These viewbooks are full of 3-D photography and a lively color palette of reds and blues, as well as other vibrant supplemental colors. According to Dawn Pick Benson, director of marketing and communications, these viewbooks stand out from competitors.

This 36-page viewbook for prospective students is full of information about all the aspects that make Cornerstone a great place to further one’s education. Academic programs, spiritual life, community and social life, athletics, global opportunities and other information that a student would want to know about Cornerstone is in this viewbook. Packed with 3-D photos of the campus, faculty and students, it accurately depicts what Cornerstone is like, according to Pick Benson.

According to Pick Benson, “the concept behind the CU in 3-D campaign is that at Cornerstone University, we see students in 3-D.” Cornerstone perceives students as more than just their high school GPA and ACT score, and they recognize that academics are only one dimension of students.

Kaleb Klotz, an admissions counselor at Cornerstone, said that he feels that this will be a good depiction of Cornerstone because this University sees students as multi-dimensional.

Although Cornerstone wants to further develop student’s academic potential and abilities, they know that they are much more than that. Students have strengths as well as weaknesses. They also have passions, goals, and a heart for Christ.

“[This campaign] speaks to the heart of students who are looking for a great education, and who also want to develop spiritually and emotionally in an atmosphere full of fellow students who love Jesus and professors who care about them,” Pick Benson said. “This is what we’re passionate about at Cornerstone, and I think this sets us apart from a lot of other schools.”

Pick Benson felt that this was unlike any other college’s information that is sent to prospective students, since she knows of no other university that has produced a 3-D viewbook.

In conjunction with the Image Group, the Cornerstone University marketing and communications office and the admissions office worked to develop this distinctive campaign. The image group designed the first pieces of this endeavor, and the marketing and communications and admissions offices worked with them to guarantee that the concept accurately mirrored the Cornerstone community, said Pick Benson

For about three years, Cornerstone has been using the SOAR campaign in order to draw students on campus, but typically in higher education, an admissions recruitment campaign lasts two or three years, said Pick Benson The University felt that it was time for a change.

Just like in the past, students are mailed brief information about Cornerstone. However, now students must go to www.CUin3D.com to fill out a request form for more information. When a prospective student seeks information about Cornerstone, they receive the viewbook along with a pair of 3-D glasses.

Admissions counselors will be using this new campaign this fall to recruit students for the 2010 – 2011 school year, Pick Benson said. New travel displays and literature will be traveling with Cornerstone’s Admissions Counselors to college fairs and high school visit days. An admissions Web site on www.CUin3D.com reflects the message of CU in 3-D, and it allows students to see a small gallery of 3-D photos.

Ads have been placed in the Grand Rapids Press, the Grand Rapids Business Journal and the Grand Rapids Magazine.Cornerstone is considering other options as well in order to further advertise this campaign.