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UNC Visitors’ Center External

Communications Audit

JECKS PR:

Justin Scism

Elizabeth Raby Sarah Whitmore

Kristen Marino Christina Stone

April 26, 2016

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Table of Contents

Table of Contents.........................................................................2 Executive Summary .....................................................................3

Introduction.................................................................................6 Study Methodology ......................................................................7

Audit Diary..................................................................................8 Results.......................................................................................9

Conclusions and Recommendations................................................12 Appendix A: Online Survey Question .............................................16

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Executive Summary

This audit is an initial examination of the external communications efforts of the UNC Visitors’ Center at the University of North Carolina at Chapel Hill. The Visitors’ Center’s seeks to serve diverse audiences, namely, general visitors, educators, graduate students, the campus community and external relations. The Visitors’ Center offers comprehensive programming tailored to meet the specific needs of each visiting demographic, with programs created to fulfill the Visitors’ Center’s strategic objectives for each target group. Our audit was designed to gauge whether or not the Visitors’ Center is known and/or being utilized by the communities it seeks to serve. After conducting a survey of current UNC students, we found that the majority of the students we surveyed have an interest in the services that UNC Visitors’ Center provides, but also did not know where the center is located or what it does.

Methodology:

Students

Total Population 18370

Sample Size 100

Survey Instrument Online Survey

Table 1: Survey of Undergraduate Students

Initial Interview With UNC Visitors’ Center Director: During this first meeting, the team learned about the organization’s background, offerings, and long-term goals, including moving to a larger, more prominent space on campus. The Center’s “Five Year Vision” is to be locally and nationally recognized as a model for a university visitors’ center and a must-see destination in Chapel Hill.” Second Interview: Discussed several questions in order to gain a better understanding of the inner workings of the UNC Visitors’ Center, as well as its strengths, weaknesses, opportunities, and threats. Online Survey of Current UNC Undergraduate Students: The survey sought to gauge awareness and interest in the UNC Visitors’ Center, as well as student experience with any UNC-Chapel Hill tours. 100 responses were collected, and those results were analyzed to determine the current prominence of the UNC Visitors’ Center.

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Results of Audit:

Results of In-depth Interviews of Visitors’ Center Director: Visitors’ Center mission statement:

“To inspire, teach and touch a heart with Carolina’s story.” To carry out this mission, the organization seeks to create a sense of

direction, build a sense of place, and form deep, lasting connections between local visitors and the greater UNC-CH community.

Visitors’ Center services:

Providing campus maps, guides and brochures; administering non-admissions and specialty informational tours; and providing year-round outreach programs for school-aged children.

The Visitors’ Center “Five Year Vision”:

“To be locally and nationally recognized as a model for a university visitors’ center and a must-see destination in Chapel Hill.”

Long-Term Goals:

Redesigning the Visitors’ Center’s website and relocating to a larger, more central location on campus.

Results of Online Survey of Undergraduate Students: The online survey was distributed to various students; all within the ages of 17-23, using Facebook and GroupMe messenger, and 100 total responses were collected. The major results of the online survey were as follows:

Almost half of the respondents (49%) had never heard of the UNC Visitors’ Center, and of the 39 students that had heard of the center, 49% did not know where it was located.

Upon first visiting UNC, 66% of respondents indicted that they engaged in a tour conducted by the admissions office in lieu of a Visitor’s Center tour. But, when asked what aspects of a tour in important to them, 57% indicated university legacy and history and 50% indicated historic sites and landmarks, both aspects that are often glossed over or rushed during college admissions tours.

Of the 100 respondents, 75% indicated that they would be interested in attending one of the Visitors’ Center’s tours. Additionally, 61% of respondents indicated that their out-town-guests would be interested in attending a tour with the center.

Surprisingly, there was a very even distribution of responses for how students first learned their way around campus (shown in the diagram below), 14% of students still using traditional paper maps to navigate campus.

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The foremost adjective used by respondents to describe the UNC Visitors’ Center was “unknown”.

74.5% of the respondents indicated that they would first go the Visitors’ Center website if they desired information about its services.

Recommendations

Considering the long-term goals expressed by the Ms. Julian-Fox and the data gathered from the initial survey of undergraduate students, the following are the team’s recommendations for the center’s future communications initiatives:

1. Email and Website

In order to accomplish this, our team could seek to update and otherwise improve the current Visitors’ Center website, which is outdated.

The updated website would have more in-depth information regarding the services offered, a more direct path to signing up for the various tour programs and new visual components including photographs and videos showcasing the different tours and the exceptional customer service that the Visitors’ Center prides itself upon.

The team could investigate electronic communication tools that are easy to navigate and make it simple to find information.

The team could develop e-mail content that is more attractive and engaging to the center’s audiences.

2. Social Media

A social media campaign could be launched that would facilitate the center’s interactions with the student body and the greater Chapel Hill community.

Tweets and posts on other social media platforms could be used to promote upcoming tours, headline community and university events, answer questions from both current and prospective students and, perhaps most importantly, circulate relevant information about the Visitors’ Center in a space that will gain attention.

A clear, comprehensive social media presence could highlight the differences between the Visitors’ Center and the Office of Undergraduate Admissions.

3. Community Outreach and Events

The center could sponsor upcoming community and university events. That could include parades, town meetings and university events.

Next Steps

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This report and its recommendations will be discussed with and reviewed by the director of the Visitors’ Center on February 8th. From the there, the team will begin planning communications efforts and goals.

Introduction

Located at the west end of the Morehead Planetarium and Science Center in Chapel Hill, N.C., the UNC Visitors’ Center serves students, visitors and educators of the University of North Carolina at Chapel Hill. The Visitors’ Center is open from 9 a.m. to 5 p.m., Monday through Friday, and provides guests with a wide variety of informational materials tailored to meet specific visit objectives. In addition to providing campus maps, guides and brochures, the Visitors’ Center offers a selection of non-admissions and specialty informational tours as well as a variety of year-round outreach programs for school-aged children. Since October 2008, the Visitors’ Center has been under the leadership of Missy Julian-Fox, a Chapel Hill native and UNC-CH graduate. Julian-Fox and a team of undergraduate student assistants actively work to expand the Visitors’ Center’s offerings while operating in tandem with the offices of graduate and undergraduate admissions and the Chapel Hill and Orange County Visitors Bureau.

The general mission of the Visitors’ Center is “to inspire, teach and touch a

heart with Carolina’s story.” To embody this mission, the Visitors’ Center seeks to create a sense of direction, build a sense of place, and form deep, lasting connections between local visitors and the greater UNC-CH community. The Visitors’ Center model of audience-based service is centered around five fundamental pillars, or five key audiences, consisting of general visitors, educators, graduate students, external relationships, and the UNC-CH campus community. The UNC Visitors’ Center prides itself on delivering insight, access and connection to the history, diversity, education, impact and charm of UNC Chapel Hill by providing guests with personal, engaging and memorable experiences. Described as a “live lab” through which guests can personally interact with the campus community, the Visitors’ Center seeks to reflect the university’s founding principles of service, innovation, value, excellence and heart in all of its outreach offerings.

The purpose of this audit is to provide the UNC Visitors’ Center with a

comprehensive evaluation of its external communications practices in order to effectively inform the future development and implementation of organizational communication objectives, strategy and programming. This audit will provide the UNC Visitors’ Center with individualized feedback and substantive recommendations based on the detailed evaluation of external organizational outreach processes and programs.

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Methodology

An initial interview was conducted with Missy Julian-Fox, director of the UNC Visitors’ Center, on Thursday, Jan. 28, 2016, at 2 p.m. at the Visitors’ Center, located in the west end of the Morehead Planetarium. During this first meeting, the team learned about the organization’s background, offerings, and long-term goals, including moving to a larger, more prominent space on campus. The team also met another staff member, Daniel Dinkins. Following this meeting, Ms. Julian-Fox sent the team a document entitled “VC Five Year Strategy” that outlines the goals of the Center over the next five years. The Center’s “Five Year Vision,” as outlined in this document, is “To be locally and nationally recognized as a model for a university visitors’ center and a must-see destination in Chapel Hill.”

A second interview with Ms. Julian-Fox was conducted on Thursday, Feb. 4,

2016, at 2 p.m. at the Visitors’ Center. During this time, the team and Ms. Julian-Fox discussed what projects the team would be working on this semester. The team asked Ms. Julian-Fox to describe in more detail the offerings of the UNC Visitors’ Center, including which tours and programs it provides to the community. The team asked Ms. Julian-Fox several additional questions in order to gain a better understanding of the inner workings of the UNC Visitors’ Center, as well as its strengths, weaknesses, opportunities, and threats. Following this meeting, Ms. Julian-Fox sent the team two PowerPoint presentations about the offerings of the UNC Visitors’ Center, as well as some more detailed information about the different tours the Center provides.

Following this interview, the team conducted a survey of current UNC students to gauge their awareness and interest in the UNC Visitors’ Center, as well as their experience with and opinions of any UNC-Chapel Hill tours that they have been on in the past. The survey was distributed to various students, all within the ages of 17-23, via Facebook and GroupMe. 100 responses were collected, and those results were analyzed to determine the current prominence of the UNC Visitors’ Center by examining the students’ histories with and perceptions of the Center in comparison to the Admissions Center.

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Audit Diary

The majority of the audit took place at the west end of the Morehead Planetarium and Science Center, home to the UNC Visitors’ Center. Ms. Julian-Fox, director of the UNC Visitors’ Center, served as the primary correspondent for all matters related to the internal and external operations of the Visitors’ Center. Our team has met with Ms. Julian-Fox on two separate occasions up to this point in time, with both meetings lasting about an hour. The first meeting on January 28 was primarily concerned with providing our team with an overview of the logistical side of the Visitors’ Center, with a brief overview of the services offered and a discussion regarding Ms. Julian-Fox’s 2015 trip to Nashville in which she represented the UNC Visitors’ Center in a conference for dozens of top visitor centers on college campuses across the country. The second meeting on February 4 revolved mainly around laying out the goals for the semester and how our team can assist in elevating the level of awareness and recognition that the Visitors’ Center currently has with students and how we can help develop a cohesive, vivid presentation for the Visitors’ Center that could be presented to University officials concerned with the future expansion and relocation of the Visitors’ Center. Select student volunteers at the Visitors’ Center provided a limited amount of insight, as their daily schedules are primarily concerned with conducting the various tour services offered and interacting with and assisting guests as they enter the building.

In order to understand the current state of the Visitors’ Center, Ms. Julian-

Fox provided us with excellent and insightful commentary during our two meetings thus far regarding the mission of the Visitors’ Center, the current relationship that the Visitors’ Center has with the Office of Undergraduate Admissions and her vision for the Visitors’ Center to acquire its own building (ideally on Franklin Street) and become a true welcome center for both visitors and community members alike. After gaining a better understanding of the current state of the Visitors’ Center and the goals that Ms. Julian-Fox has set for its future endeavors, we set out to create a survey that would gauge the awareness of the student body here at UNC regarding the location, operation and services of the Visitors’ Center. The survey consisted of questions concerning the student’s understanding of the services offered by the Visitors’ Center, their previous (if any) interaction with the Visitors’ Center and their current perception of the Visitors’ Center as a UNC establishment. After being released via social media networks such as Facebook and GroupMe, 100 responses were collected, and those results were analyzed by our team in order to gain an understanding for the current level of recognition that the Visitors’ Center has with the student body and how we may need to address the promotional aspect of the Visitors’ Center in order to increase awareness and involvement. The results of the survey revealed that not only do the majority of students not know the location of the Visitors’ Center, only about half of the participants have ever heard of the Visitors’ Center in the first place, thus laying the foundation for our S.W.O.T. analysis of the Visitors’ Center and our initial realization that recognition and awareness are two of the biggest areas of both opportunity and concern for the Visitors’ Center moving forward.

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Results of the Audit Process

The two main research tools that the team utilized were face-to-face

interviews and an online survey. The team conducted two face-to-face interviews with Missy Julian-Fox, director of the UNC Visitors’ Center, to gather information about the organization’s history and current situation.

Throughout the personal meetings, the main information that the team

gathered pertained to the Visitors’ Center’s different functions at the university. The team learned about the Visitors’ Center’s mission statement: “to inspire, teach and touch a heart with Carolina’s story.” To carry out this mission, the organization, according to Julian-Fox, seeks to create a sense of direction, build a sense of place, and form deep, lasting connections between local visitors and the greater UNC-CH community. The team also learned about some of the many services the Visito rs’ Center has to offer, which include providing campus maps, guides and brochures; administering non-admissions and specialty informational tours; and providing year-round outreach programs for school-aged children. As stated previously, the Visitors’ Center’s “Five Year Vision” is “to be locally and nationally recognized as a model for a university visitors’ center and a must-see destination in Chapel Hill.” Missy Julian-Fox clearly embraces this statement to its core, and her charisma and dedication to the organization were evident throughout the face-to-face meetings. She has many large-scale goals, including redoing the Visitors’ Center’s website and hopefully relocating to a larger, more central location on campus.

Additionally, the team used Google Docs to conduct a survey of current UNC

students about the Visitors’ Center. The intention of the survey was to gauge students’ awareness and interest in the UNC Visitors’ Center. The survey was distributed to various students, all within the ages of 17-23, using Facebook and GroupMe messenger, and 100 total responses were collected. While only undergraduate students were interviewed, leaving out many core targets of the UNC Visitors’ Center, the team felt that this was the most logical starting off point to gauge awareness and utilization of the center.

The results of the surveys brought forward some very interesting information. Almost half of the respondents (49%) had never heard of the UNC Visitors’ Center, and of the 39 students that had heard of the center, 49% did not know where it was located. This is a major problem for an organization that seeks to inform and guide visitors and community members. Another noteworthy finding is that when asked “When I want to learn more about the services offered by the UNC Visitors’ Center, I am most likely to:”, 74.5% of the respondents indicated that they would first go the Visitors’ Center website. The team discovered, however, through its initial research into the center that its website is very difficult to access, having poor SEO. This is an area of upmost importance if the center wants to be more widely known and utilized by students and people in the 17-23 age bracket.

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Additionally, 66% of respondents indicted that upon first visiting UNC they engaged in a tour conducted by the admissions office in lieu of a Visitor’s Center tour. But, when asked what aspects of a tour in important to them, 57% indicated university legacy and history and 50% indicated historic sites and landmarks, both aspects that are often glossed over or rushed during college admissions tours. This indicates that there is a need that is not being filled by the admissions tours that the majority of first time visitors are going on. Additionally, upon being asked “Which type of free tour (if any) would you be interested in attending?” 75% of respondents indicated that they would be interested in attending one of the Visitors’ Center’s tours. Even more promisingly, when asked, “Which type of free tour (if any) would your family or out-of-town guests be interested in attending?” 61% of respondents indicated that their out-town-guests would be interested in attending a tour with the center. Surprisingly, there was a very even distribution of responses for how students first learned their way around campus (shown in the diagram below), 14% of students still using traditional paper maps to navigate campus.

Participant Responses to the Question “How did you first learn your way around campus?”

Participants agreed that the Visitors’ Center does not have a very strong presence on campus (shown in the second diagram below)

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And, perhaps the most revealing of all, the adjectives selected to describe the UNC Visitors’ Center:

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Conclusions and Recommendations

Backgrounder

The UNC Visitors’ Center has long served the campus and surrounding communities of the University of North Carolina at Chapel Hill. Every day, the Visitors’ Center hosts a wide variety of university guests, including school groups, visiting families, faculty and staff, undergraduate and graduate students, prospective area residents, tourists and alumni. The Visitors’ Center’s diverse audience is composed of five fundamental pillars, consisting of general visitors, educators, graduate students, the campus community and external relations. The Visitors’ Center offers comprehensive programming tailored to meet the specific needs of each visiting demographic, with programs created to fulfill the Center’s strategic objectives for each target group. Following this framework, the Visitors’ Center offers programs designed to educate K-12 children and families, recruit and train graduate students, orient and guide general visitors, promote public awareness of the campus community, and enhance external relations through partnership and collaboration.

The scope of these programs ranges from non-admissions and informational

tours to school group visits and summer camp sessions, with many of the tours and activities offered year round. Perhaps the most well-publicized service of the Center is its tour offerings, which include general campus tours for interested visitors, school group tours for local elementary and middle school students, “Priceless Gem” tours that focus on unique aspects of the UNC campus community, “Black and Blue” tours focusing on the impact of North Carolina’s African American community on the UNC campus, and “Tar Heel Grad Guides” designed for prospective graduate students. In addition to tour offerings, the Visitors’ Center has a strong external relations focus and seeks to build lasting relationships within the community through both the “UNC Hometown Ambassadors” program, which partners with local adult volunteers, and the “Campus Collaborators” program, which partners with individuals in the UNC community.

A particularly important area of outreach for the center is targeted at school-

aged children. While the Visitors’ Center offers school group tours in conjunction with the activities hosted by the Morehead Planetarium, there is an acute need to engage and excite young students about the prospect of higher education. The Visitors’ Center has taken initiative in encouraging local students to think about post-secondary education with the UNC Chapel Hill First Look Program. Known colloquially as “First Look,” the program is designed to function as an “extended pipeline” from higher education down to middle school students, which research has identified as a statistically significant age for internalizing messages about high achievement and collegiate potential. The First Look program offered by the Visitors’ Center is not college-specific, and instead focuses on emphasizing to children from underserved populations that college is a viable and affordable possibility in their future. The program has experienced significant growth since its implementation in 2008, having served 5,000 children from 55 North Carolina

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counties in 2015. However, do to the small size of the Visitors’ Center, nearly 5,000 requests to attend the program have been turned down since its inception.

The high demand for First Look, coupled with its mission and applicability to

North Carolina’s underserved school-aged population, make the program one of the center’s fastest-growing initiatives. First Look is slated to enter phase II of development this year, which will expand the program to a consortium of other North Carolina colleges and universities through the use of a standard program model.

The Visitors’ Center offers a comprehensive listing of its programs and tour

offerings on its main website, though the center employs several different external communication methods to reach its audience. The Center uses both traditional and print media, including print materials such as campus maps, guidebooks and brochures, as well as digital communications tools such as Facebook, twitter, email and website services. However, besides the center’s website, it uses print communication materials far more frequently than social media platforms to connect with the public. Additionally, the center places special emphasis on the power of personal interactions with guests, and communicates with a large portion of their audience during in-person visits to the center.

Internally, the Visitors’ Center relies on standard electronic communication

methods like email and cell phones. The Center is comprised of a small staff, with Julian-Fox serving as Director along with a handful of undergraduate student assistants. The physical size and location of the Center foster the use of simple internal communication methods as well, since the Center has no employee offices and instead contains only a reception area and front desk. The employees and volunteers are close-knit and in frequent communication about scheduled activities and services, even though only one or two undergraduates may be working at the center with Julian-Fox at any given time due to external scheduling conflicts. The center also has a strong partnership with the UNC Office of Undergraduate Admissions, and frequently refers high school visitors and prospective students to Jackson Hall for admissions tours and information.

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SWOT Analysis for: UNC Visitors’ Center

Strengths Weaknesses Opportunities Threats

1. Good customer service 2. Knowledge of UNC’s history and traditions 3. Variety of programs available

1. Website needs improvement 2. Lack of a full-time staff 3. Location is not ideal; it is hidden and does not provide adequate space 4. The UNC Visitors’ Center is not widely known among current UNC students

1. With more undergraduates applying to UNC each year, there are more people that will want to tour UNC in the future 2. Partnerships with various UNC organizations, such as the Admissions Center

1. Competition from Admissions Center in Jackson Hall 2. Cost of improvements 3. It is a long and complex process to find another space on campus to move the UNC Visitors’ Center

Recommendations

Moving forward this semester, the primary focus for our team and the Visitors’ Center as a whole needs to be increasing the level of recognition that the Visitors’ Center holds with the current student body, prospective students and the entire Chapel Hill community. UNC is a historic university with countless landmarks, milestones, innovative research and revolutionary programs, and visitors need to be aware of these accomplishments and amenities. In order to accomplish this, our team will seek to update and otherwise improve the current Visitors’ Center website, which is rather bland and outdated. The updated website will, preferably, have more in-depth information regarding the services offered, a more direct path to signing up for the various tour programs and new visual components including photographs and videos showcasing the different tours and the exceptional customer service that the Visitors’ Center prides itself upon. Another avenue worth investigating is e-mail content and distribution. E-mail content that is more attractive and engaging to the center’s audiences could increase visibility and website traffic. Electronic communication tools that are easy to navigate and make it simple to find information are crucial to the success of the Visitors’ Center.

Aside from just updating the website, a social media campaign could be launched that would facilitate our interaction with the student body and the greater

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Chapel Hill community. Tweets and posts on other social media platforms can be used to promote upcoming tours, headline community and university events, answer questions from both current and prospective students and, perhaps most importantly, circulate relevant information about the Visitors’ Center in a space that will gain a lot of attention. One of the biggest questions about the Visitors’ Center is the difference between their services and those offered at the Office of Undergraduate Admissions. A clear, comprehensive social media presence will highlight the differences between the two and will assist new and incoming students in deciding which tour service or information session will best suit their needs.

Referring back to the idea that the Visitors’ Center serves as an ambassador

for not only the university, but the Chapel Hill community as a whole, it would perhaps be a fruitful endeavor for the Visitors’ Center to take the initiative in sponsoring both upcoming community and university events. Local parades, town meetings and university events alike all serve to better the town of Chapel Hill, and the Visitors’ Center has the opportunity to improve recognition and community relations by promoting and even sponsoring these events in the near future. By taking a more visible role in the community, the Visitors’ Center will be able to fulfill its goal of “delivering insight, access and connection to the history, education, diversity, impact and charm of the University.”

Awareness and recognition are the primary areas of concern for the Visitors’

Center as this point in time. While they do not have an ideal location and are often confused with the Office of Undergraduate Admissions, recognition of the Visitors’ Center as a brand and an ambassador for the Chapel Hill community must improve before larger renovations and endeavors can begin to take place. Through social media promotional efforts, an updated website and other engagements with the community, the Visitors’ Center has the opportunity to become a true welcoming presence that invites visitors, guests and all those who call Chapel Hill home to take full advantage of the insightful and engaging services offered by the Visitors’ Center.

Conclusions: This audit was conducted with the intent to provide the UNC Visitors’ Center

with a comprehensive evaluation of its external communications practices in order to effectively inform the future development and implementation of organizational communication objectives, strategy and programming. Through in-depth interviews with the organization’s direct and a comprehensive survey of 100 UNC undergraduate students, it has become clear that the Visitor’s Center is extremely lacking in exposure. The physical location of the center is unknown to students and the website is difficult to find as well due to poor search engine optimization. The Visitors’ Center could likely benefit from a revamped website and email service, a modernized social media presence, and the enactment of campus and community outreach events.

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Appendix

Appendix A: Survey Questions

UNC Visitors' Center Thank you so much for your willingness to help us improve the UNC Visitors' Center. 1 How old are you? Mark only one oval. 16 or younger 17-23 24-30 31-45 46-55 56-75 75+

2 Are you a student at UNC Chapel Hill? Mark only one oval.

yes no, I was never a student at UNC I am an alumni Other:

3 Are you from North Carolina? Mark only one oval. Yes No

4 Have you ever heard of the UNC Visitors’ Center? Mark only one oval.

yes no I don’t know

5 For current students: When you first toured UNC, did you: Mark only one oval.

Visit the UNC Admissions Office Visit the UNC Visitors’ Center Visit both the UNC Admissions Office and the UNC Visitors’ Center None of the above 6 Do you know where the UNC Visitors’ Center is located? Mark only one oval. yes no I’m not sure

7 Which (if any) of these UNC Visitors’ Center programs are you aware of? Check all

that apply. Campus collaborators First Look UNC Hometown ambassadors Priceless Gem tours

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Tar Heel Grad Guides

8 In what way did you first visit UNC’s Campus? Mark only one oval.

as a high school student on a college tour with family informal tour from a friend or student for a sporting event on a school tour in Middle School on a school tour in Elementary school Other:

9 Have you ever had a tour of UNC from (check all that apply) Check all that apply. Admissions Center (Jackson Hall) UNC Visitors’ Center informal tour from a current UNC student Other: 10 Which type of free tour (if any) would you be interested in attending? (check all

that apply) Mark only one oval. First Look (college tour for middle school students) Priceless Gem Tours (Specialized tours by faculty) Tar Heel Grad Guides (Tour for perspective Grad Students)

11 Which type of free tour (if any) would your family or out-of-town guests be

interested in attending? (check all that apply) Mark only one oval.

First Look (college tour for middle school students) Priceless Gem Tours (Specialized tours by faculty) Tar Heel Grad Guides (Tour for perspective Grad Students)

12 What aspects of a campus tour are most important to you? Check all that apply.

location of important buildings/services (dining, advising, housing, etc.) location of sports fields/stadiums historic sites/landmarks general information about classes, scheduling, etc. history/legacy of the university

13 Where do you go when you need information about UNC/Chapel Hill events?

(short answer)

14 How did you first learn your way around campus? Mark only one oval.

a paper map I brought/printed from home a paper map I was given at UNC Google Maps (or related website) an app on my phone a friend Other:

15 Have you used any of the following Visitors’ Center informational resources in the

past 6 months? Check all that apply. Brochure Campus math

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Website Email address Phone number Parking guide tour guide materials

16 When I want to learn more about the services offered by the UNC Visitors’ Center,

I am most likely to: Mark only one oval.

Visit the Visitors’ Center website Call the Visitor’s Center main number Go to the Visitors’ Center on-campus location Ask a friend

17 In the next 6 months, how likely are you to attend a tour offered by the UNC

Visitors’ Center?

18 How likely are you to recommend the UNC Visitors’ Center to a prospective

student?

19 In your opinion, how strong of a presence does the UNC Visitors’ Center have on

UNC’s campus?

20 How important do you think the Visitors’ Center is to the overall Carolina

Experience?

21 How aware are you of the offerings of the UNC Visitors’ Center?

22 I think the UNC Visitors’ Center is (check all that apply) Check all that apply.

Boring Exciting Dated Innovative Uninformative Informative Unhelpful Helpful Welcoming Unwelcoming Unknown Small Large Close to campus Far from campus Powered by

Screen reader support enabled.