Our goal was to drive social media engagement with newly accepted students for National College Decision Day. The goal was two-pronged: to inspire accepted students who had not yet committed to take the next step and to give students who had already committed the chance to make their decisions public on social media. Each student received a branded direct mail piece with a decorative buck slip and a mylar letter-balloon kit that spelled out “GSU.” The copy and design of the buck slip made a final, compelling sell to students, inspiring them to take swift action and make their college decisions official on social media. We encouraged them to do so by taking a selfie with the balloon backdrop provided. We included instructions on how to inflate and string the balloons and which hashtags to use across platforms.
From the Judges
This is an exceptional approach to engaging prospective students through social media interaction. The innovative use of three-dimensional letters as mailers not only captivates but also resonates with today's youth culture, fostering a sense of belonging and excitement. The clear call-to-action, coupled with the inclusion of craft-like elements, encourages active participation and personalization. Moreover, the incorporation of hashtags seamlessly integrates the offline experience with online sharing, amplifying reach and engagement. We would have liked further detail on return on investment and methodology. Nonetheless, this entry exudes ingenuity and effectiveness, setting a benchmark for engaging and memorable admissions campaigns.
