Campus Tours Benchmarks 9781574404272, 157440427X

Citation preview

CAMPUS TOURS BENCHMARKS, 2017 Edition

ISBN 978-1-57440-427-2

©2016 Primary Research Group Inc.

CAMPUS TOURS BENCHMARKS, 2017 Edition

Contents THE QUESTIONNAIRE ..................................................................................................................................... 12 PARTICIPANTS LIST ......................................................................................................................................... 16 Characteristics of the Sample ........................................................................................................................ 17 SUMMARY OF MAIN FINDINGS .................................................................................................................... 18 Sample Characteristics................................................................................................................................ 18 Student Visitors by Grade .......................................................................................................................... 18 Number of Student Visitors....................................................................................................................... 18 Age of Student Visitors ................................................................................................................................ 19 Nationality of Student Visitors ................................................................................................................. 19 Staff Time Dedicated to Campus Visits ................................................................................................. 19 Costs of Campus Visits ................................................................................................................................ 19 Advertising and Promotion ....................................................................................................................... 19 Use of Consultants ........................................................................................................................................ 20 Tour Groups .................................................................................................................................................... 20 Special Events ................................................................................................................................................. 20 Subsidizing the Costs of Student Travel ............................................................................................... 21 Tour Guides ..................................................................................................................................................... 21 Percentage of Students Visiting with a Parent................................................................................... 21 Changes Made to Campus Tours ............................................................................................................. 22 College Facilities Favored by Tour Attendees.................................................................................... 22 Use of Specialized Tours for Specific Groups ..................................................................................... 22 Cost Analysis for Campus Tours .............................................................................................................. 23 Resources ......................................................................................................................................................... 23 Advice for Fellow Colleges ......................................................................................................................... 23 Most Effective Campus Tours ................................................................................................................... 23 Table 1 What percentage of the prospective students who make campus visits would you say are: ................................................................................................................................................................... 24 Table 1.1.1 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores?......................................................................... 24 Table 1.1.2 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out for public and private colleges .............................................................................................................................................................. 24 Table 1.1.3 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Annual Tuition, $ ....... 24 Table 1.1.4 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Carnegie class or type of college ........................................................................................................................................................... 25 Table 1.1.5 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Enrollment ................... 25 Table 1.2.1 What percentage of the prospective students who make campus visits would you say are high school juniors? ............................................................................................................. 25 Table 1.2.2 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out for public and private colleges ....................... 25 Table 1.2.3 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Annual Tuition, $............................................ 26 Table 1.2.4 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Carnegie class or type of college .............. 26 Table 1.2.5 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Enrollment ....................................................... 26 2|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 1.3.1 What percentage of the prospective students who make campus visits would you say are high school seniors? ............................................................................................................. 26 Table 1.3.2 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out for public and private colleges ....................... 27 Table 1.3.3 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Annual Tuition, $ ........................................... 27 Table 1.3.4 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Carnegie class or type of college ............. 27 Table 1.3.5 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Enrollment ....................................................... 28 Table 1.4.1 What percentage of the prospective students who make campus visits would you say are other? ......................................................................................................................................... 28 Table 1.4.2 What percentage of the prospective students who make campus visits would you say are other? Broken out for public and private colleges ................................................... 28 Table 1.4.3 What percentage of the prospective students who make campus visits would you say are other? Broken out by Annual Tuition, $ ....................................................................... 28 Table 1.4.4 What percentage of the prospective students who make campus visits would you say are other? Broken out by Carnegie class or type of college ......................................... 29 Table 1.4.5 What percentage of the prospective students who make campus visits would you say are other? Broken out by Enrollment ................................................................................... 29 Table 2 How many student visitors has the college had in each of the following years: ....... 30 Table 2.1.1 How many student visitors has the college had in 2014-15? ............................... 30 Table 2.1.2 How many student visitors has the college had in 2014-15? Broken out for public and private colleges ........................................................................................................................ 30 Table 2.1.3 How many student visitors has the college had in 2014-15? Broken out by Annual Tuition, $ ........................................................................................................................................... 30 Table 2.1.4 How many student visitors has the college had in 2014-15? Broken out by Carnegie class or type of college ............................................................................................................. 31 Table 2.1.5 How many student visitors has the college had in 2014-15? Broken out by Enrollment ....................................................................................................................................................... 31 Table 2.2.1 How many student visitors has the college had in 2015-16? ............................... 31 Table 2.2.2 How many student visitors has the college had in 2015-16? Broken out for public and private colleges ........................................................................................................................ 31 Table 2.2.3 How many student visitors has the college had in 2015-16? Broken out by Annual Tuition, $ ........................................................................................................................................... 32 Table 2.2.4 How many student visitors has the college had in 2015-16? Broken out by Carnegie class or type of college ............................................................................................................. 32 Table 2.2.5 How many student visitors has the college had in 2015-16? Broken out by Enrollment ....................................................................................................................................................... 32 Table 2.3.1 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) .................................................................................................. 33 Table 2.3.2 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out for public and private colleges ............ 33 Table 2.3.3 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Annual Tuition, $ ................................ 33 Table 2.3.4 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Carnegie class or type of college .. 33 Table 2.3.5 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Enrollment ............................................ 34 3|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 3.1 What percentage of prospective student visitors are older than 25 years of age? ................................................................................................................................................................................... 35 Table 3.2 What percentage of prospective student visitors are older than 25 years of age? Broken out for public and private colleges .............................................................................................. 35 Table 3.3 What percentage of prospective student visitors are older than 25 years of age? Broken out by Annual Tuition, $ .................................................................................................................. 35 Table 3.4 What percentage of prospective student visitors are older than 25 years of age? Broken out by Carnegie class or type of college .................................................................................... 36 Table 3.5 What percentage of prospective student visitors are older than 25 years of age? Broken out by Enrollment .............................................................................................................................. 36 Table 4.1 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? .......................................... 37 Table 4.2 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out for public and private colleges .......................................................................................................................................... 37 Table 4.3 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Annual Tuition, $ ............................................................................................................................................................... 37 Table 4.4 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Carnegie class or type of college .................................................................................................................. 38 Table 4.5 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Enrollment ............................................................................................................................................................ 38 Table 5.1 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? ..................................................................... 39 Table 5.2 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out for public and private colleges................................................................................................................................................................... 39 Table 5.3 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Annual Tuition, $ ... 39 Table 5.4 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Carnegie class or type of college................................................................................................................................................................ 40 Table 5.5 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Enrollment ............... 40 Table 6.1 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) ............................................................................................ 41 Table 6.2 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out for public and private colleges ...... 41 Table 6.3 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Annual Tuition, $ .......................... 41 Table 6.4 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Carnegie class or type of college ................................................................................................................................................................................... 42 4|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 6.5 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Enrollment ...................................... 42 Which departments in your college, in order of their level of quantity of manpower contribution, spend the most staff time organizing, conducting and analyzing tours of your college?................................................................................................................................................................... 43 Table 7.1 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) .................................................................................................................................................................. 45 Table 7.2 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out for public and private colleges ........................................................... 45 Table 7.3 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Annual Tuition, $ ............................................................................... 45 Table 7.4 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Carnegie class or type of college ................................................. 46 Table 7.5 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Enrollment ........................................................................................... 46 What are some of the college's most effective means of advertising and promoting its special event days and other ways to foster visits of potential students to the college? Be specific. Describe efforts in print and traditional media, social media, email marketing, and other means of outreach. ................................................................................................................................ 47 Table 8.1 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? ............................................................................... 50 Table 8.2 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out for public and private colleges................................................................................................................................................................... 50 Table 8.3 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Annual Tuition, $ ............. 50 Table 8.4 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Carnegie class or type of college..................................................................................................................................................................... 51 Table 8.5 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Enrollment ......................... 51 Table 9.1 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) ................................................................................................................ 52 Table 9.2 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out for public and private colleges .......................... 52 Table 9.3 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Annual Tuition, $ .............................................. 52 Table 9.4 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Carnegie class or type of college ................ 53 Table 9.5 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Enrollment .......................................................... 53 Table 10 In each of the following years, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? ..................... 54 5|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 10.1.1 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? .................................. 54 Table 10.1.2 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out for public and private colleges ........................................................................................................................ 54 Table 10.1.3 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Annual Tuition, $ ........................................................................................................................................... 54 Table 10.1.4 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Carnegie class or type of college ............................................................................................................. 55 Table 10.1.5 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Enrollment ....................................................................................................................................................... 55 Table 10.2.1 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? .................................. 55 Table 10.2.2 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out for public and private colleges ........................................................................................................................ 56 Table 10.2.3 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Annual Tuition, $ ........................................................................................................................................... 56 Table 10.2.4 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Carnegie class or type of college ............................................................................................................. 56 Table 10.2.5 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Enrollment ....................................................................................................................................................... 57 What kind of campus visit special events does your college organize and what are some of your most successful special events? ......................................................................................................... 58 6|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 11 How much did the college spend in each of the following academic years to defray the travel or other costs of students who visit the college? (In US$) ............................................ 60 Table 11.1.1 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) ............................................... 60 Table 11.1.2 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges .............................................................................................................................................. 60 Table 11.1.3 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $........................................................................................................................................................... 60 Table 11.1.4 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college ................................................................................................................................ 61 Table 11.1.5 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment .............................................................................................................................................................................. 61 Table 11.2.1 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) ............................................... 61 Table 11.2.2 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges .............................................................................................................................................. 61 Table 11.2.3 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $........................................................................................................................................................... 62 Table 11.2.4 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college ................................................................................................................................ 62 Table 11.2.5 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment .............................................................................................................................................................................. 62 Table 11.3.1 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) ......................... 63 Table 11.3.2 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges ........................................................................................................................ 63 Table 11.3.3 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $ ........................................................................................................................................... 63 Table 11.3.4 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college ............................................................................................................. 64 Table 11.3.5 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment ....................................................................................................................................................... 64 Table 12.1 How many tour guides does the college currently use or employ? ......................... 65 Table 12.2 How many tour guides does the college currently use or employ? Broken out for public and private colleges............................................................................................................................. 65 Table 12.3 How many tour guides does the college currently use or employ? Broken out by Annual Tuition, $ ................................................................................................................................................ 65 7|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 12.4 How many tour guides does the college currently use or employ? Broken out by Carnegie class or type of college .................................................................................................................. 66 Table 12.5 How many tour guides does the college currently use or employ? Broken out by Enrollment ............................................................................................................................................................ 66 Table 13.1 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? ............................................................................................................................. 67 Table 13.2 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out for public and private colleges ....................................... 67 Table 13.3 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Annual Tuition, $ ........................................................... 67 Table 13.4 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Carnegie class or type of college ............................. 68 Table 13.5 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Enrollment ....................................................................... 68 Table 14.1 What is the average hourly rate of pay for your tour guides? (In US$).................. 69 Table 14.2 What is the average hourly rate of pay for your tour guides? (In US$) Broken out for public and private colleges...................................................................................................................... 69 Table 14.3 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Annual Tuition, $ .......................................................................................................................................... 69 Table 14.4 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Carnegie class or type of college ............................................................................................................ 70 Table 14.5 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Enrollment ...................................................................................................................................................... 70 Table 15.1 What percentage of student visitors would you say attend with a parent or guardian?............................................................................................................................................................... 71 Table 15.2 What percentage of student visitors would you say attend with a parent or guardian? Broken out for public and private colleges......................................................................... 71 Table 15.3 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Annual Tuition, $ ............................................................................................. 71 Table 15.4 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Carnegie class or type of college ............................................................... 72 Table 15.5 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Enrollment ......................................................................................................... 72 Over the past two years what has the college changed about the campus tour and why have you done so? ........................................................................................................................................................ 73 Table 16 For about what percentage of your student visitors would you say are the following facilities an important factor in their application or attendance decision? ............ 75 Table 16.1.1 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? .............................................................................................................................................................................. 75 Table 16.1.2 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out for public and private colleges ......................................................................................... 75 Table 16.1.3 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ ............................................................................................................. 75 Table 16.1.4 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college................................................................................ 76 8|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 16.1.5 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Enrollment ......................................................................................................................... 76 Table 16.2.1 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? ........................................................................................................................................................... 76 Table 16.2.2 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out for public and private colleges ..................................................................... 76 Table 16.2.3 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ ......................................................................................... 77 Table 16.2.4 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college ........................................................... 77 Table 16.2.5 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Enrollment ..................................................................................................... 77 Table 16.3.1 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? ........................... 77 Table 16.3.2 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out for public and private colleges ........................................................................................................................ 78 Table 16.3.3 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Annual Tuition, $ ........................................................................................................................................... 78 Table 16.3.4 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Carnegie class or type of college ............................................................................................................. 79 Table 16.3.5 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Enrollment ....................................................................................................................................................... 79 Table 16.4.1 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? ..................... 79 Table 16.4.2 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out for public and private colleges ................................................................................................................. 79 Table 16.4.3 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Annual Tuition, $ ..................................................................................................................................... 80 Table 16.4.4 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Carnegie class or type of college ....................................................................................................... 80 Table 16.4.5 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Enrollment ................................................................................................................................................. 80 Table 16.5.1 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? .............................................................................................................................................................................. 80 9|Page

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 16.5.2 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out for public and private colleges ......................................................................................... 81 Table 16.5.3 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ ............................................................................................................. 81 Table 16.5.4 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college................................................................................ 82 Table 16.5.5 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Enrollment ......................................................................................................................... 82 Table 16.6.1 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? ...................................................................................................... 82 Table 16.6.2 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out for public and private colleges ................ 82 Table 16.6.3 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ .................................... 83 Table 16.6.4 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college....... 83 Table 16.6.5 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Enrollment ................................................ 83 Does the college have special campus tours aimed at particular populations such as international students, veterans, high SAT score students, or other special groups? If so which ones? .......................................................................................................................................................... 84 Table 17.1 About what percentage of the college's overall tour spending is accounted for by these specialized tours? .................................................................................................................................. 86 Table 17.2 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out for public and private colleges ............................................ 86 Table 17.3 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Annual Tuition, $ ................................................................. 86 Table 17.4 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Carnegie class or type of college ................................... 87 Table 17.5 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Enrollment............................................................................. 87 Table 18.1 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? .............................................................................. 88 Table 18.2 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out for public and private colleges................................................................................................................................................................... 88 Table 18.3 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Annual Tuition, $ ............ 88 Table 18.4 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Carnegie class or type of college..................................................................................................................................................................... 89 10 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition Table 18.5 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Enrollment ........................ 89 If your college has studied the issue how much does it cost per visitor to attract and host a visitor who is a potential student of the college? (Note the costs you consider, i.e. marketing, personnel, security, etc. and break it out if possible.) .................................................. 90 What resources -- websites, conferences, listservs, blogs, magazines, and other resources -do you find most useful in planning and developing your college tours? ................................... 91 What kind of advice can you offer to your peers regarding the development, marketing and conduct of campus tours? ............................................................................................................................... 92 Other than your own college, which colleges do you particularly admire for the effectiveness of their college tours? ........................................................................................................... 93

11 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

THE QUESTIONNAIRE Introductory Information 1. Please give us the following contact information A. B. C. D. E.

Name: College: Work Title: Country: Email Address:

2. Is your college public or private? A. Public B. Private 3. The annual tuition for your college prior to any deductions of financial aid is: 4. Carnegie class or type of college A. B. C. D.

Community College 4-Year College MA/PHD Granting College Research University

5. The full time equivalent enrollment for your college is:

Visitor Characteristics 6. What percentage of the prospective students who make campus visits would you say are: A. B. C. D.

High school freshmen or sophomores High school juniors High school seniors Other

7. How many student visitors has the college had in each of the following years: A. 2014-15 12 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition B. 2015-16 C. 2016-17 (projected for the full year based on current trend data) 8. What percentage of prospective student visitors are older than 25 years of age? 9. What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders?

Costs of Campus Tours 10. Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? A. B. C. D. E.

Much more More About the same amount Less Much less

11. About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? 12. Which departments in your college, in order of their level of quantity of manpower contribution, spend the most staff time organizing, conducting and analyzing tours of your college? 13. How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? 14. What are some of the college's most effective means of advertising and promoting its special event days and other ways to foster visits of potential students to the college? Be specific. Describe efforts in print and traditional media, social media, email marketing, and other means of outreach.

Use of Consultants 15. Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? A. Yes 13 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition B. No 16. How much has the college spent on this and other consultants for college tours over the past five years? 17. In each of the following years, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? A. 2015-16 B. 2016-17

Specialized Visits and Events 18. What kind of campus visit special events does your college organize and what are some of your most successful special events? 19. How much did the college spend in each of the following years to defray the travel or other costs of students who visit the college? A. 2014-15 B. 2015-16 C. 2016-17 (anticipated)

Tour Guides 20. How many tour guides does the college currently use or employ? 21. What percentage of the tour guides that your college uses were tour guides at any time in the prior year? 22. What is the average hourly rate of pay for your tour guides?

Characteristics of Tour attendance 23. What percentage of student visitors would you say attend with a parent or guardian? 24. Over the past two years what has the college changed about the campus tour and why have you done so? 14 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

25. For about what percentage of your student visitors would you say are the following facilities an important factor in their application or attendance decision? A. B. C. D. E. F.

Student Housing Facilities Gym and other Athletic Facilities Libraries Classrooms Performing Arts Facilities Cafeteria, Cafes, Restaurants and other Eating Facilities

Tours for the Gifted 26. Does the college have special campus tours aimed at particular populations such as international students, veterans, high SAT score students, or other special groups? If so which ones? 27. About what percentage of the college's overall tour spending is accounted for by these specialized tours?

Costs of Student Visitors 28. Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? A. Yes B. No 29. If your college has studied the issue how much does it cost per visitor to attract and host a visitor who is a potential student of the college? (Note the costs you consider, i.e. marketing, personnel, security, etc. and break it out if possible.)

Advice 30. What resources -- websites, conferences, listservs, blogs, magazines, and other resources -- do you find most useful in planning and developing your college tours? 31. What kind of advice can you offer to your peers regarding the development, marketing and conduct of campus tours? 32. Other than your own college, which colleges do you particularly admire for the effectiveness of their college tours? 15 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

PARTICIPANTS LIST California Lutheran University Coahoma Community College Colorado State University Dominican University Eastern Maine Community College Eckerd College Elizabethtown College Florida Southern College Grace College Illinois College Lynn University Michigan Technological University Miles College Nova Southeastern University Oberlin Robert Morris University Illinois Rocky Mountain College Sacred Heart University Southwest Baptist University Southwest Tennessee Community College Stockton University Texas State University Texas Tech University University of Dayton University of Evansville University of Missouri University of St. Francis University of St. Thomas University of Surrey University of Tennessee at Chattanooga Valparaiso University Wellesley College Western Carolina University Worcester State University

16 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Characteristics of the Sample

Is your college public or private?

Public Private Total

# 13 21 34

Annual Tuition, $ # Less than 12000 12000 – 30000 30000+ - 39000 More than 39000 Total

9 9 8 8 34

Carnegie class or type of college # Community College 4-Year College Research-Oriented College or University Total

4 20 10 34

Enrollment # Less than 2000 2000 – 3000 3000+ - 6000 More than 6000 Total

17 | P a g e

9 9 8 8 34

CAMPUS TOURS BENCHMARKS, 2017 Edition

SUMMARY OF MAIN FINDINGS Sample Characteristics There were 34 colleges in the sample, 13 public colleges and 21 private colleges. These included 20 four-year colleges, 10 research-oriented colleges, and 4 community colleges. Most of the colleges surveyed were relatively small; 18 of the 34 colleges had fewer than 3,000 students enrolled and another 8 had between 3,000 and 6,000 students. Nine colleges in the sample charged an annual tuition of less than $12,000, 17 charged between $12,000 and $39,000, and the remaining 8 charged more than $39,000.

Student Visitors by Grade On average, 55.63% of prospective students making campus trips were high school seniors, 26.26% were juniors, 8.07% were freshmen or sophomores, and 10.47% were not in high school. Public colleges had a greater share of high school seniors visiting that did private colleges, 61.15% compared with 52.21%. Schools with larger enrollments tended to attract more seniors and fewer non-high school students; among colleges with over 6,000 students enrolled, 58.75% of student visitors were high school seniors and just 4.13% were not in high school. In contrast, non-high school students accounted for 10% of prospective student visitors in colleges with fewer than 2,000 students enrolled, and nearly 20% of visitors in colleges with 2,000 to 3,000 students. Community colleges had more freshman and sophomore visitors than did other colleges, a mean of 13%, whereas research-oriented colleges had a greater proportion of juniors and seniors visiting, 28.6% and 57% of their total, respectively.

Number of Student Visitors During the 2014-15 academic year, colleges in the sample had a mean of 6,864 student visitors, with some reporting as many as 38,500 and others as few as 400. Public colleges averaged 12,170 visitors, while private colleges had 2,805. Colleges with the lowest tuition, less than $12,000 a year, had 10,211 visitors, whereas those with an annual tuition of more than $39,000 had a mean of 3,657 visitors. Community and research-oriented colleges each averaged more than 10,000 visitors, while 4-year colleges had a mean of 2,586 and a maximum of 6,821. In general, larger colleges had more student visitors, with those with 6,000+ students enrolled averaging 13,852 visitors. In 2015-16, the number of student visitors went up to 7,172, an increase of roughly 4.5%. The increase was more marked among private colleges, which experienced a 10.4% increase in visitors, 292 more than the year before. Public colleges, meanwhile, averaged 12,501 visitors, 2.7% (331 visitors) more than the year prior. Colleges with lower tuition continued to host more prospective students, with a difference of 6,726 visitors between colleges with an annual tuition under $12,000 and those charging more than $39,000 a year. Four-year colleges had 2,900 visitors in 2015-16, 314 more than the previous year, but still less than a third that of community and research-oriented colleges. Colleges in the sample expect to have 7,402 student visitors in 2016-17, which would represent an increase of 3.2% over the previous year. Colleges with between 3,000 and 6,000 students enrolled project a more modest increase of 34, or 0.7%, up to 4964 student visitors. 18 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Age of Student Visitors According to survey participants, visitors over the age of 25 make up approximately 5.5% of all prospective student visitors. This number is higher among colleges with a student enrollment of 3,000 to 6,000, where students over 25 make up 9.5% of student visitors, and colleges in the lowest tuition bracket, where they account for 8.8% of student visitors. On the other end of the spectrum, colleges with an annual tuition of more than $39,000 have just 1.6% of visitors over the age of 25.

Nationality of Student Visitors International students, including those attending high school in the United States constitute 4.3% of prospective student visitors, though in some colleges they make up as much as 22% of visitors. International students account for 2.2% of students visiting public colleges and 5.6% of students visiting private colleges. International students make up about 5% of students visiting 4year colleges, as opposed to 2.6% of students visiting community colleges and 3.3% of students visiting research-oriented colleges.

Staff Time Dedicated to Campus Visits Over the past two years, 23.5% of colleges in the sample have devoted much more staff time to campus visits and 41.2% have devoted more time. 32.4% of colleges spent about the same amount of staff time on these visits and none spent less time. 75% of community colleges have increased staff time spent on campus visits to some extent, compared with 60% of 4-year colleges and 70% of research-oriented colleges. Colleges with between 3,000 and 6,000 students enrolled were least likely to have dedicated more time to campus visits, 62.5% having spent about the same amount of time as they had two years ago. In most colleges in the sample, campus tours were the province of the Admissions Department, which spent the most staff time organizing, conducting and analyzing tours. Survey participants indicated that Recruitment, Marketing, Educational Outreach, High School Relations, Academic Affairs, Athletics, Food Services, Auxiliary Services and the Financial Aid Department, as well as specific academic departments and faculty, were also heavily involved.

Costs of Campus Visits Colleges spent a mean of $171,410 and a median of $95,000 on salaries and other expenses relating to campus visits in the past year. Public colleges spent a mean of $246,429 on campus visits, nearly twice as much as what private colleges spent. Colleges with an annual tuition of more than $39,000 spent $150,000 on campus visits, whereas those with tuition below $12,000 spent $185,250. Research-oriented colleges spent approximately $304,286 on campus visits, outspending 4-year colleges by a ratio of three to one and community colleges by a ratio of six to one. Colleges with less than 2,000 students enrolled spent a mean of $37,167 on campus visits, dramatically less than the $245,833 spent by colleges with between 3,000 and 6,000 students or the $215,000 spent by colleges with more than 6,000 students.

Advertising and Promotion Over the past year, colleges in the sample have spent a mean of $56,774 to promote campus visits and special days or events designed to attract potential students. Public colleges spent an average of $75,150 on promoting visits and events, while private colleges spent a mean of 19 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition $40,068. Community colleges spent a mean of $16,000 to this end, compared with $30,354 spent by 4-year colleges and $130,000 spent by research-oriented colleges. Colleges with more than 6,000 students enrolled spent a mean of $66,750 and a minimum of $5,500 to promote campus visits and events, whereas colleges with a student enrollment of less than 2,000 spent a mean of $8,375 and $15,000 at most. When asked about the most effective means of advertising and promoting special events and attracting potential students, survey participants most often cited email marketing. Sixteen survey participants referenced social media marketing and/or ad-buys on apps or websites like Facebook, Twitter, Instagram, Snapchat, and Pinterest. Postcards and direct mailings were another popular means of reaching prospective students. Fewer participants mentioned other, more traditional means of advertising, such as phone calls, newspaper ads, posters and flyers, college fairs, or television or radio advertisements.

Use of Consultants 23.5% of colleges in the sample employed a consultant or advisor to assist in developing college tours in the past five years. The majority of these were private colleges, 28.6% of which hired a consultant of this kind. Colleges with higher tuition were somewhat more likely to have hired a tour consultant than were those with lower annual tuition; 25% of colleges with an annual tuition of more than $30,000 hired a consultant, compared with 11.1% of colleges with a tuition rate less than $12,000 a year. In terms of student enrollment, colleges with 2,000 to 3,000 students led the field, with 44.4% having hired a tour consultant over the past five years. Colleges in the sample have spent as much as $100,000 on consultants for college tours over the past five years, though most spent nothing at all. Tour consultants cost public colleges a mean of $5,556 and private colleges a mean of $17,857. Whereas community colleges spent $10,000 on tour consultants and 4-year colleges spent $13,889, research-oriented colleges, which spent more on campus visits overall than other colleges, spent just $5,000 on tour consultants. There was also a stark difference between colleges with fewer than 2,000 students enrolled, which spent nothing on tour consultants over this period, and those with 2,000 to 3,000 students, which spent a mean of $43,333.

Tour Groups During the 2015-16 year, a mean of 5.8% of campus tour attendees visited colleges in the sample as part of a tour administered by a professional tour company. These include 6.9% of students visiting 4-year colleges, 4.89% of students visiting research-oriented colleges, and 0% of students visiting community college. In the upcoming 2016-17 academic year, colleges in the sample estimate that 5.7% of prospective student tour takers will visit their campus under the supervision of a tour company, slightly less than in the previous year. Private colleges expect that 7.43% of student visitors will come as part of a tour group, while public colleges expect that 2.8% will come with a group. Colleges with an annual tuition of $30,000 to $39,000 expect 11.22% of student visitors to come as part of a professional tour group.

Special Events In addition to open houses and orientations, many colleges in the sample organize special events for prospective and admitted students. Many of these events are college, department or program specific, or cater to a particular group, such as transfer students or scholarship recipients. Parent 20 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition nights are cited as successful special events, along with overnights and student sleepovers. Some of these events occur during holiday breaks and involve cultural programs, sporting events, panel discussions and/or guest speakers.

Subsidizing the Costs of Student Travel Colleges in the sample spent a mean of $9,560 in 2014-15 to defray the travel costs of visiting prospective students. That amount rose modestly during the 2015-16 academic year to $9,682, though public colleges spent less than the year prior: $975, as opposed to $1,083 in 2014-15. In 2015-16, colleges with an annual tuition under $12,000 spent $1,313 to cover the travel costs of student visitors, while colleges with tuition between $12,000 and $30,000 spent $3,205 and those with tuition between $30,000 and $39,000 spent just $300. Colleges with an annual tuition of more than $39,000 spent $41,523 on student travel costs, though this amount likely reflects the $115,000 spent by a single college to this effect. In 2016-17, colleges will spend $10,172 to cover the costs of student travel, 5.1% ($490) more than was spent during the last academic year. Public colleges will spend $1,000 and private colleges will spend $18,638. Colleges with tuition between $12,000 and $30,000 a year will experience the most substantial increase in this kind of spending, up 20.3% ($652) from the year prior. Student travel spending will stay at $1,278 at research-oriented colleges and remain the same in colleges with 3,000 to 6,000 students enrolled. Colleges with more than 6,000 students will experience a slight dip in spending, down to $1,500.

Tour Guides The number of tour guides currently employed by colleges in the sample ranges from 6 to 150, with a mean of 45. Public colleges have a mean of 53 tour guides, while private colleges have around 40. Community colleges have 32 tour guides on average, less than half of the 68 employed by research-oriented colleges, but not much less than the 35 employed by 4-year colleges. 67.87% of tour guides used by colleges in the sample were tour guides the previous year. This is true of 40% of guides in community colleges, 67.4% of 4-year colleges, and 77% of research-oriented colleges. Colleges with fewer than 2,000 students enrolled retained 61.1% of tour guides employed last year, whereas colleges with more than 6,000 students retained 79.3%. The average hourly rate of pay for tour guides at colleges in the sample was $7.78, with none earning more than $12 an hour. Public colleges paid tour guides a mean of $8.45 per hour, $1.11 more than private colleges paid their guides. 4-year colleges paid tour guides $7.26 an hour, close to the federal minimum wage in the United States, while research-oriented colleges paid guides $9.43 an hour. Colleges with less than 2,000 students enrolled paid campus tour guides a mean of $6.47 an hour (including volunteers as 0), 26% less than the $8.79 an hour paid by colleges with 3,000 to 6,000 students.

Percentage of Students Visiting with a Parent 76.7% of prospective students visiting colleges in the sample were accompanied by a parent or guardian, 71.38% in public colleges and 80.37% in private colleges. Students visiting colleges with higher annual tuition were more likely to come with a parent, as was the case for 84.3% of student visitors at colleges with tuition between $30,000 and $39,000 and 88.1% of visitors at colleges with tuition above $39,000. The vast majority of students visiting 4-year or research21 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition oriented colleges came with a parent or guardian, whereas less than half of those visiting community colleges did so.

Changes Made to Campus Tours Over the past two years, a number of colleges have made changes to their tour route or script. Some have abandoned scripts altogether in hopes of creating a more personalized and interactive experience. Many have retrained tour guides with an emphasis on connecting with families, offering personal anecdotes, and enhancing the level of care. Other colleges have focused on improving accommodations such as parking and dining, redesigned or constructed new facilities, or offered more perks and free merchandise (e.g. t-shirts).

College Facilities Favored by Tour Attendees For 65% of student visitors the quality of student housing is an important factor in their decision to apply to or attend a particular college. This is a greater consideration for students visiting 4year or research-oriented colleges than for those visiting community colleges, where it is an important factor for an estimated 30% of student visitors. Likewise, fewer students visiting colleges with an annual tuition under $12,000 consider student housing an important factor than do those visiting colleges with a higher tuition rate. Among colleges with a student enrollment of more than 6,000, 82.5% of student visitors consider housing an important factor, compared with 53.1% in colleges with between 3,000 and 6,000 students and 61.4% in colleges with fewer than 2,000 students. The gym and athletic facilities are an important factor to 40.1% of student visitors, including 34.4% of students visiting 4-year colleges and 55% of those visiting research-oriented colleges. Libraries are an important factor to 31.7% of student visitors, though significantly less important in community colleges and colleges with an annual tuition between $12,000 and $30,000. 38% of students visiting public colleges consider libraries an important factor, as opposed to 27.8% of those visiting private colleges. Classrooms are an important factor to 46% of student visitors, though in some colleges 100% of visitors consider classrooms important. More than half of visitors in colleges with more than 3,000 students enrolled consider classrooms an important factor, whereas just 24.3% of those visiting colleges with less than 2,000 students do. Performing arts facilities are an important factor to 20.8% of student visitors, 5% in community colleges, 19.44% in 4-year colleges, and 26.2% in research-oriented colleges. The cafeteria and on-campus eating facilities factor into the decision of 48.3% of student visitors, including 59% of students visiting research-oriented colleges and 55.6% of students visiting colleges with over 6,000 students enrolled.

Use of Specialized Tours for Specific Groups Most of the colleges sampled do not provide special campus tours aimed at particular populations. Among those that do, tour group include: transfer students, veterans, high achieving students (those with a high standardized test score or GPA), scholarship students, athletes, and local students. In addition, some colleges offer program and department specific tours. Specialized tours accounted for 8.9% of overall tour spending by colleges in the sample, though some allocated as much as 30% of tour spending to this end. Public colleges devoted 8.3% of tour spending on specialized tours, while private colleges used 9.44% of spending for specialized tours. Colleges with an annual tuition of $12,000 to $30,000 spent 13.9% of tour spending on 22 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition specialized tours, whereas colleges with tuition between $30,000 and $39,000 spent just 1.67% of overall tour spending on them. 4-year colleges dedicated the greatest percentage of tour spending to specialized tours, 10.6%, compared with 3% in community colleges and 9.4% in research-oriented colleges.

Cost Analysis for Campus Tours 14.7% of colleges in the sample have systematically studied the cost of attracting and hosting prospective students. These include a quarter of community colleges, 15% of 4-year colleges, and 10% of research-oriented colleges. 22.2% of colleges with an annual tuition under $30,000 have conducted a study of this kind, but no colleges with tuition greater than $39,000 have done the same. 33.33% of colleges with 2,000 to 3,000 students enrolled and 25% of those with between 3,000 and 6,000 students have studied the costs of hosting prospective students, but no colleges with less than 2,000 or more than 6,000 students have done so.

Resources When asked what resources they found most useful in planning and developing college tours, many survey participants listed the Campus Visitor and Information Services Association (CIVSA) website. National and regional conferences such as the Texas Association of Collegiate Registrars and Admissions Officers (TACRAO) were also listed, as were journals like the College and University Journal (C&U). Other resources that were mentioned include academic publications, websites, webinars, blogs, listservs, consultants, and benchmarking. Some colleges used CRM programs like EMAS Recruitment Pro and experimented with online tours.

Advice for Fellow Colleges When asked what advice they would offer peers regarding the development, marketing and conduct of campus tours, a number of survey participants stressed authenticity: “Be as authentic as possible to the experience a student would have once enrolled. When you can achieve that, you are closer to ensuring that by the time a student concludes a visit, they are sure whether or not they are a fit for the institution.” Others emphasized preparation (“organization plays a major role in creating the ‘wow’ experience”), customer service (“make sure to listen to the people on the tour”), and greater interaction with current students. Some survey participants suggested getting regular feedback from students and tour guides.

Most Effective Campus Tours When asked which colleges they admire for the effectiveness of their college tours, survey participants listed the following colleges and universities: Baylor University, Carroll University, Carthage College, Columbia College, DePaul University, Elon University, Furman University, Hendrix College, High Point University, Loyola University, Ohio State University, St. Leo University, University of Arkansas, University of Exeter, University of Houston, University of Miami, University of Mississippi, University of St, Thomas, University of Tennessee-Knoxville, and William Paterson University.

23 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1 What percentage of the prospective students who make campus visits would you say are: Table 1.1.1 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Entire sample

Mean 8.07

Median 5.00

Minimum 0.00

Maximum 25.00

Table 1.1.2 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

10.08 6.83

10.00 5.00

0.00 1.00

25.00 20.00

Table 1.1.3 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

24 | P a g e

Mean

Median

Minimum

Maximum

10.78

10.00

0.00

25.00

6.56 8.25

5.00 7.50

1.00 1.00

15.00 20.00

6.56

5.00

3.00

15.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1.1.4 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

13.00

12.50

2.00

25.00

6.83 8.60

5.00 10.00

1.00 0.00

20.00 20.00

Table 1.1.5 What percentage of the prospective students who make campus visits would you say are high school freshmen or sophomores? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 9.72 7.22 5.38 9.88

Median 5.00 5.00 5.00 10.00

Minimum 3.00 1.00 0.00 1.00

Maximum 25.00 15.00 10.00 20.00

Table 1.2.1 What percentage of the prospective students who make campus visits would you say are high school juniors? Entire sample

Mean 26.26

Median 25.50

Minimum 4.00

Maximum 51.00

Table 1.2.2 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out for public and private colleges Is your college public or private? Public Private

25 | P a g e

Mean

Median

Minimum

Maximum

24.08 27.62

26.00 25.00

5.00 4.00

47.00 51.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1.2.3 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

20.56

20.00

5.00

40.00

29.89 24.25

26.00 20.00

15.00 4.00

51.00 40.00

30.63

28.00

17.00

50.00

Table 1.2.4 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

23.75

25.00

5.00

40.00

25.60 28.60

20.00 32.50

4.00 5.00

51.00 40.00

Table 1.2.5 What percentage of the prospective students who make campus visits would you say are high school juniors? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 28.22 24.44 25.13 27.25

Median 20.00 20.00 28.00 28.00

Minimum 15.00 4.00 5.00 5.00

Maximum 50.00 51.00 40.00 47.00

Table 1.3.1 What percentage of the prospective students who make campus visits would you say are high school seniors? Entire sample

26 | P a g e

Mean 55.63

Median 55.00

Minimum 20.00

Maximum 90.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1.3.2 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

61.15 52.21

57.00 53.50

30.00 20.00

90.00 75.00

Table 1.3.3 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

61.67

55.00

30.00

90.00

53.56 46.75

57.00 45.00

22.00 20.00

75.00 75.00

60.06

60.75

40.00

75.00

Table 1.3.4 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

27 | P a g e

Mean

Median

Minimum

Maximum

56.25

52.50

30.00

90.00

54.83 57.00

57.50 53.50

20.00 40.00

85.00 90.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1.3.5 What percentage of the prospective students who make campus visits would you say are high school seniors? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 52.06 50.00 62.88 58.75

Median 53.50 55.00 60.00 53.50

Minimum 30.00 20.00 40.00 40.00

Maximum 75.00 74.00 90.00 85.00

Table 1.4.1 What percentage of the prospective students who make campus visits would you say are other? Entire sample

Mean 10.47

Median 5.00

Minimum 0.00

Maximum 56.00

Table 1.4.2 What percentage of the prospective students who make campus visits would you say are other? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

4.69 14.42

5.00 5.00

0.00 0.00

10.00 56.00

Table 1.4.3 What percentage of the prospective students who make campus visits would you say are other? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

28 | P a g e

Mean

Median

Minimum

Maximum

7.00

5.00

0.00

20.00

9.33 23.71

5.00 15.00

0.00 0.00

30.00 56.00

3.14

5.00

0.00

5.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 1.4.4 What percentage of the prospective students who make campus visits would you say are other? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

7.00

7.50

3.00

10.00

13.11 6.44

5.00 5.00

0.00 1.00

56.00 15.00

Table 1.4.5 What percentage of the prospective students who make campus visits would you say are other? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

29 | P a g e

Mean 10.00 19.88 7.57 4.13

Median 5.00 12.50 5.00 5.00

Minimum 0.00 1.00 0.00 0.00

Maximum 30.00 56.00 30.00 7.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 2 How many student visitors has the college had in each of the following years: Table 2.1.1 How many student visitors has the college had in 2014-15? Entire sample

Mean 6863.63

Median 2578.50

Minimum 400.00

Maximum 38500.00

Table 2.1.2 How many student visitors has the college had in 2014-15? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

12170.46 2805.47

6821.00 2300.00

400.00 717.00

38500.00 8500.00

Table 2.1.3 How many student visitors has the college had in 2014-15? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

30 | P a g e

Mean

Median

Minimum

Maximum

10211.11

1600.00

400.00

37000.00

9354.13 2462.00

5410.50 2065.00

717.00 850.00

38500.00 7000.00

3657.00

2902.00

1900.00

8500.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 2.1.4 How many student visitors has the college had in 2014-15? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

10125.00

1300.00

900.00

37000.00

2585.88 13494.33

2220.00 8500.00

400.00 942.00

6821.00 38500.00

Table 2.1.5 How many student visitors has the college had in 2014-15? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 6043.00 1956.00 4722.43 13852.00

Median 1860.00 2065.00 3157.00 7740.50

Minimum 717.00 942.00 400.00 2145.00

Maximum 37000.00 3238.00 15000.00 38500.00

Table 2.2.1 How many student visitors has the college had in 2015-16? Entire sample

Mean 7172.20

Median 2668.00

Minimum 500.00

Maximum 38000.00

Table 2.2.2 How many student visitors has the college had in 2015-16? Broken out for public and private colleges Is your college public or private? Public Private

31 | P a g e

Mean

Median

Minimum

Maximum

12500.69 3097.47

7800.00 2600.00

500.00 657.00

38000.00 9600.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 2.2.3 How many student visitors has the college had in 2015-16? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

10768.89

1750.00

500.00

38000.00

9299.50 2798.71

5600.00 1996.00

657.00 973.00

35000.00 7700.00

4043.17

3095.50

2100.00

9600.00

Table 2.2.4 How many student visitors has the college had in 2015-16? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

10467.50

1385.00

1100.00

38000.00

2899.94 13777.44

2600.00 9600.00

500.00 1266.00

8250.00 35000.00

Table 2.2.5 How many student visitors has the college had in 2015-16? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

32 | P a g e

Mean 6302.00 2214.86 4929.57 14342.38

Median 2175.00 1996.00 3787.00 8925.00

Minimum 657.00 1150.00 500.00 2445.00

Maximum 38000.00 3768.00 15000.00 35000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 2.3.1 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Entire sample

Mean 7402.37

Median 2900.00

Minimum 600.00

Maximum 39000.00

Table 2.3.2 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

12879.54 3213.94

8500.00 2700.00

600.00 687.00

39000.00 9500.00

Table 2.3.3 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

10983.33

2000.00

600.00

39000.00

9621.38 3007.14

5750.00 2100.00

687.00 1050.00

35000.00 8500.00

4200.00

3400.00

2300.00

9500.00

Table 2.3.4 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

33 | P a g e

Mean

Median

Minimum

Maximum

10812.50

1525.00

1200.00

39000.00

2987.18 14226.56

2700.00 9520.00

600.00 1400.00

8500.00 35000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 2.3.5 How many student visitors will the college have in 2016-17 (projected for the full year based on current trend data) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

34 | P a g e

Mean 6554.63 2400.00 4964.29 14760.50

Median 2350.00 2100.00 2700.00 9510.00

Minimum 687.00 1200.00 600.00 2445.00

Maximum 39000.00 3900.00 15000.00 35000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 3.1 What percentage of prospective student visitors are older than 25 years of age? Entire sample

Mean 5.48

Median 2.00

Minimum 0.00

Maximum 25.00

Table 3.2 What percentage of prospective student visitors are older than 25 years of age? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

5.43 5.52

4.00 1.00

0.20 0.00

20.00 25.00

Table 3.3 What percentage of prospective student visitors are older than 25 years of age? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

35 | P a g e

Mean

Median

Minimum

Maximum

8.78

5.00

2.00

20.00

5.31 5.32

2.00 2.50

0.20 0.00

25.00 16.00

1.56

1.00

0.90

5.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 3.4 What percentage of prospective student visitors are older than 25 years of age? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

6.00

3.50

2.00

15.00

5.88 4.38

1.00 4.50

0.00 1.00

25.00 10.00

Table 3.5 What percentage of prospective student visitors are older than 25 years of age? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

36 | P a g e

Mean 5.86 4.24 9.50 3.03

Median 1.50 1.00 4.50 3.00

Minimum 0.90 0.00 1.00 0.20

Maximum 20.00 15.00 25.00 5.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 4.1 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Entire sample

Mean 4.26

Median 2.00

Minimum 0.00

Maximum 22.00

Table 4.2 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

2.23 5.55

1.75 2.00

0.20 0.00

5.00 22.00

Table 4.3 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

37 | P a g e

Mean

Median

Minimum

Maximum

2.72

3.00

1.00

5.00

2.35 7.41

1.00 8.00

0.00 0.90

10.00 15.00

5.27

2.00

0.90

22.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 4.4 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

2.63

2.25

1.00

5.00

5.03 3.25

2.00 2.50

0.00 1.00

22.00 8.00

Table 4.5 What percentage of prospective student visitors would you say are international students including those attending high schools in the USA (or other host country if your college is not in the USA) but are not citizens or green card holders? Broken out by Enrollment Enrollment Less than 2000 2000 – 3000 3000+ - 6000 More than 6000

38 | P a g e

Mean 2.44 8.66 3.17 1.89

Median 1.00 8.00 3.00 1.00

Minimum 0.60 0.00 1.00 0.20

Maximum 10.00 22.00 5.00 5.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 5.1 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years?

Entire sample

No Answer

Much more

More

2.94%

23.53%

41.18%

About the same amount 32.35%

Less

Much less

0.00%

0.00%

Table 5.2 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out for public and private colleges Is your college public or private? Public Private

No Answer

Much more

More

About the same amount

Less

Much less

0.00% 4.76%

23.08% 23.81%

38.46% 42.86%

38.46% 28.57%

0.00% 0.00%

0.00% 0.00%

Table 5.3 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Annual Tuition, $ Annual Tuition, $

No Answer

Much more

More

Less than 12000 12000 30000 30000+ 39000 More than 39000

0.00%

22.22%

0.00%

39 | P a g e

Less

Much less

33.33%

About the same amount 44.44%

0.00%

0.00%

22.22%

55.56%

22.22%

0.00%

0.00%

0.00%

25.00%

25.00%

50.00%

0.00%

0.00%

12.50%

25.00%

50.00%

12.50%

0.00%

0.00%

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 5.4 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

No Answer

Much more More

Less

Much less

50.00%

About the same amount 25.00%

0.00%

25.00%

0.00%

0.00%

5.00% 0.00%

15.00% 40.00%

45.00% 30.00%

35.00% 30.00%

0.00% 0.00%

0.00% 0.00%

Table 5.5 Would you say that the college has been spending more, less, or the same amount of staff time on campus visits over the past two years? Broken out by Enrollment Enrollment

No Answer

Much more More

Less than 2000 2000 – 3000 3000+ - 6000 More than 6000

11.11%

11.11%

0.00% 0.00% 0.00%

33.33% 12.50% 37.50%

40 | P a g e

Less

Much less

55.56%

About the same amount 22.22%

0.00%

0.00%

44.44% 25.00% 37.50%

22.22% 62.50% 25.00%

0.00% 0.00% 0.00%

0.00% 0.00% 0.00%

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 6.1 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Entire sample

Mean 171409.89

Median 95000.00

Minimum 1500.00

Maximum 730000.00

Table 6.2 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out for public and private colleges Is your college Mean public or private? Public 246428.57 Private 123670.73

Median

Minimum

Maximum

75000.00 100000.00

15000.00 1500.00

730000.00 250000.00

Table 6.3 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 30000 30000+ 39000 More than 39000

41 | P a g e

Mean

Median

Minimum

Maximum

185250.00

62500.00

1500.00

730000.00

189775.60

58878.00

15000.00

600000.00

145000.00

100000.00

60000.00

250000.00

150000.00

150000.00

150000.00

150000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 6.4 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

50000.00

50000.00

50000.00

50000.00

90537.80 304285.71

59439.00 225000.00

1500.00 90000.00

250000.00 730000.00

Table 6.5 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 – 3000 3000+ - 6000 More than 6000

42 | P a g e

Mean 37166.67 105969.50 245833.33 215000.00

Median 50000.00 74439.00 187500.00 150000.00

Minimum 1500.00 25000.00 20000.00 15000.00

Maximum 60000.00 250000.00 730000.00 600000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Which departments in your college, in order of their level of quantity of manpower contribution, spend the most staff time organizing, conducting and analyzing tours of your college? Community College 1) The Office of Recruitment 2) Admissions 3) Recruiting, admissions, educational outreach 4-Year College 1) Undergrad Admissions 2) Admissions 3) 1. Admissions 2. Marketing 3. Institutional Research 4) Admissions 5) Admissions 6) Undergraduate Admission Marketing 7) Admissions 8) Admission only 9) Admissions, Academic Departments, Marketing 10) Admissions Food Services Conference Services Faculty 11) Recruitment Communications Center High School Relations Admissions 12) Admission 13) Only the Office of Undergraduate Admissions. 14) Admissions 15) Admissions 16) Office of Admission, University Events, Academic Affairs, Auxiliary Services 17) Admission Office 18) admissions 19) Admissions, Athletics Research-Oriented College or University 1) Visitors Center Staff 2) Welcome Center - Enrollment Services 3) Marketing & Recruitment 4) Campus visits team 5) Admission & Financial Aid 6) Undergrad Admissions 7) Admissions 8) Admissions Visitor Relations Academic Units 9) Undergraduate Admission College of Engineering College of Nursing & Health Professions College of Arts & Sciences Christ College-The Honors College College of Business Dining Services Staff Facilities Management/Housekeeping Harre Union Conference Staff/Reservations 43 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition 10) undergraduate admissions gradaute admissions

44 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 7.1 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Entire sample

Mean 56773.95

Median 15000.00

Minimum 2000.00

Maximum 365000.00

Table 7.2 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

75150.00 40068.45

20000.00 12253.00

5500.00 2000.00

365000.00 250000.00

Table 7.3 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

45 | P a g e

Mean

Median

Minimum

Maximum

59812.50

16500.00

2500.00

365000.00

46536.14 79000.00

15000.00 30000.00

3000.00 6000.00

250000.00 250000.00

36000.00

36000.00

2000.00

70000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 7.4 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

16000.00

13000.00

10000.00

25000.00

30354.42 130000.00

10126.50 60000.00

2000.00 10000.00

250000.00 365000.00

Table 7.5 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

46 | P a g e

Mean 8375.00 57650.60 78333.33 66750.00

Median 8000.00 12253.00 22500.00 27500.00

Minimum 2500.00 3000.00 2000.00 5500.00

Maximum 15000.00 250000.00 365000.00 250000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

What are some of the college's most effective means of advertising and promoting its special event days and other ways to foster visits of potential students to the college? Be specific. Describe efforts in print and traditional media, social media, email marketing, and other means of outreach. Community College 1) Social Media, direct mail, radio and press release for local newspapers. 2) website facebook/email direct mailing 3) Internet, newspaper, radio, TV 4) we use all three: print, social media and email campaigns 4-Year College 1) Print media--postcards Email campaigns Counselor referral high school visits 2) High school posters, print media mailings, email marketing 3) Email marketing to prospects. Printed pieces for recruits and applicants. 4) email marketing college fairs social media print 5) Emails. Social Media. Flyers and Posters 6) Social media, e-comm, physical mailings, Admission counselor calls, college fairs, high school visits, 7) Email marketing to prospects and to college counselors or advisors. In limited cases, print mailing. 8) website, postcards, emails, conversations with students, phone calls 9) E-mail marketing Print marketing 10) High School Guidance & Lunchroom Visits Call campaigns to prospective students Community Outreach Postcard Mailing Campaigns Social Media Boosts Referral Campaigns from current students 11) Personalized campus visit emails to students that have come on campus, direct contact with students at college fairs, high school visits on the road encouraging students to attend. 12) Printed invitations, printed save the dates, multiple email campaigns, and college fair handouts. 13) Print Media - postcards for specific programs Email Marketing Social Media counselors promoting specific programs over their social media accounts 14) Promotion of the visit from the admission counselor continues to be the most effective; the largest success we've seen is by adjusting the content of the program to fit a particular type of student and then promoting it on all channels; social media does play a large role, particularly in the class groups 15) Postcards, phone calls, email and social media 16) digital 17) Email marketing, print marketing, social media marketing 47 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

48 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition Research-Oriented College or University 1) We send print save-the-dates and print invites for every event. We send weekly emails to a specified student pool in our CRM for each event to raise awareness. We promote events on all social media platforms including Twitter, Instagram, Facebook, Pinterest, and Snapchat. We have student callers who call five days a week promoting events and tours. We print handouts for college fairs and school visits to promote events and post flyers around the communities. 2) postcards, eblasts and text messages 3) Facebook ads, emails, phone calls from students, mailings and counselor outreach to their inquiries, high school counselor promotion 4) Print materials to search buys Social Media (Facebook, Instagram, Twitter) Voicemail blasts to seniors who have not applied Emails to all students who have applied and have not applied but haven't visited campus yet. 5) Print, Social Media, Email, Phone 6) Emails, postcards, bookmarkers, posters, traditional media 7) Website, brochures, emails/reminders 8) Website promotions, Facebook/Social Media messages from their "territory" admission counselors, post cards that parents also see in the mail, mass email about specific visit days 9) Postcards to prospects, email blasts, promotion on the home page of the website, social media posts

49 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 8.1 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Entire sample

No Answer 2.94%

Yes 23.53%

No 73.53%

Table 8.2 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out for public and private colleges Is your college public or private? Public Private

No Answer

Yes

No

0.00% 4.76%

15.38% 28.57%

84.62% 66.67%

Table 8.3 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ - 39000 More than 39000

50 | P a g e

No Answer 0.00% 0.00% 0.00% 12.50%

Yes 11.11% 33.33% 25.00% 25.00%

No 88.89% 66.67% 75.00% 62.50%

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 8.4 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College Research-Oriented College or University

No Answer

Yes

No

0.00% 5.00% 0.00%

25.00% 25.00% 20.00%

75.00% 70.00% 80.00%

Table 8.5 Has the college hired any consultant or advisor to assist it in any aspect of developing college tours over the past five years? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

51 | P a g e

No Answer 11.11% 0.00% 0.00% 0.00%

Yes 11.11% 44.44% 12.50% 25.00%

No 77.78% 55.56% 87.50% 75.00%

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 9.1 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Entire sample

Mean 10937.50

Median 0.00

Minimum 0.00

Maximum 100000.00

Table 9.2 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

5555.56 17857.14

0.00 0.00

0.00 0.00

30000.00 100000.00

Table 9.3 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

52 | P a g e

Mean

Median

Minimum

Maximum

4285.71

0.00

0.00

30000.00

11250.00 33333.33

10000.00 0.00

0.00 0.00

25000.00 100000.00

0.00

0.00

0.00

0.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 9.4 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

10000.00

0.00

0.00

30000.00

13888.89 5000.00

0.00 0.00

0.00 0.00

100000.00 20000.00

Table 9.5 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

53 | P a g e

Mean 0.00 43333.33 4166.67 5000.00

Median 0.00 30000.00 0.00 0.00

Minimum 0.00 0.00 0.00 0.00

Maximum 0.00 100000.00 25000.00 20000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 10 In each of the following years, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Table 10.1.1 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Entire sample

Mean 5.68

Median 0.90

Minimum 0.00

Maximum 60.00

Table 10.1.2 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

2.82 7.43

0.00 0.95

0.00 0.00

17.00 60.00

Table 10.1.3 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 54 | P a g e

Mean

Median

Minimum

Maximum

4.29

0.00

0.00

20.00

11.22 1.70

2.00 0.00

0.00 0.00

60.00 10.00

CAMPUS TOURS BENCHMARKS, 2017 Edition More than 39000

3.65

3.00

0.00

10.00

Table 10.1.4 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

0.00

0.00

0.00

0.00

6.93 4.44

0.90 1.00

0.00 0.00

60.00 17.00

Table 10.1.5 In 2016-17, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 4.32 7.99 4.33 5.13

Median 0.45 0.00 0.50 2.00

Minimum 0.00 0.00 0.00 0.00

Maximum 20.00 60.00 20.00 17.00

Table 10.2.1 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Entire sample

55 | P a g e

Mean 5.82

Median 0.90

Minimum 0.00

Maximum 60.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 10.2.2 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

2.82 7.66

0.00 0.95

0.00 0.00

17.00 60.00

Table 10.2.3 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

4.29

0.00

0.00

20.00

11.22 2.27

2.00 0.00

0.00 0.00

60.00 10.00

3.65

3.00

0.00

10.00

Table 10.2.4 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

56 | P a g e

Mean

Median

Minimum

Maximum

0.00

0.00

0.00

0.00

6.93 4.89

0.90 2.00

0.00 0.00

60.00 17.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 10.2.5 In 2015-16, about what percentage of campus visit attendees who are prospective students would you say are coming to the college under the supervision of professional student tour companies that may bring students to a range of colleges, especially those prospective students unaccompanied by a guardian? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

57 | P a g e

Mean 4.32 7.99 5.00 5.13

Median 0.45 0.00 2.50 2.00

Minimum 0.00 0.00 0.00 0.00

Maximum 20.00 60.00 20.00 17.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

What kind of campus visit special events does your college organize and what are some of your most successful special events? Community College 1) Parent Night, Accepted Students Day, Saluqi Day, Family and Friends Day, Dual Enrollment Open House. All events have been successful but when considering yield, the most successful events have been Parent Night and Accepted Students Day. 2) daily tours semi-annual open house 3) Homecomings, guest Speakers, workshops, sporting events, cultural events, competitions 4) Bobcat Day- Premier Open House Event Honors College Visit Day- Visit for prospective honor students Transfer Info Sessions- Days geared specifically to transfer students Insight Visit Days- Department specific for (Applied Arts, Liberal Arts, Fine Arts and Communication, Business, Health Professions, Engineering 4-Year College 1) Blue & Gold Preview Day 2) Honors Day, Campus Tours, Group Tours, Open House 3) Open Houses, Accepted Student Days. 4) Showcase Saturday Celt Preview Day 5) Visitation Days 6) Admitted Student Open Houses - one big day and 7-8 smaller events 7) Scholarship Dinner 8) Half day programs (panel, tour, info session) once per month in the fall; two-day overnight program for HS seniors in the fall (separate from our usual overnight program); special visit day for HS juniors in the spring; three day program for accepted students in the spring. 9) Open House admitted student days specialized visit days by major, interest area, or year in school/post high school 10) Lancer Days (large group visits) Nursing Visit Day Engineering Visit Day Sibs Weekend Early Registration Day PreUnion (a fun day on the lake for incoming students) 11) Open Houses for non-traditional students Campus Visit Days for HS seniors & Juniors Athletic Recruitment Events 12) Shark Preview- interview weekends Holiday Days- specialized visits during the holidays VIP tours- alumni's students, prospective donors 13) Fall Preview Days, Scholars Days, Monday and Friday events and Bearcat Days (overnight event). Each are successful for different reasons, but Scholars day is our most successful event overall; every student who attends receives an academic scholarship. Bearcat Days is an event reserved for only admitted seniors. This event give them the best picture of what campus life at our institution looks like. Our Monday and Friday events are on days that students are not in class; particularly holidays.

58 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition 14) Day on Campus - Open House Preview Day - Mini Open House Academic Preview Day Open House specific to Academic Program Scholars Weekend - Overnight Program for Accepted Students Advising Day 15) Lunch at Lynn is our Monday-Friday individual visit program and has been recognized for the high level of customization. Admitted Student Experience (ASE) is an annual overnight program for 100 admitted students. 80% of students that attend this program end up enrolling. 16) Admitted Student Weekends, Orientations, Preview Days, Spirit Day in the fall, Trustee Scholarship Weekend 17) -Summer consortia events with partner institutions -Summer open houses (full day)* Summer samplers (half day) -Regional fly-ins for major market areas* -Fall senior open houses -Multicultural visit programs* -Spring junior open houses -Admitted student programming *Most successful programs 18) Open House events, Accepted Student Days Research-Oriented College or University 1) Admitted Student Days, Preview Weekend, Junior Visit Days, Daily Tours, Group Tours, Transfer Event Days, High Ability Student Days. High ability student day and admitted student days are our most effective events. 2) Bernie Visit Days on federal holidays and Saturday Open Houses 3) Not applicable 4) Preview, admitted student events, veterans/military visit day, transfer preview, Senior scholarship day, academic program specific days, Campus Bike Tour 5) Open Houses, Daily Visits, Dayton @ Dusk 4pm visit, Saturday Visits For accepted students in the spring- Accepted student days per academic unit, overnight programs, financial aid appointments, hotel sessions in select cities 6) Open Houses, Admitted Student Days 7) Open Houses, Instant Decision Days, Day in the Life (Admitted Student Day) 8) Open Houses-on campus Information Nights Counselor Luncheons Yield Events in Cities 9) Scholarship competitions for specific awards; hosted by appropriate departments. Honors College visit day by invitation only (select admits) 10) visiting days admitted student days overnight programs

59 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 11 How much did the college spend in each of the following academic years to defray the travel or other costs of students who visit the college? (In US$) Table 11.1.1 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Entire sample

Mean 9559.90

Median 0.00

Minimum 0.00

Maximum 110000.00

Table 11.1.2 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

1083.33 17384.43

0.00 697.59

0.00 0.00

10000.00 110000.00

Table 11.1.3 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

60 | P a g e

Mean

Median

Minimum

Maximum

1437.50

0.00

0.00

10000.00

3171.08 240.00

0.00 0.00

0.00 0.00

20000.00 1200.00

40820.00

10000.00

0.00

110000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 11.1.4 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

3333.33

0.00

0.00

10000.00

16884.43 1055.56

697.59 0.00

0.00 0.00

110000.00 8000.00

Table 11.1.5 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 13900.00 30174.40 1666.67 1375.00

Median 0.00 5348.80 0.00 0.00

Minimum 0.00 0.00 0.00 0.00

Maximum 76100.00 110000.00 10000.00 8000.00

Table 11.2.1 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Entire sample

Mean 9682.09

Median 0.00

Minimum 0.00

Maximum 115000.00

Table 11.2.2 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

61 | P a g e

Mean

Median

Minimum

Maximum

975.00 17719.40

0.00 1236.24

0.00 0.00

9000.00 115000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 11.2.3 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

1312.50

0.00

0.00

9000.00

3205.18 300.00

0.00 0.00

0.00 0.00

20000.00 1500.00

41523.20

10000.00

0.00

115000.00

Table 11.2.4 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

3000.00

0.00

0.00

9000.00

17042.48 1277.78

1200.00 0.00

0.00 0.00

115000.00 10000.00

Table 11.2.5 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

62 | P a g e

Mean 13445.14 31309.06 1666.67 1587.50

Median 0.00 5118.12 0.00 0.00

Minimum 0.00 0.00 0.00 0.00

Maximum 72616.00 115000.00 10000.00 10000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 11.3.1 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Entire sample

Mean 10172.00

Median 0.00

Minimum 0.00

Maximum 115000.00

Table 11.3.2 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

1000.00 18638.46

0.00 1500.00

0.00 0.00

10000.00 115000.00

Table 11.3.3 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

63 | P a g e

Mean

Median

Minimum

Maximum

1437.50

0.00

0.00

10000.00

3857.14 360.00

0.00 0.00

0.00 0.00

25000.00 1800.00

42800.00

10000.00

0.00

115000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 11.3.4 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

3333.33

0.00

0.00

10000.00

17907.69 1277.78

500.00 0.00

0.00 0.00

115000.00 10000.00

Table 11.3.5 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

64 | P a g e

Mean 15114.29 31625.00 1666.67 1500.00

Median 0.00 5750.00 0.00 0.00

Minimum 0.00 0.00 0.00 0.00

Maximum 79000.00 115000.00 10000.00 10000.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 12.1 How many tour guides does the college currently use or employ? Entire sample

Mean 44.84

Median 40.50

Minimum 6.00

Maximum 150.00

Table 12.2 How many tour guides does the college currently use or employ? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

53.17 39.85

47.50 37.50

6.00 6.00

150.00 100.00

Table 12.3 How many tour guides does the college currently use or employ? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

65 | P a g e

Mean

Median

Minimum

Maximum

42.88

21.00

6.00

150.00

42.11 47.43

20.00 40.00

6.00 20.00

110.00 100.00

47.63

43.00

30.00

70.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 12.4 How many tour guides does the college currently use or employ? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

32.00

17.00

6.00

73.00

34.84 67.70

30.00 62.50

6.00 22.00

110.00 150.00

Table 12.5 How many tour guides does the college currently use or employ? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

66 | P a g e

Mean 34.00 39.57 50.63 55.88

Median 35.00 40.00 28.50 55.00

Minimum 6.00 13.00 6.00 17.00

Maximum 73.00 70.00 150.00 110.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 13.1 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Entire sample

Mean 67.87

Median 75.00

Minimum 0.00

Maximum 100.00

Table 13.2 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

69.50 66.84

77.50 75.00

0.00 5.00

100.00 100.00

Table 13.3 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

67 | P a g e

Mean

Median

Minimum

Maximum

50.00

50.00

0.00

100.00

68.63 67.86

72.00 70.00

5.00 50.00

100.00 80.00

85.00

90.00

50.00

100.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 13.4 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

40.00

40.00

0.00

80.00

67.44 77.00

75.00 82.50

5.00 35.00

100.00 100.00

Table 13.5 What percentage of the tour guides that your college uses were tour guides at any time in the prior year? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

68 | P a g e

Mean 61.11 67.86 63.57 79.25

Median 75.00 75.00 55.00 92.50

Minimum 0.00 5.00 40.00 35.00

Maximum 100.00 100.00 100.00 100.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 14.1 What is the average hourly rate of pay for your tour guides? (In US$) Entire sample

Mean 7.78

Median 8.33

Minimum 0.00

Maximum 12.00

Table 14.2 What is the average hourly rate of pay for your tour guides? (In US$) Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

8.45 7.34

8.50 8.25

0.00 0.00

12.00 11.00

Table 14.3 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

69 | P a g e

Mean

Median

Minimum

Maximum

7.67

9.50

0.00

12.00

8.51 7.46

8.05 8.50

7.50 0.00

10.50 10.50

7.68

8.33

0.00

11.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 14.4 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College Research-Oriented College or University

Mean

Median

Minimum

Maximum

7.06 7.26 9.43

9.13 8.05 9.50

0.00 0.00 7.50

10.00 12.00 12.00

Table 14.5 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

70 | P a g e

Mean 6.47 7.97 8.79 8.38

Median 8.05 9.13 10.00 8.25

Minimum 0.00 0.00 0.00 7.25

Maximum 10.00 11.00 12.00 9.50

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 15.1 What percentage of student visitors would you say attend with a parent or guardian? Entire sample

Mean 76.72

Median 85.00

Minimum 10.00

Maximum 97.00

Table 15.2 What percentage of student visitors would you say attend with a parent or guardian? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

71.38 80.37

85.00 85.00

10.00 25.00

90.00 97.00

Table 15.3 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

71 | P a g e

Mean

Median

Minimum

Maximum

58.33

60.00

10.00

90.00

80.33 84.29

85.00 85.00

40.00 75.00

90.00 95.00

88.14

90.00

80.00

97.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 15.4 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

46.25

42.50

10.00

90.00

79.72 83.50

85.00 85.00

25.00 60.00

97.00 95.00

Table 15.5 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

72 | P a g e

Mean 68.38 82.50 70.00 86.00

Median 80.00 90.00 77.50 87.50

Minimum 10.00 35.00 40.00 73.00

Maximum 97.00 95.00 95.00 90.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Over the past two years what has the college changed about the campus tour and why have you done so? Community College 1) We have changed the opening of the tour to include an overview of the college from an Admissions Counselor to better inform the potential student of what the college has to offer. 2) nothing drastically 3) More fun things 4-Year College 1) New Visitor Center Updated opening session 2) Tour route. 3) Tour room in housing 4) We now have summer visitation days. This is to increase the number of students who would have an opportunity to see the campus. 5) Additional training, continued evaluation of route and messaging, professional clothing, detailed training manuals; it provides prospective students with a better experience at RMC. 6) We are unusual in that we do not script tours. We instead give talking points and ask students to share personal anecdotes to illustrate those points. We have started moving toward more standardization. 7) added an afternoon admissions presentation to answer visitor questions. updated presentation. focus on storytelling. 8) Increased narrative and campus story. 9) We offer a free t-shirt to all visitors after their tour is completed. 10) More personalized, genuine tour guides not doing it just for the JOB, interactive questions 11) We have changed our tour route and script. We have changed the route due to construction on campus as well as in an effort to highlight the best areas of our campus, to put our best foot forward. We also have modified our script to give a more holistic campus visit experience where the same information is not being repeated throughout the day. 12) We changed the name of the undergraduate open houses to preview days; we did this to enhance the show rate and provide the event more of a program-like feel. 13) Specific training for tour guides on connecting with families. Dividing tour to upper and lower to put more focus on specifics of each. Paperless registration for personal & program visits. Less likely to misspell names or loose paperwork. Went to two tour times a day instead of the top of the hour to better streamline scheduling and setting up meetings with counselors and professors. Added personalized parking spaces for visitors. Added more signage to the campus for branding purposes.

73 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition Research-Oriented College or University 1) We have tried to make the visit experience more personalized by items given at check-in and creating a more welcome atmosphere in the Visitors Center when they arrive to make the students feel special. 2) More 'story telling' in script 3) Included more accommodation tours as this is of interest to prospective students and parents 4) Organized routes of campus in line with academic program interest. 5) Enhanced our visitors’ center to make the waiting time more appealing and more about the university. We did this so the experience wasn't just about what they heard in the presentation or saw on the tour, but the experience as a whole. 6) Continue to add stops, due to new buildings being constructed. 7) Changed times to make it easier to find parking and added specific designated parking for tour visitors 8) Several visitor enhancements including catering, nicer tour routes, etc. 9) We try very hard to have one tour guide per family (two families at most) so we can personalize the tour for them/show them what THEY want to see as well as some of the areas that we feel are critical for them to develop a better understanding of our school. They are so appreciative. 10) we constantly evaluate the tour routes as well as make seasonal adjustments

74 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16 For about what percentage of your student visitors would you say are the following facilities an important factor in their application or attendance decision? Table 16.1.1 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Entire sample

Mean 65.00

Median 75.00

Minimum 0.00

Maximum 100.00

Table 16.1.2 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

65.83 64.44

75.00 72.50

0.00 20.00

100.00 100.00

Table 16.1.3 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

75 | P a g e

Mean

Median

Minimum

Maximum

56.25

50.00

0.00

100.00

61.11 74.29

70.00 75.00

25.00 50.00

100.00 90.00

71.67

77.50

20.00

100.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.1.4 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

30.00

40.00

0.00

50.00

61.18 82.00

60.00 80.00

20.00 50.00

100.00 100.00

Table 16.1.5 For about what percentage of your student visitors would you say are student housing facilities an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 61.43 62.14 53.13 82.50

Median 60.00 70.00 55.00 80.00

Minimum 35.00 20.00 0.00 60.00

Maximum 95.00 100.00 90.00 100.00

Table 16.2.1 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Entire sample

Mean 40.10

Median 40.00

Minimum 5.00

Maximum 100.00

Table 16.2.2 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

76 | P a g e

Mean

Median

Minimum

Maximum

47.17 35.39

45.00 35.00

7.00 5.00

100.00 80.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.2.3 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

39.88

35.00

5.00

90.00

40.44 42.14

25.00 40.00

7.00 20.00

100.00 70.00

37.50

40.00

5.00

80.00

Table 16.2.4 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

23.00

20.00

9.00

40.00

34.35 55.00

30.00 55.00

5.00 20.00

90.00 100.00

Table 16.2.5 For about what percentage of your student visitors would you say are gym and other athletic facilities an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 20.71 36.71 38.00 62.13

Median 20.00 40.00 35.00 72.50

Minimum 5.00 5.00 9.00 7.00

Maximum 40.00 65.00 70.00 100.00

Table 16.3.1 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Entire sample 77 | P a g e

Mean 31.66

Median 25.00

Minimum 3.00

Maximum 90.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.3.2 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

38.00 27.78

40.00 15.00

3.00 5.00

85.00 90.00

Table 16.3.3 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

78 | P a g e

Mean

Median

Minimum

Maximum

44.00

40.00

3.00

85.00

17.78 45.71

10.00 35.00

5.00 10.00

50.00 90.00

21.67

12.50

10.00

60.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.3.4 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

21.50

21.50

3.00

40.00

27.06 41.50

15.00 35.00

5.00 10.00

85.00 90.00

Table 16.3.5 For about what percentage of your student visitors would you say are libraries an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 24.17 22.57 40.00 36.88

Median 15.00 15.00 40.00 27.50

Minimum 10.00 3.00 10.00 5.00

Maximum 60.00 75.00 90.00 85.00

Table 16.4.1 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Entire sample

Mean 46.03

Median 45.00

Minimum 4.00

Maximum 100.00

Table 16.4.2 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

79 | P a g e

Mean

Median

Minimum

Maximum

47.58 45.00

50.00 32.50

4.00 10.00

90.00 100.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.4.3 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

46.13

45.00

4.00

90.00

34.11 65.00

15.00 80.00

7.00 10.00

80.00 100.00

41.67

32.50

20.00

80.00

Table 16.4.4 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

24.67

30.00

4.00

40.00

38.35 65.50

25.00 75.00

7.00 10.00

90.00 100.00

Table 16.4.5 For about what percentage of your student visitors would you say are classrooms an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 24.29 41.29 63.75 51.50

Median 20.00 25.00 75.00 55.00

Minimum 10.00 4.00 10.00 7.00

Maximum 60.00 90.00 100.00 90.00

Table 16.5.1 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Entire sample 80 | P a g e

Mean 20.82

Median 17.50

Minimum 0.00

Maximum 60.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.5.2 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

20.27 21.18

20.00 15.00

0.00 0.00

60.00 60.00

Table 16.5.3 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

81 | P a g e

Mean

Median

Minimum

Maximum

25.83

27.50

0.00

60.00

12.56 22.86

15.00 15.00

2.00 0.00

25.00 60.00

25.83

27.50

10.00

50.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.5.4 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

5.00

5.00

0.00

10.00

19.44 26.20

15.00 27.50

0.00 2.00

60.00 60.00

Table 16.5.5 For about what percentage of your student visitors would you say are performing arts facilities an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

Mean 11.00 13.57 30.63 23.50

Median 10.00 15.00 27.50 22.50

Minimum 0.00 0.00 10.00 2.00

Maximum 30.00 25.00 60.00 60.00

Table 16.6.1 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Entire sample

Mean 48.27

Median 55.00

Minimum 3.00

Maximum 100.00

Table 16.6.2 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out for public and private colleges Is your college public or private? Public Private

82 | P a g e

Mean

Median

Minimum

Maximum

43.58 51.39

37.50 60.00

3.00 10.00

80.00 100.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 16.6.3 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

Mean

Median

Minimum

Maximum

41.00

35.00

3.00

80.00

36.67 58.57

25.00 60.00

10.00 10.00

80.00 95.00

63.33

77.50

10.00

100.00

Table 16.6.4 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

11.00

10.00

3.00

20.00

48.53 59.00

60.00 65.00

10.00 25.00

100.00 95.00

Table 16.6.5 For about what percentage of your student visitors would you say are cafeteria, cafes, restaurants and other eating facilities an important factor in their application or attendance decision? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

83 | P a g e

Mean 37.14 46.86 51.88 55.63

Median 20.00 60.00 60.00 67.50

Minimum 10.00 3.00 10.00 20.00

Maximum 100.00 90.00 95.00 80.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Does the college have special campus tours aimed at particular populations such as international students, veterans, high SAT score students, or other special groups? If so which ones? Community College 1) We do special tours upon request for any agency, school, non- profit/profit organization or trio program. 2) no 3) No 4-Year College 1) Dept. specific tours 2) No 3) No. 4) No 5) No 6) We have some dedicated to Admitted Students Only 7) Veterans; special tours for Equine and Aviation 8) No - there is one admission tour for everyone. 9) Presidential Scholarship Competition (high test scores/gpa) 10) Athletes and high-ability seniors (ACT/SAT & GPA) 11) Yes, transfer presentations, nursing presentations, admitted student presentations. 12) No. 13) No 14) The university offers special campus visit programs based on academic program; for example, we have an event for prospective fashion students centered around the university's annual fashion show; we also invite prospective students interested in our academic support program to attend a conference (and student program) focused on the transition from high school to college for students with learning differences. 15) No 16) Yes, we have a college tour for high school guidance counselors. Research-Oriented College or University 1) Yes. Transfer students, high SAT/ACT score students, admitted students, and local students (within 2 hours from campus). 2) High ACT/SAT - Scholars Day 3) No 4) Yes....veterans, high achieving students, transfer students, engineering, Ag, Performing arts 5) No 6) No 7) not tours 8) We have events targeted for students listed above. No tours specifically. 84 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition 9) On our honors college visit day because this audience is select/invited admitted students who may be admitted to the program. 10) N/A

85 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 17.1 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Entire sample

Mean 8.88

Median 5.00

Minimum 0.00

Maximum 30.00

Table 17.2 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out for public and private colleges Is your college public or private? Public Private

Mean

Median

Minimum

Maximum

8.25 9.44

5.50 5.00

0.00 0.00

30.00 30.00

Table 17.3 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ 39000 More than 39000

86 | P a g e

Mean

Median

Minimum

Maximum

6.80

9.00

0.00

15.00

13.86 1.67

15.00 0.00

0.00 0.00

30.00 5.00

7.50

7.50

5.00

10.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 17.4 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College ResearchOriented College or University

Mean

Median

Minimum

Maximum

3.00

0.00

0.00

9.00

10.56 9.40

10.00 5.00

0.00 0.00

30.00 30.00

Table 17.5 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

87 | P a g e

Mean 6.67 6.00 11.00 11.40

Median 0.00 5.00 7.00 10.00

Minimum 0.00 0.00 0.00 0.00

Maximum 20.00 15.00 30.00 30.00

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 18.1 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Entire sample

No Answer 5.88%

Yes 14.71%

No 79.41%

Table 18.2 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out for public and private colleges Is your college public or private? Public Private

No Answer

Yes

No

7.69% 4.76%

15.38% 14.29%

76.92% 80.95%

Table 18.3 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Annual Tuition, $ Annual Tuition, $ Less than 12000 12000 - 30000 30000+ - 39000 More than 39000

88 | P a g e

No Answer 11.11% 0.00% 12.50% 0.00%

Yes 22.22% 22.22% 12.50% 0.00%

No 66.67% 77.78% 75.00% 100.00%

CAMPUS TOURS BENCHMARKS, 2017 Edition

Table 18.4 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Carnegie class or type of college Carnegie class or type of college Community College 4-Year College Research-Oriented College or University

No Answer

Yes

No

25.00% 5.00% 0.00%

25.00% 15.00% 10.00%

50.00% 80.00% 90.00%

Table 18.5 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college? Broken out by Enrollment Enrollment Less than 2000 2000 - 3000 3000+ - 6000 More than 6000

89 | P a g e

No Answer 11.11% 11.11% 0.00% 0.00%

Yes 0.00% 33.33% 25.00% 0.00%

No 88.89% 55.56% 75.00% 100.00%

CAMPUS TOURS BENCHMARKS, 2017 Edition

If your college has studied the issue how much does it cost per visitor to attract and host a visitor who is a potential student of the college? (Note the costs you consider, i.e. marketing, personnel, security, etc. and break it out if possible.) Community College 1) NA 2) 250 4-Year College 1) N/A 2) NA 3) N/A 4) 3600 5) unknown 6) N/A Research-Oriented College or University 1) £10-£20 per person 2) No 3) n/a -- to many non-measurable factors with this

90 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

What resources -- websites, conferences, listservs, blogs, magazines, and other resources -- do you find most useful in planning and developing your college tours? Community College 1) TACRAO Conference, AACRAO Journal, SACRAO publications, articles from the web. 2) All of the above in question 4-Year College 1) websites listservs 2) CIVSA 3) Websites. Webinars 4) CIVSA - www.civsa.org 5) Regional and national conferences; tour experiences from other schools; follow-up tour surveys from prospective students; higher education blogs 6) Benchmarking against other schools. Going on tours at other schools. 7) We use EMAS Recruitment Pro to schedule visits and manage our communication for prospect students. We tried using Georama to conduct live online tours, but realized our campus was a little small for this endeavor. However, we would recommend to larger schools. 8) visitdays, CIVSA 9) CIVAS 10) Websites Conferences 11) Campus Visitor and Information Services Association (CIVSA) Render Experiences 12) Listservs, conferences, consultant, websites Research-Oriented College or University 1) Conferences, listservs, higher ed. articles, and word of mouth from colleagues in the field. 2) Welcome Center Professionals Conference 3) N/A 4) CIVSA 5) Conferences- CIVSA Customer Service websites and blogs 6) CIVSA 7) Blogs, conferences 8) CIVSA website and conference and list-serve. Terrific sharing of ideas and support for each other.

91 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

What kind of advice can you offer to your peers regarding the development, marketing and conduct of campus tours? Community College 1) Remember how you would feel if you were trying to decide if this college is a fit and be sure to listen to the people on the tour. 2) More interaction, show facilities, meet current students, etc. 4-Year College 1) Visit other schools and continue to add buy in to your program 2) Customer service is the key. 3) Stay current. 4) Be true to your institution. Don’t try to be something that you are not. present a realistic view of your campus. 5) It's all about hiring the right people and giving top-notch training. 6) Listen to the current students to help guide the campus tour experience. 7) Change is always necessary and continuous. Organization plays a major role in creating the "wow" experience. 8) Be as authentic as possible to the experience a student would have once enrolled. When you can achieve that, you are closer to ensuring that by the time a student concludes a visit, they are sure whether or not they are a fit for the institution and if the institution is a fit for them. Having more of those "aha moments" ultimately impact retention and graduation rates. 9) Be concerned with how a space and what you do make a visitor feel. Personalize as much of the visit as possible. Have visitors interact with current students in different situations, the tour, dining hall someone with their major interest. Listen to your tour guides. Their perspective is close to the students who are visiting. Research-Oriented College or University 1) Students want to feel like you want them. You must make your campus visit program special. Whether you have 2 students or 700 for a single visit/event, each one wants to feel special and desired to some degree. 2) Planning is everything! 3) Make them fun! 4) Be authentic- that's what people want 5) You can't overstrain your tour guides. Tone must be set top-down......positive and welcoming.

92 | P a g e

CAMPUS TOURS BENCHMARKS, 2017 Edition

Other than your own college, which colleges do you particularly admire for the effectiveness of their college tours? Community College 1) Ole Miss, Arkansas 4-Year College 1) UT Knoxville 2) University of Houston, University of Saint Thomas, 3) Small, private colleges who provide individual opportunities throughout the visit experience. 4) DePaul University, Loyola University, Columbia College 5) Carroll University, University of Miami, Carthage College, St. Leo University 6) Elon, Furman, Hendrix, The Ohio State University Research-Oriented College or University 1) N/A 2) University of Exeter 3) unsure 4) N/A 5) High Point University 6) William Paterson; Baylor

93 | P a g e