Don’t waste money on a poor prospectus

Most prospectuses look the same? Unfortunately, there is an element of truth in this, according to Jon Willcocks

This trend is driven by two factors:
1 Design agencies could be guilty of selling beyond what they are prepared to deliver. By cutting costs and failing to undertake thorough research, the prospectus falls short of conveying the distinctive qualities of each school; or
2 The school has driven the costs down so low that they get what they pay for, and the product lacks integrity and fails to represent the school in a distinctive way to help parents to be sufficiently informed about the advantages of the school.

There is a valid need to ensure that the marketing budget is getting good value for money. Some web design agencies claim that the printed prospectus is now redundant. This is as logical as Sky announcing that libraries and bookshops should close. The argument is that school websites are accessible, that the experience of viewing a school on the web is more compelling than looking at a printed prospectus. Furthermore, there is the claim that page-turning software allows the viewer to experience the same sensation as turning a page in a book. This software is readily available (free on www.myebook.com) and yes, it has its charm, but be warned, the media does not become the message.

It is important to distinguish between what is commercially advantageous for a website production company and what is strategically important for the school. Major car manufacturers and property developers still use the printed brochure in conjunction with websites to market their products, for instance.

The medium, however, is not the message. Both the website and the prospectus work in different ways to promote the school’s benefits. The prospectus, if well researched, can convey qualities about a school in ways the website may never achieve.

Solving what, exactly?
Many schools complain that web agencies offer design "solutions" that fail to promote a thorough understanding of the dynamics of their school. There is a trend where the true qualities of the school are being lost in the name of cost-effectiveness. The ability of the prospectus to share distinct differences between one school and another are vanishing. There is a plethora of images of smiling children that give little idea of what a school really has to offer.
 
The primary task of the prospectus is to excite and inform, but not to disclose all. Its purpose is to reflect the qualities that make each school special; it is only by a thorough understanding of the school that this is achievable. It needs to persuade parents and children to want to know more and visit the school.

There is no doubt that academic skills are vitally important so, inevitably, many prospectuses are full of uninspiring classroom shots. But it is vital to cover the broader aspects of the curriculum. These play a crucial part in a balanced education, and need to be covered in a well-researched prospectus. Examples of this can be found in sport, which cultivates teamwork and co-operation, drama, music and art, which encourages creativity, individuality and enriches the soul. Vigorous debate builds confidence and self-esteem. Outward bound courses help to build interdependence and initiative. Social concern initiatives enable children to experience the rewards of helping the less fortunate members of our community.

Design and understanding
A clear understanding of the school drives the quality of a good design. These factors include its location, its ambience, its history, and what is it, specifically, that the children enjoy about the school? It could be the brilliant teaching, the exceptional staff-pupil relationship, the friendly atmosphere, and a spirit of mutual respect. These are factors that are difficult to capture without a deeper knowledge of the school. Prospectuses will be different in appearance if they honestly reflect the life and spirit of unique institutions.

Too many prospectuses are superficial, because there has been insufficient thinking at the outset. So don’t waste your money on yet another prospectus unless it differentiates your school from the competition.

All schools have their own distinct character and benefits and it is the responsibility of the designer to tease out those qualities to do justice to the school. Only then will your prospectus stand out, because the difference has been driven by a demand for excellence.

Jon Willcocks runs Jon Willcocks Associates: www.jwaltd.com

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