PERSONAL bests

The Results

In the initial phase, Huntington College sent out 377 brochures, which resulted in 34 applications. Of those, 32 students were accepted. Based on this outstanding enrollment rate, Huntington and Scope 1 have gone on to produce several thousand more personalized brochures.

The program was originally launched as a supplement to other student recruitment efforts; however, due to its success in generating a higher yield of applicants and enrollments, it has increasingly become the marketing centerpiece of Huntington's recruitment efforts—so much so that a major part of the PR director's job is to constantly search for new material telling the stories of recent graduates who are experiencing success in careers and life. Their stories are used as variable data and matched in the brochure to a prospect's academic major aspiration.