Colgate University update... a Multicultural "viewbook"
No doubt about it, Colgate University continues to invest heavily in print publications in the student recruitment cycle.
So far, 3 "viewbooks" in the recruitment cycle
The latest example was waiting for me when I returned from two weeks of pretty continuous travel, so let's set the arrival date as early to mid-November. This third major publication sent is a 32-page full color "viewbook" on "Multicultural Life" at the university. I'm using the "viewbook" term here because it approximates in size the viewbooks used my many other colleges and is far more extensive than the usual "multicultural" brochure I've seen.
Also note that this was sent to someone who did not identify himself as a "multicultural" student, just a white kid from the Midwest. And the cover letter appears to recognize that, speaking to the advantages of "diversity" at Colgate in a way that will appeal to many Millennials looking for a college that reflects a significant mix of ethnicities.
Five topics are highlighted:
- Community
- Challenge
- Involvement
- Self-discovery
- Achievement
No integration with website content
One thing about this piece struck me as strange: I didn't see a single URL in the book until the general Colgate addrsss at the end. So this one won't serve as an example of integrating print and Internet content. A website search for "multicultural" and "multicultural life" brought up references to speakers and student activity events but doesn't lead to a website content section that speaks to the same subjects as this print piece.
On another note, the monthly email newsletters that started in May continue to arrive promptly. And the postcard series continues to unfold. All in all, Colgate is maintaining a "constant contact" system that keeps the university visible without seeming intrusive.