Create Effective Recruiting Media On The Fringes

In my conversation with Paula David of Clark University, she talked about hiring a ‘Director of Wow’. Her idea is to create content that will draw some sense of shock or emotion from her target audience.

Seth Godin, marketing guru, constantly preaches the idea of creating at the fringes.  Being safe is boring, those who push the envelope are the ones who draw attention and create remarkable content.

While visiting several admissions and marketing personnel this past week there seemed to be a common theme when talking about creating rich media… If we create rich media our target audience will undoubtedly want to watch it and will be enamored with it.

While this train of thought may have worked a few years ago I am of the mind that our target audience is no longer ooh’ed and ahh’ed simply by seeing a school’s rich media content.  The fact of the matter is that we not only need to ooh and ahh our target audience, we now need them to talk about it with their friends.

So what does it take to create on the fringes?  Here is a flow chart from Wired Magazine on our typical thought process when deciding whether or not to forward an e-mail.  If you look at what it takes, just to get someone to forward an e-mail you will realize why creating rich media for the sake of having it on your school’s admissions website is a waste of your time.

Click to see full size

To find inspiration on what works, look at some of the most talked about shows on television, Family Guy, Colbert Report, Saturday Night Live.  These shows might not be the most popular but they are definitely some of the most talked about.  The material that these shows use is controversial, it isn’t safe and therefore we are more likely to remark about it.

Here are a few examples of what I mean:

Saturday Night’s Wii Guys

Vodpod videos no longer available.

more about “Hulu – Saturday Night Live: Wii Guys“, posted with vodpod

Vodpod videos no longer available.

Now you might disagree with some of the content but this is what it takes to get generation y to share with their friends.  So be creative and find shocking ways to stimulate your target audience.

Photo by Hizonic

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One response to “Create Effective Recruiting Media On The Fringes

  1. Just passing by.Btw, your website have great content!

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