Challenge: Finding the Right Holiday Connection
As the year came to a close, the University of Richmond wanted a meaningful way to stay connected with key external partners, specifically high school counselors and college chief enrollment officers who play a vital role in the enrollment journey. Like many institutions, Richmond faced a familiar challenge: traditional holiday cards felt polite but predictable, and easy to overlook amid the flood of year-end messages.
The goal was to create a holiday touchpoint that felt personal, elevated, and memorable. It needed to reflect the warmth of Richmond’s campus culture while reinforcing relationships beyond campus in a way that felt thoughtful rather than transactional.
Solution: A Pop-Up Card That Brought Campus to Life
In 2022, Richmond partnered with Magellan to rethink what a holiday card could be. Instead of a flat greeting, the team chose a custom pop-up card that turned a card into a keepsake and used campus architecture as a storytelling vehicle.
Year One: Academic Heart of Campus
The inaugural card featured Boatwright Memorial Library, an iconic building that serves as both the physical and metaphorical academic center of campus. Named after the university’s longest-serving president, the library symbolized scholarship, tradition, and intellectual life. As a university, it felt only right to begin the series with a library. A cameo from Karla, the campus pup, on the front steps added a warm, personal touch that reflected campus personality.
Year Two: A Message of Welcome
In 2023, the team showcased the Queally Center for Admission and Career Services, one of the newest buildings on campus. This version expanded the storytelling by using the card’s back for narrative, allowing Richmond to celebrate its commitment to being relentlessly welcoming. As the university’s welcome center, the building was a natural choice, especially for an audience deeply invested in enrollment. The card also served as an open invitation, encouraging peers in enrollment management to visit and experience the space themselves.
Year Three: Leadership and Purpose
In 2024, Richmond highlighted the Jepson School of Leadership Studies. As the first school of leadership of its kind in the nation, Jepson represents the university’s longstanding commitment to leadership education. With the card arriving during an election year, the theme felt especially timely. The message closed with a hopeful reflection on the role students and graduates can play in bringing peace and beauty into the world.
Across all three years, pop-up cards offered an elevated take on a traditional holiday greeting. Unexpected, tactile, and rare in today’s mail, they stood out immediately. Premium cardstock, high-quality envelopes, and intricate detailing reinforced the care behind the message and reflected the caliber of the University of Richmond brand.
Outcome: From a Standout Moment to a Lasting Tradition
What began as a single creative solution quickly became a beloved annual tradition. Each year’s card felt fresh while maintaining consistency in format, turning the holiday mailing into something recipients recognized and looked forward to.
According to Stephanie DuPaul, Vice President for Enrollment Management, the response was overwhelmingly positive:
“I didn’t express how really beautiful the cards turned out. The level of detail is amazing, and the quality of the cardstock – and the envelopes – is very impressive. We’re incredibly pleased with the project – including your great service and expertise.”
Long after the holidays, the cards continued to make an impression. Stephanie shared that she and her team would run into colleagues at conferences who told them they still had the cards displayed on their desks, a clear sign that the piece stood out and endured well beyond the season.
By pairing thoughtful storytelling with standout design, the University of Richmond created a holiday tradition that strengthened relationships, reinforced its mission, and kept the university top of mind with its most important partners year after year.
