Some of the best marketing advice you’ll ever hear? “There is no perfect pickle. There are only perfect pickles.” Odd? Yes. Relevant? 100%. Let us explain: As marketers, and as…
SCHOOL OF ADVERTISING ART
When it comes to attracting new students, colleges and universities walk a fine line. A school must present itself as a fun, dynamic place to spend a few years—while representing to parents (or whoever’s footing the bill) that they offer a significant return on investment. The School of Advertising Art (SAA), in Kettering, knows this well. An SAA degree is worth plenty, as the school’s many successful graduates can attest. But SAA still has to convince Mom and Dad.
One way to do that: create an edgy yet accessible course catalog for prospective students, detailing what the program is, how it works, and what it costs. When time came to create its 2016-2017 catalog, SAA asked Oregon to help.
Just because SAA wanted to broaden its appeal doesn’t mean it would settle for a catalog that just looked ‘blah.’ (They are designers, after all.) They had a vision for an image-centric brochure that would evoke emotion and give readers a sense of life at SAA. We created a great canvas against which the school’s photos and graphics could look their best.
A key element of our approach was a “dry trap” varnish. Using this technique, we laid down ink, let it dry, then added varnish on top. This allows the varnish coat to stand out more than it would otherwise.
We used high-quality NewPage Sterling Ultra paper, which is glossy to begin with. Dry trap varnish touches throughout the book helped kick scripted words and titles up a notch.
Oregon’s finishing solutions meant we came in within budget without sacrificing quality. And we couldn’t be happier with how the catalog turned out.
SAA was very pleased with the end result. According to SAA’s designer/instructor Tony Neary, “The process of designing the catalog from start to completion was a huge team effort. The design was truly brought to life with the great printing work by Oregon Printing. Judd and his team understand the quality that SAA expects, and they delivered. It all starts with early communication and setting a standard of excellence. Everyone at SAA is so proud of how the catalog turned out, and the students and families love it as well. Amazing job again, team Oregon.”
SAA must sell prospects on its design expertise and professionalism. The quality of this book does that and more. When the catalog makes its way into parents’ hands, we think it will speak for itself.