We firmly believe that an interactive campus map is an essential online recruiting tool for every college or university. Recent data suggests that 84% of prospective students found a campus visit as a credible source in the college decision process. Another study showed that 77% of prospective students found a campus visit request form on a website to have a lot of value. This data shows the importance of your campus to a student’s final decision making process. Having an interactive campus map opens up the top of your recruitment funnel and is an essential tool for online recruitment. This presentation will dive deeply into the stats, ROI and the story of why this is an essential online recruitment tool. It could easily be argued that it is the most important feature on a college website.

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

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

6. Who has a map ?

7. Map Audiences

8. It’s All About Recruitment!

9. It’s All About 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

10. Prospective Student Decision Process

11. Lots of Choices

12. How to Narrow the List?

13. Visit Campuses!

14. You Can’t Visit Every School

15. It’s Just Too Expensive and Takes Too Much Time

16. Most Important Web Features Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com

17. Most Used Social Media Resources Data from Noel-Levitz 2010 E-Expectations– www.noellevitz.com

18. Credible Sources in Decision Process Data from Hobsons, 2010 - www.hobsons.com

19. Looking at 48 institutions… 69% had virtual tours 41% included a map Only one was trying out mobile Other Research

20. 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

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

22. Building A Business Case

23. 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

24. 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!

25. 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!

26. Value Of Campus Tour

27. 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!

28. Drive More Campus Visitors Interactive Campus Map Visit Campus Application

29. 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!

30. Do You Think 1,000 People Would View Your Map In A Month?

31. Then Having A Map Is Worth $60,000! Per Month!

32. ROI Spreadsheet http://bit.ly/map-roi

33. Things Not To Do

34. Use Flash – it’s inaccessible and creates an 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

35. Where Do I Start? http://www.uky.edu/CampusGuide/

36. Too Many Options http://map.emory.edu/

37. Slow Load Times http://www.campustours.com/prodfeatures/suffolk/

38. Confuse UsersTotally Different Direction http://www.virtualtour.potsdam.edu/index.php

39. Tips - Creating A Great Virtual Map

40. 1. Make It Interesting

41. USC Upstate Map http://uscupstate.edu/map/

42. 2. Make It Real

43. Belmont University Map http://belmont.edu/interactivemap/

44. 3. Make It Easy

45. Anderson University Map http://www.andersonuniversity.edu/interactivemap.aspx

46. 4. Make It Yours

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

48. Future Of The Web

49. Rise of the Social Web

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

52. Michael Fienenmichael@nucloud.comtwitter.com/fienen