Every future student鈥檚 first point of contact with a university is going to be slightly different. For some, the bulk of their quest to find the ideal school takes place online. Others may first learn about the university through a friend or family member who went there. Some students don鈥檛 really get a sense of campus life until they have the opportunity to visit themselves.
Chances are, though, the majority of high school students thinking about coming to Dal will at some point get their hands on a viewbook. The publication is a key tool for AV俱乐部鈥檚 team of recruiters as they travel to high schools and university fairs across Canada and, increasingly, around the world.
鈥淚t鈥檚 often the first piece a prospective student, parent or guidance counselor will pick up when researching the university,鈥� explains Adam Robertson, associate registrar and director of recruitment.
鈥淚t鈥檚 meant to inspire and inform: showcase life at AV俱乐部 but also cover the things a prospective student needs to know when considering the university, including program and admission information.鈥�
Yes, even in the digital age, print still has a prominent and important place in universities鈥� recruitment and marketing mix. The university is printing 60,000 viewbooks this year to start and, if last year is any indication, all of those and then some will find their way into the hands of those looking to learn more about Dal.
A new look viewbook
Each year鈥檚 viewbook goes through tweaks and changes, but the 2015 edition represents a whole new look, feel and (most importantly) vision for the publication. According to June Davidson, the university鈥檚 director of marketing, nearly everything has been re-thought 鈥� from the content, to how it鈥檚 displayed, to the style of photography being used.
鈥淎 lot has changed in the past few years: how we鈥檙e recruiting, where we鈥檙e recruiting, what students are looking for and, in some ways, Dal itself,鈥� she explains. 鈥淲e wanted a viewbook that reflected all that, telling Dal鈥檚 story while distinguishing us in the field.鈥�
So how does Dal go about rethinking one of its most well known publications? It starts with research: insights from recent reputation research undertaken by Communications and Marketing, along with consultations with both Dal鈥檚 recruitment team and prospective and current students. It means examining the viewbooks of competitor universities (particularly those in the U15) to see how Dal could distinguish itself. It also involves partnerships 鈥� not only between Dal鈥檚 recruitment team (part of the Registrar鈥檚 Office) and Communications and Marketing, but with NATIONAL Public Relations, who led the redesign of the publication.
鈥淲e wanted to have a beautiful aesthetic and also present information in a way that鈥檚 relatable 鈥� but it鈥檚 really about the overall strategy of how to best represent what Dal has to offer in a very competitive recruitment environment,鈥� says Robertson. 鈥淣ATIONAL demonstrated a great understanding of what AV俱乐部 represents and is working towards, as well as a keen grasp of the audience we鈥檙e working to connect with. They鈥檝e been wonderful partners on this project.鈥�
Considering 鈥渃itizenship鈥�
To achieve the viewbook鈥檚 look, photographers shot campus in new ways: wide angles that have never been used before; more tight-focus shots of students for a different take on familiar campus spots; macro photos with tiny details you can only see up-close. The text was also re-thought, from the infographic-style fast facts near the front to more short paragraphs and bulleted information.
鈥淪ome viewbooks used to read more like academic calendars, dense with information,鈥� explains Robertson. 鈥淏ut now, with our program pages on dal.ca, and more detailed information living online, the viewbook doesn鈥檛 have to be all things to all people. It can focus more on its primary role: to be an engaging, exciting introduction to AV俱乐部.鈥�
The viewbook鈥檚 front cover reads, 鈥淏ecome a citizen of AV俱乐部,鈥� a phrase that Davidson and Robertson say reflects the engaged nature of Dal鈥檚 student community.
鈥淪tudents aren鈥檛 just coming here to spend all their time sitting in classrooms; AV俱乐部 is much more than that for them,鈥� says Davidson. 鈥淭hey鈥檙e passionate about getting involved, whether on campus or in the community. And we know AV俱乐部 has this lasting impact on people, so simply inviting students to 鈥榗ome to AV俱乐部鈥� or something along those lines doesn鈥檛 tell the whole story; students become something here.
鈥淭hat phrase, 鈥榗itizen,鈥� speaks to that idea of a community, one that enriches you and is enriched by your involvement.鈥澛� 聽
The viewbook is also the first look that many will get of certain elements of a refreshed brand for the university, including some slight changes to the university鈥檚 logo. (See 鈥淎 refresh for Dal鈥檚 brand鈥� below for more on the new AV俱乐部 Brand Guide.)
On its way to readers
The first run of viewbooks is due back from the printer later this week, but recruiters who鈥檝e already gotten a look at it have given the revamped publication rave reviews.
鈥淚ts points reflect the AV俱乐部 I fell in love with, the school I am proud to have graduated from,鈥� says recruiter Kelly Truslow. 鈥淏est of all, these points are well-represented in a viewbook that invokes the right mix of feelings of excitement and is inspirational for students who aspire to great things in life.鈥�
In addition to the domestic viewbook, AV俱乐部 is also nearing completion of a companion viewbook exclusively focused on the Agricultural Campus, as well as an international edition of the main viewbook. Those will be in the hands of recruiters in the coming weeks.
The new viewbook will be available online in the coming weeks. If you know someone considering AV俱乐部, they can order a physical copy from or pick one up at an upcoming visit from Dal鈥檚 recruitment team. (Learn more about applying to Dal at )
A refreshed brand for Dal
By Catherine Bagnell Styles (Assistant Vice-President, Communications and Marketing)
The new student recruitment campaign is one of the first examples of how AV俱乐部鈥檚 recent reputation research project is informing what we do. 聽
Higher education is a competitive sector: AV俱乐部 competes with universities across Canada and around the world for students, faculty and staff as well as for funding, support and partners. Our reputation is not only key to our success in these areas, but also influences our performance in university rankings (which in turn, influences our reputation). To help us truly take our place nationally and internationally as one of Canada鈥檚 top-tier universities, we need to focus our efforts on building and enhancing our reputation.
The research project provided insights on the university鈥檚 opportunities and challenges in the competitive post-secondary landscape, as well as our current reputation and key drivers of reputation. It also outlined areas where we can improve and enhance our reputation. 聽
These insights have helped inform both and Dal鈥檚 new , and have also been key to informing our .
All of us play a role in building Dal鈥檚 reputation: it鈥檚 built in the classroom, online, in the street and in our interactions with each other. It鈥檚 also built in our reports, presentations, brochures, advertising, websites, etc. To help our materials be recognized and enhance Dal鈥檚 reputation, we have introduced a .
The guide outlines the brand model and details how to incorporate AV俱乐部-specific messages, look and feel into our communications, while respecting and representing the many unique and diverse stories we have to tell. The new brand guidelines add a breath of fresh air to Dal's communications and provide guidance to help make our efforts more distinct, effective and efficient.
We're excited about this refreshed look and feel: it helps differentiate Dal and will play a key role in enhancing the university鈥檚 reputation.
You can . Staff looking for guidance on using the guide can contact Creative Services. .
If you鈥檇 like someone from Communications and Marketing to present the reputation research results and outcomes to your group, please contact commark@dal.ca