The Power of Commercial Print in Schools and Universities

Enhancing Communication, Learning, and Engagement 

Digital resources have utterly transformed education over the past twenty years. And yet, they haven’t supplanted print materials in the process. It turns out that, while the two channels are used to communicate the same types of information, they have markedly different strengths. The advantages of print continue to make it not just viable, but distinctly more effective as a communication format in certain scenarios. 

In this blog, we’ll highlight the specific winning uses of print for educational institutions. We’ll also look at a real-world example of educational print materials in action, helping one of Wallace Carlson’s higher education clients win students and convey their message in the most emotive, impactful way possible.

The Role of Print Across Educational Institutions 

Print materials are highly effective at supporting a school’s marketing and informational goals. Their greatest strengths include:

• Longevity
• Improved information retention
• Superior emotional impact

To illustrate this, we’ll break things down into categories. We’ll look at how print’s strengths play into each situation, and the different technologies that can be used to improve outcomes.

Admissions & Enrollment Materials

Admissions materials serve two key purposes. Some, like viewbooks and brochures, are high-volume marketing projects, focused on introducing and promoting an institution to prospective students and families. Others, like enrollment kits and admissions letters, are more informational/utilitarian. In both cases, opting for print over digital tends to result in a stronger emotional impact and a heightened desirability for the program being promoted. 

Of course, with sensitive, individualized materials like offer letters, personalization is crucial, and has led some institutions to go digital-only for these communications. However, this method loses out on the powerful emotional impact of print, hurting an institution’s chances of securing that student’s enrollment. Fortunately, it’s now easier than ever to create and distribute personalized direct mail. Advances in variable data management have streamlined the process, allowing printers to offer these services in a cost-effective way. 

Course Catalogs & Academic Handbooks

Larger volume materials like course catalogs, academic handbooks, and faculty directories have swung heavily towards digitization in recent years. Their length, complexity, and ever-changing nature make them harder to keep up with in print. However, a strong case remains for a multi-channel publication approach that includes ample print copies of these critical resources.

For one, print materials are more stable. This guarantees students, families, staff, and faculty have 24/7 access to critical information. Print will never be overwhelmed by high web traffic, taken down by security breaches, or disrupted by technical difficulties.

Easy access to print publications also helps accommodate a wider range of student needs. For example, some individuals with ADD and ADHD report having an easier time digesting complex information on paper vs. online. Paper resources can be easily marked up and tabbed, supporting those with more tactile needs around information processing and planning.

Finally, these publications are a powerful resource when marketing to prospective students. Once something is touched and handled, a person’s sense of ownership and connection to it increases. As weighty, visually appealing, functional tools, these publications can help prospective students and their families visualize the lived experience on campus and begin building a connection with your institution, helping seal the deal on where they enroll.

Instructional & Classroom Materials

Many key instructional materials, like educational booklets, flashcards, and reference materials continue to work better when available in paper as opposed to purely online. They ensure students with unreliable internet can fully participate in class. They also help reduce overall screen time, which can be a pressing concern for families of younger students.

Print also remains a vital resource for ensuring secure examinations and testing. Professional printers have strong security measures in place to protect confidential information. They also have access to various print techniques, substrates, and finishes that can help guarantee testing fairness, secrecy, and accurate scoring.

Campus Branding & Signage

Print continues to be the most versatile and affordable option for large-scale banners, directional signage, and school event materials. Working with a professional print partner, as opposed to going the DIY or school technology center route, ensures the best quality prints. Professionally made, offset-printed products are also more durable and color-accurate, making them ideal for reuse at repeat athletic and extracurricular events. 

In addition, professional printing also produces higher-quality print products for distribution at events, such as diplomas, certificates, and academic awards. Their wide range of luxurious paper options and eye-catching print finishes, like spot gloss and custom-colored holographic foil, provide countless creative options to boost the prestige and aesthetics of these materials.

Marketing & Fundraising Collateral

Lastly, print materials remain a critical marketing tool for fundraising and donor relations. Alumni magazines, thank you gifts like branded stationery, and personalized mail all go a long way to maintaining a strong connection between alumni and their alma mater. Schools can also help boost attendance at alumni and donor events with personalized print invitations, customized to suit the gravitas of the event and the interests of the target audience.

Macalester College Builds Brand with Print

For a real-world example of print’s power in action, check out this collaboration between Macalester College and Wallace Carlson Printing. A variety of advanced techniques were used to create a comprehensive suite of eye-catching admissions materials, including embossments and precision brand color matching. Working with Wallace Carlson was a continuation of Macalester’s long-standing tradition of crafting colorful, creative, high-quality print marketing materials. A tradition that has led to real results.

“The print mail I got from Mac during my college search definitely had an impact on my decision.” Reports one Macalester alum. “They were so colorful and well-made, and they felt higher-quality than some of the other mailers I’d gotten. I liked how it felt like they were putting in an extra effort to catch my attention.” 

The Value of Print in the Digital Age

Print’s unique capacity to build trust, evoke emotional responses, and improve a school’s reputation makes it invaluable for admissions and marketing departments. But to keep pace in this digital era, it’s also more important to prioritize print quality than ever before. Vivid colors, appealing textures, and long-lasting materials maximize print’s appeal. And the best way to achieve these qualities is by partnering with a top-quality printer, like Wallace Carlson.

Ready to elevate your school's print materials? Explore our Education Printing Solutions to see how Wallace Carlson helps institutions connect and communicate more effectively.