5
Top 5 Print Marketing Tips
for Educational Institutions
Educational institutions work hard to differentiate their brands from the competition. Every marketing dollar spent
must move you closer to your goals, increase brand awareness, and drive engagement with your audiences. After
more than 30 years in serving schools and institutions of higher learning, Perfect Image is More than a printer in
helping you achieve the highest return on print expenditures.
Here are five solid tips we share with clients to generate the most effective results from print marketing:
1. Begin with the End in Mind: Print with a Strategy
What is the goal of your marketing outreach or campaign? Do you want results that boost perception, fundraising,
enrollment, engagement, or attendance at alumni events? Confirming your desired results in advance will help
you build print and online communications that frame the success of your project. Just as important, once you
determine the print collateral that will support your project, it’s important to talk with your print partner to
establish a production schedule and supporting deadlines. With your results and deadlines defined, the creative
process will commence with clear direction toward development of the most effective communications.
2. Get More Responses: Combine Print with Multichannel Marketing
Which is better – print, electronic or online marketing? The answer is all three. Educational institutions that
combine print with email and online drivers yield higher engagements, responses and conversions. Even in today’s
digital world, print moves people to act. As you plan enrollment drives, fundraising and alumni communications,
give print an integrated role in your digital strategy. We’re More than a printer and can help you execute a
multichannel campaign that delivers results.
Get More Response
with Print
Source: McKinsey Development
Print Drives
More Giving
Source: Blackbaud
+
Campaigns combining
internet and print yield
25% higher response than
internet alone.
79%
Gifts from
direct mail
10%
Gifts from
online
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3. Make Solid Connections: Personalize Your Print and Direct Mail Appeals
Customized rather than blanket communications help you resonate with individuals and get noticed in a crowded
marketplace. Including a recipient’s name and other variable data in outbound communication is proven in
increasing engagement and response in education marketing. Perfect Image can enhance your connections and
response rates through variable digital printing and our integrated digital marketing solutions.
Typical Campaign
Response Rates
Static versus
personalized direct mail
fundraising campaigns.
4.5%
Static
Personalized
7.0%
Source: 2006 Caslon & Co.
4. Know Your Options: The Right Printing Method Makes a Difference
Offset lithography and variable digital printing are technical terms for the manufacturing process used to
produce your project. Choosing the best method can maximize results, minimize cost and increase your ability to
add a personal touch to printed communications. A fixed message for an audience of many, such as annual
reports, newsletters, magazines and catalogues, is well suited to high-end offset lithographic production. Shortrun direct mail and personalized communications are ideal for variable digital printing. Perfect Image specializes
in both production methods and can help you select the right one for your project.
5. Demonstrate Quality: Paper Selection Impacts Print and the Environment
The subtlety of paper is essential in conveying quality and innovation with your messaging.
A variety of paper stocks can take your unique print collateral to the next level. We guide
education clients through paper selection with a commitment to producing the highest
quality materials. We are also committed to environmental sustainability through our formal
certification from the Forest Stewardship Council (FSC), which allows us to offer FSC-certified
papers.
As you approach your upcoming marketing projects, consider how Perfect Image’s team of
design, production and technical experts can help you get the most out of your important print
expenditures.
Contact us to learn more about how we help schools build extraordinary brands.
Ira Jackson
President
ira@perfectimageprinting.com
404.446.1081
Charles Kelley
Vice President, Business Development
ckelley@perfectimageprinting.com
404.446.1080
www.PerfectImagePrinting.com
www.twitter.com/PIPrintingInc
503-D Commerce Park Drive, Marietta, GA 30060
www.linkedin.com/company/perfect-image-printing
www.facebook.com/PIPrintingInc