Reinventing University Marketing with Interactive Print
Universities are always looking for new ways to engage their target audience, prospective students and stakeholders in particular. Traditional print communication is no longer enough to catch the attention of tech-savvy people. Augmented Reality (AR) now gives universities a powerful way to bridge the physical and digital worlds. This post explores Interactive Print powered by Augmented Reality and how it could change university communications and marketing.
What is Interactive Print? Interactive Print combines the tangible feel of traditional printed materials with the immersive capabilities of AR. Users interact with physical printed materials such as brochures, flyers, posters and magazines by scanning them with a smartphone or tablet. The AR overlay brings static images to life, adds a layer of interactivity and engagement and gives users a dynamic, personalized experience. Interactive Print also has a cost advantage, since it can reduce what you spend on print and direct mailing in some situations.
Interactive campaigns powered by Augmented Reality drive higher engagement and conversions, and they give marketers valuable insight into customer behavior and interests. By tracking user interactions, marketers can see what customers really want and how they engage with different experiences. With that knowledge they can improve future campaigns and understand their target audience better.
AR-driven Interactive Print campaigns can also create personalized experiences for customers. Using customer data and behavioral analytics, marketers can tailor the interactive experience of an AR campaign to each customer’s preferences. That raises engagement, and the impression lasts well after the first interaction, so the experience is a memorable one.
Improving University Communications and Marketing:
Virtual Campus Tours: Prospective students can explore the campus remotely by scanning a university brochure or flyer. They can see the layout of the campus, move through buildings, find out more about the facilities and get a feel for the atmosphere of the university firsthand.
Course Previews: Interactive print lets universities show off their academic offerings in an engaging way. By scanning a course catalog or flyer, users can reach multimedia content including lecture videos, testimonials from students and professors and interactive demonstrations, for a full preview of the educational experience.
Student Testimonials: Augmented reality can turn static photographs of students into lively videos. Prospective students scan a poster of student testimonials and watch and listen to real students share their experiences, which shows off the vibrant community and campus life.
Immersive Event Promotions: Universities often organize events such as open days, workshops and conferences. With Interactive Print, promotional materials can show extra event details, speaker bios and even registration forms, so interested people can find the information they need and get involved more easily.
Examples:
A study by the Interactive Advertising Bureau (IAB) found that AR experiences significantly increase engagement rates. Interactive Print ads had an average dwell time of 75 seconds, compared with 25 seconds for traditional print ads.
The University of California, Berkeley, used Interactive Print in its marketing strategy. AR in its campus brochures led to a 25% increase in brochure requests and a 15% increase in applications from prospective students.
A case study by the University of Manchester in the UK found that using Interactive Print in its recruitment materials raised engagement among prospective students by 30% and enrolment by 12%.
Oklahoma State University used Interactive Direct Mail technology to help increase student enrolments. The Interactive Print piece was synchronized with addressed mail lists, so the AR experience could be personalized, including the calls to action, and behavioural activity could be tracked for each recipient.
Conclusion:
Interactive print powered by Augmented Reality gives universities an exciting chance to change how they communicate and market. With AR, they can create immersive, personalized experiences that connect with their target audience. The examples and statistics above show the real benefits of bringing Interactive Print into university marketing. Adopting it helps universities stay ahead in a competitive field, attract prospective students and communicate what makes them unique. Looking ahead, Interactive Print is set to play a major part in the future of university communications and marketing.
Contact Us if you’d like to learn more about AR and Interactive Print for University Marketing.