Many colleges have eliminated their print catalogs in order to save money. For most Continuing Education units, the course catalog is the most important marketing tool they have. Continuing Education is usually targeting working adults, youth, alumni and anyone who is not a traditional credit student. So the branding, design and distribution of the course catalog is very important to the success of Continuing Education.
When I came to UNM Continuing Education, the course catalog design was very typical of an institutional publication. The cover said much more about the institution than the students it hoped to serve. I worked with the Marketing team to gather information about who the customer was, what they valued and how they liked to get their information. This led to the creation of a campaign that was applied to web, radio and print materials, including the catalog. The new catalog design was more like a magazine format. It included images that suggested what kind of learning people could find at CE. It had content menus that led the reader to key sections of the catalog and highlighted new classes.
My team engages in a redesign project each year for the catalog and related print materials that retains the brand integrity, but emphasizes the content that our students are most interested in. I have included just a few of the catalog issues with this article to illustrate the evolution of the design.