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The Interactive Campus Map: An Essential Online Recruiting Tool<br />Kyle Jameskyle@nucloud.comtwitter.com/kylejames<br />Michael Fienenmichael@nucloud.comtwitter.com/fienen<br />

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Who Are We<br />Experienced - 15+ years of Higher Education and Web Experience and years of web development on the side<br />Thought Leaders - Founder and writing staff members at .eduGuru, an award winning higher education marketing and development blog<br />

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Interactive Map vs Virtual Tour<br />Virtual Tour<br /><ul><li>Creating a virtual experience without actually being there

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Picture, video, audio</li></ul>Interactive Map<br /><ul><li>Interacting with a user

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Providing a means to give input and get results</li></li></ul><li>So an interactive map is always a virtual tour, but a virtual tour isn’t always an interactive map.<br />

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Who has a map ?<br />

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Map Audiences<br />

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It’s All About Recruitment!<br />

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It’s All About Recruitment!<br />USA Today - instructs prospective students to take virtual tours as the #1 step before actually visiting a college.<br />Open up the top of your recruitment funnel with a virtual tour of your campus<br />http://www.usatoday.com/money/perfi/college/2008-08-13-control-costs-of-college-visits_N.htm <br />

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Prospective Student Decision Process<br />

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Lots of Choices<br />

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How to Narrow the List?<br />

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Visit Campuses!<br />

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You Can’t Visit Every School<br />

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It’s Just Too Expensive and <br />Takes Too Much Time<br />

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Most Important Web Features<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />

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Most Used Social Media Resources<br />Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com<br />

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Credible Sources in Decision Process<br />Data from Hobsons, 2010 - www.hobsons.com<br />

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Looking at 48 institutions…<br />69% had virtual tours<br />41% included a map<br />Only one was trying out mobile<br />Other Research<br />

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A tour is “singlehandedly the most important element” of a college website. --Ron Reis, Co-founder YOUniversity<br />Students will “get frustrated very quickly if they can’t get the 10,000-foot view.”--Chris Carson, President CampusTours<br />How Important is a Virtual Tour?<br />*Quote from - http://www.universitybusiness.com/viewarticle.aspx?articleid=1122 <br />

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Interactive Tours<br />Course Catalogs<br />Common App<br />Net Price Calculator<br />Event Calendar<br />Online Videos<br />Blogs<br />An Interactive Tour is Part of a Suite of Killer Web Apps<br />

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Building A Business Case<br />

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Establishing ROI<br />If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.<br />*All numbers are created as examples<br />

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Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Yearly Discount = $10,000<br />Student Value = 3 * ($20,000 - $10,000)<br />So a Student is worth$30,000!<br />

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Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br />So an Applicant is worth$6,000!<br />

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Value Of Campus Tour<br />

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Let’s Do Some Math<br />Application Value = $6,000<br />Conversion Rate of Visits to Applicant = 20%<br />Value of Visit = $6,000 * .2<br />So Each Student Visit is Worth $1,200!<br />

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Drive More Campus Visitors<br />Interactive Campus Map<br />Visit Campus<br />Application<br />

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Let’s Do Some Math<br />Visit Value = $1,200<br />Conversion of Map to Visit = 5%<br />Value of a Map View = $1,200 * .05<br />So Each Map View is Worth$60!<br />

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Do You Think 1,000 People Would View Your Map In A Month?<br />

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Then Having A Map Is Worth $60,000!<br />Per Month!<br />

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ROI Spreadsheet<br />http://bit.ly/map-roi<br />

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Things Not To Do<br />

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Use Flash – it’s inaccessible and creates an maintenance nightmare<br />Only images – Include more content than just a map with some photo galleries. Tours need context.<br />Ignore updates – Keep building information and imagery fresh. You virtual tour needs the power to entice real visits.<br />Things Not To Do With A Map<br />

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Where Do I Start?<br />http://www.uky.edu/CampusGuide/<br />

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Too Many Options<br />http://map.emory.edu/<br />

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Slow Load Times<br />http://www.campustours.com/prodfeatures/suffolk/<br />

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Confuse UsersTotally Different Direction<br />http://www.virtualtour.potsdam.edu/index.php<br />

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Tips - Creating A Great Virtual Map<br />

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1. Make It Interesting<br />

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USC Upstate Map<br />http://uscupstate.edu/map/ <br />

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2. Make It Real<br />

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Belmont University Map<br />http://belmont.edu/interactivemap/ <br />

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3. Make It Easy<br />

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Anderson University Map<br />http://www.andersonuniversity.edu/interactivemap.aspx <br />

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4. Make It Yours<br />

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University of Missouri Map<br />http://admissions.missouri.edu/visit/virtual-tours.php <br />

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Future Of The Web<br />

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Rise of the Social Web<br />

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Always on the Mobile Web<br />The future of a tour is self guided tours that people can take with their phone as they walk around your campus<br />

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Questions?<br /><ul><li>Kyle Jameskyle@nucloud.comtwitter.com/kylejames

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Michael Fienenmichael@nucloud.comtwitter.com/fienen</li>