Integrated Marketing Successes: Crossing the Channel

The back of the postcard featured an explanation of the contest, emphasizing the importance of giving back to the school and a special offer for the winning class making the biggest combined donation. The PURL was featured in two places, with a call to action.

The messaging for the campaign sought to leverage the affinity members have for their School of Veterinary Medicine graduating class and to stoke their competitiveness in pitting them against other classes. The alumni class that contributed the most money prior to the reunion would see its members placed into a drawing for two Continental Airlines tickets to anywhere in the United States that the airline flies.