To introduce a new admissions marketing theme, "Find your Flame," our team developed a few different concepts and sample pages that were pulling in different directions. It seemed like the perfect time to shift the focus from what we--the marketing and admissions team at Northern Michigan University--wanted to say to a what our students were actually saying. The result is a student-written viewbook, totally focused on the student experience, honestly and inclusively. We reached out to multiple student organizations and invited them to participate in a questionnaire and photo shoots. We also tapped into our existing student blog and social media. Students and alumni enthusiastically shared their stories. The result is a book full of energy, personality, real feelings, and proud achievements. The playful graphic touches and friendly, handwriting-type fonts (the cover lettering is actually handwritten by a student in our marketing office) add to the custom feel. A gathering of social media highlights in the center foldout also drives prospects to our channels. Interactive elements encourage and simplify academic exploration and next steps. Anecdotally, the viewbooks were a huge hit at college fairs and high school visits, and students really appreciated that all of the information they needed was in one, large book and not multiple pieces (or just a simple brochure). Statistically, (although this was our first year using the Common App), first-year freshmen applications increased 79% from the previous year, and admits of the group increased by 121% (as of 3/6/24).
From the Judges
Stunning photos, great content, and kudos for the student writing throughout the piece. Kudos for the use of QR codes and for leveraging student enthusiasm and engagement throughout the piece.
