Getting stuck for a few hours in an airport this week meant I had time to listen to The Life of a Showgirl. I enjoyed the music. “Opalite” and “The Life of a Showgirl” are my favorite tracks (if you’re wondering).
However, what I really enjoyed more was the moment Taylor and her team created. The moment went much deeper than the music. It created experience and engagement.
I found myself reflecting on it and immediately moved to how could higher education marketing leaders use insights from Taylor to help create moments for prospective students.
Four Lessons from Taylor Swift
Lipstick & Lightning – Small details add up to have a big impact. From Taylor’s orange lipstick shade, neutral nails, and orange sweater, the details were considered and planned for. Those subtle details weren’t difficult to plan and execute, but they did create a finished experience for those who were interested in the music and in the release.
As higher education leaders, I think we rush too quickly to get things done and don’t pay enough attention to the small details. We are so focused on the mechanics of our visit events, donor meetings, or email messages, that we don’t think about the small details. A parking sign for a VIP, a favorite coffee spot for a meeting, or a note acknowledging how a person has already given in an email campaign, could signal we’re paying attention and their experience matters. We’re busy, which is why this isn’t always a priority. However, slowing down to think of the details could have a significant impact on the outcomes we are working toward.
The Orange Door – Make a good plan, work the plan, and be patient for it to develop. Taylor and her team put together a detailed marketing plan for this album, with interconnected elements — from PR bookings, to pop-ups, to social teases, to website changes. This was all a critical part of the experience, but it took time to develop and discipline to stick to it. Taylor walked through the orange door at the Eras Tour and then waited eight months to announce the album. While that gave the team time to finish out the details, it also had to be tough to have to keep something under wraps that long.
As higher education leaders, we are good at putting together strong plans. However, I think we can take a page from Taylor’s planning and look for more opportunities to connect dots for our audiences in fun, creative ways. I also think we have to be better at keeping things quiet when warranted. It’s a hard balance, as we are in the business of collaboration and building buy-in. However, I think there are moments that being quiet can have a bigger impact. Last year at UA Little Rock, we had a major announcement. We didn’t tell anyone, and there were dozens of people who came to hear what we were teasing. The suspense created an audience, and the announcement was big enough to warrant the tactic.
Quiet Backstage – Having the right-size team matters. Taylor’s team is big enough to execute the strategy, but not so big that progress stalls and leaks happen. Taylor could certainly have a bigger team working on this, but she has prioritized the people she trusts to take the plan and make it reality. It’s a balance to navigate. Having a team helps with creative ideas and hands to help, but it can’t be so big that nothing happens. Taylor’s 13 Management team is about 10-20 employees, and she has additional resources through her publicist. However, she doesn’t have every person who works on the project in every meeting. Instead, when the team has a need, they bring in an expert for that particular need, without having the person be part of every other decision. This helps keep the team size reasonable.
In higher education, we love a good committee. Again, we want people to feel involved and included. However, the danger of that is that it can become too big and decisions take too long. We could benefit from the model Taylor uses on some of our bigger projects. Having a small working team who is empowered to bring other folks in and out as needed could help keep projects moving but ensure the strongest people are involved. This would also help free up calendars so not everyone is in a weekly meeting.
Starbies & Swifties – Find partnerships that work. Hundreds of brands would undoubtedly love to partner with Taylor. However, Taylor has been incredibly selective with who she partners with for pop-ups. My favorite was the transformation of Starbucks in Nashville to Starbies. They had mint walls, orange Sharpies to write on drinks, bead stations, and even orange glitter for drinks. Taylor knew her fans would relate to this pop-up and would flock to the store to take part.
As a higher education leader, I think we need to work more intentionally on partnerships for our universities. Revenue is always part of the equation. It has to be. However, how can we ensure the partnerships make sense for students, alumni, or donors? We can be better at evaluating possible partnerships for the culture they can help create, which is why the Starbucks partnership makes sense. It isn’t directly driving revenue of music, but it does create culture. This is an area where I think higher education has many more opportunities to partner in our communities.
What Else?
I’m curious what lessons you’re thinking about. Drop your ideas in the comments below. I’ll check them out when I take a break from listening.
And Carrie On 