Why Print Marketing is Not Dead

Why Print Marketing is Not Dead

Even as schools turn to digital marketing for information dissemination, promotions, and virtual campus tours, print marketing continues to remain a cornerstone of marketing. There are many reasons why schools believe booklets, custom stationery, and course catalogs to be essential and irreplaceable. 

Tangible and tactile, hence more memorable

We engage better with things we can see and touch. Anyone can slip your school booklet into their bag and show it to others easily without having to type your school’s name on their mobile phones or retrieve the saved website from their bookmarks. It is easy to forget the name of your school or find a particular page on your website that has the information they need. 

Going through a booklet can also be engaging for many parents or students. After device fatigue, they may prefer to read from a booklet and – if they find quality visuals and key information in it – become engrossed and connect with your institutional brand. 

Print ads are the most trusted form of advertising

A whopping 82% of US consumers trust print ads over other advertising media, including TV ads, radio ads, billboards, video ads, and search engine ads. As a more concrete medium, print generates trust more quickly than an internet ad or a promotional YouTube video. Schools have the opportunity to capitalize on consumers’ perceptions by utilizing both print and digital marketing for branding and ongoing communications. 

For printed marketing collateral to make an impact, it needs to reflect quality and professionalism. An appropriate custom design with elegant typography, illustration, and photos can weave readers in and encourage them to find out more about your school. 

Print and digital media both have a role to play in an age of omnichannel marketing. If a prospect first learned about your school via a Google search, they may request a booklet online. Should a prospect’s first introduction to your school occur via a booklet shared at an event, then they might use the URL and email id on the booklet to visit your website or contact you online. 

Print marketing has a healthy response rate

Direct mail offers a 29% return on investment. Consumers don’t bin everything they receive in their mailbox. Targeting marketing – sending brochures and flyers to new residents in the area – can yield excellent results. 

Printed marketing materials also fulfill an essential requirement – reaching those members of your audience who aren’t regularly online. You have the opportunity to distribute your school booklets in high traffic areas or locations frequented by parents – shops, banks, children’s clinics, and parks. 

All essential information in one place

Printed marketing material collate all essential school information and marketing messages in one, easily accessible place. All prospects have to do is flip through school booklets! This is not the case when a parent who isn’t digitally-savvy browses your website for information. A parent who is in a hurry to find specific information about your school may also be better served by a booklet rather than your website.

Digital and print must co-exist to ensure that you get before as large an audience of prospects as possible. Your audience research and media habits should guide your marketing mix, and surely, traditional marketing will feature and deliver value.