PACAC Is Your Campus Visit Keystone to Your Recruitment Success?

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Presentation given by TargetX and Render Experiences Jeff Kallay at the 50th PACAC conference in Seven Springs, PA.

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PACAC Is Your Campus Visit Keystone to Your Recruitment Success?

  1. 1. Jeff Kallay VP, Consulting TargetX Is Your Campus Visit a “Keystone” to Your Recruitment 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 Giveaway Is Your Campus Visit a “Keystone” to Your Recruitment Success?
  3. 3. www.targetx.com Is 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 purchase based upon conforming self image.
  5. 5. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “I visited campus and it 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: Authentic Engaging Memorable
  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 heavily in researching colleges84% Eduventures Survey of 7,887 high school juniors and seniors as reported in The Chronicle of Higher Education 71% Say the campus visit is the most trusted source of information Is 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 scripts are numbingly similar, and information is not really the point. Students and their families are looking for the ineffable moment when, through some alchemy of atmosphere, setting or vibe, they suddenly know this is the 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 Director And, 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! Absorption Immersion Active Participation Passive Participation Education Escape Entertainment Esthetic Integrate 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 Education Facilities Officers sought to determine “the relative importance of an institution’s physical assets on a student’s choice of school,” so they surveyed about 16,000 students from 46 colleges. More than half the respondents indicated that the “attractiveness of the campus” was essential or very important in their decision where to attend school. Students said that poorly maintained open spaces played a key role. And 50 percent either strongly agreed or agreed with the statement, “When I first saw the campus, I knew this was the right 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! Parking Plumbing Place 3 Birmingham-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’s 2.Aesthetics/Esthetics 3. Real and Authentic 4. Customization 5. Sensory Engagement 6. Emotional Engagement 7. Anchored in Stories (not stats) 8. Signature Moment 9.Themes 10. 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 guides Don’t be a “Tourbot” Be present Set the expectation Choose your attitude Tell stories not stats Watch your pronouns Close the deal Have 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 strategically and tactically support you towards reaching 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 University Boca Raton, Florida Private 1660 undergraduates 24% international students from 78 nations 123 lushly landscaped acres with six fresh water lakes Hosted 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 LYNN 1600+ student visits 14% increase in visits Enrolled largest freshmen class in five years Read 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 LYNN Hendrix College Conway, Arkansas (Little Rock suburb of 58,900) Private, four year national liberal arts college Affiliated with the United Methodist Church 1415 students from 45 states and 13 countries Member of the Colleges That Change Lives 175 acres This “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 LYNN 2500+ visitors 60% accepted students visit 30% yield rate on visit 10HendrixExperienceDays 6 Paid Interns managing 120Volunteer 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 lunch National 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 lunch National momentum Increased enrollment Better profile Increased visit and yield Improved 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 lunch Southern Methodist University Dallas, Texas Private (founded in 1911 by United Methodist Church) Ranks in top one-fourth of national universities 11,000 students from 50 states and 50 countries, 6,662 are undergraduate 8 colleges and schools 3 campuses (Dallas, Plano and Taos, NM) 237 acres (Dallas campus) 101 buildings Home to 10 libraries including the George 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 short to go to college on an 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, TCU University of North Texas Denton, Texas (suburban DFW city of 117,187) Public, student-focused research university with 12 colleges and schools offering 97 bachelor’s, 85 master’s and 35 doctoral degrees 857 acres 165 buildings Fourth largest university in Texas with “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, TCU 20,200 visitors 22 Eagle Ambassadors (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, TCU Eagle 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, TCU Eagle 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, TCU Eagle Ambassadors General Tours Graduate Tours Group Tours VIP Tours Transfer 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, TCU Eagle Ambassadors Evening Tours Private Tours Athlete Tours Academic Tours Specialty 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, TCU Eagle 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, TCU Eagle 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, TCU Eagle AmbassadorsThe BIG Picture 0 2250 4500 6750 9000 00-01 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11 11-12 Prospective Students Parents/Guests EXPO students Total 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, TCU Eagle AmbassadorsProspect to Enrolled Yield Rate Comparison 0% 10.00% 20.00% 30.00% 40.00% 2008 2009 2010 2011 2012 Non-Tour Takers Tour 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 lunch The building is part of the message Mary Wright Admission Center, TCU Eagle Ambassadors The is now all about campus visit yield.
  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 lunch The building is part of the message Mary Wright Admission Center, TCU Eagle Ambassadors Trend we’re noticing: many families are delaying their until after they’ve been first visit accepted.
  50. 50. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors You are in control when they visit prior to but, they are in control when they visit after applying acceptedthem.you’ve
  51. 51. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors Four year private national liberal arts college Affiliated with the United Methodist Church 1250 students on 192 “Hilltop” acres Member 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 lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham
  53. 53. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus
  54. 54. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus
  55. 55. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus Connect Emotionally to Faculty and Staff
  56. 56. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus Connect Emotionally to Faculty and Staff Connect Emotionally to Current Students
  57. 57. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus Connect Emotionally to Faculty and Staff Connect Emotionally to Current Students Connect Emotionally to Each Other
  58. 58. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle AmbassadorsConnect Emotionally to Birmingham Connect Emotionally to Campus See Themselves Graduate from BSC
  59. 59. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors
  60. 60. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors
  61. 61. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors
  62. 62. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors 75% Deposit
  63. 63. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors 75% Deposit
  64. 64. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch www.targetx.com Eagle Ambassadors 75% Deposit www.targetx.com/slideshare
  65. 65. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch Eagle Ambassadors 75% Deposit www.renderexperiences.com
  66. 66. Is Your Campus Visit a “Keystone” to Your Recruitment Success? “Sense of the Butt!”All families have lunch The building is part of the message Eagle Ambassadors 75% Deposit Jeff Kallay VP, Consulting kallay@targetx.com Jeff Kallay Cofounder and CEO jeff@renderexperiences.com www.targetx.com/slideshare
  67. 67. Jeff Kallay VP, Consulting TargetX Is Your Campus Visit a “Keystone” to Your Recruitment Success?

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