago and I want to point it out 175 00:12:24.799 --> 00:12:31.240 for our audience. It's getting those leads into a farm system. It's nurturing 176 00:12:31.320 --> 00:12:35.120 them outside of the acquisition because I think that too many times people making it 177 00:12:35.440 --> 00:12:41.759 make Um mistakes in the sense that they think I'm gonna run this Google ad 178 00:12:41.799 --> 00:12:46.840 campaign and I'm gonna get you know, I'm gonna fill my funnel with applications 179 00:12:46.879 --> 00:12:52.879 by doing that, and that's not going to happen. Bar. You literally 180 00:12:52.919 --> 00:12:54.759 hit the nail on the head. That's the biggest mistake that people make. 181 00:12:56.399 --> 00:13:00.960 Right. We are not selling by one, get one free big mack point 182 00:13:00.960 --> 00:13:05.519 of sale coupons. Right. We are a long incubation process. I tell 183 00:13:05.559 --> 00:13:09.720 people from the get go, if you think you're going to use paid advertising, 184 00:13:09.960 --> 00:13:15.639 someone is gonna look at your ad and make a life altering life decision 185 00:13:15.799 --> 00:13:20.039 change by seeing an ad and doing it immediately. It's not gonna happen. 186 00:13:20.480 --> 00:13:26.720 Right. Our job with any advertising campaign we do is to simply create curiosity. 187 00:13:26.960 --> 00:13:33.399 Right, click through, come to our specifically designed landing page where we 188 00:13:33.440 --> 00:13:37.480 are wanting to data capture immediately, right to get raise your hands, say 189 00:13:37.519 --> 00:13:43.799 you want more information, and from there it becomes a subjective, long scale 190 00:13:43.960 --> 00:13:50.080 journey where we are your guide and you are the hero. Right, we 191 00:13:50.159 --> 00:13:54.919 will showcase to you individually, not in an ad, not in a television 192 00:13:54.120 --> 00:14:00.320 fift second, not in a streaming radio placement on spotify. It's going to 193 00:14:00.360 --> 00:14:03.799 be that journey once you make it. And so many people get caught up 194 00:14:03.799 --> 00:14:05.919 in the first part of that. Right. What should my ad look like? 195 00:14:07.440 --> 00:14:09.759 Um, are we going to the right target? Is Right, ladering 196 00:14:09.759 --> 00:14:13.399 on it. That's part of it, but it's also what happens. We'll 197 00:14:13.440 --> 00:14:18.720 get them there, we'll get them to absolutely check it out. Not Worried 198 00:14:18.759 --> 00:14:22.480 about that. But what happens afterwards? Are you following up with them in 199 00:14:22.279 --> 00:14:26.600 three weeks after they raised their hand that that's not gonna work. I don't 200 00:14:26.639 --> 00:14:31.799 remember what I did three hours ago. On three weeks. There's a huge 201 00:14:31.919 --> 00:14:35.200 journey. That happens afterwards. Yeah, I think that's so, so critically 202 00:14:35.279 --> 00:14:39.039 important, because I think whether it's an whether it's an ad on Google or 203 00:14:39.840 --> 00:14:41.120 you know, spotify, like you said, or even you know, hey, 204 00:14:41.200 --> 00:14:45.759 we're cool because we're gonna do stuff on Tiktok. If we're really trying 205 00:14:45.799 --> 00:14:50.360 to build that relationship, that's what that's what the goal of paid media is, 206 00:14:50.360 --> 00:14:52.960 is to start a relationship. And I see too many times the called 207 00:14:54.039 --> 00:14:58.919 actions of apply now or you know, or even on your own website, 208 00:14:58.120 --> 00:15:01.480 you know, it's like big bold apply now. It's like you have to 209 00:15:01.679 --> 00:15:05.919 woo the relationship. You cannot just it's like you know, and it's like 210 00:15:07.000 --> 00:15:09.600 asking someone to marry you on your first date. We have to build that 211 00:15:09.679 --> 00:15:13.840 relationship and build that trust. You're totally right, and I'll add to that 212 00:15:13.919 --> 00:15:18.759 too, because at your campus, is right now, of all the people 213 00:15:18.759 --> 00:15:22.960 that are listening to this, you have advancement professionals, right, and they 214 00:15:22.080 --> 00:15:28.200 are going out and trying to find qualified prospects, right, and then they're 215 00:15:28.240 --> 00:15:33.639 soliciting those prospects and they're cultivating those prospects and then eventually they begin to steward 216 00:15:33.679 --> 00:15:37.000 those prospects. That's the journey of all of your customers, not just an 217 00:15:37.039 --> 00:15:43.440 advancement whether it be someone that is looking to have an undergraduate degree or someone 218 00:15:43.480 --> 00:15:48.440 that is literally a tax professional that needs to do a certificate program to keep 219 00:15:48.480 --> 00:15:52.639 their C P A status. There is a journey that they have to go 220 00:15:52.679 --> 00:15:56.600 on to make that happen. And so with your ads, you do you 221 00:15:56.639 --> 00:16:00.480 have to solicit, but then you have to cultivate, you have to build 222 00:16:00.480 --> 00:16:03.960 it up to where they're ready to make that life altering decision. Yeah, 223 00:16:03.960 --> 00:16:07.000 if I proposed to my wife, I think I tried to propose my wife 224 00:16:07.000 --> 00:16:11.360 actually the first thing. I don't think even four hours still together, to 225 00:16:11.480 --> 00:16:17.000 be honest with yeah, and I think that, Um, I think that's 226 00:16:17.000 --> 00:16:18.879 interesting and I guess I wanted to kind of, you know, tease out 227 00:16:18.879 --> 00:16:22.960 a few things too with you, because I think that there's there's a lot 228 00:16:22.960 --> 00:16:26.240 of different ways and different schools at different sizes are doing things differently with with 229 00:16:26.320 --> 00:16:30.679 paid um and even with s e o, I think too. Agree. 230 00:16:30.399 --> 00:16:33.960 I'm curious too, at a big school like you have, I there's got 231 00:16:33.960 --> 00:16:38.639 to be a danger if if everybody goes rogue, then you're kind of cannibalizing 232 00:16:38.679 --> 00:16:45.279 each other, aren't you were, we're we're best friends here, because you 233 00:16:45.360 --> 00:16:51.720 are literally getting you should you should be be beat right literally I'm telling you 234 00:16:51.840 --> 00:16:53.639 right now, that was the number one thing when I started in this role 235 00:16:53.759 --> 00:16:57.840 and we started to put together this tool in the toolbox and anyone on campus 236 00:16:57.840 --> 00:17:03.319 could use ars to help them with their advertising campaigns. As people began to 237 00:17:03.359 --> 00:17:07.400 ask questions, one they were scared that I was going to take their wonderful 238 00:17:07.480 --> 00:17:11.720 ideas and like pass them onto somebody else, even though we're all in the 239 00:17:11.759 --> 00:17:17.799 same family. But the other was they didn't understand exactly what you just said, 240 00:17:17.799 --> 00:17:22.480 and that is, if you're running things independently and you're doing it on 241 00:17:22.519 --> 00:17:26.640 your own, maybe you have some expertise to get into these particular paid media 242 00:17:26.920 --> 00:17:32.640 environments, but when you start to look further, you might have been bidding 243 00:17:32.680 --> 00:17:40.000 against someone across campus for the exact same keywords. You're cannibalizing each other. 244 00:17:40.680 --> 00:17:45.400 Nobody wins that way. And you want to talk about inefficiencies of spend right. 245 00:17:45.640 --> 00:17:48.920 So it was creating this model that allows people to say, Hey, 246 00:17:49.160 --> 00:17:52.279 look who's out there, look what they're doing, but also making sure we're 247 00:17:52.319 --> 00:17:56.960 not competing against each other. And that's the worst thing in the whole wide 248 00:17:56.960 --> 00:18:02.359 world, because then the entire University of annoyer, Bandi, champagne loses right 249 00:18:02.799 --> 00:18:07.000 then that is absolutely never the goal of any campaign. It's for us all 250 00:18:07.039 --> 00:18:11.079 to win, in particular hitting your strategic objectives. So you have to be 251 00:18:11.240 --> 00:18:15.960 upfront, you have to showcase Um what your objectives and tactics are, because 252 00:18:15.240 --> 00:18:18.799 we don't want to cannibalize. It could it could apple and destroy any campaign 253 00:18:18.799 --> 00:18:22.599 and it happens all the time, and so one of the things about looking 254 00:18:22.680 --> 00:18:25.480 at all of these different campaigns at the same time as we can make sure 255 00:18:25.480 --> 00:18:29.440 we do that right. And certainly there are certain areas of crossover that do 256 00:18:29.519 --> 00:18:36.279 occur, but there's so much into day's layering and targeting perspectives that, no 257 00:18:36.319 --> 00:18:40.480 matter what the programs are or what campus might perceive them to be in quote 258 00:18:40.559 --> 00:18:45.039 unquote competition for the same master students, they're really not, because when you 259 00:18:45.119 --> 00:18:51.039 start to put those two separate and you start to learn from the individual that's 260 00:18:51.039 --> 00:18:56.039 applying, that's what will breed them down the right path. It won't again, 261 00:18:56.079 --> 00:19:00.799 it's not that ad it's where are they interacting with it? What are 262 00:19:00.799 --> 00:19:07.240 they asking questions on? It's very subjective in the cultivation process. That's great 263 00:19:07.680 --> 00:19:10.680 and I want to just kind of I'm trying to pull out something, because 264 00:19:10.720 --> 00:19:12.559 we're talking about a lot of things and it's it's just a great conversation. 265 00:19:14.000 --> 00:19:17.640 I mean one we've talked about the idea of if you've got multiple people on 266 00:19:17.720 --> 00:19:21.720 campus, be sure you're not cannibalizing each other and out outbidding each other. 267 00:19:21.759 --> 00:19:23.359 I mean, the only winner in that's Google, the owner winner, and 268 00:19:23.359 --> 00:19:26.000 that's Meta. I mean it's they're good, they don't care. You know, 269 00:19:26.079 --> 00:19:29.680 you can bid to your blue in the face on that. But the 270 00:19:29.720 --> 00:19:32.359 second thing, and you kind of touched on it earlier, but I want 271 00:19:32.359 --> 00:19:34.839 to make sure that everybody understands this, is that you know, we're we're 272 00:19:34.880 --> 00:19:38.359 doing things to to build relationships and part of the way that we're going to 273 00:19:38.400 --> 00:19:42.160 build a relationship is to take them to a place that that conversation can start. 274 00:19:42.559 --> 00:19:47.440 And you talked about a landing page. I one of my pet peeves 275 00:19:47.440 --> 00:19:49.640 and one of the things that just makes my head want to explode. When 276 00:19:49.640 --> 00:19:55.000 I asked somebody to tell me about your your your your paid campaign, I'm 277 00:19:55.000 --> 00:19:57.160 like, where do you send people when they click on this this apply now 278 00:19:57.240 --> 00:20:00.920 button? I always send them to the front page of the website. I 279 00:20:00.960 --> 00:20:07.240 mean, I talk about that. Oh my gosh. So you know, 280 00:20:07.480 --> 00:20:14.200 how long do we have? Um The landing page. Again, you have 281 00:20:14.359 --> 00:20:18.599 to think from the consumer's journey standpoint. Okay, here they are, we've 282 00:20:18.680 --> 00:20:25.559 gotten them excited enough to learn more, right, but we've got to make 283 00:20:25.599 --> 00:20:32.920 sure we continue that journey not only at our pace of what our new marketing 284 00:20:32.920 --> 00:20:34.119 funnel is going to be, now that we've gotten somebody to raise our hands, 285 00:20:34.200 --> 00:20:37.880 but on their terms too. Right. And so the landing page, 286 00:20:38.559 --> 00:20:41.440 you got to make sure that when you get there, yes, it's gonna 287 00:20:41.480 --> 00:20:45.920 be giving some very pertinent information about what the program is, but it's not 288 00:20:45.960 --> 00:20:51.400 going to have thousands of words and it's not going to have all these pictures 289 00:20:51.440 --> 00:20:56.440 that are moving in motion and causing you to scroll through pages and pages of 290 00:20:56.519 --> 00:21:00.559 content. They will abandon ship. We are in head down. I don't 291 00:21:00.599 --> 00:21:06.279 have time for anybody generation. And so when they get there, it's short, 292 00:21:06.799 --> 00:21:11.759 it's concise, it's a quick boom, a dark thrown right at them. 293 00:21:11.799 --> 00:21:15.240 And the critical component, and this is the one that so many people 294 00:21:15.640 --> 00:21:23.480 forget in the landing pages, a very simple and fast way to enter in 295 00:21:23.720 --> 00:21:29.200 an email and say I want to learn more. Here's my email. Click, 296 00:21:30.079 --> 00:21:33.480 not seven questions what's your name, with your address, but because the 297 00:21:33.519 --> 00:21:38.759 more questions you ask, the more opportunities for abandonment you present to them. 298 00:21:40.039 --> 00:21:44.279 You can find out what program they're interested in later, you can find out 299 00:21:44.279 --> 00:21:48.759 where they live later, you can figure out what semester they're looking to apply 300 00:21:48.880 --> 00:21:52.640 for it later, because the more barriers of venture you're gonna have for them, 301 00:21:53.480 --> 00:21:56.480 forget it. It's got to be front and center, it's got to 302 00:21:56.519 --> 00:22:02.240 be right there. It's gotta be easy, is submit and boom, if 303 00:22:02.279 --> 00:22:06.039 you have a back end crm that it goes into. We use slate for 304 00:22:06.039 --> 00:22:10.880 a lot of our things or black book for our advancement efforts. There then 305 00:22:11.000 --> 00:22:15.359 needs to be that quick follow up with that individual to say we're really excited. 306 00:22:17.119 --> 00:22:19.519 Thanks for reaching out. We want to learn more and, to be 307 00:22:19.599 --> 00:22:23.680 honest with your Bart, if you want to be totally frank here, privacy 308 00:22:23.759 --> 00:22:29.240 laws are change in any ways right. So now is the time all of 309 00:22:29.319 --> 00:22:33.960 us across this country and Higher Ed should be having as little barrier ventry as 310 00:22:34.000 --> 00:22:37.839 possible to get people to raise their hands, because we're gonna need that First 311 00:22:37.839 --> 00:22:42.039 Party data because we're not going to be able to target and place ads to 312 00:22:42.119 --> 00:22:47.279 them like we have in the past or currently can. It changes by the 313 00:22:47.319 --> 00:22:51.799 second and so now is the time to start gathering that first party data so 314 00:22:51.880 --> 00:22:56.440 we can then have our own audience versus relying on third parties to provide one 315 00:22:56.480 --> 00:23:00.240 for us. Yeah, two things on that. We talked with J there 316 00:23:00.960 --> 00:23:03.119 a couple of weeks ago about this whole idea of first party data. So 317 00:23:03.160 --> 00:23:06.319 if you haven't listened to that episode, go back and listen to that. 318 00:23:06.720 --> 00:23:10.839 Second thing I think what Matt Just said about landing page R F I S, 319 00:23:11.319 --> 00:23:15.079 you know, request for information forms, that is applicable on every R 320 00:23:15.160 --> 00:23:18.759 F I on your website. I hear too many people say, well, 321 00:23:18.799 --> 00:23:22.400 you know, we we need to ask you know what you're they're graduating. 322 00:23:22.440 --> 00:23:26.400 We need to know this and our crm requests requires this. No, they 323 00:23:26.440 --> 00:23:30.440 don't. I mean figure out a way around it, because you are you're 324 00:23:30.480 --> 00:23:34.839 putting up friction for your prospective students and anytime there's a little bit of friction 325 00:23:36.039 --> 00:23:40.079 they're gonna Abandon Matt's point of where a heads down generation, I don't care 326 00:23:40.079 --> 00:23:42.799 what generation it is. We are now trained that we don't put up with 327 00:23:42.880 --> 00:23:47.759 a lot of the long term things that we used to we have to make 328 00:23:47.759 --> 00:23:51.119 sure that we're on the on the students term and not on our term, 329 00:23:51.440 --> 00:23:53.039 and so I think that's a that's a that's a brilliant way to put it, 330 00:23:53.119 --> 00:23:56.680 Matt. Thank you. We talk a lot about it on this show. 331 00:23:56.400 --> 00:24:00.640 Schools are really struggling today to make the same at spend work. CPMS 332 00:24:00.640 --> 00:24:06.720 are up eight nine year over year on facebook and instagram. Our College clients 333 00:24:06.880 --> 00:24:11.039 are no longer looking for rented audiences. They're looking for an owned community where 334 00:24:11.039 --> 00:24:15.279 they can engage students even before they apply. This is why Zemi has become 335 00:24:15.319 --> 00:24:18.680 so crucial for our clients. With over one million students, close to ten 336 00:24:18.720 --> 00:24:23.559 thousand five star ratings, consistently ranked as one of the top social lapps and 337 00:24:23.640 --> 00:24:27.880 recently one of Apple's hot APPs of the week. There simply isn't anything out 338 00:24:27.920 --> 00:24:32.079 there like it, and we have seen it all. Zem Me not only 339 00:24:32.119 --> 00:24:36.680 provides the best space for student engagement, but the most unique and actional data 340 00:24:36.720 --> 00:24:41.240 for their one sixty college and university partners. We know firsthand from our clients 341 00:24:41.279 --> 00:24:45.039 that Ze me is a must have strategy for Gen Z. Check them out 342 00:24:45.079 --> 00:24:52.559 now at colleges dot Zem dot com. That's colleges dot Z E, m 343 00:24:52.759 --> 00:24:56.839 e dot Com and yes, tell them Barton Troy sent you. Matt. 344 00:24:57.200 --> 00:25:03.400 In speaking to you it's very evident that you believe in doing things differently when 345 00:25:03.440 --> 00:25:07.880 you can, and I think in our pre conversation you mentioned one of your 346 00:25:07.920 --> 00:25:11.799 pet peeves and one of your turn offs is when someone approaches you and they 347 00:25:11.839 --> 00:25:17.440 say school x doesn't like this or we've done this for school. Why could 348 00:25:17.440 --> 00:25:22.119 you expand for our audience? You are a philosophy around that. Oh, 349 00:25:22.200 --> 00:25:27.119 it tracts me nuts, it drives me. Now, look, not everyone 350 00:25:27.240 --> 00:25:32.599 is a great salesperson. Right, fine, but the number one turn off 351 00:25:32.599 --> 00:25:36.160 for me is when I'm talking to somebody like Oh, such and such does 352 00:25:36.279 --> 00:25:38.480 this, you should do it too. Well, how in the world is 353 00:25:38.519 --> 00:25:44.000 that going to cut through the head down generation we just talked about? Right, 354 00:25:44.720 --> 00:25:48.880 that's not unique, that's not different at all, and so we want 355 00:25:48.920 --> 00:25:52.920 to challenge people. If we're going to spend our money, we're gonna always 356 00:25:52.920 --> 00:25:56.000 do it effectively, inefficiency. We've talked about that already. But we're gonna 357 00:25:56.039 --> 00:26:02.440 be unique and different, because that's what's going to get people to have recall, 358 00:26:03.000 --> 00:26:06.319 and that's the one that I'm gonna remember what we did. And so 359 00:26:06.880 --> 00:26:11.559 I literally the first question I will ask people when they're talking to me about 360 00:26:11.599 --> 00:26:17.480 here's why you should do something with us, I will say, I want 361 00:26:17.519 --> 00:26:19.400 to learn more about you, but I'm going to challenge you to come up 362 00:26:19.400 --> 00:26:23.319 with something different. Are you okay with that? Because if you're not, 363 00:26:23.440 --> 00:26:26.960 if you're in a system that is not going to allow us to be creative, 364 00:26:27.279 --> 00:26:30.640 that okay. We've got to buy that billboard and that's the only thing 365 00:26:30.640 --> 00:26:33.880 we're gonna have to do. I want to know that ahead of time because 366 00:26:33.920 --> 00:26:37.240 I don't want to waste your time and I don't want to waste mine. 367 00:26:37.599 --> 00:26:40.880 And so what we will do is we will challenge them with that question. 368 00:26:40.960 --> 00:26:42.480 If they're open to it, and most of them are, because certainly they 369 00:26:42.480 --> 00:26:48.039 want to keep that conversation going, then we will actually follow up with that. 370 00:26:48.119 --> 00:26:51.200 And A and a great example of that. Quite honestly, the best 371 00:26:51.279 --> 00:26:56.200 ideas are when you don't follow the Path and you break off and come up 372 00:26:56.200 --> 00:27:00.680 with something unique and different. Great example is we launched and clear channel airports. 373 00:27:00.920 --> 00:27:03.640 We've been talking to them for years. They come in and they say, 374 00:27:03.720 --> 00:27:07.640 Matt, we think you should advertise it o'hare, why don't you come 375 00:27:07.640 --> 00:27:08.960 out and take a walk around? Oh here, let me show you all 376 00:27:10.000 --> 00:27:12.160 that inventor we have. Now, I've been there hard times, right, 377 00:27:12.200 --> 00:27:15.079 I know the inventory. But sure, we're gonna show up, but I'm 378 00:27:15.079 --> 00:27:18.799 gonna tell you, we're gonna walk that airport and I'm gonna Challenge you. 379 00:27:18.839 --> 00:27:22.039 Are you okay with that? And she said yeah, absolutely, we're all 380 00:27:22.079 --> 00:27:26.160 right with that. Let's do it. So we walk the airport and they're 381 00:27:26.200 --> 00:27:30.599 showing us all these wonderful signs above the escalators or walking down the tunnel to 382 00:27:30.680 --> 00:27:36.599 your aircraft. All fine, I said, let me ask you a question. 383 00:27:37.200 --> 00:27:41.880 We are the university that founded the led. What if we put a 384 00:27:42.160 --> 00:27:49.599 six FT statue landmark, bolted to the ground at terminal three, which happens 385 00:27:49.599 --> 00:27:53.400 to be all the connecting flights that come into Chicago that then go to champagne? 386 00:27:53.960 --> 00:27:59.599 So you're more it's energy. What if we put a six FT statue 387 00:28:00.160 --> 00:28:07.519 bolted to the ground right here? And they said maybe. Really, I 388 00:28:07.519 --> 00:28:11.279 got thrown out about different ideas. This one. Let's talk more on that. 389 00:28:11.519 --> 00:28:17.000 And that's exactly what happened, right, and it's so funny because we're 390 00:28:17.039 --> 00:28:19.279 recording this today. A week ago we put out a post. Now, 391 00:28:19.319 --> 00:28:22.640 this thing has been up for two years now. Granted, we've had some 392 00:28:22.720 --> 00:28:27.359 covid circumstances in there, right, but that doesn't now. If the world's 393 00:28:27.400 --> 00:28:33.400 getting back, everyone's going back to airports. And we put out one social 394 00:28:33.440 --> 00:28:37.319 media post and said Hey, if you've ever been around this thing, set 395 00:28:37.319 --> 00:28:42.720 in your photos right on linked in, linked in of all mediums. We 396 00:28:42.799 --> 00:28:51.079 have forty two hundred likes and a hundred and fifty shares within forty eight hours 397 00:28:51.119 --> 00:28:55.240 of people just excited. We haven't even been there yet to see it right 398 00:28:55.440 --> 00:28:57.079 like, oh my gosh, I can't wait to go, this is amazing. 399 00:28:57.119 --> 00:29:00.960 And all these people passing through the or that's the whole point of these 400 00:29:02.079 --> 00:29:06.160 programs, right. It's moving that level of engagement from A to B. 401 00:29:07.240 --> 00:29:11.079 You can't tell me that those people are more excited about the University of Illinois 402 00:29:11.200 --> 00:29:15.000 and think about when to develop an officer has that coffee in that conversation or 403 00:29:15.039 --> 00:29:18.480 even that zoom call still with that individual and they say hey, you know 404 00:29:18.519 --> 00:29:21.680 what, I was in a here. I got a picture with that. 405 00:29:22.079 --> 00:29:25.839 I'm so excited for you guys to do that. You don't think that's moving 406 00:29:25.880 --> 00:29:29.759 them closer to making a gift back to the university. Right. The same 407 00:29:29.799 --> 00:29:33.720 thing is we always are thinking about these different, unique, innovative things that 408 00:29:33.839 --> 00:29:37.559 can cut through clutter but also distinguish us. You know, I used to 409 00:29:37.599 --> 00:29:44.240 call it winning the water cooler, but a little bit Um. But you 410 00:29:44.240 --> 00:29:45.920 know, we can. We always talk about athletics. You know, you 411 00:29:45.920 --> 00:29:48.599 can never control the action between the lines, right, you know, so 412 00:29:48.960 --> 00:29:52.279 try to influence things outside the lines. Right, and that goes back to 413 00:29:52.359 --> 00:29:56.359 my cup days before being here, right, we could never figure out they're 414 00:29:56.359 --> 00:29:59.400 gonna want to lose. Let's like make the experience great, right. So, 415 00:29:59.519 --> 00:30:00.480 with live aation, we sat down and said, okay, look, 416 00:30:00.839 --> 00:30:03.200 we've got a lot of people that are going to your concerts. We we 417 00:30:03.319 --> 00:30:07.839 are you index great, you're showing us all this wonderful data. What if 418 00:30:08.119 --> 00:30:12.400 before the gates opened the public, five minutes before they opened in the public, 419 00:30:12.960 --> 00:30:17.880 what if anybody that was a university of the Ono, a alumnus that 420 00:30:18.000 --> 00:30:21.960 was going to the concert that day and had lawn seats could get into the 421 00:30:21.960 --> 00:30:25.640 concert and get their lawn spot before everybody else? You've already got the security 422 00:30:25.640 --> 00:30:29.440 there, you've already got the people working the gates. We're not asking you 423 00:30:29.480 --> 00:30:33.759 to put out more expenses. What do you think of that? And they 424 00:30:33.759 --> 00:30:36.599 said, we love that idea, let's do it, and we did right 425 00:30:36.839 --> 00:30:40.160 again. You want to talk about the engagement from A to B. Right, 426 00:30:40.960 --> 00:30:44.920 I got my lawn spot before anybody else like and you know that they 427 00:30:44.960 --> 00:30:48.279 went back to work or have gone their next zoom and told everyone under the 428 00:30:48.319 --> 00:30:53.039 sun that they had the opportunity to do that because they were in aligning right. 429 00:30:53.359 --> 00:30:57.400 That's the kind of cut through the clutter stuff. You're never gonna get 430 00:30:57.440 --> 00:31:00.960 that. When someone's like this, whatever your other college does, well, 431 00:31:02.000 --> 00:31:04.160 then forget it. I don't want to hear it. Literally annoys the heck 432 00:31:04.200 --> 00:31:07.440 out and I want to just make a point to matt that I think that 433 00:31:07.480 --> 00:31:10.640 a lot what a lot of what you're saying I would kind of consider top 434 00:31:10.640 --> 00:31:12.240 shelf. But I think things can come down. I mean, you guys 435 00:31:12.240 --> 00:31:15.480 have relationships with clear channel, you know, with with with live nation, 436 00:31:15.480 --> 00:31:18.200 those types of things. But I think, and I'm trying to encourage my 437 00:31:18.279 --> 00:31:22.319 small schools that are listening right now, and I know some of you are 438 00:31:22.400 --> 00:31:23.359 rolling your eyes and say, boy, wouldn't it great, be great if 439 00:31:23.400 --> 00:31:27.160 I was like that. You are you can do that. I mean, 440 00:31:27.200 --> 00:31:30.720 take what he's doing in O'hare and take it down to your local shopping center. 441 00:31:30.759 --> 00:31:33.880 Take what he's doing at, you know, at live nation, and 442 00:31:33.920 --> 00:31:37.839 take it down to the concert at your local church that you're affiliated with. 443 00:31:38.200 --> 00:31:41.839 There are ways to do it. You just have to think outside the box, 444 00:31:41.880 --> 00:31:44.079 and I think that's the bigger thing that we're talking about here, is 445 00:31:44.319 --> 00:31:48.000 how can you think about things differently? And and let me add to that, 446 00:31:48.039 --> 00:31:51.240 Bart, because you're right, because again they might hear that and go 447 00:31:51.359 --> 00:31:53.000 all that had to be expensive, that had to cost them a lot. 448 00:31:53.440 --> 00:32:00.000 Well, there's other ways to organically create that momentum and excitement right Um, 449 00:32:00.119 --> 00:32:05.480 it cost us a thousand bucks. Thousand Bucks. A few years ago we 450 00:32:06.319 --> 00:32:10.319 got one of those boats that gives architectural boat tours down the city of Chicago 451 00:32:10.359 --> 00:32:13.880 on the Chicago River, and, by the way, if you've never done 452 00:32:13.880 --> 00:32:16.599 it, you absolutely have to. It's really fascinating the history of the architecture 453 00:32:16.599 --> 00:32:20.640 in Chicago and all the different bridges. I digress, but we gave him 454 00:32:20.640 --> 00:32:23.599 a thousand dollars that we want to buy that boat for an hour and we 455 00:32:23.720 --> 00:32:29.079 put our marching on line, on a marching band on that boat. We 456 00:32:29.160 --> 00:32:31.720 sent out a map ahead of time to all of the folks that lived in 457 00:32:31.799 --> 00:32:36.839 Chicago and we're working downtown and said on this day, come see the band 458 00:32:36.839 --> 00:32:40.799 perform on the river. And we just floaded down like a little symphony playing 459 00:32:40.839 --> 00:32:45.480 down the river and people were lined up on the bridges, on the sidewalks 460 00:32:45.559 --> 00:32:51.599 and the parks and everybody had their phones up and everybody then was posting it 461 00:32:51.640 --> 00:32:55.240 out and showing it to everybody. It costs us a thousand dollars. Right, 462 00:32:55.400 --> 00:32:59.240 it doesn't have to be a million. It just has to be something 463 00:32:59.240 --> 00:33:01.000 that's going to be UNIQU can different. End. By the way, you 464 00:33:01.039 --> 00:33:05.119 know who covered it, right? All the local media. Yeah, exactly, 465 00:33:06.279 --> 00:33:09.640 out there, because it's different, it's unique. That's great. Love 466 00:33:09.720 --> 00:33:14.640 that. Love that so much. Well, let's talk a little bit about 467 00:33:14.799 --> 00:33:17.799 where we're going with trends in high red marketing. I mean, there's a 468 00:33:17.799 --> 00:33:21.319 lot of a lot of things we've talked about here today. We've talked about 469 00:33:21.319 --> 00:33:24.119 a lot of digital marketing. Um, you know, I my wife and 470 00:33:24.160 --> 00:33:27.920 I kind of have a have a ritual every evening that we, you know, 471 00:33:28.000 --> 00:33:30.519 watch a show with our kids, usually usually on Disney or something, 472 00:33:30.559 --> 00:33:34.960 and then we watch Hulu and we've got this, you know, this new 473 00:33:35.039 --> 00:33:37.759 murder mystery that we've been we're excited because there's like twenty episodes of it, 474 00:33:37.920 --> 00:33:42.640 twenty seasons of it, so we're set for a good long time. But 475 00:33:42.720 --> 00:33:45.920 I noticed on Hulu they're doing a lot of, you know, interesting things. 476 00:33:45.039 --> 00:33:50.279 As far as you know the streaming ads, and I I've talked about 477 00:33:50.279 --> 00:33:52.680 it before, that I know that they know the big data of of my 478 00:33:52.759 --> 00:33:57.400 household. A lot of those ads are aimed at me because of who I 479 00:33:57.440 --> 00:34:00.720 am, because of where I live. I I see that. But there's 480 00:34:00.759 --> 00:34:04.119 some trends that I'm starting to see with, you know, choose your own 481 00:34:04.119 --> 00:34:07.480 ad. Now I know American Express gives me like three options that I can 482 00:34:07.559 --> 00:34:10.559 choose which ad and and we have a favorite that we always watch because or 483 00:34:10.800 --> 00:34:15.000 the new, the new electric Chevy has a one where the woman is pregnant 484 00:34:15.039 --> 00:34:19.000 and we think that one's funny. So we choose that one. And so 485 00:34:19.480 --> 00:34:22.800 what kind of trends are coming, especially when we look at digital Um as 486 00:34:22.880 --> 00:34:28.360 and in Higher Ed talk a little bit about that. So connected TV is 487 00:34:28.440 --> 00:34:31.920 a spectacular I'M gonna get up on the soapbox here. Perfect connected TV is 488 00:34:31.960 --> 00:34:37.320 spectacular, right. So it allows you to hit the people that you want 489 00:34:37.320 --> 00:34:42.000 to hit right. So you're looking for a certain individual that has interests and 490 00:34:42.239 --> 00:34:45.559 x, Y Z and a certain market, you can do that right, 491 00:34:45.599 --> 00:34:50.920 and so, in theory you can then place that ad in front of the 492 00:34:51.000 --> 00:34:54.400 particular audience that you care of. And so with connected TV there's always two 493 00:34:54.440 --> 00:34:59.760 things, though, that you have to ask yourself. The first is, 494 00:35:00.000 --> 00:35:04.280 what type of Ad Am I going to have? Right, and you've talked 495 00:35:04.280 --> 00:35:07.320 about it. They are evolving at a rapid pace. I mean traditional television 496 00:35:08.000 --> 00:35:13.480 was for sixty years before they had anything besides the thirty second TV spot, 497 00:35:13.719 --> 00:35:17.719 right, Um, and so they're adapting with all different types of wonderful types 498 00:35:17.760 --> 00:35:21.599 of ads that allow you to then a B test within the ad itself. 499 00:35:21.840 --> 00:35:24.519 Which one, which had, did they choose to watch? Right tell. 500 00:35:24.679 --> 00:35:34.519 That's revolutionary for TV. But it's also the second point is where is that 501 00:35:34.760 --> 00:35:42.559 ad running? And this is a dangerous, dangerous thing that many in the 502 00:35:42.760 --> 00:35:49.159 entire private or public or higher ad spear are not necessarily aware of, and 503 00:35:49.239 --> 00:35:55.480 that is when you put your ad out, is an in premium inventory and 504 00:35:55.599 --> 00:36:00.920 most of the times when those ads are put out or with the layering? 505 00:36:00.480 --> 00:36:06.360 Are Ninety nine out of a hundred of your ads running on Pluto television? 506 00:36:06.760 --> 00:36:10.079 I don't have anything against Pluto, but are they all going there? On 507 00:36:10.119 --> 00:36:15.280 the Beverly Hills Channel at two am, are any of your ads showing up 508 00:36:15.280 --> 00:36:21.599 on that? This is US finale in premium content or on sports or in 509 00:36:21.719 --> 00:36:30.199 news like. Learning and understanding specifically where those ads are going is vital because, 510 00:36:30.360 --> 00:36:34.679 just like the old traditional television where it's like I want to be in 511 00:36:34.719 --> 00:36:37.079 the super bowl because you know everybody's watching it, right, you got to 512 00:36:37.159 --> 00:36:42.000 think of all of your ads is how many Super Bowl ads am I getting 513 00:36:42.039 --> 00:36:45.679 to my particular audience? And this is dangerous, and this is a question 514 00:36:45.800 --> 00:36:51.000 whether you use an agency or you don't. If you are the client, 515 00:36:51.119 --> 00:36:55.320 you need to be asking them this all the time. How many of those 516 00:36:55.360 --> 00:37:00.400 ads are showcasing on the platforms that I have value you in the Hulus of 517 00:37:00.440 --> 00:37:05.880 the world, the sling TVs of the world, right, the discovery networks, 518 00:37:05.920 --> 00:37:08.719 the new Disney plus adversion that's coming soon. Right, how many are 519 00:37:08.760 --> 00:37:14.239 there? Because if you get that answer back that's one percent. You might 520 00:37:14.360 --> 00:37:15.599 hear. Oh well, Hey, no, don't worry, still getting your 521 00:37:15.599 --> 00:37:21.159 audience. But what kind of content do you want to marry yourself right, 522 00:37:22.000 --> 00:37:25.079 and that is a critical, critical so, while it's a developing trend of 523 00:37:25.079 --> 00:37:30.000 going into connect TV, as it should be, you need to ask yourself, 524 00:37:30.119 --> 00:37:35.760 and a great question that anyone that's using an agency can ask, and 525 00:37:35.920 --> 00:37:40.440 this is a terrifying statement for an agency to hear. Okay, this will 526 00:37:40.519 --> 00:37:45.119 scare the living but Jesus out of them, you need to say to them, 527 00:37:45.320 --> 00:37:50.599 on whatever particular tactic that you happen to be in this case, let's 528 00:37:50.599 --> 00:37:54.960 stay connected television. You need to ask them. I would love to see 529 00:37:55.039 --> 00:38:01.559 your optimization long because their job, and what my job, and grace land, 530 00:38:01.599 --> 00:38:06.119 who works with me on our side, is this. Look at that 531 00:38:07.239 --> 00:38:10.280 four seven, just because the ads out there. Is it in the right 532 00:38:10.320 --> 00:38:15.199 location? Is it being interacted with the way we want to? That is 533 00:38:15.280 --> 00:38:21.880 all on the optimization side. Asked see their optimization log because that will show 534 00:38:21.920 --> 00:38:28.599 you how much they're paying attention to your strategic goals and objectives. It's vitally 535 00:38:28.639 --> 00:38:31.360 important and just out of curiosity because I know a lot of people this, 536 00:38:31.360 --> 00:38:36.159 this connected TV, is new to them and they don't quite understand that they 537 00:38:36.159 --> 00:38:39.920 could actually reach that shelf. Talk about that a little bit. I mean 538 00:38:40.000 --> 00:38:45.239 I've I've heard things that say, you know what, depending on your budget, 539 00:38:45.280 --> 00:38:46.559 there's a way that you can kind of get to that in a very 540 00:38:46.639 --> 00:38:51.840 affordable way, because you're not doing super bowl ads. You're not spending millions 541 00:38:51.840 --> 00:38:54.599 and millions on Super Bowl ads, because of the targeting that you can do. 542 00:38:55.639 --> 00:38:59.679 Is it the same type of, you know, paper Click model where 543 00:38:59.760 --> 00:39:01.559 you know you're only paying for the ones that get served up, or how 544 00:39:01.559 --> 00:39:06.079 does it work? Yeah, it is. You know, they've got to 545 00:39:06.119 --> 00:39:08.239 view it right and and everyone's different. Again, it's a great question to 546 00:39:08.280 --> 00:39:10.920 ask. Hey, if they abandoned ship through this am I gonna pay for 547 00:39:10.960 --> 00:39:15.559 that impression. But to your point, though, and this is a good 548 00:39:15.559 --> 00:39:17.599 thing for, again, the people that have big budgets, you can cast 549 00:39:17.639 --> 00:39:22.000 a wider net into connected television. It's obviously a much more expensive space, 550 00:39:22.119 --> 00:39:25.800 right. TV is always gonna video is always gonna cost more than than audio 551 00:39:25.840 --> 00:39:30.599 and audio is always gonna cost more than display, right. But for those 552 00:39:30.679 --> 00:39:36.280 with smaller budgets it is a sandbox you can play in. But this is 553 00:39:36.320 --> 00:39:40.960 where that targeting comes into play right, and this is where that, before 554 00:39:42.079 --> 00:39:45.360 you ever launch a campaign in the first place, let's find out and do 555 00:39:45.480 --> 00:39:49.719 some market research. You could do it internally, of who the persona of 556 00:39:49.840 --> 00:39:53.840 people are that you're going after, because we only want to target those people. 557 00:39:54.039 --> 00:39:58.119 A lot of times people get caught up in all right, I'm gonna 558 00:39:58.119 --> 00:40:00.559 go into connect the TV, I'm gonna Track and I'm gonna sure it's gonna 559 00:40:00.559 --> 00:40:02.360 be awesome. It's so much better than traditional. But then they cast too 560 00:40:02.360 --> 00:40:07.679 wide of a net and while you might catch some of those fish in the 561 00:40:07.760 --> 00:40:10.480 net, a lot of the fish you caught we're junk. We're really not 562 00:40:12.000 --> 00:40:15.280 ready. So you need to be in that targeted group of people, and 563 00:40:15.599 --> 00:40:20.679 I'll tell you in great place to spend a tiny bit amount of money and 564 00:40:20.719 --> 00:40:25.280 get wonderful premium content. Use that First Party data we talked about. Only 565 00:40:25.360 --> 00:40:30.599 go to those people that have raised their hand. Maybe you can't afford to 566 00:40:30.760 --> 00:40:36.280 go to the millions upon millions of the Super Bowl quality right, but take 567 00:40:36.320 --> 00:40:37.800 all those people that you've gotten raise your hand. You can place hands to 568 00:40:37.880 --> 00:40:42.880 just then and you can do it for pennies, just for their exactly. 569 00:40:42.920 --> 00:40:46.039 I mean that's the ideas that we can upload a list of addresses that you 570 00:40:46.119 --> 00:40:50.519 have in your you know, let's let's just use a traditional Undergrad, you 571 00:40:50.519 --> 00:40:53.519 know, small liberal arts school. You've got five thousand names in your in 572 00:40:53.559 --> 00:40:58.719 your pipeline, people that have, you know, inquired and they haven't filled 573 00:40:58.760 --> 00:41:02.519 out their APP yet. You could upload that list and target that that household, 574 00:41:02.760 --> 00:41:07.119 not only with retargeting with, you know, facebook, Meta those types 575 00:41:07.159 --> 00:41:12.360 of things Google, but you can also do that with connected TV. You 576 00:41:12.400 --> 00:41:15.280 sure can it. And it gets even more crazy. Part you can take 577 00:41:15.320 --> 00:41:19.239 that list right, start on connected TV, but then what's called a cross 578 00:41:19.360 --> 00:41:22.559 device match, right, so you know their household. Now you've grabbed on 579 00:41:22.679 --> 00:41:27.920 that connected TV connects to that Wifi router in their house. You now have 580 00:41:27.960 --> 00:41:31.639 grabbed all of their cell phones, you've grabbed their tablets, you've grabbed other 581 00:41:31.639 --> 00:41:36.840 connected televisions and now when they're on their phone, they get a display, 582 00:41:37.000 --> 00:41:40.119 digital display. Yet you do right. So it can all work together and 583 00:41:40.199 --> 00:41:45.239 you can do that and it's not millions of dollars, ninety thousands of dollars. 584 00:41:45.320 --> 00:41:46.840 You can do that for a very low amount of money. And this 585 00:41:46.920 --> 00:41:52.840 is where it comes into play with and why we do what we do internally 586 00:41:52.880 --> 00:41:55.119 here is right, because so many people don't have tons of dollars that we 587 00:41:55.199 --> 00:42:00.079 can't afford to siphon off dollars to third parties and then vendors and agencies. 588 00:42:00.119 --> 00:42:04.239 We really have to put all of those dollars to work if we want to 589 00:42:04.239 --> 00:42:06.639 do some of these times. That's awesome. Thank you, Matt. That's 590 00:42:06.679 --> 00:42:09.760 great, Matt. I feel greedy asking this question, but it is a 591 00:42:09.840 --> 00:42:15.039 question that we end our episodes with for all of our guests. If there 592 00:42:15.159 --> 00:42:21.119 is one additional thought or idea that you could offer that could be implemented by 593 00:42:21.199 --> 00:42:25.880 marketers immediately or soon after listening to this episode, what would that thought or 594 00:42:25.920 --> 00:42:32.320 idea be? I'll tell you what I think. It's the most under utilized 595 00:42:32.400 --> 00:42:37.440 tool that we all have in our toolbox. I think if you ask every 596 00:42:37.559 --> 00:42:43.199 higher ED institution this country, there the person will tell you. You know, 597 00:42:43.239 --> 00:42:45.000 and I know some people that do that really well and I don't know 598 00:42:45.039 --> 00:42:46.559 that don't do it at all. We will all agree on this, and 599 00:42:46.599 --> 00:42:53.480 that is seo, search engine optimization. If you can get this right and 600 00:42:53.880 --> 00:43:00.079 organically show up when people are looking for you, I can save you a 601 00:43:00.320 --> 00:43:04.599 lot of money. Can't right. If you can get S C o right, 602 00:43:05.519 --> 00:43:09.360 right, just have one individual that's handling and helping everybody, or if 603 00:43:09.360 --> 00:43:15.840 you have a decentralized in university, find that person that's really good and have 604 00:43:15.000 --> 00:43:19.320 them do an internal webinar about S C O and how to make it good. 605 00:43:19.920 --> 00:43:22.639 If you can get that under control. That you want to talk about 606 00:43:22.639 --> 00:43:28.800 efficiencies, there is nothing better price wise than organic. It's number one. 607 00:43:29.239 --> 00:43:35.679 It's number one, and so get S EO under control, solve that first, 608 00:43:36.199 --> 00:43:39.840 because if you can get organic, great, you're already halfway there. 609 00:43:40.280 --> 00:43:43.800 That's great. That's great advice. And, Matt, I'm going to add 610 00:43:43.840 --> 00:43:45.760 to that because I think one of the key elements that I've found, just 611 00:43:45.840 --> 00:43:52.800 even in my own business, writing content on a regular basis that answers the 612 00:43:52.880 --> 00:43:58.079 questions people have about whatever your service or product or offering is, is one 613 00:43:58.119 --> 00:44:00.960 of the best ways to rank higher on CEO. I mean, you can 614 00:44:00.960 --> 00:44:04.480 play all day long with the levers on the back end of everything, but 615 00:44:04.559 --> 00:44:08.119 it comes down to if you have the content that Google Dee's worthy, content 616 00:44:08.719 --> 00:44:17.840 is king, content will always be king, and content gets stale. This 617 00:44:17.880 --> 00:44:23.440 is important to understand and if, if you're looking at it yourself or you 618 00:44:23.480 --> 00:44:30.199 have an agency that's optimizing for you. They should be watching your content. 619 00:44:30.880 --> 00:44:35.280 We can see when the ad is just art. I've seen this thing. 620 00:44:35.360 --> 00:44:37.280 We've all been there. I've seen this at a thousand times. I don't 621 00:44:37.280 --> 00:44:40.400 want to see it again, and that very actually annoys you. Right, 622 00:44:40.480 --> 00:44:45.119 you actually have a less love for the brand when you see that. Add 623 00:44:45.159 --> 00:44:50.519 too much right, follow the math. Follow when you see engagement going down. 624 00:44:50.559 --> 00:44:55.199 With creative and create more content. Stay on top of it, because 625 00:44:55.239 --> 00:45:00.159 again, you might have the best s C e o set up, you 626 00:45:00.280 --> 00:45:02.920 might have the world's greatest placement of ads. Heck, you might even have 627 00:45:04.079 --> 00:45:07.559 the best landing page and marketing funnel system that's ever been created in the history 628 00:45:07.599 --> 00:45:12.599 of Higher Ed, but you've got content that is stale and old. None 629 00:45:12.599 --> 00:45:16.519 of it matters. Content is king and will always be king. Awesome. 630 00:45:16.760 --> 00:45:22.719 Thank you, Matt. Matt, for those of our listeners that you've just 631 00:45:22.800 --> 00:45:27.480 won over, that you've gained fans, for those that would like to reach 632 00:45:27.519 --> 00:45:30.960 out and contact you for any reason, what would be the best way for 633 00:45:30.000 --> 00:45:35.559 them to do so? Yeah, absolutely, I I gotta be honest with 634 00:45:35.719 --> 00:45:38.639 one of the things I love the most about higher Ed is there is this 635 00:45:39.159 --> 00:45:45.840 opportunity to dialogue and learn from each other and use case study analysis. It's 636 00:45:45.880 --> 00:45:49.400 one of the things I love the most about Higher Ed period and your podcast 637 00:45:49.440 --> 00:45:53.039 for that matter. Right is that contact me via email first and foremost, 638 00:45:53.039 --> 00:45:55.800 probably the quickest way, but after that let's set up a time to chat. 639 00:45:55.840 --> 00:45:59.400 I will gladly talk to you. I want to learn from you. 640 00:45:59.719 --> 00:46:01.159 I want to learn what's I want to do a Swat analysis out of our 641 00:46:01.159 --> 00:46:04.920 school. What have you seen that's worked, what hasn't worked? Where is 642 00:46:04.920 --> 00:46:07.880 your biggest optic because there's probably some synergies there and a lot of times we 643 00:46:07.960 --> 00:46:12.480 might not even be playing in the same same sandbox. So let's help each 644 00:46:12.480 --> 00:46:15.679 other. So reach out on my email and wazzle look at Illinois. Ad 645 00:46:15.800 --> 00:46:17.519 To you. We'll set up a time and talk after that. Um, 646 00:46:17.559 --> 00:46:22.480 I love doing this stuff. have me back anytime. We certainly will. 647 00:46:22.159 --> 00:46:25.000 Thank you, Matt Bart. Do you have any final thought do you would 648 00:46:25.000 --> 00:46:30.480 like to share? Yeah, we've covered a lot on this episode and uh, 649 00:46:30.559 --> 00:46:32.679 and, and I think that you know, if you've been inspired by 650 00:46:32.679 --> 00:46:37.159 it, go back and listen to some of the elements again. I think 651 00:46:37.159 --> 00:46:39.599 that a lot of what Matt's talked about is just some of the basics of 652 00:46:39.599 --> 00:46:44.880 blocking and tackling. When it comes down to the paid media. Um, 653 00:46:44.920 --> 00:46:47.239 I think that it's a in many ways it's a shiny object that we all 654 00:46:47.280 --> 00:46:51.360 think that, oh, I can just put my credit card into, into, 655 00:46:51.559 --> 00:46:53.079 you know, my my facebook account and start, you know, getting 656 00:46:53.199 --> 00:46:57.800 leads. Um, yes and no. And I think that Matt's brought a 657 00:46:57.800 --> 00:47:00.559 lot of really good things to bear on that conversation. Shoon, and I 658 00:47:00.559 --> 00:47:05.039 think that there's there's certainly some some tactics, but I think the number one 659 00:47:05.039 --> 00:47:07.320 thing I want everybody to walk away with is that it is a door into 660 00:47:07.320 --> 00:47:12.239 a relationship and at the end of the day, higher education is a long 661 00:47:12.360 --> 00:47:16.119 term play, it's a long decision and this needs to be Um. Every 662 00:47:16.199 --> 00:47:21.079 tactic that we do is to build the relationship. And too, and I 663 00:47:21.119 --> 00:47:24.000 really liked Matt's thing about the you know, the the classic Um, you 664 00:47:24.039 --> 00:47:28.960 know, a story brand type of thing, where we are guides on the 665 00:47:29.039 --> 00:47:32.519 journey of the hero of the whether it's a prospective student, whether it's a 666 00:47:32.599 --> 00:47:37.320 parent of a prospective student, or whether it's a donor. We are the 667 00:47:37.360 --> 00:47:39.039 guide, they're the hero. Let's make sure that we do that and build 668 00:47:39.039 --> 00:47:45.079 the relationship correctly and when it comes time they will convert. But don't expect 669 00:47:45.239 --> 00:47:49.039 your paid media or anything that you do today too, you know, all 670 00:47:49.039 --> 00:47:52.400 of a sudden flood the inbox with all these new applicants who are ready to 671 00:47:52.480 --> 00:47:57.519 matriculate and graduate. It takes work and it takes effort and it takes time 672 00:47:57.639 --> 00:48:00.199 and it takes a process and I think that Matt's done a great job of 673 00:48:00.239 --> 00:48:07.039 helping us understand that. Thank you, Bart. The hired Marketer podcast is 674 00:48:07.079 --> 00:48:12.599 brought to you by Kaylor solutions and education, marketing and branding agency and by 675 00:48:12.679 --> 00:48:17.239 Think, patented, a Marketing Execution Company combining print and digital assets for deeper 676 00:48:17.280 --> 00:48:22.800 engagement. On behalf of Bart Kaylor. I'm troy singer. Thank you for 677 00:48:22.880 --> 00:48:30.360 joining us. You've been listening to the Higher Ed Marketer. To ensure that 678 00:48:30.400 --> 00:48:34.440 you never miss an episode, subscribe to the show in your favorite podcast player. 679 00:48:35.320 --> 00:48:37.559 If you're listening with apple podcasts. We'd love for you to leave a 680 00:48:37.599 --> 00:48:42.039 quick rating of the show. Simply tap the number of stars do you think 681 00:48:42.039 --> 00:48:44.639 the podcast deserves. Until next time,