The Trend: Schools are rolling out student experience ideas that are more intentional than just standing behind a card table in the quad giving out free T-shirts. Instead, institutions are offering students fun experiences that become core college memories and make them feel valued at the same time.
Exhibit A: The School of Public and International Affairs at the University of Pittsburgh has won industry awards for ideas that surprise students. Recently, they distributed a keychain-sized Magic 8 Ball in Pitt colors to channel the university’s slogan: “It’s possible at Pitt.” Libby Hilf, director of communications and marketing says the merch allows them to ask the 8 Ball a question, shake it and see what’s possible with custom-written responses that riff off common Pitt experiences: “It’s a nod to a classic 8 Ball, but it’s your own Pitt future predictor.”
The Pros: The impact goes beyond a student’s immediate response. Creative ideas that students enjoy are also ones they’re proud to post about. For instance, in 2025, after Hilf’s team announced via Instagram a limited edition drop of custom bricksets with instructions to build the school’s iconic cathedral, students came running to the pickup point in their pajamas. On social media, the cathedral kit led to 25,000 views, 65% to 88% of which were from non-followers, according to Hilf. That’s not the kind of enthusiasm you get with a T-shirt cannon.
Get Higher Ground in your inbox each week!
The must-read newsletter for leaders shaping higher education’s future.
By clicking “Sign Up”, you will receive the latest updates, including emails, from U.S. News & World Report and our trusted partners and sponsors, and you agree to our Terms and Conditions & Privacy Policy.
The Cons: “These kinds of activations do take time and attention,” Hilf admits. They also take money. If budgets are tight, she suggests starting small by testing the waters, proving engagement and making the argument to higher-ups that it’s time to scale up. Most of Pitt’s interventions have been inexpensive, she notes: “The bigger investment is thinking creatively and being willing to do something different than anyone else.”
Reality Check: Admissions and marketing teams are constantly looking for ways to inspire students to create content about their school – but influencer-savvy Gen Z can sniff out anything staged a mile away. Hilf says concepts like the ones SPIA creates lead to authentic student interest reflected in posts showing what’s special about the school.
The Upshot: Creative student engagement can strengthen school attachment and visibility. Hilf reports that the 8 Balls now dangle from backpack zippers all over campus, piquing curiosity and interaction between SPIA students one shake at a time.
Danna Lorch is a Boston-based higher education writer and strategist.
