Leveling Up the Campus Visit Experience: Lessons from Johns Hopkins

A campus visit is more than a tour. It’s an opportunity for prospective students to picture themselves at an institution, connect with its community, and decide whether it’s the right fit.

At Unibuddy’s Powered by Peers conference, Lauren Black, Director of Recruitment, Communications, and Events at the Johns Hopkins Bloomberg School of Public Health, shared how her team brings student ambassadors into the experience to make connections more personal, both on and off campus.

Here are three lessons from their approach.

Connect the dots before, during, and after the visit

The campus visit experience starts well before students arrive. Johns Hopkins helps prospective students explore their options through tools such as a program finder, tailored email campaigns, student profiles, and virtual events.

When students attend a session or panel, the follow-up matters too. The team thanks attendees, shares recordings for those who want to revisit the content, and highlights upcoming events and relevant resources. Where possible, communications are tailored to students’ interests, helping them find the information they need without overwhelming their inboxes.

The goal is to make each interaction feel like part of one connected journey, rather than a series of separate touchpoints.

Put student voices at the heart of the experience

Program details can tell prospective students what they’ll study, but current students can help them understand what it’s actually like to be there.

At Johns Hopkins, ambassadors contribute to student profiles, blog posts, podcasts, virtual panels, and in-person campus tours. They also help prospective students explore life in Baltimore, understand different academic programs, and hear from someone who has navigated a similar journey.

This is particularly valuable for international students, who may have questions about moving to the US and adapting to a new environment.

The team also uses insights from student conversations to understand what applicants need at different points in the cycle, from choosing a program and navigating applications to preparing for the next steps after admission.

Build an ambassador program that works for students

A successful ambassador program needs more than enthusiastic volunteers. It needs clear expectations, ongoing support, and opportunities for students to feel valued.

Johns Hopkins works with academic coordinators across departments to identify students who are a good fit. The team considers where each ambassador can contribute best, whether that’s leading a tour, joining a panel, or connecting with prospective students online.

Regular check-ins, student surveys, recognition, and opportunities to connect with fellow ambassadors help keep the program meaningful. Just as importantly, setting realistic expectations around time commitment helps prevent students from feeling overwhelmed.

Make every interaction count

Johns Hopkins shows how student ambassadors can bring consistency and authenticity to the campus visit journey. By connecting digital communications, in-person experiences, and ongoing peer conversations, universities can help prospective students feel more informed, supported, and confident in their decisions.

Watch the full session above to hear Lauren share more about the approach at Johns Hopkins Bloomberg School of Public Health.