Talk to both the heart and the head.
Tempting as it might be for colleges to seek a broad appeal — and who wouldn’t in this competitive landscape? — we find we help them get farther when we focus, laser-like, on the narrowest possible pool. At St. John’s, one of the nation’s oldest colleges, the academic program is built upon the Great Books. With that in mind, we crafted an admissions campaign that targeted a single audience: young, naturally inquisitive free-thinkers. Instead of trying to sell their brains on the value of the curriculum, we spoke to their hearts by appealing to something they loved.
"DISTINC_ gets to know you better than you know yourself and helps you tell your story better than you have ever told it before.”"
— Yvette Sobky Shaffer, Director of Admissions at St. John’s College