Considering that the idea of going to college no longer draw the same starry-eyed passion, enthusiasm and the pedantry of decades past, more and more institutions are having to put themselves out there to attract students. Speaking of students, college in the present conjures scenes of a mountain of debt for almost every student, even those who have secured scholarships.
The world of higher education is changing into a completely new breed as its constantly changing form has affected student opinions around the country and even international students who come all the way from the other side of the world to fulfill the famed “American Dream.” But colleges and universities have to be careful of how they engage with students. Fortunately, you can still market your institution via traditional means such as brochures which could be effective in convincing students to enroll if it has the following elements:
1. Cover: For any brochure that wants to get a second glance, whether it’s marketing a business or a school, a cover design should be good enough to catch the eye of a potential client or in the case of higher education, students and probably their parents. A cover that stands out is made up further of three things—a great image, the university or school’s logo and a phrase that hooks the reader to know more. For college brochures, that phrase could easily be the institution’s mission and vision, or if that’s too long, the school’s statement. The most effective phrases are in large type, usually fewer than ten words, and placed at the top of the brochure.
2. Text: The cover design might make people ant take a further look, but the text, phrase, or headline is the potential student’s invitation to pick up the brochure and read it in full. There are two ways to spark the reader’s curiosity and attention to be interested enough to look further. One is to ask a question at the front page and answer it within the brochure. Another one is to start with a catchy phrase on the cover and which leads the student to its continuation inside the brochure.
3. Call To Action: ‘Tis the season for college fairs and college applications across the country. No matter an institution’s well-earned hundreds-old reputation of learning standards, it still needs to attract students because college is slowly becoming just an option and not a must for those who will soon finish high school. Make them want to know more or pick up the phone, visit the website or visit the school’s guidance office for more information on college admission requirements, which would be the main goal.
As colleges and universities around the world face the challenge of funding cuts and increasingly competitive student recruitment “market,” they are developing ways that they hope could be just as creative and competitive to attract students and boost their brand value. Not many people are aware that higher educational brochures aren’t made to be the same since a lot of them look just like any other at first glance. Follow these steps to make sure you end up with a unique and effective brochure design:
1. Know your audience: Whether you’re trying to engage potential high school or college students or want their parents to take notice, identifying your audience should be a big factor when coming up with a design. For instance, Ivy League schools may have a different market to enter compared to state colleges and local universities. While they can offer loosely the same program and curriculum, educational institutions differ if you look at key demographics which should be included in your brochure’s content and design.
2. Define your brand: Knowing the legacy and what your school is about, is as important as knowing your audience. The concept of your design should, therefore, reflect the school’s values, mission, and vision, as well as its legacy. From the text to the colors, the cop and the overall layout to the stocks you use should present and reproduce the brand you want to communicate. Any educational brochure that lacks the necessary elements for branding will come across as clashing and ineffective no matter how informative it is.
3. Produce a compelling content: You care more about your institution rather than your prospect students do and they aren’t interested in a detailed history of your school although you should encourage they might have been told or read about part of it. Students want to know how you can help them with their education, learn, prepare them for the world outside and help them reach their dreams. Focus your content on the problems and challenges your students face and how you solve them better than the competing colleges.
Educational brochures can greatly affect how students looking for schools to enroll in, view the institution and its brand. Get your school noticed through a compelling brochure with these tips:
1. The 5 W’s and one H: The reader needs to understand the content of the brochure in full. This means your brochure should follow the rule of headline-writing, answering the five W’s and one H (Who, What, When, Where, How?).
2. Keep it clear and straightforward: It’s obvious that brochures would have more space than a flyer but that doesn’t warrant having an academic jargon-ridden content in wordy paragraphs. Organize the flow of your copy well and make sure that any student reading it would be able to understand what is written and not scratch their heads in confusion or consult Google. You can impress them without intimidating or scaring them away.
These are the most common types of brochures used by Higher Educational Institutions:
Depending on the type or format, a brochure can follow any size, although the following are the most common:
(Opened or flat) 8.5″ x 11″, or a normal letter format
Other popular sizes are 8.5″ x 14″, 11″ x 17″and 11″ x 25.5″
At the end of the day, this article only serves as your guide for creating what could be your first brochure design if you haven’t tried using brochures yet in marketing your school. You can follow the steps and tips we have compiled for you and also use the templates we have attached in the article and customize them as necessary but make sure you know the audience at the back of your hand and know what they’re looking for.
A brochure by definition, is one sheet of paper that comes in a foldable format or divided into sections, used by marketers to highlight a product, company, or service. They are one of the most popular and effective tools used by organizations to communicate their message or brand to a wide audience.
Others may think that a brochure has lost its relevance as a marketing tool in light of our access to the digital ways of marketing. But that’s far from the truth. A professionally designed brochure can be an important lead-nurturing marketing strategy which could also be a game changer in the academic community as institutions try to get more students into the safety and challenging walls of learning and overall academic experience.