Enhancing Your Visitor Experience Through a Virtual Tour
A WKU Case Study
Kyle James@KyleJamesCEO @nuCloud
Corie Martin@CorieMartin
Manager of Creative Web Services @WKU
Approaching the Online Experience
• About WKU– 4-year public– 21,000 + Students on 4 campuses– 3rd largest university in Kentucky
• 2010/2011 Website Redesign / CMS adoption– Prospective student focused content strategy– Included new virtual tour
Something for all audiences
Alumni
Events on Campus
Developments to Campus
Current Students
Event and department locations, way-finding, Parent’s Weekend info and more
Athletic Fans
Direct fans to tailgating locations, venues, special events, parking and more
Community & Special Events
Conferences
Campers
Prospective Students
Vital to Recruitment
Milestone Cycle
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
• USA Today instructs prospective students to take virtual tours as the #1 step before actually visiting a college
• Fox Business instructs families to take a virtual tour to cut the cost of college visits
• The New York Times reports universities are turning to the internet for virtual tours
In The News
http://fxn.ws/GCTyEv
http://nyti.ms/RpfdI3
http://usat.ly/6VXzE0
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.
How Are You Competing?
• Let’s talk about this….– How about examples of other interactive media
that colleges use• Email blasts• Print media/direct mail• Facebook• Custom Social Networks• Foursquare? Others?
• Dated 360 imagery
• Poorly branded
• Managed by Admissions
• Little interactivity
• No information or call-to-action
• Dated and BOOORING
Our Old Map
Our Old Campus Map
Our New Campus Map
Our Virtual Tour
http://www.wku.edu/tour/
Our Mobile Tour
http://www.wku.edu/tour/
Our Tour on Facebook
https://www.facebook.com/WKUNews
The Data
Physical Campus Tour Is Critical
Data from Noel-Levitz – www.noellevitz.com
Most Important Web Features
Data from Noel-Levitz – www.noellevitz.com
Credible Sources in Decision Process
Data from Hobsons - www.hobsons.com
49% of Prospects are Influenced
Data from Noel-Levitz – www.noellevitz.com
Why Aren’t More Schools Doing It?
Data from Noel-Levitz – www.noellevitz.com
Building an ROI Case for this Project
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
What is the value of a Student?
• 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!
What is the value of an Applicant?
• 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
What is a Campus Visit Worth?
• 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
What is a Virtual Tour Visit Worth?
• 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
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.suffolk.edu/virtualtour/
Confusing
http://www.virtualtour.potsdam.edu/index.php
Don’t Fail!
Interactive Maps & Virtual Tours
No FlashEmbed AnywhereFacebook ReadyMobile Optimized508 ComplianceGoogle AnalyticsMap CMS BackendCustomizable Options
Questions?
Kyle James@KyleJames
Corie Martin@CorieMartin
