How Colleges Make Digital Outreach Authentic And Personal

Colleges have been forced into a new virtual space by the pandemic. And while every industry coping with an uncertain world has had to make some radical adjustments, colleges and universities are dealing with a set of complex challenges that are unique. 

Recreating Intangible Experiences Digitally

One survey found that of the 40 percent of respondents that had taken a virtual tour a disheartening 51 percent gave lukewarm responses and described the experience only as a passable substitute for the recognizable coming of age ritual embodied in a traditional college tour. Some respondents diagnosed the problem by saying that virtual tours lacked a personal touch, something intangible and spontaneous. Luckily, some colleges have found a solution by offering a combination of scaled down webinars and short form content to prospective students.

Snail Mail Lends a Personal Touch

Some colleges have been mailing detailed and personalized brochures that give information about academic programs extracurricular activities in which specific prospective students have expressed an interest. Prospective students are then given the option to learn more about the contents of the brochure by getting on the phone with current students who share their interests, or alternatively by connecting with students through web forum based group chats. Communication by mail and phone conversations (considered old school by some) allow colleges to give prospective students a glimpse of the kind of social life they'd be experiencing at college, something which can feel refreshing after months of social distancing and communicating over a screen. 

Virtual College Fairs Will Likely Outlast Covid-19

Despite their limitations, virtual college fairs have utility. They allow colleges to reach more prospective students across greater geographical distances and this will likely result in the continued use of virtual college fairs even after a vaccine is found and Covid-19 elapses. Many colleges were already trying to reach more people through digital campaigns even before the pandemic and Covid-19 has only accelerated their progress in creating state of the art virtual venues through which to explore their campuses and classrooms.

To learn more about creating a cutting edge marketing campaign with an authentic feel, contact us at Furman Roth Advertising!