All year long, higher education institutions gear up for college application season. They’ve got their eyes on prospective students, and they want to feel confident that they’ve made strong recruitment efforts before the early months of the year come around—which is the prime time for college applications.
With nearly 6,000 postsecondary institutions vying for applicants, every available channel is flooded with college information. Billboards, mailboxes, inboxes, social media, and even public transportation—all showcasing local and national colleges.
Making a good impression matters, which is why it’s so important that your institution’s direct mail advertising is meaningful and cuts through the fluff. Sending powerful college brochures by mail is still a very effective way to catch attention and attract applicants to your institution.
High-Quality Creativity Goes a Long Way
A recent study suggests that brand size is the number one driver of advertising profitability, but creative quality is the second. People expect high-quality images, copy, and materials from high-quality institutions.
When it comes to direct mail for higher education, quality is an industry standard—for your messaging, for your design, and for your materials. Anything less is off-putting. Quality communicates the value of your institution and then genuine creativity boosts you above the competition.
How many times have you seen a college brochure that features a young man or woman smiling at the camera, holding books, and wearing a backpack? Is the sun shining behind them? Maybe they’re in front of a tree or a wall. The point is, most college advertising looks the same. We can identify these patterns and cliches, because they exist.
The easiest way to stand out is to do something different. If you take the time to research your audience, develop your brand, and invest in your direct mail campaigns, the impact can be profound.
Reach Your Target Demographic
Prospective students value authenticity. If you’re flooding high-schoolers’ mailboxes with staged photos and marketing jargon, they won’t care.
So, how do you stand out from everybody else? Remember the age-old adage from mothers and brand directors alike: “be yourself.” Make sure you have an awareness of what modern, prospective students are looking for in an institution, and then show them exactly what makes your institution worth attending.
What this actually looks like will depend on your university, but there are some best practices that apply to every higher education campaign:
1. Strong, Clear Messaging
As soon as students open your brochure, it should be clear who you are and why you should matter to them. This might include talking about yourself, but it should really focus on the recipient. What can your institution do for them? You might include things like:
- Your institution’s values
- Statistics and stories from graduates
- Unique features of your professors, programs, or campus
Forget about the jargon here. Use clear and straightforward copy. Include charts that make sense and bold, impactful numbers. When your argument is easy to digest, it’s more likely to resonate.
2. Compelling Imagery
Authenticity is also important when it comes to the imagery in your brochure. Great imagery requires some planning and forethought. To start with, your marketing and communications department should employ skilled photographers who know how to capture genuine student moments. Send them to events to take real, candid photos around campus for use in your advertising. If you use staged photos to showcase diversity or certain activities, the inauthenticity will show. Students want to see what it’s really like to be at your university.
3. Personalization
More than ever, people are responding more positively when marketing is personalized for them. In fact, 71 percent of consumers now expect it. Personalization, when done right, will make your college brochure by mail more compelling.
On a basic level, you should be using the recipient’s name. But, getting more creative with the ways you personalize your brochure can make your college even more compelling to prospective students. For example, if you know a student is considering pursuing an English Major, you can include information about your English program and the ways it’s designed to help them succeed.
4. Call to Action (CTA)
If prospective students don’t know what you want them to do, it’s unlikely that they’ll do anything. Make it easy for them to take the next step. Your brochure should issue a clear call to action. You can invite them to visit your website, apply to the university, or contact an admissions counselor. Whatever step you want them to take, make sure that action is clear and accessible to them.
5. Interactive Features
Direct mail is even more effective when integrated with your other marketing efforts. While your brochure may be a prospective student’s introduction to your institution, 93% of students will use a college’s website to get more information. Incorporate creative, interactive elements in your college brochures to make them more memorable and engaging. You can try things like:
- QR codes
- AR technology
- Videos
- Social media
The right creative approach will look different for every higher education institution, so it isn’t something you can find on an FAQ page. It takes time, research, strategy, and involvement. The good news is you don’t have to do it alone.
CPMI Solutions Is Committed to Helping You Compete for Applicants
When you mail your college brochures, you should feel confident that you’re sending out a winning campaign. At CPMI Solutions, we aren’t just here to print high-quality mailers. We’re here to give you the best chance of success. Our team of marketers will help you strategize and execute a campaign that showcases your institution and connects with your audience.Ready to make direct mail work for your college? Expand your recruiting strategy today.
