PACAC 50th "Keystone Campus Visit"

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Presented at the 50th annual PACAC conference at Seven Springs

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PACAC 50th "Keystone Campus Visit"

  1. 1. Jeff KallayVP, ConsultingTargetXIs Your Campus Visit a“Keystone” to YourRecruitment Success?
  2. 2. Manage Expectations• Backgrounds• Big Picture Campus Visit Observations• “It’s All About the Experience!”• Case Studies• Your Campus Visit Questions• Announcing Render Experiences• Download Session PDF and GiveawayIs Your Campus Visit a “Keystone” to Your Recruitment Success?
  3. 3. www.targetx.comIs Your Campus Visit a “Keystone” to Your Recruitment Success?
  4. 4. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Brands are mirrors.We purchasebased upon conformingself image.
  5. 5. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“I visitedcampus andit felt right!”
  6. 6. Is Your Campus Visit a “Keystone” to Your Recruitment Success?
  7. 7. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Your campus visit should be:AuthenticEngagingMemorable
  8. 8. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Most influential information in application process:Campus Visit 65%Parents/Family Members 39%Current Student/Graduates 33%Website 26%Printed Materials 25%Guidance Counselor 24%Guidance Counselor 24% Arts & Science Group Student Poll
  9. 9. Use the web most heavilyin researching colleges84%Eduventures Survey of 7,887 high school juniors and seniors as reported in The Chronicle of Higher Education71%Say the campus visit is themost trusted source ofinformationIs Your Campus Visit a “Keystone” to Your Recruitment Success?
  10. 10. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Noel-Levitz
  11. 11. Is Your Campus Visit a “Keystone” to Your Recruitment Success?But most college tour scriptsare numbingly similar, andinformation is not really thepoint. Students and theirfamilies are looking for theineffable moment when,through some alchemy ofatmosphere, setting or vibe,they suddenly know this isthe place for them.Read the LA Times Article
  12. 12. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Have a full time Campus Visit DirectorAnd, get them involved @ www.civsa.org
  13. 13. Is Your Campus Visit a “Keystone” to Your Recruitment Success?Worked with over250campuses!
  14. 14. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“It’s all about the experience!”
  15. 15. Is Your Campus Visit a “Keystone” to Your Recruitment Success?You’re already in the experience economy!AbsorptionImmersionActiveParticipationPassiveParticipationEducationEscapeEntertainmentEstheticIntegrate the four E’s/Experiences
  16. 16. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“I visited and it felt right!”(But it better look good!)“The study by the Association of Higher EducationFacilities Officers sought to determine “the relativeimportance of an institution’s physical assets on astudent’s choice of school,” so they surveyed about16,000 students from 46 colleges.More than half the respondents indicated that the“attractiveness of the campus” was essential orvery important in their decision where to attendschool. Students said that poorly maintained openspaces played a key role. And 50 percent eitherstrongly agreed or agreed with the statement,“When I first saw the campus, I knew this was theright college for me.”The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
  17. 17. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.Fix your “P” basics! ParkingPlumbingPlace3Birmingham-Southern College Office of Admission
  18. 18. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.Ten Tenets of “Experiences”1. Integrate Four E’s2.Aesthetics/Esthetics3. Real and Authentic4. Customization5. Sensory Engagement6. Emotional Engagement7. Anchored in Stories (not stats)8. Signature Moment9.Themes10. Mix in Memorabilia
  19. 19. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.
  20. 20. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.Tips for your student guidesDon’t be a “Tourbot”Be presentSet the expectationChoose your attitudeTell stories not statsWatch your pronounsClose the dealHave fun!
  21. 21. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.?What are your enrollment goals?Does your campus visit strategicallyand tactically support you towardsreaching them?
  22. 22. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.Lynn UniversityBoca Raton, FloridaPrivate1660 undergraduates24% international students from 78 nations123 lushly landscaped acres with six fresh water lakesHosted the last 2012 Presidential Debate
  23. 23. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.“It’s all about the community!”
  24. 24. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN
  25. 25. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN1600+ student visits14% increase in visitsEnrolled largestfreshmen class infive yearsRead the Inside Higher Ed Article
  26. 26. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNNHendrix CollegeConway, Arkansas (Little Rock suburb of 58,900)Private, four year national liberal arts collegeAffiliated with the United Methodist Church1415 students from 45 states and 13 countriesMember of the Colleges That Change Lives175 acresThis “Shangri-La north of Little Rock”proudly has no greek community
  27. 27. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN
  28. 28. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN2500+ visitors60% accepted students visit30% yield rate on visit10HendrixExperienceDays6 Paid Interns managing120Volunteer HEAT-airport shuttle drivers-campus walker guides-lunch hosts-residential walkers-logisitics-arranging overnights
  29. 29. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”
  30. 30. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch
  31. 31. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunchNational Signature Moment
  32. 32. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunchNational momentumIncreased enrollmentBetter profileIncreased visit and yieldImproved retention rate
  33. 33. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunchSouthern Methodist UniversityDallas, TexasPrivate (founded in 1911 by United Methodist Church)Ranks in top one-fourth of national universities11,000 students from 50 states and 50 countries,6,662 are undergraduate8 colleges and schools3 campuses (Dallas, Plano and Taos, NM)237 acres (Dallas campus)101 buildingsHome to 10 libraries including theGeorge W. Bush Presidential Library
  34. 34. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Intellectual Entreprenuership”
  35. 35. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”
  36. 36. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”“Life is too shortto go to college onan ugly campus.”R. Gerald Turner, SMU President
  37. 37. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCU
  38. 38. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUUniversity of North TexasDenton, Texas (suburban DFW city of 117,187)Public, student-focused research university with 12colleges and schools offering 97 bachelor’s, 85 master’sand 35 doctoral degrees857 acres165 buildingsFourth largest university in Texaswith “A green light to greatness.”
  39. 39. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCU20,200 visitors22 EagleAmbassadors(paid)2250 tours given
  40. 40. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle Ambassadors
  41. 41. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsMass Customization
  42. 42. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsGeneral ToursGraduate ToursGroup Tours VIP ToursTransfer Tours
  43. 43. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsEvening ToursPrivate ToursAthlete ToursAcademic ToursSpecialty Tours
  44. 44. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle Ambassadors
  45. 45. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsWalking-Riding Hybrid
  46. 46. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsThe BIG Picture0225045006750900000-01 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11 11-12Prospective StudentsParents/GuestsEXPO studentsTotal Tours Given
  47. 47. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.LUNCH AT LYNN“Sense of the Butt!”All families have lunch“Big Hair and Big Future”The building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsProspect to EnrolledYield Rate Comparison0%10.00%20.00%30.00%40.00%2008 2009 2010 2011 2012Non-Tour TakersTour Takers
  48. 48. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.“Sense of the Butt!”All families have lunchThe building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsTheis now all aboutcampus visityield.
  49. 49. Is Your Campus Visit a “Keystone” to Your Recruitment Success?The Impact of Facilities on Recruitment and Retention of Students by David Cain,Ph.D.& Gary L.Reynolds,P.E.“Sense of the Butt!”All families have lunchThe building is part of the message Mary Wright Admission Center, TCUEagle AmbassadorsTrend we’re noticing:many families are delayingtheiruntil after they’ve beenfirst visitaccepted.
  50. 50. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsYou are in control when theyvisit prior tobut, they are in controlwhen they visit afterapplyingacceptedthem.you’ve
  51. 51. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsFour year private national liberal arts collegeAffiliated with the United Methodist Church1250 students on 192 “Hilltop” acresMember of the Colleges That Change Lives
  52. 52. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to Birmingham
  53. 53. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to Campus
  54. 54. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to Campus
  55. 55. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to CampusConnect Emotionally to Faculty and Staff
  56. 56. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to CampusConnect Emotionally to Faculty and StaffConnect Emotionally to Current Students
  57. 57. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to CampusConnect Emotionally to Faculty and StaffConnect Emotionally to Current StudentsConnect Emotionally toEach Other
  58. 58. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle AmbassadorsConnect Emotionally to BirminghamConnect Emotionally to CampusSee ThemselvesGraduate from BSC
  59. 59. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors
  60. 60. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors
  61. 61. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors
  62. 62. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors
  63. 63. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors75%Deposit
  64. 64. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors75%Deposit
  65. 65. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchwww.targetx.comEagle Ambassadors75%Depositwww.targetx.com/slideshare
  66. 66. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchEagle Ambassadors75%Depositwww.renderexperiences.com
  67. 67. Is Your Campus Visit a “Keystone” to Your Recruitment Success?“Sense of the Butt!”All families have lunchThe building is part of the messageEagle Ambassadors75%DepositJeff KallayVP, Consultingkallay@targetx.comJeff KallayCofounderand CEOjeff@renderexperiences.comwww.targetx.com/slideshare
  68. 68. Jeff KallayVP, ConsultingTargetXIs Your Campus Visit a“Keystone” to YourRecruitment Success?

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