The Challenge
In higher education recruitment, campus visits continue to be one of the most powerful conversion tools. The ability to experience the campus environment, get a sense of the community, and establish an emotional connection, provide a level of engagement that leads to a higher likelihood of enrollment. Admissions virtual campus tour mailing
For the University of Vermont, campus tours are both an opportunity and a challenge. Since a high percentage of students that visit their campus end up applying, it was important for them to remove geographic and financial barriers that prevent many prospective students from experiencing UVM in person.
UVM needed to bridge the distance gap with something tangible that would create an emotional connection while demonstrating innovation and accessibility.
The Solution
The campaign specifically targeted high school seniors who had already expressed interest in the school from six out-of-state markets. These students were sent a custom-designed cardboard VR viewer that transforms a smartphone into an immersive campus tour experience.
The branded packaging teased what the student could find inside; a 360° campus tour, which seemed impossible without knowing what surprise was in store, therefore increasing excitement and engagement.
The seemingly simple cardboard inside unfolds into a functional virtual reality viewer, complete with a prominently placed QR code directing users to the university’s web page that features 360° videos of campus life. The website header, “Put yourself at the center of the action with our 360° virtual reality experience and find out what it’s like to call UVM home”, reinforced the emotional connection the university aims to establish with their in-person tours.
The comprehensive virtual experience included tours of distinct campus locations and popular off-campus destinations, giving prospective students a well-rounded sense of both academic facilities and local culture.
The Outcome
This unique solution solved multiple problems simultaneously.
First, it created an unexpected physical touchpoint in students’ homes that stood out from the typical college brochures and letters.
Second, it invited active participation rather than passive consumption, encouraging students to engage with the mailing by physically assembling the box, navigating to their website, and touring campus virtually.
Finally, it positioned UVM as forward-thinking and technology-embracing while maintaining environmental responsibility through sustainable packaging materials.
By creating an interactive and unique recruitment touchpoint, UVM established a deeper connection that a traditional brochure or postcard could not achieve alone.Admissions virtual campus tour mailing
How might branded merch create an interactive bridge between your institution and geographically distant prospects?
