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Campus Tours Benchmarks, 2017 Edition

Campus Tours Benchmarks, 2017 Edition

The study presents detailed data from 34 higher education institutions -- 21 private and 13 public colleges and universities -- about their campus tour operations including but not limited to: trend data in the number of visitors attracted demographic characteristics of the visiting population, i.e., the percentage of visitors accounted for by adult students, international students, high school juniors, high school seniors and other distinct groups; operations data, staff time and funds spent on campus tours; marketing data, spending on the promotion of campus tours; and the use of consultants and the impact of professional student tour operators. The report also covers the actual staging of the campus tour with specific data about stops on the tour deemed most critical; it also has extensive coverage of the number of student guides, their rates of pay and training and retention policies. The study includes advice from peers and a list of institutions worthy of emulation in the opinion of the survey participants.
Data is broken out for public and private colleges, and by enrollment level, tuition level and type of higher education institution. Just a few of the 93-page report’s many findings are that:
Colleges in the sample expect to have a mean of 7,402 student visitors in 2016-17, which would represent an increase of 3.2% over the previous year.
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.
4-year colleges dedicated the greatest percentage of tour spending to specialized tours for particular student populations such as athletes, performing artists, or other types of particular populations -- 10.6%, compared with 3% for community colleges and 9.4% in research-oriented colleges.


THE QUESTIONNAIRE
PARTICIPANTS LIST
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Sample Characteristics
Student Visitors by Grade
Number of Student Visitors
Age of Student Visitors
Nationality of Student Visitors
Staff Time Dedicated to Campus Visits
Costs of Campus Visits
Advertising and Promotion
Use of Consultants
Tour Groups
Special Events
Subsidizing the Costs of Student Travel
Tour Guides
Percentage of Students Visiting with a Parent
Changes Made to Campus Tours
College Facilities Favored by Tour Attendees
Use of Specialized Tours for Specific Groups
Cost Analysis for Campus Tours
Resources
Advice for Fellow Colleges
Most Effective Campus Tours
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?
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
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, $
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
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
Table 1.2.1 What percentage of the prospective students who make campus visits would you say are high school juniors?
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
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, $
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
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
Table 1.3.1 What percentage of the prospective students who make campus visits would you say are high school seniors?
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
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, $
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
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
Table 1.4.1 What percentage of the prospective students who make campus visits would you say are other?
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
Table 1.4.3 What percentage of the prospective students who make campus visits would you say are other? Broken out by Annual Tuition, $
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
Table 1.4.5 What percentage of the prospective students who make campus visits would you say are other? Broken out by Enrollment
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?
Table 2.1.2 How many student visitors has the college had in 2014-15? Broken out for public and private colleges
Table 2.1.3 How many student visitors has the college had in 2014-15? Broken out by Annual Tuition, $
Table 2.1.4 How many student visitors has the college had in 2014-15? Broken out by Carnegie class or type of college
Table 2.1.5 How many student visitors has the college had in 2014-15? Broken out by Enrollment
Table 2.2.1 How many student visitors has the college had in 2015-16?
Table 2.2.2 How many student visitors has the college had in 2015-16? Broken out for public and private colleges
Table 2.2.3 How many student visitors has the college had in 2015-16? Broken out by Annual Tuition, $
Table 2.2.4 How many student visitors has the college had in 2015-16? Broken out by Carnegie class or type of college
Table 2.2.5 How many student visitors has the college had in 2015-16? Broken out by Enrollment
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)
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
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, $
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
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
Table 3.1 What percentage of prospective student visitors are older than 25 years of age?
Table 3.2 What percentage of prospective student visitors are older than 25 years of age? Broken out for public and private colleges
Table 3.3 What percentage of prospective student visitors are older than 25 years of age? Broken out by Annual Tuition, $
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
Table 3.5 What percentage of prospective student visitors are older than 25 years of age? Broken out by Enrollment
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?
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
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, $
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
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
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?
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
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, $
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
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
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$)
Table 6.2 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out for public and private colleges
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, $
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$) Broken out by Carnegie class or type of college
Table 6.5 About how much for salaries, promotion and other costs did your college spend for campus visits in the past year? (In US$) Broken out by Enrollment
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?
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$)
Table 7.2 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out for public and private colleges
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, $
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$) Broken out by Carnegie class or type of college
Table 7.5 How much did the college spend in the past year to promote campus visits and special days or events designed to attract visitors who are potential students of the college? (In US$) Broken out by Enrollment
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.
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?
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
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, $
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
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
Table 9.1 How much has the college spent on this and other consultants for college tours over the past five years? (In US$)
Table 9.2 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out for public and private colleges
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, $
Table 9.4 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Carnegie class or type of college
Table 9.5 How much has the college spent on this and other consultants for college tours over the past five years? (In US$) Broken out by Enrollment
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?
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
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, $
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
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
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?
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
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, $
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
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
What kind of campus visit special events does your college organize and what are some of your most successful special events?
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$)
Table 11.1.1 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$)
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$) Broken out for public and private colleges
Table 11.1.3 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Annual Tuition, $
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$) Broken out by Carnegie class or type of college
Table 11.1.5 How much did the college spend in 2014-15 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment
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$)
Table 11.2.2 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges
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, $
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$) Broken out by Carnegie class or type of college
Table 11.2.5 How much did the college spend in 2015-16 academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment
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$)
Table 11.3.2 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out for public and private colleges
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, $
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$) Broken out by Carnegie class or type of college
Table 11.3.5 How much will the college spend in 2016-17 (anticipated) academic year to defray the travel or other costs of students who visit the college? (In US$) Broken out by Enrollment
Table 12.1 How many tour guides does the college currently use or employ?
Table 12.2 How many tour guides does the college currently use or employ? Broken out for public and private colleges
Table 12.3 How many tour guides does the college currently use or employ? Broken out by Annual Tuition, $
Table 12.4 How many tour guides does the college currently use or employ? Broken out by Carnegie class or type of college
Table 12.5 How many tour guides does the college currently use or employ? Broken out by Enrollment
Table 13.1 What percentage of the tour guides that your college uses were tour guides at any time in the prior year?
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
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, $
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
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
Table 14.1 What is the average hourly rate of pay for your tour guides? (In US$)
Table 14.2 What is the average hourly rate of pay for your tour guides? (In US$) Broken out for public and private colleges
Table 14.3 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Annual Tuition, $
Table 14.4 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Carnegie class or type of college
Table 14.5 What is the average hourly rate of pay for your tour guides? (In US$) Broken out by Enrollment
Table 15.1 What percentage of student visitors would you say attend with a parent or guardian?
Table 15.2 What percentage of student visitors would you say attend with a parent or guardian? Broken out for public and private colleges
Table 15.3 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Annual Tuition, $
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
Table 15.5 What percentage of student visitors would you say attend with a parent or guardian? Broken out by Enrollment
Over the past two years what has the college changed about the campus tour and why have you done so?
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?
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
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, $
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
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
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?
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
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, $
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
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
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?
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
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, $
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
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
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?
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
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, $
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
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
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?
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
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, $
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
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
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?
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
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, $
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
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
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?
Table 17.1 About what percentage of the college's overall tour spending is accounted for by these specialized tours?
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
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, $
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
Table 17.5 About what percentage of the college's overall tour spending is accounted for by these specialized tours? Broken out by Enrollment
Table 18.1 Has the college ever systematically studied the cost of attracting and hosting visitors who are potential students of the college?
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
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, $
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
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
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.)
What resources -- websites, conferences, listservs, blogs, magazines, and other resources -- do you find most useful in planning and developing your college tours?
What kind of advice can you offer to your peers regarding the development, marketing and conduct of campus tours?
Other than your own college, which colleges do you particularly admire for the effectiveness of their college tours?

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