Private, coeducational four-year liberal arts college located in New London, Connecticut.
As a popular stop on the New England college tour circuit, Connecticut College had a steady stream of prospective students visiting campus.
The problem was that other highly selective, liberal arts colleges, also on the circuit, had equal access and opportunity with the same prospect pool.
Prospects received a deluge of beautiful, award-winning letters, postcards, and view books – NONE of which are opened by phone-obsessed teenagers.
Directed market research among Connecticut College’s prospective students to quantify communications challenges, as well as to better understand perceptions of the institution and the competition.
Discovered the college’s best prospects received literally hundreds of recruiting materials from numerous institutions and noticed little difference in the information.
Determined that prospective students ignored the materials and based decisions on what they knew or had heard about a school — which was not always accurate or up-to-date.
Created an entirely new strategic college marketing concept for delivering inspirational and informative messages to prospective students to replace the standard view book: the Extraordinary Box.
Developed and designed a hands-on, boxed collection of high -energy-flash cards, and collaborated with the college to select key points of differentiation to express through the cards.
Managed production and closely monitored student response.
The 3-D package, distinct from the sea of flat envelopes sent by competitors, was opened by more prospective students than any previous mailing.
Connecticut College received a record number of applications within the first year of using the Extraordinary Box, despite a down economy and fewer financial aid resources than many of its competitors.
Applications from their targeted exceptional studentsincreased dramatically.
Student recipients said that the cards helped them better understand the school and inspired them to apply.
Client: Connecticut College, New London, Connecticut
Tags: Brand Strategy, Creative Execution, Creative Platform and Design, Print, Quantitative Market Research