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Case Study

Columbia University School of Social Work
MSW viewbook, school home page and recruiting postcard

Columbia University School of Social Work, the nation’s oldest, came to Zehno for assistance with recruitment strategies and materials — both in print and on the Web.

First, Zehno distilled the key benefits and messages, and translated them into a visual identity for the program. Then we created a communications approach that conveyed the school’s longtime social work leadership. The marketing focus included ratings and reputation, balance among practice areas, breadth of specialization options, successful outcomes and New York as a social work mecca. We applied the approach to a viewbook. Then we extended the focus to an admissions-specific Web site, featuring extensive personalization options — and giving students specific, changing information about the areas in which they have expressed a particular interest. Admitted students had access to a password-protected area of the site.

The site is accompanied with a print and e-mail strategy to drive results through the inquiry, application, admission and commitment stages — allowing CUSSW to stay top of mind with future students.

Between June 1, 2002 and May 8, 2003, more than 7,000 people signed up via the Web site to receive e-mails from Columbia University School of Social Work. That’s more than two-thirds the number of new students who are projected to enter all U.S. schools of social work this fall. Almost 60,000 e-mail messages have been sent, with an open rate of almost 50%.

The viewbook, slimmed from 36 to 24 pages for the 2003 recruiting season, contains a combination of profiles and information and continues to be an effective marketing piece.

Applications for 2002–03 were up about 14% compared to 2001–02; the latter year (when the site and e-mail strategies were in operation for the second half of the season) was up 20% in applications over the 2000–2001 number.

The admitted students’ site received an average of 5.5 visits per admit, which contributed to the School of Social Work’s successful yield.

Download the full case study on the Columbia University School of Social Work, “Creating a Compelling Cross-Media Campaign.”