The main viewbook was delivered directly through the mail and handed out at college fairs. Other direct mail pieces targeted prospect high school students along various stages of their decision-making path. A website was also designed to introduce the new campaign.
The University of Minnesota Morris hired Tilka Design to create a new Admissions campaign. Morris is one of 5 campuses within the University of Minnesota, located in a rural western prairie town—population 5,277. The University of Minnesota Morris competes with the very urban and active Twin Cities campus, as well as various private (and expensive) liberal arts colleges.
Morris conducted and provided research that guided our focus for the new campaign: Morris provides excellent academics and life-long value. Morris also wanted to keep their tagline— “A renewable, sustainable education” which supports their research of communicating the value of life-long learning. Client discussions also expressed a desire to emphasize the value of a University of Minnesota degree.
Ok, so these are all great messages for a parent, but we knew we also had a 17-year-old high school audience that needed to feel the vibe and benefits of a college in rural Minnesota. Our approach to the materials was authenticity and truth. We went directly to the students and faculty to express just what makes Morris, Morris. Our campus visits gained insight from faculty and students revealing their quirky characteristics and camaraderie. And to alums, Morris is a best kept secret. These campus visits led to copy direction and design ideas. Video, photography, and minimal headlines communicated the many individual personalities and the close-knit campus community experience at this liberal arts campus.
The oversized viewbook, rich with University of Minnesota color, draws students and parents into the center of an active campus. Extra large photos of dynamic groups and impressive individual students tell the story. Copy was intentionally minimal. (Kids told us they don’t read, they scan these materials!) The center spread includes a fact-focused insert with black and white infographics of compelling statistics. Each direct mailer included a fold-out poster with an inspiring quote that students could hang and collect.
Positive results included both the number of applicants and the quality of applicants. Impact resulted in expressing the academic focus of a public liberal arts school that is much like a private liberal arts school but at a third of the cost. Real value was an important message. Smart, serious students can find other smart, serious students at Morris. The photographic direction and simple messages of this body of work tells the real story of a Minnesota public college located in a small rural town where student outcomes and future productive lives are comparable to those of the best liberal arts schools in the country. Excellence reigns at the University of Minnesota Morris. 80% of Morris graduates go on to achieve graduate school or higher degrees. Tilka Design was honored to capture the spirit of Morris and craft the story in a new way.
