Virtual Worlds

When Adaptive Campus approaches a marketing project, we have a template that we start with. Every project is unique, and so we use this template and adapt it to the current situation. You may find the template useful if you are developing an internal marketing arm, but keep in mind that this is just the starting point of the planning process. The model needs to be flexible to be effective. Is this designed to market one specific program, multiple programs, or an entire education program? Whatever the answers you have to those questions make a significant difference in how this plan is adjusted.

We are partnering with Magna Publications to provide an online seminar about "Cost-Effective Best Practices for Marketing Online Programs" on February 24, 2009. We hope that some of you will join us for this informative and interactive event.

I've provided some information below, but you can find the rest of the information at their website:

Cost-Effective Best Practices for Marketing Online Programs - Online Seminar Information and Registration

Institutions have discovered a new realm of college recruiting by hosting virtual career fairs targeted at tech-savvy teens.   Eye4You Alliance, CollegeWeekLive, and the Learning Network (operate

All institutions have a brand, whether they tend to it or not.  Different institutions have different approaches to brand building, others don’t have any at all.  Brand building at a strategic level is gaining traction in higher education though, as noted in this recent Newsweek article.  There is not a lot of data out there on universities using Second Life for brand building, but given that it offers a more engaging user experience than the web and the growth it has experienced, I would not be surprised if we see more institutions turning to Second Life as at least a small part of their branding strategy.  One indicator of this is that universities with well known brands, such as Harvard and Princeton (http://etc.princeton.edu/sl/), were quick to utilize this medium.  An instantly recognizable brand in the real world is likely going to be an instantly recognizable brand in the Second Life world.  What intrigues me though is the potential for some of the institutions that may only have a regional brand or smaller to extend their brand in a whole new way.  If this branding concept is extended into the classroom and the institution fully embraces Second Life, the Second Life community may very well embrace that institution.  It is possible that an institution could become a dominant brand in Second Life, even when they are only a regional or local player in the real world.  The fact that it is still relatively small in terms of traffic and student enrollment potential actually provides you with the opportunity to get in on the ground floor.

Traffic to any one place has been and continues to be one of the most limiting factors to marketers in Second Life. Marketers in Second Life from a variety of fields are finding it difficult in general to generate traffic at all, but even if you were able to generate a lot of traffic, you run out of “user space” because of the user maximums. Those are officially around 30-35, meaning you can only have 30-35 people in a certain area before experiencing server issues, but we’ve seen traffic as high as 80-90 with no issues. Much of that depends on the activities of the users. But even 80-90 isn’t a very large group and isn’t scalable. Anyone that is in marketing or that has experience with Internet marketing or social network marketing knows that you can’t expect to have a steady stream of 80 users. You are much more likely to have extreme peaks and valleys in traffic. So for Second Life, a peak means a bunch of people getting frustrated that they can’t get into your space to see whatever it was that attracted so many people, and the more typical valley means a lot of wasted resources and time.  Things may change in the future as they improve the technology to allow larger crowds to gather, but for now, I would recommend that your marketing strategy in Second Life be more about something other than reaching out to the masses for large one-time events. Perhaps a set of smaller meetings or self-paced activities that engage individuals longer and use an educational approach to teach them the message you are trying to deliver about your institution. As an example, a business school could create an Alumni hall featuring inspiring Alumni stories that could strike a chord with both prospective students and Alumni. One part of the University of Michigan island had a giant ball that you can get into and that rolls down a path through woods and into the valley and a cannon that you could climb in and shoot yourself across the campus. These things may seem trivial and you may find an application that works better for your particular purpose, but I see them as useful ways to engage your user, to keep your Second Life space fresh in their minds, and to give them something to talk about when they talk to other prospective students and alumni.