In the competitive world of K-12 independent schools and small colleges, recruitment is vital to sustaining a thriving student body. While digital marketing and social media are essential tools, well-crafted print collateral materials remain indispensable for making lasting impressions and building meaningful connections with prospective families. These tangible pieces of marketing tell your school’s story and highlight what makes your institution unique. Let’s explore the types of collateral materials and their vital role in your recruitment strategy.
Brochures: The Invitation to Explore
Brochures are a classic introduction to your school. Used during open days, tours, and special events, they provide prospective families with key information about your academic offerings, extracurricular activities, and school culture. A well-designed brochure serves as a tangible reminder of their visit, encouraging further engagement and inquiry.
Flyers: Information at a Glance
Flyers are ideal for conveying concise, time-sensitive information. Whether about upcoming events, admission deadlines, or unique programs, flyers offer an easy-to-read format for sharing important details. They are perfect for handouts during school fairs or recruitment events.
Viewbooks: The Heart of Recruitment
A viewbook is a comprehensive marketing tool designed to promote your school’s values, academic excellence, and student life. Offering an in-depth look at what makes your institution special, the viewbook guides prospective families through the decision-making process, leaving a lasting impression of your school’s unique identity.
Annual Reports: Showcasing Achievements
Annual reports go beyond financial data. They celebrate your school’s accomplishments, whether academic, extracurricular, or community-driven. Highlighting successes and milestones throughout the year reinforces your school’s reputation and stability—an important consideration for prospective families.
School Folders, Stationery & Business Cards: Professionalism Matters
Custom school folders, stationery, and business cards may seem small, but they create a polished, professional brand experience. Providing these materials during school visits or meetings reinforces your school’s commitment to excellence and leaves a positive impression that prospective families are likely to remember.
Graduation Programs: Honoring Achievements
Graduation programs offer a tangible record of your school’s accomplishments over the academic year. They can also be a useful marketing tool, celebrating your students' achievements and the values your institution upholds. Sharing these programs with prospective families offers a glimpse into your school’s legacy and commitment to student success.
School Magazine: Telling Your Story
A regularly published magazine provides an opportunity to connect with current families, alumni, and prospective students. It blends storytelling with highlights of academic achievements, student life, and school culture, showcasing your institution’s unique identity and values in a more personal, engaging format. Read this entry about our client's inaugural issue of their reimagined school magazine.
5 Reasons Why Collateral Materials Still Matter for Recruiting
- 1. Building Emotional Connections
Tangible print materials help prospective families form an emotional connection to your school. Physical materials provide something they can touch, hold, and revisit, making the experience more memorable and lasting. Families are more likely to engage with a school that makes a strong emotional impact.
- 2. Standing Out in a Digital World
While digital marketing is essential, print collateral provides a break from the virtual noise. In a world of emails, social media posts, and online ads, printed materials stand out. A brochure or viewbook won’t get lost in an inbox or buried on a social feed—it remains a tangible reminder that prospective families can revisit at their leisure.
- 3. Building Trust and Professionalism
High-quality collateral materials reflect your school’s commitment to excellence. When families see that you’ve invested in thoughtful, well-designed materials that follow your school’s brand standards, they perceive your school as professional, organized, and dedicated to providing a top-notch educational experience. The quality of the paper, the attention to detail in photography, and the overall design convey that your school is serious about providing the very best for its students. This care in design builds trust and confidence in your school’s ability to deliver on its promises.
- 4. Highlighting Your School’s Unique Value
Each piece of collateral—whether it’s a viewbook, flyer, or brochure—gives you the opportunity to showcase what makes your school special. From academic achievements to extracurricular offerings, you can communicate the values that set your institution apart. These materials help define your school’s brand and communicate its unique identity to prospective families.
- 5. Creating Lasting Impressions
Collateral materials are designed to last. Unlike fleeting digital ads, printed materials are physical reminders that stay with families long after they leave a recruitment event. Whether it’s a brochure sitting on a coffee table or a graduation program displayed proudly, these materials reinforce your school’s message and keep it top-of-mind as families move through the decision-making process.
While digital marketing plays an important role in school recruitment, the value of print collateral materials is undeniable. These materials are powerful tools for creating lasting emotional connections with prospective families, showcasing your school’s strengths, and leaving a professional, memorable impression.
Whether through a beautifully designed viewbook or a carefully crafted flyer, collateral materials play a crucial role in building relationships that lead to successful enrollments. By investing in high-quality materials with thoughtful design that follows your school’s brand and paying attention to the quality of paper and photography, you’ll ensure your school stands out and leaves a lasting impact.