Why
Market the University to parents of prospective students in a fresh, agile way conducive to busy lives and a crowded marketplace.
how
Traditionally, this piece of communication was a 12-page booklet and letter mailed to homes of prospective students. Converting that letter to an email and the printed book to a responsive microsite ensured greater flexibility and agility to reduce lead times and get the University's message into the hands of parent while eliminating the costs associated with printing—and repinting—to keep data accurate and the message fresh.
outcome
One of the university's first forays into responsive web design, this project was met with much praise from the client in admission and my boss, the president of marketing at Roosevelt. Students and parents interviewed in focus groups conducted after enrolling gave high marks for the innovative approach.