Ten with Ken (Video)

Sure, your brand needs to "own a word" in the minds of your customers. But what if some think it's an insult?

Ken Steele has been a higher ed brand consultant for decades, working with hundreds of institutions across North America. He's seen plenty of "one-word wonders" – college or university brands that focus on a single word. But no doubt, one of his favourites came from American University, in Washington DC, back in 2010.

"Capitalizing" on their location in Washington DC, AU built their brand position around the idea that their students, faculty and alumni are "wonks". Not just policy wonks or journalism wonks, but all kinds of wonks. The result was a fun, memorable brand with "legs."

We feature excerpts from a documentary on the AU Brand, "Get to Know Wonk," from October 2011. (The original source is no longer available online.)

Another AU branding documentary, appears on Vimeo at https://vimeo.com/60581638

We also use an excerpt from AU's 30 sec commercial, "All the Wonks are Talking": https://youtu.be/GVzH0v78iYE

Whenever an institution tries to distill its identity into a single word, it runs the risk of upsetting campus stakeholders who see it as a gross oversimplification. But in recent years, there have been more and more of these "one-word wonders" in higher ed branding! Next week, Ten with Ken will examine 10 recent examples in a full-length episode.

To be sure you don't miss it, take a moment now to subscribe! And if you agree (or disagree) with Ken's verdict, please comment or like this video!

When maverick university marketers create a brilliant brand, but campus stakeholders feel uncomfortable about potential sexist or racist implications, what do you do?

In the "Wild West" of higher ed branding, the University of Wyoming charged ahead with its new slogan, "The World Needs More Cowboys" – and noted higher ed brand strategist Ken Steele thinks they were right to do so.

The $1.5 million campaign, launched in July 2018, was based on months of solid research that showed the word "cowboy" offered a real opportunity to differentiate uWyo from its competitors. As president Laurie Nichols emphasizes, the brand campaign "redefines what it means to be a cowboy in this day and age" by juxtaposing the word, with its white male settler connotations, with images of diverse students, faculty, researchers and alumni.

Objections from faculty and others are an "undeserved rough ride". This campaign is bold, memorable, and aspirational. The marketers knew they were "bucking" political correctness, since they built in plenty of explanation in the original brand video.

For the full University of Wyoming brand video, "The World Needs More Cowboys," see https://youtu.be/EbJXn_he_sg

Whenever an institution tries to distill its identity into a single word, it runs the risk of upsetting campus stakeholders who see it as a gross oversimplification. But in recent years, there have been more and more of these "one-word wonders" in higher ed branding! Next week, Ten with Ken will examine 10 recent examples in a full-length episode.

To be sure you don't miss it, take a moment now to subscribe! And if you agree (or disagree) with Ken's verdict, please comment or like this video!

As Ten with Kenbegins its FIFTH season, we're adopting some online video best practices and streamlined processes that we think will be big improvements!

1. New Brand!

We're using a compressed, 4-second "bumper" more suitable to shorter videos, and showcasing 10K's first real logo. The icon, simultaneously a stylized "K" and the symbol for "forward-looking video," nicely sums up what we're all about.

2. Colour Coding

You'll see that logo in at least 5 different colours, to identify the topic of each episode and make it easier to browse our channel, which now has more than 100 videos!

• Blue – Marketing & Branding
• Green – Teaching & Learning
• Purple – Innovation & Entrepreneurship
• Orange – Interviews & Campus Visits
• Red – Social Media

3. Every Friday

Instead of being "almost weekly," we're now going to aim to publish new episodes every Friday morning. It's going to be a real challenge, but it will help people find us if we can be consistent.

4. Shorter Episodes

It's going to help us publish weekly if we vary the format, from 2 and 3 minute videos all the way up to 10 minute episodes. Instead of comprehensive looks at particular topics, which usually take weeks of research, we're going to try episodes based on a list of 10 things, or a selection of 10 slides already in Ken's master deck – which has more than 7,000 to choose from now!

5. Campus Visits

For years we've attended the Ontario Universities' Fair, and gathered enough footage to keep us busy for months! The problem is that it skewed our coverage towards 4-year universities based in Ontario, while Ken actually spends half his time on 2-year college campuses across Canada, and increasingly in the US as well. This year, we've started a new approach, shooting interviews and facilities tours while Ken is already on campus to deliver a lecture or facilitate a workshop or retreat. So far, Simon Fraser University, Brandon University, Lethbridge College, and LaSalle College Vancouver have all generously provided the expertise and talent of their staff or student videographers to assist Ken on campus.

If you'd like us to interview someone on your campus, or feature an innovative program or new facility, you just need to find an excuse to bring Ken to campus! Check out some options at http://eduvation.ca/services/campus-pd-presentations/

To be sure you don't miss future episodes, join more than 13,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/.

And please "Like" or comment on this video to get the conversation going. What do you think of our proposed improvements, and what else would you suggest?

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

Thomas Dunk taught at Concordia, McMaster, and Toronto before entering administration, as Dean at Lakehead and Brock Universities, and most recently as interim Provost of Brock (2016-18). His sociology research focuses on the intersection of environmental controversies and regional economic transformations.

In this special bonus episode, Ken asks Tom to answer 3 key questions about higher ed innovation.

Innovations at Brock?

Brock University is particularly proud of its investments in expanding experiential learning opportunities, from Canada's fifth-largest co-op program to service learning and work-integrated learning in every program, on six different continents. Brock's senate has approved a co-curricular map that records community engagement, leadership and personal growth activities in ten categories. Brock has a "BOOST" program that offers an alternative to academic suspension for struggling students, allowing them to take 3 courses and skills development training to get back on track. Brock is also innovating in flexible delivery, like its "Supercourses", which compress 3-month courses into just 2 weeks. Brock also has a long history of offering transdisciplinary programs, like Cold Climate Oenology & Viticulture, Child & Youth Studies, and Sport Management.

The Decade Ahead?

Tom predicts continued growth in post-graduate diplomas and flexible delivery, and the integration of humanities and social sciences with the STEM disciplines (what is often called "STEAM"). People with highly technical skills will need "soft skills" to manage a complex, globalized and multicultural world. Growing political awareness has led to a resurgence of interest in Political Science, too.

Culture of Innovation?

Tom observes that bicameral governance by senate and board has its strengths, but requires the two to work together, share information and build trust. Ultimately trust is critical, or people retreat into themselves and become very conservative, rather than innovative. Insecurity does not breed courage, and people need to feel comfortable to risk experiment or entrepreneurial activity. We also need to encourage students, faculty and staff to undertake international experiences to broaden their worldview and bring back fresh new perspectives and ideas to the campus. Higher ed innovation requires funding, and sometimes what looks like resistance is not so much ideological as resource limitations. Every year our institutions bring in young students, faculty and staff with fresh ideas who promise to continue to innovate, push boundaries and make the world a better place.

Watch for a new-look Ten with Ken starting this fall, with more concise, faster-paced episodes on narrower topics. To be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

When Mike DeGagné was appointed President of Nipissing University in 2013, he became one of the first Aboriginal university leaders in the country. He had 25 years of public sector leadership experience in federal government departments and non-profits focused on Indigenous affairs, and has published and spoken internationally on Aboriginal reconciliation and healing.

In this special bonus episode, Ken asks Mike to answer 3 key questions about higher ed innovation.

Innovations at Nipissing?

Mike observes that Nipissing has long been innovative in developing flexible program delivery to meet the needs of students, from the summer Aboriginal Teachers Certification Program to one of the first Concurrent Education degrees in Canada. The majority of Nipissing's students get experiential and work-integrated learning because so many of the programs are applied, such as Teaching, Nursing, and Social Work. Nipissing also has extensive partnerships with colleges and associations to meet learner needs.

The Decade Ahead?

Mike predicts that government and PSEs will start providing more secondary and tertiary education options in remote Aboriginal communities, and that universities will need to be more flexible in offering bridging programs to Indigenous students who have not been exposed to university-level courses in high school. He observes that northern institutions have the opportunity to partner more, and expects microcredentials and short-term programs to grow in popularity, particularly in the North. It is a critical task to help Canadians understand why Indigenous issues are important, and curricula at all levels will continue to be more nuanced and detailed in its exploration of Aboriginal history and society.

Culture of Innovation?

Mike agrees that universities are among the oldest institutions in the world, and have a deep reverence for tradition which limits their ability to be nimble, or launch new programs quickly. He believes the best way to challenge those traditions is collegiality: shared governance structures, discussions about efficiency, and market research can provide common goals for everyone on campus. But while market research may indicate demand for new programs, Mike emphasizes the need to balance student trends with traditional humanities programs that are critical for an educated populace.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

Celia Ross began teaching French Literature at Algoma in 1982, became Dean in 1997, and served as President from 1998 until 2010 – 12 busy years in which Algoma gained its independence from Laurentian University, and signed the Covenant with Shingwauk Education Trust. When her successor resigned in 2016, the board of governors appointed Celia Acting President until a search could be completed. (Asima Vezina, formerly the board chair, was appointed President in October 2017).

In this special bonus episode, Ken asks Celia to answer 3 key questions about higher ed innovation.

Innovations at Algoma?

Algoma University is particularly noteworthy for its partnerships with First Nations peoples. The University is in a former Indian Residential School building, but is working to change the paradigm of education from colonial to a "two-way dialogue." As a small university, Algoma demonstrates the continuing value of small undergraduate seminars from first year onward – although now it utilizes videoconferencing and other technologies to create small groups across a wide geography. Algoma's Institute for Community-Based Research gives students research and volunteer experience, and even leads to paid internships. Again, the philosophy is one of collaboration, in which the communities grow their own solutions.

The Decade Ahead?

In a world of rapidly advancing automation and globalization, Celia predicts that university students will be increasingly international, and seek ever-narrower specializations. At the same time, with coming labour market disruptions, Celia anticipates that students will turn to their educations to bring meaning to their lives, resulting in a renaissance of interest in Philosophy, Religious Studies, the Humanities and Fine Arts. She also sees exciting developments in First Nations education coming thanks to Ontario's funding of the Aboriginal Institutes Consortium. Universities will need to ensure that a diverse range of students feels comfortable on our campuses, and that all our students come to understand other cultures and histories. We need to be forerunners in the fight against ignorance and racism. Over the next decade, universities will increasingly partner with colleges, industry and other communities: "the days of the ivory tower are gone."

Culture of Innovation?

Celia observes that it can be challenging to nurture a culture of innovation on campus. We need to value the innovators on campus, no matter how difficult or demanding they may seem. Leaders need to make time to discuss the big ideas, either in a strategic plan consultation process or during an off-site strategic retreat. Especially for isolated institutions, it is very important to bring in external speakers to spark new ideas. Our students are being encouraged to think innovatively, and you can see them becoming the leaders of tomorrow.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

At the time, Brian Stevenson was finishing his term as President & Vice-Chancellor at Lakehead University. (Moira McPherson replaced him as interim President in January 2018). Brian's extensive higher ed administrative experience includes founding the Canadian Studies program at ITAM in Mexico, serving as AVP International at uAlberta, Provost at uWinnipeg, and most recently President at Lakehead (2010-17). In this special bonus episode, Ken asks Brian to answer 3 key questions about higher ed innovation.

Innovations at Lakehead?

Brian starts by describing Lakehead's new "Student Central," a brand-new one-stop student services office that aims to help students focus on academic studies instead of bureaucratic paperwork. He then observes that Lakehead has been a leader in Indigenous higher ed for decades, from Canada's first Vice-Provost Aboriginal Initiatives and Truth & Reconciliation Chair, to mandatory Indigenous courses and extensive support services for Indigenous students. Lakehead's "Achievement Program" reaches out to students starting in grade 4, bringing them to campus and setting aside scholarship funds for them. Lakehead has immersive telepresence technology connecting its two campuses in Thunder Bay and Orillia, allowing professors to co-teach students on both campuses. And Lakehead has extensive partnerships with Confederation College and Georgian College, to create seamless collaborative programs that offer students "the best of both worlds."

The Decade Ahead?

Over the next ten years, Brian predicts that higher ed will make more effective use of technology for distance education, offer more experiential and work-integrated learning opportunities, and increasingly make use of technology and active learning pedagogies in the classroom. Key to encouraging faculty to adopt effective approaches will be the expansion of campus centres, like Lakehead's new Teaching & Learning Commons. Universities will also work to promote entrepreneurship, not just among business students but across the campus, through programs like Lakehead's Entrepreneurship Certificate. Brian also emphasizes that internationalization will be critical for universities, not just to recruit students and generate revenue, but more importantly to expose local students to global experience, other languages, and global citizenship.

Culture of Innovation?

Brian believes that universities are "hotbeds of innovation," because they are not only disseminators of knowledge but also creators of knowledge, through innovative research. First and foremost, to nurture a culture of innovation, higher ed leaders need to LISTEN to students, faculty and staff across campus: ultimately the sustainable innovations won't come from senior administration, but will arise from those working on the front lines. Leaders also need to promote strategic partnerships, with other educational institutions, the private sector, non-profits, municipalities, and international organizations and institutions. Universities are social agents for positive change, Brian says, primarily because of those external partnerships.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

Leo Groarke holds a PhD in Philosophy from Western, and has experience as Provost at the University of Windsor, and founding Principal of the Wilfrid Laurier campus in Brantford. Since 2014, he has served as President & Vice-Chancellor of Trent University. In this special bonus episode, Ken asks Leo to answer 3 key questions about higher ed innovation.

Innovations at Trent?

Leo observes that Trent is proudly focused on the undergraduate experience, and is starting to return to its roots of federated colleges, modelled after Oxford and Cambridge. Trent is revitalizing humanities programs by offering a wide range of double degrees, and has partnered with Swansea University in Wales to offer an international Law and Arts dual degree. The renowned Bata Library is currently undergoing a $20-million renovation, and will remove half of its print collection to make room for an entrepreneurship centre, research and active learning classrooms. And finally, Trent is developing an 85-acre research park focused on environmental science and green industry. The park will generate revenue, advance research, and offer students experiential learning opportunities.

The Decade Ahead?

Leo predicts Internationalization will be very significant for Canadian universities over the next 5-10 years, and not just for revenue but to build global understanding. Likewise Indigenization will be a big priority, although Trent has been working at this since the 1970s when it launched Canada's first Indigenous Studies programs. Trent's Indigenous Environmental Science program, in particular, tries to marry the Eurocentric, scientific perspective with Indigenous ways of knowing. Leo dismisses MOOCs as overhyped, having had marginal effect on most university programs, but he notes the growing emphasis on applied learning and work experience: the Ontario government wants 100% of undergraduates to get experiential learning opportunities. But Leo cautions that universities also play an important role as places for reflection. The decade ahead will be "tough times for universities," thanks to pressure on demographics and government funding, but "necessity is the mother of invention" and universities are good at recreating themselves in useful ways.

Culture of Innovation?

Ken suggests that academic culture tends to reinforce "zero fault tolerance," which can make it difficult to encourage innovation or entrepreneurial approaches. Leo agrees that universities don't tolerate mistakes well, and that in itself is a mistake: even failed experiments can lead to crucial insights that move knowledge forward. Universities put too much emphasis on grades for admission, attracting students who have never experienced failure, and are unwilling to take risks. Even researchers tend to be cautious in order to attract funding and pass peer review: the system is stacked against radical disruptive ideas. Higher ed leaders need to support innovators on campus, provide them with budget and moral support. When you have creative people, there is a great deal of opportunity for universities launching innovative new programs.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

Janice O'Farrell is the Associate Vice-President Enrolment Management at Carleton University, and has 24 years of experience in higher education. In this special bonus episode, Ken asks Janice to answer 3 key questions about higher ed innovation.

Innovations at Carleton?

Janice starts with several examples of Carleton's commitment to community engagement and community-based learning opportunities for students, bringing the classroom to the community. This year, Carleton held 75 "Campus to Community Days" in which students went out to serve local agencies, and students and faculty went abroad on the "Alternative Spring Break" program to construct a school in central America, and work on water conservation efforts in Alberta. Carleton is also considered a Canadian leader for its Residence Curriculum programs, which help students develop self-awareness and positive relationship skills. And Carleton has been developing new programs to meet industry needs, like the Bachelor of Media Production and Design, which combines creative writing with technical skills. Carleton also has several collaborative programs with Algonquin College, like the Bachelor of IT in Photonics and the BIT in Information Resource Management. Students are simultaneously admitted to both the university and the college, take courses at both institutions, and graduate in 4 years with a degree and an advanced diploma. Even more innovative is Carleton's partnership with dot-com company Shopify, in which Comp Sci students work full-time for 4 years, take courses onsite at the company, and earn $160,000 in salary, tuition, and perks. Carleton has also developed its "Degree Audit" to a 3-colour scorecard to help students determine if they are on-track to graduation.

The Decade Ahead?

Janice predicts greater emphasis on preparing students to address societal challenges like mental health, homelessness and poverty, and more opportunities to bring the classroom into the real world, through partnerships with industry and community service learning opportunities. She expects we will continue to see more diverse program delivery methods and program lengths, stacked and laddered credentials, and more transfer options between college and university and vice-versa. Collaborative degree programs are a great opportunity for colleges and universities to play together nicely "in the same sandbox."

Culture of Innovation?

Janice believes that universities are drivers of change in science and society, but "not necessarily for ourselves." To nurture a culture of innovation on campus, leadership needs a compelling vision, needs to be open and transparent, and needs to engage the campus community. There must be an allowance to try new things, to take some risks, and to think outside the box – and there also have to be adequate resources available. Since 2012, the "Carleton Leader" program has brought together faculty and admin staff from "the sidelines, the front lines, and the cutting edge" to work together for 6 months on a "wicked" problem like student engagement or the value of a university degree. Janice believes the cross-campus representation on those task forces provide the key benefit to drive innovative ideas. She concludes by observing that this is an exciting time for universities, and that we need to embrace the opportunity to do new things creatively, rather than being fearful of change.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/

In September, the 10K crew went on location to the 2017 Ontario Universities' Fair, to interview a dozen higher ed leaders about trends in innovation.

Benoit-Antoine Bacon holds a PhD in neuropsychology, and has 14 years of experience in university administration at Bishop's University (2004-2013), Concordia University Montreal (2013-16), and Queen's University (2016-18). After this interview, he was appointed President and Vice-Chancellor of Carleton University, effective July 1 2018.

Ken had a wide-ranging, hour-long discussion with Benoit, which has been edited down to just 11 minutes in this special bonus episode, to focus on 3 key questions about higher ed innovation.

Innovations at Queen's?

Benoit starts with Queen's new $100-million Innovation & Wellness Centre, which will combine centralized student health and wellness supports, and custom-designed entrepreneurship and innovation space. He also points to a brand new mental health initiative to "embed" counselors in faculty and residence offices. Queen's has also been investing $1 million+ every year in new active learning classrooms, like those in Ellis Hall, and is finding them in great demand and having significant impact on student learning. There is also international attention on Queen's "Major Maps," which outline extracurricular and experiential opportunities to enhance every undergraduate degree, and potential career outcomes.

The Decade Ahead?

Benoit emphasizes that the convergence of geopolitical, technological and societal pressures will make the next ten years absolutely critical, and identifies 4 things that will be key. In an increasingly global and diverse world, universities have a central role in fostering inclusion and helping people live together. Curricula, hiring, and even university symbols need to be reconsidered in a diverse and inclusive environment – not just to be nice, but because institutional success depends on attracting and retaining the world's best talent. Universities also have to decide whether they will be local or global in their focus. The NYU "transnational" model is impressive but likely unique. Universities also need to take a fully-integrated, strategic approach to digital technologies, often appointing an academic CIO or a Vice-Provost Digital Planning. Research will continue to become more and more interdisciplinary in order to address the world's big challenges and issues. But Benoit believes the biggest disruption over the next 10 years will be a shift toward measuring student learning outcomes and skills instead of traditional inputs.

Culture of Innovation?

Benoit believes senior leaders need to avoid blocking innovation, instead creating a culture of "saying yes." In fact, risk-aversion might be the greatest risk that universities run today, so leaders need to shift to a culture of intelligent, measured risk-taking. Benoit says that "everything starts with hiring" for innovation instead of the status quo, from the top on down. Benoit concludes that there are many things you can do to shift institutional culture quicker than people might think.

Watch for more interviews soon, or to be sure you don't miss them, join more than 15,000 Ten with Ken subscribers and followers on any of a dozen platforms. Stay in the Loop by subscribing to our free email newsletter at http://eduvation.ca/subscribe/