The Higher Ed Campus Visit Experience Can Make or Break a Student’s Decision

In higher education, few touchpoints are more powerful than the campus visit. When done with intention, it can transform interest into enrollment.

Years of working alongside Admissions and Enrollment teams have shown me that an enhanced visit strategy is not just a nice addition. It is essential, and the Department of Communications & Marketing must play a vital role in shaping, promoting, and elevating every visit opportunity.

• Align marketing with recruitment goals. Campus visits are a key step in the funnel, so they must reflect your brand, support your messaging, and create emotional connection from the moment families arrive.

• Support recruitment events with purpose. From open houses and info sessions to private tours, every detail matters. Planning, promotion, and on‑site execution must work together seamlessly.

• Create custom materials for every audience. Tailored brochures, digital guides, and take‑home pieces help prospective students feel seen and supported.

• Engage parents with intention. Hosting parent‑specific activities, especially Q&A sessions with current student parents, builds trust and comfort. When families feel heard, they are more likely to see your institution as the right fit.

• Include families in athletic recruitment events. Not every student‑athlete will receive an offer, but the visit still matters. Many students who fall in love with the campus during a recruitment event may choose to enroll, even if they decide not to play a sport.

• Meet regularly with enrollment leadership. Collaborative strategy sessions help track what’s working, identify gaps, and spark new ideas.

• Build signature visit programs. Launch themed events, such as gatherings for students who have committed but not yet enrolled and events specifically for local and surrounding school districts. These signature events can attract new prospects while deepening engagement with committed students and community partners.

• Strengthen local partnerships. Relationships with school districts and guidance counselors open doors for dual enrollment and create valuable early connections.

• Make visits personal and actionable. A campus visit rubric helps tailor the tour experience, capture interests, and guide thoughtful follow‑up with students and families.

Campus visits should never feel routine. They are powerful storytelling moments, and when Communications and Admissions work together to create a thoughtful and immersive experience for students and families, they do more than showcase the campus. They plant the seeds of belonging, trust, and future enrollment.