Student Recruitment Publications Packages

66 entries

General Observations

• The judges were surprised that the independent school entries were more impressive than the university and college entries – they weren’t sure why but thought that this might be because they are selling to the parent more than the student or more competitive with their peers.
• They were surprised at the low number of entries – is paper becoming a thing of the past?
• They noted the large differences in resources spent on comparable packages
• They were also surprised that there weren’t many Web sites prominently visible on publications as a part of the recruitment effort.
• They noted a lot of forced imagery in the use of photography, especially in showing diversity.
• Photography ran hot and cold
• They liked the uses of uncoated paper

Comments on Winning Entries

Grand Gold Medal

Simon’s Rock College of Bard

• The package was nicely written and was an elegantly produced set of coordinated publications. The package addresses diversity through the photography without feeling forced. The format and size of the pieces is comfortable to hold and review. The approach of the written content is respectful of the audience. The tone is welcoming and earthy. It gives a very nice picture of what the school and its program are like. A well-coordinated set of pieces – good concept and a nice choice of paper and color.

Gold Medals

St. John’s College (MD)

• A beautiful set of publications with a well-thought-out concept that stays consistent throughout. The judges loved the approach they used with the poster. They could see this poster in many places that would be eye-catching while containing useful information. It was nice to see a poster as a part of a recruitment package. The text of the publications is catchy with a strong preface. The use of uncoated paper invites the reader and has a nice textural feel. The judges liked that they made the pieces of the packages slightly different in color but the pallet works with the coordinated theme. Great photography – it gives a true visual representation of the school, making the reader feel comfortable. The only complaint was on the black and white piece which they thought felt out of place with the rest of the package but the judges thought it might have been the result of a budget issue.

Landon School

• The gorgeous photography in this package carries through each piece and is very engaging. The theme, “Boys are Different” was very effective for the target audience. The overall sophistication of the content and visuals translates to a quality education. Part of the design looks similar to financial statements, which might really appeal to parents.

Silver Medals

Goldsmiths College, University of London

• A very different look for an admissions package but it works for its intended audience. It has a very commercial look – a very smart design approach. A great reference for graduate program or as a secondary supplement. The judges were impressed with the way the material was presented, especially due the amount of information included. The only complaint was that it might be too text heavy but the judges thought that it was audience appropriate.

Noble and Greenough School

• A unique and smart design carries this package. The turned-over corner on the cover was a nice touch. The package has beautiful photography throughout and the design stays true and supports the outstanding photography.

The Wellington School

• Consistently well-planned concept. This package displays excellent execution of the photography by the designer. It was another example of showing diversity without looking staged. The judges thought that the design concept and text would have strong appeal to kids (looks like a notebook). Good use of illustration. The judges liked that it is not text heavy and is an easy read from cover to cover. Their only complaint was that the paper stock looks inexpensive.

Bronze Medals

New York University

• The postcards were a big hit with the judges. They thought it was a good way to let prospective students help spread the word about the school. It was nice to see that a school that might not need to heavily recruit still puts a lot of thought behind the message through good writing and design. The design was clean and smart – a good reflection of the quality of the education. It was obvious that the package was geared towards a particular grade level (high school juniors). The judges liked the size of the tabloid poster. However, the judges wondered if the postcards have seen measurable results or was this just used as a promo piece.

Oral Roberts University

• The overall size of the main publication in this package was unique but easy to handle. The tagline makes the package successful and engaging, a true example of the right words sending a strong message. The judges felt that approach would attract an audience that is creative or diverse and also felt the package did a good job of trying to steer away from Christian school stereotypes. The judges noted that the materials captured the uniqueness of the institution even though they were produced by an outside firm. Their only complaint was that they thought the envelope could have been used better to make a first impression and they thought it looked dated.

Saint Anselm College

• Another well-designed, well-panned set of publications. Very attractive use of photography. Consistent look and feel from piece to piece. Nice use of uncoated paper stock. Nice design concept through the use of tabs. Easy to get to the information that was of interest to the reader. The use of headline type was hard to read in a few places.