pacac 50th "keystone campus visit"
DESCRIPTION
Presented at the 50th annual PACAC conference at Seven SpringsTRANSCRIPT
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
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
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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, [email protected]
Jeff KallayCofounderand CEO
www.targetx.com/slideshare
Jeff KallayVP, Consulting
TargetX
Is Your Campus Visit a “Keystone” to Your
Recruitment Success?