Cornell University Johnson at Cornell University

Inside Johnson

Recruiting goes green

At the start of this year's MBA recruiting season, the Johnson School made a bold move, deciding we would no longer print the lengthy, four-color, glossy viewbook that all universities produce to showcase their program, students, faculty, and alumni. Rather, we created the first interactive viewbook, a rich media tour of the Johnson School and its programs, and loaded it onto a reusable USB jump drive.

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Designed to allow prospective students to customize their journey through the information, the presentation's 'host' walks the prospective student through the various categories and gives a one-to-one virtual presentation and tour of the Johnson School. By clicking on embedded videos, prospective students meet Dean Joe Thomas, the admissions director and other staff, and current students. Prospective students are immediately linked into the Web site to apply, find out more information, schedule a visit, or communicate with current students via email and message boards.

"Communication preferences of the MBA students we're recruiting have changed," comments Randall Sawyer, director of admissions. "Prospective students are relying more on real-time communication technology such as Web sites, emails, and blogs. They are looking for more tailored and interactive communication. Our interactive viewbook not only saved tens of thousands of dollars in print, design, and mailing fees, but it's putting information in the hands of prospective students how and when they want it."

The new viewbook format caught the attention of Phil Mintz, editor of Business-Week.com's Business Schools channel, who made special mention of it in a post on the site's admissions blog on Oct. 30, 2008.


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