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Massachusetts College of Pharmacy and Health Sciences (MCPHS) is the oldest institution of higher education in the city of Boston. Today, the College's three campuses offer more than 30 innovative degree and certificate programs that guide and support students toward successful, sustainable careers and leadership positions in a wide range of health care fields.
In an effort to increase attendance of class reunions, MCPHS engaged u-connect to assist them. Based on the u-connect team’s recommendation to target alumni on a personal level, a creative casino-themed mailer was developed using both variable data printing and a PURL. Invitees were immediately engaged as both their name and year they graduated were included on the direct mail piece.
Additionally, invitees were prompted to visit a website site through a PURL or personalized URL, where they could update their alumni profile, review a schedule of alumni events, contribute to their class gift and answer trivia questions to win prizes. Overall, the campaign helped to increase attendance by 5 to 7 percent for each reunion and surpassed the expectations of the MCPHS reunion organizers.