Scale Down Your Viewbook for Bigger Impact

Less is more. A whole lot more. The University of Nottingham launched the world’s first micro-prospectus (aka mini-viewbook) last year. It may be tiny, but it is making a huge impact. It has allowed the university to reduce the time and complexities to produce this piece, create print pieces that better serve internal audiences and partners, deliver on the sustainability ambitions of their university, and reduce costs by 96%. Best of all, they have earned the praise of prospects, parents, and peers for their sustainable and innovative creation. 

Check out the University of Nottingham’s 2023 Micro-Prospectus 

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Key Takeaways

• Micro-Prospectus Benefits: The compact design uses minimal materials and a QR code to link prospects to up-to-date digital content, saving resources while improving access to information.
• Eco-Friendly Impact: This approach saved 72 tons of paper and 18,000 kilograms of CO₂, aligning with sustainability goals and appealing to Gen Z’s eco-conscious values.
• Efficient Resource Use: The switch from a full prospectus reduced printing costs by nearly half a million dollars, with digital alternatives enhancing website traffic and engagement.

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Episode Summary

Why Rethink the Traditional Prospectus?

For years, the University of Nottingham had printed extensive, weighty prospectuses, which quickly became outdated and demanded significant resources to produce and distribute. Nicola and Simon recognized the need for a change, noting that both students and parents increasingly value sustainability. Additionally, the pandemic provided a unique opportunity to rethink traditional practices. They sought a solution that would not only reduce environmental waste but also resonate with prospective students and align with the university’s broader goals of modernizing digital marketing practices.

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Developing the Micro-Prospectus

Inspired by a luxury clothing brand’s tag and the idea of minimalism, the Nottingham team devised a micro-prospectus about the size of a business card. This small, eight-sided booklet incorporates a QR code, allowing prospective students to easily access online resources that are more detailed and frequently updated than any printed document. Additionally, the micro-prospectus includes a page dedicated to sustainability, detailing the environmental savings achieved by switching from a full-size prospectus.

To ensure the micro-prospectus met stakeholder needs, Nicola and Simon engaged with various university departments, parents, and students to gather feedback. They tested the concept at early open days, gauging reactions from both prospective students and internal stakeholders, such as admissions and recruitment staff. While some recruiters were initially nervous about losing a traditional resource, digital tablets and the tactile appeal of the micro-prospectus soon won them over.

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Implementing a Broader Support System

The micro-prospectus was just part of a larger shift in how Nottingham approached recruitment. They also created a visually stunning “lookbook” to serve as a physical storytelling piece, showing the student journey from arrival on campus to graduation. This lookbook, however, was only available at in-person events, making it a special addition to complement the micro-prospectus. To support this shift, the team launched the micro-prospectus and lookbook at a major recruitment fair, coinciding with a digital campaign across social media to build awareness.

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Measuring Results and Iterating on the Strategy

The impact of the micro-prospectus was substantial. The environmental savings from eliminating the full-size prospectus were significant, with a 96% reduction in costs and the elimination of 72 tons of paper waste. Traffic from QR code scans increased, with over 17,000 visits to the university’s website in the first year alone. The change not only boosted website engagement but also generated a halo effect, increasing general site traffic and supporting the university’s broader digital transformation goals.

Feedback from peers, parents, and students affirmed the approach’s success, with high praise for its sustainability and modernity. Inspired by the positive response, Nottingham continued to refine the micro-prospectus by enhancing its environmental credentials (e.g., replacing metal components with biodegradable materials) and adapting its design based on feedback from fairs.

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Lessons and the Future of the Micro-Prospectus

Nicola and Simon emphasize that the micro-prospectus allows Nottingham to better segment and address prospective students’ needs. Different segments, such as postgraduate and international students, can receive customized digital resources and personalized tags with QR codes that lead to specific web pages relevant to their programs. They encourage other universities to consider whether the traditional viewbook is truly serving all prospective students or if an alternative like the micro-prospectus could better support both their audience and sustainability goals.

This Episode is Brought to You By Our Friends at Ologie

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