Why You Should be Planning for “You’re In!”
If your accepted student package is a standard 9” x 12” pocket folder with 10 laser-printed inserts, and you’re worried about meeting enrollment goals, read on.
This is your last chance to move an applicant to an enrolled student, so make it a priority—in your budget and communications flow.
Make An Impact.
It’s not just about adding more “swag” to your package or making sure your acceptance video ends with your tagline. Think quality over quantity. Consider the tone, design, editorial, format and call-to-action of this piece—it is arguably as important as your viewbook. Then, consider your digital and print sequence and ensure each one connects, and, most importantly, makes your applicants feel special.
Let Them Know How You Feel.
Don’t underestimate the power of a personalized message. For some institutions, this is an unrealistic strategy. However, if “personal connections” and “one-on-one time with faculty” were core messages in your admissions materials, your acceptance communications should bring those messages to life. It could be a short handwritten note, an email from a faculty member or a text from a student. Take the time to do this not because it’s “different” from everyone else; do it because every student wants to be wanted.
Be Simple And Clear.
What is the one thing you want your applicants to do next? Post on social media? Make a deposit? Register for a revisit date? The more calls-to-action in an advertisement, the less effective it becomes—and your acceptance email and mailing are no exception. Decide what you want students to do first. Then, make it very clear for them to see what steps come next.
Stay On Brand.
The messages that attracted your applicants are the same messages that will drive them to enroll. Don’t stray too far, but don’t say the same thing over and over again. Strengthen your brand value with a message that excites and re-engages your audience. This goes beyond editorial. Whatever you decide to include in your acceptance communications should resonate with the personality of your institution.
You’ve been telling your story to prospective students for months. When you finally tell them, “You’re In!” make sure they want your institution to be part of their story!
Written by Emily Hajjar, Brand Strategist and Art Director at Creosote Affects
Creosote conducts research, develops strategy and produces award-winning creative for institutions of all types and sizes.