Case Study: The University of Alabama in Huntsville boosts vendor sponsorships 75% and app adoption 115% with Guidebook

The University of Alabama cracks the code on selling in-app sponsorships

The University of Alabama in Huntsville (UAH), a 6,800‑student research university, needed a more efficient way to welcome new students, reduce event printing, and attract local sponsors to its Week of Welcome “Taste of Huntsville” vendor fair. With limited staff and growing outreach goals, UAH needed a digital solution that would drive adoption and create measurable value for sponsors.

UAH launched a branded Guidebook app, promoted downloads aggressively during orientation with QR codes, group leaders, and staff encouragement, and packaged in‑app banner ads with sponsor perks like social mentions and prime booth placement. The results: app adoption climbed to 115%, vendor participation grew 75% (adding ~30 vendors), printing fell 20% the first year and over 50% the next, and the app expanded to cover Student Life and Homecoming while generating new revenue.

The University of Alabama in Huntsville

Jenny Russell

Assistant Director of New Student Orientation