Applicant Packs

Spoilt for choice

With over 160 universities in the UK, Aston University needed a way to stand out from the higher education crowd. To encourage successful applicants to take up their offer, the University wanted a compelling, high-impact direct mail campaign to increase engagement levels and boost undergraduate acceptance rates. The pack would need to highlight the benefits of choosing Aston and appeal to offer-holders on a personal level.

At this stage, applicants are very close to picking where to study. With this in mind, we looked beyond the brief to design a pack that gave them something ‘extra’, encouraging them to see themselves at Aston and feel excited and confident in making this huge decision. Our solution used print, social and augmented reality elements to bridge the gap between the physical and digital world – a tangible offering that would also encourage online engagement.

“What’s in here?”

Aston University offer-holders got a bright, bold envelope through their letterbox with an eye-catching red and black chevron design to stand out from the day-to-day post (and marketing from competitor universities). The look was in keeping with the “Here is Aston” undergraduate recruitment campaign that our audience were already familiar with, as was the intriguing copy line “What’s in here?”.

Applicants received:

• A unique-to-them A3 “Here is Aston” poster created using ‘mosaic’ printing to make each design distinct. This innovative technique meant no two posters were alike, making them both personal and shareable. On the back, each poster had an inspiring narrative celebrating to the applicant’s chosen subject.

• An augmented reality polaroid that, when scanned with the Zappar app, brought up a video with a profile of a student ambassador on the applicant’s chosen course. The student ambassador shared their experience and encouraged them to get in touch. They were then linked to Aston University’s Instagram.

• A short, browsable conversion booklet with a stepped-page design to showcase the many advantages to securing a place at Aston – like the chance to get two degrees through overseas study. Print materials like these are ideal for parents who can see the benefits of Aston at a glance.

This formed an effective and interactive direct mail applicant pack that used inventive printing techniques to create a compelling, personalised experience.

Applicants got something exciting in the post, and we achieved our goal of increasing the acceptance conversion rate in target subject areas by 5%. It was so successful, Aston University decided to run the campaign again the following year.