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 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.
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 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.