How to Foster School Spirit with Variable Data Printing

Every year, educational institutions such as universities and prep schools mail out thousands of pamphlets to prospective students. The brochures tout their educational programs and extracurricular offerings, in hopes of leading students to apply to their campus… or for their alumni to donate funds. But do they work? Do they make students feel so excited about enrolling that they make your school their #1 pick? The answer is yes, promotional materials do work. And personalizing message and imagery with variable data printing, say some studies, can increase response rates by as much as 35%. 

Personalization = Response

Marketing experts have known for decades that the more often a message is personalized, the better the response. But marketers could not personalize a student’s entire registration experience until certain advances had been made in digital printing.

In this example of VDP, the image, student’s name, and degree are all variable.

For instance, the pamphlet sent to prospective students can feature the same design, but each may also have content relevant to their major (English, Physics, etc). Likewise, an athlete might receive a brochure that showcases college sports photos while an artist might receive a brochure that features imagery from the campus museum.

To make students feel more included, marketers can align imagery or content with an individual’s culture or background.

Washburn University’s Admissions Office utilizes variable data to connect with incoming students during the recruitment phase and in its acceptance packets.

Personalized fundraising communications can even improve an alumni’s connection to their alma mater, generating more donations over the years.

Challenges with Variable Data

According to Washburn University’s Assistant Director of Marketing Travis Perry, designing data-compliant materials or printing the pieces is not their greatest challenge. Their largest stumbling block lies in maintaining an accurate database. 

“It takes coordination, but variable data printing keeps us from sending the same materials to the same students at the same time,” explains Perry. “Yet it’s also imperative to have a printing partner that’s adept at VDP, as we have with Mainline Printing.”