Troy Chaney
Born: Colorado
Graduate: University of Wyoming, B.A. in Communications with a minor in Marketing.
Tell me about your past experience and how it helps you in your current position with Rally Cap?
I worked for a small postsecondary school in a variety of different admissions and marketing capacities. I was a rep, a marketing director and director of admissions. I’ve also worked for a large corporation, where I headed up admissions and marketing and had 140 employees who recruited for seven campuses nationwide. That operation drove more than $100 million a year in revenue and had an annual admissions and marketing budget of $20 million. In between, I was part of a management team that led that small school through the sale and acquisition process. The other Rally Cap team members also have extensive postsecondary ed backgrounds. So when we work with clients, no matter their situation, chances are we’ve lived it at one point or another.
What is unique about Rally Cap?
Well, we're able to offer a wide scope of services across all pieces of a school. It's pretty rare that you can find a single group who's qualified to help in operations, admissions, marketing, compliance and financial aid. Because of the diverse backgrounds of our team, we're able to help clients with all that. That continuity is nice for clients.
I think the other thing that makes us unique is that we tend to focus on areas that other companies miss. Everyone has some sort of magic bullet system for this and that. We tend to look at a companies culture and the "soft skills" that their people possess. In my experience, these are the things that make the difference between average and great.
What’s you favorite thing about the education industry?
I just love the fact that it matters. Education is probably one of the most important decisions people make in their lifetime. So at the risk of sounding corny, what we do matters. Finding an industry that has that kind of impact is rare, so I feel lucky to be a part of it.
What’s the secret to success in admissions and recruiting?
Well if I knew that I'd be very rich, right? I'm not sure there is a secret. One thing I see people spend a lot of time and energy on is technology and understanding how to communicate with Mellineals, Generation Y and every other sub-set of humanity. I find the stuff interesting, but I also think it is largely flawed in it's premise. I once saw a presentation where the speaker said "Generation Y likes to be respected, so you need to communicate with them in a respectful way." I thought to myself, "who the hell doesn't want to be respected?". I mean really, is that a trait unique to Gen Y? People are people...there are no formulas for building the fail-safe sales pitch.
If I had to give a school owner one piece of advice, I would tell them to make sure their admissions people are highly skilled at asking questions, listening to answers and responding accordingly. That allows people to make a connection on a human level...which allows them to work with prospective students in a way that is meaningful. In other words, spend less time talking about your school and spend more time learning about the prospect and what makes them tick. When that happens, everyone wins.
I don't care if you use facebook, email, the phone or face to face. If you can't "connect" with people on a meaningful level, you won't be successful in this or any other business.
Favorite movie?
I have a son who is six and a daughter who is four, so lately I’ve seen a lot of animated films, which are actually quite good. As far as favorites of all time? Probably Chasing Amy. I also love Dumb and Dumber…classic. I’ve probably seen it 100 times and it still makes me laugh out loud.
Favorite band or musician?
Depends on my mood I guess. The Black Crowes are great, love them. Also like Bob Marley, Ryan Adams and Dave Matthews. I also like listening to new stuff...lately I've found a few bands I really like. Cage the Elephant, Them Crooked Vultures...good stuff. Every now and again I like listening to country music. I think my time in Wyoming wore off on me.
Favorite thing to do?
Play golf with my wife. When the kids get older, I’m sure we’ll play with the whole family, which will be fun. But I love playing golf with her—as long as I win.
Favorite book?
A Whole New Mind
Favorite food?
If I had to pick one I’d say steak. Medium-rare. Cook it any more than that and it’s ruined. Pair it with a bottle of good red wine…is wine a food? It should be.
Dogs or cats?
Dogs. Dogs are predictable. They’re always happy to see you, always up to play catch or run. Cats? I never know what they are thinking. Truthfully, they make me nervous.
One key to success in the industry?
As far as the "product" of education, it is largely a commodity. Programs have slight differences, but the content of an education is pretty much the same. It's the culture, people and personality of a school that makes in unique...so schools should spend more time emphasizing those things. As it is now, everyone talks about the stuff they think makes them unique. Accelerated schedules, hands-on learning, placement services, etc. It's kind of a like a salesperson at a car lot trying to capture your excitement and business by pointing out that the car your are looking at has wheels, and engine and a radio.
Why did you make the change to Rally Cap?
I enjoy teaching, coaching, and mentoring. It seemed the more I progressed in my corporate career, the less time there was for those things. Rally Cap allows me to get back to what I love to do. I also respect and like the people that are Rally Cap. Being around Mike, Tim, and Noah is awesome. They are experts at what they do, so being a part of a team with exceptional people is gratifying.
One thing people would think is funny about you?
I cried when the Broncos won the Superbowl, and I was 29 at the time. What can I say? Bronco fans endured a lot of suffering prior to that win against Green Bay. I’m also terrified of clowns, but that’s a whole other issue…I'm in therapy in hopes that we as a family can go to the circus someday.