Did you know that college recruiters combine print with persuasive stories to mesmerize prospective students? I volunteer in the college center at the local high school. At this time of year, college recruiters and admissions officers visit the center. They meet with groups of students and do their best to be memorable.
Print is their main selling tool:
- Fact-filled catalogs for the bookshelf
- Posters for the walls
- Brochures for the racks
- Photo-filled booklets for the students
- Branded surveys and sign-in sheets
- Forms, info sheets, and marketing materials for the high school counselors.
Thousands — and often hundred of thousands — of dollars are riding on the impressions that these recruiters make. Nobody is spouting off web addresses during these presentations. It’s all print.
Colorful, classy, clever, compelling print.
In fact, when students inevitably ask about campus life, the recruiters keep the focus tight. No mention of photos, Instagram or other social media. No pointing to videos on TikTok or YouTube. Nope. No digital distractions.
Instead, each recruiter tells a captivating story.
The Columbia University recruiter tells about how, in winter, the trees on campus are wrapped with little white lights. Before the holidays, he explains, there’s a huge bonfire that brings everyone together, with hot cocoa all around. He paints a mesmerizing mental picture. Then he hands around beautiful perfect bound soft cover books filled with campus photos.
As he finished his story, one of the volunteers sighs. “It IS beautiful there in wintertime. They leave those twinkle lights up all winter.” She flips through the pages of the book. “It’s really magical,” she says wistfully.
Does she mean the lights or the book? Are the lights, the story and the print merging into something printastic?
The college admissions officer ends the presentation by passing out thick stacks of business cards. For 25 kids, he produces at least a hundred luscious cards, complete with every possible way to contact him, including text and personal cell numbers. “Take a few,” he urges. “Take one for your parents.”
The kids head back to class, clutching their piles of print.
I’ve known these teens since they were in first grade. Soon, they’ll be heading to college. The decisions they’re making are, in some part, based on paper, ink, and powerful impressions.
Is there any doubt that print is a powerful selling tool?
Print IS magic.
Read more from Sandy here.
Sandy Hubbard is a Marketing Strategist and Advisor for print and media companies — and thought leaders in those industries — that want to grow or be powerfully positioned in their market. Sandy is also host of the weekly #PrintChat held on LinkedIn with a new topic for discussion every Wednesday. Connect with Sandy on LinkedIn!
Photo credit: Columbia University http://www.columbia.edu/
4 Responses
And then there’s direct mail. My son took the PSATs earlier this year, and ever since his scores were tallied he has received an average of more than one mail piece per day from colleges. Almost all are high-end pieces, with attractive photos and sometimes with clever use of digital printing. And, trust me, he’s far more likely to look at these mailings than he is the emails from colleges that clutter his In box — and mostly his Spam box.
I agree, Mark. Colleges have the chance to make a real impression on young people with printed communications. Some do it well, and some really miss the mark for the money spent. Printers need to get in front of these print buyers in the college recruitment departments and help them design printed pieces for today’s college bound students. –sandy
Wonderful story, Sandy. Digital images last as long as they are displayed on a screen. Once they are gone, they are rarely revisited. “clutching their piles of print.”….The printed images, and accompanying text, will be looked at time and again.
Why would anyone cut corners to save a few dollars when a sale worth many thousands is on the line?
That is a great point, Marc – print is easily revisited. Thank you for your comment!