From the Nominator

At Embry-Riddle Aeronautical University, innovation is part of everything we do. And that includes the process of letting students know they have been accepted into one of our elite programs. In 2020, amid all the angst prompted by the pandemic, the Creative Strategy & Brand Management team (Enrollment Management) embarked on a project to enhance and overhaul how we connect with these potential students. We wanted to generate excitement, establish an emotional bond, and reinforce their decisions to apply to the unquestioned global leader in aviation and aerospace education.

So, in a little over 90 days, the idea of the “Acceptance Package” was born, built and initially delivered to more than 1,400 students. So much more than a form letter or email, our box was designed to start a celebration and deliver information as students unpacked it, using the unexpected and unknown to add to the excitement of such a momentous occasion.

How did it go over? Reactions ranged from enthusiastic to ecstatic, and included hundreds of social media posts and videos that showed how much the boxes really meant to students and their families. It was beyond our wildest expectations, and it helps set the stage for the future evolution of this vital initial connection with our students.

From the Judges

The entry was well-liked across the board. It was a bit different, but well done and quite impressive. The items that were created were very creative. The campaign showed clear methodology, understanding of target audience, and detailed outcomes. The strong scores were based on the content/design, strategy/methodology, understanding of audience, and impact and results. The look of the package had a great look/feel and tone to the messaging. It was smart to include the QR code as a way to test engagement and redemptions. Innovative, and stood out as different from other submissions.