The 10 Print Pieces Every College and University Needs in Its Enrollment Marketing Suite—and Why They Still Matter
In a digital-first world, it’s easy to assume that print is on the decline. But in enrollment marketing, print remains a powerful tool for building trust, sparking emotion, and staying top of mind with students, parents, and influencers alike. The right print pieces don’t just complement your digital strategy—they elevate it.
In fact, research shows that direct mail consistently ranks within the top three preferred strategies for first-time outreach (among 4-year private, 4-year publics, and 2-year institutions).
With that, here are the 10 essential print pieces every college or university should include in its enrollment marketing suite—and why each one matters.
1. 📬 A Search Piece
Make a bold first impression.
This is often the first printed item a student receives from you—so make it count. A search piece should be short, striking, and curiosity-piquing. You’re not telling your whole story here—you’re opening the door and inviting students to take that next step (like visiting your website or joining your mailing list).
Tip: This is not a simple postcard! Make it interactive. Make it interesting. And if you can, use first names.
2. 📘 The Viewbook
Your flagship piece.
Think of this as your institution’s greatest hits album. The viewbook sets the tone, tells your story, and gives prospective students a reason to dig deeper. It should highlight academics, student life, career outcomes, and campus culture—all with standout design, powerful photography, and compelling student voices. (And it’s not just for students and their parents; we know that alumni, donors, guidance counselors, and trustees love getting their hands on a creative viewbook as well.)
Tip: Pepper that thing with QR codes that link out to your website, to socials, to microsites—anywhere that brings the pages to life a bit more. And think beyond the typical look and feel. We’re obsessed with the back cover of Paul Smith’s College’s viewbook.
3. ✈️ A Travel Piece (for College Fairs)
Your leave-behind with lasting power.
College fairs are crowded and competitive. Your travel piece should be portable, scannable, and strong enough to stand on its own. Think quick stats, standout programs, student outcomes, and bold visuals that make students want to learn more.
Tip: Every travel piece needs to work at two very different distances: across the room, and 1-on-1. It needs to be able to catch the eye of a student or parent from across a crowded high school auditorium. But it also needs to have enough detail when viewed up close to support an intimate discussion with an admissions counselor.
4. 🧑🏫 A Guidance Counselor Mailer
Build relationships with your best advocates.
Counselors are critical connectors. A mailer just for them—highlighting what’s new, admissions updates, key contacts, and who your institution is right for—shows respect for their role and makes it easier for them to recommend your school.
Tip: Counselor Appreciation Week rolls around every February. We love the idea of sending a token of appreciation during that timeframe. For Saint Michael’s College, for example, we helped create a piece that contained a packet of seeds—in honor of their sustainability programs.
5. 👨👩👧 A Parent Mailer
Engage the decision influencers.
Parents may not apply, but they absolutely help decide. A dedicated piece for parents should speak to value, safety, support services, outcomes, and affordability. Speak their language—and back it up with proof points.
Tip: Parents want to have fun, too. Yes, they want to hear about finances and safety and ROI, but they want to know that they’re child will be happy and supported, and they want to be able to wear that “College of X MOM” sweatshirt with pride.
6. 🗺️ A Visit Guide or Campus Map
Make navigating your campus—and your story—easier.
Whether it’s sent before a tour or handed out on the day-of, a beautifully designed visit guide helps prospective students feel at home and admitted students feel excited. Include helpful tips, campus landmarks, FAQs, and fun extras like student “favorites” or photo ops.
Tip: Even if your school doesn’t have a traditional campus, celebrate that bit of geography that defines you. Include callouts that matter for your audience. In this piece for LIM College, we fleshed out a four-month calendar that highlighted NYC-specific summer happenings.
7. 💬 A Student Voice Piece
Let your current students do the talking.
A zine, booklet, or postcard series featuring real student quotes, stories, and tips brings authenticity to your messaging. It shows students what life is actually like on your campus—and creates instant relatability.
Tip: Resist the urge to over-edit. It’s less important for your students to be perfect than it is for them to be real. If they come off as paid spokespeople, the battle has already been lost.
8. 📸 A Campus Photo Album
Let the visuals do the talking.
Make those photoshoots work for you! A photo-forward piece can communicate energy, warmth, and authenticity faster than any headline. Bonus points if it feels more like a lifestyle magazine or Instagram reel than a brochure.
Tip: Make it less about the sell, and more about the experience. Include a small CTA at the end, but truly make it a “get to know us” piece.
9. 🎉 A Welcome Package
Turn an acceptance into a celebration.
Acceptance is more than a moment—it’s a milestone. A well-designed welcome package makes students feel seen, valued, and excited. From custom envelopes and confetti to personal notes and branded swag, this piece should deliver joy and reinforce your value. (And never underestimate the unboxing experience. A creative envelope, box, or mailer will pay dividends in building excitement.)
Tip: We know budgets are always a concern, but there are ways to keep this piece low-cost and still effective—so don’t skip this one. And not only that, but send it to all accepted students (not just those who have already deposited).
10. 🎁 Something Memorable
Make them smile—and remember you.
Whether it’s a fold-out poster, a sheet of stickers, a mini coloring book, or a pop-up map of campus, one unexpected, fun piece can go a long way. This is your chance to show a bit of personality—and give students something they’ll want to keep on their wall, desk, or fridge.
Tip: Think outside higher ed. We worked with Siena College on a gift guide—similar to all the ones you see around the holidays. Except, the “gifts” were a bit different… Ask us if you want to see it!
Final Thoughts
Print isn’t just alive—it’s essential. The best enrollment marketing suites strike a balance between digital and tangible touchpoints. When done right, your print pieces become artifacts of the college search—tokens of possibility that students and families carry with them, both literally and emotionally.
Want help crafting a suite that connects and converts?
Let’s talk. At CCA, we specialize in building print pieces that stand out, tell your story, and drive results.