Prospectus Design: Formats, Features, and Must-Have Content for Schools and Academies

A prospectus is more than just a brochure — it’s your organisation’s shop window. Whether you’re a school, college, or academy, your prospectus shapes first impressions. It conveys your ethos and guides potential learners or clients to take action.

In today’s competitive environment, the way you design and deliver your prospectus matters just as much as the content inside it. From traditional print to interactive online experiences, here’s an overview of the main prospectus formats. I’ll also highlight the key content you should include to make it effective.

1. Printed Prospectus

Best for: Face-to-face recruitment events, school liaison, community outreach, and audiences with limited internet access. It’s also great when you want to impress with the look and feel of a printed document.

Design formats:

• Booklet format (A4 or A5, stapled or perfect-bound) for a comprehensive, formal feel.

• Fold-out brochure (Z-fold or gatefold) for a concise, visual-first approach.

• Panoramic (210 x 148mm) offers a unique visual look, ideal for schools with stunning image spreads.

• A5 Format (148×210 mm) – compact and cost-effective.

• Alternative Sizes – There isn’t really any specific format.

  
  

Advantages: Printed prospectuses have a tangible, keepsake quality. They are easy to distribute at events and need not be too expensive if you opt for digital print quality. Go Pantone for a high-quality finish.

Key content for print:

• Clear front cover with strong imagery and branding.

• About Us / Mission Statement.

• Course or service listings with concise descriptions.

• Entry requirements or eligibility criteria.

• How to apply or enrol.

• Contact details and social media links.

• Testimonials or success stories with photos.

  
  

2. Digital Download (PDF)

Best for: Quick distribution via email, website downloads, and virtual open days.

Design formats:

• Optimised for screen reading (single-column layouts, larger text). We can format any layout with our own flipping magazine.

• Hyperlinked table of contents for easy navigation, which can also include embedded videos.

  
  

Advantages: This format is low-cost, eco-friendly, and easily updated.

Key content for digital:

• All print content, plus embedded links to application forms or course pages.

• Clickable email and phone numbers.

• Optional embedded videos or QR codes linking to media.

  
  

3. Interactive Online Prospectus

Best for: Organisations wanting to offer an immersive, multimedia experience.

Design formats:

• Hosted microsite or dedicated prospectus webpage.

• Scrolling design with animations, video, and downloadable sections.

  
  

Advantages: Always up-to-date, integrates with CRM and analytics, and is accessible anywhere.

Considerations: Requires more technical build and ongoing maintenance.

Key content for interactive:

• Engaging welcome video from leadership.

• Searchable course or service database.

• Interactive campus or location map.

• Real-time chat or enquiry forms.

  
  

4. Hybrid Format (Print + Digital Integration)

Best for: Maximising reach by combining tangible print with rich digital media.

Design formats:

• Printed prospectus with QR codes linking to course videos or application portals.

• Mini-guide handouts with prompts to visit the full online prospectus.

  
  

Advantages: This format is flexible and appeals to multiple audiences, bridging offline and online marketing.

Considerations: Needs cohesive design so print and digital feel unified.

Key content for hybrid:

• Shortened course/service descriptions in print with “Find out more” QR links.

• Strong visual branding consistent across formats.

• Teasers for digital-only content (student interviews, 360° tours).

  
  

Essential Content Checklist (Any Format)

Regardless of format, your prospectus should:

1. Be audience-focused – Speak directly to the needs, motivations, and questions of your target audience.

2. Communicate value – Highlight unique selling points and success rates.

3. Make it personal – Use quotes, case studies, and images of real people.

4. Include clear calls to action – “Apply Now”, “Book a Visit”, “Speak to an Adviser”.

5. Ensure accessibility – Easy to read, well-structured, and inclusive for all.

   
   

Final Thoughts

A well-designed prospectus doesn’t just inform — it inspires action. Choosing the right format means balancing your audience’s preferences, your budget, and your update cycle. Whether you opt for traditional print, fully digital, or somewhere in between, we can design and print it for you. Plus, we can include the digital version for free.

By focusing on these elements, you can create a prospectus that truly stands out. Remember, your prospectus is not just a document; it’s a powerful tool that can help you connect with potential students and showcase what makes your institution unique.