Our main priority at this point, having selected a creative concept/direction, is to revise the Admissions campaign for print and electronic communication. The last significant revision of Hope literature for prospective students and parents was in summer 2006. Those pieces received minor revisions each year since then but are due for a more extensive treatment.
EM2 took the Fully Alive concept and (with our suggestions) prepared a more final version to be applied to the Admissions print and email campaigns. Here’s a look at what they came up with for us:
The most striking difference in terms of campaign strategy is that we’re communicating with prospective students 6-12 months earlier than we have in years past. They’ll begin receiving information from us at the beginning of their sophomore year.
The idea here is that by the time students are in the summer after their junior year, they’ve started to formulate the list of schools to which they’ll apply. By reaching out to them earlier, there’s a much higher chance that Hope will be on that list. The earlier a student applies to Hope, the more opportunity the Admissions staff has to work with them during their senior year and influence them to enroll.
Next steps for developing the Admissions campaign include: copy writing and revisions for print materials, HTML email creation, a video series for sophomores, and more. We plan to ship new Admissions materials to prospective students around the beginning of September.
— Submitted by Andrew Meyers, Assistant Director of Admissions