Fulfillment brochures make a special connection with prospects

The Opportunity

Attracting the best applicants to higher education institutions has long been a challenge for recruiters. One way colleges and universities are effectively reaching out to prospects is through personalized fulfillment brochures.

The recruitment task is not likely to get any easier, considering full-time enrollment is projected to increase at a rate of just one percent annually over the next decade.

While applications always exceed admissions at the elite schools, college administrators elsewhere face a continual battle in competing for and attracting the best students.

Getting noticed is everything.

To gain a competitive advantage in their recruitment efforts, higher education institutions are using a number of creative new ways to court prospective students. These include special financial aid packages, tuition discounts, party or reception invitations, and premium items featuring the school’s name and logo, e.g., sports gear.

The goal is to make an emotional connection, to trigger a sense of belonging on the part of the prospect. A successful recruitment effort will cause prospects to see themselves on campus.

The Errington Group Advantage

Personalized fulfillment brochures feature variable content and images specifically tailored to a prospect’s individual profile and interests. Relevant combinations of graphics, text and offers will increase response rates by as much as 1,500 percent!*

The final document contains text relevant to all students, as well as information customized to the specific recipient.

The more “touch points,” the higher the impact.

Providing text and graphics relevant to the prospective applicant creates personal “touch points” that allow the brochure to connect with the reader more effectively. This directly translates into higher returns.

Using full-colour photos related to the reader’s interest makes the brochure more engaging and compelling. For example, if the prospect lists swimming as an interest, the brochure might feature an eye-catching color image of a swimmer, as well as information about the school’s intercollegiate swim team or intramural program.

The Errington Group portfolio of solutions and services can help your college and university create full-colour customized and personalized materials that get results.

High-quality letters can be huge source of savings.

The Opportunity

Rising costs in the academic world have college and university administrators looking for potential cost cutting and savings. One area deserving special scrutiny is correspondence— the hundreds of letters that go out from every department every day.

Such letters often vary in layout and production methods, with many being printed on local desktops. Inconsistencies, both in printing methods and materials, can contribute to inefficiencies. Either way, postal savings are not being realized.

A positive impression is important.

While the letter’s content is the focal point, its appearance and production quality are also important. Ultimately, every letter sent out, regardless of its purpose, represents the entire institution. For this reason, letters present the college or university with a valuable opportunity to strengthen its own brand and image.

The more polished and professional the letter’s appearance, the greater the likelihood of a positive reception. Since these letters are often sent to managerial or executive level professionals, a high-quality finish is even more essential.

The Errington Group Advantage

The Errington Group's web-based solution provides efficient workflow for the college, consistent appearance of letters across all departments, the use of consistent and approved substrates, and significant postal savings.

The Errington Group's web-based solution provides efficient workflow for the college, consistent appearance of letters across all departments, the use of consistent and approved substrates, and significant postal savings.

The entire mail run for the day is postal-sorted prior to printing, saving as much as nine cents per envelope. Each letter printed includes the appropriate department letterhead on plain letter stock.

Versioning makes letters more effective versus generic letterhead.

In this way, the school can use customized letterhead for each individual college. This versioning results in a document with more relevance and impact than one created simply using the school’s generic logo and letterhead.

By integrating a full-color photo of the college or other related image, the letter stands a significantly better chance of being noticed and receiving a response.

The Errington Group's solutions simplify production and delivery of a better product, more efficiently and at a lower cost.