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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  • Hey Jil, I just sent you a tweet but I'd be happy to schedule a call to show you more about nuCloud and our interactive campus map platform.
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  • Hey Kyle, good stuff. Do you have suggestions as to where to start to develop an interactive map? I'd like to know more about this, it's something we are interested in doing. I've done virtual tours before, but Im not sure the best way to do a map.
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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