2012 aiga minnesota Design Show

Asked to create a system and mailer for the 2012 McNally Smith College of Music’s annual Summer Workshops. There is a massive direct mail portion to this project that involves both potential students and teacher/band/choir directors, therefore the intended audience is quite open. While keeping with MSCM’s focus on academic yet modern aesthetic an all-inclusive self mailable brochure was created. Keeping with the 2-color traditions of years past, another scheme was developed and experiential images were selected amongst documented instruments, equipment and alluring gear. Within the mailer information for both sets of major workshops, posters for classrooms, information on continuing education, stickers for students and a remittence style application. This was all housed within a branded envelope that showcased the information clearly for any un-intended audience to view.

Thus far the reception of intended audience is much higher than last year, Workshops have already eclipsed the previous enrollment mark as well with plenty of registration time left — also more continuing education enrollment with more reception from local high schools and community members.

Delivery of Work

All-in-one/All-inclusive mailer, overall cost was less than a quarter to create and with postage brought each "lead" out to $.45. The piece not only helps build a strong Workshops presence, but also offers great opportunity to bring new potential students on campus and expand the gamut for community awareness and overall brand. We paired this mailer with a very slight and small social networking campaign as well, pairing overall aesthetic and housing critical information/forms online.

The Results

Extremely successful, the proof is in the numbers thus far with plenty of time left to register. Workshops are a crucial part of education the youth, community and gives the opportunity for possible expansion and enrollment.