Challenge
Syracuse University’s College of Engineering and Computer Science wanted to keep their newly admitted students excited about their acceptance. They recognized the emotional bond many students share with their pets and sought a unique way to leverage this connection. The goal was to create a campaign that would resonate on a personal level, drive engagement, and foster a sense of community among admitted students. Leveraging how pets can be integrated into college recruitment, branded merch was identified as the perfect medium to achieve this goal, particularly through a fun and creative approach.
Solution
Syracuse University crafted a delightful strategy that combined pet pride with school spirit. They sent an email to admitted students, congratulating them on their admittance and introducing them to the Dean’s dogs, Romeo and Pepper. The email invited students to share their pets’ names and sizes in exchange for a special gift—a branded pet bandana.
The bandanas were designed to stand out, with full-color printing that made Syracuse’s branding pop on the item and in social media posts. To accommodate different pets, the bandanas were available in three sizes, ensuring a perfect fit for a wide range of furry friends. The package, which included a custom envelope and a two-sided insert card, encouraged recipients to sign up for an upcoming admitted student day and post photos of their pets on social media using a dedicated hashtag. This not only allowed students to showcase their Syracuse pride but also promoted next steps and a sense of belonging and excitement as they prepared to join the university.
To streamline the process, the bandanas and insert cards were pre-packaged and sorted by size, making fulfillment quick and efficient.
Outcome
The pet merch campaign was a resounding success, driving engagement and creating memorable connections between admitted students and Syracuse University. The results were immediate and impressive—within just four hours of sending the email, Syracuse received information from 94 enthusiastic dogs! By tapping into the emotional bond between students and their pets, the College of Engineering and Computer Science fostered a sense of community and excitement, setting the stage for a strong and enthusiastic incoming class.
