Event Audit - Recruitment Fair
University of Alberta
The Event: In October 2023, the University of Alberta hosted its annual Open House, inviting prospective students to explore its diverse and high-caliber programs. The primary goal of the Open House is to convert attendees from prospective students to current students. KindCo was hired to conduct an audit of the event, focusing on enhancing the guest experience and increasing conversion rates.
The Format:
The Open House is structured as an interactive fair with over 200 booths, each hosted by faculty representatives who engage with attendees, share information, and answer questions. The event also includes tours, presentations, and several information hubs such as student services, campus booths, an Indigenous student experience zone, and areas highlighting the university’s commitment to sustainability and athletics.
Pre-Event Enhancements
In the lead-up to the event, KindCo implemented several "quick wins" to elevate the event and improve guest experience. These included:
Floor Decals and Wayfinding Signs: To help attendees navigate the large Butterdome venue.
Enhanced Booth Designs: Collaborating with four faculties to create new back walls and design more experiential booth activations.
Audit During the Event
During the Open House, the KindCo team conducted a thorough audit focusing on:
Cohesion of Booth Branding: Evaluating whether each booth's branding was consistent and impactful.
Overall Guest Experience: Assessing the ease of navigation, engagement levels, and the quality of interactions between faculty and attendees.
Achievement of Event Objectives: Determining if the event successfully showcased the university's programs and encouraged prospective students to consider enrollment.
Post-Event Analysis
Following the event, KindCo consolidated its findings and conducted a post-mortem information session with key stakeholders. This session included an interactive debrief to collect input from participants. KindCo then coded the feedback and presented comprehensive findings, highlighting:
Successful Elements: Identifying what aspects of the event worked well in terms of guest engagement and conversion potential.
Areas for Improvement: Offering detailed recommendations on how to enhance future events for even greater impact.
Impact of the Audit
The audit by KindCo had a significant impact on the University of Alberta's Open House:
Improved Navigation and Engagement: The implementation of way-finding signs and floor decals made it easier for attendees to navigate the event, resulting in a smoother and more enjoyable experience.
Enhanced Booth Experiences: The redesigned booths and experiential activations created a united university look.
Actionable Feedback: The detailed post-event analysis provided actionable insights that the university can use to further refine and enhance future Open House events, ultimately aiming to boost conversion rates of prospective students to enrolled students.
Event Partners
Burke Group
Fastsigns Vancouver
Exhibition Installation
Through this comprehensive audit, KindCo played a pivotal role in enhancing the University of Alberta's Open House, ensuring a more impactful and memorable experience for prospective students.
Learn about event audits
What is an event audit and how it can elevate your event.
