XYZs of Student Marketing


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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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XYZs of Student Marketing

  1. 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. 2. Student Audience <ul><li>Millennials (1978-1996) </li></ul><ul><ul><li>Trophy Children </li></ul></ul><ul><li>Spending power $230 billion/year </li></ul><ul><ul><li>Yet #1 future concern </li></ul></ul><ul><li>High levels of “connectivity” </li></ul><ul><ul><li>Technology influence and social engagement </li></ul></ul>
  3. 3. Student Audience, cont. <ul><li>Starbucks Generation </li></ul><ul><ul><li>Expect customization </li></ul></ul><ul><li>VIP Mentality </li></ul><ul><ul><li>Celebrity status is attainable </li></ul></ul><ul><li>Sense of Community </li></ul><ul><ul><li>Participate in group activities </li></ul></ul>
  4. 4. Reaching this Audience <ul><li>Keys to Success </li></ul><ul><ul><li>Meet students on their turf </li></ul></ul><ul><ul><li>Leverage sources of information (friends/peers) </li></ul></ul><ul><ul><li>Communicate value </li></ul></ul>
  5. 5. Reaching this Audience <ul><li>Keys to Success, cont. </li></ul><ul><ul><li>See it. Try it. Buy it. </li></ul></ul><ul><ul><li>Quick sound bytes </li></ul></ul><ul><ul><li>Funny and irreverent tones </li></ul></ul><ul><ul><li>Celebrate with them </li></ul></ul><ul><ul><li>Connect while on campus </li></ul></ul>
  6. 6. Case Study Exercise <ul><li>Building brand loyalty with students is crucial for creating future alumni connections </li></ul><ul><li>Outline five activities that connect students with your institution, organization or association brand </li></ul><ul><ul><li>What are they? </li></ul></ul><ul><ul><li>How would you execute? </li></ul></ul><ul><ul><li>How do they support the brand? </li></ul></ul><ul><ul><li>How are they tailored to reach the student audience? </li></ul></ul>
  7. 7. Case Study Exercise <ul><li>Group sharing and report back </li></ul><ul><li>Best ideas/practices </li></ul>
  8. 8. What does this look like on a campus? <ul><li>Student Marketing Campaign </li></ul><ul><li>Wisconsin Alumni Association (WAA) </li></ul><ul><li>University of Wisconsin–Madison </li></ul>
  9. 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. 10. To achieve that… <ul><li>Move beyond traditional student advancement organization programming (tactic in this big picture strategy) </li></ul><ul><li>Overcome the myth that the alumni association is not yet relevant to students </li></ul><ul><li>Be where students are and in unexpected ways </li></ul><ul><li>And… </li></ul>
  11. 11. … Goodbye Tips Tips Campaign Rest in Peace November 2002 - August 2006
  12. 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
  13. 16. Campaign Objective <ul><li>Immediate: </li></ul><ul><ul><li>Increase awareness among current students of WAA programs and services </li></ul></ul><ul><ul><li>Build brand awareness </li></ul></ul><ul><li>Long-term: </li></ul><ul><ul><li>Increase engagement of recent graduates and young alumni in WAA and with the University of Wisconsin-Madison </li></ul></ul><ul><ul><li>Build brand loyalty </li></ul></ul><ul><li>So a new look was developed… </li></ul>
  14. 17. Print Ads
  15. 18. <ul><li>Locations Included: </li></ul><ul><li>Welcome back issues of campus newspapers </li></ul><ul><li>Local community fall event and entertainment guides </li></ul><ul><li>Greek telephone directory </li></ul><ul><li>Academic building hallways </li></ul><ul><li>Bus shelters </li></ul><ul><li>Campus area restaurants </li></ul><ul><li>Bar restrooms </li></ul>
  16. 19. Fliers and Handouts
  17. 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?
  18. 21. E communication New look for student page
  19. 22. <ul><li>Students did not hear from WAA enough! </li></ul><ul><li>Messages are segmented and customized by year: </li></ul><ul><ul><li>1st year: Welcome to campus, get involved! </li></ul></ul><ul><ul><li>2nd & 3rd year: Scholarships, careers </li></ul></ul><ul><ul><li>4th year: Careers, post-college resources </li></ul></ul><ul><li>Incentives to read and respond </li></ul>Electronic Newsletters
  20. 23. PR Events & Giveaways <ul><li>Hot chocolate handout at 5:00 a.m. in basketball/hockey ticket line. </li></ul><ul><li>Free breakfast, coffee, mugs and newspaper on first day of class. </li></ul><ul><li>Key chains and ID holders at Campus Identification Card Office. </li></ul><ul><li>Campus speaker event </li></ul>
  21. 24. Viral Marketing Team <ul><li>Five marketing savvy/oriented students </li></ul><ul><li>Provides credibility to WAA and to campaign </li></ul><ul><li>Engage in viral marketing tactics such as flyering and postering, hosting pr events, writing e-news and press releases </li></ul><ul><li>Produce a viral video – You-tube factor </li></ul><ul><li>Facebook groups – “I Hooked Up With WAA!” </li></ul>
  22. 25. Measurement and Assessment <ul><li>Track student participation and event attendance </li></ul><ul><li>Web hits (75% increase) and e-mail open rates </li></ul><ul><li>Young Alumni engagement numbers </li></ul><ul><li>Annual student survey </li></ul><ul><li>Increase in membership </li></ul>
  23. 26. Summary and Quesitons
  24. 27. Contact Information <ul><li>Michael Jennings </li></ul><ul><ul><li>Student Alumni Director </li></ul></ul><ul><ul><li>Office of Alumni Relations </li></ul></ul><ul><ul><li>University of Denver </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>303-871-2598 </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>