Slate Powered: St. Catherine University Encouraged FAFSA Applications and Celebrates Deposits Through Merch

The Challenge

Admissions offices across the nation faced a new hurdle in the 2024/2025 cycle: keeping students engaged and motivated to complete necessary steps like submitting FAFSA forms amidst unprecedented delays. St. Catherine University recognized this challenge and sought an innovative solution to prompt prospective students to stay on track. They aimed to not only increase FAFSA submissions but also celebrate students who deposited.

The Solution

St. Catherine University turned to branded merchandise as a strategy to drive and celebrate student actions. The admissions team discovered the growing popularity of Beaded Bracelets (friendship bracelets), often associated with the Taylor Swift fan phenomenon, and saw their potential to be an exciting item for prospective students. These bracelets could be customized to match the university’s brand colors and carry a personalized message, making them the perfect tool for a two-stage campaign.

The campaign began with encouraging students, marketing they would be mailed a bracelet, emblazoned with “ST KATES” if they submitted their FAFSA form. Building on this momentum, a second bracelet was planned for students who completed their deposit, featuring the phrase “I’M A KATIE.” This collectible approach reinforced their journey towards enrollment, creating excitement and a sense of belonging.

The process of fulfilling and mailing the bracelets was automated as the campaign was integrated within their Slate comm flow to send information to the Magellan team. Through this integration, student information was automatically transmitted to our fulfillment team, ensuring timely delivery of the bracelets. This hands-off approach allowed the admissions team to focus on other critical tasks while still engaging students effectively.

The Outcome

Early indicators suggest that this creative approach is driving the desired engagement, as students proudly share photos of their bracelets on social media. This successful use of branded merch not only incentivized FAFSA applications but also celebrated key milestones in the student journey, enhancing the overall recruitment strategy.