Background

For the 2020-2021 academic year, nearly 58,000 students applied to UT Austin while the rates of virtual campus tours from high school seniors have skyrocketed 228% from what it was in 2019. Our client, UT Admissions, is charged to communicate UT Austin’s brand and culture to nearly 70,000 prospective students annually via mailers and in-person campus tours. A meaningful visit is invaluable for prospective students and their families to imagine their lives on the Forty Acres and can set the stage for their long-term success.

Myself and a handful of other students from Texas Immersive institute were tasked to have UT Austin stand out from the pack of colleges all clawing for the attention of digital-first 17-18 year olds. In addition, we were asked to share the story of what it's like to be a Longhorn - from living on campus to the academic experience to the long-lasting traditions and history of the 40 Acres. After our experience, prospective students should be able to envision campus life and be confident if UT Austin is the right choice for them

Our experience can be summarized into three essential components that occur at three distinctly different touch points in the User’s journey: