My 'Why'​ for starting CampusLife

I will never forget the moment when in year 12 at Ivanhoe Grammar School that my English teacher called me dumb. Not that it mattered too much as I had already given up on school by that time after constant reinforcement that I wasn’t smart and school wasn’t for me. 

I’m sure a few of you out there, at times, might have had something similar. Felt less than appreciated. Told you couldn’t do something or felt like you were not enough.

A few years later I was working on a building site scraping wallpaper off a rich personal house in Kew, 8 hours a day, drinking every night and basically drifting through life when an intervention from my mum changed my life.

She always wanted the best for me and saw me going off course so sent me to a psychologist. I rocked up late and hungover, but this man didn’t judge. Over the next 6 hours he tested my intelligence, both IQ and EQ, plus my personality. 

This was in the times before the internet so he sent the tests off to America and a few weeks later I am sitting in front of him hearing, for the first time, that I was actually quite smart. That I have an IQ of 129, in the top 5% of the population. That my EQ was even higher and that my personality suited leadership. Shockingly he said I could be a CEO, a judge or a Doctor. 

I could hardly believe what I was hearing. But it sired something in me, a belief in myself I had forgotten.

Looking back from my role as CEO of my own business, author of a book, with three business degrees and 10 years of teaching at University, I hardly recognise that dumb boy. But he is still there, I still feel a bit like that at times. It drives me to improve constantly.

That’s why I teach and coach. I don’t want anyone to feel dumb, not good enough or hindered to reach their full and true potential. 

I fully believe that EVERYONE has genius inside of them. If might not be in a scholastic manner like me. It could be in art, music, people, IT or any other niche area that makes the world go around. 

But unfortunately many are not supported and have a mum smart and caring enough to create an intervention to change a life. 

That’s why I am on a quest to change the world, by changing one life at a time. 

CampusLife is more than a social media app for students to find friends when arriving from overseas. More than an app to gain useful and fair paying employment. More than a way to learn about services in their local community.

It is all those things, but the essence is to help lift the belief of all students that they can be more. That they can reach their full potential with an intervention by us if they have no one else.

With 1.6 million students joining University each year, $40 billion impact to our economy and all of the multicultural benefits of more smart and diverse people into our community. It’s a big challenge and a significant business opportunity.

Imagine if the youth of today, who will be the future leaders of our country and the people looking after us when we are old, reached their full potential. What challenges we could overcome, what a great country to live in, what a better world we could achieve. 

I feel blessed to have been given the challenges of my past so that I can stand in front of you today with an almost perfect set of experiences, skills, passion, contacts and team to make this vision a reality.

I believe everyone has genius inside of them ready to be released if they just have some support to do so. CampusLife is that support. I just wish my mum was here to see it come to fruition. 

Thank you for listening, my name is Andrew Ford and I am the founder of CampusLife. 

I believe studying should be useful, fun and free. Who's with me?

Do you know that studying at an Australian University was free? I believe it should be and I will even go one step further and say we should pay students to study, here's why.

"During the early 1970s, there was a significant push to make tertiary education in Australia more accessible to working and middle-class Australians. The Whitlam Labor Government abolished university fees on 1 January 1974. By the mid-1980s, however, there was consensus between both major parties that the concept of 'free' tertiary education in Australia was untenable due to the increasing participation rate." (Source)

Can you believe that? It was 'too successful' with more people wanting to study. Isn't that the point? Don't we want an educated society? I believe we do, as these students will be our next politicians, business leaders, parents and responsible for the care of the generation before. BTW if you want to see the correlation between our politicians and their degrees read this article. It turns out Josh Frydenberg is the most educated and Pauline Hanson is the least educated. 

Think about that for a moment. Your very lives are dependent on the generation now in universities (or not) as they will make policies for your age care, superannuation, health care and fund it with their taxes. So why would we want to keep them from being as knowledgeable as possible? Why would restrict access to education be their best? 

Education is a good investment for all Australians.

When you think of it that way it's actually non-sensical. Saving a few dollars on education now, means we have less money in the future as we compete less effectively on the world stage, reduce overall incomes and thus our tax revenue drops. Three-year savings on paying for a degree for 40 years of tax benefit. Not the right investment. 

"The estimates show that for every dollar the government spends on education, GDP grows on average by $20. When the estimate is run for Australia only, the multiplier is slightly higher: an extra $1 of education expenditure increases Australian GDP by $21". (Source)

You don't need to study to make money.

I know that some out there would say that you don't need a university degree to be successful these days, and I would tend to agree. Some jobs don't require a degree, but there is always a level of education required. My electrician mate spent many long years at trade school before getting his licence, for example. 

But what about the entrepreneurs that we hold in high esteem who didn't complete their degrees? Steve Jobs and Richard Branson for example. Yet Elon Musk, Jeff Bezos and Warren Buffett did, so I don't really find that a balanced argument. 

Other benefits of education.

You don't need a degree to make money as an individual. But as a society, we know that there is a strong correlation between education and average income. More overall income in society, the more protective services for those less fortunate. Disability services, unemployment benefits and mental health for instance. 

Plus, surely money isn't the only measure of success. How about the ability to critically think. That is the real value of studying. It reduces racism, one-sided thinking and individualism that is the cause of many of societies issues. 

University and the different people and perspectives I met there helped me with this skill. I learnt from people of different cultures and social situations than myself that I would never have met if it wasn't for the melting pot of people brought together for a shared passion in a particular interest. 

I would also argue that critical thinking is far more important than learning how to do a job. For example, I studied marketing and entrepreneurship. But I had to learn how to do marketing for myself as the pace of change in that industry is rapid. The same with entrepreneurship, technical innovation and business systems have changed at an unprecedented pace. Learning how to think enables society to adapt to change and change is one thing we can guarantee will happen (apart from death and taxes...).

Universities should be free.

It's a big vision I know. But one that I have already started working on with CampusLife. 

Universities have lost their way. They don't focus on students learning and it will be their downfall as there will be alternatives. In the USA, for instance, there is a huge challenge of crippling student debt due to the greed of some institutions. "Student debt has more than doubled over the last two decades. At the end of 2020, about forty-three million U.S. borrowers owed nearly $1.6 trillion altogether in federal student loans." (Source) It's unsustainable for their economy and we are heading in the same direction.

It's time for a new model of education and we want to be part of it.

We are starting small, knowing that most people will not understand our mission. We begin with the minimum viable product, helping students connect with each other, which seems reasonable. Then we build the next part and the next, etc. Too much too soon, makes you seem crazy. 

If you read the book on Elon Musk it recounts a story of how he was laughed out of NASA when he said he wanted to build a rocket to go to Mars. Probably still is occasionally. But he persisted step by step and now his company Space X has recently been chosen by NASA to build the rocket to return people to the moon. (Source) Persistence over the long term counts.

Our plan is to pay students for education, making it effectively free.

The way I plan to make this happen is in five stages. 

Firstly, we create a platform for students to connect to each other and get free information on how to integrate into their university environment and assist them with their degrees. We are at risk of losing students, both international and domestic, as it's just too hard and no fun. 

Secondly, we provide them with highly paid employment to create our content for other students. Thereby ensuring they can live well and enjoy their lives whilst studying without the need to sell their time cheaply. This is achieved with an advertising solution.

Thirdly, we will educate them on how to network, find mentors and employment. Once they leave university we don't want international students to return home because they can't find a job. That's very short-sighted. We want their skills and cultural diversity to add to the Australian society, we need their migration to be world leaders.

Fourthly, we begin to provide our own education courses that add to degrees in fast-changing industries. Think TikTok or big data courses for marketing today. Cyber security and AI for technology. Utilising our industry contacts to teach these courses, they will be super practical with the most up to date skills. 

Finally, we will become our own learning institution. Instead of focusing on research first, we will focus on students first. We will still do research, but drive by the market. Operating in multiple locations all at once, we will offer free courses to students in exchange for working for our company. The university will, in effect, be run by the students and not the teachers. The teachers will be employed by students due to their ability to actually teach effectively and their industry skills, not their PhD's.

In this world, we will track the data. What made students more employable. Student satisfaction with teachers, courses and facilities. This data will form changes and improvements. 

For too long, Universities have been insulated from the real world of industry performance. Hidden behind their protected walls of owning degrees industry respects. But change is coming, fast. Disruption always occurs in inefficient industries, you can't stop market forces. Just ask Kodak, Blockbuster or the newspaper industry.

I believe that universities should be useful, fun and free. Who's with me?

Andrew

Let's do more for University students

University students are our future leaders, contribute significantly to the economy and have been struggling over the past year due to COVID and I feel we are not doing enough to help them, particularly international students. 

Imagine, for a moment, that you are an 18-year-old girl from Malaysia and you are fortunate that your parents saved enough money to send you to Australia to study. Your friends think you are so lucky, that you get to spend three years in cosmopolitan Melbourne, 'the most livable city in the world'. You are so excited to get started and experience life away from home. New fashion, food and friends. Awesome!!

You arrive in Melbourne with a buzz in the air waiting to see what your university can offer you and meet some new friends. The apartment you pre-booked through your agent is right in the middle of the CBD, walking distance to Uni and is a great launching pad to experience the city. It's small but cozy. The first day of class is nerve-racking as you are unfamiliar with the language, city and people. But you feel hopeful, even though there is COVID rampaging through the world.

Then lockdown happens. You retreat to your tiny apartment with three other students, no privacy and little room to move. Classes are no all online so you a locked to your laptop most of the day attending online lectures and trying to understand what you need to do to pass. Each class is super expensive for your family so you are desperate not to fail. But it's so hard to hear the lecturer when they talk so fast. 

You don't know any other students so you do mostly solo assignments unless you have to choose a group and join with strangers that you can't really connect with. There is no fun. Joy. Physical connection. You miss home, your parents, your friends, your bed. You are 18 years old and alone and no one seems to care. 

This was the reality for many international students who came to Australia last year and if we want to attract them back to our country we need to do better. Why do we need international students? Consider these three reasons:

1) International students provide a huge boost to our economy directly and indirectly through all the services they spend money on while here. 

In 2019, the ABS estimates 57% of the A$40 billion that international education contributed to the Australian economy, or A$22.8 billion, came in the form of goods and services spent in the wider economy.

2) Cultural diversity. Many international students leave Australia after getting their degree due to a lack of quality job prospects. But the ones who stay bring with them a skilled profession, diverse ideas and experiences to add to the business and cultural community in Australia. 

3) Strong work ethic. May overseas students are supporting their whole family. Parents, uncles, aunties and friends have all saved to contribute to that one bright child getting an opportunity to study abroad and help the rest of the family in the future. They work hard and strive to get ahead. They pay their taxes and appreciate the opportunities provided to them. They are great Australians. 

Being a lecturer in Digital Marketing at RMIT I teach a few classes of 60+ students each semester and have seen some of the issues students have been having. Many are struggling with the lack of community and connection last year, particularly the international students who didn't get a chance to connect with their classmates and missed out on many social occasions which is so much of what University is about.

To help them, I have an idea. It's just an idea at this stage but I wanted to get it out there for feedback and consideration from students and Uni folk. 

What if there was a community based platform that supported students connect with each other and to the University - CampusLife. 

Features we could include are:

  • Ability to search and find students at your Uni and your class specifically for group assignments

  • Social events and fun stuff

  • Find a room mate

  • Sell your stuff when you go home, buy stuff when you arrive

  • Walk home safety feature

  • Help finding mentors in your field of study

I know of a few similar packages but none of them seem to be used very much and I wonder why? Any advice is appreciated!

The mission is to improve life for all university students, but particularly those from overseas to ensure Australia remains the destination of choice to study abroad. 

Andrew

Who are your Social Stars?

Being a middle-aged man, I am partial to an action movie or two. One of my favs is Jason Statham. Perhaps I like him because he isn't huge like The Rock, doesn't have hair like most of my mates or can actually fight. But whatever the reason, he is pretty popular. His new movie is out called Wrath of Man and I was reading about it when a particular statistic stood out to me as a marketing teacher. Check it out...(RelishMix)

“social star power is driving the movie’s social media universe, with 69% of its entire 209.4M footprint. The cast which counts 146M total followers spurred a strong launch over a shortened marketing runway.”

What this means is that of all the millions of dollars on advertising and social media investment that went into marketing this movie, 69% of the audience reach came from the starts itself promoting the movie, basically for free.

So how does this relate to us normal people in business who don't have millions of followers? Glad you asked :)

If you work in marketing for a mid to large organisation do this simple calculation:

number of employees X number of LinkedIn follower = Reach 

Let's use a simple example in a real company, say RMIT University where I work.

11,000 staff X 500 average LinkedIn followers each = 5,500,000 total reach

That's the equivalent of a prime time TV audience commercial. For those MAFS fans our there a commercial during that season has an ad reach of 1.816 million.

Alternatively, footy fans who watched the AFL opening round totalled of 4.53 million viewers of ALL matches. That's still less than the social reach of RMIT.

But the problem is why would the staff promote the company?

That, my dear reader, is the million-dollar question. Literally, millions of dollars in advertising RMIT spends each year attracting students.

The answer is creating content that is actually of value to the intended audience. Who doesn't want to share something that is useful and that they feel involved in? The issue, is most marketing programs don't add any value, they just push a position.

Back to the movie, check this out...

In his film debut, Post Malone is partially activated on Twitter and Facebook with close to 40M followers, and credited as Austin Post as Robber #6.

This is super smart of the movie to include a famous and strong social media star as a bit part actor. It's worth it just for the social media reach! Of course, he likes the movie and wants to promote something he is proud to be involved in. He is engaged.

What could your company do to engage your staff in that they would be proud to share with their LinkedIn followers?

If you could save millions on your ad spend, wouldn't that be worth looking into?

Food for thought to be sure.

Cheers Andrew

Get your referrals to take the next step

When a prospect visits your website or social media, what do you want them to do? Most people don't know and so miss out on referrals because there are no clear bread crumbs to their desired solution.

When someone refers a client to you is it clear to them what the next step in the process is? Does it help them or just you? A great call to action (CTA) should be clear, logical and help the right people move forward in your sales process because it’s of value to THEM. 

For example, if you are a consultant and a previous client refers a friend to you, LinkedIn will likely be the first place they will check you out. We have already discussed the importance of LinkedIn to demonstrate your expertise. Do you look great there and is there something else for them to do? It will be useful to direct them to either your website to read your blogs, a podcast to get to know your work or Instagram to see your personality. Do this with discrete CTAs in your profile summary, work history and also in the blogs you write. The more time they spend with you online, the more likely they will become a client. 

Different types of CTAs

CTA’s come in many shapes and sizes to suit different circumstances. The type of CTA you use will depend on whom you are targeting, your clients’ needs and your sales process. It also varies on where the CTA is featured such as email, websites, blogs, social media and so forth. We will explore some of the different usage situations, and give a few recommendations, but remember there is no perfect solution. Your CTA should feel natural to you and your client, don’t force them down a direction. Guide them and let them buy.

Examples of CTAs:

  • Blogs: if you are a blogger there are many great ways to create effective CTAs. The most common one is at the bottom of the blog, where you insert a clearly labelled button with the next step such as ‘join us’ referring to an email subscription or whatever is the next step or desired action in your process. You can also embed hotlinks to your website when you reference your company or experience. The other popular CTA is at the end of the blog, after the salutation, in the P.S. section. This feels like a special message just for the reader and receives more clicks than any other links! (see my real example below...)

  • Social Posts: Lovers of Facebook and Instagram will be producing regular posts containing pictures, hashtags and messages to grab attention. But where are you sending them? It’s great to get them to your page, but even better to offer links to your website for more quality information. Often people do all the hard work to get the attention and interest but lack the crucial step of getting the prospect to the next stage in the buying process with a CTA.

  • Websites: The goal of a website is to take an interested client to the next step in the buying process towards a sale. That could be a phone call, collect an email address with an eBook or fill in a qualification form. To do that you have to insert effective CTA buttons and links that are tempting for the prospect to click on. Think about what the client needs in the interest stage of the buying process. Would an eBook, a video or checklist be helpful? All of these can be offered as value in return for collecting an email address or to build engagement in your CTA.

Effective CTAs are an essential part of the marketing process for your business. It helps people to know what the next step in the process is and gives them the option of buying from you, instead of you selling to them.

Cheers Andrew

P.S. If you are in Melbourne and keen to update your LinkedIn, check out my next Workshop - https://www.eventbrite.com.au/e/linkedin-live-masterclass-tickets-145608852999

We all deserve to feel safe. How can we help?

Last night a few things happened to make me renege on my promise to not enter the tech dev world again. 

The first was one of my University students asked me to walk her to the tram stop as she didn't feel safe out at night. It shocked me that she was so concerned, but with all the media regarding the Parliament House situation increasing awareness of how common assaults are, I can understand why she would be worried. I was glad to help.

The second was my girlfriend was looking after a grandma that was callously bashed for no apparent reason. No theft, no revenge. Just a random thug attack outside a church. Bloody shameless!

I was on the train home at 10 pm then walking home and reflecting on the safety I personally feel being a guy with a black belt and fighting training in Melbourne and wishing it was the same for all of us. I feel safe and everyone else should too.

It's a blight on our society that women (men, LGBT, people from overseas...) shouldn't feel safe in their home town. I have personally had to stand in and stand up for a couple being subjected to racist attacks on public transport. Imagine how often this is happening. Crazy.

It's got to stop.

Which brought me to think about how could I help? An idea surfaced that I wanted to share and get assistance with. Perhaps it's a poor idea, someone is already doing it or maybe, just maybe it's got legs. If it is helpful I will commit to getting it up and running.

The working title is 'SafeWalk'. 

The idea is to have an Uber-like app where someone who wants some company to walk home or anywhere really, can request a 'SafeWalker' to accompany them. The person would be verified and tracked using the app on their phone.

The technology isn't complicated and the funding could be accessed with corporate partners. Again not difficult. Walkers could be rewarded with vouchers from sponsors and of course good vibes. I'm sure someone like Grill'd would support such a cause with a few free burgers.

The app would be free, there is no commercial model, it's just a helpful tool for those who feel walking with a companion would increase their level of safety. I don't have any research on the reduction in incidences if there are two or more companions, but from my experience, it would be a deterrent and also mental comfort which is sometimes just as important.

Finally, most of the other apps I have found alert your friends if you are not home on time or something actually happens. Far too late. We need to prevent these situations from occurring in the first place.

My question is, do women (or others) think this is a good idea? Would you use it? Or is it patronising? Would people sign up to be a 'SafeWalker'?

I would rather there was no need for this app in the first place, but that isn't a reality right now. So perhaps one thing we can do is provide some support for each other with some simple technology.

I welcome your thoughts.

Do you mentor? Sometimes it has surprising results.

I love mentoring. Perhaps it's my oversize ego enjoying the attention and adulation of a young mind soaking up my apparent wisdom. Maybe it balances my for-profit businesses or maybe it's just hanging with young people so I can better understand the next generation. 

Whatever the reason, I believe there are huge benefits in mentoring and I wanted to share one particularly interesting story. 

About a year ago, pre-COVID, a young man cold called me. If you are anything like me, you generally don't take calls from numbers you don't recognise and are very suspicious of any unsolicited call. But on this occasion, I took the call and was surprised by the young man on the phone requesting me to mentor him. How did he find me? Why me? What does he really want? I really didn't believe that he hadn't been a past University student or had been referred by a client. 

I was a little dubious so I asked him to email me with his information and was greatly surprised by his response. 

He emailed me with a very well written letter, which I could tell he worked on for hours to get it just right. It spoke to his struggles in his community, bullying, racism, and his ambitions to escape the path that some of his friends have taken to crime and drugs. Plus he has a huge ambition to be a world champion boxer.

I'm intrigued by now and researched his online profile. He seemed quite an angry young man by his photos and social media. But I decided to meet him and see for myself. Here is the crazy part.

The moment I saw him (30min early as he didn't want to be late) he broke out in the biggest smile and I knew I had misinterpreted his brand. He is tough, don't get me wrong, you don't win professional boxing matches without grit. But he also has a huge heart that was hidden from the world. 

I learnt that his day job was as a nurse caring for disabled children. His passion is helping school kids in lower socioeconomic areas overcome bullying and racism through inspiring speaking. Wow, not your average fighter.

So we started working together and he is so motivated and honest that I trusted him to teach my kids boxing. In fact, we are so close he is going to train me for my first ever fight! But more on that later...

The point of my story is, take the time to get to know young people as they are not always what they seem. They could appear lazy, disinterested or angry. But this could be concealing other emotions such as shyness, lack of encouragement or fear. 

I am guilty of judging the next generation at times - like I was so much better as a teenager (not!). So let's give them a break. You might be pleasantly surprised by how it helps you and your life in general.

Andrew

P.S. If you are keen to meet my boxing coach, check out Furkan Demirkaya's LinkedIn profile here or his website here.