"Why: The objective of this piece is primarily for admissions yield. A custom direct mail piece was designed to connect with prospective students who have applied, been accepted, and have not yet deposited. The goal was to encourage the students to make their deposits.
How: The rough size of a cell phone was used as a form factor. The piece was grommeted so it could be fanned out on an admissions table or guidance counselor's desk to allow users to leaf through easily so they are able to choose what they want to focus on immediately.
Each card highlights actual Instagram posts from various University at Albany students to illustrate what it is like to be a student on campus. The reverse of each card contains a quick fact about the university that is directly related to the post. The last card is a blank post with a silhouette of a graduate to allow them to see themselves in that spot, as a future student.
Results: We have had positive anecdotal results, both in person and through social media posts. For example, one prospective student posted: "UAlbany sent me a cool package with Instagram posts. I might have to take them up on their offer." Although we are still early in the yield cycle, deposits for freshmen are up nearly 30% over our three-year average and transfers are up about 7%."
From the Judges
Nice concept focusing on IG posts, which is where this target audience spends a lot of time. The results are strong along with the use of resources.
