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College Goes 3-D to Entice Freshman Applicants

February 11, 2010

by Agnes Jasinski

Hobart and William Smith Colleges is looking to give juniors narrowing down their college search choices a more unique brochure experience. More than 20,000 of them will receive 3-D glasses to go along with the school's brochures, a strategy the school describes as both a gimmick and symbolic of what the school is all about.

Viewing things in 3-D has only become more popular thanks to the success of James Cameron's "Avatar." But looking at a brochure is undoubtedly a different experience than sitting in a movie theater with a bucket of popcorn in your lap. The New York Times talked to the school's director of communications, Cathy Williams, this week. She sees it this way: Hobart is looking to change the way students "see the world." The 3-D glasses are symbolic of that idea, and the brochures ask potential applicants to "open your eyes to new possibilities at HWS."

Nearly 10,000 of the recipients requested the catalogs; another 12,000 or so were identified through a College Board search program. (Institutions of higher education are able to purchase lists of students who have scored above a certain level on standardized tests or who have expressed interest in a particular field of study.) Those who receive the brochures don't only get the 3-D experience on paper. They're also then able to view videos of professors explaining the science behind the concept of 3-D.

Colleges have been working extra hard lately to entice potential applicants. Some have revamped their college application packets to resemble credit card offers, now speeding up processing times, waiving application fees, and using language typically used by credit card companies: Advantage Application, Distinctive Candidate Application, and the Candidate’s Choice Application, to name a few. More than 100 colleges and universities paid the same marketing company to send out variations of these applications last fall. Some spent more than $1 million on these application campaigns, according to the New York Times.

While their applicant pools have indeed increased thanks to the marketing campaigns, it makes one wonder how colleges find advertising dollars in their budges while tuition and fees continue to increase, schools shutter their "no loans" programs, and colleges struggle with budget deficits. What do you think? Would 3-D glasses included in your college brochure spark your interest in a school more than the glossy materials you usually receive? What other gimmicks have you seen colleges use to get students to apply to those schools?


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