We firmly believe that an interactive campus map is an essential online recruiting tool for every college or university. Recent data suggests that 84% of prospective students found a campus visit as a credible source in the college decision process. Another study showed that 77% of prospective students found a campus visit request form on a website to have a lot of value. This data shows the importance of your campus to a student’s final decision making process. Having an interactive campus map opens up the top of your recruitment funnel and is an essential tool for online recruitment. This presentation will dive deeply into the stats, ROI and the story of why this is an essential online recruitment tool. It could easily be argued that it is the most important feature on a college website.
social pharmacy d-pharm 1st year by Pragati K. Mahajan
The Interactive Campus Map: An Essential Online Recruiting Tool
1. The Interactive Campus Map: An Essential Online Recruiting Tool Kyle Jameskyle@nucloud.comtwitter.com/kylejames Michael Fienenmichael@nucloud.comtwitter.com/fienen
2. Who Are We Experienced - 15+ years of Higher Education and Web Experience and years of web development on the side Thought Leaders - Founder and writing staff members at .eduGuru, an award winning higher education marketing and development blog
9. 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
16. Most Important Web Features Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com
17. Most Used Social Media Resources Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com
18. Credible Sources in Decision Process Data from Hobsons, 2010 - www.hobsons.com
19. Looking at 48 institutions… 69% had virtual tours 41% included a map Only one was trying out mobile Other Research
20. 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 How Important is a Virtual Tour? *Quote from - http://www.universitybusiness.com/viewarticle.aspx?articleid=1122
21. Interactive Tours Course Catalogs Common App Net Price Calculator Event Calendar Online Videos Blogs An Interactive Tour is Part of a Suite of Killer Web Apps
23. 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
24. 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!
25. 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!
27. 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!
34. Use Flash – it’s inaccessible and creates an 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. Things Not To Do With A Map
35. Where Do I Start? http://www.uky.edu/CampusGuide/
KJ – Tell storyhttp://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.
KJ – story tellingList 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?