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The Interactive Campus MapAn Essential Recruitment Tool
Kyle James@KyleJamesCEO @nuCloudFounder @eduGuru
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
So an interactive map is always a virtual tour, but a virtual tour isn’t always an
interactive map.
5 Reasons an Interactive Map is Essential
1. Vital to Recruitment
• 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!
The Prospective Decision Process
Lots of Choices
How to Narrow the List?
Visit Campuses!
You Can’t Visit Every School
Too Expensive & Too Much Time
Most Important Web Features
Data from Noel-Levitz – www.noellevitz.com
Most Used Social Media Resources
Data from Noel-Levitz – www.noellevitz.com
Credible Sources in Decision Process
Data from Hobsons - www.hobsons.com
2. Vital web feature
• 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
Suite of Killer Web Apps
Interactive ToursCourse CatalogsCommon AppNet Price CalculatorEvent CalendarOnline VideosBlogs
3. Tangible Return on Investment
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
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!
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!
Value Of Campus Tour
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!
Drive More Campus Visitors
Interactive Campus Map
Visit Campus
Application
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!
Do You Think 1,000 People Would View Your
Map In A Month?
Then Having A Map Is Worth $60,000!
Per Month!
ROI Spreadsheet
http://bit.ly/map-roi
4. Important for all external audiences
Alumni
Current Students
Athletic Fans
Event Speakers
Conferences
Campers
Other Events
Prospective Students
5. Everyone else has one already
Research - See what others are doing
Things Not To Do
• 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
Where Do I Start?
http://www.uky.edu/CampusGuide/
Too Many Options
http://map.emory.edu/
Slow Load Times
http://www.campustours.com/prodfeatures/suffolk/
Confusing
http://www.virtualtour.potsdam.edu/index.php