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Tulane School of Continuing Studies is the primary outreach division of Tulane University in New Orleans. Students can earn degrees and certificates at a reduced tuition rate, taking classes from teachers with real-world experience, choosing from several campuses, and scheduling courses in a manner that fits their busy lives. In the wake of Hurricane Katrina, the school saw an opportunity to reevaluate its communications campaign. One change was in the name itself. What had been called Tulane University College became Tulane University School of Continuing Studies (SCS) to describe its mission more accurately and to match the rest of the university’s naming convention. To reintroduce SCS to the community, Zehno was enlisted to reinvent the school’s communications materials into a consistent, attractive, effective campaign. Previous printed material included a 32-page academic catalog of all programs available. But, because most potential students are focused on a specific field, it was too much information. Instead, Zehno produced nine brochures, each one outlining a different program. These more comprehensive and sophisticated brochures, ranging from four to 16 pages and designed to work well together or as standalones, target specific audiences, making the most of SCS resources. In a full suite of materials that coordinate with a radio and television advertising campaign Zehno produced several other print pieces including a quick overview brochure, an application for enrollment, a student handbook and a pocket folder. All the promotional materials deliver the message: Tulane University School of Continuing Studies prepares students for “the world of work” and will advance them in their chosen careers. Zehno faced a tight timeline, but due to previous work with Tulane, the creative team had essentially little to no learning curve, enabling them to produce twelve pieces in six weeks. Zehno is currently producing additional brochures for the Biloxi campus, to reach high-school students and to outline SCS programs that give academic credit for life experience. The communications materials are distributed to prospective and current students and are featured on the Web site to encourage downloading PDFs. The strategy has posted an early success. More than 1,250 students registered for fall courses at SCS, an increase of 6% over last spring in a challenging market, where many other higher education entities recorded losses in spring-to-fall enrollment comparisons. Unlike the city of New Orleans, SCS also maintained its pre-storm diversity levels, with students of color representing about 25% to 30% of its enrollment each semester. Visit the School of Continuing Studies for more information.
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