Lakeland University + Concept3D: A Tag Team Marketing and Admissions Collaboration
About Lakeland University
Founded in 1862, Lakeland University serves students across Wisconsin through a residential main campus and six additional centers statewide. With a strong focus on access, affordability, and real-world learning, Lakeland incorporates a cooperative education model where students in every major can earn up to a full year of academic credit through paid work experience.
Combined with initiatives like the Lakeland Promise, transparent tuition pricing, and flexible online and in-person options, Lakeland makes higher education both practical and accessible.
As Lakeland sought out new ways to tell their story and better showcase campus to prospective students—especially those who may not be able to visit in person—the admissions and marketing team came together to partner with Concept3D and create an immersive, digital-first experience.
“The Interactive Map plays a major role in the storytelling and showing who Lakeland is and why someone should consider coming here.”
Michael Lackovic, Director of Marketing
The Challenge: Outdated Tools, Lackluster Storytelling
Before Concept3D, Lakeland relied on a static, outdated campus map and a separate virtual tour that lived on Youtube and quickly fell out of date.
“We had a very static and outdated map… it wasn’t mobile-friendly, it wasn’t easy to update, and it didn’t really reflect what campus looked like,” said Michael Lackovic, Director of Marketing. “It was very hard for anyone coming to campus who wasn’t already familiar with it to find where they needed to go.”
From an admissions perspective, the limitations were even more apparent. Prospective students—especially those traveling from out of state—had no easy way to visualize campus life or understand how spaces connected.
Lakeland needed a solution that could bring campus to life digitally while supporting recruitment, navigation, and storytelling across departments.
Leadership Buy-In: Value Recognized Immediately
Securing internal buy-in was not a barrier for Lakeland University. From the earliest conversations, campus leadership clearly saw the value of investing in a modern, digital-first campus experience.
“Our president was on board with it right away—she saw the value in this immediately,” said Emily Lensmire, Director of Admissions.
With support from enrollment, admissions, marketing, and executive leadership, Lakeland was able to move quickly from vendor evaluation to implementation.
The Solution: A Digital-First Campus Experience with Concept3D
Lakeland implemented Concept3D’s Interactive Map to create an engaging, intuitive way for prospective students, visitors, and the campus community to explore.
The new experience allows users to:
- Explore campus visually through 360 Panoramas, Integrated Map Tours & Wayfinding
- Navigate easily on mobile devices or desktop
- Access guided tours and key locations from anywhere
- Experience what campus really feels like before visiting
“This allows them to get a tour and see campus for themselves in a much better way than what we used to have,” said Lackovic. “It makes the experience feel customized and personal.”
For admissions, the impact was immediate. The Interactive Map became a storytelling asset—one that allowed students to imagine themselves on campus before they ever arrived.
“We were able to showcase our campus and let people see what it actually feels like here. That’s huge for students who are deciding if this is the right place for them.”
Emily Lensmire, Director of Admissions
Supporting Admissions and Driving Engagement
Lakeland also leveraged Concept3D’s integrated map tours as a modern admissions tool, replacing its previous, ineffective YouTube-based virtual tours that created a fragmented experience for prospective students.
“We were using a video tour on YouTube, which got outdated quickly,” said Lensmire.
By integrating guided tours directly into the Interactive Map, Lakeland created a single, immersive experience that allows students to explore campus visually, contextually, and at their own pace. Instead of watching a static video, prospective students can now navigate buildings, understand spatial relationships, and engage with campus in a way that feels personalized and intuitive.
Engagement data reinforces the impact of this approach. The top two map categories users interact with most are Athletics and 360° Panoramas—aligning directly with Lakeland’s identity as an athletics-forward institution and validating its investment in immersive visual storytelling.
The integrated tour experience also supports Lakeland’s admissions conversion strategy.
By combining bird’s eye views with immersive visuals, Concept3D makes campus easier to experience and navigate.
“It’s much easier for people to get around because they can see both the map view and what the front of buildings actually look like,” Lensmire added.
“Concept3D has allowed prospective students who are on the fence to see campus and make them want to actually set up a visit. When we get students to campus, we do a really good job of converting them.”
Michael Lackovic, Director of Marketing
Beyond Admissions: Partner Support Across Campus
While admissions and marketing were the primary drivers, Lakeland quickly discovered that the map delivered value well beyond recruitment.
Departments across campus now use Concept3D for:
- Alumni and advancement events
- HR interviews and campus walkthroughs
- Apartment rentals and summer housing
- Community and corporate events
“Other departments are using it in ways we didn’t even consider when we rolled it out,” said Lackovic. “It’s become a vital resource for anyone interacting with our campus.”
Chris Retlich, Interactive Media Coordinator, highlighted how the map supports visitors unfamiliar with Lakeland.
“People who aren’t familiar with our campus can easily see where their apartment is or where they need to go,” said Retlich.
The result is a clearer, more welcoming experience for everyone—from prospective students to alumni to community partners.
A True Partnership with Concept3D
Lakeland describes their experience working with Concept3D as seamless from start to finish.
“From the first sales call through onboarding and training, we didn’t hit any roadblocks,” said Lackovic. “Everyone has been super responsive and helpful.”
The team also valued Concept3D’s understanding of higher education.
“It felt like you really understood what prospective students want to see,” Lackovic added. “That expertise was huge for us.”
Retlich echoed that sentiment, noting the team’s patience and openness to feedback.
“Everyone was receptive to suggestions and very supportive, especially as we tested newer features,” he said.
Looking Ahead
Lakeland sees their partnership with Concept3D as just the beginning. The university is already exploring more personalized and guided experiences—such as custom tours for athletes or interest-based pathways for prospective students.
“We’re really only scratching the surface of what this can be,” said Lackovic. “Personalization is what we hang our hat on, and Concept3D helps us move further in that direction.”
By combining storytelling, admissions strategy, and partner support into one intuitive platform, Concept3D has become a foundational part of how Lakeland University presents itself to the world.
Transform your online experience.
See our technology solutions come together in one seamless experience.