Duke University has what every school wants…a great reputation. Receiving more than 20K applications for the 1,665 slots available for first-year students, it still needs to do search, but in a slightly different fashion than most schools. Dean of Undergraduate Admissions, Christoph Guttentag, had a hunch that specific majors of study (in this case, engineering) would self-select for the QR Code experience at a higher rate than other forms of communication. Guttentag also challenged H·A ThirtyOne to match the results achieved the previous year with a limited test budget.

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