Can Someone Can Someone Give Me a Give Me a

Testimonial?Testimonial?Testimonials That Testimonials That

Resonate With Potential Resonate With Potential StudentsStudents

Lee Colony, Gateway Technical Lee Colony, Gateway Technical CollegeCollege

NCMPR, Chicago, March 2013NCMPR, Chicago, March 2013

Simply powerfulSimply powerful

Longest running drama … Longest running drama … what’s the key?what’s the key?

Testimonial, pure and simpleTestimonial, pure and simple

Some overriding Some overriding thoughtsthoughts

Set your goals ahead of Set your goals ahead of timetime

Boost enrollment?Boost enrollment? Boost specific program?Boost specific program? New program?New program? Specific college effort?Specific college effort? Show diversity?Show diversity? Excellence?Excellence? Employer buy-in to the college?Employer buy-in to the college?

A call to actionA call to action

At its core, a At its core, a testimonial testimonial is a call to action.is a call to action.

People want to see People want to see peoplepeople

Quotes and faces – words and photosQuotes and faces – words and photos These move along stories in mass These move along stories in mass

media, and testimonials are no media, and testimonials are no differentdifferent

Graduates motivate potential students Graduates motivate potential students to enter college, earn their degree – to enter college, earn their degree – change their liveschange their lives

They are more interesting, and are a They are more interesting, and are a mirror to potential studentsmirror to potential students

Seeing the lightSeeing the light

Really, that’s the goal of Really, that’s the goal of the testimonialthe testimonial

This is the most important This is the most important part: The lightpart: The light

What’s the light?What’s the light?

It’s their successIt’s their success A better way of lifeA better way of life Better salaryBetter salary Health careHealth care More hoursMore hours Career advancementCareer advancement Stable career or workplaceStable career or workplace

What’s the light, 2?What’s the light, 2?

Showing them what you college has Showing them what you college has to offer ...to offer ... Flexible schedulingFlexible scheduling Added coursesAdded courses Several campusesSeveral campuses Blended coursesBlended courses New programsNew programs

Story vs messageStory vs message

Make sure of your Make sure of your testimonial’s message testimonial’s message before you release itbefore you release it

Story? Story? Someone else’s …Someone else’s …

Message? Message? YoursYours

What you seek …What you seek …

You seek a graduate – or You seek a graduate – or student -- with a compelling student -- with a compelling story who will story who will illustrate your illustrate your message and draw people message and draw people who are in similar who are in similar circumstances.circumstances.

Solid pay. Working in an industry that’s strong Solid pay. Working in an industry that’s strong and growing. After searching for years, a career and growing. After searching for years, a career that’s a perfect fit. Work that challenges and that’s a perfect fit. Work that challenges and presents different and interesting options every presents different and interesting options every day.day.

That’s the career Chris Nauta found, and more, That’s the career Chris Nauta found, and more, through Gateway Technical College’s Industrial through Gateway Technical College’s Industrial Mechanical Technician degree program.Mechanical Technician degree program.

““My degree has definitely changed my life,” says My degree has definitely changed my life,” says Chris. “Every day, I use something that I Chris. “Every day, I use something that I learned at Gateway. The pay is solid – earning learned at Gateway. The pay is solid – earning my degree meant I received a healthy raise. I my degree meant I received a healthy raise. I like my job because on most days, I am doing like my job because on most days, I am doing something a little different. It’s never boring.”something a little different. It’s never boring.”

Let’s BrainstormLet’s Brainstorm

Who will this resonate Who will this resonate with?with?

Let’s name some components of Let’s name some components of a testimonial tht will resonate a testimonial tht will resonate with potential students …with potential students …

Who will this resonate Who will this resonate with?with?

Include these componentsInclude these components AgeAge CultureCulture GeographyGeography Family statusFamily status Work statusWork status IndustryIndustry MilitaryMilitary

Stephanie Hupp says she is finally doing Stephanie Hupp says she is finally doing what she was meant to do – and it took a what she was meant to do – and it took a second chance at college and enrolling at second chance at college and enrolling at Gateway to give her the skills to get there.Gateway to give her the skills to get there.

Hupp, a technical writer for Briggs & Hupp, a technical writer for Briggs & Stratton Corporation, has settled into a Stratton Corporation, has settled into a career she says she feels comfortable in career she says she feels comfortable in and will enjoy for many years to come. and will enjoy for many years to come. Helped by Gateway Technical College’s Helped by Gateway Technical College’s industry-savvy instructors and flexible industry-savvy instructors and flexible class scheduling, Hupp entered a field class scheduling, Hupp entered a field where she says she’s found her comfort where she says she’s found her comfort level and her future.level and her future.

““There is no second-guessing – this There is no second-guessing – this was what I was meant to be,” says was what I was meant to be,” says Hupp, who is responsible for Hupp, who is responsible for producing installation, operator and producing installation, operator and repair manuals for stand-by repair manuals for stand-by generators. “I look forward to going generators. “I look forward to going to work. It’s a perfect fit for me.” …to work. It’s a perfect fit for me.” …

… … Hupp enrolled at Gateway while a Hupp enrolled at Gateway while a manager at an area Burger King. manager at an area Burger King. While she says Burger King was While she says Burger King was “bringing in good money,” the last few “bringing in good money,” the last few years drained her emotionally and years drained her emotionally and professionally – but she felt she wasn’t professionally – but she felt she wasn’t qualified for another position or one qualified for another position or one that would pay a similar wage. She that would pay a similar wage. She had attended college briefly after high had attended college briefly after high school, and always had it in her mind school, and always had it in her mind to return. Then her mom put voice to to return. Then her mom put voice to those thoughts.those thoughts.

““My mother said quit and go back to My mother said quit and go back to college – so I did,” says Hupp. “I was 36, college – so I did,” says Hupp. “I was 36, a single mother of a 12-year-old child, a single mother of a 12-year-old child, and I quit and went back to school. To and I quit and went back to school. To this day, I am thankful and fortunate this day, I am thankful and fortunate that I took that step.”that I took that step.”

Hupp had some misgivings about Hupp had some misgivings about returning to the classroom after 16 returning to the classroom after 16 years away, but says Gateway helped years away, but says Gateway helped her in several ways to transition back her in several ways to transition back into it. The diversity of the student body into it. The diversity of the student body also made her feel at home, she says, also made her feel at home, she says, noting that many were her age or older.noting that many were her age or older.

Aim for balanceAim for balance

In sum, aim for balance among your In sum, aim for balance among your testimonialstestimonials

Consider this: Put your testimonials Consider this: Put your testimonials end-to-end.end-to-end. Does it represent the demographics of your Does it represent the demographics of your

college?college? What would those reading it say of your What would those reading it say of your

college?college? Is it what you WANT them to think of your Is it what you WANT them to think of your

college?college?

Pitfall of urban college: end-to-end Pitfall of urban college: end-to-end means: “Go here when you are failure at means: “Go here when you are failure at school, lost job, gone to jail, live with school, lost job, gone to jail, live with grandma … but can still graduate and grandma … but can still graduate and get a job.”get a job.”

Well rounded: “We offer opportunities Well rounded: “We offer opportunities to meet you where you are at, take you to meet you where you are at, take you where you need to be, offer careers for where you need to be, offer careers for those good with hands … and good with those good with hands … and good with their brain.”their brain.”

Instructors are your Instructors are your friendsfriends

Instructors know students Instructors know students bestbest

Ask them to helpAsk them to help

Thoughts from instructor on Thoughts from instructor on testimonialstestimonialsShow personal sideShow personal sideThought enough to share storyThought enough to share storyStudents listen to other studentsStudents listen to other studentsThey have a direct effective on They have a direct effective on enrollmentenrollment

Ajay Gomez says connections he made with Ajay Gomez says connections he made with industry professionals through Gateway industry professionals through Gateway opened doors for him to land a job five opened doors for him to land a job five months before his December graduation.months before his December graduation.

Gateway instructors provide opportunities Gateway instructors provide opportunities for students to attend business conferences for students to attend business conferences and meetings where they network with and meetings where they network with industry professionals, potential colleagues industry professionals, potential colleagues and employers -- which is where Ajay met and employers -- which is where Ajay met the person who would later become his the person who would later become his boss.boss.

  

““One of the professionals I met was One of the professionals I met was looking to hire for some job openings,” looking to hire for some job openings,” says Ajay. “After talking to me for a says Ajay. “After talking to me for a while, I was able to land an interview while, I was able to land an interview with him – which later led to a job.”with him – which later led to a job.”

… “… “Gateway prepared me well for my job Gateway prepared me well for my job – I haven’t been faced with anything – I haven’t been faced with anything yet that I am unable to do,” says Ajay. yet that I am unable to do,” says Ajay. “I really do think this job is recession “I really do think this job is recession proof. Business must have computers proof. Business must have computers to work, and they depend on to work, and they depend on programmers to work every day. programmers to work every day.

Student or graduate?Student or graduate?

If we are working on the If we are working on the assumption that assumption that testimonials show students testimonials show students the light at the end of the the light at the end of the tunnel, tunnel, that light is that light is graduation and entering graduation and entering a career.a career.

The interviewThe interview

Set the interview …Set the interview …

Tell them what you’re going Tell them what you’re going to do …to do …

Don’t rely on e-mails only … call Don’t rely on e-mails only … call and e-mailand e-mail

Ask them if they’ve had a positive Ask them if they’ve had a positive experience at the collegeexperience at the college If they say no – dance!If they say no – dance! Why? You don’t want them Why? You don’t want them

representing the collegerepresenting the college

Prepare for the interviewPrepare for the interview

Prepare your questions Prepare your questions ……

Write them downWrite them down Review background from instructorsReview background from instructors Consider your message even before Consider your message even before

the interviewthe interview Why did they turn to your college?Why did they turn to your college? What piece will resonate with others?What piece will resonate with others?

Conduct the interviewConduct the interview

SlideSlide OpenOpen Move into the meat of the Move into the meat of the

interviewinterview Second-to-last question. Second-to-last question.

What do you think it is?What do you think it is?

The life-changerThe life-changer

This is the most important thing you This is the most important thing you will do in this process.will do in this process.

How did the college change their How did the college change their life?life?

That, then, is the light at the end That, then, is the light at the end of the tunnelof the tunnel

DO NOT LEAVE interview without DO NOT LEAVE interview without gathering that questiongathering that question

Delilah Souter is making a Delilah Souter is making a difference in the lives of others – difference in the lives of others – because the instructors at because the instructors at Gateway Technical College made a Gateway Technical College made a difference in hers.difference in hers.

Souter has used her career training Souter has used her career training and Gateway experience to and Gateway experience to become a successful hospital nurse become a successful hospital nurse and then founding and running the and then founding and running the Racine-based Graceful Aging Inc. – Racine-based Graceful Aging Inc. – all within four short years.all within four short years.

Souter says her position in life and Souter says her position in life and within her career are due in large within her career are due in large part to Gateway. Instructors who part to Gateway. Instructors who encouraged her, a student group that encouraged her, a student group that challenged her to become a leader challenged her to become a leader and a nursing program framework and a nursing program framework which guided her, created the which guided her, created the foundation for her current success.foundation for her current success.

““How I care for people was truly How I care for people was truly embedded in me at Gateway,” says embedded in me at Gateway,” says Souter. “I am the nurse I am today Souter. “I am the nurse I am today because of Gateway.”because of Gateway.”

Last question …Last question …

Always ask: Is there anything I Always ask: Is there anything I haven’t asked that you feel is haven’t asked that you feel is important to mention?important to mention?

Guarantee: GoldGuarantee: Gold Water Resources, Good NewsWater Resources, Good News

The written wordThe written word

Get to the point …Get to the point …

Show them the light quickly, or Show them the light quickly, or you will lose themyou will lose them

Opposite of a feature storyOpposite of a feature storyFeature story is background Feature story is background first, setting up current first, setting up current punchlinepunchline

You don’t have time for that – You don’t have time for that – show them the light NOWshow them the light NOW

Think like a reader …Think like a reader …

Write to the reader – not each otherWrite to the reader – not each other Make it plain, not eduspeakMake it plain, not eduspeak Simple word and active verbs aren’t Simple word and active verbs aren’t

a sign of weakness – they have a sign of weakness – they have power and resonate with potential power and resonate with potential students.students.

ReadabilityReadability

Keep publication testimonials Keep publication testimonials fewer than 500 wordsfewer than 500 words

Web copy 300 words or lessWeb copy 300 words or less Lead paragraph fewer than 30 Lead paragraph fewer than 30

wordswords Sentence average 20 wordsSentence average 20 words Flesch-Kincaid, ninth gradeFlesch-Kincaid, ninth grade

Work as a teamWork as a team

City on a hill strengthCity on a hill strength Find someone else to check your Find someone else to check your

work, give you perspectivework, give you perspective Provides good framework for youProvides good framework for you

Framework for a teamFramework for a team

Jayne Jayne Herring: Herring: Story Story mechanics, mechanics, messaging, messaging, grammar, grammar, foundationfoundation

Greg Greg Lebrick: Lebrick: Messaging Messaging behind the behind the lenslens

Kristin Kristin Gunia: Gunia: Messaging, Messaging, editing, editing, accuracy, accuracy, readabilityreadability

Debbie Schwandt was presented with the Debbie Schwandt was presented with the opportunity to climb the management ladder. opportunity to climb the management ladder. She looked to Gateway to make sure that climb She looked to Gateway to make sure that climb was successful.was successful.

Debbie earned her Supervisory Management Debbie earned her Supervisory Management degree in spring 2012 and oversees a staff as an degree in spring 2012 and oversees a staff as an economic support supervisor for Kenosha economic support supervisor for Kenosha County. She points to Gateway as providing the County. She points to Gateway as providing the resources and training to help her flourish as a resources and training to help her flourish as a manager – as well as providing confidence that manager – as well as providing confidence that those skills will transfer to any possible future those skills will transfer to any possible future position.position.

““Gateway gave me everything I Gateway gave me everything I needed to succeed at my job,” says needed to succeed at my job,” says Debbie. “I knew Gateway would Debbie. “I knew Gateway would provide me with a quality education. provide me with a quality education. I feel like I am much better prepared I feel like I am much better prepared to be a manager in fall 2012 than I to be a manager in fall 2012 than I was when I was first started as a was when I was first started as a supervisor in May 2009.supervisor in May 2009.

““It’s been a great and fulfilling It’s been a great and fulfilling experience. I have a sense of security experience. I have a sense of security now that I’ve earned my degree.”now that I’ve earned my degree.”

Debbie says her direct supervisor Debbie says her direct supervisor encouraged her to enroll at Gateway, encouraged her to enroll at Gateway, telling her the college has much to offer telling her the college has much to offer its students. “She had always liked its students. “She had always liked Gateway and said I would benefit,” says Gateway and said I would benefit,” says Debbie. “I did benefit. In addition, Debbie. “I did benefit. In addition, Gateway also seemed the most feasible Gateway also seemed the most feasible with my schedule, and affordable.”with my schedule, and affordable.”

Let’s write a few Let’s write a few testimonialstestimonials

Spend your testimonialsSpend your testimonials

Web siteWeb site BrochuresBrochures Media pitchesMedia pitches Printed materialsPrinted materials Program Web pagesProgram Web pages BrochuresBrochures Amplification (social media)Amplification (social media)

Questions?Questions?

Simple powerSimple power