Launching an XR project is an exciting milestone, but its true value comes from how you evolve, share, and sustain it over time. Think of your XR experience not as a static campaign asset, but as a dynamic tool. It can bring print to life, adapt to multiple audiences, and reinforce your institution’s innovative edge across both physical and digital channels.
Design Print That Can Come Alive
One of the most powerful aspects of XR is its ability to transform traditional print into an interactive experience. When planning your project, think beyond simply placing an activation image on a postcard or card. Consider how the printed piece itself can feel purposeful even before it is scanned.
Strong print design considers hierarchy, clarity, and curiosity. The layout should clearly communicate what to do, where to scan, and what users will experience, while still leaving room for surprise. The goal is to create a seamless bridge between physical and digital, where the printed piece feels complete on its own but even more compelling once it comes alive through XR.
Accessibility should be considered at this stage as well. Clear language, readable font sizes, strong contrast, and uncluttered layouts help ensure the printed piece is easy to understand for a wide range of users. When print is simple and intuitive, more people feel confident engaging with it, even before they scan.
Consider Longevity Early
An XR project should never be set and forget. While the digital experience can evolve, print assets are far less flexible. That makes early planning critical.
When designing print, consider longevity. Will this piece still feel relevant over time? Can the digital content behind it be updated without needing to reprint thousands of cards? XR is especially powerful because the experience itself can change. Videos can be swapped, calls to action refined, and links updated while the printed activation remains in circulation. Planning for this flexibility from the start ensures your investment continues to generate value long after launch.
A simple but powerful step is integrating UTM codes into every linked destination. These allow you to track which channels, placements, or print pieces are driving engagement. Over time, this data becomes a roadmap for optimization, helping you determine whether content should be refreshed, buttons repositioned, or messaging refined.
This flexibility also supports accessibility over time. As needs change, captions can be added, instructions clarified, or alternate content paths introduced without altering the printed piece itself.
Think About User Experience Even With Print
UI is not just a digital consideration. How someone physically holds and interacts with a printed piece matters just as much.
Ask practical questions during the design phase. Will users be holding this with one hand while scanning with the other? Is the activation image easy to find and frame with a phone camera? Is the call to action readable at arm’s length? Thoughtful print UI reduces friction, making the activation feel intuitive rather than instructional.
It is also important to consider different physical and sensory needs. Clear placement, ample spacing, and straightforward instructions help users with varying levels of vision, mobility, or comfort with technology engage more easily.
You should also decide whether multiple activation images make sense for your goals. In some cases, offering more than one scan point increases flexibility and access. In others, it may introduce confusion or dilute engagement. The right approach depends on your audience, use cases, and how the piece will be distributed.
Expand Access Through Format Choices
Beyond print, consider how users access the experience once they scan. Is a browser-based option useful for your audience?
Web-based XR allows users to engage directly through their browser without downloading an app. This improves ease of use, broadens reach, and supports accessibility by allowing participation across a range of devices.
XR experiences do not need to live in a single format. Many projects can be deployed across AR, WebXR, and immersive environments, allowing one experience to meet users wherever they are. Providing multiple ways to engage helps ensure broader participation and reduces barriers related to device access or comfort level.
This flexibility also supports reuse. An experience initially built for admissions, for example, can be adapted for orientation, alumni engagement, or donor outreach, extending its lifespan across multiple initiatives.
Drive Internal Adoption
Internal adoption is one of the most overlooked aspects of XR success. For a project to thrive, it needs to become a shared resource rather than a marketing novelty.
Start by distributing preview videos and supporting assets internally so teams understand the experience without needing to activate it themselves. Live demonstrations during meetings can spark excitement and inspire new use cases. Encourage cross-department adoption. Admissions, alumni relations, student life, and advancement teams often discover entirely different ways to leverage the same experience.
Sharing guidance on how to access and present the XR experience, including alternate formats or support options, helps internal teams feel confident engaging diverse audiences. Including the XR project in internal newsletters and onboarding ensures awareness does not fade over time. Identifying XR champions across departments further supports longevity by giving the project advocates who can answer questions and promote adoption beyond the original launch team.
Share It With Your Community
Externally, XR is most impactful when experienced live. Whenever possible, scan the piece in front of someone. That immediate reveal creates a memorable moment that words alone cannot replicate.
XR can also be integrated into everyday communication. Email signatures, newsletters, websites, and digital portals ensure consistent exposure. On social media, short videos showing the XR experience in action can drive curiosity while reinforcing your institution’s commitment to innovation.
When sharing broadly, consider including brief guidance or alternative ways to engage so more people feel welcome and able to participate, regardless of device or familiarity with XR.
Bringing It All Together
The most successful XR projects are treated as living assets. Thoughtful print design ensures the experience can literally come to life. Planning for longevity balances the permanence of print with the flexibility of digital. Considering user experience, both physical and digital, reduces friction and improves engagement. Exploring multiple formats expands reach, while internal adoption embeds the project into institutional culture.
When managed strategically and designed with accessibility in mind, an XR project stops being a one-time experiment and becomes a sustainable, evolving part of your outreach strategy, growing with your institution and consistently showcasing your commitment to innovation and inclusive engagement.