From the Nominator

Hillsdale’s parent relations team approached our marketing staff to discuss the need for a piece that would bridge the gap between students' acceptance to Hillsdale and their August arrival on campus for new student orientation. While incoming students receive a flurry of both print and digital communications during that timeframe, their parents were not receiving much communication from the college until just before the semester began. Our solution was to create a brochure for parents of incoming students. This publication would welcome them and outline the parent experience at Hillsdale, from parents weekend to the parents phone-a-thons, and many other ways they could get involved. Using warm and inviting copy and emotive photography, the brochure formed the centerpiece of a mailing that also included a folder, a refrigerator magnet highlighting important events in the upcoming school year, cutsheets featuring a letter from the college president, helpful local information, and a Hillsdale College sticker. All these elements combine to tell parents that they, like their student, are an important part of Hillsdale College—not just for four years but well beyond. The response was overwhelmingly positive; many new parents were impressed with the packet and appreciated the information. Since the mailing went out, there has been an increase in attendance at parent events and in the number of parents who joined The President’s Club, Hillsdale’s premier donor society.

From the Judges

We all agreed this was an incredible publication concept, with excellent results based on fundraising dollars and parent engagement. Impressive impact and a great example for other institutions to model. Overall, an exceptional nomination!