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Drake University uses print materials to reach undergrads

Drake University is using brochures to reach prospects.

GSU hopes to bolster school spirit with its new campaign

9/14/10

Prospective students of Drake University are receiving a D+, courtesy of the institution's marketing department. The college branded the front of its printing materials with the poor grade in an effort to catch the attention of high schoolers.

The college's director of marketing Debra Lukehart told The Times-Delphic that the goal of the campaign is to stick out from other institutions. "The strategy is to get people not just to notice, but to want to learn more and engage in the material," she said.

The color brochures were mailed to 921 high school students to test the response of the initiative. More than three-quarters said the cover grabbed their attention, while 90 percent felt the cover was unique compared to promotional materials they received from other universities.

Additionally, since the campaign was launched, traffic to Drake University's website has more than doubled.

Several other colleges have incorporated print materials to their marketing campaigns as well. One marketing director told DMNews that most 16- to 18-year-olds don't often receive direct mail, so print materials stick out to them more than other consumer groups.







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