    Project name
Master of Engineering Program recruitment brochure
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Background and goals
The Department of Materials Science and Engineering (DMSE) was
looking to increase the awareness of its Master of Science and
Engineering Program and the number of qualified applicants. The
program was in jeopardy of being eliminated after two years because
it had received only a few applications, all from unqualified
candidates.
The PSB role
The PSB advisor suggested a designer with both knowledge of DMSE
and a history of creating similar successful recruitment campaigns.
Both the advisor and designer supported the client team in selecting
a design with striking imagery and thought-provoking headlines,
helping to encourage people to read the brochure to learn about
the program. The advisor obtained
estimates from appropriate printers and assisted the client with
review of the proofs. The PSB advisor and designer worked with
the client team to extend the shelf life of the brochure and a
related poster by moving dated content to the website. The client
now has enough copies printed to run the recruitment campaign
for two to three years.
Results
In addition to an increase in applications in 2004, the program
realized a better applicant pool, with 20 highly qualified candidates
admitted to the program (up from fewer than 10 in previous years).
Forty requests for brochures came from around the world –
Greece, India, Singapore, England, Taiwan, Germany, Bangladesh,
Brazil, Czech Republic, and all across the United States –
within weeks of the initial mailing.
Also, by keeping any reference to dates generic, the client was
able to print three years' worth of copies up front. Candidates
were directed by the poster and brochure to find specific dates
and deadlines for applications online, which could be easily updated
annually by DMSE staff.
Vendor team
Design: Fahrenheit
Printing: Kirkwood Printing
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