From the Nominator
"Traditionally, TCU has relied on in-person events like orientation and Frog Camp to promote community and engagement with prospective students between the moment they’re officially admitted and the day they enroll. But when COVID-19 restrictions made it impossible to hold such critical activities, the admission marketing team was challenged to come up with new strategies to prevent melt and encourage connection with the incoming class.
While many universities may have been inclined to go a digital or virtual route, TCU took a more distinctive approach by executing a well-paced, late-cycle direct mail campaign that included a lottery-style scratch-off postcard, unexpected and interactive swag, and opportunities for the entire family to connect with unique prizes. TCU Admissions Marketing mailed admitted students personalized packets that featured a tear-off pane, inviting them to share their good news on social media.
To maintain enthusiasm, TCU followed the admit packets with a series of four direct mail pieces spaced out monthly. A scratch-off postcard encouraged families to pay enrollment deposits early in exchange for chances to win valuable prizes. Four additional packages included small gifts ranging from a wearable button to a ring light, from a jigsaw puzzle to a yard sign. TCU kept messaging authentic, warm, and light to raise spirits during the pandemic and reflect the university’s established brand personality."
From the Judges
Very cool campaign that followed a thoughtful integrated visual design. The messaging was clear and provided engaging and interactive ways for their audience to take action and achieve their desired outcomes. They *increased* enrollment during the melt period. This is fantastic ROI, especially given the pandemic. This team recognized the challenge, engaged the data that had access to, and took action. The fact that the travel budget was quickly repurposed to "bridge the gap of connection" is exactly what the circumstances called for.