Print and Digital Design
If there’s one thing we know about incoming students, it’s that they are arriving on campus in the hopes of making it a home. They want to build connections, get involved and succeed during their time at OHIO. But the process of transitioning from that first day on campus to the day they become Forever Bobcats can be intimidating and overwhelming. Student Affairs partners with students in that journey, which the Arrival to Forever campaign demonstrated through print, in-person and digital touch points.
Booklet demonstrating the journey from the first day on campus to the last, sent to incoming students
Map of the first week on campus, it can feel chaotic, but there's a world of possibilities
Layout with recommendations for success in the first month and semester on campus
Front and back of the booklet
Adaptation of booklet designs to the students newsletter, first newsletter received by all incoming students
Adaptation of designs for social media stories
Strategy
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Newsletter Analytics
Our team conducted a content analysis of the e-newsletter Keeping Bobcats Informed. This data revealed themes that were a priority to the audience, and a differentiation in the priorities of students living on-campus versus those living independently off-campus. As a result, the newsletter was segmented into four versions to better meet the needs of the readers.
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Relate and Guide
This campaign spoke directly to the incoming students by guiding them through the tumultuous first weeks; making recommendations for a place to grab coffee or eat their first meal, suggesting events to attend, and ways to prepare for classes. The recommendations carried through all four years of college, but the greatest emphasis was placed on support for students during their early days.
Creative
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A Map of the First Week
The booklet began with a map of the first week on campus. Beginning with “Arrival,” readers follow the white dotted line from one major event to the next and benefit from recommendations on how to fill their time along the way.
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Through the Years
Diving further into the booklet, we pull back and provide a few simple recommendations for how to approach the first month on campus, followed by the first semester, each year and finally wrapping up with how to stay involved after graduating — From Arrival to Forever.
Deployment
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Newspaper and Orientation
The campaign kicked off with a booklet insert in the student newspaper, The Post, which was mailed to all incoming students in May of 2021, prior to them attending student orientation on campus.
In June, during orientation, the campaign messaging was presented to students and their parents by Division of Student Affairs leaders.
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Newsletter
Keeping Bobcats Informed is segmented and sent to four audiences every Wednesday afternoon. It serves as a credible and entertaining source for university news, important student updates, content that supports student development and opportunities for involvement and on-campus engagement.
The on-campus student audience received their first e-newsletter on July 14, 2021 featuring the Arrival to Forever campaign.
Behavioral Metrics
28K recipients
35% open rate
10% click-to-open rate
57% mobile opens
43% desktop opens -
Social Media
The campaign was carried over to OHIO Student Life social media — Instagram and Twitter — featuring recommendations for involvement during the first few months on campus.
Roll Call
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Concept development and content strategy by Erika Clusman and Hailee Tavoian. Writing by Hailee Tavoian. Design and art direction by Erika Clusman. Strategy deployment by Erika Clusman, Hailee Tavoian, Isabella Penesse, Chloe Ruffenach and Kara Fazzone.
Ohio University brand developed by Truth & Consequences.
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Division of Student Affairs, Office of the Dean of Students