Vanderbilt University received the Best Branded Merch in a University Marketing Campaign Award during the American Marketing Association Symposium for the Marketing of Higher Education in Maryland last month.
- PPAI – through its Promotional Products Work! campaign – sponsored the award for the third year in a row.
- For this award, PPAI asked nominees to submit brief overviews of their campaign, explaining how the branded merchandise that was used made a significant impact on the university’s campus.
“We proudly support, recognize and celebrate those who are doing phenomenal work using promotional products to create experiences and meaningful connections that drive engagement, retention and repeatable revenue – ultimately turning customers into brand advocates,” says Melissa Ralston, chief marketing officer at PPAI.
Melissa Ralston
Chief Marketing Officer, PPAI
“The education market remains one of the top buyers of promotional products, and we’re honored to sponsor this award for the third consecutive year. It’s an opportunity to see firsthand how promo campaigns are done right and to spotlight the creativity and impact that deserve recognition.”
Behind The Campaign
Vanderbilt University’s FY25 fall incentive campaign combined branded merchandise and philanthropy to strengthen donor retention and deepen affinity across its global alumni community.
The campaign, which drew inspiration from Vanderbilt’s alma mater and its iconic refrain of “Conquer and Prevail,” coincided with the launch of the co-branded Conquer and Prevail Pale Ale from Jackalope Brewing Co.
The timing also lined up with a historic football win over Alabama in October 2024, adding even more energy and pride across campus, according to Alyson Woods, director of direct response marketing at Vanderbilt University.
Alyson Woods
Director of Direct Response Marketing, Vanderbilt University
“At its core, the story we wanted to tell was that Vanderbilt is a community of leaders who move the world forward by growing, learning and working together,” Woods says. “A gift to the university is one way to be part of that shared legacy.”
Donors received a classic trucker hat featuring the Vanderbilt vault design, two styles of socks (business and athletic crew) and a print from Hatch Show Print commemorating the university’s more than 100-year partnership with Nashville’s historic print shop.
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Vanderbilt gave the shop a line from the alma mater, the vault logo and the colors, and then let the magic happen. Each print was hand-carved, hand-inked and letterpress printed, so donors knew they were getting something special.
“Quality matters to us,” Woods says. “Donors come back each year because they know these items feel well-made, unique and tied to a meaningful cause.”
The Results
The campaign generated more than $358,000 in contributions from 4,181 donors, outperforming expectations and helping reverse a multi-year downward trend, Woods says.
- Furthermore, the campaign achieved 365 first-time donors – a 170% increase over the previous year, and significant growth among reactivated multi-year donors.
Woods credits a strong multi-channel marketing plan for the campaign’s success. Direct mail served as the tactile centerpiece, with complementary email, social media, digital advertising and pop-up activities on campus during Vanderbilt’s reunion weekend extending the reach.
There was also a Wes Anderson-style video featuring former student-athletes, faculty and students bringing the items to life. “Creatively, we leaned into the Wes Anderson trend that was taking off on social media,” Woods says. “The overall tone felt both current and authentic. The combination of storytelling, product tie-ins and campus pride helped us reach supporters we hadn’t fully engaged in recent years.”
When Vanderbilt was named the winner of the award, Woods says the team’s group chat lit up with excitement from colleagues who were at the conference.
“This is one of my favorite campaigns to work on each year,” she says, “so seeing it succeed and then to be recognized feels amazing. It also represents a huge amount of collaboration across teams, which makes the recognition even more meaningful.”
What separated Vanderbilt’s campaign from the rest of the competition, Ralston says, is that it hit the mark on so many levels by strategically incorporating branded merch as part of its integrated storytelling and creative efforts.
“The university was intentional about the promo pieces selected to showcase as meaningful expressions of loyalty and celebration, while actively driving engagement and giving,” Ralston says.
