The Challenge
In today’s oversaturated recruitment landscape, Manhattan University (MU), formerly Manhattan College, faced a familiar challenge for many in higher ed: getting prospective students to actually come to campus. Post-pandemic trends show a decline in event attendance, with students more likely to register but not show up for in-person events. With mailboxes (including email!) flooded and text messages constant, MU needed an innovative way to stand out and maintain engagement with their prospective students.
The Solution
MU developed customized sticker sheets for two different recruitment events that became traveling reminders of the university and its upcoming events to prospective students.
“It’s common that we see direct mail postcards only at this stage in the funnel, so to incorporate stickers with a postcard generates more spirit, excitement, and something that will last past receiving the mailing”, said Ben Boivin, Director of Undergraduate Admissions. “Sticker sheets break through the clutter and literally stick to the registrants’ to-do lists and calendars.”
MU intentionally swapped the primary and secondary shades of green on these stickers so they could better track the impact when seeing them on student’s personal items. To drive Open House registrations, students received a “Come Visit Manhattan College” sticker sheet featuring MU’s dark green primary color and a QR code to register to visit. Attendees at their Accepted Students Day received a sticker sheet with their lighter secondary green color and a QR code to make their deposit.
Designed to serve multiple purposes, they provided physical reminders of upcoming events, including QR codes for easy registration. They truly “stuck” with students, as the stickers became mini billboards on laptops, water bottles, lockers and more. This approach transformed traditional direct mail into an interactive experience that lasts far beyond the initial reception.
The Outcome
The impact of this strategic approach was seen in multiple personal encounters across campus. Boivin shared a powerful example, “during a summer orientation meeting, I noticed a student’s laptop decorated with both variations of the ‘Jaspers M’ stickers. Checking the student’s record confirmed they attended both the Open House and the Accepted Students Day, demonstrating how the campaign successfully encouraged ongoing engagement.”
The broader impact was equally impressive. Campus-wide visibility of MU pride increased dramatically, with stickers appearing on nearly one in five cars in the parking garage, compared to maybe one in twenty before implementing this strategy. This significant increase in brand visibility demonstrated how a thoughtfully designed sticker campaign could easily draw more students to campus.
How can you keep your school top of mind and inspire students to visit?
