The Common App has dramatically increased the number of applications over the past several years, and universities must distinguish themselves to attract students. With small class sizes and a mission centered on the intellectual, moral, and spiritual development of its students, Xavier University differentiates itself from its competitors by offering a rigorous college experience centered around a student’s unique gifts and interests. This theme is emphasized throughout admissions materials, such as videos and emails, and in discussions with counselors and on campus tours for prospective students. In 2023, Xavier’s marketing and admissions offices refreshed its “Welcome to Xavier” admissions campaign to align with the university’s new brand and to highlight the institution’s key differentiating factors for students as they move through the admissions process. The comprehensive recruitment campaign includes three notable, visually distinctive features: an admissions packet that leverages student data to create a personalized welcome packet, a personalized poster containing a quote from the student’s college essay, and a university flag that students receive upon depositing. Through the “Welcome to Xavier” admissions campaign, Xavier successfully provided students with unique, personalized materials that celebrate the university’s key differentiating factors.
From the Judges
We absolutely loved the personalization of the campaign. They nailed it, from a student experience standpoint, and made admitted students really feel welcomed. Nice use of textures and graphic elements, while maintaining a professional feel.
