Welcome Kit Initiative

The Welcome Kit started as an initiative to create more communication and build a better relationship between the customer and Sallie Mae from the outset of the relationship. Previous to this initiative, customers would barely hear from us between the time of loan disbursement all the way until entering into repayment. This could take years- and it was jarring to suddenly get communications from us when there was once radio silence. The Welcome Kit is meant to provide helpful and timely information to new customers, as well as to help boost excitement around heading to college.

There are two components to this project; one Direct Mail piece sent directly to the customer, and one email sent in tandem. The DM is a custom 5-panel barrel fold piece with custom-created stickers inside. We partnered with BritDrotShop to create the stickers sent inside the DM (attached the 4th inside page) as a surprise and delight element.