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For Tufts University, Door No. 2 implemented an innovative approach to the admissions marketing stream. The traditional suite of admissions publications was eliminated – gone were the viewbook, junior viewbook, visit brochure, search brochure, and secondary publications. In their place is a magazine that is published three times a year and mailed to students interested in Tufts.
Critical information was migrated to the Web and presented in an accessible and engaging style. Along with information on majors, things to do on campus, and application instructions are blogs, student posts, and frequently updated features. The admissions magazine, Jumbo, is featured online to provide cross-platform brand integration with the print campaign.
The project is enabled by BigTree CMS - a system so easy to use that admissions staff and magazine editors can update the website without IT assistance.
The entire project was fueled by market research among prospective students and their parents conducted by Door No. 2. The research foundation gave Tufts the confidence to embark on an unconventional but ultimately rewarding approach that makes Tufts stand out in a crowded marketplace.
