Elizabethtown College’s Office of Marketing and Communications (OMC) was recently selected as a recipient of two Circle of Excellence Awards from the Council for Advancement and Support of Education (CASE). Winners are selected based on several factors, including overall quality, innovation, use of resources, and the impact on the institution or its external and internal communities, such as alumni, parents, students, and faculty and staff.
“The CASE awards are the result of highly talented teams collaborating to enhance the enrollment marketing strategy at Elizabethtown College,” Elizabethtown College Executive Director for Marketing and Communications Keri Straub said. “The vibrant designs combined with creative messaging and Etown branded merchandise elevates the sense of belonging and experience for newly accepted and enrolled students joining our Blue Jay community.”
The department was awarded silver-level recognition in the Marketing Initiatives category for the College’s Admissions Yield Campaign, a multi-layered campaign made up of four “yield gifts” mailed to prospective students who had been accepted to the College. “Yield” is a term in enrollment marketing that refers to the percentage of students who choose to enroll in a particular college or university after having been offered admission.
The gifts were sent to students on a staggered timeline following the mailing of acceptance letters and were designed to creatively celebrate admission, engage with families, and invite students to the College’s spring Accepted Student Day events.
The Admissions Yield Campaign also won a Bronze award in the Design, Specialty Pieces category for the gifts’ unique packaging and cohesive branding. Gift items included a wide variety of branded gear, including a knit hat, face masks and socks, phone charger and wallet, and laptop sticker, all with messaging tied into the College’s brand story. Much more than school-spirited swag, the strategically designed packages engaged recipients through a fun, tactile opening experience.
Over 4,500 entries were submitted from schools, colleges, and universities across the country, judged by a panel comprised of education marketers, advertising creative directors, and other marketing professionals. Etown’s silver and bronze awards were among the 626 total accolades awarded to projects over four achievement levels.
