Attracting the attention of college hopefuls is an uphill battle when you’re sending college information packets by mail. High school seniors are inundated with digital ads, emails, and stacks of mail from institutions vying for their enrollment.
If you want your university to stand out among the flood of glossy brochures, you’ll need more than just a logo. Here are some ideas to transform standard direct mail into a powerful recruitment tool.
How to Succeed With Collegiate Direct Mail
Mailing out college brochures to potential students is only one step of the process. The real challenge lies in making smart design choices—and in making your overall message catchy but concise enough that you don’t immediately disinterest possible applicants.
Prioritize Personalization
The days of “Dear Student” are over. To truly capture attention, your pamphlets need to feel like they were written for the specific recipient.
Use variable data printing if you’re sending college information by mail. This allows you to customize the name, the imagery, and the content based on the student and their interests. If they expressed interest in engineering, the cover of their pamphlet should feature your engineering labs, not the football stadium.
Use Interactive Elements to Drive Engagement
Static images are fine, but interactive elements make for more memorable mail. Consider incorporating QR codes that link to virtual campus tours, exciting videos from your mascot, or even a quiz that helps students identify their best-fit major.
You could also explore textural elements, like soft-touch coatings or unique folds that reveal information in layers. When a pamphlet feels different in their hands, they’re more likely to stop sorting through their mail and start reading.
Engage Through Creative Social Media Strategies
Social media is one of the most powerful tools for connecting with prospective students. By offering interactive and engaging content that’s integrated across channels, you can leave a lasting impression with your audience. Even if you’re sending college information packets by mail, you can still leverage the power of shareable content to increase your reach and engagement.
Here are some quick ideas:
- Include Snapcodes that unlock campus Snapchat filters
- Provide free branded stickers or decals that recipients can use and share on social media
- Share a custom hashtag that recipients can use for an online challenge or giveaway
- Utilize humor or memes that mirror trending social media content to relate directly to the audience
Highlight Outcomes, Not Just Features
Prospective students (and their parents) are focused on what they’ll get out of your institution. Instead of just listing majors, help them imagine where those majors might lead.
Dedicate a section of your creative pamphlet to alumni success stories. Use infographics to illustrate graduation rates and job placement statistics. Show them the future they can build at your institution, not just the classrooms they’ll sit in.
Simplify the Call to Action
A creative pamphlet shouldn’t just be a source of information. Avoid cluttering the page with too many next steps.
Whether it’s “Schedule a Visit,” “Apply Now,” or “Chat with a Counselor,” make the call to action bold and singular, and always provide a QR code instead of a typed link.
Incorporate Experience and Expertise Into Your Strategy
Execution is just as critical as the idea itself. Even the most creative design will fail if it targets the wrong demographic or if you send your college information at the wrong time in the recruitment cycle.
This is where it becomes essential to partner with experts. At CPMI Solutions, we combine deep industry experience with cutting-edge capabilities. Our approach involves addressing your specific goals and targeting the students most likely to enroll. From nurturing dormant leads to engaging high-intent prospects, our strategies are built on data.
Partner with us and ensure every pamphlet sent contributes to a measurable difference in your enrollment numbers.
