Admissions Marketing: Visit Map

Creative & Art Direction | Marketing Strategy

Design: Beth Elzer
Illustration: Raymond Biesinger

Audience 

Prospective students for Carleton College, specifically U.S. high-achieving high school seniors. 

Goal 

Encourage students and their parents to consider visiting Carleton, knowing that location is a primary barrier. 

Design Challenge 

Create a self-mailer that stands out from the crowd and weaves in student voices. This project was originally developed in the pandemic, when campus visits were paused. So, it needed to convey a sense of place and personality.

Cover of Detour From the Ordinary
Flat lay of admissions marketing map

Inspiration: Vintage travel maps + New York Time’s 36 Hours features

Inspiration 

Vintage travel maps + New York Times' 36 Hours features.

Strategy 

Connect Northfield to the Twin Cities, feature first-hand intel and experiences from current students, and offer a unique format.

hands holding admissions map
map unfolding
detail of map
back side of map
Map partially unfolded

Bold call-to-action panel

36 hours spread in Twin Cities and Northfield

Proximity to Twin Cities clear

full campus map on the back of the mailing piece

Large map allows for meandering exploration