Colleges use print materials to capitalize on high enrollment rates
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Colleges are targeting recently graduated high school students with print campaigns.
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8/10/10
With college enrollment rates on the rise, many universities found themselves in a position to bring in more tuition. To help market their schools and new programs, colleges' marketing teams have turned to print media.
For example, DMNews reports that Northeast Mississippi Community College launched a direct mail campaign in 2009 to reach prospective 16- to 18-year-olds. While many universities are incorporating emerging platforms, such as social media, into their marketing efforts, the institution found printing and mailing materials to students stood out more than other forms of outreach.
Meanwhile, the not-for-profit school City University of Seattle refreshed its brand using a combination of online digital and offline print. The school completely redesigned its color brochure, turning the piece into a time capsule that demonstrates why attending the college is a unique experience.
The City University of Seattle's multichannel approach seems to be the most effective for many institutions. "The best of both worlds is print [and] interactive - or 'printeractive,' as we call it," Joe Moore, CEO of education-focused marketing firm Alloy Education, told DMNews.
While many colleges use print materials to promote themselves, high schools and grade schools can effectively use the media as well. For example, the Everett, Washington, HeraldNet recently reported that St. Joseph's Indian School generates most of its funds through direct mail.
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