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First impressions count therefore it is essential that the reputation and professionalism of a school is reflected in a high quality prospectus design. A prospectus forms a link between a school and the public and is a key piece of design & marketing that could either encourage or discourage interest in the school.

In order for a school to successfully sell itself to students and parents alike the material provided needs to be visually stimulating and claim to offer something different to other education institutions. The school prospectus design also needs to reflect the identity of the school and its own unique message whatever that may be.

If the prospectus has a professional feel then the reader will automatically associate the school with professionalism and therefore will be more likely to take the next step in paying the school a visit and perhaps even enrolling. It also helps to heighten the overall reputation of a school. It is important to remember to view a prospectus as a key marketing tool in order to create more business for the company i.e. the school.

The target audience is also of great importance. A prospectus must have a visually engaging design in order to capture the attention of a child whilst retaining an element of professionalism that will impress the parents. It is about creating a balance. For example, children, are not likely to be impressed solely by the academic success of the school and perhaps will be more interested in the facilities the school has or maybe the groups or societies that they are able to join. Whereas parents may want to see how the school ranks in relation to others in the area and would be interested in the comments and opinions of fellow parents of students both past and present.

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