I worked with advertising legend Kat Gordon on the concept. I was responsible for strategy, art direction, and vendor relations for implementation. Admissions mailed printed packets, but we also emailed unique links to each admitted student on the notification date. The acceptance website featured customized landing pages, with a welcome video from the community, “I said YES because” videos from Freshmen, Faculty, Parents, and Alumni.

I engaged mission-driven promotions company Social Imprints to create an instant order function for a complementary school t-shirt shipped the next day to every student who chose to enroll on the website. The Class of 2017 had the highest YES response rate of any class in the school’s two-century history.