Sustainable admitted student welcome merch
George Washington University (GW) set out to build excitement and celebrate the major milestone of college acceptance by delivering a personalized and meaningful welcome to their admitted students. Their goal was to foster school spirit and create a lasting first impression before students set foot on campus, while remaining aligned in their institution’s commitment to environmental responsibility on campus.
To bring this vision to life, GW partnered with Magellan to create a custom merchandise campaign for all newly admitted students. Upon receiving their acceptance, students were directed to a custom George Washington University online storefront where they could select one item from a curated set of four options: a t-shirt, tote, journal or beanie. Each product featured a sustainability-focused element including recycled polyester, recycled cotton, and recycled plastic water bottles, in addition to partnering with ClimeCo Certified Product Programs to ensure certain projects were carbon neutral.
After making their selection, students received a branded package that included their chosen item and a custom GW sticker sheet with a personal note from the university, creating a memorable unboxing experience. Providing students the opportunity to choose their own merchandise allowed the incoming class to express their individual style while feeling welcomed into the GW community. The focus surrounding student choice reiterated GW’s sustainability efforts by promoting high investment in both the school and merchandise, limiting overconsumption.
This project was well received, with 60% of the incoming class engaging and receiving an item from the choice store. Additionally, GW received nearly 200 notes of excitement and appreciation regarding this marketing campaign, reinforcing a strong sense of community and belonging while adjusting to campus life. The visibility of these items on campus served as a testament to the campaign’s success and effectiveness in energizing the incoming class. GW’s sustainability mission expanded far beyond the 43 acres of campus, with their choice store merch supporting education initiatives around the world. Certain products raise funding for the building of new schools, focusing in countries that experience educational barriers; while other choice store products include QR codes which link to traceable manufacturing practices, ensuring ethical production for the product.
This project exemplified how intentional branded merchandise and the role of student choice in merchandise can enhance the student experience and foster connection, while proving and promoting the success and importance of sustainability initiatives.Sustainable admitted student welcome merch
