EP 31 - How Bart Caylor saves 10-15 hours per week using ai
w/ bart caylor
Founder of Caylor Solutions and co-host of The Higher Ed Marketer podcast
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SHOW NOTES
My guest today is Bart Caylor. If you’ve floated around the higher ed marketing sphere for very long you’ve probably come across Bart at least once. Bart is the founder of the education marketing agency, Caylor Solutions as well as the co-host along with Troy Singer of the Higher Ed Marketer podcast. He is also a keynote speaker, as well as a first-generation college student himself. In this episode we’re talking all about AI.. specifically practical ways you can incorporate AI into your workflow to save you time and effort in your job.
Keep listening to learn:
- How Bart saves 10-15 hours per week using AI
- How it’s not AI that’s going to take your job, it’s going to be the people who know how to harness the power of AI that will take your job
- The successes and limitations of various AI applications and where perfectionism can cause you roadblocks
-How higher ed marketers should be early adopters of AI and how higher ed administrators can support the marketing team in those efforts
- A bunch more stuff - including how you can save time on your next trip to Aldi using Chat GPT.
Links:
Connect with Bart on Linkedin: https://www.linkedin.com/in/bartcaylor/
Connect with Caylor Solutions: https://www.caylor-solutions.com/
Subscribe to The Higher Ed Marketer podcast: https://www.higheredmarketerpodcast.com/
Connect with John on Linkedin: https://www.linkedin.com/in/johnazoni/
Learn about UNVEILD’s work: https://unveild.tv
AI Resources:
ChatGPT (https://chat.openai.com/)
Claude (https://www.anthropic.com/)
Midjourney (https://www.midjourney.com/)
DALL-E (https://openai.com/dall-e-2/)
Synthesia (https://www.synthesia.io/)
11 Labs (https://elevenlabs.io/)
Descript (https://www.descript.com/)
Opus.Clip (https://www.opus.ai/clip)
Wix AI Website Builder (https://www.wix.com/ai)
Copilot (https://www.microsoft.com/en-us/research/project/programmer-assist/)
Adobe Generative Fill (https://www.adobe.com/creativecloud/photography/discover/generative-ai.html)
Readly AI Article Summarizer (https://help.readly.com/en/articles/5639473-ai-summaries)
Emotional Headline Analyzer (https://headlineanalyzer.com/)
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Transcript (done with AI so only about 90% accurate):
Bart Caylor: [00:00:00] Part of what AI is going to do for us is that it's going to allow us to do things quicker. The world's going to speed up. That's the raw fact of the matter is, is that things are going to move faster and it's already hard enough to move forward. The opportunities, especially for higher ed marketers moving forward is going to be figuring out how we can speed up, but still differentiate ourselves well enough.
Bart Caylor: And. Get out of the noise of the interstate and figure out how we can go and meander off the super highway to make sure that we are doing things that are getting us noticed.
John Azoni: Hey, welcome to the higher ed storytelling university podcast on the B podcast network. This is a podcast dedicated to helping higher ed marketers tell better stories, create better content and enroll more students. My name is John Izzoni. I'm the founder at Unveiled. We're a video production company working specifically with.
John Azoni: college marketing teams on automating their student success stories through a subscription approach, and you can learn more at unveiled. tv. Uh, and unveiled is spelled U N V E I L [00:01:00] D. Uh, or if you want to chat directly with me, you can find me on LinkedIn or find my contact info on the contact page of our website.
John Azoni: Uh, one other housekeeping thing I wanted to mention is that I have started. A newsletter. Well, it's really just taking the content that I'm already sending out regularly to my email list and like more like committing to doing it weekly. So I guess I've already been doing a newsletter. Uh, and if you get emails from me already, like maybe you downloaded the pricing guide or you downloaded the storytelling resource, you're already getting the newsletter.
John Azoni: So we're now just, we're just labeling this a newsletter officially now. Um, So this is just me announcing it officially and giving you the opportunity to subscribe to that content if you're not already. So if you want to create deeper emotional impact with your institution, storytelling and content creation efforts, consider joining the newsletter.
John Azoni: Every week, I'll be sending out a dose of insights and inspiration, including. Uh, a link to that week's [00:02:00] podcast, uh, case studies and best practices from other institutions and tips for creating content that resonates and inspires action. The link to sign up is in the show notes of this episode, or if you catch my posts on LinkedIn, chances are there'll be a link in one of those posts, uh, and I'll be putting it on my website in some fashion soon here too.
John Azoni: So, uh, yeah, we're ramping up here on the newsletter. So let's just put it that way. Um, my guest today. Bart Koehler. If you floated around the higher ed marketing sphere for very long, you've probably come across Bart at least once. Bart's the founder of the education marketing agency called Koehler Solutions, as well as the co host along with Troy Singer of the Higher Ed Marketer Podcast.
John Azoni: He's also the keynote speaker, as well as a first generation. college student himself. Uh, in this episode, we're talking all about AI, specifically practical ways you can incorporate AI into your workflow to save you time and effort in your job. Um, [00:03:00] so keep listening here to learn how Bart saves 10 to 15 hours per week using AI, uh, how it's not AI that's going to take your job.
John Azoni: It's, it's going to be the people who know how to harness the power of AI that That will take your job. The successes and the limitations of various AI applications and where perfectionism can cause you roadblocks. Also learn how higher ed marketers should be early adopters of AI and how higher ed administrators can support the marketing team in those efforts and a bunch more stuff, including how you can save time on your next trip to Aldi using chat.
John Azoni: GPT. So let's dive in. Here's my conversation with Bart Koehler. Bart, welcome to
Bart Caylor: the show. Thanks, John. It's good to be here.
John Azoni: Um, so you are the, uh, founder of Koehler solutions, co host of the higher ed marketer podcast, keynote speaker, AI enthusiast. Did I miss anything?
Bart Caylor: Nope. First generation college student.
Bart Caylor: That'd probably be the other thing.
John Azoni: Awesome. Um, so most people listening to this podcast [00:04:00] probably already know you. I feel like I see you everywhere. Um, I feel like every new higher ed marketer I connect with on LinkedIn, uh, I have a mutual connection with you, Bart. So, but what's one thing that people might not know about you?
John Azoni: What would, what's something that people would be surprised to know about you?
Bart Caylor: It might be what I just kind of said at the end was the first generation college student. Uh, my wife and I are both are, are first gen students. And, um, it's one of the reasons why I went into higher ed. Uh, you know, I had a background in corporate, did a lot of work with like Motorola and RCA and, uh, you know, big brands and, um, did my first website in 1997 for college.
Bart Caylor: My first website was in 94, but my alma mater said, Hey, we think this web thing might have some legs. Could you help us with it? And so, um, really As I went through my career, you know, between, you know, helping sell Motorola cell phones or RCA televisions or higher ed, I kind of found myself, you know, attracted [00:05:00] to feeling good about the end of the day when I was, you know, changing the trajectory of people's lives because of higher education as opposed to, you know, the latest cell phone, which was going to be obsolete in six months.
Bart Caylor: And so, um, about 12 years ago, 13 years ago, I decided to just, you know, focus entirely on higher ed marketing and try to take everything that I've learned in the corporate world and apply that to higher ed, um, you know, and, and because I'm a first gen student, the idea of that being, uh, kind of the motivator for that, because I know the trajectory that my life changed because of that.
Bart Caylor: And so, um, and so that's something that I feel really passionate about. Yeah. Tell me more
John Azoni: about that. The being a first gen student, like what was your journey like to going to college? Um, and how did that impact your
Bart Caylor: life? Yeah. So I had, I obviously had some teachers in, in my life that had kind of been talking about that as I, as I grew up.
Bart Caylor: I mean, not having anybody in my family, it had, Had ever been to college was, you know, it's kind of one of those things. Well, you're just going to do this or [00:06:00] you're going to do that or, you know, and I'm grateful for my, you know, my family and all that they did and the sacrifices that they made for me. But, you know, I didn't, I didn't know any better.
Bart Caylor: I mean, you know, I lived in Anderson, Indiana and there was a college in town and there was Ball State University. That's really the, the width of what my understanding was. And, you know, I remember in my junior year. You know, some recruiter from the Navy ROTC was there and I was like, well, maybe I should do that.
Bart Caylor: And I mentioned that to one of my teachers and she was like, no, no, you're going to college. You're not, you're not doing that. You're not going into the military and not to say that that's bad. I mean, it's, it's a good direction for a lot of people, but at the same time, um, I think for me. You know, I, I really wanted to, uh, to pursue a, uh, a degree.
Bart Caylor: I was a graphic design major and, and what was funny as a, as a senior, I was like, well, I'm going to, somebody asked me, what are you going to major? I was like, well, right now I'm thinking of, you know, doing graphic design and Bible. And they're like, what in the world are you going to do with that major?
Bart Caylor: [00:07:00] And looking back at it now, it's like, yeah, that is kind of a unique combination, but I, I did focus on graphic design, um, ended up going to Anderson university. And I was, uh, you know, I was fortunate enough to get a scholarship to, to kind of cover a lot of my, you know, I was, I was a. probably in a situation where financially, you know, we would qualify for a lot of that type of thing.
Bart Caylor: But, um, but then it just kind of opened my eyes as I got to school and started, you know, recognizing, you know, maybe thinking a little bit differently than, than what I knew growing up. Um, you know, being challenged in the way that I looked at things, the way that I, you know, really kind of embraced learning.
Bart Caylor: And so I can even say that, you know, today, a lot of what I'm doing and. AI and other things. It's it's this passion of of learning that, you know, my liberal arts education kind of taught me on being a lifelong learner and always knowing that there's more to learn and more to come up with and ways to do things.
Bart Caylor: And so even though I was a graphic design major, you know, I do, I don't do that much graphic design today. I'm a business [00:08:00] owner and do a lot of business development and consulting for schools. But I am very grateful for my education and what that did for me. Thank you.
John Azoni: I almost was a graphic design major.
John Azoni: I went to art school and studied painting, but like, I remember when I, um, I went to, like, an art school camp, like, between my junior and senior year in high school, and that was where I was like, graphic design, that's it. Like, I, I learned, like, Photoshop. It's very early Photoshop. It's like 2002 or something like that.
John Azoni: Um, yeah. Yeah. And yeah, that was really interesting to me. Now, graphic design, I just use Canva for everything.
Bart Caylor: I, I do too, but you know, I, I went to school in the dark ages, John. It was, you know, it was before we had a Mac and it was literally the little square Macs. And that's, that's, you know, that's what I learned on.
Bart Caylor: And, um, and so, you know, I started my career in 1992 when, you know, the computers were just landing on. On the desks and, you know, nobody knew what the internet was that yet. I mean, it was just literally dawning. And, uh, I remember being [00:09:00] at a press check one night, uh, you know, it was a print designer and, um, I was on a press check with my boss at the time and, and I had been going to, my wife was doing a graduate work at Wright state university in Ohio and big.
Bart Caylor: Big state school, regional, and they had their internet connected to their card catalog in the library, and that was the only way you got on the internet back then was, you know, some places like that. And so I would, while she would study, I would go and I would surf and I'd find, you know, sites like NBC.
Bart Caylor: com. And I had a Saturn car and Saturn had a website. And there was this little bookstore called Amazon that, you know, had Amazon. Some books that I thought was cool. And, you know, and I went back and I said, Hey, I, I think that designers and marketers are going to be people that are going to be driving some of this web stuff.
Bart Caylor: I mean, it's not much different than a brochure. And I was assured that it was just a fad and that it would be going away soon. Um, but then he went out and sold a website. And so I had an opportunity to do a website. I didn't know what I was doing, but figured it out. And that's kind of where it started.
Bart Caylor: Then again, it goes back to that learning thing.
John Azoni: Yeah. [00:10:00] And similar parallels here. I think, uh, you know, the, the, the dawn of the internet and people kind of not knowing what was going on with it, what was going to become of it. And, uh, AI, you know, today people. Leery of it. Excited about it. Um, do you think there's gonna be like an A.
John Azoni: I. Bubble like is, you know,
Bart Caylor: it's so funny because I, I have not experienced anything like what we're experiencing today, except back in 1994 when I was first working on the websites. I remember starting to talk to people about the web and saying, Oh, you need a website for your business or your school. I had so many schools say, Ah, we're, we're a university.
Bart Caylor: We don't need a We don't need a website. That's, that's kind of silly. We would never do that. And, uh, it's the same way right now with artificial intelligence. It's kind of like, eh, you know, that's a little silly. This, that's not very academic or it's not very, you know, necessary. You know, I, I've been on chat GPT.
Bart Caylor: It didn't really return anything. Very good. And I'm like, you don't [00:11:00] understand it yet. And that's the way it was back in 94. It was like, I don't think you understand it yet. And so even back then, when I was doing things, I would go to other websites, and I would look at view source, and I would see what the code look like.
Bart Caylor: And If I saw a website that did something cool, I would figure out how it did it and reverse engineer it and do that for my designs. And it's the same thing now. I find myself going to websites that show prompts for mid journey or, or, you know, different graphic programs, or I took a certification recently with Vanderbilt university on prompt engineering.
Bart Caylor: And so, you know, getting a certificate in that and having some additional training on how to actually put together prompts and the different kind of prompts. I was well down the road on that, but that just kind of upped my game and helped me understand a lot more. But yeah, there's a lot of things that I'm using AI for that probably saved me 10 to 15 hours a week now.
Bart Caylor: And so it's, it's kind of a, it is something that's not going to go away. I don't think it's going to be a bubble. I think it's going to be, people are going to start figuring it out. Yeah.
John Azoni: I'm kind [00:12:00] of excited to have you on to talk about this because I feel like I'm in that camp of like. I see the potential of it.
John Azoni: I've gotten a lot of great uses out of it. I've also wanted it to do things. That it couldn't do, and I'm probably doing something wrong, but I don't know what I'm doing,
Bart Caylor: right? And that's pretty typical. I mean, there's nothing to feel bad about that. It's just part of
John Azoni: the process. Yeah. So I think this is a good mashup here of, uh, emotions surrounding, uh, AI.
John Azoni: I think maybe a lot of our listeners probably identify with. Uh, with that feeling of, um, seeing the potential, probably having gotten some early success out of it, but like, not quite sure how to incorporate it into every day. And I
Bart Caylor: think a lot of people, there's, there's a level of fear around it too. I mean, there's, there is this fear that, you know, Hey, I, I've seen some things, you know, I've seen the, The way that people are using graphics.
Bart Caylor: I've seen that the way that people are seeing the writing. I'm a writer. Am I going to have a job? And I'm a designer. Am I going to have a job in 20 years, 15 years, 10 years next year? Um, what I always tell people is that, you know, [00:13:00] the, the robots aren't going to take your job. Artificial intelligence.
Bart Caylor: Isn't going to take your job. It's the people who know how to use the tools that are going to take your job. That's what you need to worry about is the people that are upscale skilling and that they're understanding it, that are going to become very valuable because they They can do more and do it more efficiently because they're using what I like to call co bots that using collaborative robots to help them with their job.
Bart Caylor: And so these co bots are helping them to do things that other people can't do without them or can't do as quickly or as efficiently or as effectively. And so I think the real danger people need to be fear about is getting stuck in their ways and not being willing to adapt and change. Um, there's a great quote from Alvin Toffler.
Bart Caylor: He wrote a book called, um, Future proof in like 1970s and his quote said that, um, you know, the illiterate of the 21st century will not be those who cannot read or write, but those who cannot. Learn, unlearn, and relearn, and I think that's where we are right now because I mean, we [00:14:00] like to kind of think, oh, well, we know how to do that, no need to, you know, go forward, but that's where you kind of enter that, that realm of what he calls illiteracy is that if you won't, aren't willing to change and unlearn what you already think, you know, and relearn a new way of doing it, that's, what's going to be the danger going forward.
John Azoni: And I think about that, like with any, any sort of disruptor, like you're talking about graphic design and Canva. Um, you know, I see a lot of, uh, traditional graphic designers online that are mad about Canva. They feel like it's taking people jobs and stuff like that. And honestly, like I still hire like. I almost want to say real graphic designers.
John Azoni: I still hire like traditionally, you know, traditionally, you know, actual graphic designers to, to use Canva for me so that I like create templates for me in Canva. So like, I'll take like a PDF that, um, maybe someone designed outside of Canva, I'll hire, um, I'll hire another designer on Fiverr or Upwork [00:15:00] or something and say, Hey, translate this into a Canva template for me or, um, Or sometimes I'll just say, Hey, here's, here's what I need.
John Azoni: I need a new proposal, um, template, you know, for sending clients proposals, design me something that looks cool, but design it in Canva so that I can edit it later. And I think that, you know, for, for that kind of stuff, like graphic designers shouldn't fear that kind of stuff, because that is just people.
John Azoni: People are coming to the knowledge of being able to do some things themselves, but they still need help. You know, they still need someone that knows what, what good looks like. And that's where I struggle. Uh, and I think that's where, um, I think that's where, you know, AI is helpful, but may also fall short as you're always going to need people that know what good looks like.
Bart Caylor: Yeah. I mean, I think that AI does do a good job of kind of, you know, iterations and, and, and doing a lot of those types of things. But at the end of the day, it cannot be creative. I think Brian Piper was on your show and did a great job of kind of articulating that is that, you know, at the end of the day, AI is a [00:16:00] tool.
Bart Caylor: It's it's another tool in your toolbox. It's a cobot. It's collaborative with you, but but you have got to be a human has to be creative. A human has to be the one with the ideas. The human has to be the one that has the plan that is putting this in place. You know, artificial intelligence cannot do that, and it never will.
Bart Caylor: It will never be able to You know, usurp that, that creativity, that human nature that we all have. But I think that the sooner that we can learn that it becomes a tool for us, as opposed to a threat, that's where it's going to help us kind of get over. And speaking of Canva, I mean, I had a great episode on the, on the podcast, um, with, uh, Guy Kawasaki.
Bart Caylor: He used to be the chief evangelist at Apple computer right when they were, you know, the personal computer was coming out and, and he was on the show because he's now the personal, the chief evangelist at Canva. And he talked a lot about, you know, a lot of those same things you talked about where there's a lot of this.
Bart Caylor: You know, just challenging this thing about, you know, well, we really need to have the experts. And his analogy was, you know, uh, it's kind of like when the, [00:17:00] when the Gutenberg press came on, everybody was like, no, you can't do that. You're not the expert in, in translating books and scribes and that we can't automate that.
Bart Caylor: We can't have something. And that seems silly to us now, but there's a lot of that same type of thing going on today is just that, you know, the expertise is not in the modality of what we're delivering it through. It's, it's in the creativity and the way that we're actually doing it all at the start. So that would be something that I would give some comfort to everybody who's kind of a little bit, you know, maybe fearful or cautious about going forward with it.
John Azoni: Yeah, absolutely. That's great. Um, so you. You sent me a list of things that you use, uh, AI for, um, is it, is it chat GBT that you're using, or is it kind of like AI?
Bart Caylor: So the, the ones that I've used the most, um, chat GPT, I probably know the most about, I know a fair amount of mid journey, which is, you know, you kind of have your different levels.
Bart Caylor: I mean, you've got your artificial intelligence. That's kind of copy based. So chat GPT, Claude is [00:18:00] another one. That's big that I started playing with recently. They just did a, I mean, we're, we're recording this in mid July. They just released their first big announcement that, It's actually pretty good.
Bart Caylor: It's, it's on the level of chat GPT. And so I've been playing with that a little bit the last couple of days. Um, but so you've got kind of that area that's what I would call kind of your copy based. I mean, you're going to get, you're going to ask questions and it's going to come back as copy. It's a chat.
Bart Caylor: Um, then you're going to have the area that I would say is more visual based and more, um, you know, design based. And so like Mid Journey, Dolly, there's another one that's escaping me right now that's more local. Um, but there's, there's going to be kind of this visual aspect that you put a prompt in and it returns back.
Bart Caylor: Visual graphics and, you know, med journey just announced a new version that now lets you do zoom out and it can kind of infinitely go further out from your, your graphics. And so I've played a lot with, with mid journey because I'm a designer by background. So kind of that visual kind of drew me [00:19:00] in. And then there's also AI that's being utilized for, you know, uh, like synthesia and, uh, I think there's a, I think it's 11 element 11 or something along those lines that you can actually start doing, uh, you know, visual representations, audio representations of voice.
Bart Caylor: So I have actually, you know, trained AI to, you know, No, my voice. And then you can type in, you know, I think it's, uh, 11 labs is the name of it. And you can type in a comment and it will read it back in my voice. And so it'd be like, I basically trained it on one of my podcast episodes. It learned my tone, my voice, everything.
Bart Caylor: And then I, as I typed in, it would just. You know, do an audio recording of me as if it were me. And so there's a lot of that kind of thing. That's a little bit more of what, that's where I get concerned about some of the deep fake stuff where, you know, you can go down and you can start taking people and, and, and turning them into atomic, uh, you know, I don't know the word I'm using for, but just an AI version of a person.
Bart Caylor: And so there's kind of that whole level, and then there's certainly levels in, in, uh, you [00:20:00] know, video production and, and things like that, that I've, I've kind of played a little bit. I mean, you can do things like I saw yesterday. Wix is coming out with an AI that you can write a prompt to build your website.
Bart Caylor: And so there's just all kinds of ways that this is going to be applied to, and it's not going to be a, it's going to be applied to everything. I mean, Microsoft's already rolling out their new version of the Office suite with, with Copilot, which is basically chat GPT built in. So now you're going to be able to, you know, you don't have to struggle to figure out the, the codes for Excel, what the formula is.
Bart Caylor: I mean, you just tell it what you want and it'll build the formula in Excel. So I would say probably within the next six months to 12 months, whether you know it or not, AI is going to be in most of the things that you're using on a daily basis, whether it's Microsoft Word, Google, you know, Sheets and Docs, it's going to be living in those things.
Bart Caylor: It's just a matter of whether you're going to be, you know, knowing how to. Access it and use it. And so it's, it's going to just kind of infiltrate into everything that we're doing. And a lot of it's going to be invisible, but [00:21:00] it's going to just, uh, you know, increase productivity and, and in some ways it might increase just the, the amount of noise that's out there too.
John Azoni: Yeah, it really is in everything. I mean, like every program. That I subscribe to right now, there's always like a little, um, sidebar that comes up that's like just introduced AI to this and
Bart Caylor: do this. Yeah, I mean the Adobe suite just came out with generative fill for, for Photoshop. And, and I know I just saw some things with Adobe Illustrator now has some AI built in as far as being able to do different color palettes.
Bart Caylor: And so, yeah, it's in everything and whether or not you know it or whether or not you're playing with it, it's there. And other people are so quick break here.
John Azoni: Now, if you've been listening to the podcast for a bit, now you've heard all about our video storytelling subscriptions, our annual subscriptions for colleges where we drip out a student and alumni stories and video content to you all year long.
John Azoni: Uh, what you may not realize though, is that it's not subscription. or bust. It's not all or nothing. We, we do one off videos all the [00:22:00] time. Uh, and one of the things I talk a lot about in this podcast is the power of building a B roll library and repurposing content. And one of our clients actually decided against hiring us for a full, uh, subscription, but instead hired us to do, uh, a few videos, just one offs, a commercial, uh, for broadcast.
John Azoni: Um, student success stories. And just from that one engagement, it was a two day shoot. Walsh College, uh, was able to repurpose the heck out of that content, which helped them increase enrollment by over 40% in under a year. Now, this of course was not the sole reason for that. Walsh has a great enrollment team, great leadership, which, uh, marketing.
John Azoni: It falls under as a piece of that success, but a big driving force was this relentless pursuit of repurposing. And you'll hear more about that in coming episodes. We have a story coming out about Walsh soon. But, I wanted to zero in on one thing that a lot of people don't consider when they think of [00:23:00] building a b roll library.
John Azoni: It's the opportunity for still images. So while not a permanent substitute for a professional photographer, you can use video clips and pull still images from those, especially with the way that, uh, we shoot them, which is a 4k, 6k in a lot of cases, which is big. Just if you don't know much about video, it's a high resolution.
John Azoni: And here to tell you a little bit more about how Walsh has done that is Tara Weiner, who is a part of a two person content team at Walsh. Beforehand,
Bart Caylor: we had very, very few assets and the assets that we did have. We're actually quite old and essentially what the commercial did was it allowed us to have this database of assets to pull from.
Bart Caylor: So, uh, screenshots, that's been a massive thing that you don't necessarily think about, but every single video clip has numerous stills that we can take. [00:24:00] Creating slides for, uh, funding opportunities, images for social media. I've used images for our info sheets. There's So much footage that you get back that was not Used a small fraction was really used in the commercial.
Bart Caylor: And so when you actually get all of the footage back, it's, it's almost shocking how much additional there is for you to work with. It's been a huge transformation in the way that we can market and the way that I can design.
John Azoni: So that was Tara. Um, they've done a great job with repurposing this content.
John Azoni: It's really remarkable the results they've been able to achieve. So just something to keep in mind. Uh, as an added benefit to when you hire us, we're going to give you all the B roll, even all the project files. Uh, just, we really want to make your life easier, um, as a content creator, um, save you time, uh, and help you build a massive library that not only you can use for video purposes, but also for still images and graphics [00:25:00] and all those things.
John Azoni: So if you'd like to talk about a one off project, head to our website, unveiled. tv, that's U N V E I L D, uh, and reach out to me through the contact page, um, and, uh, we can chat about that and get you a custom quote. If you want to learn more about our subscriptions, um, you can go to pricing. unveiled. tv and download our free pricing guide, which has everything in it that you'd need to know.
John Azoni: Alright, so back to my conversation now with... What are the ways that you use it that makes you save 10 to 15 hours
Bart Caylor: a week? So I'll just hit some of the bullet points and we can go back and dive deeper into any of them. Kind of say, Hey, I want to know more about that. So HR, admin, legal. Um, I had Jamie Hunt on the podcast.
Bart Caylor: She's the CMO at. Old Dominion. And, uh, she and I have known each other for a couple of years. She was one of the very first guests on the higher ed marketer podcast, and she's been going way down the rabbit hole with me. And she said, you know, I use it for HR. So if I need to come up with [00:26:00] questions for an interview, I'll ask chat GP to give me 10 questions about the, and I'll upload the job description.
Bart Caylor: And, um, or, you know, I've used it where I've had a school that I'm working with doing kind of a fractional CMO role. They wanted me to kind of put together a director of marketing job description and they had me look at what the HR department had put in and I Really didn't have time and I just uploaded into chat GPT and said tell me where the problems are and it basically came back and said Okay The education level is not high enough for a director position and this and this and this and the thing that really got me Was that it was a faith based institution and it said there was no there's no mention of any issue about faith on the on the job description.
Bart Caylor: And that was like, wow, that's a pretty big deal for a school like that. And to have that get through HR, uh, and three other people before it got to me, that alone was worth just the chat GPT review of it. And so, uh, I've also had a few people come back to me on some of my contracts are like, Hey, can you change [00:27:00] this?
Bart Caylor: Can you make this update? And, um, you know, chat GPT past the bar, at least, you know, version four. And so I threw in my, You know, the amendments or a couple of areas in my contract that they wanted to change. And I'm just chatted and said, here's what my client wants to do. You know, please make a fair, you know, rewrite this in a fair way for me and the client.
Bart Caylor: And so it basically came back and it looked really good. So I copied and pasted it into the contract. And what was funny about that at the end of the day, uh, it was taking a long time. And, um, And finally, the president, you know, asked about it and, uh, said he was a former, he's a, he's a lawyer by, by training.
Bart Caylor: He said, well, that's one of the best contracts I've ever seen. So I'm not sure why it's taking so long. And so it's just funny that a lot of the modifications came from chat GPT. So HR admin legal, that's one area. And you could keep going down there. I mean, there's AI tools that are building out, you know, ways to figure out your calendar and things like that.
Bart Caylor: But another area that I use it as kind of in proofing and editing. [00:28:00] So if I'm designing a, uh, a program sheet for a school, and, uh, what we'll do is we'll take the catalog copy, put it into ChatGPT, and then give it a sample of some writing that, that is kind of more casual and more what we want. And then we basically say, take this catalog copy, using this style and tone, turn it into a marketing.
Bart Caylor: Um, you know, turn it into marketing copy and then chat. GP will do a draft of that. We'll use that as a draft to kind of then rework it and work in some of the more human elements of that. But then also, when we get that done, if it's like Hey, we've got enough room on this front page of this design for, you know, 750 words.
Bart Caylor: And right now we've got 1, 200 words of copy. I can actually say, rewrite this section of copy to make it fit within 750 words and it'll edit it and rewrite it. And so that's been kind of a really nice way, or either, you know, I just have it proof it to say, Hey, proof this and rewrite this for, you know, [00:29:00] grammatical correct, or take this, um, Queen's English and turn it into, you know, Uh, North American or U.
Bart Caylor: S. English because they're different and so, you know, Canadian versus American versus United States will be different types of ways that they use words. Um, another area. It's a kind of a virtual assistant. So sometimes I will just kind of jump over to chat GPT and say, Hey, I need, um. You know, take, take this and rewrite this or take these three bullets and write it into three paragraphs.
Bart Caylor: Um, or, you know, things like that, things that I would typically ask an assistant to do to just kind of, you know, hey, I'm looking at this. I need to reorganize this list into, you know, alphabetical order or take all of these ideas and put them in. You know, organize it by, you know, undergrad students, non traditional students, um, you know, whatever it might be.
Bart Caylor: And so those are some things that I do. Um, ideation is one that I use a lot. It's like, Hey, here's three ideas that I have. [00:30:00] Give me 10 more ideas along this line. And so it might be like, Hey, I need, uh, you know, I do a lot of work with faith based schools and churches are kind of like a. A pipeline. And I'm like, okay, a lot of times we don't have relationships with the gatekeepers at these churches.
Bart Caylor: And so how do we build a relationship with the pastor or the youth pastor? It's like, well, here is, um, you know, here's an idea. Let's, uh, find out what day the staff meeting is and we'll take a. box of donuts and just, you know, brand it with the school and just kind of leave a note. That was my prompt that I said, this is an idea that I've had.
Bart Caylor: Give me 10 more ideas like that. And so it'll, it'll give me ideas along those lines that have kind of more like guerrilla marketing ideas. And so I use it a lot for guerrilla marketing ideas going through. Um, I do a lot of reports and sometimes rather than writing a 20 page report, I might have the outline with the bullet points and say, you know, and I'll upload my tone and style of samples that I've done and I'll say, you know, kind of per section [00:31:00] match this and have it kind of drafted for me and then I can edit it.
Bart Caylor: It's a lot easier than, you know, just sitting down for 12 hours and writing the report. I already know what my points are, I've put the bullet points in, I can have it help me kind of craft that message a little bit more based on my tone and style. Um, a lot of drafts, a lot of summaries, like I'll do a lot of videos where I'll just jump into Loom and just do a 15 minute Overview of a website and just say, Hey, here's some things I see on your website, and I'll just monologue for 15 minutes about us about a school's website, things that need to be improved.
Bart Caylor: And then I throw that video transcript into chat GPT and say, write a succinct summary and reorganize it based on what I've said and give me bullet points. And it'll write a summary for me on what What my transcript was as opposed to, you know, just having the transcript. And so I use it a lot for summarizing videos or long form text or reports or PDFs where, you know, I've got a tool called Readly that I have on my phone that [00:32:00] every time I come across an article that I want to read, I can throw it into there.
Bart Caylor: And one of the AI tools and Readly is that it basically lets me, it gives me a. Two paragraphs summary about the entire article and I'll, I'll read that. And it's like, Oh, if it's interesting enough, I might go ahead and invest five, 10 minutes in reading the article. But sometimes it's like, okay, I got the, I got the gist of what I wanted out of the article and I can move on.
Bart Caylor: Um, social media production. I I've just discovered, um, Opus clip that allows you to upload a long form video, like a YouTube link. So I recently spoke at the, uh, inside higher ed. conference recently and uploaded the 30 minute, uh, presentation that we did. And, uh, it basically, you know, analyzes, it comes back with, you know, 10 or 15, you know, vertical format, you know, 30 to 60 second clips, you know, already done.
Bart Caylor: At least my tests so far have been encouraging with that one. Um, so that, that can speed things up sometimes just getting ideas out of my head. I was at a school recently that I had some [00:33:00] ideas about ways that they could do some guerrilla marketing and I went to mid journey and kind of mocked up the idea that I had for this particular event that I wanted to show off and I was able to kind of have that come out pretty quick, you know, rather than sitting down and sketching out a concept and, and, you know, grabbing my markers and trying to make it look really good.
Bart Caylor: Like I would have done 20 years ago. Uh, you know, I was able to put a prompt in and, So I would have it generate three or four versions in 10 minutes. I had the idea that I could put in a presentation to at least communicate the idea. And so that was a fun thing. And then I, the other one that was kind of fun was I was at a, uh, uh, my son is a senior in, in, in high school and he's getting ready to go to university of Cincinnati.
Bart Caylor: And they did a preview day and you know, it's a, it's a big school. So there was probably 500. You know, students and families, 500 people there at the, at the event. And while we were waiting for it to start, they had, you know, certainly a playlist playing in the background. And so, you know, he's tapping his foot and I'm like, okay, I recognize that that's post Malone or that's [00:34:00] Taylor Swift.
Bart Caylor: And then the next song was like hollow notes. I was like, okay, wow, that's kind of cool. And then it would go back to, you know, another song by shaman Indez or something. And then the next one was like, you know, Michael Jackson. From you know the 80s and I was like I see what they're doing there They're playing, you know songs for mom and dad and for the students And so I went to chat GPT and said basically I want to do the same thing create me a playlist for you know 80s and then popular music and then you know Do it by beats per minute and return it a table format.
Bart Caylor: And I mean it was like that it gave me, you know 25 songs In that order, beats per minute, and it gave me the year release date. I had it, you know, I prompted it to give me exactly what I wanted in the table and then I could either hand that off to somebody at the school or, you know, take it over to Spotify and just build that playlist.
Bart Caylor: But I mean, it would have taken me a long time and a big team of people to sit around and say, Hey, what would be some really good songs for us to put in a playlist? [00:35:00] Again, that's another way that it just saves some time because, you know, sometimes I'll even have people say, Hey, what's another word for this?
Bart Caylor: Or, or how would you describe this? Or how could we do this? Just using a tool like, you know, a Cobot like chat GPT to kind of come in and help kind of get some of those ideas down, um, is a really valuable thing.
John Azoni: That's great. So I want to tell you, I mean, there's a lot in there that I want to go back to.
Bart Caylor: Sorry, it was just kind of a mind dump. I feel like I opened my mind and just dumped
John Azoni: it out. Well, here, let's do this. I'll dump for you. What I've used it for. And then we can maybe compare notes. Awesome. Um, so I, so I've had success using it. I've had, I will say I've had probably more success than, than not success.
John Azoni: Uh, but like the, one of the things I used it for was, um, once in a while I take over the grocery shopping for, for my family. Um, and so I'll do the meal plan. We have like a bunch of binders with like meals and recipes and stuff. So I'll do the meal plan. I'll dump, um, a [00:36:00] list of ingredients into chat. and tell me, tell it, um, organize this by department at Aldi because that's my biggest pet peeve or pain with going grocery shopping is like, I'm just like, I don't, I don't have like the brain space to like organize it before I go.
John Azoni: So I'm just bouncing all over the smart.
Bart Caylor: I like that. That's a
John Azoni: really good one. Um, so that actually really helped. And I said, and I also put in like, Oh, I need, I need some like school snacks for my, for my, um, five and eight year old. Uh, what, what can I get at Aldi for that? And it suggested some things. Um, and so I picked some of those up.
John Azoni: So that was, that was really helpful. I did test it out on a, on a creative brief. I didn't use this for a client, but, uh, work with Baker college here in Michigan, um, on, uh, some commercials for their nursing program last summer. And I just wanted to see like. Cause we did a lot of ideating, you know, manually.
John Azoni: We had a lot of meetings and, uh, we did a lot of concepting for that. [00:37:00] And, um, I wanted to see like, could I have sped up that by like having it come up with ideas? So I, I put it in there, like, here's, here's the problem. Here's, um, kind of the, the, the general messaging that they want to communicate. Uh, here's the audience, um, generates some ideas into a creative brief for me.
John Azoni: And it gave me like three or four, like really good ones. And then all. Like full briefs to where, like, I, I could have just copied and pasted that. And like, it would have been believable that it came from me, you know, I was very impressed with that. And I would say, and you know, I, that's not something I would do.
John Azoni: I would want to like, you know, massage it a little bit, but just to get the ideas flowing is super helpful for me. Cause like, I have a really hard time ideating just from scratch. Like, uh, I, that's the one thing I struggle with. Uh, you know, in, um, in video creation is like, okay, here's, you know, come up with ideas for this.
John Azoni: And I'm kind of just like, I have to go get some inspiration first. I [00:38:00] need, I need to look at things that will spark ideas for me. I can't just generate, my brain is not generative. Um, so, uh, so there's that I used it to solve, um, A tech problem with MailChimp. I think it was MailChimp. I was trying to have it do something, um, several months ago.
John Azoni: I can't remember what it was. Uh, but then I went into chat GPT and said, Here's the, here's the problem I'm having. Um, here's what it's not doing. How, how do I fix this? And, and it gave me step by step, like, here's what you do. Right. And I was amazed by that and it solved the problem. Um, another one was, uh, yeah, generating code for, for my website.
John Azoni: I wanted my site to do a certain thing on Squarespace. Didn't do that out of the box. Um, gave me the code. I was impressed by that. It still didn't, couldn't get it to work. Um, so that's probably more on me than, than I was probably putting it in the wrong, pasting in the wrong spot of the, you know, the code or something like that.
John Azoni: But, um, but I thought that was pretty cool. And lastly, I've [00:39:00] used it to find. Podcast guests. So, uh, I recently went in, I said, give me 10 influencers in higher ed marketing. Um, that, you know, our influencers kind of on LinkedIn are in the higher ed marketing space. It gave me a whole list. So Andrew Castle, uh, from Middlebury college, I found him that way.
John Azoni: Seth Odell was a really popular episode on, um, from, uh, Kanahoma. And he used to, he used to work with, uh, Southern New Hampshire university. I still get people reference like really appreciative of that episode because he talked a lot about how to find good stories to tell and then Bill Zimmerman from Penn State and then subsequently connected me to Jenna Spinelli, who I just released that episode last week.
John Azoni: So that's all. Coming from, uh, from AI. And it's funny that I'll tell the guests that I found them on AI and they're like, so flattered.
Bart Caylor: Yeah. There is something about that. Cause AI has [00:40:00] to, has to use a lot of information to find that. And it's like, and that was three years ago, maybe it's like, Hey, that's
John Azoni: really cool.
John Azoni: So, yeah. And I try to have it find me. I'm like, I've been on the internet for a long time, pre 2021. And I put in like. Who is John Izzoni? And it's like, I'm an AI
Bart Caylor: model. I don't know. I've done that too. And it can't figure me out either, but that's great. That's great. At least pretend like I'm important.
Bart Caylor: Hallucinate during that part. So that'd be good. Yeah. Yeah.
John Azoni: Um, so where it's fallen flat for me though is, and again, I'm probably doing something wrong, but for this podcast, I would love to take this episode with you. Um, I would like it to generate an accurate transcript. Cause that's one thing I, Okay. I love using Rev.
John Azoni: I don't want to pay for using Rev. So I'm okay with some mistakes. And Adobe Premiere, it'll do an okay job. But there's a lot of mistakes in Premiere. I find Riverside's a little better, but it even has its own little kinks. I would love for it to generate a more accurate transcript. But [00:41:00] then, I want it to...
John Azoni: Um, pull out, you know, one minute or less snippets that I can turn into social media. I can give those to my editor, um, to save her time in combing through the entire episode to pull out snippets. Um, and I know you mentioned opus dot clip. Um, I had some, I, I'm kind of like, I see the potential with it, but it was too limiting for me.
John Azoni: So like I put in, I think it was Brian, uh, Piper's episode. I put in that episode. And, uh, and it gave me like 10 or so decent clips and they were pretty close, but the problem was like, there was, there needed to be a human element. Like I needed to go, okay. You didn't quite get all of that state or you didn't quite understand the context or, or whatever it was.
John Azoni: And I wanted to just edit it a little bit and there was no way to like edit it. So I was still having to bring it into Premiere. And I'm like, that defeats the purpose. You know,
Bart Caylor: you might look at, uh, there's a tool called descript. That's [00:42:00] really a good one too. I don't know if you've used that
John Azoni: or not, but yeah.
John Azoni: Yeah. I've used the scripts. Um, maybe it's worth another. Another look to, um, but I, I found it, I found it just as a video editor. I'm like, I lie more detail and I can do things faster. Like I'll do something in descript and it creates an awkward cut. And then I can't like.
Bart Caylor: You can't unsee that. Yeah, I get that.
Bart Caylor: I mean, it's a lot like what designers are dealing with. Cause I mean, I've, I've embraced Canva, but some of my other design friends are like, seriously, you're selling out. I mean, cause I mean, they're, they're Adobe, they're in design, they're illustrator. And I think that that might be part of what you're dealing with too, is that, you know, your premier, I mean, that's your skillset.
Bart Caylor: That's, that's where you, you live and you've got, you know, maybe a higher, um, Standard, which is good. We've got to have those things, but that's where, that's where sometimes I think people are finding challenges is that, you know, some people might say, okay, it's going to get me. It's good enough. And I think that that that's going to be a question that we're going to have to kind of wrestle with these next couple years is what's good [00:43:00] enough?
Bart Caylor: Um, because I mean, I'm, I'm one of those people that says, you know, um, perfection is often the enemy of, you know, moving forward and everything. I don't know exactly what the quote is, but I think you know what it is. But the idea that, you know, hey, I can keep working on things and Make it perfect, but I'm going to paralyze myself and I'm never going to actually deliver and I'm not saying that's what you're doing, John, but I think that that's going to be something we're all going to have to wrestle with.
Bart Caylor: It's like, okay, you know what? I'm able to get this out and get it. Making a difference and maybe even enrollment, but maybe it's not perfect, but is it good enough to move the needle for enrollment? Yeah. Does it meet our brand standards? Is it grammatically correct? Is it this? Is it that? Could we do better?
Bart Caylor: Yeah, we could probably do better, but is it good enough? Yeah, it's good enough. And so, um, you know, and that's, that's where, I mean, that's going to be a challenge that everybody's going to have to figure out on their own. And that's, that's going to be part of what AI is going to do for us is that. It's going to allow us to do things quicker.
Bart Caylor: It's going to allow us to do, the world's going to speed up, which is a lot of people don't [00:44:00] want to hear that right now, but that's the, the raw fact of the matter is, is that things are going to move faster and it's already hard enough to move forward. I think where the, the opportunities, especially for higher ed marketers moving forward, is going to be figuring out how we can speed up, but still differentiate ourselves well enough and get out of the noise of the, of the interstate and figure out how we can, how we can go and meander off the super highway to make sure that we are, you know, doing things that are getting us noticed.
Bart Caylor: Um, yeah, I kind of said a whole lot in that little monologue, but I think there's something that is this nature that everybody feels that, you know, it isn't going to be perfect and it isn't going to be exactly the way we want to be, but, um, we're going to have to adapt and figure out how to do
John Azoni: Yeah, that's kind of like The mode I've been in probably the last six months is like, when I first started posting snippets of this podcast, I would like design them.
John Azoni: I'd have a cool lower third for each of the people. [00:45:00] And, uh, even played around with like having the school's logo on their, their school's logo on it and like all this stuff. And then I'm like, I'm spending too much time incorporating each episode into this complicated layered template, you know, in, in premiere and I can't get Riverside to let me design.
John Azoni: to that level. So over the last six months, I've been, you probably, if you go back through my LinkedIn, you'll notice many iterations of these excerpts that I post that are like. Simpler and simpler and simpler. So now we're like the ones I posted of, um, uh, Jenna Spinelli last week are just very basic.
John Azoni: It's just like, it's just the clip. And, uh, and I'm kind of just like, I think that's okay. It's just the clip and it says hire at storytelling university at the bottom. Good enough. I know probably LinkedIn's gonna, cause then the other thing that would trip me up is, um, I'd spend all this time like trying to get the captions perfect.
John Azoni: And, um, you know, and I, I would let a lot of grammar things slip through, cause I think that's just typical [00:46:00] for like, you just notice all kinds of grammar. Oh yeah.
Bart Caylor: Especially when people are just talking, it's different than writing, but you're making that happen.
John Azoni: Yeah. So, but even on getting them to show up on the right place of the clip, you know, so it's not blocking anyone's face and getting the right font, all this stuff now, it's just like, you know what, like LinkedIn is just going to generate auto captions anyways, so let's just let it do that and let the chips fall where, where they may.
Bart Caylor: And that's what I mean by good enough. I mean, at the end of the day, it's like, did you gain. Two more people stopping to look at the, stopping the scroll to look at the video from, you know, putting the logo in and all the other things, probably not. And, and at the end of the day, it's like, well, what, what is it worth?
Bart Caylor: And it's hard for us to kind of do that, to make those decisions, to be able to say, okay, yes, if I did a little bit more, but at the end of the day, how much of an impact is that going to really change things moving forward? And, you know, that's a whole nother conversation about, you know, are we moving is our, [00:47:00] is our standards of quality going down and you can go down on a whole discussion about that.
Bart Caylor: At the same time, we have to really kind of say what, what is the end goal? I mean, you certainly want people to stop and understand and know more about your podcast. Go find out more. Is the logo on this teaser going to make a difference or not? Probably not. It saved you probably, you know, 15 minutes per episode or whatever.
Bart Caylor: What else could you do with those 15 minutes that would help you get to the goals that you want of more people listening to your podcast? So.
John Azoni: Right. And then the other things I think that it's fallen, chat GPT has fallen short for me is in kind of like the real time analysis of something. It just like, there's so many uses for it that it can't do, like, it wasn't like pre 2021, so it doesn't know.
John Azoni: I get so many, like, you know, I'm an AI model. I don't know beyond 2021. So, and maybe that's different. I was using chat GPT for, for a while I was paying for it and was still getting a lot of those. Right. Um, those kinds of responses, but like, for instance, I would love when guests come on this [00:48:00] podcast, I would love to put into chat GBT.
John Azoni: I already know decent amount about you, but, uh, tell me about, um, Bart Kaler, send me like, give me like three or four articles he's written. Um, you know, keynotes he's done or whatever, like give me stuff to like, to dive into so that the guest doesn't have to. Think about that and put, put the work into that.
John Azoni: I would love to just show up to an episode and like, have already been prepared and it won't, it doesn't know.
Bart Caylor: Exactly. And I think that's going to change. I mean, keep in mind, we're at the wild west stage of all this. And I think that, um, you know, like Claude too, when I was looking at that, that's the one that I was talking about that just came out this week.
Bart Caylor: It does have its language model up until I think May of this year. And so it's a lot more current and there's a lot more in there. And so I think what you're going to find is now that there's more competition out there, you're going to see a lot of things change quickly. And I think, you know, in 18 months, we're going to be having this conversation and saying, Oh, isn't it funny to think about back then you couldn't do that or you weren't able to do [00:49:00] that.
Bart Caylor: And I think that's one of the things that I want to make sure people understand is that just because maybe you've had a bad experience with it, you know, don't just kind of. Write it off and say, it's nothing. It's a fad. Um, no, it's, it's actually going to continue to get better. And the more that you dismiss it and just kind of disengage from it, the harder it's going to be for you to get back onto the on ramp of it.
Bart Caylor: And so, you know, I would say, yeah, it's not perfect. And I, and I don't, and nobody needs to see it as a savior of any kind. I mean, it's not the silver bullet. It's going to help. student enrollment. It's not going to do that. But it, you know, for some smaller schools, the idea of being able to have another 10 or 15 hours per week on a group of marketing professionals that don't already have enough time to do enrollment, that could be a big deal for you.
Bart Caylor: And especially with the enrollment cliff coming up, you might need those extra 10 or 15 hours times three or four people. And especially if you're looking at it and saying, okay, I need to work on enrollment marketing things, or I need to do another bookmark for [00:50:00] the nursing professor because she asked for one today.
Bart Caylor: Those are the types of things that you can say, okay, maybe I need to look at how to use. AI and Canva and set up a template so that they can do it themselves. Or maybe I need to pull in a Fiverr person that can help with that particular thing so that we can focus on enrollment marketing. I think those are the tougher questions that people need to kind of wrestle with to say, how can we use this to actually get to where we need to get to for enrollment to literally save the institution.
Bart Caylor: Because, I mean, there's going to be some rough waters ahead with the enrollment cliff that a lot of schools are just now starting to grapple with that. And I think that AI is one of those tools that could actually help facilitate some things so that people can focus on what they need to.
John Azoni: Yeah, let's talk about that.
John Azoni: Like, so. The enrollment cliff and marketers, maybe feeling, um, feeling overwhelmed from content creation, uh, feeling like they need to get in front of students that maybe they're frantically approaching it, you know, with this enrollment [00:51:00] cliff comment, and they got all these requests coming from all the different departments and whatever else they're overwhelmed and dealing with, like, what are some ways That you would advise a stressed out, overwhelmed higher ed marketer, uh, to address some of those problems with, uh, with
Bart Caylor: chat GPT or AI.
Bart Caylor: Yeah, one of the things, I mean, first off, you have to kind of stop back and say, okay, what are we doing? Um, you know, Ethan Braden from Purdue University was on the podcast and he, he left something with me that really I've used over and over with a lot of schools. It's just the idea of marketing departments can either be, um, driven or they can be the drivers and his example was a short order cook.
Bart Caylor: It's like, okay, if you're a driven marketing department, you're basically a short order cook. That's making it look prettier by Monday. And, you know, if you find yourself in that role, you're never going to be beyond that and you're not going to be able to do the things that are really going to make an impact for your school.
Bart Caylor: You're basically going to just basically be a in house print shop [00:52:00] or you can be the drivers who are the chefs. You're the ones that are saying, this is what is the best for our institution. This is the kind of marketing that we need to do. You're investing in the time to do the things that are going to make an impact for the institution.
Bart Caylor: And so once you kind of determine where you are, I was meeting with a client last week, and I'm like, tell me where you guys are on that, on that spectrum. I met with the marketing team and they're like, well, right now we're kind of in the middle of the summer getting ready for next year. We're probably 80% strategic and 20% print shop.
Bart Caylor: So what about on a typical day in the middle of the year? That's 50 50. I was like, okay, how can we get rid of that 50 50 and get that more to continue to be 80 90? You know, 90, 10 or 80, 20, how can we position ourselves for that for the rest of the year? They're like, well, you're going to have to tell the faculty to start, stop asking for this or that, or this or that.
Bart Caylor: So then it came, became a discussion that when I went back to, I was doing a consulting when I went back to the cabinet, I was like, okay, you have an excellent team of people [00:53:00] that could actually help you achieve your enrollment goals, but right now they're too busy in the weeds doing things that are not.
Bart Caylor: Enrollment focused. You have to give them the flexibility, the ability and the runway to be able to do what they need to do. And that means you provost are going to have to tell your faculty. No, that means you president. I have to make sure that they're all Standing in line and protected because of this, because if you just don't, if you ignore it, things are just going to go back to the way they always are.
Bart Caylor: And so you've got to make sure that you've got, you know, you've got the support of the administration and the leadership to really say that enrollment marketing is what we need to do. And it's where we need to focus our time. Once you have that, then you can kind of start looking at, okay, now how can we use chat, GPT or other artificial intelligence to help us?
Bart Caylor: Be more efficient, more effective. And, you know, it's, it's a matter of saying, okay, we're getting ready to send out an email as part of our conflow. We're going to ask it acting as a higher ed marketer, prepare me 15 subject lines that are effective for generation Z [00:54:00] to open. Okay. Now, all of a sudden I've got 15 options with some emojis that I can say.
Bart Caylor: Okay. Let's talk about these and see what's going to work best. That's one way to do it, as opposed to giving it to a writer. And they spend the afternoon coming up with 15 that might not be exactly as, I mean, you're using a tool that's already went through and identified based on all the stuff that it could find on the internet.
Bart Caylor: The best practices that are actually the most effective for opening, you know, opening emails. And so it's things like that, that I think that you've got to kind of start with the big picture to say, okay, are we doing the right things? And then once we are doing the right things, are we doing them the most effectively and efficiently way we can.
John Azoni: Yeah, that's great. And I feel like that's, that's really where. Uh, chat GPT and AI shines for me is in, um, coming up with like language stuff, like write me headlines. I actually use it in conjunction with another AI tool. So I'll say like, give me some headlines for this. Um, Or episode, uh, titles for this podcast episode or whatever.
John Azoni: And then I'll take it [00:55:00] into there's, I can't remember. It's if you Google emotional headline analyzer, it will, um, it'll bring up this and you can type in, you can put in your, um, your headline and it will score it based on these, like. Emotional kind of like, is this click worthy? Is this blah, blah, blah. I'll give you a score.
John Azoni: Um, so you could, you could run all, you know, 10 of those headlines through it. Pick the one with the best score. Um, so I think that's, that's super useful. I think with, for taking language and having it analyze it right now, or like, you know, not taking like real time content, like. Summarize, here's a video link and summarize this video link that's, that it struggles to do, but like, um, but like you were saying, write me a clause in this contract, uh, you know, for, for this.
John Azoni: I'm actually like, man, I should have used that. I had a client reach out and was like, we'll sign this contract if you just, you just need to tweak this one part. I probably spent 20 minutes figuring out
Bart Caylor: the language. Yeah, exactly. Exactly. That's what happened to me. I was like, oh, I could have maybe done, [00:56:00] let's try this.
Bart Caylor: And it's like, so I ended up spending 30 minutes on it, but now I've got a way that I can do it next time. Yeah.
John Azoni: I usually, I've come from sort of a family of lawyers and I still,
Bart Caylor: yeah, I can understand that.
John Azoni: I still struggle with it. Um, but yeah, and then some of the other ways that you were mentioning, um, Well, tell me how you've used going back to Opus AI, because I think that's for this podcast or Opus.
John Azoni: clip or whatever. For this podcast, I think that would be a very useful tool for, um, content creators and storytellers to learn how to get right. So tell me, have you used it for your podcast?
Bart Caylor: I've not used it for our podcast. We've got a producer that does most of that already for us. But what I've been doing it, I used it for my Inside Higher Ed, uh, talk that I gave at George, uh, Washington University a couple weeks ago.
Bart Caylor: I was on the stage with a couple other individuals. We were talking about AI. And, uh, it was a 30 minute. You know, YouTube video, and I knew that it had some really good things in it. And so I just, you know, you can literally just drag and [00:57:00] drop the YouTube link into it, and then it just goes and you basically put some parameters around it to say, okay, I want under 32nd clips, or I want 30 to 62nd, or do it auto.
Bart Caylor: Um, and, and then it will, you know, go through and, and then you can brand it so that you've got your right, you know, text and all of that. I will tell you, it's not perfect. I mean, when I, when I ran it out, the first one that I published on LinkedIn, you know, I start with the word, um, and that's, you know, and that's like, okay, that's kind of awkward.
Bart Caylor: It's kind of weird, but you know what? It's good enough. And so I put that up and, uh, and it, and it just kind of talked about the ways that I saved 10 to 15 hours a week. And each of the other two people that guests also talked about how they are saving their first impressions of it. It was valuable content.
Bart Caylor: It, you know, it, I think I've seen 2, 500 views on LinkedIn over the last couple of days from it. And so it's getting some traction on that. And it's one of those things that, you know, it worked out well enough for me, it worked out. I have 10 more. I'll probably upload it. And honestly, the first time I ever used YouTube [00:58:00] shorts was with that clip, and I uploaded it, and I've gained a ton of followers, and it's the only short that I have on YouTube.
Bart Caylor: Um, but it's one of those things that I'm kind of using it as a test to say, is this something that with this vertical format that I could get? You know, more, more followers, more exposure on, on a channel that I haven't done yet. And so far I'm like, actually that turned out really well, a lot better than I thought it would.
Bart Caylor: And so, um, you know, I already had some negative comments. I'm like, okay, well that tells me that people are. Yeah, listening to it. And so, um, so right now it's, it's a test for me. Um, you know, and I've got a couple of schools that, you know, they literally have a half person doing social media and I'm like, okay, you've, you've got chapel every day, load up some chapels, see what you've got.
Bart Caylor: Even if you get two clips out of it, it's worth
John Azoni: doing. Exactly. I had that same conversation. Uh, with a guest that's coming on, I'm recording this afternoon. Uh, they have a faith based school and, um, I was filming [00:59:00] for a project we were working on together. And I'm like, just take your recording this whole thing.
John Azoni: I was like, just take. Take that, you could get 20 clips out. They had the, um, they had, what was it? Like the commute marketing communications director or something from like the Detroit Pistons or something like that. And about like diversity and equity and telling stories about how he was like discriminated against at previous jobs.
John Azoni: And I'm like, this is super interesting. I'm like, that's all it needs to be. Exactly.
Bart Caylor: It's to stop the scroll. And so I, I, a tool like Opus Clip can do that for you. And it's, I mean, it might not be perfect, but it's, if you're not doing anything, it's better than nothing. Right.
John Azoni: Well, uh, awesome. This has been great having you here on the show, Bart, where can people find you
Bart Caylor: at?
Bart Caylor: Probably the best way would be on LinkedIn. Uh, I'm, I'm just Bart Kaler. Uh, and so, uh, you can find me there. Uh, I publish most of my stuff through my personal account. You can also find Kaler Solutions and Higher Ed Marketer. Um, I [01:00:00] publish a weekly newsletter. We do a weekly blog and a weekly summary of the podcast.
Bart Caylor: And so our website, Caylor solutions. com probably has around 700 articles right now, uh, that have to do with everything from anything in the higher ed communications and marketing space. So you can find a lot of stuff there, but, uh, would love to chat with anybody and, and, uh, connect with me on LinkedIn and we'll go from there.
Bart Caylor: Cool.
John Azoni: Awesome. Thanks so
Bart Caylor: much. Thanks, John. It's a pleasure to
John Azoni: be here. All right. Thanks for listening. Uh, three things I want to give you before you go, number one, reminder to go to pricing. unveiled. tv. If you're interested in our subscriptions and download our pricing guide or reach out to me through the contact page of our website, unveiled.
John Azoni: tv, uh, if you want to talk about a one off, uh, project, uh, number two, reminder to sign up for my weekly newsletter. for insights on creating deeper emotional impact with your institution's storytelling and content creation efforts. And number three, I would love for you to leave a review for this podcast.
John Azoni: It helps me out a [01:01:00] ton. Uh, thanks for listening. My name is John Izzoni. Go connect with me on LinkedIn. In the meantime, we'll catch you on the next episode of the higher ed storytelling university podcast. Thanks.
