"We created a direct mail brochure to enable prospective students to get an insider taste of campus life--albeit remotely since campus visits had been restricted due to COVID. Because students were no longer able to visit campus in person, we imagined how we might replicate the “campus tour,” which is usually conducted by current students.
We created a piece that allowed recipients to hear directly from current students what makes Carleton special to them. They still get a first-person narrative that shines a spotlight on what life at Carleton is really like. By doing this piece in print, we could incorporate a variety of student voices, in many ways enhancing the campus tour, which is usually led by only one Carleton student. We know the Gen Z audience values authenticity, and so this firsthand account of campus, Northfield, and the Twin Cities felt important, and akin to the type of insights they'd get by casual conversations with students on a campus visit. We talked with current students about things that were most helpful on their in-person visits and tried to fill those holes on this piece, (e.g., "is there enough to do in Northfield?", "what does a dorm room actually look like?", "where do students go to study?")."
From the Judges
This was a well-written entry that covered all of the requirements to determine effectiveness. Modern, on trend, illustration probably made this piece stand out amongst competitors. Really love the voice and cleverness used to help prospective students and families feel like they can get a sense of place.
