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Be here from anywhere: Creating and launching the Bucknell Virtual Experience
Journal of Education Advancement & Marketing,
7
(1),
96-106
(2022)
Abstract
What if you could capture that seeing-is-believing campus visit feeling and make it available to anyone, anywhere on the planet? That was the challenge presented to Bucknell’s communications and admissions teams — a chance to remove traditional barriers to campus visit opportunities and harness the power of technology in new and exciting ways. In this paper, you will learn how the Bucknell Virtual Experience started from scratch to become an interactive multimedia space that can be experienced on a desktop, mobile device, or through an Oculus Quest virtual reality headset. In addition, you will explore the creation of a multi-channel launch strategy — an approach that yielded best practices in both organic and paid social content.
Keywords: virtual reality (VR); marketing; social media; enrolment marketing; admissions strategy
The full article is available to subscribers to the journal.
Author's Biography
Brandy Kift is the Director of Marketing Strategy at Bucknell University, where she serves in a leadership role guiding marketing, branding and reputation initiatives and recruitment strategies. With 18 years’ experience, Brandy has a track record of developing and executing successful marketing strategies and managing brand identities in healthcare, the K-12 software industry and higher education.
Leah Mallett is the Associate Director of Digital and Social Media at Bucknell University, where she drives the university’s multi-channel social presence and visual content creation. She is passionate about the intersection of digital marketing and consumerfocused storytelling. As a communications professional, Leah has experience working in non-profit marketing, finance and higher education.
