Colgate University Update... The viewbook has arrived
Last week I was writing about Colgate and other universities that were breaking new ground in first response communications sent to new inquiries. These revolutionary schols were abandoning the traditional viewbook as the first response piecel. Imagine my surprise this week when along came a traditional 72-page viewbook from Colgate.
In May, the 52-page photo collection
What's special about this? First, consider the investment that Colgate has made since May. First, a 52-page "24/7" photo book to introduce life at the University with photos taken by the same student photograher that signed the cover letter. Then several postcards, including the skeleton skull that Sam Jackson hated and wrote about at his blog at http://www.samjackson.org/college
Along with the photo story book and the postcards have some four monthly email newsletters that arrive right about the start of each month.
So what we have so far is an admirable and continuing contact program that clearly sends the message that Colgate is interested. Colgate's version of The Courting Game is being played with unusual intensity.
In September, the 72-page viewbook
And then arrives the viewbook. More great photogaphy, for sure, but lots of substantive information as well, including a strong "Graduation and Beyond" section.
The viewbook's existence doesn't change any of the comments in last week's posting. Colgate is not using it as a first response piece. In this case, it is being sent to a person who made an initial inqiury in May of the sophomore year and is now starting the junior year. I haven't asked Sam Jackson what he thinks about the Colgate program. Since Sam doesn't list Colgate as one of the places he's thinking about applying to, he isn't in the target audience.
What's the target audience? Anyone with a genuine initial interest in Colgate. I'll be amazed if Colgate's visit and application yield from that group isn't higher than rivals who are not making a similar effort that starts as soon as the inquiry is received. And that should pay dividends for a university that's already in a very strong recruitment position.
Now, I'm looking forward to more monthly emails as th recruitment season unfolds.
TargetX and the Recruitment Revolution
The Colgate effort is featured in my new presentation on the evolution of print publications done for the TargetX "Recruitment Revolution" workshop that's now less than two weeks away. For details about the other sessions offered that day, visit http://www.targetx.com/workshops/index.html Still time to register and join us in Philadelphia.