From the Nominator

Since 2016, Butler has asked for pet demographic information on our application for admission. After students are asked to provide parent and sibling information, they’re prompted to list the names of any dogs or cats in their household. The ask is purposely subtle, buried in among important questions. This information is stored as a queryable data point in our CRM but not used until yield rolls around, which aims to convert admitted students into officially committed students who’ve submitted an enrollment deposit.

From the Judges

This piece was a hit with all our judges. Butler's approach to gathering information - pet names - and sending mail pieces addressed to the pets themselves is unique and inspired. It's sure to make their mail stand out from others, and they provided prospective users with social media-ready props that spurred the user-generated content we all aspire to create.