Top Tips for Prospectus Production

Many schools produce their prospectus in-house, which obviously saves them on production costs, but is it economical in the long run?

The school might be massively over-subscribed, have fantastic academic results and believe they do not need a glossy brochure to promote their school, but having a well designed and executed prospectus, using an experienced photographer, copy writer and creative design team and produced by a professional company, has many more advantages than just pupil recruitment alone.

A school prospectus is not only a valuable source of information for prospective parents; it is also a statement of what your school stands for. It is often used as "the face of the school" to the outside world, generating interest not only to parents but potential employees too. The ultimate goal is to develop and enhance the school's profile by creating a unique and stunning prospectus that reflects the strengths, ethos and philosophy of the school, which the Head Teacher, staff and the school community is proud of.

The 4 main core elements to producing a successful prospectus.

1. Choosing a Design Agency

2. Creative Design

3. Eye Catching Photography

4. Professional Copywriting

Here are some tips on producing a stunning, well-managed and professional prospectus.

1. Choose a company to suit your needs

Ideally the prospectus should be given to a design agency with a proven track record in the education sector. One who understands the specific needs of the school and whose style and portfolio of prospectuses suits your preference. Request references where possible from other schools and always choose a company whose pricing structure is tailored to the educational market and offers 'good value for money'.

2. Design

Initially work with an appointed designer to create a clear and concise design brief; once agreed the design team should provide 2 or 3 conceptual designs to choose from. Whether the requirement is for a traditional, modern or contemporary design, it is paramount that what you choose reflects the character of the school and becomes the first step in the development of the school brand. It is important to create this initial branding for the school in order to portray a strong image that is representative of the school culture and is instantly recognised by the audience being sort.

When choosing the size of the prospectus, be aware of the impact of recent postage postal sizes and cost changes and try to keep the size of your prospectus in-line with a standard C4 envelope.

It is important for schools to recognise the value of producing the whole package when developing their marketing strategy. If budgets allow, try to produce the additional information booklets professionally as this will add to the finishing touch of the prospectus and, will again, reinforce the developing brand of the school. To build a strong brand a school needs to ensure consistency and clarity wherever the name of the school is seen, this can be reinforced by producing brand guidelines.

3. Photography

It is essential to use a professional photographer. A professional photographer will use high quality digital equipment and have the experience to really capture your students and the school environment. A photographic shoot is a highly specialist process that demands a great deal of planning and expertise. Make sure a photographic schedule is produced before the photo shoot and that the photographer receives it in advance. This is important because he will need time to study it, become familiar with what is required and arrange to bring the correct equipment.

4. Copy

For the main prospectus, make the copy concise and interesting. Use punchy titles and keep body text to a minimum and remember, the quality of copy is more important than the quantity. Use testimonials from students and parents as well as Ofsted quotes throughout the prospectus. This is an ideal way to capture the attention of prospective parents who may ordinarily only scan the pages. Put any detailed additional information (i.e. uniform requirements and exam results) in the supplementary booklet and be sure to proof read the copy several times - it is not possible to "over" proof read!

Most design agencies will offer professional proofreading, an affordable 'part-edit' service based on existing copy, but which is re-written by a professional copywriter or the full copy writing service.

There are two levels of copywriting service normally available:

A. Professional Proofreading

Cleverbox offers a proofreading service which assesses text for grammar, syntax, spelling, punctuation, consistency and traditional proofreading elements, as well as for readability and tone of voice. The entire service is designed to do exactly what the rest of the production team is doing: helping to polish the text, so that it is as error-free as possible and communicates with the greatest clarity.

B. Copy Editing - Part Edit

A copy writer will take existing text and re-write it, adding clarity, sparkle and impact to a prospectus. They will insert supplied quotations from various reports and surveys and add relevant headings where appropriate.

C. Copy Writing - Full Edit

A copy writer will visit the school and undertake interviews with various members of the school community.

If you are interested please contact us or call us on: 0208 466 7222