Northern Michigan University's most recent admissions viewbook, which is distributed to prospective students at high school and community college recruiting events and often serves as a “first impression” of NMU, has earned a gold award for individual student recruitment publication in the Council for the Advancement and Support of Education (CASE) Circle of Excellence Awards. NMU Admissions and University Marketing and Communications collaborate on the annual project, which drives the messaging for other NMU recruitment materials.
“I'm very excited,” said Kari Garcia, senior associate director of admissions, recruitment marketing and communications. “We know our work is recognized by the university and by the reactions we get from prospective students to all of our materials, but it's always nice to get extra recognition from an outside entity that the work you're doing is resonating. It's really a team effort.”
“It's great to get national recognition for what our talented, small but highly nimble and creative team does on this and many other projects,” said Rebecca Tavernini, publications director in Marketing and Communications. “Our close collaboration with Admissions, along with ideas, input and photos from our students, make our viewbook and its message authentic, fun and enticing. Who wouldn't want to come here after seeing this?”
NMU's viewbook production process begins in February, with initial conversations about the overriding message it should convey to students. The version created to recruit students for fall 2023 was designed to address the post-pandemic concerns of high schoolers—mainly those related to wellbeing, acceptance and support for “the whole self.” It also showcases how NMU gives students the academic programs and tools they need to be successful in a warm and welcoming community surrounded by natural beauty.
Garcia and Jillian Seguin, senior assistant director of Admissions-Recruitment Communications, meet regularly with Tavernini and NMU Art Director/Senior Designer Tom O'Connell.
“It's always a pleasure working with the Admissions team in creating a look that defines Northern,” O'Connell said. “Our goal each year is to create something that is fresh and different from the last and serves as a flagship for that year's material. This one seemed very natural and effective in telling that story of our students and the university.”
According NMU's award nomination submission, “While many factors influence enrollment, we believe the viewbook plays a large role in our consistent figures showing a 10% increase in first-year applications and a 15% increase in orientation registrations over the previous year.” Admissions counselors reported that high school students at college fairs enjoyed the viewbook's photography, color scheme, vibrancy and heft, compared with loose papers on other institutions' tables.
The CASE Circle of Excellence Awards judges comments read: “This piece conveys such a clear personality and lots of it. The cover is striking and it is an uncluttered, inviting design. Some of the photos are a bit soft, which contributes to a feeling of authenticity. Great results.”
Gerri Daniels, executive director of Admissions at NMU, attends a “Promoting the Publics” event each fall, where 600-800 high school counselors interact with representatives of Michigan's 15 public universities. Each admissions director presents two breakout sessions that the counselors can attend.
“About three years ago, I stopped using PowerPoint like everyone else and started using our viewbook,” Daniels said. “I hand out copies to the counselors and walk through it with them so they get an idea of what their students are seeing at college fairs. They're blown away by the feeling it conveys, the images—the whole package. It's really effective at telling Northern's story.”
CASE's annual Circle of Excellence Awards recognize exceptional achievement in advancement services, alumni relations, communications, fundraising and marketing. The organization reported it received more than 4,000 entries from CASE members in 27 countries. A panel of hundreds of volunteer judges selected award winners in multiple categories. NMU was the only Gold recipient among seven honored in 2023 for individual student recruitment publications. The remainder received silver or bronze.
View NMU's award-winning viewbook at https://nmu.edu/admissions/digital-viewbook.