Revealing choices

VCU undergraduate

Collectively, the team was worn out on traditional books. A compelling system was needed to keep students aware and drawn to VCU as a viable option for higher education. I produced concepts driven by newly conducted research on the perceptions Gen Z has of the college and professional landscape.

In evaluating the data, four values emerged as the most relevant outcomes from a 4-year college career – identity, drive, do-it-yourself, and impact. The audience wanted to be engaged emotionally but their ultimate decision was driven by practicality. Once those values were identified, I sought to create a unique direct mail piece that was less disposable.

While exploring physical structure, the idea of the chatterbox (paper fortune teller) influenced my choices. A layered piece with quadrants to fit the values resonated with the team and stakeholders. Simple messaging maintains the reader’s attention and proves that VCU excels at delivering on those values.

Breaking from traditional form, simplifying our content, and mailing a piece with depth and surprise resulted in higher application numbers and a nod from Richmond’s PRSA.