As the next school year approaches quickly, the time to ramp up higher education admissions marketing is now. Seniors are bombarded with direct mail letters from various universities, often ending up at the bottom of their stack or in the garbage. How does a higher education direct mail advertisement stand out? With Integ’s expertise in print marketing for higher educations, they’ve compiled invaluable tips on how to utilize direct mail for student prospects to increase student response and application rates.
Define Your Audience
While the obvious audience for this direct mail marketing campaign is prospective students, it is also the parents of those students. A multi-project campaign could target both of these audiences by grabbing the attention of the student while also addressing the concerns of the parent.
The following headline example would target students and parents living within a 150-mile radius from the university.
“Close enough to home to come back for laundry, far enough to gain independence.”
A headline containing humor and items that would appeal to a prospective student, as well as containing a personal element of knowing that that particular student is not far from the university. However, mentioning how close the university is from home appeals to the parents desire to keep their child as close as possible.
“Guides for parents and students.”
Segmenting your audience explicitly can also be beneficial. This allows the university to separately address questions that both audiences have.
Be Creative to Inspire
Spend time shooting the right photography. Reach out to the hearts of high school students with creative design and unique images reflecting authenticity. Graphic design for print marketing pieces should include real-life images of students on or off campus life. Creative but consistent type choices and heavily branded with your logo and colors is recommended.
Some ideas for a direct mail piece:
- Create an impressive list of stats on your university graduate including a “by the numbers” piece that impresses your target audience.
- Take photos of your students on campus that relate to the majority of your prospective students.
- Larger size print pieces stand out in the mail and are also affordable
- Add embellishments and finishes to your final mail drop that target your most likely to apply students
Direct Mail that fosters Digital Engagement
When students receive acceptance letters from their university, they often pose with the direct mail they received in a photograph. For this reason, it is important that universities include a unique piece of direct mail that is identifiable and a unique hashtag. Examples of unique hashtags are #integgrad2023 or #integbound2019. Having a unique hashtag allows for you to repost their content onto the university’s page. Also, It also allows for the students to look at the social media accounts of their fellow classmates. Post on your own social media account with the stack of acceptance letters going out that day or share the best post and ask for new students to comment with their acceptance letter selfies.
Keep Branding & Message Consistent
In order to maintain the integrity of the university’s brand, it’s important to correspond graphic design pieces to each other to provide the reader with a unified message.
Integ knows higher education print. From Division I Universities to community and junior colleges, their experience producing print and direct mail positions Integ as an expert in print for higher education institutions. Integ understands the need for quick turnaround and attention to detail. Keeping the brand right every time and offering press checks that go the extra mile, Integ does more to make sure every campaign is successful and exceeds expectations.
You have a story to tell…Integ delivers. Contact us today to get started on a quote for your next print project. Our solutions include offset and digital printing, variable printing, direct mail and fulfillment, wide format, wall graphics, promotional products, and creative services and graphic design.
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