Admission Acceptance Packet
Over the past few years, emails and websites have become the dominant communication channel for universities to interact and engage with their prospective students. Many universities including California Lutheran University (CLU) inform students of their admission decisions via email. A printed acceptance letter or packet became either a secondary or non-mandatory option for schools. Seeing this change and trend in higher education, CLU’s marketing team decided to take this as an opportunity to redesign its admission acceptance packet to provide a unique, celebratory admission experience for students.
CLIENT
Office of Undergraduate Admission
ROLE
Graphic Design, Print Design, Project Management
ACHIEVEMENT
UCDA (University & College Designers Association) Design Competition Excellence Award
Photo: Michael DeTerra
Before
Challenge
The challenge for this project was to reimagine a traditional admission acceptance packet that includes an envelope with an enclosed folder and inserts.
CLU’s marketing and undergraduate admission teams agreed that the packet was too formal and typical. Packet’s simple and minimal design did not seem appropriate for generation Z who looks for unique visuals and interactivity. We asked the question ‘how can we celebrate these students’ achievements and big moments in the way they would appreciate?’
During the discovery phase of the project, the marketing team researched printed admission letters or packets from other universities. As a designer, I reviewed and analyzed various print formats/designs of competitor schools’ materials to see what works and does not. I also studied students’ social media reactions and responses to the materials to learn what appeals to them.
After
To create a special experience for admitted students, our team designed a packet that integrates web and video, the media Generation Z uses every day, with print.
Once the envelope is opened, the enclosed cover piece tells an admitted student to get his/her camera ready. When the cover piece is unfolded, a pop-up box comes to life and surprises a student.
The QR code on the pop-up box leads to the admitted student welcome video with a link to the admitted student site. Along with the box, a student can find an acceptance letter and a sticker sheet.
Outcome/Impact
One of the most rewarding achievements our team accomplished was students’ positive reactions. Accepted students featured the packet in their social media posts/stories and tagged the Cal Lutheran account to share their excitement and joy. The student who made an enrollment deposit shared via a survey that a pop-up box was one of the elements that stood out the most to them. Some of them noted that they kept boxes as a memento. The acceptance video/QR code drove over 1,900 unique views with an average time on the page of over 4 minutes.
This project received the UCDA (University and College Designers’ Association) Design Competition Excellence Award for the Integrated Campaign category. Its successful outcome was also featured in Customer Showcase of Red Paper Plane, a direct mail vendor.