From the Nominator

The University at Buffalo’s admitted-student mailer was created to elevate the acceptance experience for undergraduate students, while supporting the university’s primary yield objective: tuition deposit. Distributed to approximately 40,000 admitted students, the piece reinforces belonging, pride, and clear next steps. Designed entirely in-house by the Enrollment Management Marketing and Communications team, the project reimagined an acceptance packet that had remained unchanged for six years. A 12-page stepped booklet was replaced with a single-sheet self-mailer that eliminates the need for an envelope, reduces production and mailing costs, and delivers immediate visual impact in the mailbox. The concept centers on intentional reveal. A zipper-open format creates anticipation as students access their personalized acceptance letter. Content was carefully edited to focus on what admitted students need most at this stage—affirmation, clarity, and momentum. A perforated “Next Steps” checklist allows students to remove key information, while the remaining piece converts into a reusable folder they can bring to orientation. From concept through delivery, the project was completed in approximately 10 weeks, with all strategy, writing, and design executed in-house. Year to date, first-year tuition deposits for Fall 2026 are up 70% compared to Fall 2025, reflecting the effectiveness of this and other communications.

From the Judges

This piece was viewed as a great example of doing more with less. It was a visually appealing and high-impact piece for admitted students.