Individual Student Recruitment Publications

General Observations

189 entries

Overall, the individual student recruitment entries showed solid design, photography, printing, and writing. When viewed as a group, however, the essential missing element was originality. Publications appeared very formulaic and safe; few took creative risk. Those that stood out grabbed the judges’ attention and when done consistently well throughout, often resulted in an award.

Many entries had strong covers but weak interiors, or vice versa. Many tried techniques that didn’t quite work. Writing for the most part was solid but generic; numbers seemed to be the most common technique for highlighting campus notables. Photography overall seemed stronger than writing or design. Neon green seemed to be the hot color trend. Institutions using agencies appeared to spend more money than those using internal resources, resulting in budgets becoming a significant factor in the final quality.

The judging panel assembled for this category was very cross sectional, representing writers, editors, professional designers, admissions professionals, photographers and students. It was interesting where opinions merged and diverged.

Comments on Winning Entries

Grand Gold Medal

Upland Country Day School, (A Unique Perspective)

• This piece turned heads from the moment it was logged in as an entry to its review through every phase of judging. What gained this attention were its 1) smaller size cover against a larger size text 2) classically simple cover with its clean typography contrasted against catching black and white photography 3) bold contrast of color, alternating pages between white and full bleed bright yellow 4) copy points that seemed to hit every branding element and 5) creative crops and use of crisp black and white photography. No other entry in this category reached such a distinctive level of overall photography, design and writing.

Gold Medals

Biola University, Junior Brochure

• Exceptional execution of a cute and clever appeal made this brochure stand out. Whimsical and light-hearted, this simple brochure actually was quite complicated as it stitched together two brochures – one featuring Jeremy and the other Michelle – into one piece. Entertaining copy grabbed the judges’ attention.

Kent State, “Imagine” Viewbook

• Overall creative quality put this into gold status. Judges liked the large numbers used to describe features, the varying font sizes to emphasize copy points, the placement of photos to create text blocks and the understated color palette. It was different enough to stand apart from the other entries.

Kenyon College, Diversity Brochure “We Are”

• This search piece stood out for its powerful photos and minimal copy. The publication depicted who “we are” in three adjectives centered consistently over a single image, then transitioned into thumbnails with brief statements describing each individual. While some pages were stronger than others, judges believed overall it was very compelling. This was first runner-up to the grand gold winner.

Kenyon College, Travel Piece

• Exceptional treatment of full-page photos and minimal copy around a number theme made this a gold winner. Good use of typography as well as actual facts selected to feature.

Penn State, “Think Again” Viewbook

• This piece stood out conceptually and editorially as one of the strongest entries. The theme “Think Again” for the College of Agricultural Sciences was a perfect fit and was executed exceptionally well through the publication. Photos mixed creative angles and crops and a combination of human, animal and inanimate subjects. Piece was a great mix of testimonials and factual specifics. Concluding photo of dog balancing a dog bone on its nose was the winning point.

Tufts University, Viewbook

• At 112 pages, this publication was easily the largest of the entries. Judges were impressed by its consistent exceptional visual quality, especially the photography. Combining elements more typical for a magazine, this publication had something for everyone: visuals ranging from the literal to avant-garde and copy appearing as captions to lengthy profiles.

Silver Medals

Humboldt State University, “Eight Things to Know about Humboldt State”

• Illustrated line art put this brochure - another featuring numbers to organize content - into the award winners. Its feel and tone seemed perfect for the target audience. Spot colors and photos complemented each other well.

Indiana Wesleyan University, “Write Your Life Story” Search Piece

• Creative type and color palette distinguished this brochure. Judges liked the paper choice and earthy tones.

New York University, Junior Viewbook

• Judges remarked on this publication’s use of large type to catch the eye; its accenting ink colors of brick, neon green and blue; and creative cropping. Editorially did a good job of blending personal testimonials with institutional brags. Took some creative risks, reversing text for example on NAME to EMAN and YOU to UOY. From its stark cover of a large blind-embossed type treatment, this publication caught the eye and delivered the goods.

University of California Riverside, 111 Facts Viewbook

• Of all the publications featuring numbers, this one did it extremely well from its cover treatment of a dominating 111 Facts to its inside countdown from 1 to 111. Clean typography and creative graphics mixing cutouts, photos and illustrations. Made you want to read the entire thing.

Wartburg College, Viewbook

• A magazine approach tipped the scales on this viewbook. Judges thought this entry would most capture students’ eyes and be read, based on research data vs. what students would perceive as “fake” agency marketing. Of all the entries, this one resonated with all the judging groups, from students to admissions to creative professionals. Creative copy, type treatment and graphics were lauded.

Bronze Medals

Berkeley Carroll School, High School Student Booklet (yield piece)

• This little brochure packed a visual punch. Layered images worked extremely well along with type treatment and color choices. Minimal yet interesting and personal copy also worked.

College of Wooster, “Each and Every Student at Wooster” Viewbook

• Formatting, color palette and illustrations separated out this publication. Instead of the traditional booklet, this pocket folder contained coordinated pieces hitting the hot buttons of individualization, academics, atmosphere and costs. Judges liked the complimentary colors of gold, brown and brick; type treatment, and use of white space and illustrations.

New York University, Junior Fulfillment Brochure

• Clever concept of eight perforated postcards as well as clever images that went along with each teaser made this package.

Southern Methodist University, “Know Wonder: SMU A to Z”

• Creative little touches such as small chunks cut out of photos and highlighted text caught the judges’ attention. Alphabetical approach to copy was solid and considerable content handled well.