The Interactive Campus Map: An Essential Online Recruiting Tool
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The document discusses the importance of interactive campus maps as a recruitment tool for higher education institutions, highlighting their role in attracting prospective students who often rely on online resources before campus visits. It emphasizes the increasing need for engaging virtual tours and maps, supported by data and case studies, to enhance student engagement and conversion rates. Additionally, it provides practical tips for creating effective virtual maps and discusses potential ROI from such digital tools.
The Interactive Campus Map: An Essential Online Recruiting Tool
- 1. The Interactive Campus Map: An Essential Online Recruiting ToolKyle Jameskyle@nucloud.comtwitter.com/kylejamesMichael Fienenmichael@nucloud.comtwitter.com/fienen
- 2. Who Are WeExperienced - 15+ years of Higher Education and Web Experience and years of web development on the sideThought Leaders - Founder and writing staff members at .eduGuru, an award winning higher education marketing and development blog
- 3. Interactive Map vs Virtual TourVirtual TourCreating a virtual experience without actually being there
- 4. Picture, video, audioInteractive MapInteracting with a user
- 5. Providing a means to give input and get resultsSo an interactive map is always a virtual tour, but a virtual tour isn’t always an interactive map.
- 6. Who has a map ?
- 8. It’s All About Recruitment!
- 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 campushttp://www.usatoday.com/money/perfi/college/2008-08-13-control-costs-of-college-visits_N.htm
- 10. Prospective Student Decision Process
- 11. Lots of Choices
- 12. How to Narrow the List?
- 13. Visit Campuses!
- 14. You Can’t Visit Every School
- 15. It’s Just Too Expensive and Takes Too Much Time
- 16. Most Important Web FeaturesData from Noel-Levitz 2010 E-Expectations– www.noellevitz.com
- 17. Most Used Social Media ResourcesData from Noel-Levitz 2010 E-Expectations– www.noellevitz.com
- 18. Credible Sources in Decision ProcessData from Hobsons, 2010 - www.hobsons.com
- 19. Looking at 48 institutions…69% had virtual tours41% included a mapOnly one was trying out mobileOther Research
- 20. A tour is “singlehandedly the most important element” of a college website. --Ron Reis, Co-founder YOUniversityStudents will “get frustrated very quickly if they can’t get the 10,000-foot view.”--Chris Carson, President CampusToursHow Important is a Virtual Tour?*Quote from - http://www.universitybusiness.com/viewarticle.aspx?articleid=1122
- 21. Interactive ToursCourse CatalogsCommon AppNet Price CalculatorEvent CalendarOnline VideosBlogsAn Interactive Tour is Part of a Suite of Killer Web Apps
- 22. Building A Business Case
- 23. Establishing ROIIf 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 MathAverage Years = 3Cost Per Year = $20,000Average Yearly Discount = $10,000Student Value = 3 * ($20,000 - $10,000)So a Student is worth$30,000!
- 25. Let’s Do Some MathStudent Value = $30,000Conversion Rate in Applicant = 20%App Value = $30,000 * .2So an Applicant is worth$6,000!
- 26. Value Of Campus Tour
- 27. Let’s Do Some MathApplication Value = $6,000Conversion Rate of Visits to Applicant = 20%Value of Visit = $6,000 * .2So Each Student Visit is Worth $1,200!
- 28. Drive More Campus VisitorsInteractive Campus MapVisit CampusApplication
- 29. Let’s Do Some MathVisit Value = $1,200Conversion of Map to Visit = 5%Value of a Map View = $1,200 * .05So Each Map View is Worth$60!
- 30. Do You Think 1,000 People Would View Your Map In A Month?
- 31. Then Having A Map Is Worth $60,000!Per Month!
- 33. Things Not To Do
- 34. Use Flash – it’s inaccessible and creates an maintenance nightmareOnly 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/
- 38. Confuse UsersTotally Different Directionhttp://www.virtualtour.potsdam.edu/index.php
- 39. Tips - Creating A Great Virtual Map
- 40. 1. Make It Interesting
- 42. 2. Make It Real
- 44. 3. Make It Easy
- 46. 4. Make It Yours
- 47. University of Missouri Maphttp://admissions.missouri.edu/visit/virtual-tours.php
- 48. Future Of The Web
- 49. Rise of the Social Web
- 50. Always on the Mobile WebThe future of a tour is self guided tours that people can take with their phone as they walk around your campus
Editor's Notes
- #2: Kyle
- #3: KJ – Background – Fienen is a published author.
- #4: KJ - What is the difference
- #5: KJ – So our goal of this presentation is to convince you of the absolute vital importance of an ICM to your college website
- #6: Fienen - Who here has an Interactive Campus Map? Are you happy with it? Is it up to date?
- #7: Fienenhttp://www.flickr.com/photos/fox-orian/2652212154/
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- #10: 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.
- #11: 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?
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