About the Episode
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About the Episode:
Jaime Hunt chats with Justin Bouldt, Assistant Director of Admissions at the University of Nevada, Reno, about an innovative yield-boosting initiative—the College Town Pass. Designed to enhance campus visits by giving prospective students a curated way to explore the city of Reno and nearby Lake Tahoe, the College Town Pass has delivered impressive results, including a 74% yield rate among users. Tune in to hear how a Pokémon Go-inspired concept turned into a high-impact enrollment marketing strategy.
Key Takeaways
- Yield-driving innovation: Students who used the College Town Pass yielded at a 74% enrollment rate, with a 4.4% increase compared to those who attended a tour but didn’t use the pass.
- Campus visit strategy redefined: The pass connects the campus experience with the surrounding community, offering GPS check-ins, rewards, and curated local recommendations.
- Curated local experiences matter: Including off-campus experiences in your enrollment strategy helps students visualize their life outside the classroom—a key decision-making factor.
- Tech-enabled and scalable: Partnering with Bandwango allowed UNR to launch the initiative with minimal staff time and impressive tech support.
- Highly adaptable framework: This initiative is effective across rural, suburban, and urban campuses—and it's easily customizable to fit your institution's geography and culture.
- Students and families want more than campus: Local experiences are already part of the visit—this just guides and enhances them in a memorable, measurable way.
Episode Summary: Inside the College Town Pass—A GPS-Powered Boost to Enrollment Strategy
What is the College Town Pass?
The College Town Pass is a tech-enabled experience layer designed to enhance the traditional campus visit. Developed by the University of Nevada, Reno in partnership with Bandwango, it allows prospective students and their families to explore curated “college-friendly” local destinations—from coffee shops to hiking trails—while earning points through GPS-based check-ins. These points are redeemable at the campus Welcome Center for university-branded swag, turning every off-campus moment into an extension of the school’s brand experience.
But more than just a cool gimmick, the College Town Pass is rooted in a strategic goal: increase yield among admitted students by helping them visualize life both on and off campus. The pass intentionally blurs the line between campus life and community life, making the entire college town part of the sales funnel.
Why was showcasing Reno and Lake Tahoe so important to UNR?
Host Jaime Hunt and guest Justin Bouldt discuss a truth that many marketers overlook—students don't spend 100% of their time on campus. For UNR, highlighting the natural beauty of Lake Tahoe, the outdoor lifestyle, and local eateries and events provided context for life as a student in a way that brochures and websites can't.
Justin shared a pivotal anecdote: a student chose another university after attending a well-executed admitted student weekend that included a visit to the city’s farmers market. That moment sparked the realization that UNR was losing yield not because of academic fit, but because they weren't showcasing the city experience effectively.
Reno—despite its misconceptions (thanks, Reno 911)—has a lot to offer. And with this strategy, the admissions team is able to reframe the narrative, show off hidden gems, and directly challenge outdated perceptions.
How did UNR build the College Town Pass—and what were the results?
UNR began by tapping internal knowledge: Justin and his team listed their go-to spots and consulted students to validate or expand the list. As it grew to nearly 50 locations, they prioritized destinations that aligned with the types of experiences prospective students seek—coffee shops, bookstores, local dining, scenic trails, and cultural events.
They partnered with Bandwango, a digital platform that allowed them to quickly build, launch, and manage the GPS-based pass with minimal tech lift. Students scan QR codes or check in via location services, then redeem swag based on how many spots they’ve visited.
The outcome?
- 30%+ usage rate among Nevada Bound tour attendees
- 74% yield rate for students who used the pass
- 100% of users applied to the university
And because it was built with future scalability in mind, the program is now expanding beyond admitted student events and into earlier stages of the funnel—including general campus tours and fall preview programs.
What challenges does this solve in the enrollment marketing funnel?
A big one: yield decline. As more students apply to more schools and make later decisions, standing out during the campus visit becomes mission-critical. The College Town Pass makes it easier for students to answer that intangible yet essential question: “Can I see myself living here?”
Moreover, it solves a growing challenge in student recruitment marketing strategy: how to create high-touch, personalized, and scalable experiences that foster emotional connection. The pass also ensures that visitors aren’t left to wander into less-than-ideal neighborhoods or form impressions based on uncurated explorations.
And it’s not just for students—this concept can be adapted for faculty recruiting, donor engagement, or even alumni visits, making it a flexible asset in the broader university marketing toolbox.
How can other institutions replicate this initiative?
Justin's advice for other higher ed marketers?
Start small. Lean into your students’ insights. Think like a family on a time crunch. And don’t try to over-engineer it. The most important things are:
- Center the prospective student experience—ask what they need to feel confident and excited.
- Let your students lead—they know where the real culture lives.
- Work with a partner—Bandwango helped UNR launch quickly, affordably, and with minimal bandwidth.
You don’t need a major city or a resort town to do this. Whether you're in a rural community, a suburban area, or a mid-sized city, every institution has its own story to tell—and this is a compelling way to let visitors live it firsthand.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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