The document discusses the importance of campus visits for student recruitment. It notes that campus visits are the most influential factor for 65% of applicants in the application process. To maximize the impact of campus visits, the document recommends that visits be authentic, engaging, and memorable experiences that integrate entertainment, education, and other elements. It provides examples of effective campus visit programs from various universities that incorporate dining experiences, student guides, and customized tour options. The overall message is that campus visits should provide an immersive experience that helps students feel the school is the right fit.

1. Jeff Kallay
VP, Consulting
TargetX
Is Your Campus Visit a
“Keystone” to Your
Recruitment Success?

2. Manage Expectations
• Backgrounds
• Big Picture Campus Visit Observations
• “It’s All About the Experience!”
• Case Studies
• Your Campus Visit Questions
• Announcing Render Experiences
• Download Session PDF and Giveaway
Is Your Campus Visit a “Keystone” to Your Recruitment Success?

3. www.targetx.com
Is Your Campus Visit a “Keystone” to Your Recruitment Success?

4. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Brands are mirrors.
We purchase
based upon conforming
self image.

5. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“I visited
campus and
it felt right!”

6. Is Your Campus Visit a “Keystone” to Your Recruitment Success?

7. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Your campus visit should be:
Authentic
Engaging
Memorable

8. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Most influential information in application process:
Campus Visit 65%
Parents/Family Members 39%
Current Student/Graduates 33%
Website 26%
Printed Materials 25%
Guidance Counselor 24%
Guidance Counselor 24% Arts & Science Group Student Poll

9. Use the web most heavily
in researching colleges84%
Eduventures Survey of 7,887 high school juniors and seniors as reported in The Chronicle of Higher Education
71%
Say the campus visit is the
most trusted source of
information
Is Your Campus Visit a “Keystone” to Your Recruitment Success?

10. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Noel-Levitz

11. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
But most college tour scripts
are numbingly similar, and
information is not really the
point. Students and their
families are looking for the
ineffable moment when,
through some alchemy of
atmosphere, setting or vibe,
they suddenly know this is
the place for them.
Read the LA Times Article

12. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Have a full time Campus Visit Director
And, get them involved @ www.civsa.org

13. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
Worked with over250campuses!

14. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“It’s all about the experience!”

15. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
You’re already in the experience economy!
Absorption
Immersion
Active
Participation
Passive
Participation
Education
Escape
Entertainment
Esthetic
Integrate the four E’s/Experiences

16. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“I visited and it felt right!”
(But it better look good!)
“The study by the Association of Higher Education
Facilities Officers sought to determine “the relative
importance of an institution’s physical assets on a
student’s choice of school,” so they surveyed about
16,000 students from 46 colleges.
More than half the respondents indicated that the
“attractiveness of the campus” was essential or
very important in their decision where to attend
school. Students said that poorly maintained open
spaces played a key role. And 50 percent either
strongly agreed or agreed with the statement,
“When I first saw the campus, I knew this was the
right college for me.”
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.

17. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
Fix your “P” basics! Parking
Plumbing
Place
3
Birmingham-Southern College Office of Admission

18. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
Ten Tenets of “Experiences”
1. Integrate Four E’s
2.Aesthetics/Esthetics
3. Real and Authentic
4. Customization
5. Sensory Engagement
6. Emotional Engagement
7. Anchored in Stories (not stats)
8. Signature Moment
9.Themes
10. Mix in Memorabilia

19. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.

20. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
Tips for your student guides
Don’t be a “Tourbot”
Be present
Set the expectation
Choose your attitude
Tell stories not stats
Watch your pronouns
Close the deal
Have fun!

21. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
?
What are your enrollment goals?
Does your campus visit strategically
and tactically support you towards
reaching them?

22. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
Lynn University
Boca Raton, Florida
Private
1660 undergraduates
24% international students from 78 nations
123 lushly landscaped acres with six fresh water lakes
Hosted the last 2012 Presidential Debate

23. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
“It’s all about the community!”

24. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN

25. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
1600+ student visits
14% increase in visits
Enrolled largest
freshmen class in
five years
Read the Inside Higher Ed Article

26. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
Hendrix College
Conway, Arkansas (Little Rock suburb of 58,900)
Private, four year national liberal arts college
Affiliated with the United Methodist Church
1415 students from 45 states and 13 countries
Member of the Colleges That Change Lives
175 acres
This “Shangri-La north of Little Rock”
proudly has no greek community

27. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN

28. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
2500+ visitors
60% accepted students visit
30% yield rate on visit
10HendrixExperienceDays
6 Paid Interns managing
120Volunteer HEAT
-airport shuttle drivers
-campus walker guides
-lunch hosts
-residential walkers
-logisitics
-arranging overnights

29. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”

30. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch

31. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
National Signature Moment

32. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
National momentum
Increased enrollment
Better profile
Increased visit and yield
Improved retention rate

33. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
Southern Methodist University
Dallas, Texas
Private (founded in 1911 by United Methodist Church)
Ranks in top one-fourth of national universities
11,000 students from 50 states and 50 countries,
6,662 are undergraduate
8 colleges and schools
3 campuses (Dallas, Plano and Taos, NM)
237 acres (Dallas campus)
101 buildings
Home to 10 libraries including the
George W. Bush Presidential Library

34. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Intellectual Entreprenuership”

35. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”

36. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
“Life is too short
to go to college on
an ugly campus.”
R. Gerald Turner, SMU President

37. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU

38. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
University of North Texas
Denton, Texas (suburban DFW city of 117,187)
Public, student-focused research university with 12
colleges and schools offering 97 bachelor’s, 85 master’s
and 35 doctoral degrees
857 acres
165 buildings
Fourth largest university in Texas
with “A green light to greatness.”

39. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
20,200 visitors
22 Eagle
Ambassadors
(paid)
2250 tours given

40. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors

41. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle AmbassadorsMass Customization

42. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors
General Tours
Graduate Tours
Group Tours VIP Tours
Transfer Tours

43. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors
Evening Tours
Private Tours
Athlete Tours
Academic Tours
Specialty Tours

44. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors

45. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle AmbassadorsWalking-Riding Hybrid

46. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle AmbassadorsThe BIG Picture
0
2250
4500
6750
9000
00-01 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11 11-12
Prospective Students
Parents/Guests
EXPO students
Total Tours Given

47. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
LUNCH AT LYNN
“Sense of the Butt!”All families have lunch
“Big Hair and Big Future”
The building is part of the message Mary Wright Admission Center, TCU
Eagle AmbassadorsProspect to Enrolled
Yield Rate Comparison
0%
10.00%
20.00%
30.00%
40.00%
2008 2009 2010 2011 2012
Non-Tour Takers
Tour Takers

48. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
“Sense of the Butt!”All families have lunch
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors
The
is now all about
campus visit
yield.

49. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
“Sense of the Butt!”All families have lunch
The building is part of the message Mary Wright Admission Center, TCU
Eagle Ambassadors
Trend we’re noticing:
many families are delaying
their
until after they’ve been
first visit
accepted.

50. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors
You are in control when they
visit prior to
but, they are in control
when they visit after
applying
acceptedthem.you’ve

51. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors
Four year private national liberal arts college
Affiliated with the United Methodist Church
1250 students on 192 “Hilltop” acres
Member of the Colleges That Change Lives

52. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham

53. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus

54. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus

55. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus
Connect Emotionally to Faculty and Staff

56. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus
Connect Emotionally to Faculty and Staff
Connect Emotionally to Current Students

57. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus
Connect Emotionally to Faculty and Staff
Connect Emotionally to Current Students
Connect Emotionally to
Each Other

58. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle AmbassadorsConnect Emotionally to Birmingham
Connect Emotionally to Campus
See Themselves
Graduate from BSC

59. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors

60. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors

61. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors

62. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors

63. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors
75%
Deposit

64. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors
75%
Deposit

65. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
www.targetx.com
Eagle Ambassadors
75%
Deposit
www.targetx.com/slideshare

66. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
Eagle Ambassadors
75%
Deposit
www.renderexperiences.com

67. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
“Sense of the Butt!”All families have lunch
The building is part of the message
Eagle Ambassadors
75%
Deposit
Jeff Kallay
VP, Consulting
kallay@targetx.com
Jeff Kallay
Cofounder
and CEO
jeff@renderexperiences.com
www.targetx.com/slideshare

68. Jeff Kallay
VP, Consulting
TargetX
Is Your Campus Visit a
“Keystone” to Your
Recruitment Success?