PROJECT MANAGEMENT High Level      Medium Level   Details • Major Goals   • Sprints      • Time Estimates • Milestones
MARKETING AND MEASUREMENT MODEL                                       Why do we                                        exi...
CREATE AWARENESSPAID MEDIA         EARNED MEDIA•  Advertising     •  Social Media•  Online          •  User generated medi...
KEY PERFORMANCE INDICATORS•  Traffic•  Interactions•  Reach•  Brand Equity                             *Actual Results
INCREASE MEMBERSHIPS         Annual                    Multi-Year         • Recent Graduate         • 3 Year         • Stu...
INCREASE MEMBERSHIPSANNUAL MEMBERSHIPS   LIFETIME MEMBERSHIPS
INCREASE MEMBERSHIPSG A M I F I C AT I O N       GOLDEN PANTHER GETAWAY•  Top recruiting team   are declared winners•  Pri...
KEY PERFORMANCE INDICATORS•    New Members•    Value Generated•    Reach•    Interactions•    Media
HIGHLIGHT EVENTS                               Chapters      Torch     Awards      Gala              Special Events       ...
FIU TORCH AWARDSBranded Awareness & Interaction #TorchAwardsIntroduce people to each otherSpecial prize for 20th digital r...
FOOTBALL TAILGATEPhoto BoothsGourmet Food Catering•  Shake Shack, etc.LIVE / Turntable.FM /   prerecorded mixMobile Chargi...
KEY PERFORMANCE INDICATORSResponse RatesAttendanceParticipationProfitability
HIGHLIGHT EVENTS // SPRINTSInitiative           Audience           Description             CostPlanningCreate Collaterals ...
THREE MONTH BUDGET BREAKDOWNInitiative        Description                Cost         Balance                             ...
MAILCHIMP & RAISER’S EDGE INTEGRATIONTwo-way synching between MailChimp & Raiser’s Edge to manage   campaignsInput fields ...
FIUALUMNI.COM
MOBILE•  SMS•    Text ALUMNI to 2722•  Mobile Friendly J•  Legal Implications
OTHER TOUCH POINTS                                         Call                                                 Adjusting ...
MARKET VALIDATION*Probe, test and validate:                            *It’s more about validating whether proposed       ...
OPTIMIZATIONA/B TESTING    USER EXPERIENCE (UX)               •  Natural User Interface               •  Fluid Grid Respon...
CONTENT STRATEGY
AUDIENCE KEY(A) Alumni      (B) Board of Directors(S) Students    (F) Faculty & Staff(P) Prospects   (R) Parents(C) Commun...
ALUMNI // ALDO GONZALEZ                    Looking to take his career to                      the next level              ...
STUDENT // IVETTE ALFONSO                     Balances full-time work & school                       schedule             ...
PROSPECTIVE STUDENTS // PAULA & ROBERTO                    Junior and senior in high school                    Submitted s...
PARENTS (INDIVIDUAL OR JOINT)                      He wants to provide his daughter                        with the best e...
BOARD OF DIRECTORS // GONZALO ACEVEDO                    Busy schedule, long hours and                       travels often...
Alumni Relations
Alumni Relations
Alumni Relations
Alumni Relations
Alumni Relations
Alumni Relations
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Alumni Relations

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Transcript of "Alumni Relations"

  1. 1. PROJECT MANAGEMENT High Level Medium Level Details • Major Goals • Sprints • Time Estimates • Milestones
  2. 2. MARKETING AND MEASUREMENT MODEL Why do we exist? Create Increase Highlight Awareness Memberships Events Annual Lifetime SpecialPaid Media Earned Media Memberships Memberships Chapters Events
  3. 3. CREATE AWARENESSPAID MEDIA EARNED MEDIA•  Advertising •  Social Media•  Online •  User generated media•  Offline (photos, videos, blog posts) •  Shared Content
  4. 4. KEY PERFORMANCE INDICATORS•  Traffic•  Interactions•  Reach•  Brand Equity *Actual Results
  5. 5. INCREASE MEMBERSHIPS Annual Multi-Year • Recent Graduate • 3 Year • Student • 3 Year Joint • Single /Joint • 4 Year Student • Friend / Joint Friend Parent/Family Lifetime • Individual / Joint • Recent Graduate • 4 Year Individual/ • Student Joint • Single / Joint •  1 Parent / 1 Student • 2 Parents / 1 Student
  6. 6. INCREASE MEMBERSHIPSANNUAL MEMBERSHIPS LIFETIME MEMBERSHIPS
  7. 7. INCREASE MEMBERSHIPSG A M I F I C AT I O N GOLDEN PANTHER GETAWAY•  Top recruiting team are declared winners•  Prizes correlate with increase in memberships•  1,000 new members = $200 shopping spree•  40,000 new members = Flight + Golden Panther Getaway for two
  8. 8. KEY PERFORMANCE INDICATORS•  New Members•  Value Generated•  Reach•  Interactions•  Media
  9. 9. HIGHLIGHT EVENTS Chapters Torch Awards Gala Special Events FIU Nights
  10. 10. FIU TORCH AWARDSBranded Awareness & Interaction #TorchAwardsIntroduce people to each otherSpecial prize for 20th digital registration at ceremonyThemed Web badges for winners, faculty, attendees, etc.Pre-, LIVE and post-coverageFollow up with attendees and include FIU signature cocktail recipe *Anything Paulina or the team needs
  11. 11. FOOTBALL TAILGATEPhoto BoothsGourmet Food Catering•  Shake Shack, etc.LIVE / Turntable.FM / prerecorded mixMobile Charging Center
  12. 12. KEY PERFORMANCE INDICATORSResponse RatesAttendanceParticipationProfitability
  13. 13. HIGHLIGHT EVENTS // SPRINTSInitiative Audience Description CostPlanningCreate Collaterals Digital invitation $300 |+/-Initial A, S, C, B, $100AnnouncementSave the Date A, S, C, B,2nd Announcement A, S, C, B, C-T-A: RSVP $200 +/-LIVE Coverage $100+/-Follow up w/ TY & Attendees Thank attendees, $200 +/-cocktail recipe follow up message, cocktail recipe, etc.LIVE DJ A, S, P, C, B, R Setup Fees $8,00 +/-
  14. 14. THREE MONTH BUDGET BREAKDOWNInitiative Description Cost Balance $20,000Torch Awards Design, Misc. $2,000 +/- $18,000DJ Mix Tailgates, 6X Home Games $1,200 +/- $16,800Mobile Charging $2,000 +/- $14,800Advertising Recurring advertising $4,000 +/- $10,800Game Promotion Upfront costs $500 +/- $10,300
  15. 15. MAILCHIMP & RAISER’S EDGE INTEGRATIONTwo-way synching between MailChimp & Raiser’s Edge to manage campaignsInput fields from Raiser’s Edge into MailChimp e-mails via merge tagsView e-mail activity within MailChimp on the Raiser’s Edge platformKeep records on both platforms up to date
  16. 16. FIUALUMNI.COM
  17. 17. MOBILE•  SMS•  Text ALUMNI to 2722•  Mobile Friendly J•  Legal Implications
  18. 18. OTHER TOUCH POINTS Call Adjusting Scripts Center Brochures Print Mailings Materials Renewal Reminders FIU Alumni Profiles Magazine
  19. 19. MARKET VALIDATION*Probe, test and validate: *It’s more about validating whether proposed solutions make sense
  20. 20. OPTIMIZATIONA/B TESTING USER EXPERIENCE (UX) •  Natural User Interface •  Fluid Grid Response •  “Users don’t choose on the basis of importance but on what’s easiest to understand.”
  21. 21. CONTENT STRATEGY
  22. 22. AUDIENCE KEY(A) Alumni (B) Board of Directors(S) Students (F) Faculty & Staff(P) Prospects (R) Parents(C) Community (M) Media
  23. 23. ALUMNI // ALDO GONZALEZ Looking to take his career to the next level Enjoys sports events with college friends Wants to travel now that he’s done with college Spends his discretionary income on electronics (phone, laptop, TV, etc.)
  24. 24. STUDENT // IVETTE ALFONSO Balances full-time work & school schedule Worried about life after graduation Primarily uses Internet for schoolwork, socializing, shopping & news Interested in social activities, nightlife and cultural events Texts and listens to music on her mobile phone
  25. 25. PROSPECTIVE STUDENTS // PAULA & ROBERTO Junior and senior in high school Submitted several college applications Wonders about fitting in Needs a way to ask questions Uses text messages, social media to stay in touch Interested in social activities, nightlife Streams music on Pandora or Spotify
  26. 26. PARENTS (INDIVIDUAL OR JOINT) He wants to provide his daughter with the best education Wants to find information on housing, financial aid, safety Curious about continuing his own education
  27. 27. BOARD OF DIRECTORS // GONZALO ACEVEDO Busy schedule, long hours and travels often for work Enjoys spending evenings, weekends with family and friends Uses e-mail, text messaging and LinkedIn to stay in touch Enjoys working out at the gym and competitive team sports Seeking networking opportunities, community involvement

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