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XYZs of Student Marketing

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Day 1: Student Marketing Breakout Session …

Day 1: Student Marketing Breakout Session
Presenters: Michael and Chad
Topics: Overview of student traits, case study and best practice example.

Published in Business , Education
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  • 1. XYZs of Student Marketing CASE Student Programs and Young Alumni Conference November 28 & 29, 2006 Denver, Colorado Michael Jennings, University of Denver Chad Harris, University of Wisconsin–Madison
  • 2. Student Audience
    • Millennials (1978-1996)
      • Trophy Children
    • Spending power $230 billion/year
      • Yet #1 future concern
    • High levels of “connectivity”
      • Technology influence and social engagement
  • 3. Student Audience, cont.
    • Starbucks Generation
      • Expect customization
    • VIP Mentality
      • Celebrity status is attainable
    • Sense of Community
      • Participate in group activities
  • 4. Reaching this Audience
    • Keys to Success
      • Meet students on their turf
      • Leverage sources of information (friends/peers)
      • Communicate value
  • 5. Reaching this Audience
    • Keys to Success, cont.
      • See it. Try it. Buy it.
      • Quick sound bytes
      • Funny and irreverent tones
      • Celebrate with them
      • Connect while on campus
  • 6. Case Study Exercise
    • Building brand loyalty with students is crucial for creating future alumni connections
    • Outline five activities that connect students with your institution, organization or association brand
      • What are they?
      • How would you execute?
      • How do they support the brand?
      • How are they tailored to reach the student audience?
  • 7. Case Study Exercise
    • Group sharing and report back
    • Best ideas/practices
  • 8. What does this look like on a campus?
    • Student Marketing Campaign
    • Wisconsin Alumni Association (WAA)
    • University of Wisconsin–Madison
  • 9. Vision 2008 1. Increase engagement of in-state alumni in the life of the University and WAA 3. Promote a 360 degree brand culture where every WAA employee, volunteer and partner understands and advances the UW and WAA brand mission. 4. Provide customer-oriented and cost-effective alumni relations to all UW-Madison graduates through business-to-business partnerships with schools and colleges. 5. Diversify and increase revenue streams that enhance WAA brand integrity. 2. Increase engagement of student-to-recent graduate market.
  • 10. To achieve that…
    • Move beyond traditional student advancement organization programming (tactic in this big picture strategy)
    • Overcome the myth that the alumni association is not yet relevant to students
    • Be where students are and in unexpected ways
    • And…
  • 11. … Goodbye Tips Tips Campaign Rest in Peace November 2002 - August 2006
  • 12.  
  • 13.  
  • 14.  
  • 15. Partnership with School of Journalism For Students, By Students Phase 1: Market Research Segment our audience Showcase: Careers Scholarships Leadership Make WAA relevant Phase 2: Creative Design Cut through the clutter Use an irreverent tone Simple, recognizable fonts & images
  • 16. Campaign Objective
    • Immediate:
      • Increase awareness among current students of WAA programs and services
      • Build brand awareness
    • Long-term:
      • Increase engagement of recent graduates and young alumni in WAA and with the University of Wisconsin-Madison
      • Build brand loyalty
    • So a new look was developed…
  • 17. Print Ads
  • 18.
    • Locations Included:
    • Welcome back issues of campus newspapers
    • Local community fall event and entertainment guides
    • Greek telephone directory
    • Academic building hallways
    • Bus shelters
    • Campus area restaurants
    • Bar restrooms
  • 19. Fliers and Handouts
  • 20. Facebook ads Get Your WAA Hookup Think you know it all? Answer this campus question for a chance to win one of four $50 University Book Store gift certificates!  Q: What two movies were filmed at UW-Madison?
  • 21. E communication New look for student page
  • 22.
    • Students did not hear from WAA enough!
    • Messages are segmented and customized by year:
      • 1st year: Welcome to campus, get involved!
      • 2nd & 3rd year: Scholarships, careers
      • 4th year: Careers, post-college resources
    • Incentives to read and respond
    Electronic Newsletters
  • 23. PR Events & Giveaways
    • Hot chocolate handout at 5:00 a.m. in basketball/hockey ticket line.
    • Free breakfast, coffee, mugs and newspaper on first day of class.
    • Key chains and ID holders at Campus Identification Card Office.
    • Campus speaker event
  • 24. Viral Marketing Team
    • Five marketing savvy/oriented students
    • Provides credibility to WAA and to campaign
    • Engage in viral marketing tactics such as flyering and postering, hosting pr events, writing e-news and press releases
    • Produce a viral video – You-tube factor
    • Facebook groups – “I Hooked Up With WAA!”
  • 25. Measurement and Assessment
    • Track student participation and event attendance
    • Web hits (75% increase) and e-mail open rates
    • Young Alumni engagement numbers
    • Annual student survey
    • Increase in membership
  • 26. Summary and Quesitons
  • 27. Contact Information
    • Michael Jennings
      • Student Alumni Director
      • Office of Alumni Relations
      • University of Denver
      • [email_address]
      • 303-871-2598
    • Chad Harris
      • Director of Campus Relations
      • Wisconsin Alumni Association
      • University of Wisconsin–Madison
      • [email_address]
      • 608-347-2332