An Interactive Campus Map is Essential for Recruitment
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This document discusses how an interactive campus map is an essential recruitment tool for colleges and universities. It provides 5 key reasons: 1) It is vital for recruitment as prospective students use virtual tours to help narrow down college choices. 2) It is one of the most important web features according to research. 3) It provides a tangible return on investment if it drives more student visits and applications. 4) It is important for engaging external audiences like alumni and fans. 5) Developing an interactive map is essential to stay competitive as most other schools already have them. The document provides examples and ROI calculations to demonstrate the recruitment and financial value of an interactive campus map.
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An Interactive Campus Map is Essential for Recruitment
- 1. The Interactive Campus Map An Essential Recruitment Tool Kyle James @KyleJames CEO @nuCloud Founder @eduGuru
- 2. Interactive Map vs Virtual Tour Virtual Tour • Creating a virtual experience without actually being there • Picture, video, audio Interactive Map • Interacting with a user • Providing a means to give input and get results
- 3. So an interactive map is always a virtual tour, but a virtual tour isn’t always an interactive map.
- 4. 5 Reasons an Interactive Map is Essential
- 6. It’s All About Recruitment! • USA Today - instructs prospective students to take virtual tours as the #1 step before actually visiting a college. • Open up the top of your recruitment funnel with a virtual tour of your campus http://www.usatoday.com/money/perfi/college/2008-08-13-control-costs-of-college-visits_N.htm
- 7. The Prospective Decision Process
- 9. How to Narrow the List?
- 10. Visit Campuses!
- 11. You Can’t Visit Every School
- 12. Too Expensive & Too Much Time
- 13. Most Important Web Features Data from Noel-Levitz – www.noellevitz.com
- 14. Most Used Social Media Resources Data from Noel-Levitz – www.noellevitz.com
- 15. Credible Sources in Decision Process Data from Hobsons - www.hobsons.com
- 16. 2. Vital web feature
- 17. How Important is a Virtual Tour? • A tour is “singlehandedly the most important element” of a college website. --Ron Reis, Co-founder YOUniversity • Students will “get frustrated very quickly if they can’t get the 10,000-foot view.” --Chris Carson, President CampusTours *Quote from - http://www.universitybusiness.com/viewarticle.aspx?articleid=1122
- 18. Suite of Killer Web Apps Interactive Tours Course Catalogs Common App Net Price Calculator Event Calendar Online Videos Blogs
- 19. 3. Tangible Return on Investment
- 20. Establishing ROI If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map. *All numbers are created as examples
- 21. Let’s Do Some Math • Average Years = 3 • Cost Per Year = $20,000 • Average Yearly Discount = $10,000 • Student Value = 3 * ($20,000 - $10,000) • So a Student is worth $30,000!
- 22. Let’s Do Some Math • Student Value = $30,000 • Conversion Rate in Applicant = 20% • App Value = $30,000 * .2 • So an Applicant is worth $6,000!
- 23. Value Of Campus Tour
- 24. Let’s Do Some Math • Application Value = $6,000 • Conversion Rate of Visits to Applicant = 20% • Value of Visit = $6,000 * .2 • So Each Student Visit is Worth $1,200!
- 25. Drive More Campus Visitors Interactive Campus Map Visit Campus Application
- 26. Let’s Do Some Math • Visit Value = $1,200 • Conversion of Map to Visit = 5% • Value of a Map View = $1,200 * .05 • So Each Map View is Worth $60!
- 27. Do You Think 1,000 People Would View Your Map In A Month?
- 28. Then Having A Map Is Worth $60,000! Per Month!
- 30. 4. Important for all external audiences
- 31. Alumni
- 32. Current Students
- 33. Athletic Fans
- 34. Event Speakers
- 35. Conferences
- 36. Campers
- 37. Other Events
- 39. 5. Everyone else has one already
- 40. Research - See what others are doing
- 41. Things Not To Do
- 42. Things Not To Do With A Map • Use Flash – it’s inaccessible and creates a maintenance nightmare • Only images – Include more content than just a map with some photo galleries. Tours need context. • Ignore updates – Keep building information and imagery fresh. You virtual tour needs the power to entice real visits.
- 43. Where Do I Start? http://www.uky.edu/CampusGuide/
- 47. Questions? Kyle James @KyleJames kyle@nucloud.com
Notas do Editor
- http://www.flickr.com/photos/judybaxter/2317301258/Student does a bunch of reading, talking to friends and family and probably spends some time online. So this process might not start as early as this guy but it’s always around.
- List of School LogosIf you are in Texas your list probably looks something like this and that is ONLY if you are looking at the larger state schools around. How do you narrrow that down?
- US News
- http://www.flickr.com/photos/9190330@N06/5810163712/
- http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
- http://www.flickr.com/photos/fox-orian/2652212154/
- Obama presenting with Auburn Tigers after national title
- Heweb08 from Mizzou
- http://www.flickr.com/photos/dannykboyd/4746718211/
- http://www.flickr.com/photos/utnapistim/73429019/