1. 1
Alumni Association Strategic Plan – FY15-16 Summary
Last Updated 3/21/15
Seattle University Alumni Association FY15-16 Strategic Plan
Vision: Be a world class alumni association.
Mission: The Seattle University Alumni Association fosters a common bond of pride while sustaining lifelong relationships through world class
engagement opportunities and pioneering programs.
Values: Trust, Excellence, Service, Accountability, Passion, CelebratingSuccess
Values Statement – As a team, and as individuals, we value Trust, Excellence, Service, Accountability, Passion and Celebrating Success. We are
committed to our alumni and our university partners and have a passion for improving the alumni experience. We hold ourselves accountable to
our alumni and our partners by honoring our commitments, providing results, and striving for the highest quality.
Goals & Objectives:
Goal: Strategy Initiative/Program Owner
Goal 1:
Develop a Lifetime
Relationship
Define strategic
engagement points
at each life cycle
stage to drive the
alumni message and
experience
Investin Student Experience  Define strategicengagement for1-5 yearstudent
experience
 Define Programsponsorship&messaging tosupport
lifetimerelationship
 CareerNetworking&Mentorship
 ImplementStudentSendOffs
Primary:
Peter
Secondary:
Susan
Harmony
Corinne
Buildstrong StudentAlumni Ambassador Program
(SAA)
Top studentleadershipprogramtojoinoncampus
 Implementnewstructure forSAA governance
 ConfirmMembershipPolicy
 Cleardefinitionof benefits
 Improve alliance withSUAA and keypartners
 Aligncampuslife engagementinalignmentwithRedhawk
Experience &SUAA
 Improve engagementwithSGSU
 Confirmkeyengagementopportunitiesand
representation,i.e., Peertopeerv.staff
Primary:
Peter
Secondary:
Harmony
GA: Caity
Hoover
Continue to grow young alumni strategy
Define andinvestinStudenttoAlumni transition
strategy(Undergraduate v.graduate)
 Implementchapterandleadershipstructure
 Define keyopportunitiestoengage graduatingstudents
 Builda vibrantrecent/youngAlumni network
 Utilize SUBridge as ambassadorsat keyengagements
Primary:
Peter
Secondary:
Harmony

2. 2
Alumni Association Strategic Plan – FY15-16 Summary
Last Updated 3/21/15
Continue to investin successful ReunionProgram  Continue investmentin10 & 50 year reunions
 Define growthplansforReunions (0,5,25, 40, affinity)
 ImplementFeedbackmechanisms/toolstodrive
improvements
Primary:
Peter
Secondary:
Mary Ellen
Goal 2:
Strengthen
Operations to
improve foundation
and align with
strategic plan
Define 1 - 3 year strategic outlook  Confirmedcalendarof programsYoY
 Define 1-3Revenue GenerationOpportunities
 Confirmbaseline measuresforattendance,volunteering,
giving
 Improve processforhowdata isused
Susan
Kaily
Katie P
Continue toimprove Data & Systems to support
operational foundation
Continue tobuildbudgetresource model
Improve budgetplanningtools/processes
 Dashboardto track and reportprogress
 Budgetreportingstandardsacrossteam
 YoY budgetto supportbusiness
Susan
Kaily
Continue to grow healthy,confidentteam through
strategic investments
 Continue tobuildfuture state resource model
 Attract and retainworldclassstaff
 Continue toHire strategically
 Improve studenthiring
 Improve visibilityforAlumniBoardof Governors
Susan
Kaily
Assessmentof and Update to Alumni Benefits  Susan
Goal 3:
Continue to improve
effectiveness of
marketing strategy
and increase
outreach efforts
Increase understandingof alumni audience though
survey and assessment
 Complete,analyze anddisseminate resultsof the Alumni
Attitude Survey
 TransitionposteventsurveystoNetPromoterScore
 Developandimplementengagementmeasure
 ImplementSUAA marketingdashboard
 Continue SUVoice email testing
Primary:
Corinne
Secondary:
Caitlin
Create a comprehensive marketingplan,with
targeted outreach to various alumni segments
 Utilize segmentationplanincludingdevelopingalumni
personas
 Applymessagingframeworkinall communications
 Developandexecute chaptersmarketingplan(see
chaptersgoal #3)
 Full use of editorial calendar
 Definedeventmarketingplansforall programs
 Increase effectivenessof the SUAA MarketingTeam

3. 3
Alumni Association Strategic Plan – FY15-16 Summary
Last Updated 3/21/15
Goal 4:
Build vibrant,
sustainable,
volunteer-driven
chapter strategy
Increase quality and effectivenessofwebpresence  Finalize websiterefresh
 Use messagingframeworktoinformall content
 Track webanalyticsin SUAA marketingdashboard
Primary:
Harmony
Secondary:
Corinne
Caitlin
Katie P
Implementnewuniversitybrand withinSU Alumni
Association
 RolloutSUAA identitysuite
 Developandimplementlicense plate marketingplan
 Engage one agency fordevelopmentof all event/initiative
marketingmaterialswithinSUAA identityandSUbrand
guidelines.
 Rolloutnewbrandidentitytoalumni
Work withCampuspartnersto increase accuracy
and completenessof universitydata
 Implementonlinewebform.
 Drive alumni toproactivelyupdate data.
 Effective use of onlineregistrationsystems
Define chaptersprogram to build alumni networks
and engagementby affinity:
 Corporate/Professional
 Affinity(alignw/StudentExperience)
Establishregional chapter engagementstrategy:
 Define TopRegional Chapters
 Define Regional representatives
Support chapters by providingstaff resources
Incorporate other campus partners’ programs and
SUAA programs as a part of chapter programming
 Assessmentand improvementof currentchapters
 Establishchapterstandardsandprocesses
 Create chaptertoolsfor leadership
 Developfundingframeworkforchapters
 Developandprioritizenewchapters,including
demographicsforpriorityregions andaudiences
 DevelopChaptersmarketing/communication strategy
 Developachapterspresidentleadershipcouncil
 OfferChapter/Volunteerforumforsharingbestpractices
and dialogue amongalumni leaders
 Create resourcesthatservesasa volunteerentrypoint
for alumni toengage withthe SUAA
 Define opportunitieswithcampuspartnersforchapter
collaboration
 Developonline applicationforrequestingsupportfor
chapters
Goal 5:
Improve
effectiveness of core
Alumni Association
programs
Improve experience forCore Alumni Programs  Grow Alumni &FamilyWeekend - LegacyPinning
Ceremony
 Buildonsuccessof Homecoming
 Continue toimprove andGrowCommencementBrunch
Primary: Mary
Ellen
Secondary:
Susan
Katie P
Corinne

4. 4
Alumni Association Strategic Plan – FY15-16 Summary
Last Updated 3/21/15
Grow Alumni Awards Ceremony  Acknowledgeandcelebrate the 30th
anniversary
 Improve visibility andprofessionalismof content
 Increase attendance (numbersanddiversity)
 Continue topromote asopportunityforcampuspartners
Primary: Mary
Ellen
Secondary:
Susan;
Corinne
Professional DevelopmentforAlumni  Continue todevelopSUAdvantage professional
developmentprogramwithsignature careernetworking
programs
 Determine 1-2School/Facultyopportunitiestoleverage
for alumni networking
 Oversee partnershipsthatwill deliverworkshops/small
groupcontent
Primary:
Mary Ellen
Secondary:
Katie P
Buildalumni communitythroughAthletics (Men’s
Basketball –currentfocus)
 TargetedPre GamesRallies tobuildspiritandpride
 Successful Homecoming
Primary: Mary
Ellen
Secondary
Harmony;Fr.
Dave
Well SupportedMission&SpiritualityPrograms  AdventMass
 Alumni Dayof Service
 Online Prayercommunity
Primary: Mary
Ellen
Secondary:
Corinne
Fr. Dave
Ongoing Goals:
 Professional Development Plan
 Improved visibility and integration into university community of the Alumni Board of Governors
 Ongoing Budget review
 125th Anniversary planning
 Alignment with Campus partners