Page 171 - Visual Marketing

A makelike writer attended
class with the students, and
an illustrator mapped out the
landscape by hand. Then, as
makelike designer Mary Kysar
explains, they created a three-
color publication that may be
read as a traditional eight-
page brochure or unfolded and
viewed as a large poster.
Why It Works
The pamphlet plays on the
rumors about the school (“Catlin
Gabel is not . . .”) and highlights
its progressive perspective. It
provides a surprising amount
of information on the school’s
teaching philosophy, as well as a
childlike illustration that provides
personalized insight into what • The brochure went out as a
the school is really like. mailer to key constituents, is
hosted as a flipbook on the
This pamphlet turns the tradi- school’s website, and became a
tional private school brochure poster tacked to classroom walls
on its ear by making it fun and and students’ bedrooms.
engaging to read. “In the end,
the piece is a true reflection of the • Children and adults alike enjoy
innovative and infectious spirit of looking at the map and finding
the school,” says Kysar. “Learning their corners of the campus and
about the school by mirroring the reading the words attached.
student experience allowed us to
make a piece that spoke to them
in their own voice.”
Success Metrics Takeaway Tip
• The brochure became an effec- Reputation isn’t permanent. A solid market-
tive tool for admissions to raise ing piece can help shift perception away from
interest in potential students. rumor and toward the truth.
PO WER TO THE PR I N T I TE M ! 150