From the Nominator

"In a moment of reflection in early 2022—after returning to the office following the pandemic—we decided that our alumni needed something light, fun and nostalgic that would reinvigorate their pride in the university, which we hoped would lead to increased engagement and giving. This is how the Blue Hen Feeling video was born and became part of an alumni re-engagement marketing campaign.   

The fast-paced video serves as a visual representation of alumni memories and experiences, showcasing campus traditions and quick highlights of how UD spirit weaves throughout the day-to-day lives of alumni. By tapping into commonly shared experiences and memories as UD students and alumni, the video brings back the feeling that alumni remember from UD and that they continue to feel as “Blue Hens Forever.”    

Elements and messaging from the video became key components of an alumni re-engagement campaign that launched in September 2022 and helped support marketing for homecoming and Giving Tuesday and served as the main messaging in an October direct mail and email appeal. The campaign included:  

-    Special edition Blue Hen Bulletin alumni e-newsletter highlighting the video and behind-the-scenes alumni content 

-    Landing page with video, behind-the-scenes alumni content and ways to engage with UD 

-    Social media posts on Facebook, Instagram, and Twitter 

-    Ads on Google, YouTube and social platforms 

-    October direct mail and email appeal to 77K+ households  

-    Messaging woven throughout fall 2022 marketing initiatives such as homecoming and Giving Tuesday"

From the Judges

The judges were captivated by the nomination’s great energy, which infused the publication with vibrancy and excitement. The inclusion of nostalgic elements evoked fond memories and a sense of connection with the alumni. The publication's careful consideration of specific connection points with alumni further enhanced the readers' engagement.