1.
!
!
!
!
!
!
2014 New Grad Campaign"
Countdown to Cap & Gown!
aualum.org, Auburn Clubs Blog, Auburn Magazine Blog & Social Media!
Strategic Plan!
!
Campaign Begins: April 2014!
!
Objective"
To foster and strengthen the relationship between Auburn University and its alumni and friends!
To preserve and promote the university's traditions, purposes, growth and alumni !
To keep alive the spirit of affection and reverence for our alma mater!
!
Purpose"
To increase the number of memberships among new graduates and strengthen awareness of
the Auburn Alumni Association within the student population !
!
Audience !
Auburn University seniors and new grads!
Targeted demographic: up and coming Auburn graduates, ages 21- 25!
• 6,000 – 6,500 annually graduated!
!
Metrics for measuring success"
• New grad memberships"
• Site visits"
• Unique visitors"
• Retweets and mentions"
• Likes and comments"
• Followers"
• Search rankings"
• Time on site"
• Page views per visit"

2. Resources"
• Communications staff!
o Social media and PR interns!
o Editorial assistants!
o Student workers!
o Design Specialist: Audrey Matthews!
o Membership Coordinator: Dori Weldon !
o Outreach Coordinator: Kate Larkin !
• SAA!
o SAA Graduate Advisor: Jennifer Gibson!
!
Tools"
Print collateral, digital media platforms, networks, and various community venues such as:!
• WEGL radio station!
• The Auburn Plainsmen!
• Auburn Family blog!
• Get it Together !
• Auburn University calendar and website!
• The Loveliest Village blog !
• Local radio – PSAs!
• This Week @ AU !
• SAA social media platforms!
• AU Commons monthly post!
Mass Email Marketing !
!
Operational plan!
April!
• Membership team mails out grad letter!
• Mail out parent postcards — April 4!
• Recent grad email for December grads — April 7 - 12 !
• Create an 11x17 Tabletop Ad for Golden Eagles Reunion — April 23 - 25 !
o Advertise giving the gift of membership!
o Potentially sell/display products from our partners!
• 50% off membership email — April 28!
o “Network with your alma matter for half the price”!
• New Grad scavenger hunt begins April 14 — May 2 (2 weeks)!
o Post clues on Twitter and Facebook for seniors to find “prizes”; creates hype and
generates awareness of AAA !
o Clues throughout the week lead to a voucher for a prize to be redeemed on Friday!
▪ “Grand prize” for the last week given day before graduation!
• Alumni Walk video and Facebook ads — targeted to new grads!

3. • 50% off ad in Plainsman graduation issue — April 28!
• New sliders up on homepage!
• Auburn Family Blog Post!
• Promote AAA LinkedIn & Auburn Clubs as networking tools via Twitter and Facebook!
• Facebook promotion on SAA and AAA pages — April 28!
• Share tips and information relevant to new grads through Twitter to create !
awareness of the AAA!
o Link to career center and aualum.org resource page!
o Emphasize resources available with AAA membership!
• Facebook Post!
o Graduation Theme — “Give the Gift of Membership”!
!
May!
• Rotating 50% off banner on web home screen!
• 5 Facebook offers for membership — recent grad rate!
o May 1, May 8, May 15, May 22, May 29!
• Parent-geared slider to coordinate with postcard message!
• Facebook promotion on SAA and AAA pages — May 5!
• Auburn Magazine Blog Post!
• ML Hart Catalog!
• Wallpaper Downloads!
o “Auburn Grad” theme!
• auburnclubs.org ad!
• Auburn Clubs Blog Post!
o “Welcome the new grads in your area”!
• 11x17 Tabletop Ad for use with Club Events !
!
June!
• Recent grad email deployed between June 7 - 12!
!
July!
• Recent grad email deployed between July 7 - 12!
!
August!
• New sliders for Sept. letters!
• Recent grad email deployed between August 7 - 12!
!
September!
• 2nd letter to May Grads!
• Recent grad email deployed between September 7 - 12!
!

4. October!
• Debrief!
o Analyze results, note revisions for the 2015 campaign!
• Recent grad email deployed between October 7 - 12!
!
Tactics!
• New Grad scavenger hunt clues — hiding clues presents the opportunity to work with
other departments on campus such as:!
o Student Affairs (Aubie)!
o JCSM!
o Athletics!
o President’s Office!
o RBD Library!
• Scavenger hunt clues will incorporate historical/traditional Auburn information!
• Potential Scavenger Hunt prizes: include a card with all prizes that details the benefits of
AAA membership!
o Art print from Lisa Mosow!
o Diploma frame!
o Moving services from Atlantic Relocation!
o Membership to AAA!
o Toomers Oak Jewelry!
o Tiger Rags gift card!
o Tickets to an athletic event!
o JCSM membership!
• New sliders — theme:!
o “Take your Auburn Family with you”!
• Auburn Family blog post!
o family.auburn.edu — must register and create a profile; once you are approved, you
can start posting articles!
o I.e. Benefits of AAA membership, auburnclubs.org, scavenger hunt prizes, spotlight
on scavenger hunt winners!
• Loveliest Village blog post !
o loveliestvillage.org — same process used for Auburn Family!
o I.e. Benefits of AAA membership, famous alumni members, explanation of scavenger
hunt!
• Potential Twitter tips (2/week) — Message given via infographic!
o For moving: #AUcountdown #aufamily!
▪ Use clean socks as padding for glasses and stemware!
▪ Pack books in rolling suitcases!
▪ Cut upside down triangles in the sides of moving boxes to act as handles!
▪ Place a cotton ball into powder cosmetics!
▪ Cover openings of liquid toiletries with saran wrap to prevent leaks!

5. o Professional: #AUcountdown #aufamily!
▪ Stand when being introduced!
▪ Send separate thank you notes to all involved !
▪ Point with an open palm, not one finger!
o Interviews: #AUcountdown #aufamily!
▪ Do a trial drive to interview location!
▪ Research and know facts about company interviewing you!
▪ Make list of possible questions the company may ask!
• Potential Twitter hashtags — best to keep around 10 characters!
o #AUConnect — 9 characters!
o #AUNetwork — 9 characters!
o #AUFamily — 8 characters!
o #Countdown — 9 characters!
o #AUcountdown — 11 characters!
o #CapnGown — 8 characters!
o #Newgrads — 8 characters!
• Parent postcard — possible themes:!
o “Help your Young Auburn Professional start on the right foot”!
o “Help your grad succeed with Auburn Connections”!
• 11x17 Tabletop Ad — possible themes: Clubs!
o Networking with young alumni!
▪ “Give the gift of membership”!
▪ “Welcome new alumni”!
o Spirit points — Taylor; clubs get points by:!
▪ Mentoring young alumni!
▪ Hosting networking party!
▪ Freshman send-off in reverse!
o Instagram: club members post pictures of mentoring, parties, send-offs, etc. !
• Pinterest, Instagram & Tumblr!
o Create New Grad board on AAA Pinterest — pin pictures of new grad campaign!
▪ I.e. scavenger hunt clues, prizes, winners, new grad gifts!
o Post new grad campaign pictures to AAA Instagram and Tumblr!
o Use #newgrads #AUcountdown!
!
Outcome"
• More new graduates as members of the AAA!
• Sense of community created!
• Sharing of information!
• Increased participation!
• Improved methods of communication!
!
!

6. General Activity Schedule"
!
!
*Daily Maintenance!
• Monitor Twitter and Facebook for comments/mentions !
• Respond to questions about the scavenger hunt via Facebook and/or Twitter!
• Promote any events on social media via Hootsuite!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Monday 1. Send new grad tip via Twitter using Hootsuite !
2. Send scavenger hunt clue via Twitter and Facebook using Hootsuite!
3. *Daily Maintenance
Tuesday 1. Monitor hashtags for usage!
2. Schedule new grad tips and scavenger hunt clues for tomorrow via
Facebook and Twitter using Hootsuite!
3. *Daily Maintenance
Wednesday 1. Send new grad tip via Twitter using Hootsuite !
2. Send scavenger hunt clue via Twitter and Facebook using Hootsuite !
3. *Daily Maintenance
Thursday 1. Schedule new grad tips and scavenger hunt clues for tomorrow via
Facebook and Twitter using Hootsuite!
2. *Daily Maintenance
Friday 1. Send new grad tip via Twitter using Hootsuite!
2. Post via Facebook and/or Twitter about redeeming scavenger hunt prize
at the Alumni Center!
3. After prize is picked up, post to Facebook and Twitter about the prize !
4. Schedule new grad tips and scavenger hunt clues for Monday via
Facebook and Twitter using Hootsuite!
5. *Daily Maintenance