Creating Print Content
Define your audience
i.e. college bound students
Define their information gathering needs
* majors, social life, financial aid...
Match print materials in look/style to the website
Print should supplement what is online
Print is expensive. What is the most valuable thing for the student to know in their decision making process
Let students know what the next 4-5 years look like
Tone & Voice should be conversational. Avoid institutional speak/jargon
Build belief in the brand/message
Be real
Clear, concise 'what do you want them to do next'
'what should they do next'
Share profiles not just the top but the interesting
Students & Parents are different audiences especially where images/photographs are concerned.
Students like
hand on
drone shots
study groups
residence halls
Students do not like
fake lecture
stylized
too many shiny happy people
over representing diversity if it does not exist in the population
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