Are College Visits Dying?Presented by Tyler Ricossa

MKTG 7546: Trend AssessmentUniversity of Memphis

Intro to Technology Trend Influence of Websites and Tours Create a Trend in

Higher Education

65% of seniors had visited in the last week 90% in the last month

85% of seniors said that a campus tour was of interest to them

75% cited that a college’s website was influential in their enrollment process

Virtual Campus Tours are the solution

Are College Visits Dying? Virtual tours are seen as a vital tool

Nothing can replace the atmosphere one might experience in person

69.4% applied to 3 or more institutions Up from 42% in 2007

23.6% applied to more than 7

Increase in apps causes uncertainty in the decision making process

Case 1: YouVisit.com More than 600 virtual campus tours

Only 20 in its first year Perfect for students/families that are

unable to visit multiple colleges in person 85% of undergraduate students receive

aid Fully integrated concept:

Web, mobile, and Facebook

Potential Application 1: Hotel Industry Virtual Tours Concept can be

easily transferrable to hotel industry

Hotels are always wanting to market to potential guests

Consumers are interested in the visual appeal of a virtual tour

Case 2: Google Invites Colleges To Go Virtual

University Mapping Contest in 2012

27 colleges in first year Now, 83 American

colleges & 191 international colleges

Duke University explored Google Hangouts Over 1,000 students

attended a session

Potential Application 2: City Tourism Center Partnerships Increase in guests

results in city revenue. Google Street View

Partner Program allows mapping customization

Gives potential tourists a “virtual taste” of the best a town has to offer

Marketing Landscape Trend will significantly impact the way

students perceive an institution prior to visiting.

“It is imperative that institutions give a positive, lasting first impression; whether it is in person at an event, or online, as we see more and more students researching information.”

“We have to win students over before we even meet them.”

Consumer Segments & Specific Industries Segments impacted are high school

students and adults looking at colleges

Industries impacted are those who already utilize virtual tour technology Real Estate industry has room for

improvement through popularity among younger consumers

Trend Change & Competitive Advantage The trend is not the be-

all and end-all aspect of the recruiting/marketing

Potential for change through the integration of social media

Focus on our direct competitors

Stay informed on trends in higher education

Virtual Tours get the students. Although virtual tours will not

necessarily kill an institutions college visit program, it is necessary to increase its marketability among prospective students

Students use and want advancing technology

Pictures aren’t enough anymore, they want a 360-degree perspective