GMU Admissions Collateral Reboot

One of my first tasks when I came to GMU was to appraise the school’s chief marketing materials. And most recently, we took a long, hard look at the main marketing pieces for incoming students (undergrad, grad, transfer and international). We conducted focus groups, looked at competitor’s materials and found that few notable universities leveraged concept and advertising copy. We have resolved that for GMU. What’s shown here are three of the four “lead” pieces (i.e. brochures) and a set of key-selling point cards that each cover a distinct differentiator for the school and can be customized to fit a student’s particular interests. As a result of our efforts, we had our largest incoming class in university history, with 3,222 first-time freshmen and 2,859 transfer students. First-time freshmen hail from 23 countries, 42 states, the District of Columbia and Puerto Rico, and 49 percent of those students are from underrepresented minority populations—the highest level in university history. The number of students in the Honors College has grown to 421 this year, also a record for Mason and an increase from 365 students last year. Overall, a roughly 10+% increase in applications and admissions in one year’s cycle.

Concept/design

GMU Admissions Department

July 2015

Collateral Materials (brochures, posters, direct mail, social)