Recruiting Campaign - Redesign

University of the Pacific
Web book, Web feature and E-newsletter images

In the world of higher education, it’s important to keep your communication materials fresh. After three years of employing the successful “I Am Pacific” campaign, University of the Pacific decided it was time to hit the refresh button.

Zehno conceptualized and redesigned Pacific's new admission campaign to take a unique, creative approach, while still capitalizing on the successful elements of the previous materials. 

As a first step, Zehno conducted an online survey that showed a majority of audiences for the materials agreed that they accurately reflected their expectations of and experiences at Pacific.

Your ____ at Pacific
The updated materials revolve around the theme “Your world at Pacific.” A framing/border effect highlights a glimpse into life at Pacific. The smaller print pieces run in the same vein, with “Your time at Pacific” and “Your visit at Pacific.” The new pieces combine strong stories and compelling, cutout images of students, professors and alumni. Students continue to convey Pacific’s key messages—namely that the school is a challenging, supportive, and fun place to be. Professors are used to call more attention to academic rigor, and alumni are used to underscore value.

A Full Suite of Materials
Working in collaboration with Pacific, Zehno redesigned and created a number of pieces, including:

  • Web book—the primary recruitment piece, a 24-page book filled with quotes, motivational student stories and fast facts about the university; this piece is intentionally not called a viewbook—its whole purpose is to drive prospects back to the Web site
  • Travel/search piece—a four-page brochure highlighting the basics about academics and experience
  • Lifestyle piece—a direct mailer that provides a day-in-the-life view of a Pacific student
  • Web feature—a 35-screen XML-driven feature that includes student and alumni success stories, an Ask a Question interface, video and a guided tour of the campus, complete with audio commentary from students.
  • E-newsletter template
  • Pacific Preview Day invite

Pacific’s paid confirmations for the fall 2008 entering class are already over target by almost 100 students. This success runs counter to the national yield trends, which see many institutions reaching into their wait lists to field a complete class.

View the Web feature.