This summer, I’ve been part of quite a few conversations focused on how to build audience. At some point during the discussion, someone typically has made a statement along one of the following veins:

“We want as many alumni as possible to come back to campus. What kind of talent can we afford?”

“The President will be speaking so we need the room filled to capacity.”

“We need bodies in seats. What’s going to bring them in?”

These are legitimate questions and I am someone who absolutely appreciates a full house, jam-packed with enthusiastic people. But in very few instances is it just about numbers—especially in higher education.

I know I’m preaching to the choir but some things bear repeating:

 -   If the featured activities don’t tie back to the university “brand” and its key messages, it’s just a great party; no matter how many of the “right” people are in the room or on campus.

 -   An event is not a success if there are no plans for follow-up and no way to measure the impact of what happened.

 -   Spaces filled with people are simply crowded. Like-minded people coming together in one location always create room for growth.

One of the reasons we enjoy working with colleges and universities is because our clients never lose sight of their ultimate mission: to educate—their constituents, the public, one another.

Whether it’s engaging prospective donors in a dialogue around research breakthroughs that might be possible with additional funding or introducing alumni to current students who are leveraging their legacy for a better and brighter future, educational institutions are always engaged in learning experiences, taking the distance out of education and bringing fresh, pertinent topics up-close and personal.

Let’s always make it about quality and not just quantity. Engaging the right audiences for the right reasons is so much better than just bigger.

Over the years, I have witnessed many moments of profound generosity from Michael Bloomberg.  His commitment to education and research has inspired others of great means to follow suit.  I have always appreciated his directness and ability to articulate succinctly what was necessary for a particular moment to be successful (I believe his favorite words of wisdom are “Don’t screw up.”).
 
So when I learned he was opening the 2010 CASE Summit, I was excited to hear what he had to say. As always, he did not disappoint—both in delivery and message. For those of you who didn’t attend,, here’s what I took away:
 
Ask for what you want—While Mr. Bloomberg was speaking particularly to development professionals about how to approach a key prospect, I think this is applicable to so many aspects of life. Of course, doing the up-front work to figure out exactly what you want is an essential part. For me it goes back to basics: what are you trying to accomplish and what will it take to get there.
 
Double the ask (It’s a compliment)—The thought behind this was that prospective donors will be flattered that you’ve assumed their financial situation to be more enhanced than it really is. Bloomberg’s counsel was that upon hearing the figure, donors will decide they can realistically give 50 percent of the amount you’ve mentioned (which was your intention all along). I’ll leave the ask strategy to Michael on this one. In my world, it’s having a real understanding of your audience and what they value, and then set the stage to give them just that.  
 
Once you’ve made the ask, shut up—I had to laugh at the Bloomberg candor; once again, I appreciate the core message. Mission accomplished? Super! Seize the moment and move on. Knowing when you’ve achieved what you set out to do – and knowing how to close on a high note – are crucial to the ultimate success of any undertaking.
 
And so as Mr. Bloomberg suggests, I will end this post with just a quick thank you to all of the friends and colleagues who visited with us in New York (and a special shout out to the folks at GG+A. John, Dan and Bob – you were great neighbors!).

Unilever recently announced it would be doubling its spending on digital marketing in the coming year. Chief Marketing Officer Keith Weed went on to explain the strategic direction of his digital plan, which focuses on matching digital efforts to the amount of time target consumers are spending online. “I think you need to fish where the fish are,” he said at the International Advertising Festival in Cannes, noting that people in the U.S. are spending 20–25 percent of their time “digitally engaged.”

At the same forum, P&G Chairman and CEO Bob McDonald talked about the importance of using digital and other media holistically to build relationships.

Just as we’re all taking a collective summer breath and fueling up for fall planning discussions on our strategies for consumer and donor engagement, these tales came across to us not so much as diatribes on the importance of online media, but as poignant reminders of the need to be strategic, purposeful and informed about the people we’re trying to reach and the best approaches for reaching them.  And they echo our sentiments about the critical need to cultivate relationships with customers, clients and constituents that will endure economic uncertainty, competitor onslaught and even consumer overload.

We think the summer’s a great time to step back and do some consumer and marketing soul searching.  Who are your fish?  Where are they, uh, swimming?  And what are your best opportunities to reach out and build those critical relationships?

As students and scholars of human interaction, crowd psychology and the dynamics that turn passive consumers into fanatical fans…we’d love to help.  Drop us a line.  (Done with the metaphor now. Promise.)

We all know the philosophical riddle: If a tree falls in the forest, and no one hears it, did it really fall? A similar question can be posed of events that are produced without a clear definition of success.

How can we be sure that an event has been successful unless we measure it against some agreed upon criteria? And frankly, why would anyone want to go through the intensive process of planning and producing an event without keeping track of whether it met its goals?

None of us – not the Trumps, not the Murdocks, not even Oprah – can afford to operate without understanding how to measure the effectiveness of our endeavors. I encourage you to build into your budgets a means for collecting audience responses in at least three different modes: immediately following an event – doesn’t matter if it’s through in-person comments or instant video clips; in the days and weeks following – perhaps via emailed surveys or by tracking bumps in online giving; and throughout the larger community – traditional media placements or spikes in online chatter.

The scientific response to the earlier riddle is that if there aren’t ears nearby to pick up the sound vibrations, there is no proof that the tree fell. If you want to maintain and gain budget traction for your events, you can’t let them fall on deaf ears.

I always look forward to getting together with friends and colleagues at CASE conferences. Whether the focus is at the national or district level or around a specific topic, it’s stimulating to gather with like-minded folks who share a passion and commitment to the principles of higher education.

I must admit to feeling even more enthusiasm than usual as the 2010 CASE Summit approaches. Even through a recent heat wave better suited to water-front lolling, the buzz throughout the higher ed world right now is palpable and constant—think about the ever-present hornet sounds of the vuvuzela horns at the recent World Cup matches and you’ll know exactly how it feels to me.

The program for this year’s Summit once again provides an impressive array of speakers slated to talk with us about subjects rich and immediate. I’m particularly excited about Tuesday’s Key Session. While Cokie Roberts promises to be a wonderful moderator and it will be amazing to hear from Charles Bronfman and Jonathan Tisch, I think I’m most excited to see one my favorite words front and center in the discussion title—JOY. And joy as it relates to helping organizations and audiences connect in meaningful and fulfilling ways hits very close to home for those of us at Feats. It’s pretty much why we do what we do (and it’s one of our corporate core values—much to the dismay of one consultant who tried to talk us out of the idea. Yep, he wasn’t around very long).

So, it is with a real sense of anticipation that the Feats team will be hitting the road this weekend—destination New York City. I hope you’ll stop by Booth 36 to share a smile or a story and help us spread some joy.

ACTION! That’s what live experiences are all about, right? Otherwise, we’d be content to have our intended audiences read great copy and watch moving video – maybe with friends and family, most likely alone.

There is something about coming together face-to-face and shoulder-to-shoulder that encourages us to act. Hell, the very fact that people show up when invited means that they’ve acted, they are in motion, propelled forward in some way.

The real challenge is compelling them to continue to act during and after an event. From figuring out the pace that is best suited for the desired impact to ensuring that the balance between information and celebration is on target, production value must be high in order to maintain momentum. That means leadership is coached and ready, internal resources (human and physical) are utilized in the best possible ways and logistical Is and Ts have been dotted and crossed.

Your audience is programmed to receive, if you will. You just need to figure out what you want them to do once they get there.

Recently, I have been reminded repeatedly that Feats Speak Louder Than Words.
 
Check out this 2 minute video on Waste for Life. Talk about Social Enterprise.  WFL works to reduce the damaging environmental impact of non-recycled plastic waste and promote self-sufficiency and economic security for at-risk populations. In Argentina, for example, WFL works with a cooperative that collects, sorts, and sells recyclable waste to survive. They teamed up with the Rhode Island School of Design to prototype ingenious products from waste plastic and fibers that will be manufactured and sold by the cooperatives. Check out some of these impressive examples.

Second, and closer to home, after securing an OSI grant 18 months ago, Jon Kaplan just launched the second chapter of bMoreFit. He combined his passion and expertise as Fitness Director at a quality fitness and squash club, MeadowMill, to change the lives of young people who might otherwise have challenging futures. He’s helping them become aware of their bodies and do something about it. That’s just the beginning. He’s building a model program to turn them into paid, productive fitness instructors.  He’s also inspiring every member of the club to ACT.

Finally, for the moment, one of my life long heroes, Manute Bol, passed away a few weeks ago. This 7’7” giant of a man was a phenom in the basketball world. He became my hero later in life.

While living with multiple physical challenges and disease, this native of the Sudan took all of the millions of dollars he made playing in the NBA and gave it to his homeland, despite a political climate so negative that most of us would have looked the other way. To learn more about this remarkable humanitarian, see Alex Meixner’s post here.

Life is filled with opportunities to make a difference.  Every day. It is indeed at the intersection of one’s passions and great needs that differences are made and felt. Small steps. Large steps. Steps. I think that’s it. Steps.

The 2010 Commencement Season for U.S. colleges and universities is officially behind us. Students marched, keynotes spoke, parents glowed with pride, faculty dusted off their regalia and thousands of staff members worked behind the scenes to create what they hoped would be exciting and celebratory experiences that appropriately marked such an important occasion.

As you might imagine, I have attended my fair share of ceremonies over the years. Along with getting wrapped up in the moment (yes, the first strains of Pomp and Circumstance still have an effect on me), I have also pondered why many institutions aren’t more successful in infusing their brand and culture into these oh-so-important rites of passage.

A brief look back reminds us that the occasion formerly known as Graduation was renamed Commencement to convey the start of the next phase of a student’s life. I suggest that the occasion also marks the beginning of what we all hope will be a warm and successful alumni relationship.

So with this in mind, I offer a few of the thoughts and musings I have had recently while looking out over a sea of mortarboards.

Stand on Tradition

Tradition is paramount — both academic and experiential. It’s what university legacies are built upon and what creates that lasting sense of belonging to an institution. Embody your institution’s traditions, find new ways to showcase them and make them relevant and memorable at Commencement. Use them to inspire this newest group of alumni in ways that convey the essence of the institution they have already deemed worthy of their time, talent and treasure.

Seize the Day

There are likely other celebratory activities surrounding Commencement, hosted by alumni, student and campus groups. However, the ceremony itself is the only activity with everyone in attendance — and the perfect place and time to create a group moment filled with excitement and even a little nostalgia. From the cheering audience members to the stage, screen and sound system — the setting couldn’t be more perfect.

Extend the Brand

Universities understand more than most that their experience is their brand. Schools engage students in the quest for academic excellence, in their athletic traditions, campus activities and rituals and more. Commencement should be the summary of the best parts of that experience. Build those experiences into the ceremony programming. Students and families should walk away from Commencement feeling, “Yes, that was it!”

 The Best of Who You Are

For many in attendance, Commencement may be the one and only time that they will experience the institution in-person. Be sure to showcase the best of who you are. For example, does your institution’s international standing come shining through? Is the magic of the campus experience front and center? Are your speakers relevant to your message and is their message integrated into your ceremonial programming? So many considerations; but luckily, most universities need merely to tap into the best of who they already are to create a magical, memorable Commencement experience.

You’ve made a name for the university by gathering, honing and leveraging the best and brightest. Commencement creates the perfect opportunity to shine the spotlight on all your institution has to offer.

Stay tuned for my next post where I’ll share my thoughts on the appropriate pomp for the circumstances presented by Commencement. In the meantime, I’d love to hear what goes through your mind as you gaze out upon that sea of mortarboards.

One of the things I enjoy most about working with colleagues at educational institutions is the sense of affection and commitment they feel toward their particular campus culture. Many have gone through extensive branding exercises and have emerged with clear, concise imagery and language for who and what they are. Others find this a bit more difficult to define but are almost always successful at describing what is or isn’t “right” for them.

The result? Strong brand identities that intelligently inform Undergraduate Admissions materials, Graduate websites, Alumni magazines, Campaign cases for support…and then fade away when the institution comes face-to-face with its audiences.

To stop this from happening and to help you figure out what it will take to make every event authentically reflect your institution, I encourage you to gather together the most creative, current and committed folks on campus to wrestle with the following questions:

1.  What are the key elements that must be present at every “U” event that represent the best of your culture?

2.  How can you create an environment where it’s okay to select the speakers and presenters best suited for each occasion while in some way recognizing the associated leadership for the important roles they play?

3.  Where will the touch points occur during each event to encourage a range of engagement – self-directed, one-on-one and crowd discovery moments – and allow attendees to really experience the institution?

4.  Who are the most important audience members at each event? Be honest – if two key donors will feel best amidst a sea of 200 like-minded people, that’s okay.

5.  How can you capture the connections made during an event and ensure that they continue after everyone goes home?

6.  Bottom line: where should the money be spent? Expert staffing vs swag? Stellar A/V vs. appetizers? What does your audience truly care about?

What else is standing in the way of making your events uniquely “U”? I hope you’ll spend some time in thinking this through. The ROI will be phenomenal.

I’m always amused when I hear someone comment that they’d love to work in higher ed because “you get the summers off.” HA! Sure, campus has a different feel from June – August, with fewer faculty and students actually on-site. But these are the months where next year’s plans really begin to take shape and the magic starts to happen. 

I thought I’d channel my inner geek (or Gleek, for those of you who are also fans of that yummy little show) and lay out a few things to consider as you plot out the events you’ll be creating for AY 2011:

1. Event Objectives – Why are you having the event, what do you hope to accomplish, what are the take-aways? These need to be clearly articulated and understood by all key players.

2. Engagement Strategy – Does the event you are planning fit within the engagement strategies of all key Advancement groups? This is where everyone in the division learns to play well with others.

3. Target Audiences – Who is invited and why? Should different groups have different experiences?

4. Audience Objectives – Why are audience members willing to attend? What are their expectations? How will you meet them?

5. Messaging – Key messages and themes should be well-defined and considered throughout the planning process. Don’t mix your metaphors.

6. Pre-Event Outreach – Don’t use just one approach to reach people. Think about what YOUR inbox looks like. Layers are the way to go – email, web, print, phone calls from favorite campus contacts.

7. Defined Success – Come on, put a stake in the ground, draw a line in the sand. How do you define success for the event – bodies in the room, treasures in the coffer, Kumbayah moments?

8. Managed Expectations – Make sure that ALL key players understand the event – goals and objectives, definition of success, EVERYTHING.

9. Roles and Responsibilities – Shakespeare got it partly right. The world is a stage but there is nothing “merely” about the men and women who are going to help make the event a success. So be sure that key players understand and accept their roles and responsibilities – and what it will mean if they are successful…or not.

10. Full Disclosure – This may sound a little odd, but be sure that the audience understands the goals and objectives of the event. Let them know that it is a building dedication, an opportunity to help with student scholarships, a chance to network with faculty. If you’re confident enough to hold the event and are clear on #1 above, then you shouldn’t be hesitant to tell them what it’s about.

11. Soup to Nuts – Please don’t plan an event without planning the pre- and post-event engagement strategy (e.g., how to collect feedback, how to measure success points). That’s just silly – and maybe a bit scary.

12. ROI – Let’s face it, all well-planned events have an important purpose, a raison d’être. If you’ve checked off #7 and fully embraced #11, you’ll be sitting pretty, shouting, “Look what we did!”

So, did I miss anything on YOUR Spectacular Event checklist? If so, please share. We all can benefit from tried-and-true tactics that make for better plans – and even better experiences.