Harvard Business School Admissions Acceptance Package
Mary Knox Miller
Julia Frenkle, Lily Robles
Dana Fernandez, Allison Smith
Harvard Business School (HBS) Admissions challenged Opus with the task of designing an admissions package. The piece was intended to manifest the life changing moment the admission to the prestigious school and belonging to the HBS community represents. The goal was to make admits feel proud as well as inspire them to think about their future at HBS and beyond.
A multi-faceted approach and concept: In addition to the acceptance letter, recipients receive a custom folded brochure/poster showing their name (variable data) printed on a name card in the well know HBS section classroom among the names of famous HBS graduates such as Michael Bloomberg, Sal Kahn, etc — symbolizing their admission into an elite community.
The other side of the custom folded brochure introduces the social media campaign poster #NextStopHBS. Recipients can post a picture of themselves on social media to find and connect with other admits posting with this #tag.
Format: a high end, hard cover, debossed trifold box that contained the admissions letter, a brochure/poster (custom folded brochure, no binding, that opens to a poster when unfolded), as well as a name card.
The client team was extremely excited about the multi-faceted approach and concept that made the piece interactive for recipients. Hundreds of recipients were interviewed to collect their feedback and reactions. They were thrilled about the package. It made their acceptance to HBS real and made them feel extremely proud. The social media campaign was very successful, search on facebook #NextStopHBS.