Inside PPAI | Community The campaign was a smash hit on social media, as well, with recipients posting videos and photos of them “unboxing” the mailing. Maggie Rehberg, communications and marketing manager at the University of Pittsburgh’s GPSIA, emphasized that the campaign’s messaging was uniquely tailored to graduate students. “We didn’t send them our athletic mascot or something like that. We really wanted to welcome them to the community of our school, as well as the Pittsburgh community,” Rehberg says. “This campaign wasn’t just about you’re going to be on campus, and we can’t wait to see you. It was about you’re going to be part of this community and the legacy of Pittsburgh.” The Power Of Promo Ellis, who along with Lindsey Davis, MAS, director of marketing, business and professional development at PPAI, was one of the judges, calls the chair an “incredible conversation piece.” “Any out-of-towner who received the miniature parking chair would immediately feel a connection to the Pittsburgh community,” Ellis says. “You can imagine these new yinzers proudly displaying the parking chair on their desks for years to come.” According to the judges, by sending this thoughtful and functional item, the school created a bridge between the students’ future on campus and the city’s cultural heritage. Ultimately, it was an exceptional use of branded merch’s unique ability to tell a memorable story. “This campaign said so much about Pittsburgh and the university while being so simple,” Davis says. “It was a genius way to welcome new students to the community and make them feel at home. “Every organization – from institutions of higher learning to non-profits and businesses of all size – can connect with customers and key audiences by thinking a bit more deeply about its merch and working with certified distributors of promotional products on creative campaigns that drive results.” PPAI • JANUARY 2025 • 83
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