Objective:
To provide another service to maintain goodwill, and to provide a method for alumni to keep addresses and information up to date with their alma mater.

Strategy and Execution:
When students graduate from a college or university, all they expect to receive is a diploma. But the advertiser provided some 4,500 1991 graduates with a specialty memento - a registered key tag. Bearing the seal of the University on one side and an individual registration number and address of the school on the back, the tag would allow a graduate to register his or her keys with the Alumni office. Should the keys ever be lost, the finder would simply drop them in a mailbox and they would be returned to the school. The school would then mail them to the individual. The key tags were mounted on a brochure which included a registration card so the Alumni office could have a current file on the graduate should the keys ever be sent to the office. Since the tags have a lifetime registration, the copy urged alumni to keep their address with the office current. The tags were given to graduated as they left the stage during commencement ceremonies.

Results:
More than 1600 cards out of the first 4,000 distributed were returned by the students for registration of keys. The assistant director of alumni services said, "...The program is a total and complete success. The public relations and good will created by the program has been overwhelming...The Alumni Records Office is continually receiving more and more address updates thanks to this program."