The Challenge
When the Rochester Institute of Technology (RIT) set out to welcome newly admitted graduate students, they wanted to do more than say congratulations. They wanted to spark a sense of momentum and belonging, exciting the prospective students to take action and commit to their school. Graduate admissions yield strategy
Since graduate-level students range from newly graduated undergrads, to working professionals, the solution needed to go beyond being cost-effective. It needed to be impactful for a wide range of ages with varying levels of experience.
The Solution
Rather than going the traditional gift box route, RIT was drawn to the idea of using an iron cross mailer. This direct mailer is a creative and affordable option that unfolds to reveal layered messaging, strategic calls to action, and a small branded merch item inside.
Iron cross mailers are a great way to showcase your brand as they provide extra room for storytelling. The extra panels give you space for images, messaging, artwork, dates, lists, and more, making this format innovative and versatile.
Depending on the branded merch item(s) you choose to include, the iron cross can even ship flat, saving significantly on postage, while still providing a tactile and engaging experience.
The Outcome
The design leaned into the journey ahead, featuring bold language that mirrored the structure of the mailer itself.
“Congratulations on your admission to RIT! Get ready to embrace every side of your graduate experience. We’ll be here to help your future unfold.”
Inside, recipients discovered a branded RIT luggage tag, a playful but purposeful symbol of their next steps into grad school, and a universally used item that can be added to any backpack, suitcase, or personal bag.
The packaging and presentation of branded merch items can build off of the message you are trying to convey. Aligning your strategy creates a more impactful moment for your recipement, and keeps your brand top of mind.
Supporting copy reinforced this connection: “We don’t just tag luggage. We tag legends.” “Get ready to unpack an incredible experience.”
Along with the physical item, the mailer directed students to a website landing page where they could continue the admissions process by reviewing checklists, accepting their offer, and understanding the next steps in the enrollment process.
Graduate admissions yield strategy
How are you helping students feel excited and motivated to take action after they’re admitted?
