Challenge: Creating Consistent Engagement Across the Admissions Journey
Lawrence University set out to solve a broader challenge than any single stage in the funnel: how to create consistent, meaningful engagement from first touch through enrollment.
Like many institutions, they faced pressure at multiple points in the admissions journey. Sparking excitement with admitted students. Converting admits into deposits. And maintaining confidence and excitement through the summer months.
Each of these moments carries risk. Disengagement can happen early, uncertainty can creep in after admission, and momentum can fade before arrival.
Lawrence needed a cohesive strategy that connected these stages, using intentional touchpoints to build momentum, reinforce belonging, and guide students confidently from admission to enrollment.
Solution: A Multi-Touchpoint Strategy Built Around Key Moments
Lawrence partnered with Magellan to design and fulfill a coordinated admissions experience that engaged students at critical milestones across the funnel.
The program began with a choice store experience aimed at influencing yield. Students learned about the experience through a coordinated outreach effort that included email, text messaging, postcards, and admitted student events. Admitted students selected from a curated set of branded items, including socks, a blanket, or a knit beanie.
The timing also helped reinforce the campaign theme. Launched during the colder months, the “cozy and warm” concept resonated strongly with students and families. Lawrence also maximized efficiency by intentionally over-ordering items that could be repurposed for other initiatives throughout the year.
Following deposit, Lawrence mailed a graduation-themed mailer designed to celebrate the student’s decision while reinforcing their sense of belonging. The grad pack featured a custom-printed full-color box filled with party-ready items such as plates, napkins, balloons, a garden flag, and a magnet. Messaging on the box guided students through the unboxing experience, and the packaging itself transformed into a functional graduation party card holder, extending its life beyond the initial moment and giving them another item to display at their celebrations.
To stay present during the critical summer months, Lawrence incorporated yard signs, giving students and families a way to publicly celebrate their decision while keeping the institution visible in their communities. Most signs were mailed directly to students’ homes, while some were hand-delivered through door-to-door drop-offs that added an extra personal touch.
Outcome: A More Connected Journey from Admission to Arrival
By engaging students at multiple key points, Lawrence created a more consistent and confidence-building experience across the admissions journey, rather than relying on any single interaction to carry momentum.
Each touchpoint played a distinct role. The choice store encouraged early engagement and excitement. The grad pack transformed a milestone into a celebration of identity and belonging. The yard signs extended that excitement into students’ communities, reinforcing their decision in visible, everyday ways.
Feedback from students and families was overwhelmingly positive, particularly around the warmth and intentionality of the campaign experience.
“Truth be told, I had a trusted partner in Sarah, and our history definitely impacted how well this rolled this out. What I most loved about this plan is how the merch touchpoints complemented our communications and relational strategy. We were able to maintain access to students through subtle, yet intentional ways, which helped cut through the noise in the college search process too!” — Robert J. Nowak, Associate Vice President and Dean of Admission
The result was a more connected student experience that reduced opportunities for disengagement and strengthened follow-through from admission to arrival.
