1. Communications Strategy: Basketball
Engagement Campaign
Overview
The IU basketball season isprimetime for IU alumni and the IU Alumni Association. Our audienceis highly
engaged, and the potential to expand our reach with invested alumni and identify leads for revenue and
membership generation is never greater. By articulatingour passion and supportfor our team, we arealso sharing
our values with our audience. The Basketball Engagement Campaign, which includes our Stripes Socks Membership
Offer (#ShowYourStripes) and our IU Fan Photo Contest, is outlined below with our goals,audiences,key
messages, and channels as well as an overview of the schedule. As a team, we will continueto communicate
throughout this process to ensure its completion.
Goals
Engage alumni and demonstrate the relevance of the IU Alumni Association’s mission through the athletics
platform. Move alumni toward enhanced involvement by incentivizinginteraction:
 Recruit members
 Increase revenue (by selling memberships)
 Maintain/increase reputation and brand
 Maintain/build relationships
Audience
 Primary: Nonmembers
 Secondary: Lapsed members/Annual members
Key Messages
 Join the IUAA family, become a member!
 #ShowYourStripes: receive a pair of exclusive IU striped socks w/membership
o “Get a pair of IU striped socks with an IUAA membership.”
o “...renew annual membership or upgrade to a lifetime membership…”
 Submit a photo to IUAA Facebook/Twitter page and receive a prize
 Share/like our sharable IUBB graphics to show your IU spirit (this is implied, not a call to action)
 Download our original social media images and stripe out your personal profile
Channels
Facebook Post
 Facebook posts for the IU Striped Socks Membership Offer
o Ex/ Friday, Mar. 14: Show off your Hoosier pride w/a pair of exclusive #IU striped socks!
Become an IUAA member today, or simply renew. http://ow.ly/uAAWV
 Facebook posts for the promotion of our IU Fan Photo Contest
o Ex/ Saturday, Mar. 15: Share on our Facebook page, your best #IUfanphoto by March
23. Winner gets $100 Loud Mouth Golf gift certificate and an #IU prize pack!
#showyourstripes
 Facebook posts for a call-to-action to download our original IU social media graphics
o Ex/ Stripe out your Facebook profile for the game tonight at 7 p.m. as the #Hoosiers take
on Purdue! Download images now: http://alumni.indiana.edu/show-
pride/downloads/index.html

2. Facebook Advertising
 Matchnode will create Facebook ads using the same images from last year
 They will also segment these ads based on members and nonmembers (with the hopes of
isolating the posts from Lifetime members)
Emails
 First general email of appeal for Socks Campaign
 Emails are usually sent out for: Selection Sunday, Sweet 16, Final 4, and Win/Lose email
 Additional emails?
Direct Mail (snail mail)
 Unsure of this?
Twitter Posts
 Tweets for the IU Striped Membership Offer
o Ex/ Saturday, Mar. 22: #IU grads, get an @IUAA membership today & receive an
exclusive pair of #IU striped socks! Join now: http://ow.ly/tRoql
 Tweets for the IU Fan Photo Contest
o Ex/ Wednesday, Mar. 19: Hoosiers, join the IUAA today & receive the ultimate #IU fan
accessory– an exclusive pair of #IU striped socks! http://ow.ly/tRoql
Twitter Advertising
 Matchnode will create Twitter ads using the same images from last year
 Segmenting?
Alumni.indiana.edu Homepage Slide(s)
 Create homepage slide for IU Striped Socks Membership Offer
 Create homepage slide for IU Fan Photo Contest
IU Alumni Magazine
 Hopeful that we could feature the winners of the IU Fan Photo Contest in the magazine
Schedule
FEBRUARY
Tuesday, Feb. 3: IU @ Wisconsin
 Social Media coverage
Sunday, Feb. 8: IU vs. Michigan
 Social Media coverage
Monday, Feb. 9: Facebook Membership Offer with striped socks premium
 On job: Sam, Kelly, Joan, Sarah Pike (for link code)
 Link code: IUSTRIPES15 — need link generated by COMPLETED
o IUSTRIPES15 has been created in the CRM as a benefit
 Sam/Kelly works with Joan to develop language, disclaimer,budget, etc.
Wednesday, Feb. 11: IU @ Maryland
 Social Media coverage
Saturday, Feb. 14,Valentine’s Day:

3.  Social Graphic for Socks/Membership
 Two socks shaped likea heart, “I+U=the perfect pair”or “IU+Basketball=Perfect Pair”
Sunday, Feb. 15: IU vs. Minnesota
 Social Media coverage
Thursday, Feb. 19: IU vs. Purdue
 Social Graphic (Morefocused on pridethan the rivalry)
 No specificsjustyet
Thursday, Feb. 19: Facebook Membership Offer tag
o On job: Sam, Kelly, Joan, Matt, Melanie
 Matt to design tag; No need for a new tag COMPLETED
 Printed by: Feb. 16-20
 Also need mailers and socks in house by Feb. 21 (mailers are here, socks on the way)
Friday, Feb. 20: Show Your Stripes, first general email appeal
o On job: Sam (writer), Matt
 Audience: Members, AML 551+, + all who purchased travel packages
 Soft solicitfor membership as a way to access special perks throughout season
 Copy due: Feb. ??
 Design due: Feb. ??
 Email proof due: Feb. ??
Sunday, Feb. 22: IU @ Rutgers
 Social Media coverage
Tuesday, Feb. 24: Facebook Membership Offer Landing Page
o On job: Sam, Kelly, Matt, Ross, Joan
 Special landingpagefor Facebook offer — need link generated by Feb. 23
o URL HERE
 Copy due: Feb. 20 COMPLETED
 Design due: Feb. 23
 Page live: Feb. 24?
Wednesday, Feb. 25: Socks Social Promotion Begins
 Postingon Facebook and Twitter will commence once the landing pageis live
 And will continueuntil the end of the promotion
Wednesday, Feb. 25: IU @ Northwestern
 Social Media coverage
MARCH
Consider updating website and Social Page to reflect tournament plans and membership offer!
Sunday, March 1: IU Striped Socks Campaign begins (ends April 14)
 Will begin schedulingsocial media plan
 Matchnode will begin promoting via FB and Twitter
Tuesday, March 3: IU vs. IOWA
 Social Media coverage

4. Saturday, March 7: IU vs. Michigan State
 Social Media coverage
Tuesday-Tuesday, March 10-17: #ShowYourStripes photo contest
o On job: Samantha, Brandon, Alexea
o Launch photo contest via social media
o Design homepage slide(or use lastyears?)
o Add to Flickr
o Need IU prizes
March 11-15 Big Ten Tournament
Big Ten Tournament Info
1. Email getting people excited aboutthe tournament (CANCELLED)
2. Push IU Stripes Socks Campaign for membership (March 1-April 14)
a. Homepage slideis already up and running
3. IU Fan Photo Contest! (March 10-20)
a. Will changehomepage slideon March 10
4. Change FB cover to reflect BigTen Tournament in Chicago
a. Matt to design, Sam to schedulechange
March 15-April 6: NCAA Men’s Basketball Tournament
POST SEASON SCENARIO 1:
IU selected for NCAA tournament
1. IUBB NCAA Email to send on Selection Sunday (March 15)
a. Audience: All IUB alumni and IUAA members
b. Includes:travel tournament packages,game/ticket info,IU Fan Photo Contest push, IU
downloads,socks offer, send off party information?
 Social Media
o Update cover photo to reflect NCAA Tournament selection
o Homepage slides will reflectIUFan Photo Contest as well as Socks/Membership promotion
o Victory/Loss graphics arein placeto use at any time
2. IUBB NCAA Email,if team advances to Sweet Sixteen (new location)
a. Audience: All IUB alumni and IUAA members
b. Includes:game/ticket info, travel packageinfo, IU downloads,socks offer
 Social Media
o Social graphicfor Sweet Sixteen destination
o Potential to update homepage with new slide
3. IUBB NCAA Email,if team advances to Final Four (new location)
a. Audience: All alumni
b. Includes:game/ticket info, travel packageinfo, IU downloads,socks offer
 Social Media
o Social graphicfor Final Four
o Update homepage with new slide
4. A. IUBB NCAA Email,if team WINS NCAA Championship (in Indianapolis)
a. Audience: All
b. Includes:socks offer, IUdownloads,tourney gear, etc.
 Social Media
o Homepage slideannouncingWIN!
o Lots of social shares,including:winninggraphic,sharinggraphicsfromother pages,and
continued excitement pushingmembership, etc.
5. B. IUBB NCAA Email,if team LOSES followingFinal Four
a. Audience: All IUB alumni and IUAA members
b. Socks/membership offer, IU downloads,tourney gear, etc.
 Social Media

5. o Social graphicfor loss (could potentially useatany point in tournament)
March 31-April 62:NIT Men’s Basketball Tournament
POST SEASON SCENARIO 2:
IU NOT selected for NCAA tournament, gets NIT invitation
1. IUBB NIT Email,send Monday, March 16
a. Audience: All IUB alumni and IUAA members
b. Includes:NIT selection details,game/ticket info, IU Fan Photo Contest push,IU downloads,socks
offer
2. IUBB NIT Email,if team advances to next round
a. Audience: All IUB alumni and IUAA members
b. Includes:travel packageinfo, game/ticket info, IU Fan Photo Contest push,IU downloads,socks
offer
3. IUBB NIT Email,if IU WINS NIT
a. Audience: All alumni
b. Includes:Pridestatement, IU Fan Photo Contest winners,IU downloads,socks offer if still
applicable
 Social Media
o Create winninggraphic for NIT victory
4. We will not send a LOSS email at any stage of the NIT
Who needs to know about this
 Mallory and Mary atFront desk
 Wendy
 Brandon Derck (IUF)
 JT. Forbes
 Mike Mann
 Matchnode, Brian Davidson, brian@matchnode.com
 Service Center (Interactive Team)
Contacts
1. Kelly Carnahan
2. Samantha Felix
3. Alexea Candreva
4. Joan Hall
5. Matt Shoemaker
6. Ross Hughes
7. Elizabeth Blevins