This welcome packet of five illustrated Carleton traditions postcards was sent to admitted students a couple of weeks after they got their admit packets. Since the majority of students weren't able to visit campus, and knowing that students continue to apply to multiple colleges, we wanted to add a yield touchpoint that emphasized Carleton's uniqueness from a student life perspective. We wanted to send a piece that students would actively engage with, and so, factoring in a largely virtual college search cycle filled with digital communication, we produced an analog call to action: we invited them to use the included pen and postcard stamps to write notes to anyone of their choosing—mentors, teachers, family, study partners—to share the good news that they were accepted at Carleton. In the end, Carleton's melt was 50% lower than it was in 2020, and back on par with the melt levels we'd seen in 2019 and 2018. While impossible to determine causation, we claim some credit for that outcome due to this postcard packets. Comments about the packet from our Accepted Student Questionnaire included: "The little booklet I got in the mail was really cute and I love it :D" and "I really love the postcards in the mail after acceptance." Some students chose to send one of these postcards to Carleton admissions officers to thank them for their help during the application process.
From the Judges
The goals of the piece are clearly stated and the outcomes/results shared in a compelling way. The illustrations are unique and attractive. Good work.
Carleton College Traditions postcards video overview
