RCAD Acceptance Pack
Marketing Strategy
The Admission’s Office of Ringling College of Art and Design was in need of a redesign for how they accepted students.
Originally happy with their 33% attendance rate, I delivered
a competitive analysis of other art schools at the same level and found that they were missing a huge opportunity.
Their original solution was a plastic folder that contained simple letters notifying the student they’d been accepted.
Once I had done research on competitive schools, why current students chose Ringling over others and how much they loved the school; a new approach to the acceptance process needed to be found.
Research was handled by way of surveys and I proposed repositioning the acceptance notice as a gift; celebrating the newly-accepted student into the wonderful creative and collaborative world of the arts.
I collected art work from current and past students, creating a sketchbook and poster encouraging and celebrating the unique legacy of artists, designed a brochure that provided necessary information to parents, encased in an envelope that created immediate excitement.
The result was a boost in enrollment attendance to 133%, the highest the university had ever experienced in its 75 years.
17 years later, the school still handles student acceptance in this way. The style and contents of the package are updated based on trends and necessity, but it’s always as a celebratory gift.
The entire collateral suite to welcome in freshly accepted students.
A poster created from students’ sketchbooks to serve as inviting inspiration.