Virtual Open Days post-COVID: Forever in our hearts or straight on the scrap heap?
The virtual open event is certainly having its fifteen minutes of fame. After social distancing guidelines were introduced, education marketing teams worked tirelessly to develop creative digital solutions that ensure classrooms aren’t empty in the new academic year and beyond. But as we transition into the post-COVID era, does the virtual open day have a future?
The Elephant in the Zoom…
Our lives have been taken over by Zoom; for non-pub quizzes, family get-togethers and even weddings. But when human contact is back are families really expected to make huge financial and emotional decisions based on a quick chat with the admissions team and a shiny campus video?
Possibly not for home students, but many international students have been making these decisions with far less information for years. The virtual open day experience has provided them with an additional layer of communication, as they get the chance to speak to teachers and current students, adding authenticity that has sometimes been missed when applying through agents.
On our recent podcast, Kat Green, Director of Marketing and External Relations at Shiplake College in Oxfordshire, agreed: “We’re really looking forward to hosting live open events soon, but virtual open days have the huge advantage of families being able to join us from all over the country and around the world, particularly when they’re looking at boarding places. We have plans to develop country-specific virtual open events, as well as specific days for groups such as agents; who have very specific needs.”
The Sky(pe)’s the Limit
However successful and convenient a virtual open day might be, it’s unlikely to ever fully replace the wonder that a prospective student will feel as they walk through your front gates, see your grounds and experience the sparks of inspiration bouncing off every wall. But it can certainly be a stepping stone to an enrolment. The more facetime you can offer, you provide and care and commitment you show your prospects can certainly be no bad thing.
As you look to the future, you may offer virtual open days on demand, develop events for certain markets or stakeholder groups, or even develop your virtual offering to engage current parents and help with retention, the sky really is the limit.
The open day will never be fully replaced but continuing to develop innovative virtual solutions will help to give schools the edge as they navigate the challenges of marketing in a post-COVID world.
The Future Awaits
At Interactive Schools, disruption, transformation and empowerment are entwined in our DNA. Many of the enquiries we’ve received in the last six months have been from schools seeking support with online open events, virtual admissions centres and parent communication.
Whilst this was uncharted territory for many schools, these are initiatives we’ve been championing for many years. We created our very first virtual reality prospectus in 2010, allowing a small number of schools to enhance their desirability when visiting conferences around the world. Through augmented reality prospectuses we have been able to place prospective pupils and staff into classrooms from the other side of the world, allowing them to imagine themselves as part of the school community before they become part of it.
Let’s Talk
Virtual Open Days are here to stay. Whilst some video content and a Google tour might solve problems in the short term, #SchoolMarketers should think about how to weave digital admissions into their strategic vision to ensure maximum effect. At Interactive Schools, this is what we do.
To talk about your marketing, communications and admissions goals, get in touch and we’ll show you how we see marketing differently - you won’t regret it.