Importance of Packaging for College Recruitment Materials
College and university marketers can take a lesson from Newegg.com in how to package their recruitment and admissions materials.
Just look at the packaging on a recent item my husband received from Newegg.com:
In case you can’t read it, the package says: “May contain awesome. Take it from a geek.”
Newegg.com knows its customers—and the packaging shows it. Because of these eight words printed on the box, it creates even more excitement for the person receiving the package to open it.
How much excitement do the envelopes that enclose your recruitment marketing materials create? If your envelopes simply have your university’s logo and return address, I’m guessing not much. That level of excitement—or lack thereof—may impact the reach of your materials. We all know we’re not supposed to judge a book by its cover, but we all do.
How does your packaging show you know your audience? As shown in the Newegg.com example, a little copy, plus a little design can go a long way. It can show (rather than tell) your prospects (and/or their parents) that you understand them. And it may set your materials apart from the piles of materials they’re getting from other colleges.
Distinguishing yourself from the others via your packaging can mean the difference between your piece being tossed in a recycling bin or being opened.
Does your university use a creative packaging to deliver your materials to prospective students? Please leave a comment or tweet @DanasCreative on Twitter. I’d love to see the creative ways you’re packaging recruitment marketing materials.
About Dana’s Creative Services
Dana’s Creative Services is a writing and editing services company that helps businesses communicate better with their target audiences. Dana McCullough, owner of Dana’s Creative Services, writes and edits copy for brochures, newsletters, websites, blogs, magazines, and books. Her clients include universities, nonprofit organizations, magazine publishers, and book publishers nationwide. Dana has a bachelor’s degree in journalism and frequently writes and edits copy on higher education, genealogy/family history, health, and business topics. Twitter: @DanasCreative