Be here from anywhere: Creating and launching the Bucknell Virtual Experience

Brandy Kift and Leah Mallett
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Brandy Kift: Director of Marketing Strategy, Bucknell University, USA
Leah Mallett: Associate Director of Digital and Social Media, Bucknell University, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 1, 96-106

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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