Is print marketing dead and eliminated from your school’s marketing and communication plans? It shouldn’t be. In a 2020 survey conducted by InspirED, only 51% of schools said they still produce a printed viewbook. When integrated into your digital marketing and communications plan, your school’s next viewbook can be a driving force in lead generation. Here are three ways to make that happen:
Improved Engagement with QR Codes
Your school can come to life on a printed page with QR codes. Your view book should always contain impressive, professional photography that depicts the school environment in detail. QR codes act as a bridge between the story on the page and your website. Through QR codes, you can add additional digital content, such as videos, social media and web pages to further the customer journey. As an added bonus, QR codes digital marketing analytics can give you insights on the top visited digital content you are producing.
Re-marketing with Trackable URLs
Throughout your view book content, you can further the customer journey by leading them to more digital content. Your call-to-actions should always link to an online inquiry form or admissions web pages. In case website visitors don’t complete the inquiry form, these trackable website URLs can actually collect audience data for an entire digital marketing campaign. A re-marketing campaign can ensure your school stays top of mind throughout the research journey and lead to returning visitors completing your inquiry form.
Collecting Emails with Online Forms
Do you upload your view book and other print materials to your website? Downloadable content is a great way to collect emails and stay in touch with families interested in what your school has to offer. The easiest way to collect information is through online forms that are required before content like your view book can be downloaded.
Key Takeaways
Your 2024-45 view book should not be a direct copy of your website content. Your view book and your school website should work together to tell the story of your school and highlight all the differentiators in your student experience. With a digital marketing focus, the content within your view book can be working behind the scenes to learn more about the families interested in your school which will lead to more inquiries.
With over 20 years of combined experience in admissions and marketing, Katava Marketing can build your school a website that will have a positive impact on your school’s enrollment. Contact Us to get started!
