marketing

You deserve to be recruited

 

You’re talented, you’re just not industry-famous. Yet.

You’re probably not even looking for your next opportunity. But wouldn’t it be nice if your next opportunity was looking for you?

That’s why we exist.

We’re student housing veterans, curating talented candidates for industry leaders. By pre-qualifying candidates and presenting only those we feel would be a great fit for the culture and location of the job at hand, we save time and effort for employers seeking to find their next rock star.

We’re confidential, free to talented candidates, and focused solely on the student housing industry.

Hiring Managers: You have incredible turnover, and the process of finding talent is tedious, and often unfruitful. We seek to help you quickly identify talent where you are, that’s pre-qualified, and a great fit for the culture you’re trying to build.

tphiring

We know all of this because we have around 40 plus years of experience at all levels of the industry. Creating a space for top talent to congregate just sounded like an amazing opportunity, so that’s what we did. We’re continuously refining our searchable criteria, and working on ways to best help your new career move find you.

Not a rock star yet? Are you a Leasing Agent, or CA, and thinking you want to make student housing a career?  We want you too! Among the toughest gigs to fill are Leasing Manager and Marketing Manager positions. We’ll be looking at you if you’re interested in making that step up.

Because privacy is essential, we let you make the decisions. Don’t want to put it on blast that you’re open to a promotion to the next level? Great. Sign up with us and let us know to contact you first to gauge your interest. It’s that simple. Or, if you’re wide open to having us share you with the world, we’ll do so when we find a job that sounds perfect for you. The point is, we’ll only share what you want us to.

It’s a new age, with new rules. You deserve to be recruited.

Let us know about you in as little as sixty seconds and we’ll be in touch for more info. Know someone in student housing? Send this to them to share the love. TalentPath.com

 

All your room are belong to us

Another year and another order of “Renew your lease now” banners and bandit signs. Ah, student housing – you have few predictable moments, but this is certainly one of them. Last year we wanted to mix it up and do something that would catch an eye because face it, no one is reading your plain text “Renew and save!” signs. They’re not, so stop lying to yourself.

So, we came up with these. I really enjoy them and was proud of the fact they had no contact info on them -they weren’t supposed to. You know where you live and you know where to go if you want to renew. The signs beg you to read them all as you’re not exactly sure what’s going on. Plus, everyone loves memes – that’s why they’re memes.

Aaannndd

This one still sits in my office.

This one still sits in my office.

IMG_2824 IMG_2826 IMG_2821 IMG_2823

I love it. Still cracks me up a little every time.

I love it. Still cracks me up a little every time.

Deadlines are deadlines! Yeah....

Deadlines are deadlines! Yeah….

You know that feeling.

You know that feeling.

Personality trumps Plain, Every Time

Our new in-house, Marketing-Strike-Force-of-Awesomeness have been laying siege to the plain vanilla world of the tired & trite student housing adverts of old. Ben & Jerry themselves have trembled under the audacious show of flavor perpetrated by these skilled ninja-confectioners-of-imagination.

Calling themselves the Triple Threat, these three complimentary legs of the tripod are the razor’s edge of our marketing outreach to our; 2500+ Residents, future clients, and the rest of the Orlando market.

So, seeing as how they go into the field plain-clothes style for the bulk of their media making, we decided they’d benefit from press passes – as that’s what they are in so many ways. Lanyards made sense since they could be easily slipped on, so I told them to go ahead and whip up something for themselves.

I wasn’t disappointed…

Fabreesh

Fabricio Torres makes some of the most amazingly shot and edited videos you’ve seen, and he does it with blazing speed. We can conceive, shoot, edit and upload timely content in a matter of a couple of days where before it would have taken weeks.

Chanty

Chantell Cruz took these photos and a ton of amazing shots for our Resident events and advertisements. She’s a true artist behind the lens and we couldn’t be more impressed with her ability to capture it all, from the sublime to the stolen moment.

Danaenae

Danae McDermott designed these passes and all of our graphics for flyers, ads, Resident announcements, and anything else we may put out. She’s insanely talented with Adobe Suites and can crank out a professional design in no time.

I was beyond blown away by the quality and the personal expression they put into these passes. They’re conversation starters for sure and show that we don’t take ourselves too seriously. The rest of the team liked them so much they’ve been spoiling for their own. Ultimately, I can’t say no.

Special thanks to our very own Gregory Eisenberg for finding such a remarkable team, bringing them together, and letting them do what they do best. I couldn’t be prouder or more excited to work with such a stellar cast.

You can market anything… even cats.

I loathe cats and I had to think twice about maybe taking Colonel Snazzypants home.

I loathe cats and I had to think twice about maybe taking Colonel Snazzypants home.

You don’t need a marketing degree and you don’t need permission from the marketing gods. Whatever you’re doing, look for opportunities for art.

I saw this on the Chive and couldn’t help but fall in love. “The Good King Snugglewumps” may be the best pet name I’ve ever heard – and I’m a dog person.

“Made To Stick” – Make messages that connect

Advertising is more often than not, about interrupting people. A lot of it is imitating what someone else has done and what other ads look like for that same type of product or service. There’s a straight and narrow path and plenty of people that would prefer to walk down it. For them, it’s not about connecting with people, it’s about being safe.

For these scared few, their creedo can be summed up simply:  CYA BAE, or “Cover your ass, before anything else.”

Making meaningful, original, honest work that aims to connect the brand/team with the client isn’t high on that list of motivations. If asked, they’d answer that they’d love to connect with people, and many may believe that their benign work is doing just that.

I’m in the business of housing college students, so being relate-able scores major points with our customers. In addition, our students have grown up with the internet since birth – and having ads thrown at them through every medium their entire lives is a constant. Originality goes a long way towards breaking through their defenses. Honesty has immense value.

I saw the following two flyers on ebaumsworld.com and immediately fell in love.

Set Rations to "Meager" and Pace to "Grueling"

Set Rations to “Meager” and Pace to “Grueling”

If you’re anything like me, you LOVED Oregon Trail as a kid. There’s an immediate emotional connection, coupled with the unexpected and the humorous. I’m hooked. I’m connected. Granted, it’s not advertising anything, but imagine a little logo in the corner and this posted at your property’s crosswalk across from campus? It’s enough to highlight the sense of you humor of your team, and to show that you’re human.

The next is a little rougher around the edges as far as language is concerned, so if you’re easily offended by light cursing, might I suggest skipping this one.

Caroline, please edit this blog for $15 an hour.

Caroline, please edit this blog for $15 an hour.

Probably without realizing it, Caroline totally nails the bulk of the Six principles of Dan & Chip Heath’s best seller, “Made to Stickwhich I wrote about in the past.

Six Principles of Sticky Ideas

Six Principles of Sticky Ideas

To wit:

1. Simple: She’s got a simple message! “I fix your paper so it doesn’t suck!”

2. Unexpected: You didn’t expect this, and certainly not with the cat picture.

3. Concrete: Caroline. Edits. Papers. Got it?

4. Credible: There’s a decent sample of her writing, so you could argue she’s credible, though her target customer wouldn’t know that for sure.

5. Emotional: She’s funny! By stating bluntly what she’s thinking she makes an emotional connection to her audience – especially  the type that’s likely to purchase her services.

6. Stories: She tells one for sure. She even gives example of exchanges she’s likely to have with you.

Essentially, the Heath brothers analyzed all kinds of messages to find out which ones stuck with people and which didn’t – and what qualities they possessed. You don’t need all six apparently for a compelling message, but the more the better. Caroline is almost perfect here. If asked weeks later, you could tell that; Caroline edits papers, won’t do so after 9pm because her meds wear off then, and that it’ll run you $15 and hour.

That’s a sticky message.

What would you have told Caroline if she’d made these for you and wanted to place them around campus, but YOU owned the editing service? Would you have said it’s too risky? That you’d prefer something a little safer? Maybe just straightforward – “editing services, $15/hour, call Caroline.” You could have, but then you wouldn’t have nearly 2.5 million views on imgur.

Understood, this doesn’t work everywhere and for everything. We’re not going to run the same style ad here, but the lesson is important – take away the reasons why it works and apply to your own marketing and advertising. Resist the urge to play it too safe next time. Aim to make a connection and get your message to stick!

The Connection Economy in Action: Rand Fishkin Gets It

I’m a fan of Rand Fishkin. Mostly because I glommed on to his company’s social media work a few years back when I was really learning the game myself. When you don’t know much about a thing and you’re casting your intellectual line into the waters of the interwebs, sometimes you catch whales, sometimes old boots. Moz was a whale.

Rand does a great job here summing up the beauty of the connection-economy: that people you connect with are better than people that you buy, or beat over the head with ads.

There’s a fun thought experiment I’d heard years ago: Imagine if you could, growing up without any sense of religion in any capacity, and then when you turned 25 you were suddenly exposed to all the major organized religions of the world. Like a job fair, but for your soul.

Now imagine that you’re walking through this expo-hall and talking to the reps from all of the majors about their beliefs and weighing them against each other equally. Would you wind up choosing the religion that you currently belong to? Or, without prejudice of social pressure and indoctrination, would you choose another faith? I know, it’s a tough question, but that’s what makes it interesting.

I bring it up because the same thing essentially happened to me, but with marketing. I’d had no prior indoctrination before 2011, at least in regards to the social media space. I was searching through the different schools of thought that were emerging and I had choices to make. Was it best to focus on pure SEO, or Adwords ads, or Content Marketing? Was simply being on Facebook, Twitter, etc… enough to turn into dollars? What exactly was “Content Marketing” and what was the point?

And of course, the holy grail question: “What’s the ROI of social media?”

After months of TED talks, blog posts, youtube videos, white papers, forums, etc… it became clear to me that Seth Godin’s “The Connection Economy” was probably the closest match to my conclusions as to the best approach.

connection

Rand and Moz belong to the same overall school as Godin, Sinek, Vaynerchuck, et al. I count myself as a firm believer in this school. I’m constantly looking at what marketing moves me, and those around me, and the answers are the same: Social connection.

When I believe what a company believes I want to see them win. A few great examples that I’m nuts about: Alamo DraftHouse, Purple, Rock, Scissors, PackageLog, and  Radiolab. Each of these groups are doing amazing things to connect with people and I feel a part of what they’re doing.

Trust is rare, so it matters. “Real” is rare, so it has value. Because we’re bombarded with a constant cacophony of ads our defenses are up and we trust no one. As marketers (and if you work for a company that sells anything, you’re a marketer) it’s our job to connect people and create value. Ads for the sake of ads are a black hole and a waste of opportunity and treasure.

Let’s be people. Let’s do what people do best and connect with one another. The rest will take care of itself.

We’re all Liars?

Seth Godin’s book, “All Marketers Are Liars” is available in audio format for free on Youtube.

It’s a great synthesis of a lot of his recent ideas from TED talks and various interviews. I’m in love with his message of authenticity, honesty, and story telling. These really are my favorite things and my sticking points constantly in our dealings with Team Members and Customers alike.

Do yourself a favor and give it a listen while you’re working today, or on your next decent car ride and then talk about the ideas with a co-worker or your significant other.

Enjoy!

The 4-types of people you’ll work with

The 4-types of people you'll work with

George Lois sums it up nicely here in his book “Damn Good Advice (For people with talent)” – God knows I’ve come across all four of these and the only one that scares me is the fourth. We’ve all worked with plenty of people who don’t much and don’t want to do much – easy enough, they’ll just sit there. No worries. But the ignorant and industrious? God help us all.
If you can’t educate the #4, then attempt to re-purpose them. If that doesn’t work, get rid of them. If you work for them, and none of those have worked, find a new gig!

It’s where the future is going with Social Media

It’s where the future is going with Social Media

Mastercard HQ social media conversation monitors - very cool.

Mastercard HQ social media conversation monitors – very cool.

You can’t influence the conversation if you didn’t attend the party. Social media is ONLY a conversation among a ton of people and anyone is free to join. A brand can’t shout from the corner of the room, or outside the house where the conversation is taking place, about how great they are. Imagine if a person did that. They have to discuss and engage and be witty and charming and admit mistakes and you know, be a decent human being. That’s what a brand is these days, a person – but the question is, are they a person we like? Do we trust them? Do we believe them?

I defend Verizon like my best friend. I’ve been with them for 16 years (since PrimeCo!) and no matter what wrong someone (rarely) may claim they did to them, I don’t care in the least. I’ve had too many great (not just good, but GREAT) experiences with them that, short of slapping me in the face during their be-speckled mascot’s, in-progress robbery of my home, I’m going to have their back.  Can you hear me now?

Like the “Tipping Point” but, you know, with Science.

Did you like Malcolm Gladwell’s “Tipping Point” or Dan & Chip Heath’s “Made to Stick?” You did? Both, are totally great works that opened our eyes to how ideas get spread. Of the two, “Made to Stick” was the better manual for attributing what is “sticky” vs. what is passably interesting.

Now, Professor Jonah Berger has codified why certain things go viral in a way that does much more to explain the phenomenon than these earlier works. I really can’t wait to try out this process and see how we can best apply it to our product.

I’ll be presenting this video and materials tomorrow in our Leadership Series (held bi-weekly) with all of our Managers and we’re going to try the workbook on making things contagious. It’s available when you subscribe to the Prof’s blog at http://www.JonahBerger.com – which is totally worth it.

If we’re successful applying the principles to our business, I’ll be sure to share the results and give you some step-by-step insight into what worked and how we got there. I think this is going to be one of the easiest to implement processes we’ve encountered yet.