What Makes a Campus Tour Memorable and Effective?

880 views

Published on

May 17, 2013
June 13, 2013

The Campus Tour. Every college and university offers one. The problem is some are not as effective as they could be, and that has a direct impact on yield and enrollment. And we have the research to prove it.

Find out:
- Which aspects of the campus tour have the greatest influence on decision-making
- How campus tours compare with each other across the country
- What you need to know to make your tour an interactive and effective recruiting tool

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
880
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

What Makes a Campus Tour Memorable and Effective?

  1. 1. What Makes a CampusTour Memorable andEffective?Jeanne Gosselin, Senior ConsultantPaskill Stapleton & LordFriday, May 17, 20131
  2. 2. What Makes a Campus Tour Memorable and Effective?What We Know• Prospective students are 65% more likely toattend a college they visited• A tour offers possibly the only glimpse of thereality of college life• Meeting user expectations is key to closing2
  3. 3. What Makes a Campus Tour Memorable and Effective?The survey sampleThe Survey• Colleges: small, large, private and public;all granting bachelor’s degrees• 1st and 2nd year, full-time, undergraduates• Over 8,000 students surveyed3
  4. 4. What Makes a Campus Tour Memorable and Effective?We asked students:How influential was the tour in making your decision to attend?60%Tour was a positive factor in their decision to attend22%Tour did not make a difference, would have attended anyway15%Tour confirmed it was the right place for them4
  5. 5. What Makes a Campus Tour Memorable and Effective?Objective:Reality Check• Are we depicting the college / universitythey will attend or the one we want themto see?• Spin vs gritty reality• Experience is more important thanpresentation5
  6. 6. What Makes a Campus Tour Memorable and Effective?We asked students:What parts of the tour experience are most closelyaligned with the reality of campus life?1. Facilities generally just as nice as depicted on the tour2. Got a good sense of the people and the place3. Faculty and staff are as friendly and helpful as they were in the tour4.Tour guide like many of the people I have met here5. Understood what my life would be likeListed from most closely aligned (#1) to least closely aligned (#5).6
  7. 7. What Makes a Campus Tour Memorable and Effective?Are these the staff I want toassist me and support methrough my college life?• Meeting expectations• The litmus test: helpfulness ofadmissions AND financialservices7
  8. 8. What Makes a Campus Tour Memorable and Effective?Are thesethe peopleI want to befriends with?8
  9. 9. What Makes a Campus Tour Memorable and Effective?Are thesethe facultyI want toteach myclasses?9
  10. 10. What Makes a Campus Tour Memorable and Effective?Is this environmentI want to live in?Can this be home?10
  11. 11. What Makes a Campus Tour Memorable and Effective?We asked students:Based solely on the campus tour, whatdo you wish you had been given a bettersense of ?Students said:1. Academics: classes and academic rigor2. Surrounding community / city3. Student life: clubs, activities, and campus life4. The students; who the people are at my school5. Residence halls6. Dining services11
  12. 12. What Makes a Campus Tour Memorable and Effective?We asked students:What, if anything, during your campus tourexperience really impressed youpositively about the school?Students said:1. The tour guide’s enthusiasm for the school2. Easy to get around campus3. The beauty of the campus4. The campus facilities for academics including labs,classrooms, and libraries5. Student life spaces including residence halls andstudent center12
  13. 13. What Makes a Campus Tour Memorable and Effective?How does yourtour stack up?13
  14. 14. What Makes a Campus Tour Memorable and Effective?We asked students:How many OTHER collegetours did you take?54% – 1 to 3 other college tours26% – 4 to 6 other college tours14% – None, this was the only tour I took6% – 7 or more other college tours14
  15. 15. What Makes a Campus Tour Memorable and Effective?Comparing the tour at yourschool to the others, how wouldyou rate your school’s tour?58% – of students said that their school had a tourvery similar to others they had seen.34% – of students said that their school had thebest tour compared to others they had seen.We asked students:15
  16. 16. What Makes a Campus Tour Memorable and Effective?The tour guide: a closer?16
  17. 17. What Makes a Campus Tour Memorable and Effective?How would you rate your tour guideas a representative of your school?50% – Good representative; enthusiastic andinformative; positive influence31% – Excellent representative; confirmed that thecollege is exactly the right place for me17% – Fair representative but did not influenceme either way2% – Poor representative of the College/UniversityWe asked students:17
  18. 18. What Makes a Campus Tour Memorable and Effective?Always room forimprovement• Be memorable and distinctive.• Leave them with good feelings about theexperience that translate to the institution.• Different only works if it is meaningful.18
  19. 19. What Makes a Campus Tour Memorable and Effective?Q&A19
  20. 20. THANK YOUJeanne GosselinSenior Consultantjgosselin@psandl.com413.739.5289Janet SieffBusiness Developmentjanet@psandl.com412.904.313320

×