The Challenge full-funnel branded merch admissions strategy
At St. Bonaventure University, helping students “find their fit” means creating real connections, showing off the campus experience, and giving students something to remember and feel connected to while determining the school that is best for them.
That’s where the campaign theme “Collect the Fit while you Find Your Fit” came in. As a rural, private university, St. Bonaventure faces challenges around brand awareness and event attendance, especially due to seasonal weather and geographic distance. So the admissions team partnered with Magellan Promotions to create a full-cycle merch strategy that would cut through the noise across recruitment markets, boost visit turnout, and build excitement along the way.
The Solution
The strategy was to create a collection of merch that was only available at certain touch points or stages along the funnel, creating the desire to collect everything, which meant attending multiple events and completing different action steps.
Each item was chosen to match the season, reinforce campus pride, and give prospective students a reason to keep engaging.
Here’s how it played out:
- Summer Preview Days kicked off with custom reversible bucket hats featuring repeating “Bonnies” text, the Bona Wolf mascot, and the university logo front and center.
- Fall Discovery Days featured gray marble Silipint cups. A functional, flexible keepsake that stood out from the usual swag.
- Fall Weekend Preview Days came with an ivory beanie topped with a faux leather patch of the St. Bonaventure logo.
- Fall Open House Days offered custom knit scarves, with “Bonnies” on one side and a wolf howling into a sunset scene on the other.
And to expand reach beyond in-person events, direct-mailed sunglasses helped generate early buzz and drive new applications during the inquiry and application stages.
The Outcome
The admissions team saw an increase in visit attendance, more engagement at events, and a growing sense of connection among prospective students. They weren’t just learning about St. Bonaventure, they were starting to picture themselves as part of the community. Students began returning to multiple events, eager to “collect the fit” and complete the full set of gear.
And it wasn’t just students who got excited. Alumni often influenced visits by referring prospective students, and many reached out afterward to ask how they could get the same merch their relatives had picked up.
When you combine consistent messaging with merch that’s wearable, seasonal, and fun to collect at different events and stages in the funnel, you get a strategy that meets students where they are and brings them closer to where they’ll go next.
How could a consistent merch strategy help you move students from inquiry to enrollment with more energy and momentum? full-funnel branded merch admissions strategy
