Call it the Big Red version of Charlie Brown opening his mailbox one day and—YES!!!—finding an actual Valentine’s Day card from the “Little Red-Haired Girl.”
Putting a 21st-century, social media spin on the time-honored tradition of the college acceptance letter, staff at Indiana University have injected even more fun, energy and excitement into an already momentous life-event.
The university’s new #IUsaidYes campaign—which comes complete with a crimson envelope, rousing new YouTube video and a catchy new hashtag—has got IU’s newest students talking (which, in this day and age, means tweeting and posting) and telling the world from the very first day they’re accepted how excited they are to be Hoosiers. (Scroll down for some sample tweets.)
The social media statistics reflect the excitement the new campaign has generated thus far. Since the campaign’s inception in August, there have been 3,400 tweets, nearly 5,000 re-tweets and more than 3.7 million timelines reached with those tweets. Additionally, there have been a total of 894 Instagram posts with the #IUsaidYes hashtag. What’s more, of those students admitted within the last month, more than one in 10 have tweeted about their admission using the #IUsaidYes hashtag.
With its First Year Experience programs, including new student orientation, IUBeginnings trips and Welcome Week events, IU has long prided itself on helping future Hoosier alums get off to a strong start and helping them connect early with the people, places and traditions of IU. Now the connection starts sooner and the connections begin as soon as the newly admitted students get the good news.
That IU’s newest students bleed red from the beginning is testament to the continued ingenuity of admissions officials and IU Communications creative staff, who worked together to come up with a campaign that has managed to stay true to IU’s brand and tradition in today’s Twitterversed world.
“The crimson envelope came about because I knew our admit packet needed a facelift,” says Krista Timney, senior associate director of marketing/communications in IU Bloomington’s Office of Enrollment Management and campaign co-creator, along with IU Admissions Senior Assistant Director Chase McCoy. “We needed something that would really stand out when it came in the mail and something that would let students know immediately that it was from IU and that it was good news. It’s also very important to let students know that it is a big deal to get admitted to IU! So, what stands out more and says ‘IU’ more than a crimson envelope?”
Even before they receive their official acceptance packet in the mail, Timney says, students receive an #IUsaidYes email with artwork on the top that reads “Your crimson envelope is in the mail.” (Sorry, Charlie. Nowadays, it’s email before snail mail.) Another email arrives a few weeks later asking them to share their good news with the world.
“We all follow the posts and tweets on tagboard.com,” Timney says. “It’s often the highlight of the day to see what students have done. It’s fantastic and so much fun for us.”
In and around higher education circles, there has been a great deal of talk in recent years about the value of a college education, whether the four-year degree offers the best avenue to real-world success and the future of online learning, among other topics. These discussions are clearly worth having, and, indeed, they have helped drive many recent academic and administrative activities here at IU.
Not to be forgotten, though, is the anxiety many of us have experienced when that packet finally arrived in the mailbox (unfortunately, no email in my day!), the squint of the eyes as you slowly opened it and the thrill and excitement you felt when finding out that the school you selected actually said ‘Yes.’
Simple, straightforward and social, #IUsaidYes offers a welcome reminder that—kind of like Charlie Brown himself—getting into college will never go out of style.