A two-year liberal arts college wanted to create a viewbook and direct mail materials to attract prospective students.

Gibbons | Peck:

• Combined visual and verbal elements targeted in a way that connected to both high school seniors and their parents.
• Spoke to a special segment of the market that was not yet interested in a four-year college. Instead they were attracted to a two-year school where they could have flexibility and the chance to grow before making a commitment to a larger university.
• Promoted the unique competitive strength of the school – various extracurricular activities, including sports and student government, in a two-year environment that offers opportunities for students to participate at a higher level as freshmen and sophomores.
• Focused on the idea of giving students two years to grow and change while deciding their future. This positioned the school to a demographic that has possibly been passed-over by larger state schools.

Result: Applications increased by nearly 100% in the first year the materials were in use.