Just How Important Is the Virtual College Fair?
Though virtual college fairs aren’t new, the idea has taken on phenomenal new context this year due to COVID-19. And like the virtual campus visit, browse-from-home showcase events are likely to be part of recruitment efforts long after the global pandemic.
As the parent of a high school junior, I decided to check out this virtual experience for myself. I’m glad that I did.
What Are the Benefits to Students?
Attending my first virtual college fair, it was easy to see the distinct advantages of this format for students—and parents. There were mental hurdles I had to jump, too, but the more I immersed myself in the event, the more I could appreciate the benefits.
Streamlined Navigation
With 600+ colleges exhibiting and 500+ live sessions, I confess my first reaction was a sense of overload—where would I even start? But that’s not so different from what happens when a parent enters a physical exhibition center that’s bathed in fluorescent lighting and buzzing with people and possibilities. It’s a feeling that’s quickly overcome with a little strategic effort and focus.
Here’s what I found makes a virtual event relatively easy to navigate:
Filters. With a series of quick swipes, I could search by state, type of college, size, and majors. This immediately took me to a pool of potential schools that was not only manageable, but customized specifically for me.
Mobility. Since each live session has its own video conference “room,” it’s easy to hop from one to the other. (And you don’t even have to be concerned with the issue of choosing comfortable shoes that are also stylish enough not to be embarrassing.)
Breadth of Possibilities
After the initial sense of feeling overwhelmed by the sheer number of exhibitors and sessions, there’s a rush of adrenaline at the new opportunities a virtual fair presents.
First, in a virtual world, you’re no longer limited by geography. It’s just as easy to visit a college in California as it is to visit a college in Maryland. This opens the door to possibilities a student may not have really considered (and certainly wouldn’t have visited) before.
Further, the nature of the platform makes it likely that a student will discover nearby colleges that hadn’t been on their radar. It’s easy to overlook a booth in an exhibit hall when the college name is unfamiliar. But when that name pops up in a customized electronic search, there’s automatic contextual connection.
Simplicity
There’s no easier way to attend an event than from the comfort of your living room. This means less coordination with other family members’ schedules and no travel time to build in. On top of this, there is no monetary cost or eating fast food on the run. Though easier is not necessarily better, who isn’t looking to simplify life where they can?
A virtual fair further simplifies the college search by helping a student to narrow down options. Though it initially broadens the possibilities, it also helps to quickly rule out those that are not a great fit. The exploration can lead to focused selections, which means fewer in-person visits than they might have pursued otherwise.
What Is the Value to Colleges?
A typical admissions counselor thrives on being out where the people are. In today’s world, the reality is that the people are often at home behind their computers, so exhibiting at a virtual college fair is a chance to “be” where they are.
Increased Visibility
For all the reasons we’ve discussed above, participation in a virtual college fair means that more students than ever can discover your school. You’ll be able to draw interest from a wider geographic area, and your name will come up in searches where students hadn’t even heard of your school before.
Cost Savings
Your admissions representatives don’t even have to leave their offices to attend a virtual event. That means no travel costs or shipping heavy boxes. Plus, you won’t have to print as many die-cut stickers this year. While there will still be exhibitor fees and design costs, the final price tag will be relatively low for what you’ll gain.
Creative Potential
An online platform gives you the chance to use your imagination in how you’ll present your school. Not bound by a 10x10 carpeted square, you can launch out to places you couldn’t “go” at a typical college fair. For example, one session I attended was an online chat with students in their residences. You can also use screens for imaginative interactive presentations.
Maximizing the Opportunity
Simply showing up as an exhibitor at a college fair won’t yield the benefits we’ve described. In fact, a substandard presence could backfire, as students perceive your school to be out of touch. On the other hand, having a dynamic virtual presentation will highlight how forward-thinking your school is.
Here are some quick tips to maximize the opportunity of a virtual college fair:
Recruit visitors in advance. Since you’ll be competing for airtime with a huge line-up of schools, plan ahead to get on attendees’ short lists. Use social media, email, and website announcements to let prospects know that you’re eager to see them at this event.
Remember the parents. While there are plenty of highly motivated students making proactive plans for how they’ll spend their time at a virtual fair, there are also those who aren’t. For many, the parents are highly engaged (or even taking the lead) in their child’s college search. Build some of your content to appeal to parents, and include them in your pre-event promotion. (For thoughts on what they want to hear, check out this previous post on “Recruiting Parents.”)
Optimize your visual presence. How will you stand out in a crowded field of cover photos? Take a look at some virtual exhibit halls, and you’ll quickly see the kind of visuals that capture your attention. Clip art of your mascot or a photo of a 1980s concrete building probably isn’t the most compelling way to show off your school. Choose a captivating scene from your campus or a photo of students interacting, and be sure the photo quality is top-notch.
Choose your content well. Hosting live sessions on topics of interest is an ideal way to draw attendees. While general discussions about your school are important, you’ll want to be sure they don’t sound boring or generic. In addition to introductory meet-and-greet times, consider adding intriguing sessions on topics where your school will shine. For example, if you’re well-known for a particular program, devote a session to this. You can also focus on specific aspects of the college experience important to students and parents, like campus life or financial aid.
Craft your words with care. You only have a sound bite to communicate what you’ll be sharing in your virtual exhibit and sessions. Titles like “Information Session” fall flat. From my experience, here’s a round-up of some titles that stood out:
Ask Us Anything! (ok, I will!)
Residential & Campus Life (Yes, I want to see what that’s like.)
Meet Current Students (Now that’s making it real.)
Chat/Drop-in Q&A (No pressure, no commitment.)
Scholarships to Ireland for US Students (I’m there.)
Campus Culture at 7,703’ (Now that’s something different!)
Keep it authentic. The admissions reps we met were in real offices, talking with us as if we were in the same room. This was essential for making us feel connected and engaged. Keeping a sense of humor and relatability to students was key, too. The most memorable moment was a representative who shared his personal story that led him as a student to that school.
Keeping the Big Picture
What was the biggest takeaway of our family’s experience with a virtual college fair? It motivated us to take the next steps. Within two days after the event, we had identified a list of about 10 potential colleges for our son and scheduled two in-person visits. Not all of the schools on our list were even part of the fair, but the point is—the event got us moving.
Exhibiting at a virtual college fair may not generate a rush of new applications, but it will be an important component of your overall plans. Give it the attention it deserves.
