I have just launched a college admissions program with Tufts University that completely avoids a traditional viewbook.
Before you assume I'm a complete radical you should know that I've got a project rolling out for another client that features a large, beautiful viewbook. I'm very excited about that one too. For me, marketing solutions are situational. No solution is right for every circumstance. The viewbook should do wonders for my one client while Tufts, I hope, will thrive without one.
We didn't just eliminate the viewbook for Tufts. We got rid of the entire suite of traditional admissions publications. There is no search brochure, visit brochure, financial aid brochure, mailing postcards, as well as no viewbook. They are all gone. Finito.
What we replaced them with is not a radically new idea. It's been around for a few years. We created an admissions magazine that will be produced trice annually and mailed to everyone in the admissions funnel. This saves enormous cost and direct-mail…