Print & Web Communications for Education
Personalized Brochures and Video Web Feature
Tulane University’s Freeman School of Business
Faced with the task of grabbing the attention of admitted students, Tulane University’s Freeman School of Business trod down a newly cleared path.
The school needed something current and inspiring, something that would mimic the entrepreneurial spirit of the institution. What better way to demonstrate than taking the emerging trends of personalized printing and online video and applying it to their admissions campaign?
Zehno collaborated with Tulane to create a three-part personalized brochure and video-enabled Web feature. Together, these pieces communicate the benefits and points of difference of the Tulane MBA degree to prospective and admitted students.
Personalization features include: name, class year, concentration, gender and URLs.
The multi-touch personalized mailings highlight specific curriculum, paying special attention to finance, entrepreneurship and international business. “New Orleans” themed brochures, customized only by name, followed up. A third mailing, personalized by gender, showcased the benefits of Tulane’s small program format.
The name-based URL on each print piece directs recipients to the Web feature, which welcomes the student by name and class year.
The five videos from on the Web feature are also uploaded on YouTube.com, promoted on the Tulane University Freeman School Blog and the business school’s Web site.
The three-part mailing and Web feature are enthusiastically received and will be a cornerstone in next year’s recruitment season.