University of Calgary

Redesigned undergrad admissions package strikes gold at Prix d’Excellence

UToday HomeJuly 3, 2013

Wilma Olivier Walden, Melissa Lackey, Stephanie Talbot and Scott Robinson show off their Prix D'Excellence Gold Medal. Wilma Olivier Walden, Melissa Lackey, Stephanie Talbot and Scott Robinson show off their Prix D'Excellence Gold Medal. The University of Calgary’s newly redesigned undergraduate admissions package has won a gold Prix d’Excellence medal for Best Student Recruitment Initiative from the Canadian Council for the Advancement of Education (CCAE).

Produced by Stephanie Talbot of the Student and Enrolment Services’ (SES) marketing and communications department and Wilma Olivier-Walden of Imagine Creative Services, the interactive and unique piece grabs the attention of newly admitted students from the moment they receive it in the mail.

“In the past, our admissions package was very formal and businesslike,” says Melissa Lackey, director of marketing and communications for SES. “The students who receive the package haven’t yet accepted our offer of admission, so we wanted to send them a piece that lets them know we’re excited to have them join our campus.”

Adds Olivier-Walden: “On the design side, it was important to add fresh and unexpected elements to the package. Receiving a piece of mail that has to be ripped open, flipped over and pulled apart makes the package memorable for students.”

As for the messaging, Talbot made sure the content was simple and easy to understand. “Being accepted into university is exciting, but it can also be nerve-wracking because we send out a lot of important information all at once. Great design and interesting content helps get our messages across in a straightforward and useful way.”

“The feedback from students and their parents has been extremely positive,” says Scott Robinson, associate registrar of admissions and recruitment. “We know that students have accepted our offer of admission because our admission package stood out from our competitors.”

The CCAE’s Prix d’Excellence is an annual award program that recognizes outstanding achievements in alumni affairs, public affairs, communications, marketing, development, advancement services, stewardship, student recruitment and institutional advancement.

View the complete list of the 2013 Prix d’Excellence winners.