Print & Web Communications for Education
Admissions Campaign
University of Louisiana Monroe
The Web is the first information source for most prospective students, and University of Louisiana-Monroe was in need of a more visually arresting Web site to captivate their target audience. Having already developed a recruiting campaign and designed the school magazine, Zehno was tasked with the job of creating a more prominent and engaging Web presence for ULM.
At the same time, Zehno would also be redesigning the school’s print search and viewbook pieces. Zehno created the concept Going Places to unify the tools. Going Places capitalizes on ULM’s continued momentum in attracting high-quality students to this regionally drawing institution. A vibrant color palette, graphic devices that signify motion and “go”-related copy convey a sense of energy. Stories are told that focus on individual students.
As ULM was not
ready for a total Web site overhaul, the Zehno team instead developed
a Flash-based Web feature to be embedded on the Prospective Students
page of the current site. The feature acts a promotional and informational
hub that integrates with the look and feel of the new print campaign.
The 11-screen feature includes:
- Going Places: An online tour of the school guided by eight ULM students. Each tour stop has a pop out tab with demographic, information, a quote, the student’s e-mail address and an audio clip.
- Go Figures: An at-a-glance page filled with important facts and figures and a list of ULM’s degree programs.
- Get Going: A contact page where you can “meet” your admissions counselors.
Most notably, a new dimension was added to the mix: audio clips. With very little overhead cost, Zehno captured sound bytes of students musing about approachable faculty members, campus apartments and scholarship opportunities. Using Skype Out, an Internet telephone software application, and Ecamm, an add-on call recorder, we were able to record phone interviews with the students.
Calls to action include Tell a Friend e-mail links and a Tell Us About Yourself form, which should result in increased campus visits, inquiries and applications. The Web feature launched in November 2007.