the Sam Jackson College Experience

The biggest thing to happen to the college search scene in years just went public, and it’s called Unigo. It is a tremendous new company which I think will really make big waves: it’s essentially an online, user-generated college guide book, though that description sells it short. This weekend’s New York Times Magazine does a good job telling readers all about Unigo, but I’d like to take a moment to share my story about this very exciting enterprise as well.  Unigo is a must-visit site for:

1. anyone applying to college (how I wish I had such a resource!),
2. anyone at college (to tell the true story of your institution), and
3. anyone working at the college (to get an easily accessible angle on what students are thinking and saying).

What makes Unigo so clever and interesting? So slashdot-worthy? Unigo launched last week with tens of thousands of reviews, photos, and videos for a pre-launch list of 225 colleges–30,000 reviews at launch, and that number grows daily. I expect to see a big explosion after this press bump, since these first few ten thousands were just done with the organizational skills of a few interns and the great Unigo team. I know they’re great because I got a chance to visit their NYC office and meet them : )

Unigo’s founder, Jordan Goldman, contacted me out of the blue last spring asking me if I would be interested in a secret project of his. I knew little about Jordan except what I remembered from reading The Gatekeepers, where his college quest was profiled, and from what Google told me. Still, I figured that anyone who insisted I come to New York to learn about their secret internet project must really have had something interesting for me to see, so I hopped on a commuter train as fast as I could to meet with him. And how glad I am that I did! I learned all about Unigo (then going by the stealth name ‘ByStudents’ to collect its reviews) and really just fell in love with the project.

I gladly took a spot on the advisory board and have been really excited over the last few months as I’ve seen the web site transition from wireframes to code and finally to launch. (I even helped contribute some content myself, working with some Unigo staffers to film a series of exceptionally boring videos about Yale.)

So, a little more about Unigo - pulling here from the press release. Unigo features…

Original articles from students and recent grads on every aspect of college admissions and college life;

An Intelligent Calendar to guide students through the search/application process;

“Unigo Match” to help students find the colleges that are right for them, and current students at those colleges with whom they can interact

For 225 top colleges, editorially-written overviews, accompanied by tens of thousands of current student reviews, photos, videos and documents

Ability to search through reviews of every college by each reviewers’ gender, ethnicity, major, political leaning, hometown and more, so you can see every college from a variety of perspectives

All content can be rated, commented on and flagged by other users to ensure truthfulness and accuracy.

Jordan is going a long way towards enabling some of the changes that I have been working towards with my blog. As Chuck Hughes, a former Senior Admissions Officer at Harvard says,

“It’s frankly incredible that this hasn’t been done before. Unigo gives high school students and parents an unprecedented volume of the content they need, centered around one of life’s most stressful decisions.  And it gives college students all the reviewing, video-sharing, photo-sharing, document-sharing and networking capabilities now familiar to web users everywhere – but all in one place, and with a purpose.”

Jordan tested out this approach with some dead-trees guidebooks (Students’ Guide to Colleges) in 2005 and 2006 while at Wesleyan. One visitor to my site was impressed but wrote me to say that they stole my vision — on the contrary, Jordan was already making it happen long before I was even blogging, connecting current students with prospective applicants in an authentic and honest communications channel.

So what makes Unigo different? I went on at length about this with a few reporters this summer, though to my chagrin it looks like none of my interviews were catchy enough to merit printing ; ). In short, Unigo succeeds where many other websites have failed because it goes above and beyond flawed quantitative approaches to college admissions searches. Too many sites ask readers just to crudely rate different aspects of schools and then write a few scant sentences about their entire experience. The brilliance and genius of Unigo is that the questionaires students work from really inspires thoughtful and lengthy responses which are meaningful to readers. It’s not a problem that was easy to solve, as anyone who has administered a survey can attest.

It’s true that Unigo will not be a perfect source of information, and it’s not a replacement for all college admissions rituals. But I think that time spent on Unigo (free!) is much better than time spent supporting distorting publications ($$$ for a yearly update of US News & World Report’s joke of a report). I don’t think that someone should make their entire admissions decision on the basis of what they can see on their screen–how do you average together a few hundred subjective opinions of someplace to make your own judgment?–but I think Unigo will be a great complement. Especially for people who are less able to just up and travel around the country to visit schools, the addition of more photos and videos, and especially more raw footage, is a fantastic boon. Or, in this global world, imagine the international student faced with a one-dimensional college website–where else were they to turn before now?

The fact that Unigo will also have editorial reviews will helpfully add a nice layer of polish to the volumes of user-generated reviews, but just reading through them there is a real amazing quality to the collection. At some schools, more than 10% of the student body contributed! This is a really amazing figure. Can you imagine, even if you went to visit a school, talking to 10% of its student body and asking them how they felt about their experience?

I could write more about Unigo, and would like to continue this conversation with any readers who would like to have it – please comment and tell me what you think, and let Unigo know at their company blog, too. I won’t keep your attention any longer – go ahead and check out Unigo for yourself, maybe look at your own school / alma mater / dream school, then come back here and tell me what you think!

More background about Unigo:

Jordan Goldman, Unigo’s founder/CEO, is now 26 years old.  As a 17 year-old Goldman was featured in a New York Times article on the college admissions process.  Times education reporter Jacques Steinberg began following Goldman, and the specifics of Goldman’s own college search later became the subject of Steinberg’s New York Times bestselling book The Gatekeepers.The next year, as a college freshman, Goldman set out to improve the college search process by creating a series of more accurate, honest and 100% student-written college guidebooks.  Goldman’s Students’ Guide to Colleges went on to be published by Penguin Books in 2005, was updated for publication in 2006, and was featured in Forbes, US News and Time Magazine.

Goldman created Unigo.com and formed a board headed by Frank V. Sica (a private equity investor and board member of JetBlue), and an advisory board that counts Tom Rogers (CEO of Tivo), Bob Chase (former president, National Education Association), Chuck Hughes (former Senior Admissions Officer, Harvard University), Don Ross (Chief Revenue Officer, Bankrate.com) and education blogger Sam Jackson as members.  Goldman’s partners in Unigo include design firm Deepend New York, build firm GotCoders and entertainment firm Autonomy.

Contact:
Sharon Fuchs
Sharon@unigo.com
(O) 646-861-7845
(C) 917-364-6194

Thinking about schools as possible tourist attractions seems to be in line with the marketing and school “branding” talk that I try to discourage. However, any Harvard student would counter that it’s just a fair description of their state of affairs: sit down in a lawn chair with a notepad and a sharp eye for an afternoon and you’ll see an endless stream of tourists, all constantly rubbing the same toe of the John Harvard statue (to which drunk students forever do unspeakable things).

So it’s a fair question and reasonable point of comparison. How is it at Yale? Can you walk to class without tripping over roving bands of camera-wielding tourists, gawking at undergrads like they’re all in a richly furnished zoo enclosure? Is Yale a tourist attraction?

In a word, no.

It’s true that old campus has a fair number of tour groups circulating in lazily predictable routes, and that they can be spotted on a couple other hotspots on the campus tours which leave from the admissions office. But the individual group sizes, and the overall volume, is very manageable. We do not have people trying endlessly to sneak into our dorms or libraries–the libraries, in fact, don’t require ID to enter the main areas.

Compare with Harvard where the library has regular ‘incidents’ when people try to sneak in just to take a look… or so I am told. The libraries at a lot of schools have this nice level of access for prospective students, so it’s not that Yale is special about it, it’s just a nice benefit from the medium-high volume rather than the stupidly-crowded nature of certain other schools.

Sometimes I like to join the tour groups silently, listen for a minute, then leave. This seems to really confuse prospective students, and leaves me sad that the tour guides are always giving the same semi-duplicitous accounts of Yale lore; still, it helps me stay in touch with the prospective student mindset and is good for blogging. It seems that sometimes, the worse the weather is, the better the tour, as guides work harder to make Yale appealing aside from the good weather and usual cheer of New Haven.

There are busloads of Chinese tourists / visitors who come to Yale, foreign-language tour guides leading them around campus–Yale is actually much better known in China than Harvard, a lot of the time, but when I just stopped at Harvard over spring break I did see a nice number of well-heeled Hong Kong students heading around on a big tour group.

If you stopped reading after my “in a word” explanation, and skipped to the end, don’t worry! You didn’t miss any super-insightful truths about Yale. There is a reasonable level of outsider interest, but because they don’t go inside residential college gates it’s not much of a problem at all.

Of course, I think Yale is quite worthy of being a tourist attraction… : )

Headline part-inspired by Snively @ MIT blogs, but mostly by the exact question asked by my bff Greta when visiting her this past week at Harvard.

Norman Kraft of Zen Writes Inc. keeps a higher education marketing blog called “Zen and the Art of Higher Education Marketing” which I read regularly (or at least as regularly as he posts–happily, the last couple of weeks have been pretty consistent) and generally find to be very on the mark. Two weeks ago he posed an interesting question–what effect do appearances have in the context of the admissions office itself? He writes:

For many colleges and universities, admissions office space seems almost an afterthought. Too often, the office entrances are difficult to find and once found, the admissions area is hardly one of the highlights of the college tour. I’ve seen admissions officers attempt to prevent parents and students from seeing their offices by arranging meetings in open spaces on campus, or at a library or student center.

Your admissions area is your first impression, and as the old saying goes, you only have one opportunity to make a good first impression.

Let me address this question from my perspective as a student and a recent college-admissions-office-visitor. First and foremost, the admissions office is not the first impression someone has of a school when visiting. Not precisely, at least. Parents don’t blindfold their kids, drive them in erratic randomized patterns, and then lead them up to the admissions office only to then ‘unveil’ the first impression of the entire school. There is the journey to the admissions office first, and even that little step can have a significant impact. How so?

Although I knew that there were realistic constraints for space, sometimes the positioning of an admissions office alone would seem to send a message to me. Take, for example, the University of Pennsylvania admissions office: it is very convenient and easy to find because of how central it is to campus (1 College Hall, ground floor). To get there we walked through especially nice portions of the campus and a vibrant part of Philadelphia; that was the first impression of the school. My memories of the admissions office itself are not especially great because my preoccupation at the time was coping with the 105+ degree heat wave.

The real distinction between admissions offices first and foremost is SERVICE. Yes, it was a painful heat wave at Penn and that wasn’t their fault. The day before, though, the temperatures were almost as bad and I had visited both Yale and Wesleyan with my family. The biggest difference, where tour and admissions office experience was concerned (schools aside)? Wesleyan offered free bottles of water. It was also, hands down, the nicest, most accommodating, and most convincing of anywhere I visited, but that’s another story. The water was part of that. I know it’s not in the budgets for Penn and Yale to offer water to all the people who come and visit–they had rather bigger crowds–but those are some of the differences that we take away from tours. The little details that count.

Wesleyan-Yale isn’t a very fair comparison, as I’ve said. So let me use another situation with slightly more even odds: Harvard vs. MIT.

I visited MIT on March 14th, 2006–it was the first school I visited. I remember the date because it was Pi Day! Anyway, I visited MIT with my friend Greta and we got slightly lost in the infinite corridor and on campus looking around for the admissions office because MIT buildings are all designated by numbers are we weren’t paying that much attention since it was our spring break. Something like that. We found the office in the end and it was a messy place inhospitable to visitors–we were sent elsewhere for our tour and info talk. It felt like the reception / office ratio was off. All the same, we had a good time at MIT (read the visit report).

Compare with Harvard: we wandered over to Radcliffe yard and found the admissions office after some searching, but given Harvard’s visitor volume what happened next was unfortunate. We were sent from a messy office environment to what looked like a semi-dilapidated basement auditorium where we were told about how selective Harvard was before being sent out on the worst college tour in my complete touring experience.

There were many similarities in presentation and aesthetic experience, but when I ask Greta or think myself about the MIT visit we don’t think about how the office was messy. We just think about how exciting the UROP program sounded and how friendly everyone was. The aesthetic details only come into play over at Harvard when we start trying to look for something to redeem the experience.

Are aesthetics important? Sure. But they’re not the most important part of the experience or ‘first impression,’ at least not in my mind, and it’s important to remember that. I didn’t see any places that were installing gold leaf in the admissions offices while cutting back on staff, but I just thought I’d share my thoughts on this all the same.

For the record, Johns Hopkins gave out free water bottles a few days later when it was equally hot.