This summer we completed a new set of admissions materials for SUNY Oneonta. After 15 years partnering with the college, we had a good understanding of the school, but to refresh our insights into why students continue to choose Oneonta, Senior Writing Associate Mike Butler conducted a series of focus groups to help shape the new materials. The focus groups included a review of admissions publications from various institutions (some designed by KWD, some designed by others) to get a good sense of what appeals to the Oneonta student audience. The new suite of materials were developed using the students' responses. The pieces are colorful, eye-catching, and energetic, featuring strong photos and short, supporting text. They present student profiles and alumni success stories along with key facts about the school, allowing prospective students a glimpse of the Oneonta experience.