STEP BACKGROUND
Because the Georgetown Law Center solution was such a massive undertaking, KINETIK developed it with the intention of multiple years of use. This not only brought the per-piece cost down, but also established that potential students could expect something standout from Georgetown. The oversized booklet was the main communication piece in a box mailed to admitted students. It contained the student essays (now recrafted into answers for FAQs), handwritten student quotes, a top ten list, and a removable student neighborhood and housing guide.

STEP OUTCOME
The piece was a huge success, with an enthusiastic student response: “Helped me get excited about the school”; “I was impressed that you focused not only on academic aspects of the school, but also on quality of life factors.” Georgetown, pleased with the piece’s popularity, is integrating the content into other parts of the school’s communications effort and modeling other mailings after this one.

To further a sense of belonging, the package included copies of the Washington Post and the free weekly Washington City Paper. Additional parts of the package included a key chain; academic calendar; university map and shuttle schedule; postcards; listings of city resources such as department of motor vehicles, utility companies, TV and radio stations, apartment guides, a D.C. Metro map, and more—all intended to promote the feel and flavor of the Georgetown experience. KINETIK coordinated all of the various components, and even camped out with the client and numerous student volunteers to assemble the boxes as a team.

Finished product
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