"Turning heads and keeping hearts connected to Waterloo. Graduates used to receive a handbook along with their diplomas at convocation. While on-brand and a great resource for alumni, the piece was text- and link-heavy. Then COVID hit. In-person events were cancelled and the handbook now needed to be mailed, giving us an opportunity to rethink the piece.
To reimagine the piece for a new online format, we recommended breaking up the content and sharing it in a variety of places. The new integrated approach increased our reach, connected with our alumni, and the digital publication became the single largest driver of traffic to the ‘update your address’ form."
From the Judges
An very relatable program. Many institutions aim to engage recent graduates, and this program provided a creative solution with good return on investment. Changing from a physical handbook to a digital one in perpetuity saved the institution money, as well as increased traffic to their "update your address" page.
