There are two distinct time segments of marketing to high school seniors: recruitment and yield. Recruitment occurs when higher education institutions encourage students to apply for admission. Yield marketing aims to secure enrollment deposits from those students who have applied and been admitted — and that’s the segment this production falls into. Rebecca created a series of 12 pieces, one for each college and school at the University of South Carolina (Darla Moore School of Business is featured here). Each piece features a congratulatory letter from the dean of the college or school, a high-level spotlight on the college, and two student stories. Last academic year, this series of publications reached nearly 15,000 admitted students.
