Patented Flex Mailer™ Bolsters Recruitment Strategy for Leading University | Education
RRD’s proprietary mailing solution helps engage admitted students, saves $325K in postage
A leading Mid-Atlantic university sought to mail premium items to admitted students to boost enrollment numbers. Traditionally, the university produced a “view book” each year, showcasing its various courses of study and the benefits of joining its prestigious community. Seeking an innovative approach, the institution envisioned sending information to prospects using printed interlocking cards inspired by the "House of Cards" game, as well as via tradable, branded pins. The university sought a cost-effective, innovative mailing solution that could fit the premium items and supplementary marketing materials — all while aligning with brand standards.
A previous relationship with RRD Commercial Print led the university to entrust RRD’s education experts and Packaging Solutions with solving this challenge. RRD recommended their proprietary Flex Mailer™, a patented mailing solution designed with flexible outer packaging and an inner tray suitable for various personalized content. The Flex Mailer’s inner design classifies it as a USPS automatable machinable flat, which results in considerable postage savings when compared to a non-automated parcel — and it’s made with 100% recyclable materials.
RRD selected a medium-sized Flex Mailer, which snugly fit the pins and 18 interlocking cards bundled with a custom rubber band featuring the university’s logo. Additionally, the tray included a printed note inviting recipients to interact with the cards, which highlighted different university benefits and allowed students to "build" a personalized experience. The outer mailer was further customized with the university's branding for added recognition.
The campaign totaled 65,000 units, all managed and coordinated through a single point of contact at RRD. Program benefits include:
- Postage savings of $5.00 per unit, totaling $325K in postage savings throughout the campaign
- Increased brand awareness amongst admitted students
- Increased engagement with prospective and admitted students