Many of you were with me for our stay at the Crowne Plaza in Ottawa for the end of the Ontario fairs. We got a really great rate, but I was disappointed with our stay for several reasons, most of which I won't go into here, but including not having our rooms ready when we arrived (after having called within the past 24 hours to confirm our already-contractually-stated arrival time), not having the internet included in the rate of some of the rooms as agreed, the front desk staff being extremely inefficient (not to mention all in blue jeans; even on a Friday this is way below my expectations of the Crowne Plaza), and... did anybody else have to practically stand on their toilet to get the bathroom door closed? While nicely furnished, this hotel had the smallest bathroom I have ever seen, and no additional outer sink/counter.
Okay, so maybe I'm getting to be a bit of a hotel snob... but there's a lot to be said for meeting expectations, especially if you're in the business of setting them. The Crowne Plaza calls themselves "The Place to Meet..." and yet two large meetings booked on the same weekend seemed to throw them all into chaos. They call themselves "the best that Ottawa has to offer," but I beg to differ (Westin here we come in 2007?!).
I was greeted with truffles and a hand signed welcome card (when, in fact, my room became available...)
"...Please do not hesitate to contact me..."
I felt like saying, "Well, if you would please not hesitate for over 15 minutes from answering the phone at the front desk, I would not hesitate to contact you..."
ANYWAY, enough ranting... my main point is this: Does your institution wear marketing masks? Do you overstate your alumni satisfaction levels, or pad your "employment rate" by not mentioning that grads may not be employed in their area of study? Do you have unrealistic depictions of your campus, residence, classrooms, or resource areas... on your display, online, in written descriptions, or otherwise?
What are some ways that you may be setting expectations too high; or worse yet, falsely? Is your "One-Year-Certificate" really that adventurous? Are your credits really that transferable? Is your discipleship program ultimately focused on discipleship?
Remember: your satisfied students are the best recruiters you will ever have for your institution. Think retention and be sure that all levels of marketing, recruitment, and alumni relations are on a realistic level of expectation management.
Dayna
1 comment:
this is something I'm working really hard at: maintaining my integrity and the integrity of the message. I never want to "spin" the message in such a way that students are mislead or that my institution is misrepresented. When it comes down to it, I would rather that students are pleasantly surprised when they arrive than sadly disappointed!
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