Client Spotlight: How The University of Alabama Turns Its Alumni Magazine into an Experience
What happens when an alumni magazine becomes more than a magazine? It becomes a gift, a keepsake, a conversation starter, and a tangible reminder of the connection alumni share with their university.
For The University of Alabama, that experience begins before readers even open the magazine.
From specialty die-cut inserts and branded envelopes to customized mailing materials and additional printed pieces, the university continually finds creative ways to make each issue memorable. Working alongside Progress Printing Plus, the team demonstrates how thoughtful print design and production can turn a traditional publication into something readers look forward to receiving.
More Than a Magazine
The University of Alabama understands that an alumni magazine's impact extends beyond its stories and editorial content. The way it looks, feels, and arrives in the mailbox matters, too.
"We want to reflect the excellence of The University of Alabama and let readers know we are making this magazine for them, not for us," explained Rhonda Crim, director of communications at The University of Alabama.
The magazine serves as a membership benefit, but its audience extends beyond alumni. The university also shares it with state legislators to keep them informed about the university's latest news and accomplishments.
That makes presentation especially important. Rather than feeling like a routine institutional publication, the magazine should feel like a gift.
That philosophy has inspired a variety of creative print executions, each designed to give readers a more engaging experience.
When a Die-Cut Becomes a Souvenir
One of the most memorable examples is a two-page die-cut insert featuring Big Al, The University of Alabama's beloved mascot.
Inspired by the idea of "Flat Stanley," the piece was designed to give alumni something they could take with them wherever they went. And they did.
Alumni began bringing Big Al on vacation and sharing photos of the mascot from destinations across the country and around the world.
What started as a printed insert became an interactive experience. Instead of simply reading the magazine, recipients had a reason to participate, share, and connect with the university in a new way.
It's a great example of how specialty print can encourage engagement long after a publication arrives in the mailbox.
Opening the Mailbox Like Opening a Gift
The experience doesn't stop with the magazine itself.
The university has also incorporated an Alabama-branded zip-enclosure envelope into its mailings, making the package's presentation part of the experience.
The envelope was originally introduced about a decade ago as part of a capital campaign. The mailing included the magazine, a die-cut brochure, and a letter. The concept made a lasting impression, and the team plans to bring it back.
There's something different about receiving an envelope with a zip pull and opening it to discover what's inside.
"It is more like a gift," Crim said.
That small interaction helps communicate that the contents matter and that care went into the presentation. For a publication designed to strengthen alumni relationships, those details can make a meaningful difference.
Turning the Carrier Sheet into an Opportunity
Another example of creative thinking involves a component that often gets overlooked: the polybag carrier sheet.
Typically, the carrier sheet provides space for addressing and mailing information. But The University of Alabama saw an opportunity to make it work harder.
When a magazine features an attractive cover and back cover, a plain white carrier sheet can be a missed opportunity. The university began customizing the sheet, particularly when a sponsorship could be incorporated.
The result benefits everyone involved. The university gains an additional advertising revenue opportunity, sponsors receive an affordable way to reach alumni, and readers get a more visually appealing package.
The team now sees value in customizing the carrier sheet even when no sponsor is involved. Every visible element contributes to the recipient's first impression, and the mailing itself becomes another opportunity to reinforce the university's brand.
More Value in Every Mailing
The fall issue takes the concept even further. Along with the magazine, the mailing can include a calendar and travel brochure, all packaged together inside the polybag.
Rather than receiving several unrelated pieces, alumni receive a cohesive package filled with useful and engaging content.
The goal is to add value, not simply more material.
"Even if you only deploy one unique print tactic every year, your subscribers feel like they received more than they signed up for," Crim explained.
That philosophy offers a useful perspective for any organization looking to make its print communications more engaging. Even one thoughtful addition can make a publication feel more distinctive and rewarding to receive.
Making the Mailbox Part of the Brand Experience
These specialty print elements aren't just about making a magazine look impressive. They're about creating a connection.
The Alabama team wants alumni to feel that the magazine was created for them. That means considering the entire experience, from the moment the package arrives to what happens after the reader finishes the last page.
Does it stand out in the mailbox? Does it feel worth opening? Does it give the recipient a reason to keep it, display it, share it, or interact with it?
A well-produced alumni magazine can become a coffee-table keepsake, spark a conversation, or serve as a physical reminder of an institution that might otherwise feel increasingly distant in a digital world.
When every element is thoughtfully considered, print becomes more than a way to deliver information. It becomes a way to build relationships.
Creativity Needs a Purpose
Of course, specialty print for its own sake isn't the goal. The Alabama team understands that creative ideas must balance visual appeal, functionality, and cost.
As Crim explained, "With extra print formats and finishes, it’s important to find the balance between appearance and functionality. We would not want our readers to think we wasted the money they donated on unnecessary extras."
That's an important consideration for any organization producing donor- or member-funded communications.
The most effective specialty elements serve a purpose:
The Big Al die-cut encouraged alumni participation and created a memorable keepsake.
The branded envelope elevated the presentation and made opening the mailing part of the experience.
The customized carrier sheet improved visual appeal and created sponsorship opportunities.
The additional calendar and travel brochure provided useful content beyond the magazine itself.
The common thread is intention. Each element contributes something meaningful to the recipient's experience.
The Value of a Creative Print Partner
Turning creative ideas into finished pieces requires more than a good concept. Materials, finishing techniques, mailing specifications, budgets, timelines, and packaging all play a role in determining what will work in production.
That's where collaboration between a creative team and a print partner becomes essential.
For The University of Alabama, that partnership has been an important part of its work with Progress Printing Plus. Crim praised Calvin, Progress Printing Plus's sales executive, for bringing experience and practical guidance to the process.
"Calvin has seen it all and knows the pitfalls to avoid when executing a new idea. He has also guided us to a more affordable idea with the same outcome."
Rather than simply presenting a finished design and asking a printer to produce it, the Alabama team benefits from discussing ideas and challenges early in the process.
What is the goal? What experience should the piece create? Is there a more cost-effective way to achieve the same result?
Those conversations can help identify potential production challenges, uncover alternatives, and keep creative ideas aligned with practical requirements.
For Progress Printing Plus, that's an important part of the relationship. A strong print partner doesn't just produce what's been designed. The partner helps find the best way to bring the idea to life.
What's Next?
The Alabama team isn't running out of ideas for future issues.
"I want more as the budget allows!" Crim said.
There are also opportunities for advertisers to become part of the experience through magazine ads, carrier sheets, ride-along flyers, wraparound bands, and other integrated print elements.
And some future concepts combine creativity with everyday usefulness: a die-cut holiday origami ornament, a magnet featuring the football schedule, or other pieces alumni can use, keep, display, or share.
That's the sweet spot: print that's both functional and delightful.
Print That Gives Readers Something to Remember
The University of Alabama's alumni magazine demonstrates what's possible when print is treated as more than a delivery mechanism.
A die-cut mascot becomes a souvenir. An envelope becomes part of the reveal. A carrier sheet becomes an advertising opportunity. An additional insert provides useful content.
And a magazine becomes something readers may genuinely look forward to receiving.
For Progress Printing Plus, projects like this demonstrate the value of combining creative thinking with production expertise. When organizations look beyond the printed page and consider the entire experience, they can create communications that engage readers, reinforce their brand, and strengthen lasting connections.
Sometimes the most effective way to strengthen a relationship isn't to add another digital message to someone's inbox.
Sometimes it's to put something exceptional in their hands—and give them a reason to open it.
Have a creative print idea you'd like to explore? Progress Printing Plus can help you find practical solutions and turn your vision into a finished piece that makes an impression.