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The Integrated Strategic Communication department came to my class with the problem of having minimal alumni engagement.
With it being a fairly new major, the department knew it needed a unique way to engage with young alumni. They asked us to create a program that would drive engagement, develop a network and do it in a manner that showcases the majors strengths and skills.
This is how it went
1. After diving into research we found
"Young alumni tend to check social media during their workday and respond best to light, humorous news and requests to share memories about college experiences (University Business, 2017).
2. But that isn't all. We also found a problem
"Majority of college graduates do not consider their alumni association helpful when they are job searching" (ICEF Monitor, 2019).
3. With everything we found, we made an overall objective that would solve the problem and would be the base for the campaign
"Young alumni tend to check social media during their workday and respond best to light, humorous news and requests to share memories about college experiences (University Business, 2017).
We got started
We found our target audience
We decided to target recent graduates, from the past 5 years, who are known as the "Brand Loyal Millennial". They want to be engaged with their alumni program and they also want an outlet to share their college memories and connect with old classmates and professors to get over the post-graduate blues.
We created a big idea to focus the campaign on:
"Funny how some things never change"
This campaign will play off nostalgia in a light - hearted, playful manner. It will set ought to voice to recent ISC graduates that is truly is funny that some things never change. This campaign will show comical and real images of campus to draw on their old memories. Personalized messaging and humorous tones will grab our audiences' attention while keeping the purpose of connection at the forefront of the campaign.
How it all came together
a personalized direct mailer, styled to mimic Spotify Wrapped, with polaroid images of real life moments of campus that alum
will remember
BuzzFeed quizzes distributed through email marketing and social media. We used a platform that directly aligns with our target audience in a fun and new way. This quiz will allow for reminiscing and a new way to connect with old professors.
Take our BuzzFeed quiz here!
https://www.buzzfeed.com/gmfi224/which-isc-professor-are-you-dj4t68kphu
We also created a landing page for the department. Through this page we created a central hub for alumni and current students to connect and stay up to date on social media and what other ISC professionals are doing.
We made sure to tie everything together in social media. Our audience is very socially focused and we needed to put everything in a central location for them to stay up to date on. Social media was also a great way to include graphics and alumni spotlights that generate engagement.
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