Beyond Cocktails

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CASE Student Programs and Young Alumni
November 28 & 29, Denver, Colorado
Day 2 Presentation
Presenters: Jeremy Wingerter and Chad Harris

Published in: Business, Education
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Beyond Cocktails

  1. 1. Beyond Cocktails: Programming for Young Alumni CASE Student Programs and Young Alumni Conference November 28 & 29, 2006 Denver, Colorado Jeremy Wingerter, Northwestern University Chad Harris, University of Wisconsin–Madison
  2. 2. Why Provide Young Alumni Programming? <ul><li>Market Research </li></ul><ul><li>Growing Base of Alumni </li></ul><ul><li>Transient Audience </li></ul><ul><li>Generational Traits/Characteristics </li></ul>
  3. 3. Know Your YA Audience <ul><li>How do you define this group? </li></ul><ul><ul><li>Under 25? 30? 40? </li></ul></ul><ul><ul><li># of years out? 5? 10? 15? </li></ul></ul><ul><ul><li>Graduation year? </li></ul></ul><ul><ul><li>GOLD Standard? </li></ul></ul>
  4. 4. Understand Their Perception <ul><li>Old Men in red pants scenario </li></ul><ul><li>I won’t know anyone </li></ul><ul><li>It’s not worth the price </li></ul><ul><li>All they do is ask for money </li></ul><ul><li>If I go they’ll ask me to volunteer to help </li></ul>
  5. 5. Know Your Competitors <ul><li>Work </li></ul><ul><li>$$$ </li></ul><ul><li>Busy Schedules </li></ul><ul><li>Own Social Networks </li></ul><ul><li>Continued Academic Pursuits/Training </li></ul><ul><li>Family/Relationships </li></ul>
  6. 6. Know What Makes You Relevant <ul><li>Career Services </li></ul><ul><li>Networking Opportunities </li></ul><ul><li>Social Engagement </li></ul><ul><li>Volunteer Experiences </li></ul><ul><li>Assistance with Transition Issues </li></ul><ul><li>Is it worth it? </li></ul>
  7. 7. Considerations When Marketing <ul><li>Segment you audience </li></ul><ul><ul><li>Age range </li></ul></ul><ul><ul><li>Class Year </li></ul></ul><ul><ul><li>Major </li></ul></ul><ul><ul><li>School Affinities </li></ul></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Life Stage </li></ul></ul>
  8. 8. Involve Your Audience <ul><li>Advisory Committees </li></ul><ul><li>Event Volunteers </li></ul><ul><li>Class Chairs/Leaders </li></ul><ul><li>Fundraising Calls </li></ul><ul><li>Testimonials </li></ul><ul><li>Writing Solicitation Letters </li></ul>
  9. 9. Use the Channels they Use <ul><li>Electronic </li></ul><ul><li>Post Cards </li></ul><ul><li>Web </li></ul><ul><li>Social Networking Tools </li></ul><ul><li>E-vites </li></ul>
  10. 10. Speak Their Language <ul><li>Conversational Style </li></ul><ul><li>Informal </li></ul><ul><li>Peer-to-Peer </li></ul><ul><li>Customized </li></ul><ul><li>Special Access </li></ul><ul><li>VIP Treatment </li></ul>
  11. 11. Design With Your Audience in Mind <ul><li>Develop Partnerships </li></ul><ul><li>What’s Cool? Give-aways! </li></ul><ul><li>Ask and include their feedback, input and evaluation </li></ul>
  12. 12. Package Programs and Events <ul><li>Travel </li></ul><ul><li>Discounted Rates </li></ul><ul><li>Post-event Party </li></ul>
  13. 13. Best Practices <ul><li>Career/Networking </li></ul><ul><ul><li>Speed-Networking (Wisconsin) </li></ul></ul><ul><ul><li>_____ (Fairfield) </li></ul></ul><ul><ul><li>_____ NelNet? </li></ul></ul><ul><ul><li>Surviving 9 to 5 (UCLA) </li></ul></ul><ul><ul><li>Young Professionals Series (Northwestern) </li></ul></ul><ul><ul><li>5 Under 25 (Ohio State) </li></ul></ul>
  14. 14. Community Service <ul><li>Chicago Cares (Northwestern) </li></ul><ul><li>Day of Caring, United Way (Wisconsin) </li></ul>
  15. 15. Life-Long Learning Programs <ul><li>Search of the Perfect Pint </li></ul><ul><li>Story Behind Your Morning Brew </li></ul>
  16. 16. Student Recruitment <ul><li>Alumni Admissions Ambassadors (Iowa State) </li></ul><ul><li>Student Send-Offs (Wisconsin) </li></ul>
  17. 17. Transition and Acclimation <ul><li>Life 490 (Iowa State) </li></ul><ul><li>Welcome to the City (Wisconsin) </li></ul>
  18. 18. What’s happening on your campus? <ul><li>Open Discussion </li></ul><ul><ul><li>Other ideas? </li></ul></ul><ul><ul><li>Successes? </li></ul></ul><ul><ul><li>Failures? </li></ul></ul><ul><ul><li>Tried and True? </li></ul></ul>
  19. 19. Contact Information <ul><li>Jeremy Wingerter </li></ul><ul><ul><li>Assistant Director, Young Alumni </li></ul></ul><ul><ul><li>Northwestern Alumni Association </li></ul></ul><ul><ul><li>Northwestern University </li></ul></ul><ul><ul><li>j-wingerter@northwestern.edu </li></ul></ul><ul><ul><li>(847) 467-4324 </li></ul></ul><ul><li>Chad Harris </li></ul><ul><ul><li>Director of Campus Relations </li></ul></ul><ul><ul><li>Wisconsin Alumni Association </li></ul></ul><ul><ul><li>University of Wisconsin–Madison </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>608-347-2332 </li></ul></ul>

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