Page 171 - Visual Marketing
P. 171
A makelike writer attended personalized insight into what • The brochure went out as a
class with the students, and the school is really like. mailer to key constituents, is
an illustrator mapped out the hosted as a flipbook on the
landscape by hand. Then, as This pamphlet turns the tradi- school’s website, and became a
makelike designer Mary Kysar tional private school brochure poster tacked to classroom walls
explains, they created a three- on its ear by making it fun and and students’ bedrooms.
color publication that may be engaging to read. “In the end,
read as a traditional eight- the piece is a true reflection of the • Children and adults alike enjoy
page brochure or unfolded and innovative and infectious spirit of looking at the map and finding
viewed as a large poster. the school,” says Kysar. “Learning their corners of the campus and
about the school by mirroring the reading the words attached.
Why It Works student experience allowed us to
make a piece that spoke to them
The pamphlet plays on the in their own voice.”
rumors about the school (“Catlin
Gabel is not . . .”) and highlights Success Metrics Takeaway Tip
its progressive perspective. It
provides a surprising amount • The brochure became an effec- Reputation isn’t permanent. A solid market-
of information on the school’s tive tool for admissions to raise ing piece can help shift perception away from
teaching philosophy, as well as a interest in potential students. rumor and toward the truth.
childlike illustration that provides
PO WER TO THE PR I N T I TE M ! 150