Today we're diving into the world of marketing and uncovering how a small college in upstate New York is setting the stage for a true marketing revolution. Siena College is turning tradition on its head and redefining what it means to create remarkable experiences in higher education.

Catching Fire: How to Ignite Marketing With Experience - 2023 Engage Summit

In a landscape saturated with ceaseless noise and relentless advertising onslaughts, the concept of experience has risen as an invaluable marketing frontier. The days of depending solely on eye-catching advertisements and catchy slogans have gracefully given way to a new paradigm. 

In this era, students, parents, and stakeholders alike are no longer content with superficial engagement; rather, they hunger for something profound — an indelible encounter that leaves an enduring mark. It is precisely this transformative yearning that Siena College has adeptly tapped into and is presently ushering to life. 

Amidst the noise, Siena College stands out as a beacon of innovation, setting an example by focusing on crafting and delivering unforgettable experiences that resonate on a deeply personal level.

Ned Jones, Allison Turcio, and Jason Rich, the masterminds behind Siena College's marketing initiatives, are trailblazers in their field. They understand that revenue, retention, and reputation all hinge on the power of experience. 

With determination and ownership, they have set out to transform Siena College from its foundation, challenging the status quo and shaping a new narrative.

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At the core of Siena's marketing revolution is their unwavering belief in dreaming big and making their voices heard. They understand that marketers have the power to make a significant impact, not just within their institution but also in the wider world. 

By working across the university and designing student-centered experiences, they are rewriting the rules of higher education marketing.

To usher in this marketing revolution, Siena College has developed a strategic plan that centers around key principles. Controlling what can be controlled, establishing credibility, innovating with bold strategies, empathizing with students, and navigating through institutional structures and the marketplace are all essential components of this plan.

Infused with empathy, the strategic framework attunes itself to the needs and aspirations of students, recognizing that a profound understanding of their journey is pivotal in crafting experiences that truly resonate. 

Navigating through the intricate web of institutional structures and the ever-shifting marketplace forms yet another crucial facet of this plan. Siena College masterfully maneuvers within these realms, using them as tools to amplify the impact of its initiatives.

From Admissions Facilities to First-Year Experiences

Siena College's commitment to experiential initiatives is evident in their groundbreaking projects. From a state-of-the-art admissions facility to a Beverage Institute that brings learning to life, Siena College is creating spaces and programs that captivate and inspire. 

Their first-year experience program is another shining example of their dedication to student-centeredness, orienting new students toward success from day one.

If you thought Siena College's dedication to remarkable experiences ended there, think again. Picture this: freshmen sorted into "contrada," emulating a tradition from Siena, Italy. Imagine the anticipation and excitement when a $35 million donation is unveiled in a giant present box. These surprises are just the tip of the iceberg in Siena's quest to captivate hearts and minds.

Emotional Connection: The Key to Unlocking Hearts

Siena understands the profound emotional aspect behind students' college decisions. While cost and other variables may be cited as reasons for choosing or not choosing a college, Siena digs deeper. 

They engage in qualitative conversations, asking the right questions to uncover the true motivations and values of the students they wish to attract. By connecting on an emotional level, they forge lasting bonds that go far beyond mere statistics.

Revolutionize alone? Not at Siena. Partnerships are the linchpin of their marketing strategy. From finding and working with small groups and expanding across the university to generating great ideas and building support, Siena is mobilizing an army of supporters. Effective communication, empowerment, and embracing failure are all part of the recipe for success.

The marketing revolution at Siena College is a testament to the power of experience in higher education. By creating remarkable moments, connecting on an emotional level, and fostering partnerships, Siena has unlocked the true potential of marketing. 

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Catching Fire: How to Ignite Marketing with Experience

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