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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 …

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

    • 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
    • 3. Interactive Map vs Virtual Tour
      Virtual Tour
      • Creating a virtual experience without actually being there
      • 4. Picture, video, audio
      Interactive Map
      • Interacting with a user
      • 5. Providing a means to give input and get results
    • So an interactive map is always a virtual tour, but a virtual tour isn’t always an interactive map.
    • 6. Who has a map ?
    • 7. Map Audiences
    • 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 campus
      http://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 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
    • 22. Building A Business Case
    • 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!
    • 26. Value Of Campus Tour
    • 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!
    • 28. Drive More Campus Visitors
      Interactive Campus Map
      Visit Campus
      Application
    • 29. 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!
    • 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!
    • 32. ROI Spreadsheet
      http://bit.ly/map-roi
    • 33. Things Not To Do
    • 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/
    • 36. Too Many Options
      http://map.emory.edu/
    • 37. Slow Load Times
      http://www.campustours.com/prodfeatures/suffolk/
    • 38. Confuse UsersTotally Different Direction
      http://www.virtualtour.potsdam.edu/index.php
    • 39. Tips - Creating A Great Virtual Map
    • 40. 1. Make It Interesting
    • 41. USC Upstate Map
      http://uscupstate.edu/map/
    • 42. 2. Make It Real
    • 43. Belmont University Map
      http://belmont.edu/interactivemap/
    • 44. 3. Make It Easy
    • 45. Anderson University Map
      http://www.andersonuniversity.edu/interactivemap.aspx
    • 46. 4. Make It Yours
    • 47. University of Missouri Map
      http://admissions.missouri.edu/visit/virtual-tours.php
    • 48. Future Of The Web
    • 49. Rise of the Social Web
    • 50. Always on the Mobile Web
      The future of a tour is self guided tours that people can take with their phone as they walk around your campus
    • 51. Questions?
      • Kyle Jameskyle@nucloud.comtwitter.com/kylejames
      • 52. Michael Fienenmichael@nucloud.comtwitter.com/fienen