General:
-matte, not semi-gloss
-the cover of the brochure should be in a darker color
-serif fonts
Pictures:
-a 'diverse' group of kids, possibly walking somewhere (a girl would need to be holding her books against her chest in this photo)
-some kids sitting on grass
-an instrument of some type
-football or basketball
-a less popular, or even intramural sport
-a professor (male, BTW) standing in front of a small class, with a piece of chalk in his hands, making some kind of demonstration with his hands
-a close of of 3-4 kids and a professor in front of something complicated
-kids sitting in a dorm room
Words:
-make the boring 'facts' section more FUN! by spicing it up with things like "35,000 creative, inspired individuals"
-mention how many # of majors (even though nobody actually majors in Sanskrit or pre-Colombian poetry)
-make the class sizes seem small in some way, even if the campus has 50,000 students
-make it sound close to things, even if it is 4 hours from the nearest airport
-career opportunities should sound limitless, even if the only people who recruit there are loan sharks and Amway (this section gets 1 page if it is undergrad brochure, 2-4 pages if it is an MBA brochure [with LOTS of talk about money] and < 1 paragraph if it is a PhD brochure)
-make tuition sound like a non-issue by making it in small type and mentioning financial aid right after
-be vague about anything about selectivity, since it will encourage dumb kids to apply to hard schools (lowering your admissions rate for the rankings) and make a less selective school feel more exclusive. Instead, focus on diversity and how many states the kids are from
-a quirky discovery/news story, like a student discovers that mice are gifted hagglers or fish can read or something
-words: COMMUNITY, individuality, experience
