COT Marketing Campaign

A print marketing campaign for The College of Technology at The University of Houston.

Here is a variable data printing term project for the College of Technology that I was asked to lead. The College of Technology needed a customized VDP campaign to attract graduating high school students while also targeting diverse groups that the college programs lacked. My team was given a data sheet with more than 700 recipients we had to reach out to with personalized postcards that presented them with a major they would be most interested in. As the team leader for this project, I assigned roles to each of my four fellow team members and delegated tasks for the projects to them. While I researched information about the degrees and analyzed data about the demographics of each major, my other teammates worked in their assigned departments. Our concept strategist found imagery that would best represent each major while trying to highlight less-represented groups. Our designer created several drafts of postcards that best represent our concept while also following the UH branding guidelines. The scribe wrote short invitational letters to inspire candidates to apply for each major we recommended. Then after several sessions of critiquing and refining our design, our data miner used XMPie uCreate Print to apply VDP elements to our design that reflected the receiver’s information and program of interest. Our final postcard design and the XMPie Circle Flowchart are on the left. The postcard was based on the puzzle game Tetris. Our concept was that their life was a puzzle that was nearly complete as they graduated from high school, and the major we recommended was the missing piece to complete their puzzle. Below is the variable data flowchart we used to analyze recipients’ actions and guide them to the application. The flowchart also allowed us to analyze where recipients went and stopped throughout the process that our postcards presented.