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ROB BROSNAN: So the way that we tap into the consumer is
truly different.
Before we had just been pushing to them through email,
or through the website, or whatever, and had been
thinking of on campus events as being the one where we
actually got feedback from that consumer.
But now what we really try to do is to go out and either
talk directly to a specific issue about the university or
the enrollment process.
Or we actually just trying to stimulate conversation.
Like I said earlier, one of the questions that actually
turned out to be revealing for us was--
and remember, we're trying to talk to 17 year olds.
So this question was, what's the grossest
thing you ever ate?
And that kind of question, which seems kind of inane and
very off-message for the brand, is the one that gets
people to reveal something about themselves and then form
those connections.
So by bringing that social media into the mix early on,
we actually were able to get feedback.
And yeah, so it's about gross food in the beginning, but
that translates into a trust and a communication later on
that does provide feedback to us.