Rutgers University - The Apprentice
Purpose: To inform alumni about an exclusive opportunity to audition for the NBC show The Apprentice.

Target: all Rutgers alumni
Delivery date: March 12, 2006
Emails sent: 1
Total recipients: 112,373

The hit NBC show The Apprentice captured the Rutgers community when Rutgers alumnus Randal Pinkett won an apprenticeship with Donald Trump in late 2005. Trump was so pleased with Pinkett's accomplishments that he tapped Rutgers for more Apprentice hopefuls. To steer our web-savvy alumni to a Rutgers-exclusive audition on campus, Rutgers Alumni Communications created a unique broadcast email design incorporating art from The Apprentice and the Rutgers alumni office to stimulate alumni to come back to Rutgers. The broadcast email design was branded to coincide with the event's web site hosted on the Alumni Relations site. About 200 alumni candidates came out on a weekday afternoon to audition for season six of the show. Better still, those in attendance had the opportunity to meet Pinkett.