From the Nominator

Graduate school is a big decision. And for many prospective students, it's a paralyzing one. Our Spring Domestic Direct Mail Campaign was designed to change that. By targeting domestic prospective students who had started an application but hadn't taken the next step, our goal was simple: Move them to act with tools to make the climb. But we didn't guess at what was holding them back. We asked. Through a survey of our enrollment counselors, we identified five real concerns: financing, time commitment, return on investment, the grad school experience, and navigating the application process itself. Addressing those tangible pain points laid our foundation for everything. The result was a four-drop, field guide-themed direct mail campaign that met prospective students where they were. Rooted in the spirit of outdoor adventure—exploration, hard-fought achievement, and the feeling of scaling your own personal mountain—each drop built on the last, equipping recipients with what they needed to navigate the journey ahead. A field guide. Productivity cards. A notebook for a webinar. A resource bifold. A water bottle. Not swag. Tools. A kit for the climb. The campaign was sent to 4,000 recipients and generated over 1,000 applications, converting approximately 101 into registered students—a roughly 10% conversion rate, compared to the average 3–5%. It positioned Northeastern University not as a school chasing applicants, but as a partner invested in helping them succeed in their climb to the summit.

From the Judges

This entry stands out for its thoughtful, problem-solving approach, combining a series of well-crafted mailers with a highly practical and memorable branded item. The productivity card holder adds real value for recipients while reinforcing brand presence, and the strong survey insights clearly informed an effective strategy. With impressive engagement and conversion results, the campaign demonstrates both creativity and measurable success.