Company

Moravian University

Responsibilities

Copywriting
Content Strategy

COLLABORATORS

Art Director
Admission Counselors
Director of Undergraduate Admission

―

The 2022-2023 recruitment cycle provided the perfect opportunity to develop a new strategy for Moravian’s undergraduate admissions viewbook. In prior years, viewbooks were distributed to prospective students when they came to Moravian’s campus for a visit, inquired for more information online, and visited our table at a college fair or high school visit. This could lead to one student receiving the viewbook three or more times. Not a great use of budget… Plus, the admission counselors thought the viewbooks were unruly and too heavy to travel with!

Going forward with our new university brand, I wanted to be more purposeful with our viewbook distribution and, perhaps, free up some room in the budget to create a higher-quality piece. With the support of my art director, I recommended transitioning the viewbook to become our inquiry piece—it gets mailed out to every student who requests more information from Moravian. On top of that, we increased our paper quality and switched from a saddle-stitch to perfect bound binding.

―

Our viewbook tells Moravian University’s story and helps our prospective students imagine themselves and their experiences on campus. I made sure to thread the Elevate experience throughout the brochure and provide authentic voices to speak to student life and academics. I wanted to communicate the idea that Moravian University would be lucky to have these students, rather than communicating that students would be lucky to get accepted to Moravian.