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PERSONAL bests

May 2005
Huntington College Brochure Builder

The Business Objective

Huntington College (www.huntington.edu) is a small, Christian, liberal arts college with an enrollment of 1,000 in northern Indiana. Like many small colleges, it depends on strong recruiting tools to keep its dorms and classrooms full. But the marketing of higher education had become repetitious, dominated by a one-way flow of generic documents. Huntington College needed an alternative way to effectively reach the kind of prospects they wanted on their campus; they needed to understand their dreams and aspirations and reach out to them using this personal information.

So Huntington turned to the Internet. The overall goal was to turn Web inquiries into actual student enrollments. Subsidiary objectives included encouraging campus visits, conveying the academic value of a Huntington education and showing the career results achieved by those with recent Huntington degrees.

The Proposed Solution

Scope 1 Marketing Technologies (Portage, MI) approached Huntington College with the concept of a Web-to-print brochure system, and the college readily agreed. Scope 1 designed a Web-inquiry page that allowed prospective applicants to create their own customized brochures. The form captured the prospect's desired area of study and extracurricular interests.

With this data, Scope 1's system created a PDF brochure online that could be viewed by the prospect immediately. A printed version of the brochure was also produced and mailed to the prospect immediately.

Each brochure included personalized text, an overview of programs containing relevant information based on the student's interests, alumni interviews, faculty bios, course lists in the prospect's selected major and extracurricular features. They also included a personal greeting from a student's assigned admissions counselor based on the student's ZIP code.

Only one cover photo was static in the four-page layout. The rest of the brochure was completely variable, based on each student's selected interests.

How it Was Produced

The Huntington College brochure was printed on a 12x18˝ sheet, trimmed to 11x17˝ and quarter-folded. Scope 1 has several outside partners who print the digital brochures. Each printer's 80-lb. cover weight "house sheet" is used for the brochures.

Scope 1 supplies its clients with templated layouts, as well as instructions for correctly "designing for digital." The designer is free to create their own look and feel as long as they stay within the stated parameters. The client is also given instructions to pass along to the various college faculty and staff who are asked to write copy for the brochure.
 

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