Established in 1946, Paul Smith's College is the only private college in the six-million-acre Adirondack Park. The college has a strong history of producing world-class chefs, wilderness guides, and hospitality experts. The challenge was to reach future students with a creative direct mail piece that would drive immediate action amid an extremely competitive educational environment where high school students receive hundreds of communications from colleges and universities.
We created a direct mail piece that set Paul Smith’s apart from its competitors, and spoke to the myriad of possibilities the college offers its students beyond the confines of its Adirondack campus. The postcards that our creative team designed and our content writers tailored kept things sweet and simple.
When designing a direct mail advertisement, it is important to catch a consumer’s attention quickly. Therefore, we used stunning visuals as a backdrop on four variations of oversized postcards. Each card made a bold statement about the opportunities and possibilities available to students at Paul Smith’s and encouraged the recipient not to simply apply, but to imagine their future – to look beyond the task of selecting a major and to envision themselves pursuing their lifelong professional passions.
Over the course of eight weeks, prospective students who had expressed interest in a particular academic major received only the corresponding postcard that matched their area of interest. All four cards were sent to students who were still undecided. Each postcard subtly encouraged recipients to apply through the college’s online application.