From the Nominator

"The creation of the first Capilano University (CapU) acceptance package began in 2020 during the pandemic. Working remotely and recruiting students virtually, our recruitment team felt students were missing out on some of the tangible experiences of exploring and applying to university. 

Our goal was to create a tactile package delivered to student homes that would reinforce the excitement of being accepted and create a sense of belonging to our community. The other goal was to increase conversion along the admission funnel, moving them from admitted to registered students.   

We felt it was important that the package had a theme and told a story students could connect with CapU. Our theme for 2021 was “community.” The design and messaging were inspired by our brand campaign, which presented CapU as a welcoming community of learners and educators who are united in wanting to make an impact in the world. The package consisted of a corrugated box containing: 

• A welcome letter from the dean 

• New student guide  

• Sheet on financing your studies

• Connect & Win card (encouraging students to join new student Facebook page) 

• Sticker sheet 

• Branded CapU ball cap  

• Wrist lanyard  

The brightly coloured package reflected CapU’s bold colour palette and brand fonts, as well as brand campaign messages encouraging students to “Rise to the challenge.” The items inside the box all worked together to reinforce the design and message. 1,700 packages were couriered to students across Canada; 1,043 students registered for the Fall 2021 term."

From the Judges

Strong results with converting students and the use of resources was exceptional. The overall concept was clever and unique. Excellent return on investment based on conversion rate. The letters from the deans provided a personal feel to each student. The checklist with links was a great idea and made the 'to-do' seem less overwhelming. Love the cover design of the new student guide.