Ken Steele is Canada's most trusted higher ed monitor and futurist, who co-founded the nation's leading market research firm and daily news service for colleges and universities. In this podcast, Ken will explore aspects of branding, marketing, media relations, pedagogy (teaching and learning), revenue generation and more -- as they relate to Canadian higher education in particular.
Ten with Ken (Video)
Claim This Podcastby Ken Steele
134 episodes
Updated Weekly
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Podcast Overview
Ken Steele is Canada's most trusted higher ed monitor and futurist, who co-founded the nation's leading market research firm and daily news service for colleges and universities. In this podcast, Ken will explore aspects of branding, marketing, media relations, pedagogy (teaching and learning), revenue generation and more -- as they relate to Canadian higher education in particular.
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Publishing Since
4/10/2015
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Recent Episodes
December 15, 2024
ep803 - Ten with Ken 2024 Holiday Special!
Ken Steele shares the most memorable moments from over 100 higher ed holiday greeting videos, showcasing the creativity and spirit of the education community.
October 6, 2024
Matthew Tsang: Becoming a JEDI Marketer!
<p class="MsoNormal">Marketing and communications professionals working in higher education are more conscious than most that they serve incredibly diverse audiences and stakeholders, and of the vital importance of equity and inclusion. (Today’s students can quickly become outspoken protestors in the face of what they perceive as injustice.)</p> <p class="MsoNormal">This week, Ken Steele sits down with Matthew Tsang, co-founder of inclusive communications agency AndHumanity, to discuss what he calls “JEDI” principles of Justice, Equity, Diversity and Inclusion. “Justice is at the forefront for us,” Matthew explains. His agency, and the cause of inclusive marketing, grew in prominence in the wake of George Floyd’s death in May 2020.</p> <p class="MsoNormal">“Inclusive marketing is elevating underrepresented voices, not about including everyone all the time.” The key is to ensure that you’re not defaulting to the dominant culture - because GenZ and GenAlpha have heightened awareness of diversity, and greater expectations that marketers will represent it in their work with cultural competency. Communicators have a moral responsibility to contribute to improving society by not just avoiding stereotypes, but by incorporating counter-stereotypical messages.</p> <p class="MsoNormal">Too many marketers fail at inclusion when they forget that people are intersectional, and effectively centre the dominant culture of a broader community. “We’re all complex human beings, and we can’t be checked off in a box.” The specialists at AndHumanity always encourage really deep storytelling with intersectional nuance, rather than reinforcing stereotypes or generalizations about a community.</p> <p class="MsoNormal">It's also vitally important to include a broad diversity of people with lived experience in the writing and creative process: “Nothing about us without us.” This mistake causes some obvious, egregious mistakes – and it’s not sufficient to consult people, they need to feel psychologically safe expressing their feelings.</p> <p class="MsoNormal">Marketers and communicators need to avoid a fear-based approach, simply focused on avoiding causing offense. “Is this safe to say? is a very check-boxy approach.” A fear-based approach most often results in “very diluted, boring, uninspirational work” that is inoffensive, yes, but also forgettable. Institutions should also focus on “going deep” into specific dates of significance, telling deep culturally-nuanced stories, rather than spreading their efforts wide at superficial recognition of a broad range of dates.</p> <p class="MsoNormal">Matthew’s advice to anyone who wants to reinforce their intercultural competence is to deliberately follow 5-10 people on social media who have different lived experiences from you yourself, or who specialize in JEDI issues. Even when watching TV shows or movies, it can be valuable to watch content about protagonists with different dimensions of identity than yourself. “I don’t think it has to be difficult… but this is a good first step.”</p> <p class="MsoNormal">Members of Eduvation’s MarCom, CMO, and Guild Circles are invited to attend <a href= "https://circles.eduvation.ca/events/inclusive-marketing-and-communications-for-higher-education"> a free workshop on inclusive marketing and communications for higher education</a>, led by Matthew and the AndHumanity team, on <strong>October 24 2024</strong>. (If you’re not a member, you can <strong>sign up for a free trial</strong> at <a href= "https://circles.eduvation.ca/landing/plans/232788">https://circles.eduvation.ca/landing/plans/232788</a> )</p> <p class="MsoNormal">For more information about <strong>AndHumanity</strong> and their services, see <a href= "https://andhumanity.co/">https://andhumanity.co</a></p> <p class="MsoNormal"> </p> <p class="MsoNormal">#EDII #EDI #Diversity #InclusiveMarketing #Indigenization</p>
September 21, 2024
Niagara Makes a Splash! (ep801)
<p class="MsoNormal">In this episode of <em>Ten with Ken</em>, host Ken Steele sits down with <strong>Dorita Pentesco</strong>, Director of Marketing & Recruitment at Niagara College, and <strong>Carmen Serravalle</strong>, Vice-President Creative at <a href="https://www.stcstorytellers.com/">STC Storytellers</a>, to discuss the “refresh” launched this month of the 15-year-old Niagara College brand.</p> <p class="MsoNormal">NC’s circular “blue button” logo was originally introduced in 2009, and was immediately embraced by staff and students – who suddenly started buying and wearing branded clothing. The unique shape lent itself to external signage, buttons, and even application to the butt end of beer kegs at the campus brewery. People on campus have a powerful affinity for the NC button, proudly embracing the “I am nc” slogan. Many on campus “bleed blue” – so any changes to the existing brand identity needed to be carefully considered.</p> <p class="MsoNormal">There were, however, technical considerations like legibility at small sizes and by screen-reading software, and a desire to simplify the wordmark and render it in a more friendly, less corporate way. So STC rounded the corners of each letter individually, “taking the edges off” the former logo, subliminally shifting its impression. They also introduced more blues and greens to the NC colour palette, reflecting the waters and vineyards of the Niagara region. And introduced a new typeface, Work Sans, to add more “heft and confidence” to headlines and materials.</p> <p class="MsoNormal">The most obvious addition to the NC brand universe are a series of hand-drawn circles, which reflect the logo but in a hand-crafted way that emphasize collegiality, friendliness, and even the hands-on learning experience for which NC is renowned. The circles are being used as an accent, to draw attention to parts of images, and make a great pattern for branded clothing and merchandise. The brand refresh also introduces a new tagline, “That’s ncLIFE,” which NC has started using “almost like a punctuation mark” to sum up the energy and student experience.</p> <p class="MsoNormal">Consider joining Eduvation’s <strong>MarCom</strong> or <strong>CMO Circles,</strong> for access to other branding studies like this, and to engage directly with Dorita, Carmen, and other CdnPSE marketers from across the country. For more information, see <a href= "http://eduvation.ca/cmo/">http://eduvation.ca/cmo/</a></p> <p class="MsoNormal">Check out <strong>STC Storytellers</strong>’ portfolio of work for other higher ed clients at <a href= "https://www.stcstorytellers.com/">https://www.stcstorytellers.com</a></p> <p class="MsoNormal">#CdnPSE #branding #niagaracollege #nclife #hemkting #pseweb #TenWithKen</p>
134 total episodes available
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This podcast updates weekly.
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This podcast is available on 8 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
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Yes, this podcast regularly features guests.
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