NCSDO

Occasionally, we get out of the office. And once a year or so, we’re lucky enough to spend a few of those out-of-office hours in the serious, winner-takes-all, no-holds-barred competition known as duckpin bowling. L’Hirondelle Club hosts our motley NCSDO crew (us plus significant others plus babies puts our number at around 30, although it was hard to get the kids to stay still long enough for a formal head count), providing chicken wings and sliders, beer and brownies, to keep us energized and hydrated during the fast-paced contest. Guest of honor for these frames was designer Jen Smith, who was kind enough to get pregnant, and thus give us an excuse to throw a bowling shower. She impressed us all with her form and agility—not to mention victory jumps—despite the bowling ball-esque bump beneath her sweater.

The stealth-applicant/prospect phenomenon is hardly news. In the latest Journal of College Admission, Drs. Stephanie Dupaul and Michael Harris say these students make up nearly 33 percent of the national applicant pool.

And so it is no surprise that yield—rather than direct response—from Student Search has become the more significant metric for ETS purchases. (Even as the traditional admission funnel vaporizes, Student Search remains a stalwart of awareness building, impression making, and new-market introduction.)

But what about the stealthies’ medium of choice? Print gets parents’ eyeballs. The desktop/laptop allows for a leisurely stroll following the e-mail prompt. Handhelds deliver all-important immediacy. All three media have relevance, but because of the growing popularity of handhelds, more and more multi-channel Student Search campaigns are first viewed at 480 x 320 pixels.

Our clients’ campaign analytics reveal that the number of mobile browsers is inching ever closer to that of traditional browsers, but a Student Search recipient is still far more likely to take action via traditional browsers.

So how to plan? Ethan Marcotte, author of Responsive Web Design, suggests designing websites “to be viewed along a gradient of different experiences.” The answer resides not in multiple, platform-specific solutions, but in fluid grids, flexible images, and implanted media queries.

Hobart and William Smith Colleges’ microsite is a responsive design for the stealth era. Above, three devices displaying the same site illustrate how, when a site is done well, the message—at 480 x 320 or 1440 x 900, portrait or landscape—still hangs together.

That’s a nice first impression, any way you slice it.

It can’t have slipped past anybody’s notice that there is more talk about “green” processes and products than ever before.

Until recently, environmentally sustainable printing options were limited, and the perception was that printed material had to look like brown Kraft paper to be environmentally sound. But today’s sustainable products have advanced significantly, offering options beyond simply printing fewer, smaller pieces or choosing recycled fiber. For communicators, the challenge is to identify truly sustainable materials and use them without sacrificing a high-end, polished look.

For instance, sustainability is not simply choosing recycled paper. Paper made purely from 100 percent post-consumer recycled paper is not necessarily more responsible than paper with a smaller percentage of recycled fiber. It takes more energy to acquire post-consumer material of sufficient quality to be used in making new text stock that will print well. De-inking is also an enormous energy drain, and uses more chemicals than making virgin paper. Moreover, too much recycled fiber can cause the printing surface and stability of the piece to suffer.

The good news that there are independent groups who monitor how trees are harvested and provide tools for selecting sustainable paper that will perform beautifully on press. Many papers are also produced using sustainable power sources.

Offset printing is mostly performed with vegetable inks these days, and more printers are gaining carbon-neutral status—and we go a step further by recommending biodegradable, clear poly envelopes. They allow the lovely print piece to show through, as regular plastic would, but they are recyclable, biodegradable, and compostable. We like to point out that this material breaks down without resulting in any toxic residue. (They are even made in the USA!)

Our clients’ efforts at sustainability have proven to be a big hit with prospective students, as reflected in some recent buzz that came back to us:

At first, I was kind of upset because I could not stop thinking about how many trees had been cut down to make this one book and how many toxins were in the fancy ink and paper… until I got to the last page of the book. I was absolutely thrilled to see “committed to being green” section. This brochure is absolutely incredible. Not only was it beautifully designed and informative, but the way it was produced is just unbelievable and exceptional. The vegetable-based ink, recycled paper, using wind power, manufactured with renewable energy, and much more.

After reading the brochure, I looked at the plastic envelope and thought “at least the viewbook was green.” But then I read the little text and discovered that the envelope is biodegradable and non-toxic. Completely blew my mind. I was so excited.

The plastic cover was a “clear” sign of your dedication to the environment. I do hope that recipients are curious enough about the light-hearted tease of hypocrisy and investigate further.
My mother is a state representative and I spent the summer as an intern in her office trying to legislate so much plastic out of our nation’s waste stream. In that work I toured a bio-plastics lab in Cambridge where plastic polymers are being grown in sugar plants. Your presentation shows that the college is on the cutting edge of science and environmentalism and the contents of the plastic overwrap were even more exciting. The environmental details on the back inside cover mattered to me.

Some Ladder visitors may recall a previous post about our work on Boise State University’s identity. (Wait. Who are we kidding? OK. I remember it.) Not only was it the rarest of engagements, in which we developed both institutional and athletic identities, but it led to a surprising application—namely, a branded Horizon Airlines Q400.

This year, the application toolbox expanded yet again, as Nike selected the Broncos to wear its Pro Combat System uniform. The white helmets caused a stir, but we love the gloves.

And Nike’s press release included language we hadn’t thought of:

“Hues of blue and chrome showcase Boise State’s dominance of the sky and mountain, while orange accents underscore the team’s explosiveness. An asymmetrical placement of motifs around the uniform adds to the calculated unpredictability of the Broncos squad.”

Ah, branding.