Interactive Campus Map: An Essential Recruitment Tool
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Transcript of Interactive Campus Map: An Essential Recruitment Tool
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The Interactive Campus MapAn Essential Recruitment Tool
Kyle James@KyleJames
CEO @nuCloudFounder @eduGuru
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Virtual Tour
• Creating a virtual experience without
actually being there
• Picture, video, audio
Interactive Map vs Virtual Tour
Interactive Map
• Interacting with a user
• Providing a means to give input and
get results
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So an interactive map is
always a virtual tour, but a
virtual tour isn’t always an
interactive map.
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5 Reasons an Interactive Map is Essential
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1. Vital to Recruitment
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• 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
It’s All About Recruitment!
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The Prospective Decision Process
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Lots of Choices
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How to Narrow the List?
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Visit Campuses!
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You Can’t Visit Every School
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Too Expensive & Too Much Time
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Most Important Web Features
Data from Noel-Levitz – www.noellevitz.com
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Most Used Social Media Resources
Data from Noel-Levitz – www.noellevitz.com
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Credible Sources in Decision Process
Data from Hobsons - www.hobsons.com
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2. Vital web feature
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• 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
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Suite of Killer Web Apps
Interactive Tours
Course Catalogs
Common App
Net Price Calculator
Event Calendar
Online Videos
Blogs
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3. Tangible Return on Investment
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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
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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!
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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!
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Value Of Campus Tour
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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!
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Drive More Campus Visitors
Interactive Campus Map
Visit Campus
Application
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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!
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Do You Think 1,000 People Would View Your
Map In A Month?
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Then Having A Map Is Worth $60,000!
Per Month!
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ROI Spreadsheet
http://bit.ly/map-roi
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4. Important for all external audiences
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Alumni
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Current Students
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Athletic Fans
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Event Speakers
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Conferences
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Campers
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Other Events
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Prospective Students
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5. Everyone else has one already
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Research - See what others are doing
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Things Not To Do
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• Use Flash – it’s inaccessible and creates a 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
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Where Do I Start?
http://www.uky.edu/CampusGuide/
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Too Many Options
http://map.emory.edu/
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Slow Load Times
http://www.campustours.com/prodfeatures/suffolk/
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Confusing
http://www.virtualtour.potsdam.edu/index.php