Designing Eyes

Many of our independent school clients are looking for targeted print pieces that deliver maximum impact. This trend is driven by several considerations: the need for cost-effective publications that reach a wide cross-section of potential applicants; an interest in sending a big message in a small package through tight copy and visuals; and enrollment goals that require increasingly sophisticated marketing to prospective students.

For The Webb School, CEH Design addressed these considerations with a four-panel card to publicize the visit days, personalized visits, and virtual tours hosted by the Admissions Office. This highly technical and result-driven piece gave The Webb School over 7000 custom variations with just 37 interest photos. With the additional variable components, the numbers go up exponentially. This gave Webb the opportunity to truly target each prospective student.

Using variable data, CEH Design designed this invitation that could be personalized in multiple ways.  In addition to addressing each recipient by (1) name on the cover, variable data allows for targeted headlines, (2) copy, and (3) photographs, chosen to reflect the recipient’s grade level, interest in a boarding or day program, extracurricular and sports interests, and town and state of origin. (4) Quotes from current students are selected to match the recipient with someone from their area. With this bright, engaging piece that takes a bold approach to the use of variable data, The Webb School has seen the largest response ever in sign-ups for their visit days.