Going ‘New School’: Harvard Medical School Leaves its Stuffy Reputation in the Dust

Originally sent as a jumbo (9-inch-by-12-inch) package, the campaign has shrunk to a 6-inch-by-11.5-inch jumbette envelope, due to the postal increases. But the increases didn’t catch Harvard by surprise and, as a result, it already knew what size would work best.

“With this last increase, it didn’t work for us financially to mail the jumbo package,” DeWitt shares. “We started testing smaller formats prior to the increase. We knew which size was going to produce the best results for us before the increase. But we had to change the size because there was no way we were going to be able to continue to mail the jumbo package.”