CPIT’s existing suite of course collateral numbered over 300 individual items. A strategic plan was developed to overhaul existing collateral based on a hypothesis that the current suite of material was ineffective with more students using digital methods to conduct course research. The layout of existing material was also overly complicated, internally focused and costly to produce.
This was confirmed by conducting experiential focus groups and interviews with front line staff.
I segmented the courses into 10 logical groups based on interest areas and rewrote the information so it was easy to understand, friendly and engaging with quick reference panels, URLs for more detailed information and cross-selling for similar courses. Information was made accessible via a new website, CD, eBook or printed in a brochure, meaning that prospective students could
choose the informational channel they preferred.
I also moved the Annual Report to a digital format embedded with video and interactive tools.
Experiential testing confirmed increased engagement, levels of persuasion and conversion.