For most of us, there are few decisions in life more complex, expensive, or impactful than the college choice.

The process is highly emotional, fraught with anxiety, and influenced by many sources of information. As digital marketing and web professionals, we must understand the factors that drive this important choice — as well as the thoughts and emotions our target audiences experience — in order to develop empathy for the groups that we serve.

Enter the prospective student experience map — an effective tool that represents the interactions prospects have with your institution during their college choice and selection.

During this session, you’ll learn: the basics of experience mapping, the seven benefits of an experience map, and how it can impact your digital marketing strategy. We’ll showcase examples from institutions that uncovered major process and content gaps as a result of experience mapping, causing them to lose their top applicants. We promise — the results will shock you.