University visits and fairs: how to meet all stakeholders’ needs

It is such an exciting time when universities are able to visit high schools. While the university-application process may be stressful, university visits give both peace of mind and insightful information to eager applicants.

These experiences take ample preparation on the counsellor’s side of the desk – as well as time teaching etiquette to the wider stakeholders involved. However, with a little planning, these events are such a joy to all those who participate. 

University visit or university fair?

University visits

University visits last anywhere from 20 minutes to an hour. Students are given an informal time to approach the university table (either at break or at lunchtime) to ask questions, collect information and express interest.

Suggested etiquette is to set up a user-friendly online booking system for universities to select the day and time they will attend, with a public view for students to preview in advance which universities are attending at which times. 

University fairs

University fairs are typically held less frequently than university visits. But they last much longer, ranging from a couple of hours to a half day, with workshops run by universities.

University fairs are usually hosted after school or on a weekend, either on the high school’s campus or in a hotel ballroom. They are often held in collaboration with other schools in the area, in order to maximise student participation and university involvement.

Fairs take ample planning, with universities and counsellors collaborating across several schools in the region.

Planning and timing

For both events, it is important for the counsellor to notify administration, school operations and participants well in advance, in order to ensure that date and time, venue and set-up come together smoothly for students and families.

The counsellor needs to assess which months are most feasible for events for their particular school. For example, in the United Arab Emirates, October and November are the best autumn months for events: students are already in the rhythm of school. And February and March are the best spring months, before the end of the year AP and IB testing.

It’s vital to keep student schedules in mind, as burnout can easily occur. Remember that every student cannot attend every event, so it’s important to keep a healthy calendar balance. Students appreciate having a mix of universities from around the world as well as a varied set-up (some shorter visits, some longer fairs), as it allows them to attend the events that suit them best. If you try to do it all, it might become overwhelming not only for you, but also for your students. So plan with balance from beginning to end.

Etiquette for booking systems

Everyone prefers user-friendly, easy websites and appointment-booking systems.

At Brewster Madrid, we have chosen to host university visits from Monday to Thursday during student study hall, and to create a user-friendly booking form and public calendar for universities. We advertise our information (booking instructions, school information, directions and such) on our booking website, which universities say they find helpful.

We also share this information on the IACAC website, our social media channels and our school website.

This pre-planned etiquette helps our entire team maintain a consistent practice. And it allows universities to book easily, without lots of back and forth.

For the students, we display this calendar on Google Classroom. We also post a QR code on our bulletin board, which students can scan to see who is coming.

Making university representatives feel welcome

University representatives can often find the process of arriving on campus confusing. Where do they park? Is parking is free or paid? What entrance should they use to get into the school? How do they find the relevant auditorium or presentation space?

It’s good etiquette to send a tip sheet out to universities well in advance, answering these FAQs. Have someone – security officer, secretary, counsellor or perhaps a student ambassador – greet them at the door and walk them to their set-up space.

Provide them with a copy of your school profile and business card before the event, so they can save your contact information and review the context of your school before students arrive at their tables.

If possible, it’s also great to give them a small takeaway gift, such as a water bottle or school pennant. It’s always good etiquette to have some sort of a takeaway to leave a lasting impression for future visits to come. In turn, universities will usually bring you things such as their school flag, sunglasses or bags, which can make great giveaways for student raffles later on.

Gifts don’t have to be expensive or elaborate – we once created a bookmark to give university reps; on it, we listed our favourite things to do in the city, to help them enjoy their stay. Be as creative as you want.

Advice for students, parents and teachers

Students

While many students may be excited about speaking to universities on campus at either a visit or a fair, others may be nervous about what to say or ask. It is helpful for the college counsellor to prepare a list of frequently asked questions that students can preview in advance. Such information can be reviewed at a 1:1 meeting, sent out via email, or perhaps unveiled at an assembly or class gathering, in order to best prepare students to network with universities.

Students should be informed that while they may be eager to ask university-specific questions, it is also wise to talk to the university representative about life on campus, the atmosphere and climate in the wider city where the university is located, and what outside involvements are available on campus and in the surrounding areas.

It’s important to coach students to wait patiently if they approach a table where a student and university rep are already in conversation. But it’s also helpful to listen in on what’s being said, as the substance of the conversation may be helpful.

Last, if it is a large event, students should make a list of universities they want to speak to and order them according to priority, so that they can visit their top schools of interest first and use their time during the fair effectively.

Parents

Parents are naturally going to have their own questions, but often they may unintentionally take over the process. The university-application process should always be student-driven, so we want to remind parents gently not to overshadow their children, and to allow space for students’ conversations.

Teachers

If an event is hosted during the school day, it’s great to encourage teachers to bring their classes along, or to attend on their own if they can. Often, students engage in university conversations with their teachers, so keeping everyone in the know is helpful to the community.

Sometimes teachers’ alma maters are attending these events, so teachers can engage with their own former universities. Then students can see that passion and pride on their teachers’ faces – which makes them even more excited to participate in the conversation themselves.

And encourage teachers who see a shy student standing alone to accompany the student to a university table and help spark a conversation.