Best of CASE District V Award
 

Institution: Miami University

Title of entry: 2025 Miami Merger Valentine

About this entry: This piece was for our Miami Mergers — over 28,000 alumni who met at Miami University. As one of our most loyal and engaged cohorts, the strategic goal was to deepen their emotional affinity for the university through a high-touch, physical token of appreciation that celebrates their shared history.

To bridge the gap between alumni generations, this mailer is inspired by the resurgence of vinyl culture. The piece featured a custom mini vinyl sleeve containing two functional coasters styled as records. To add a layer of university-specific humor, there is a curated tracklist on the back featuring real song titles adapted to reflect the Miami University experience and campus landmarks.

The "Love" record was chosen for its tactile appeal and multi-generational resonance; vinyl represents a bridge between our older alumni’s nostalgia and our younger alumni’s aesthetic trends. By moving beyond a traditional card and providing a functional household item (the coasters), we ensured the piece, and the university’s brand, remained in their homes long after Valentine’s Day.

Mailed to over 14,000 households, the piece served as the physical anchor for our broader February Merger campaign. It generated organic social media buzz, reinforcing Miami’s reputation for having a highly personalized and creative alumni relations program while maintaining the university’s connection to its dedicated community.