Q: We are potentially looking at going to a smaller publication for our continuing education programs and courses.  Traditionally, our publication is approx. 145 pages (b&w and newsprint inside). We are looking to go to a 20-25 page publication (full-colour and better quality paper).  If we did this we would want to ensure to reallocate the marketing dollars saved between print and distribution through other mediums. I’m wondering if you might have any suggestions or have received any feedback from other colleges going this route?

A: Your brochure is the most important element of your marketing plan. LERN data from members suggests that eliminating the print brochure results in substantial loss of enrollments and income. That said, re-designing your brochure can be a positive step. However, reducing your brochure from 145 to 25 pages raises some red flags. What are you going to eliminate? How are you going to market the programs that are no longer included in the brochure? Have you tested your strategies?

USPS and Canada Post have both done studies that have found the the vast majority of sales result from direct mail promotion, even if the purchase is made online. Thus, changing your promotion strategy is something that should be done strategically and carefully. You should test alternatives before broadly implementing them, as you have no track record for predicting the effectiveness of your new marketing efforts.

LERN agrees that a 145 page brochure may not be idea from several perspectives--cost of production and mailing and sheer size. A brochure that has too much information can also be detrimental to registrations. LERN recommends that you submit your current brochure to us for a critique. We can tell you where you might be able to improve your  promotion, and make suggestions for reducing the size and saving space. This service is a free benefit of your membership. All you need to do is ask us to pay specific attention to ways you can reduce the size of your print brochure, and we will be sure to focus on that. Send your brochure to:

Brochure Critique
P. O. Box 9
River Falls, WI 54022