Award: Silver

Institution: University of Maryland Baltimore

Title of Entry: Entry-Into-Practice Student Recruitment Package

About this Entry: For years, the University of Maryland School of Nursing’s admissions team relied on “slick sheets” as their primary recruitment publications. These 8.5 x 11” sheets were printed on glossy stock but were so dense in content and vanilla in design that they did little to enthuse or engage prospective students. (See uploaded example.) In collaboration with the Office of Admissions, we overhauled these publications for our entry-into-practice nursing programs, our Bachelor of Science in Nursing and our Clinical Nurse Leader master’s option.

Because prospective students sometimes choose between the two programs (someone with a previous bachelor’s degree may opt for a second bachelor’s or for a master’s), we strove to achieve a cohesive package that works to elevate our brand, is convenient for our admissions team to carry, and reflects the core of what we do, which is to develop exceptional nurses. It also was important to our admissions team that the publications were easily distinguishable from each other, so we chose contrasting colors from the University’s primary color palette.

We aimed to provide information that was value added, well organized, and easy to consume. This pair of eight-page booklets for prospective students who want to become nurses helps them decide which path they want to take to the profession.

These publications state, in no uncertain terms, who we are and what we do. When you leave our institution, you will have become a NURSE, with all of the responsibility, ability, and respect that comes with this critical title.