The piece is also an excellent opportunity to build the University brand. Written in the 'Your University' voice ("This is Your Chance"), the concise copy integrates concepts from the brand pillars (e.g. "...globally competitive research and learning..." and "...premier education...") and simultaneously educates prospective students about the variety of available financial aid and scholarship opportunities. The 'Your University' voice is also supported by the image of happy, engaged students (also shows a sense of community -- brand pillar #3) and an "I" graphic strategically placed around an empty seat, which conveys the message: "imagine yourself sitting here."
Thumbnails and links to related pieces go there. 3 or 4 max.