Why Tangible Materials Continue to Matter for Higher Education Marketing

 

In a world seemingly dominated by all things digital regarding marketing, some might be assuming that print materials are dying, if not deceased. Between a rise in emails, social media, and online advertising, many seem to think the tangible pieces in marketing are finally on their last breath.

Well, this perception couldn’t be further from reality, at least not within higher education marketing. In fact, print-in the form of direct mail, brochures or customized enrollment packets-continues to be relevant and, in many instances, more relevant to the next student generation about the process of admission, retention, and re-enrollment.

This article will discuss why print remains an integral tool for institutions of higher learning, focusing on the psychological effect printed materials have on recipients. We will also touch on how print complements digital efforts and why using both mediums together will create more effective strategies in student recruitment and engagement.

The Psychology of Print in a Digital-Heavy World

In today’s fast-paced, digital-heavy environment, we are constantly bombarded with information-countless social media notifications, email inboxes bursting at the seams with advertisements. It’s hard to make one last.

With the constant influx of digital content, it often leads to sensory overload and diminishes its effectiveness over time. This is where print materials come in: a welcome break from the screen that will trigger a different psychological response.

1. The Tangibility Effect: Creating Emotional Connections

One of the key psychological benefits of print is its physicality. When people hold something in their hands, they engage with it more compared to reading digital content. The tactile nature of print-be it a glossy brochure, a well-designed postcard, or a personalized letter-creates an emotional connection that digital content can’t replicate.

Studies have borne out the fact that there is an increased emotional appeal with physical copies compared to digital ones. As cited by the United States Postal Service and Temple University, people are more likely to remember printed materials since they could make use of many senses: the feel of the paper, the weight, the texture-all these elements create a deeper emotional connection.

This is even more applicable in higher education marketing, where emotional resonance might just win people’s minds and change decisions. The student is not simply selecting a college or university: he or she is choosing the place they live, grow, and mold themselves for the next phase of their lives. Perhaps a really good, apparently personalized printed piece touches on some sort of emotion like that.

2. Trust and Credibility: Print as an Indicator of Authority

Where marketing in general is concerned, credibility and trust are very paramount-especially for higher education. Colleges and universities have made promises for their students that mean something to the student’s future. The desire for reassurance and validation means every single marketing material or avenue contacted usually comes in handy for parents and prospects alike.

The power of print to engender trust and credibility is unparalleled. In fact, Pew Research reported that print ads are still viewed as more trustworthy than digital ones. This is because print requires an investment and a level of commitment that digital advertising simply doesn’t. A well-crafted brochure or letter from an institution shows that the college or university is willing to invest in communicating directly with prospective students.

For the students in search of a school, the good-quality printouts assure the applicant that this institution is well-established, serious, and will be trustable. Making your credibility within this competitive higher education market involves the use of print as an effective tool.

3. Memory Retention: The Power of Print in Long-Term Recall

The second biggest positive point about print would be increasing the memory of it. It has been shown in research studies that people remember better what they see on paper compared to digital. In the Journal of Marketing, a study showed that print ads have more long-term recall than digital advertisements.

This becomes really crucial in higher education. Most students are exposed to an inordinate amount of marketing messages throughout their college search process, so to rise above the noise becomes tough. A well-designed, beautifully printed piece coming from an institution can sometimes make a lasting impression, difficult to attain with digital means alone.

In their quest, students may come across millions of online ads, emails, and social media posts, but a postcard or enrollment packet they can hold in their hands will stay in the memory for quite some time. The probability increases that they might just hold onto it for future consideration; this way, they may fall back on them at the right time when a decision needs to be made.

Including Print in Your Digital Process for Greater Success

While print will never go out of date, it works much better when combined with digital marketing efforts. The interplay between print and digital will yield a better overall and more effective strategy in higher education high-touch marketing.

1. Personalization: Variable Data Printing and Targeted Messaging

One of the most powerful ways in which print can support digital marketing is through the use of personalized, targeted communications. Using variable data printing, or VDP, universities can create highly personalized print pieces speaking directly to prospective students.

VDP allows for the customization of printed materials based on attributes that are unique to each and every individual: the student’s name, perhaps, or their intended major, location, or interests.

For instance, a university could send a customized brochure with a student’s name, focusing on academic programs in their area of interest and pointing out campus facilities that relate to their career goals. A level of personalization that makes the student feel valued and noticed, which digital ads often fall short of.

Additionally, the digital space could be used to trigger personalized direct mail. That is, once a prospective student interacts with an ad or fills out an interest form online, a targeted, printed piece could build on that interaction, reinforcing the message for greater opportunity of engagement.

2. Consistency Across Touchpoints: Reinforcing the Message

Print used in conjunction with digital marketing means there’s consistent messaging across all touchpoints. While digital ads, emails, and social campaigns may be very effective in generating initial interest, the printed materials help reinforce the message of and keep the institution top-of-mind.

Follow-up direct mail pieces, for example, do provide further details to the interested student after clicking on an email ad or submitting an information form online: invite for a campus visit, deadlines in applying for courses, available scholarships.

The idea here makes sure messaging coherence does not burden the student with various competitive messages; it just nurtures the lead deeper through the funnel of enrollment by making the messages available at the proper timing of his needs.

3. Geotargeting and Demographic Insights: Direct Mail in the Digital Era

Direct mail has been similarly updated with technology in order to make the campaigns more targeted and more effective. With geotargeting linked to demographic data, universities can send print materials to high-potential students based on where they live, their socio-economic background, and interests. The more specific it is, the better the chances that the printed materials will strike a chord with the prospect and move them one step closer to enrolling.

For example, if a prospective student has demonstrated interest in a particular program or major through their online behaviors, the university can send them direct mail pieces focused on that area of study. This integration of digital information and print communications provides a cohesive experience for the prospective student and allows them to become even more engaged with the institution.

The Bottom Line: Print’s Continued Relevance in Higher Education Marketing

But as digital marketing has continued to evolve, print remains both relevant and powerful in higher education. The psychological effects of creating emotional connections, building trust, and improving memory retention with print make it an integral part of any well-rounded marketing strategy.

Coupled together with digital marketing campaigns like personalized emails, social media campaigns, and targeted ads, print has the potential to better help universities connect with prospective students and improve overall retention and re-enrollment rates.

In today’s world of constant and pervasive digital communication, print is a welcome respite. It gives a prospective student something concrete to refer to during their journey of educational decision-making. The university should embrace both print and digital marketing strategies to make it noticed in the competitive marketplace and create long-term impressions that drive student interest and enrollment.