{"id":5933,"date":"2015-05-04T13:18:43","date_gmt":"2015-05-04T17:18:43","guid":{"rendered":"http:\/\/www.kzoo.edu\/news\/?p=5933"},"modified":"2022-03-23T14:32:47","modified_gmt":"2022-03-23T18:32:47","slug":"viewbook-goes-virtual","status":"publish","type":"post","link":"https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/","title":{"rendered":"Viewbook Goes Virtual"},"content":{"rendered":"

\"digital<\/a>One of Kalamazoo College\u2019s most important tools for attracting prospective students and applications just got a lot more effective, according to Director of Admission David Anderson<\/strong>.<\/p>\n

K\u2019s award-winning print viewbook is now virtual and will soon go viral\u2014at least that\u2019s the hope. The new digital viewbook REPLACES its print predecessor.<\/p>\n

It takes a lot of courage to walk away from that adjective “award-winning.” Why the change? “As excellent as it was, prospects weren\u2019t reading our viewbook,” said Anderson. (It\u2019s a brave new world out there.) “We wanted to share the ethos and the value of a K education where our prospects \u2019live,\u2019 so to speak. And that place is the digital universe, where they engage with colleges and universities and with each other.”<\/p>\n

Of course, K is one of countless denizens of the digital realm. So “we need to be at the forefront, at the cutting edge of this work,” added Anderson. K\u2019s digital viewbook delivers edginess, in five ways: paralax animation; gamification; extensive use of Go-Pro video; Prezi-like mosaic technology; and responsive design.<\/p>\n

K\u2019s digital viewbook visitor\u2019s perspective opens on outer space, zooms across the country, and alights at Kalamazoo College. “That staggered, three-dimensional movement is paralax animation,” explained Anderson. And it works.<\/p>\n

\"digital<\/a>
K\u2019s digital viewbook reader\/explorers can take the journey as Buzz or as themselves\u2014-an animated figure with a pasted \u201cselfie.\u201d<\/figcaption><\/figure>\n

Once “landed” at K, the viewbook visitor experiences gamification, “a visual digital tool that makes progression through the viewbook (and its introduction to the K experience) active,” said Anderson.<\/p>\n

That “physical” activity well aligns with the predominance of Go-Pro video sequences. \u2019Go-Pro is a fish-eye (wide angle), high definition approach to videography originally used by surfers and race car drivers,” said Anderson. “It captures active life as it happens,” a reality very fitting for a place like K, which is far less an adjective and far more a verb, a muscular one at that.<\/p>\n

Not only muscular, but also wide-ranging. “We sent out Go-Pro cameras with students all over the place,” said Anderson. In K\u2019s case, that means across the globe to capture study abroad experiences. One campus Go-Pro was even mounted on a Quadra-copter.<\/p>\n

The visit to the digital viewbook ends with the “Prezi-like mosaic,” a collage of images that open to still photos and more videos that convey the life of a K education. Work continues on raising the mosaic\u2019s ratio of videos to stills and to complete photo labeling where needed. But even now, all images are animate with K living. Action is paramount\u2014throughout the viewbook visitors are called on to apply, and at the end of the journey, they can to that as well as ask for information and schedule a visit.<\/p>\n

The fifth cutting-edge element, responsive design, often presented the most challenging technical difficulties. “Responsive design means the viewbook works on any time of device (phone, tablet, computer) in any browser,” said Anderson. “That wasn\u2019t easy.”<\/p>\n

The College conceived the digital viewbook\u2019s creative concept and then partnered with higher ed marketing company TWG+ for the execution. The project took 12 months. Anderson worked closely with K\u2019s Director of Publications Lisa Darling<\/strong>. His admission teammate Rudi Goddard \u201913<\/strong> served as the project\u2019s unofficial chief cinematographer. Her fellow admission colleague Andrew Grayson \u201910<\/strong> piloted the Quadra-copter.<\/p>\n

The department of admission launches the tool to prospective students this week, but it\u2019s already done some testing with admitted students.<\/p>\n

“During spring\u2019s VISIT THE ZOO days we shared the viewbook with the visitors,” said Anderson. He admits the comparison isn\u2019t exactly apples-to-apples; admitted students by virtue of that status likely have more interest in K than a “cold” prospect. Nevertheless, the 56 percent open rate was excellent, even with such a predisposed group.<\/p>\n

“If we get a rate close to that with new (prospective students), we will be ecstatic,” said Anderson.<\/p>\n

What about that walking away from an award-winning print publication? Well, it\u2019s a lot less intimidating now that the digital viewbook can boast its own honors. In fact, the digital viewbook has won two gold-level awards sponsored by the Higher Education Marketing Report. Before it was launched, even. Before its technical de-bugging was complete! The awards are called the Educational Digital Marketing Awards, and we think a good nickname would be THE EDGIES. K has two (for best online publication, and for interactivity)!<\/p>\n","protected":false},"excerpt":{"rendered":"

One of Kalamazoo College\u2019s most important tools for attracting prospective students and applications just got a lot more effective, according to Director of Admission David Anderson. K\u2019s award-winning print viewbook is now virtual and will soon go viral\u2014at least that\u2019s the hope. The new digital viewbook REPLACES its print predecessor. It takes a lot of […]<\/p>\n","protected":false},"author":7,"featured_media":5936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[233],"tags":[],"post_formats":[],"class_list":["post-5933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty-staff"],"yoast_head":"\r\nViewbook Goes Virtual - News and Events<\/title>\r\n<meta name=\"description\" content=\"One of Kalamazoo College\u2019s most important tools for attracting prospective students and applications just got a lot more effective, according to Director\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Viewbook Goes Virtual - News and Events\" \/>\r\n<meta property=\"og:description\" content=\"One of Kalamazoo College\u2019s most important tools for attracting prospective students and applications just got a lot more effective, according to Director\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/\" \/>\r\n<meta property=\"og:site_name\" content=\"News and Events\" \/>\r\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/KalamazooCollege\" \/>\r\n<meta property=\"article:published_time\" content=\"2015-05-04T17:18:43+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2022-03-23T18:32:47+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/www.kzoo.edu\/news\/files\/2015\/05\/humbnail.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"400\" \/>\r\n\t<meta property=\"og:image:height\" content=\"405\" \/>\r\n\t<meta property=\"og:image:type\" 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aria-label=\"archive of category Faculty & Staff\" href=\"https:\/\/www.kzoo.edu\/news\/category\/faculty-staff\/\" rel=\"category tag\">Faculty & Staff<\/a>","tags_info":"","social_share_info":"<a data-share=\"facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/\" class=\"pl-facebook-share social-share-default pl-social-share\" target=\"_blank\"><i class=\"fab fa-facebook-f\" aria-hidden=\"true\"><\/i><\/a><a data-share=\"twitter\" href=\"https:\/\/twitter.com\/share?url=https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/\" class=\"pl-twiiter-share social-share-default pl-social-share\" target=\"_blank\"><i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i><\/a><a data-share=\"linkedin\" href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.kzoo.edu\/news\/viewbook-goes-virtual\/\" class=\"pl-linkedin-share social-share-default pl-social-share\" target=\"_blank\"><i class=\"fab fa-linkedin-in\" aria-hidden=\"true\"><\/i><\/a>","wordExcerpt_info":"<p><a href=\"http:\/\/www.kzoo.edu\/news\/files\/2015\/05\/uzz-Jump.w.K.jpg\"><img loading=\"lazy\" class=\"aligncenter wp-image-5934 size-full\" src=\"\/\/www.kzoo.edu\/news\/files\/2015\/05\/uzz-Jump.w.K.jpg\" alt=\"digital viewbook screenshot\" width=\"600\" height=\"383\" \/><\/a>One of Kalamazoo College\u2019s most important tools for attracting prospective students and applications just got a lot more effective, according to Director of Admission <strong>David Anderson<\/strong>.<\/p>\n<p>K\u2019s award-winning print viewbook is now virtual and will soon go viral\u2014at least that\u2019s the hope. The new digital viewbook REPLACES its print predecessor.<\/p>\n<p>It takes a lot of courage to walk away from that adjective “award-winning.” Why the change? “As excellent as it was, prospects weren\u2019t reading our viewbook,” said Anderson. (It\u2019s a brave new world out there.) “We wanted to share the ethos and the value of a K education where our prospects \u2019live,\u2019 so to speak. And that place is the digital universe, where they engage with colleges and universities and with each other.”<\/p>\n<p>Of course, K is one of countless denizens of the digital realm. So “we need to be at the forefront, at the cutting edge of this work,” added Anderson. K\u2019s digital viewbook delivers edginess, in five ways: paralax animation; gamification; extensive use of Go-Pro video; Prezi-like mosaic technology; and responsive design.<\/p>\n<p>K\u2019s digital viewbook visitor\u2019s perspective opens on outer space, zooms across the country, and alights at Kalamazoo College. “That staggered, three-dimensional movement is paralax animation,” explained Anderson. And it works.<\/p>\n<figure id=\"attachment_5935\" aria-describedby=\"caption-attachment-5935\" style=\"width: 350px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.kzoo.edu\/news\/files\/2015\/05\/rticleshot.jpg\"><img loading=\"lazy\" class=\"wp-image-5935 size-full\" src=\"\/\/www.kzoo.edu\/news\/files\/2015\/05\/rticleshot.jpg\" alt=\"digital viewbook character choice screen\" width=\"350\" height=\"245\" \/><\/a><figcaption id=\"caption-attachment-5935\" class=\"wp-caption-text\">K\u2019s digital viewbook reader\/explorers can take the journey as Buzz or as themselves\u2014-an animated figure with a pasted \u201cselfie.\u201d<\/figcaption><\/figure>\n<p>Once “landed” at K, the viewbook visitor experiences gamification, “a visual digital tool that makes progression through the viewbook (and its introduction to the K experience) active,” said Anderson.<\/p>\n<p>That “physical” activity well aligns with the predominance of Go-Pro video sequences. \u2019Go-Pro is a fish-eye (wide angle), high definition approach to videography originally used by surfers and race car drivers,” said Anderson. “It captures active life as it happens,” a reality very fitting for a place like K, which is far less an adjective and far more a verb, a muscular one at that.<\/p>\n<p>Not only muscular, but also wide-ranging. “We sent out Go-Pro cameras with students all over the place,” said Anderson. In K\u2019s case, that means across the globe to capture study abroad experiences. One campus Go-Pro was even mounted on a Quadra-copter.<\/p>\n<p>The visit to the digital viewbook ends with the “Prezi-like mosaic,” a collage of images that open to still photos and more videos that convey the life of a K education. Work continues on raising the mosaic\u2019s ratio of videos to stills and to complete photo labeling where needed. But even now, all images are animate with K living. Action is paramount\u2014throughout the viewbook visitors are called on to apply, and at the end of the journey, they can to that as well as ask for information and schedule a visit.<\/p>\n<p>The fifth cutting-edge element, responsive design, often presented the most challenging technical difficulties. “Responsive design means the viewbook works on any time of device (phone, tablet, computer) in any browser,” said Anderson. “That wasn\u2019t easy.”<\/p>\n<p>The College conceived the digital viewbook\u2019s creative concept and then partnered with higher ed marketing company TWG+ for the execution. The project took 12 months. Anderson worked closely with K\u2019s Director of Publications <strong>Lisa Darling<\/strong>. His admission teammate <strong>Rudi Goddard \u201913<\/strong> served as the project\u2019s unofficial chief cinematographer. Her fellow admission colleague <strong>Andrew Grayson \u201910<\/strong> piloted the Quadra-copter.<\/p>\n<p>The department of admission launches the tool to prospective students this week, but it\u2019s already done some testing with admitted students.<\/p>\n<p>“During spring\u2019s VISIT THE ZOO days we shared the viewbook with the visitors,” said Anderson. He admits the comparison isn\u2019t exactly apples-to-apples; admitted students by virtue of that status likely have more interest in K than a “cold” prospect. Nevertheless, the 56 percent open rate was excellent, even with such a predisposed group.<\/p>\n<p>“If we get a rate close to that with new (prospective students), we will be ecstatic,” said Anderson.<\/p>\n<p>What about that walking away from an award-winning print publication? Well, it\u2019s a lot less intimidating now that the digital viewbook can boast its own honors. In fact, the digital viewbook has won two gold-level awards sponsored by the Higher Education Marketing Report. Before it was launched, even. Before its technical de-bugging was complete! The awards are called the Educational Digital Marketing Awards, and we think a good nickname would be THE EDGIES. K has two (for best online publication, and for interactivity)!<\/p>\n","comment_info":"No Comments","_links":{"self":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/5933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/comments?post=5933"}],"version-history":[{"count":8,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/5933\/revisions"}],"predecessor-version":[{"id":11425,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/5933\/revisions\/11425"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/media\/5936"}],"wp:attachment":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/media?parent=5933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/categories?post=5933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/tags?post=5933"},{"taxonomy":"post_format","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/post_formats?post=5933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}