Huntington College

Huntington College is a small liberal arts college with a Christian tradition located in Indiana. They wanted to not just increase enrollment but to attract a unique type of student to enrich their student body. The variable print program did this through integrating personal knowledge about a student’s dreams and aspirations into a personalized recruitment brochure.

In the past, they mailed generic one-way communications. The idea was to design a web-to-print system which would allow each student who found the college on the web to generate a personalized brochure. The piece was both a PDF file for immediate viewing and a printed version mailed to the student’s home in a few days after the web “touch point.” Copy varied based on intended major and profiles of successful alumni in the potential student’s field. Plus, a personalized note featured the student’s admission counselor.

The brochure’s original intent was to supplement traditional mailings. However, it was so successful it became the marketing centerpiece of their recruitment efforts. 4.5% of the students who inquired on the web enrolled. This was much higher rate than traditional non-variable mailed recruitment mailings.

Source: PODi