Congratulations go out to members of the Marketing and Communications and Enrollment Management teams -- the AIC Undergraduate Viewbook has earned a Gold Award in the Print Communications category for Admissions Viewbooks from CASE (Council for the Advancement and Support of Education). CASE District I annually bestows its Excellence Awards on individuals and schools doing innovative work in the fields of special events, fundraising, stewardship, volunteer engagement, alumni relations, student alumni initiatives, advancement services, and communications.
After surveying the competitive landscape, it was increasingly clear that there was a need to adopt a new approach to differentiate AIC from the rest of the crowded Western Massachusetts higher education market. "To resonate with a new generation of high school students, it's important to be genuine," noted Jennifer Grossman, director of Marketing and Communications at AIC. "The team set out to capture the core essence of what makes AIC the right fit for our students – to strike a balance between being informative and inspirational."
One of the goals of the Viewbook was to reclaim AIC's image by articulating what AIC "stands for" as an institution of higher education. Janelle Holmboe, dean of Undergraduate Admissions, said "we intended to underscore our egalitarian ethos, our history of catering to an under-served population, and our commitment to academic support that would ensure students' success."
This messaging inspired not just the Viewbook's content, but also its visual messaging and editorial tone. AIC Art Director, Lynn Saunders, noted that "We kept in mind our target demographic and repositioned our piece to be more friendly, accessible and true to who we are. The bold copy reinforces the visual elements and makes us stand out from many of the pieces we see from other area colleges.
Grossman said the Viewbook was a true collaboration between both Enrollment and Marketing. "It is great to see hard work pay off, and for AIC's accomplishments to be recognized by our peers." Grossman said. "Special congratulations go out to Lynn Saunders, Scott Whitney and Janelle Holmboe, the core team members who brought this vision so successfully to life."
The Council for Advancement and Support of Education is a professional association serving educational institutions and the advancement professionals who work on their behalf in alumni relations, communications, development, marketing and allied areas. CASE helps its members build stronger relationships with their alumni and donors, raise funds for campus projects, produce recruitment materials, market their institutions to prospective students, diversify the profession, and foster public support of education.
Marketing and Communications will be receiving the award on behalf of AIC at the 2013 CASE District I Conference in Boston, Jan. 30-Feb. 1.