PROBLEM: With Babson’s campus rapidly evolving year over year—featuring new and repurposed buildings—our challenge was ensuring that incoming students could quickly and seamlessly familiarize themselves with the campus during orientation. Traditional tours were no longer enough to cover the expanding layout, and we needed an innovative solution that could scale with the campus’s growth. The objective was clear: help new students feel confident navigating the campus within their first week while creating a sense of excitement and community as they embark on their college journey.

CREATIVE STRATEGY: To address this, we developed a dynamic and interactive approach that leveraged both physical and digital touchpoints. We created a custom campus map that not only highlighted key locations but also introduced designated “selfie stations” at must-see spots. This gamified experience encouraged students to explore the campus independently while having fun capturing their adventures. By using the hashtag #Babson2020 on Instagram, students could share their experiences, building a sense of camaraderie through social media. This allowed us to track their progress while organically fostering connections and excitement. The result was a scalable, engaging orientation experience that blended technology, exploration, and community-building—ensuring students felt at home from the start.