Modern enrollment success relies on a mix of factors that are both in and out of our control. Institutional reputation, geographic proximity and cost to career are just a few of the powerful forces that shape a student’s post-secondary decision.
Even with all of these factors, marketing still has a strong sphere of influence. We can control the quality of the creative, the resonance of the message and the strength of the media mix to ensure visibility. We can craft intelligent messaging that resonates. We can build compelling, customized websites. We can produce powerful video and we can execute an omni-channel plan that blends both digital reach and visibility.
There’s one channel in the mix that can often become an afterthought – print. Anyone who has had a high school student is familiar with the daily avalanche of college mail that can fill up the mailbox, often starting as early as sophomore year.
It can be easy to dismiss this as noise. But, according to my 20-year-old daughter Alex, it all comes down to the quality and the delivery of the message. In her words, “…it depended on if I had prior interest in the school and also how specialized the package was to me that piqued my interest.”
Her observation cuts to the heart of how print stands out. Digital is essential, but it is crowded. Students are surrounded by screens and competing content to the point that even the smartest digital campaign can be scrolled past and forgotten. Print, on the other hand, creates a moment of pause. If done well, it becomes a tangible reminder that a school sees you, and it might even provide a moment of reflection for how you will become a part of that community.
When used strategically, print can be a breakthrough marketing component. A well-timed and highly personalized piece of print delivers one thing that digital can’t provide: presence. It is tangible, and it signals intentionality. For students who are already leaning in, the moment of connection can be the nudge that transforms curiosity into commitment.
It’s neuroscience – physical materials activate different parts of the brain that enhance both recall and emotional connection. When combined with digital signals, print can deepen engagement and reinforce brand identity at a critical decision-making point. In this way, print extends your message from awareness into an experience.
This is why customized print campaigns are finding their way back into the mix for enrollment marketers. They don’t replace digital, but they certainly elevate it by providing a tactile bridge between interest and action. For colleges willing to invest in precise customization, print can make the message feel real in a way that pixels can’t.
At AccessU, we know that the most effective enrollment strategies are about understanding student behavior in order to meet them at the right time, with the right message through the right medium. When done well, print doesn’t just land in the mailbox; it lands in the mind.