Mercy University Marketing Team Earns National Recognition for Innovative Anniversary Campaign
Mercy University's Marketing and Communications team has been named a finalist for the American Marketing Association's Best Branded Merch in a University Marketing Campaign award, a national honor that recognizes creative excellence in higher education marketing. Mercy University is one of four finalists in this category among hundreds of entries.
“Today’s higher education marketing requires an unparalleled mix of empathy, agility, and strategic foresight,” said AMA CEO Bennie F. Johnson in a press release announcing finalists for the 2026 AMA Symposium for the Marketing of Higher Education awards. “This year’s finalists represent the absolute gold standard of our field, demonstrating how visionary storytelling and data-driven strategy can transform institutional reach and impact.”
The Best Branded Merch in a University Marketing Campaign Award celebrates the strategic and creative integration of custom merchandise within higher education campaigns, proving how physical touchpoints drive meaningful engagement and brand affinity.
Mercy’s team was recognized for its Maverick Coin Quest campaign, a month-long treasure hunt launched as part of Mercy's 75th anniversary celebration that turned ordinary giveaways into an exciting campus-wide game.
Unlike typical giveaways, Maverick Coin Quest made the experience fun and interactive with custom designed coins that became keepsakes for participants and special branded prizes. The team released weekly video clues and updates on social media and email that people looked forward to receiving.
The campaign created genuine pride and excitement across all three campuses. It brought together students, faculty, and staff in a shared experience that strengthened community connections. To relive the excitement of the Maverick Coin Quest, visit https://mercy.edu/75/coin-quest.
“This team puts breakthrough ideas and creative at the forefront of their work every day, and this truly is a national recognition of that effort,” said Chris Connelly, associate vice president of Marketing and Communications. “From the creative execution of the coins to the amazing video and promotional plan, to the expert deployment and scheduling of the game itself and of course the redemption. It was the absolute epitome of an entire team coming together and rolling out something that truly was shape shifting for the entire institution. I could not be prouder of this group and this achievement.”
Winners will be announced live at the 2026 AMA Symposium for the Marketing of Higher Education in Colorado on November 10, 2026, where Mercy's team will join other marketing professionals from institutions across the country.
Learn more about this year's AMA Symposium finalists at https://www.ama.org/2026/09/30/american-marketing-association-announces-finalists-for-awards-celebrated-at-the-2026-ama-symposium-for-the-marketing-of-higher-education/.