McPherson College
Imagine enrolling in a college with an entire team dedicated to YOUR dream. That's the promise McPherson College makes: A college where you can find your future *and* your people.
That's also the direction my creative team and I leaned into as we developed McPherson's enrollment campaign. We knew we'd be connecting directly with prospective students and their families via postcards and emails. So we wanted to stand out with a visual representation and clear, aspirational messaging about the possibility to dream big at McPherson.
An Inbox of Possibilities
For this campaign, we were sending emails to sophomores, juniors, seniors, and parents of prospective students. While keeping within the same "Dream Team" theme, we varied the messaging to speak directly to each audience.
We focused on their specific pain points and concerns, where they were in their college search journey, and the many ways McPherson could help alleviate these concerns as they took the next step toward their future.
A Direct (Mail) Approach
For the second round of mailers, we took a more direct approach. As in, putting APPLY in bold, McPherson-red letters across the very front, with a QR code leading directly to the application page. We were sending these gentle reminders to juniors in high school, so time was of the essence. We wanted to cut through the noise as much as possible and get students to take action.
