Sometimes it’s better to have three good points to make than ten, even if they’ll all persuasive. And one of those situations is in educational marketing, where a balanced, complete, and well-rounded story can actually end up sounding generic.
During well over a decade of collaboration, Kelsh Wilson and Holy Ghost Prep have worked together to craft a presentation that is narrowly focused, highly visual, and brief. In place of a viewbook, we developed “viewcards,” digitally printed photo post cards, each with a small dose of copy on the back. A search piece and school fair piece—both folding brochures—round out the package. All the materials hit and re-hit the same key themes: about the value of a Ghost education, about the values behind a Ghost education, and about the remarkable spirit uniting the school community.
Actually, the package includes one other key component, a tip sheet for parents, outlining in a few phrases the main points members of the community should make in talking up their school. The piece has been well received and is evidence of the greater attention many schools are focusing on word-of-mouth as a key tool in their outreach efforts.