4 Ways Virtual Reality Could Change Higher Education Marketing

Every major development in technology has provided universities with new ways to tell their story, as well as attract and interact with potential students. Take the internet, for example, which provided colleges with the opportunity to broaden their reach and develop new education methods. Or consider Facebook, where higher education marketers are now able to advertise to potential students based on a variety of factors such as education, interests, jobs and behaviors.

Veteran higher education marketers have experienced just how much these technologies have alerted the industry over the past 20 years, yet recent changes may merely be the start of a monumental shift in the higher education paradigm. One of the driving forces of this shift could be virtual reality, which has the potential to modify numerous aspects of higher education, including how universities attract and educate students. To further highlight just how major of an impact that this developing technology could have, below I’ll examine 4 ways that virtual reality could alter higher education marketing.

A More Personal Brand Story

One of the essential components of effective marketing is a personal brand story. Within these stories, universities will need to answer questions such as: What makes the school unique? Why should I attend school here? What are the benefits of obtaining a degree? The more personal and unique that these brand stories are, the more the university will stand out from the competition.

Lately, universities have been leveraging online videos as a method for telling their brand story. Although these videos have been effective, the limitations of video as a medium can restrict universities from accurately portraying the whole spectrum of experiences that may come with studying at their school or being on campus. For example, consider a popular structure for brand stories where the video takes the viewer through a series of campus experiences, such as cheering at a sold-out athletic event or spending time in the library. Now, consider that story again, but instead of simply staring at a screen, you’re actually at the sporting event hearing the roar of the crowd and sensing the energy in the arena or exploring through the many floors of the prestigious library. With virtual reality, these type of sensual experiences are potentially possible, which would then provide colleges with the ability to leverage all of their resources to develop a brand story that is truly personal and unique to the university. Virtual reality could also personalize the student experience as well, for a brand story could end with a direct welcome from the University’s President in her or his office, along with a quick Q&A session.

Improved Student Testimonials

Program testimonials are a chance for higher education marketers to showcase the value of obtaining a degree from their university, with popular strategies including videos, essays or snippets of comments that highlight the student experience. These testimonials should offer potential students insight on what a program or school may be like, yet most tend to feel extremely generic and scripted, especially considering that these are testimonials for what could end up being a $30,000+ investment.

Virtual reality could assist higher education marketers in improving student testimonials to provide a more honest and accurate representation of the value of a degree. An example of this could be taking a potential student through an intimate story via virtual reality where the observer could directly experience and feel what a former student’s life was before, during and after obtaining a degree (ex. a story that highlights the growth of an individual from working a minimum wage job to becoming an award-winning scientist). These stories will obviously differ for each former student, but the goal here is to provide potential students with palpable content that is not only personal (ex. matches their interests and personality), but also exemplifies how a degree from the university can change and improve one’s life. The more that this change is able to be felt and experienced, the better the individual can infer the value of a degree from the given university.

Virtual Tour

Virtual tours can be a great way for students to develop better insight on the university, as well as the academic experience as a whole. Although similar to the brand story example noted above, virtual tours will be different in that the student will be the one dictating the experience, as opposed to a university attempting to tell a story. Once fully implemented, virtual tours should be able to allow students to explore the university campus, programs and curriculum alongside a personal virtual assistant.

Being a modern take on the concept within “choose-your-own-adventure” novels, each and every virtual tour will be personalized based upon any question or concern that a potential student may have. This is where the personal virtual assistant will be key, as they can converse with the potential student and quickly adjust the tour so that it fits the contour of the viewer’s psyche. This approach may also have the chance to alter the communication process between university marketing departments and potential students, as the virtual assistant, due to it being personal in nature, should be able to increase the volume and quality of information provided by the student (as opposed to bothering students via phone calls or emails). Virtual tours could also make the experience of the potential student more personal due to questions or concerns being answered not via words, but actual experience.

Virtual Classrooms

With virtual reality, the line between an on-campus and online student could become remarkably fuzzy if virtual classrooms are implemented. Within these virtual classrooms, the environment should be so similar that the experience between being in the classroom on campus vs. being in the classroom virtually will be unidentifiable until the off-campus student takes off their virtual reality headset. This means that an online student will be able to fully experience an on-campus class from hundreds, even thousands of miles away. This can greatly improve the online education experience where online students may feel isolated from their peers, instructors or even universities. With virtual classrooms, potential students would also be able to sit in on a class to get a sense of what their higher education experience may be like.

From a marketing perspective, virtual classrooms would provide higher education marketers with the opportunity to market their university’s prestigious campus and award-winning faculty to online students. Additionally, with virtual classrooms, universities would be better equipped to assist with the educational needs of their community, or even showcase sold out lectures and on-campus events to a broader audience with little effort on part of the university.

Although currently in development, virtual reality has a chance to make monumental changes to higher education marketing, as well as the education paradigm as a whole. And as the advancement of technology continues to accelerate, look for the implementation of virtual reality within higher education to come quicker than one may assume.

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

Why Snapcodes Are the Future of Higher Ed Marketing

Snap Inc. has been a publicly traded company for over a month now and is starting to feel the heat. Facebook recently unveiled their own version of the “stories” feature that utilizes smart filters resembling Snapchat’s popular “lenses.” Instagram has also been competing for a slice of Snapchat’s 150-million active users, adding their own “stories” feature in August of last year. Since then, Snapchat story views have declined by roughly 40 percent. So what has Snapchat created to stay ahead of the competition? Snapcodes.

Snapchat has reinvented the QR code and made them accessible for businesses and users alike, opening up a whole new advertising medium. Snapchat had already implemented this technology for users to easily add each other as friends on the social media app but have taken it a step further and allowed both users and brands to create snapcodes that direct users to a custom URL. While only 21 percent of American smartphone users reported using QR codes, Snapchat’s take on this technology is more promising because of their immense base of users, and, unlike QR codes, users don’t have to download or use another app to take advantage of them.

Now that snapcodes are becoming increasingly popular, let’s take a look at how snapcodes can be used to reinvent your higher education marketing strategy.

Snapcode Marketing Ideas

Desktop has traditionally been viewed as the primary source for reaching potential students, but higher education marketers need to consider that 2017 is the year of mobile. In fact, mobile-only internet usage is being driven primarily by Millennials, with 21 percent abandoning desktop computers altogether. Additionally, Snapchat is reportedly reaching 41 percent of 18 to 34 year olds in the U.S. daily. Add this impressive reach with the interactive aspect of snapcodes and you have the perfect avenue for higher education marketers to engage potential students and generate more leads.

Snapcodes For Digital Marketing

Instead of adding a plain, boring URL at the bottom of an advertisement, brands can now add a snapcode that stands out and grabs the audience’s attention. A custom snapcode can be created in under a minute from a mobile phone or desktop and can be used in television ads, on posters, as stickers, and more. The possibilities are endless.

Snapcodes for Rocky Horror

Credit: FOX

The first instance of snapcode marketing was used during The Rocky Horror Picture Show live television event. Rocky Horror is known for its audience participation, making it a prime choice to feature the first snapcode used on television. Snapcodes were used between the show and commercials to lead the audience to exclusive Rocky Horror content as part of Snapchat’s “Snap to Unlock” campaign. Sprite, Uber, and NBC Universal have executed “snap to unlock” marketing campaigns as well that unlock special edition Snapchat lenses, geofilters, and product websites.

Rocky Horror and Uber may be slightly different from higher education, but universities can engage their own audience in similar ways by placing snapcodes in the bottom corner of a television or digital signage advertisement, sending viewers to the university’s landing page or even lead page. Television viewers tend to tune out commercials, but the interactive qualities of a snapcode are more likely to engage them and keep their attention on your brand.

Snapcodes For Print

With all of this digital talk, don’t worry if your university still uses mailers, posters, flyers, or even billboards as part of their marketing strategy. Snapcodes can still be utilized for print! In fact, snapcodes will help bridge your print advertising into the digital world.

Snapcodes for NBC Universal

Credit: NBC Universal

NBC Universal created a “snap to unlock” campaign for their movie The Girl on the Train that was seen on billboards across the country. They made sure the add was mysterious, intriguing, and featured an extremely large snapcode to ensure people weren’t confused about what to do next. Once a person scanned the snapcode they were given access to special geofilters that promoted the movie and sent to the movie’s website.

When potential students come into contact with a higher education flyer or poster, snapcodes will make it easier to lead them towards your website and further down the funnel. Whether it is a special event, lead page, or promotional video, the snapcode will lead them there with ease.

How To Make Snapcodes

Now that your creative juices are flowing and you understand the potential of snapcodes, let’s make one.

Step 1:  Head to Snapchat.com and click on Snapcodes in the top menu. Enter the URL you want the snapcode to direct to and click Make a Snapcode!

Step one: How to make a snapcode

Step 2: Brand your snapcode by adding a custom image.

*Pro tip: Make sure your image is smaller than 400 x 400 pixels so it fits within the ghost.

Step Two: How to make a snapcode

Step 3: Download your snapcode and start your new digital marketing campaign!

Step Three How to Make a snapcode

Circa Interactive's custom snapcode

Thought of a new way to use snapcodes for your marketing strategy? Let me know in the comments below!

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

3 Things Higher Education Marketers Should Consider in 2017

Whether it’s the increasing use of mobile devices or Facebook’s unveiling of lead ads, there have been a number of changes to the digital marketing landscape over the past few years. Some of these changes have had substantial impact, and many digital marketers have been scrambling to adjust and align their initiatives in order to remain competitive within the industry. While quick adjustments are often essential, it’s also important for higher education digital marketers to take a step back and conduct a full assessment of the current marketing strategy. With the new year soon approaching, now is a great time for digital marketers to reassess their current initiatives and test out new strategies for 2017. Below, I’ll offer some questions to consider during the review process and highlight a few new strategies to consider for 2017.

Review & Fine Tune

When reassessing your current higher education marketing strategy, you’ll want to consider two key elements: goals and data. If you’re a larger university with a number of initiatives, be sure to keep it simple at first. Perhaps start with the question: Did we reach all of our lead goals that we set for 2016? If no, this is where you’ll want to examine data to uncover where lead goals were missed and why. Outside of lead goals, you’ll also want to consider goals relating to your online presence, such as site visits, followers on social platforms and user engagement. When considering these metrics, examine the data to see if you can identify any trends or patterns to give you an idea where your audience may heading in 2017. For example, a major Q4 increase in traffic to social platforms along with a decrease in site visits could signal that potential students are more interested in reviewing a school’s social identity than they are the traditional web page.

After the review process, be sure to prioritize your goals for 2017 (example: “We’re more concerned with user engagement on social platforms than we are on site visits”), then fine tune your strategy to fit. Questions to consider while fine tuning include:

  • Do we want to reallocate our budget in any areas?
  • Should we remove any marketing initiatives?
  • What social and blog posts were most successful this past year?
  • What sources are most of our leads coming from?
  • Are there new social platforms that we should test?
  • What initiatives are we going to implement to get X number of followers?

When in the assessment and fine-tuning process, you’ll also want to consider recent changes within the industry. Below, I’ll highlight a few of the major changes over the past few years that you’ll want to consider.

Increase in Mobile

Since the introduction of the iPhone in 2007, the use of mobile has steadily increased, largely due to the ease of apps and mobile platforms. Yet up till this past year, desktop was always considered the primary source for reaching potential students. According to a comScore report, that now has changed as users are trading desktop for the convenience of mobile. This change has occurred for a number of reasons, but one of the main driving factors is the refinement of apps. For example, when Facebook Mobile was first released, the platform was congested and difficult to use compared to the desktop website. Yet over the past few years, Facebook and other leading tech companies have placed a major emphasis on attracting the millennial audience who tend to rely heavily on mobile. With this switch in focus, companies upgraded their mobile apps and platforms to enhance the mobile experience with improved configuration and additional perks, such as being able to order a pizza without having to leave the Facebook platform. These improvements have resulted in a 394 percent increase in mobile usage, a number that is only projected to increase in the coming years.  

As a higher education marketer, it’s important to know how the aggregate are leaning in their use of digital media, but it’s equally essential not to confuse the aggregate for your own audience. Be sure to dig through your data to see if you can identify a similar shift to mobile amongst your audience. If so, be sure to evaluate paid search strategies, as well as the content on your blog and social platforms to see if there are any adjustments that can be made so content is more mobile friendly.

Facebook Lead Ads

Mark Zuckerberg has turned Facebook into one of the premier advertising platforms, so it’s no surprise that they are leading the transition to mobile advertising with their introduction of leads ads. Within Facebook’s older advertising platform, clicking on an ad would send users outside of Facebook, which proved to be inconvenient for Facebook and its users. Lead ads changed all of this, making it so users can express interest in a school without ever leaving the Facebook platform.

Here’s how lead ads work: when users click on an ad, a lead form opens up within the Facebook platform that’s already automatically filled out based on what kind of information they share with their Facebook audience. So, for most, clicking on a lead ad would open a lead form with their name, phone number and email, and all the user would have to do is click submit to complete the lead form process. So far, the convenience of lead ad forms have proven to be very successful, dropping the aggregate CPL of one of our programs by about $15, all the while boosting lead volume in the process.

If you’re looking to have a strong start to 2017, now is the time to begin auditing your current strategy and implementing new initiatives where they seem fit. Remember to ensure that your current plan aligns with your overall goals, and don’t forget to examine analytics data to get a better understanding of where your audience may be heading in the new year.

If you have any questions, feel free to leave them in the comment box below!

 

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.