Connecticut College

  • Extraordinary box

  • Extraordinary box - insert

  • Extraordinary box - flashcard deck

  • Extraordinary box - flashcards

  • Testimonial - reaction from prospective student

  • 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 students increased 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

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