Situation
The Flame of the Millennium, a stunning 44-foot, stainless steel sculpture by world-renowned artist Leonardo Nierman, was donated to Rose-Hulman Institute of Technology by 1969 Rose-Hulman graduate Glen Raque. The sculpture has a prominent location near Hatfield Hall, the new alumni center and theater built close to the main entrance into campus. The area around the sculpture was beautifully landscaped to include a surrounding reflecting pool.

Problem
To raise funds and create a memory walk, Rose-Hulman proposed turning the reflecting pool into a reflection plaza. The Office of Annual Giving offered alumni and friends the opportunity to purchase a personalized brick, which would be displayed in the plaza. To promote the project, they asked MillerWhite to design a direct mail piece.

Solution
MillerWhite created a direct mail package (brochure, letter, envelope and return envelope), which was mailed to all Rose-Hulman constituent groups. The main piece was designed to look like an engraved brick, and the supporting pieces reflected the brick theme.

Results
In just a few short weeks after the promotion was mailed, 1,000 bricks had been sold, with the promotion bringing in $280,000 on a goal of $400,000. “We’re pleased with these results in such a short time,” said Karen O’Rourke, Director of Annual Giving. “We were looking for something classy, yet a little different than the average slick designed direct mail piece,” O’Rourke said. “We got that and more from this design that mirrors the color, the shape, and even the inscription on the bricks for sale in our plaza. From the moment the recipient opens the mailer, they begin to think what they would like to inscribe on their brick. The quote embossed on the cover, 'A great flame follows a little spark,’ sends the message that we’re doing really wonderful, inspiring things at Rose-Hulman and with the purchase of the brick they can be a part of that.”