PERSONAL bests

How it Was Produced

The Huntington College brochure was printed on a 12×18˝ sheet, trimmed to 11×17˝ 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.

The data culled from the Web interface is stored in a Sequel Server database maintained by a Scope 1 technology partner. On a weekly basis, the data is sent to their Pageflex MPower Server where it is married with the brochure template. The server outputs a VPS, PPML, VDX or PostScript file, depending on the printer’s RIP and output device. The Huntington College brochures run on an HP/Indigo digital press. Scope 1 also sends files to print partners who print on Xeikon, Xerox and NexPress machines.

The Results

In the initial phase, Huntington College sent out 377 brochures, which resulted in 34 applications. Of those, 32 students were accepted. Based on this outstanding enrollment rate, Huntington and Scope 1 have gone on to produce several thousand more personalized brochures.

The program was originally launched as a supplement to other student recruitment efforts; however, due to its success in generating a higher yield of applicants and enrollments, it has increasingly become the marketing centerpiece of Huntington’s recruitment efforts—so much so that a major part of the PR director’s job is to constantly search for new material telling the stories of recent graduates who are experiencing success in careers and life. Their stories are used as variable data and matched in the brochure to a prospect’s academic major aspiration.

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