People who have been Teaching me something

So watch this video.  And think about how this marketing approach applies to higher ed. Excercise a little patience and sit through the first 3 minutes.  Many of you will know this guy from 37signals and Basecamp.     

I bookmarked this video several days ago and I’ve been thinking about it ever since.  So often in higher ed we try to dance around strategizing, branding, and placing ads that say “we’re great”, …when all we really need to do is tap into our core strength: teaching.

Some people advertise, then sell.
Some people market, then sell.
Some people TEACH, then sell.

I know I know, this stuff is obvious.  The concept goes hand in hand with all the University Youtube channels springing up packed with lecture highlights and faculty interviews.  But it could go beyond that. 

We all know what the typical tv spot for a University looks like:

1. Smooth voiceover guy: The university of “insert name here”
2. transition so some statement obout the mission of the campus in the community
3. cut to excruciatingly coregraphed scene of students interacting in a research environment or campus beauty setting.
4. spend 12 seconds spouting facts and figures.
5. close with the logo/voiceover guy and tagline. 

Why not devote an entire commercial to a faculty member?  Spend 20 seconds on what you might call a “teachable moment”.   Develop a series of those commercials in the style of OnBeing.

If I were a marketing person,  and weren’t a pixel-pushing-html guy, that’s what I’d do with MY advertising budget.  There’s an institution out there already doing this.  I’m sure of it.