Setting and Background Information

Miami University Alumni Association has a long-standing tradition of celebrating Miami Mergers and their unique bond. Each year, the university produces a special Valentine’s Day greeting card for this faction of alumni, recognizing the strong sense of community and connection they share. The Merger Valentine reminds couples of their ties to the university and serves as a yearly touchpoint to celebrate their love and the Miami tradition.

Challenge

Miami Mergers are a diverse group of alumni, and it can be challenging to create a custom Valentine that resonates with everyone. The University Advancement team faces the challenge of designing a card that captures the essence of Miami Mergers’ unique bond while being inclusive of diverse tastes and experiences.

Solution

The team created a custom Valentine’s Day greeting featuring a poem and design that represents the search for a Miami soulmate. They also introduced a word search puzzle, encouraging Mergers to find Miami-themed words hidden on the card. The team also developed a customized Tumblr page, Be Mine Miami, to showcase Merger stories, images, graphics, and quotes.

Benefits and Outcomes

Mergers look forward to Valentine’s Day for both the card and the Be Mine Miami Tumblr page all year long. The custom Valentine’s Day card serves as a timely reminder of their Miami University connection and their strong relationships. Be Mine Miami is a highly curated platform that showcases a diverse range of stories, photos, and interesting statistics. By providing a platform for Miami Mergers to share their stories and celebrate their love, the intervention strengthens the Miami University community.