Create an event that raises the stature of the DeVry brand to the same level as other major
universities in Southern California.
Support DVU’s “The Career University” positioning.
Target women adult learners, an under-represented demographic among DVU students.
Create, reinforce, and leverage professional associations with leading corporations.
Provide meaningful student-life activities for current DVU students.
Generate inquiries and enrollments among the target demographic.
Event Goals Per January Home Office Meeting
Elevate the DVU brand.
Create a significant, brand-reinforcing student and prospective student brand experience.
Generate inquiries and new enrollments.
Leveraging Partnerships and Resources
Ways We Did This
Our weekly magazine article
On-line advertising (Facebook)
Interview on Community Affairs show
Home office Facebook postings
Van hit at DeVry with promos
On-campus bulletin boards
Week-long on-air and online ticket give away
Week-of campus PA announcements
Community college print ads
Community Events on-air interview
15,000 e-mails to FY ’10 RNC (respond not convert) list
(with Joe Hines)
Community College e-mail (45,000 impressions)
3,000 current DVU and KGSM on-line and on-site
Flyering Days: 3 weekends starting 1-month prior to event.
Long Beach Grand Prix: 1x
Ocean Blvd. (downtown LB): 2x
Student Facebook pages
E-Blasts by interns, community partners, corporate partners,
Absolute Production Services built a dedicate URL for registration.
Professional, upscale event. Conversion of DVULB commons to a professional assembly hall.
Large scale plasma screens, full stage, professional sound-system.
Tented luncheon area. Box lunch provided. Professional VIP Hospitality area.
In-kind donations for VIP Hospitality, gift bags, and day-long raffle drawings of high-value items from major
High profile speakers from highly respected national corporations, and impressive local business owners.
Intimate, deep-dive breakout sessions led by DVU faculty members. Meaningful exchange of ideas and information
by recognized experts on subjects that were valued by the attendees.
Soft-sell approach from admissions. Not an overtly ‘in-your-face’ recruitment event. Rather, the brand benefited by
association with the event.
Developed event-specific landing page.
Integration of Career Profiler.
On-site check-in process included ‘opt-in’ opportunity.
Rooms decorated to parallel theme of Career Profiler.
Laptop drawing generated inquiries.
THE ENVIRONMENT- SPEAKER SESSIONS
Transformation of campus cafeteria into professional keynote room.
Outdoor Lunch Tent, Registration, and Hospitality
“I thought the event was informative and an inspiring. I felt empowered from the networking
opportunities and information shared. Women do great things and are great people. I also learned that
great women place an importance on their families as well. The only thing I would like to add that was
not there is a roundtable with the attendees might help with further networking.” – Autumn, attendee
“Great! Fantastic speakers. Enjoyed each part of the day. I was inspired by so many successful women
and so many women seeking professional advice.” – Melanie, attendee
FIRST CLASS GUEST SPEAKERS VOLUNTEERED THEIR TIME!
“Excellent event with great speakers. It was a really nice mix of speakers from big name companies
(Microsoft, HP, and UPS) and smaller local companies (HR consulting, clothing advice, etc.) The last
speaker (the magazine editor) was a fabulous, dynamic speaker. Though her company is not well known,
she echoed comments and advice from earlier speakers at the big-name companies, and she offered nononsense advice. She was dynamic, funny, and really well-spoken.” - Kristin, attendee
PROGRAM CONSULTATION, URL DEVELOPMENT AND URL MANAGEMENT.
Respected speakers from Microsoft, HP, Governor’s Office, LA Lakers, LAPD, and other highly respected
corporations and businesses.
HP partnership with laptop donation.
In-kind donations from high profile corporations.
WHW (Women Helping Women)
Big Brothers, Big Sisters of Los Angeles
Community College tabling events.
High School: Senior student contacts through HS presenter teams.
Developed a solid core of actively involved student volunteers that managed every functional area of the
event production, event planning, event marketing, and business development process.
Testimonials indicate a ‘life changing’ experience and change in student morale.
Desire for future opportunities to get involved and recruit circle of influence.
“Thank you for sponsoring/hosting last Saturday's Generation
WE event. Many of the speakers were very unexpected,
interesting and offered a fresh perspective, while others
reaffirmed time-tested and true principles regarding job hunting
and employment in today's tough world of work. It also offered
an excellent opportunity to network!” – Cherlyn, attendee
“The most important things I learned are the importance of perseverance and the importance of building a
network. It’s really great for students and women re-entering the workforce to hear from successful women at
companies large and small…and to hear their advice on what to do next in the job search process. Career
Services people can tell students about how to create resumes, the importance of networking, interviewing
dos and don’ts and other similar topics, but nothing has the same credibility as hearing that information
from successful women in business.” - Kristine, attendee
What Went Well
Planning. Process included all aspects of the event and started 5 to 7 months prior to the actual event.
Communication. All functional areas were consulted with and given ample opportunity to provide input
and feedback prior to the event.
Metro support and Metro participation.
Speaker participation. (All volunteered their time and some flew in.)
Inquiry Generation. 30% of attendees expressed interest to learn more about DeVry University.
What Needs Improvement
Low turn-out (300+ pre-registered). Less than 1/3 of the RSVPs attended.
Improve participation from: Community Outreach, Academics, Admissions.
Partnership with Passion
PARTNERSHIP DELIVERABLES: Internship
Five Month Internship development and management with Joe Hines.
First hand event marketing, production, and management experience led by an award winning team.
Interns tasked with projects to enhance their leadership, communication, team-building, and
Enhanced student morale as DeVry Students and enforced students to work with each other as well as
with members of the corporate and nonprofit communities.
Challenged students to utilize social networking tools and reach out to non-traditional resources.
A proven case study in the development of skills and personal and professional confidence.
A FIRST HAND, FIRST CLASS, FIRST OF ITS KIND INTERNSHIP EXPERIENCE!
FROM OUR INTERNS:
“Being with this team I felt like I was part of something, I felt significant. For most of my life, I've spent my talents doing
projects for myself in hopes that I would captivate an audience.”
“I watched how the volunteers and interns worked with each person who registered, and they did their tasks with
great purpose and satisfaction. I was initially disappointed with the turnout, I wish it was more, but I realized the
people who did attend were changed forever and those who they interact with are also.”
“Generation WE was an amazing team building opportunity. Everything I heard was positive. It teaches you how to
improve yourself and grow. Anything that teaches you to grow is a form of positive branding.”
“This was truly one of the greatest experiences I have had and look forward to working on this type of event again.”
Partnership with Passion
PARTNERSHIP DELIVERABLES: Event Production and Event Management
Event production, management, and execution.
Coordinated details with Long Beach Facility Team.
Intern and volunteer training for event.
Solicited, procured, and negotiated all in-kind donations for hospitality, VIP gift bags, and all raffle
items (except for laptop).
Brand building for DeVry by engaging and developing student, staff, community, media, and corporate
support (on behalf of Generation WE).
Produced and managed content with DeVry and its interns.
Produced and managed Generation WE URL.
Procured and facilitated the following speakers: Sue Hill, Sophia Kim, Lee Everret, Marcella Winn, and
Solicited and confirmed community partners.
Solicited and procured in-kind partnership with Hot 92.3.
In-Kind Value: $30,000
In-Kind Media Value: $7500
(Cume is 2,000,000 for Hot 92.3/week. 300,000+ impressions.)
Total In-Kind: $37,500
It’s more than an event, its an organic, and first of its kind
Corporate-Community-Staff-Student Partnership With Passion!
Next Steps/ Opportunities
Opportunity to expand and integrate with the “Her World” brand as a more inclusive event for “women” in
Selection of specific markets for expanded program.
Selection of Generation WE as the fourth national event for FY ’11.
Broadcast content from Generation WE event into DeVry.edu, Youtube, and partner sites. Use content to
engage social networking forums online. Focus on careers.
Thank you DeVry for the Opportunity to partner and produce