{"id":3506,"date":"2026-10-08T22:28:55","date_gmt":"2026-10-08T14:28:55","guid":{"rendered":"http:\/\/www.passmarx.com\/blog\/?p=3506"},"modified":"2026-10-08T22:28:55","modified_gmt":"2026-10-08T14:28:55","slug":"what-programs-and-facilities-should-a-college-brochure-and-booklet-emphasize-4bd6-745100","status":"publish","type":"post","link":"http:\/\/www.passmarx.com\/blog\/2026\/10\/08\/what-programs-and-facilities-should-a-college-brochure-and-booklet-emphasize-4bd6-745100\/","title":{"rendered":"What programs and facilities should a college brochure and booklet emphasize?"},"content":{"rendered":"

Hey there! If you\u2019re reading this, chances are you\u2019re deep in the thick of prepping a college brochure or booklet \u2014 maybe you\u2019re on the marketing team at a small liberal arts college fighting for attention against big-name state unis, or a community college trying to show you\u2019ve got way more to offer than just night classes. Full disclosure: I\u2019ve been in your corner for years, printing those exact pieces that end up in every guidance counselor\u2019s office and high school mailroom. I\u2019ve seen what works, I\u2019ve seen what gets tossed in the trash before a student even makes it to the car, and today I\u2019m breaking down exactly what you should be emphasizing to make those booklets work for you. Brochure and Booklet<\/a><\/p>\n

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Let\u2019s cut to the chase: students these days don\u2019t just care about \u201cgreat academics\u201d or \u201ca vibrant campus.\u201d Those are throwaway lines that every college prints. When a 17-year-old is deciding where to drop $50k a year (or way more), they need tangible, specific answers. Let\u2019s start with programs \u2014 because that\u2019s the first thing someone asks when they pick up your brochure. Not all programs are created equal, and you need to highlight the ones that actually solve their problems.<\/p>\n

First, lean into \u201ccareer-aligned\u201d programs, not just \u201cacademic\u201d ones. Wait, let me explain \u2014 I don\u2019t mean you have to ditch your history or philosophy majors, but frame them around what comes after graduation. I worked with a small liberal arts college in New England last year that used to just list \u201cBachelor of Arts in English\u201d and nothing else. We tweaked their brochure to say \u201cBA in English with a Professional Writing Concentration: 82% of 2023 grads landed content creation or technical writing roles within 6 months, including 3 at local publishing houses that recruited directly from our capstone projects.\u201d That tiny shift? Their inquiry rate from potential English majors jumped 40% in one semester. Students don\u2019t want to major in something just to \u201cfind themselves\u201d (well, some do \u2014 but a lot want assurance they won\u2019t be stuck waiting tables post-grad). So for every program, add a quick, real stat: internship placements, job titles recent grads hold, companies that hire your students, even the average starting salary (as long as it\u2019s accurate \u2014 don\u2019t fudge that; word travels fast on college forums).<\/p>\n

Also, stop hiding your niche programs. So many colleges treat their unique offerings like a secret. You have a wildlife conservation program that partners with a local national park? A digital media program that lets students work on actual ad campaigns for local nonprofits? A engineering program focused on renewable energy? That\u2019s your gold. Big state schools might have more general programs, but your niche is what makes you stand out. Last year, I worked with a community college that had a top-rated welding program \u2014 they used to tuck it in the back of their big booklet. We moved it to the front, added photos of students working on real construction projects, and included a quote from a 2022 grad who now makes $75k a year with benefits. Their enrollment in that program went up 60% in a year. Niche programs aren\u2019t \u201cside projects\u201d \u2014 they\u2019re the reason a student picks your school over the one 30 minutes down the road.<\/p>\n

Now, onto facilities \u2014 and this is where I see the most mistakes. Colleges either show every single building (including the old gym no one uses anymore) or only show the brand-new dorm that was just built. You need to show the facilities that matter to real students, not just the ones that look good in photos.<\/p>\n

Let\u2019s start with the ones that solve daily annoyances. Students hate waiting in line for dining hall food. They hate having nowhere to study between classes. They hate broken dorm laundry machines. So show the stuff that fixes those problems. For example, if your campus has a 24\/7 study space with free coffee, printers, and quiet rooms for exam weeks \u2014 that\u2019s a big one. If your dining hall has a vegan station that\u2019s actually popular, or a late-night spot that\u2019s open till 2 a.m. for cram sessions \u2014 don\u2019t just say \u201cgreat dining,\u201d show that. I remember a brochure for a public university that showed a photo of their campus laundry room with new machines and a lounge area with couches and a TV. The caption was \u201cNo more waiting around for laundry mid-term week.\u201d A high school senior told their guidance counselor that photo made them choose that school over another because they\u2019d dealt with broken laundry machines at a friend\u2019s college. That\u2019s the power of the right facility photo.<\/p>\n

Also, don\u2019t sleep on \u201chidden\u201d facilities that support programs. Your nursing program has a simulation lab with hospital beds? Your marine biology program has a research boat? Your film program has a fully equipped editing suite with the latest Adobe software? Those are way more important than the football stadium (unless your whole school is built around football, which most aren\u2019t). Last quarter, I worked with a film school that used to put a ton of photos of their campus quad. We swapped those out for photos of their editing labs, a screening room where students show their work, and a photo of a recent grad\u2019s short film on the screen (with their permission, of course). That booklet got passed around film departments at high schools all over the state, and their incoming class size went up 25%. Students want to see where they\u2019ll actually be learning, not just where they\u2019ll hang out between classes (though hangout spots matter too \u2014 we\u2019ll get to that).<\/p>\n

Wait, let\u2019s talk about the balance between \u201chard\u201d facilities (labs, dorms, classrooms) and \u201csoft\u201d ones (the stuff that makes students feel like they belong). This is where so many colleges drop the ball. They\u2019ll show a fancy science building but say nothing about how the campus has a peer mentorship program for first-year students, or a mental health center that offers free weekly workshops, or a club that brings together queer students with similar majors. Let\u2019s be real \u2014 college is as much about growing as a person as it is about getting a degree. So your brochure needs to include both. For example, next to a photo of your new dorm, add a line about each room having a mini-fridge and microwave, and that every floor has a common space with a game night and movie nights every Friday. Next to a photo of your library, mention the free tutoring services available there and the stress-relief puppies that visit during final exams. Those small details make a big difference \u2014 especially for students who are leaving home for the first time and nervous about feeling lonely.<\/p>\n

Let\u2019s also address what not to emphasize. I\u2019ve seen brochures that have 10 pages of photos of the football team and almost nothing about academics. Or ones that brag about being \u201cthe most beautiful campus\u201d but don\u2019t say a word about how many students get financial aid (spoiler: most students care way more about affordability than pretty trees). Affordability is huge \u2014 and I\u2019m surprised how many colleges hide that. If you offer grants and scholarships that cut tuition by 30% for in-state students, or work-study opportunities that let students earn money while taking classes, that needs to be front and center. Students are stressed about debt, so being transparent about that builds trust. Last year, I worked with a private college that used to put financial aid info in the back, tiny and hard to read. We moved it to the second page, made it clear, and included a breakdown of average student debt vs. the average starting salary for grads. Their application numbers went up because students realized they wouldn\u2019t be buried in loans after graduation.<\/p>\n

Another thing: keep it real. Don\u2019t use fancy jargon, don\u2019t take photos that look like they\u2019re from a movie set (no, every student doesn\u2019t look like a model at a graduation). I once got a draft of a brochure where the photos were so staged \u2014 students were all smiling perfectly, no one had a backpack or a coffee \u2014 that a high school student emailed me saying \u201cthis doesn\u2019t look like actual college.\u201d So much so that their guidance counselor told them not to apply. Use real photos of real students. Let them be messy, let them be laughing, let them be studying at a dining hall table. That\u2019s relatable. Students connect with that way more than perfect, posed shots.<\/p>\n

Wait, let\u2019s circle back to programs for a second. What about for community colleges, which often have a mix of traditional students and working adults? They don\u2019t care about \u201c100% campus involvement\u201d \u2014 they care about night classes, flexible schedules, and programs that let them get a certification in a few months so they can get a better job. I worked with a community college in Chicago that adjusted their booklet to lead with their 6-month certification programs (medical assisting, IT support, HVAC) and their online class options that let students work during the day. They still mentioned their associate degrees, but they put the fast, career-focused programs first. That\u2019s exactly what their target audience needed. It\u2019s not one-size-fits-all \u2014 your brochure should match your school\u2019s specific student body.<\/p>\n

And for the facilities, don\u2019t forget about accessibility. That\u2019s a big one that a lot of colleges overlook. If your campus has ramps for all buildings, accessible bathrooms, a disability services office that helps with note-taking and testing accommodations, that needs to be in your booklet. Students with disabilities (and their parents) are actively looking for that info, and it builds loyalty. I had a client who added a single line to their facility section: \u201cAll campus buildings are ADA-compliant, and our disability services office has a 98% satisfaction rate from students.\u201d That line alone brought in 15 inquiries from students who had previously ruled out other schools because they didn\u2019t know about their accessibility services.<\/p>\n

Now, let\u2019s talk about tone. This is my biggest pet peeve with college brochures \u2014 they all sound the same, like a corporate ad. \u201cEmpower your future at [School Name]!\u201d \u201cAchieve excellence here!\u201d Yawn. Students don\u2019t want to hear that. They want to hear things like \u201cWe get that college is overwhelming \u2014 that\u2019s why we have a team of advisors who will help you pick classes, figure out financial aid, and even connect you with a place to live if you need it.\u201d Or \u201cOur nursing students don\u2019t just practice on mannequins \u2014 they start working with real patients at local clinics their sophomore year.\u201d Keep it conversational, like you\u2019re talking to a student sitting across from you at a coffee shop. Use phrases like \u201cwe\u2019ve noticed\u201d or \u201chere\u2019s what makes us different\u201d instead of formal, stuffy language. I always tell my clients that if their brochure sounds like it could be a text from a college rep, they\u2019re on the right track.<\/p>\n

Wait, let\u2019s make sure we\u2019re not missing anything. What about extracurriculars? Yes, but only the ones that matter. Don\u2019t list every single club \u2014 pick a few that show diversity. You have a poetry slam club, a robotics team, a club for first-gen students, a community garden? That\u2019s enough. Don\u2019t waste space on a club that only has 5 members. Students want to know they\u2019ll have options, but they don\u2019t need to know every tiny group. And pair those with a quick note: \u201cOur robotics team won a regional competition last year, and they work with local businesses to build real projects.\u201d That\u2019s way better than \u201cwe have many student clubs.\u201d<\/p>\n

Now, wrapping this up, because I know you\u2019re swamped prepping these booklets. Let\u2019s recap the key things to emphasize, no matter what kind of college you are: programs that are career-aligned, specific, and niche; facilities that solve real daily problems, highlight program-specific spaces, and include the \u201csoft\u201d stuff that helps students feel at home; affordability and accessibility that\u2019s clear, not hidden; and a tone that\u2019s real, not stuffy. And one last tip: when you\u2019re designing, leave a little white space, don\u2019t cram every page full of text. Students are busy, they\u2019ll only spend a few minutes looking at your brochure \u2014 make the important info easy to find.<\/p>\n

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If you\u2019re prepping a college brochure or booklet right now and need help making it hit those notes, I\u2019m here. We\u2019ve worked with schools of all sizes, from tiny art colleges to big community systems, and we know how to craft pieces that don\u2019t get tossed in the trash. Hit us up to chat through your needs, tweak your content, or help you design something that actually works for your students.<\/p>\n

Brochure and Booklet<\/a> References<\/p>\n

    \n
  1. National Association for College Admission Counseling. (2022). College Marketing Trends Report: What Prospects Actually Prioritize.<\/li>\n
  2. U.S. Department of Education. (2023). Student Decision-Making in Postsecondary Education: A Survey of High School Seniors.<\/li>\n
  3. Higher Ed Connect. (2024). Effective College Brochure Design: Insights from Enrollment Data Analysis.<\/li>\n<\/ol>\n
    \n

    Jiangyin Kingma Printing Co., Ltd.<\/a>
    As one of the most professional brochure and booklet manufacturers and suppliers in China, we also support customized service. Please feel free to wholesale bulk high quality brochure and booklet in stock here from our factory. Welcome to contact us for quotation.
    Address: 803 Binjiang West Road, Jiangyin City, Jiangsu Province
    E-mail: 275695527@qq.com
    WebSite:     https:\/\/www.kingmaprinting.com\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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