Destination: Viewbooks
Viewbooks, or prospectuses, offer a window into the world of an institution. To a prospective student, each detail—the photos, the typeface, the colors, the stories, the digital links—can reveal what makes a place special.
Creating new recruitment materials gives marketing teams an opportunity to refresh messaging and rethink strategy. The 11 teams that won 2024 Circle of Excellence Awards in the student recruitment publications category crafted new materials to engage students in novel ways. Some invested in longer, multivolume booklets; some zeroed in on smaller, more compact pieces. Some called in student artists and storytellers; others made maps or puzzles, or enhanced how print and digital content intertwine.
Here, take a tour through some of the 2024 award-winning viewbooks and prospectuses—with reflections from the winning teams and reviews from judges.
Rooted in Traditions
Elon University, North Carolina, U.S.
From the team: “Because we wanted to elicit the warm, welcoming feelings prospective students experience during a campus visit, our choice of photos, paper, and design elements were deliberate. From a front cover with plenty of white space, to the placement of iconic symbols that tell the story of Elon’s traditions, and the use of half pages to make the piece more interactive, our target audience was at the center of every decision we made. We included a foldout inside the cover revealing a two-page photo that illustrates our friendly students and our beautiful campus.”
From judges: “Great metrics and use of resources.”
Authentic Stories
Brandeis University, Waltham, Massachusetts, U.S.
From the team: “When we set out to create a new kind of undergraduate viewbook, we wanted it to communicate a true, authentic story of the Brandeis University experience. To achieve this, our team put together a two-viewbook strategy featuring the voices of 13 current students. They were interviewed, photographed, and even pulled into the design process as storytellers. … We looked at the spaces where Gen Z lives, including popular media and social media. We drew from their bright colors, fun graphics, and typographical expressions to create a ‘maximalist’ design.”
From judges: “Unique approach and a clean look.”
Lighting the Pathways
Hobart & William Smith College, Geneva, New York, U.S.
From the team: “We produced a 26-page viewbook that outlines the steps in our flagship career-preparation program Pathways and provides examples of how current students and recent graduates find success. The accessible copy, paired with inventive design and engaging photography, provides a roadmap, helping prospective students understand the range of experiences available to them at HWS. [Ultimately, the brochure] aided in a record-breaking application year.”
From judges: “This piece stands out.”
In the Bag
Marquette University, Milwaukee, Wisconsin, U.S.
From the team: “Marquette University’s three-volume viewbook set—packaged in a ‘Be the Difference’ illustrated canvas tote bag—is designed to engage prospective students and their parents. The set, in a visually bold way, tells how Marquette’s warm, connected community helps students explore their purpose and realize their potential. … [T]he new volume presentation intentionally allows for more than one person to review content simultaneously. The result is a refreshing, more readable, more inviting presentation of content that differentiates Marquette from its peer institutions.”
From judges: “Modern and fresh.”
By Students, for Students
Northern Michigan University, U.S.
From the team: “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 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. … The result is a book full of energy and personality. Interactive elements encourage and simplify academic exploration and next steps.”
From judges: “Stunning photos, great content.”
Packing Light
The University of Huddersfield, England
From the team: “We aimed to simplify the information provided to students by creating an innovative card-based prospectus and mini course booklet. The new Pocket Prospectus uses a warm and welcoming tone to give students the information they want most and directs them to content online for more details. What resulted is a bright, distinctive publication that increased engagement in the university, saved time, and will result in cost savings. The project was also an entry point to engage in more content-led digital marketing practices across the marketing mix.”
From judges: “A different approach to student recruitment. Easy to travel with and produce.”
The Official/Unofficial Guide
Whitman College, Walla Walla, Washington, U.S.
From the team: “This 84-page, perfect-bound masterpiece was crafted in house, replacing a previous agency-produced piece. Dubbed ‘Your Official Guide to Whitman College,’ the viewbook is a comprehensive resource, offering vital information for students embarking on their college search journey. But we didn’t stop there. On the flip side, we introduced the ‘Unofficial Guide,’ packed with quirky trivia, insider insights from current students, and a glimpse into Whitman’s vibrant personality. Our aim? To create a keepsake—a treasure trove of knowledge that students wouldn’t simply discard after a cursory glance. … The ‘Unofficial Guide’ was created with input from our very own students, including talented student illustrators.”
From judges: “Vibrant, with great illustrations. Sparks excitement.”
See all the award-winning viewbooks and learn about the 2025 Circle of Excellence awards, which are open now.
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Article appears in:
January - February 2025 Issue of Currents
SKY'S THE LIMIT: Dynamic marketing and communications can help institutions today reach for the stars and achieve crucial outcomes. In this issue, meet some of the 2024 Circle of Excellence winners in the field—and explore CASE’s new framework to measure the impact of this vital, increasingly sophisticated work in advancement.
