PACAC Is Your Campus Visit Keystone to Your Recruitment Success?

Jeff KallayVP, Consulting

TargetX

Is Your Campus Visit a “Keystone” to Your

Recruitment Success?

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?

www.targetx.comIs Your Campus Visit a “Keystone” to Your Recruitment Success?

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Brands are mirrors.

We purchasebased upon conforming

self image .

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

“I visited campus and it felt right!”

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Your campus visit should be:

AuthenticEngaging

Memorable

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

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 themost trusted source of information

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Noel-Levitz

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

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Have a full time Campus Visit Director

And, get them involved @ www.civsa.org

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

Worked with over 250 campuses!

Is Your Campus Visit a “Keystone” to Your Recruitment Success?

“It’s all about the experience!”

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

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.

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! ParkingPlumbing

Place

3

Birmingham-Southern College Office of Admission

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/Esthetics3. Real and Authentic

4. Customization 5. Sensory Engagement

6. Emotional Engagement7. Anchored in Stories (not stats)

8. Signature Moment9. Themes

10. Mix in Memorabilia

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.

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 attitudeTell stories not stats

Watch your pronounsClose the deal

Have fun!

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?

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 lakes

Hosted the last 2012 Presidential Debate

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!”

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

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

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 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 acres

This “Shangri-La north of Little Rock” proudly has no greek community

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

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

10 Hendrix Experience Days

6 Paid Interns managing120 Volunteer HEAT-airport shuttle drivers-campus walker guides-lunch hosts-residential walkers-logisitics -arranging overnights

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!”

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

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

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 momentumIncreased enrollment

Better profileIncreased visit and yieldImproved retention rate

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 UniversityDallas, Texas Private (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 buildings

Home to 10 libraries including the George W. Bush Presidential Library

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”

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”

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

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

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 TexasDenton, 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 degrees857 acres165 buildings

Fourth largest university in Texaswith “A green light to greatness.”

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

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

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

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 AmbassadorsGeneral Tours

Graduate ToursGroup Tours VIP Tours

Transfer Tours

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 ToursPrivate Tours

Athlete ToursAcademic ToursSpecialty Tours

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

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

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 StudentsParents/GuestsEXPO studentsTotal Tours Given

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 EnrolledYield Rate Comparison

0%

10.00%

20.00%

30.00%

40.00%

2008 2009 2010 2011 2012

Non-Tour TakersTour Takers

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 visityield .

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 .

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

accepted them.you’ve

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 collegeAffiliated with the United Methodist Church

1250 students on 192 “Hilltop” acresMember of the Colleges That Change Lives

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

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

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

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 CampusConnect Emotionally to Faculty and Staff

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 CampusConnect Emotionally to Faculty and Staff

Connect Emotionally to Current Students

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 CampusConnect Emotionally to Faculty and Staff

Connect Emotionally to Current Students

Connect Emotionally to Each Other

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 CampusSee Themselves Graduate from BSC

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

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

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

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

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

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

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

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 KallayVP, Consultingkallay@targetx.com

Jeff KallayCofounderand CEO

jeff@renderexperiences.com

www.targetx.com/slideshare

Jeff KallayVP, Consulting

TargetX

Is Your Campus Visit a “Keystone” to Your

Recruitment Success?