From the Nominator
"Acceptance into USC Annenberg is a major achievement. How we choose to welcome newly admitted students determines if they see a future for themselves at Annenberg.
Previously, Annenberg’s conversion marketing efforts consisted of print materials mailed to admitted students encouraging enrollment. During spring 2021, after a year of COVID-19 putting school behind screens and limiting resources to produce print projects, USC Annenberg’s communication and marketing office saw an opportunity to reimagine the conversion process to reflect the world admitted students now live in and the educational experience they would now receive.
With students in mind, we started over, creating a digital-first conversion experience. The admit’s journey begins with a unique yet minimal print piece, serviceable for a remote team. This visually distinctive signed note of congratulations ultimately drives the student to a newly-created microsite containing rich content formerly in printed publications. This microsite does what print alone cannot: It links to immersive experiences, such as virtual tours, event sizzle reels, and student work. Built outside the confines of our CMS, the microsite uses customized design, flexible enough to mirror the digital, in-person, or hybrid realities of higher education in a post-COVID world.
Instead of using dated, pre-COVID photos that would alienate students, we created original illustrations reflecting the spirit of our programs. Highlighted throughout the page, including a call-to-action at the bottom, opportunities to certify enrollment and join the community are dynamically displayed on screen."
From the Judges
This site is a great example of a school understanding its market: prospective students and parents. Not only is it welcoming and vibrant, but it is professional with consistent branding and clear calls to action. The virtual tour was outstanding!