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The Interactive Campus Map: An Essential Online Recruiting Tool<br />Kyle Jameskyle@nucloud.comtwitter.com/kylejames<br />...
Who Are We<br />Experienced - 15+ years of Higher Education and Web Experience and years of web development on the side<br...
Interactive Map vs Virtual Tour<br />Virtual Tour<br /><ul><li>Creating a virtual experience without actually being there
 Picture, video, audio</li></ul>Interactive Map<br /><ul><li>Interacting with a user
 Providing a means to give input and get results</li></li></ul><li>So an interactive map is always a virtual tour, but a v...
Who has a map ?<br />
Map Audiences<br />
It’s All About Recruitment!<br />
It’s All About Recruitment!<br />USA Today - instructs prospective students to take virtual tours as the #1 step before ac...
Prospective Student Decision Process<br />
Lots of Choices<br />
How to Narrow the List?<br />
Visit Campuses!<br />
You Can’t Visit Every School<br />
It’s Just Too Expensive and <br />Takes Too Much Time<br />
Most Important Web Features<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />
Most Used Social Media Resources<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />
Credible Sources in Decision Process<br />Data from Hobsons, 2010 - www.hobsons.com<br />
Looking at 48 institutions…<br />69% had virtual tours<br />41% included a map<br />Only one was trying out mobile<br />Ot...
A tour is “singlehandedly the most important element” of a college website. --Ron Reis, Co-founder YOUniversity<br />Stude...
Interactive Tours<br />Course Catalogs<br />Common App<br />Net Price Calculator<br />Event Calendar<br />Online Videos<br...
Building A Business Case<br />
Establishing ROI<br />If we can work backwards from the value of a student we can establish the value of an Interactive Ca...
Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Yearly Discount = $10,000<br />Student...
Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br /...
Value Of Campus Tour<br />
Let’s Do Some Math<br />Application Value = $6,000<br />Conversion Rate of Visits to Applicant = 20%<br />Value of Visit =...
Drive More Campus Visitors<br />Interactive Campus Map<br />Visit Campus<br />Application<br />
Let’s Do Some Math<br />Visit Value = $1,200<br />Conversion of Map to Visit = 5%<br />Value of a Map View = $1,200 * .05<...
Do You Think 1,000 People Would View Your Map In A Month?<br />
Then Having A Map Is Worth $60,000!<br />Per Month!<br />
ROI Spreadsheet<br />http://bit.ly/map-roi<br />
Things Not To Do<br />
Use Flash – it’s inaccessible and creates an maintenance nightmare<br />Only images – Include more content than just a map...
Where Do I Start?<br />http://www.uky.edu/CampusGuide/<br />
Too Many Options<br />http://map.emory.edu/<br />
Slow Load Times<br />http://www.campustours.com/prodfeatures/suffolk/<br />
Confuse UsersTotally Different Direction<br />http://www.virtualtour.potsdam.edu/index.php<br />
Tips - Creating A Great Virtual Map<br />
1. Make It Interesting<br />
USC Upstate Map<br />http://uscupstate.edu/map/ <br />
2. Make It Real<br />
Belmont University Map<br />http://belmont.edu/interactivemap/ <br />
3. Make It Easy<br />
Anderson University Map<br />http://www.andersonuniversity.edu/interactivemap.aspx <br />
4. Make It Yours<br />
University of Missouri Map<br />http://admissions.missouri.edu/visit/virtual-tours.php <br />
Future Of The Web<br />
Rise of the Social Web<br />
Always on the Mobile Web<br />The future of a tour is self guided tours that people can take with their phone as they walk...
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The Interactive Campus Map: An Essential Online Recruiting Tool

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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.

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  • Kyle
  • KJ – Background – Fienen is a published author.
  • KJ - What is the difference
  • KJ – So our goal of this presentation is to convince you of the absolute vital importance of an ICM to your college website
  • Fienen - Who here has an Interactive Campus Map? Are you happy with it? Is it up to date?
  • Fienenhttp://www.flickr.com/photos/fox-orian/2652212154/
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  • 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?
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  • Transcript of "The Interactive Campus Map: An Essential Online Recruiting Tool"

    1. 1. The Interactive Campus Map: An Essential Online Recruiting Tool<br />Kyle Jameskyle@nucloud.comtwitter.com/kylejames<br />Michael Fienenmichael@nucloud.comtwitter.com/fienen<br />
    2. 2. Who Are We<br />Experienced - 15+ years of Higher Education and Web Experience and years of web development on the side<br />Thought Leaders - Founder and writing staff members at .eduGuru, an award winning higher education marketing and development blog<br />
    3. 3. Interactive Map vs Virtual Tour<br />Virtual Tour<br /><ul><li>Creating a virtual experience without actually being there
    4. 4. Picture, video, audio</li></ul>Interactive Map<br /><ul><li>Interacting with a user
    5. 5. Providing a means to give input and get results</li></li></ul><li>So an interactive map is always a virtual tour, but a virtual tour isn’t always an interactive map.<br />
    6. 6. Who has a map ?<br />
    7. 7. Map Audiences<br />
    8. 8. It’s All About Recruitment!<br />
    9. 9. It’s All About Recruitment!<br />USA Today - instructs prospective students to take virtual tours as the #1 step before actually visiting a college.<br />Open up the top of your recruitment funnel with a virtual tour of your campus<br />http://www.usatoday.com/money/perfi/college/2008-08-13-control-costs-of-college-visits_N.htm <br />
    10. 10. Prospective Student Decision Process<br />
    11. 11. Lots of Choices<br />
    12. 12. How to Narrow the List?<br />
    13. 13. Visit Campuses!<br />
    14. 14. You Can’t Visit Every School<br />
    15. 15. It’s Just Too Expensive and <br />Takes Too Much Time<br />
    16. 16. Most Important Web Features<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />
    17. 17. Most Used Social Media Resources<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />
    18. 18. Credible Sources in Decision Process<br />Data from Hobsons, 2010 - www.hobsons.com<br />
    19. 19. Looking at 48 institutions…<br />69% had virtual tours<br />41% included a map<br />Only one was trying out mobile<br />Other Research<br />
    20. 20. A tour is “singlehandedly the most important element” of a college website. --Ron Reis, Co-founder YOUniversity<br />Students will “get frustrated very quickly if they can’t get the 10,000-foot view.”--Chris Carson, President CampusTours<br />How Important is a Virtual Tour?<br />*Quote from - http://www.universitybusiness.com/viewarticle.aspx?articleid=1122 <br />
    21. 21. Interactive Tours<br />Course Catalogs<br />Common App<br />Net Price Calculator<br />Event Calendar<br />Online Videos<br />Blogs<br />An Interactive Tour is Part of a Suite of Killer Web Apps<br />
    22. 22. Building A Business Case<br />
    23. 23. Establishing ROI<br />If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.<br />*All numbers are created as examples<br />
    24. 24. Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Yearly Discount = $10,000<br />Student Value = 3 * ($20,000 - $10,000)<br />So a Student is worth$30,000!<br />
    25. 25. Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br />So an Applicant is worth$6,000!<br />
    26. 26. Value Of Campus Tour<br />
    27. 27. Let’s Do Some Math<br />Application Value = $6,000<br />Conversion Rate of Visits to Applicant = 20%<br />Value of Visit = $6,000 * .2<br />So Each Student Visit is Worth $1,200!<br />
    28. 28. Drive More Campus Visitors<br />Interactive Campus Map<br />Visit Campus<br />Application<br />
    29. 29. Let’s Do Some Math<br />Visit Value = $1,200<br />Conversion of Map to Visit = 5%<br />Value of a Map View = $1,200 * .05<br />So Each Map View is Worth$60!<br />
    30. 30. Do You Think 1,000 People Would View Your Map In A Month?<br />
    31. 31. Then Having A Map Is Worth $60,000!<br />Per Month!<br />
    32. 32. ROI Spreadsheet<br />http://bit.ly/map-roi<br />
    33. 33. Things Not To Do<br />
    34. 34. Use Flash – it’s inaccessible and creates an maintenance nightmare<br />Only images – Include more content than just a map with some photo galleries. Tours need context.<br />Ignore updates – Keep building information and imagery fresh. You virtual tour needs the power to entice real visits.<br />Things Not To Do With A Map<br />
    35. 35. Where Do I Start?<br />http://www.uky.edu/CampusGuide/<br />
    36. 36. Too Many Options<br />http://map.emory.edu/<br />
    37. 37. Slow Load Times<br />http://www.campustours.com/prodfeatures/suffolk/<br />
    38. 38. Confuse UsersTotally Different Direction<br />http://www.virtualtour.potsdam.edu/index.php<br />
    39. 39. Tips - Creating A Great Virtual Map<br />
    40. 40. 1. Make It Interesting<br />
    41. 41. USC Upstate Map<br />http://uscupstate.edu/map/ <br />
    42. 42. 2. Make It Real<br />
    43. 43. Belmont University Map<br />http://belmont.edu/interactivemap/ <br />
    44. 44. 3. Make It Easy<br />
    45. 45. Anderson University Map<br />http://www.andersonuniversity.edu/interactivemap.aspx <br />
    46. 46. 4. Make It Yours<br />
    47. 47. University of Missouri Map<br />http://admissions.missouri.edu/visit/virtual-tours.php <br />
    48. 48. Future Of The Web<br />
    49. 49. Rise of the Social Web<br />
    50. 50. Always on the Mobile Web<br />The future of a tour is self guided tours that people can take with their phone as they walk around your campus<br />
    51. 51. Questions?<br /><ul><li>Kyle Jameskyle@nucloud.comtwitter.com/kylejames
    52. 52. Michael Fienenmichael@nucloud.comtwitter.com/fienen</li>
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