The document outlines a strategy to increase engagement between seniors and recent graduates of the University of West Georgia and the Alumni Association. The target audience is seniors and recent graduates aged 21-25, with equal gender representation. The objectives are to inform 85% of the target group about alumni benefits, have 75% believe engagement is worthwhile, and increase usage of alumni services. Strategies include using media to meet needs and the two-step flow model. Tactics involve attending career events, personalized outreach, and opinion leader endorsements. The evaluation plan assesses awareness, attitudes, and participation rates compared to previous years.

1. Goal – To increase engagement between seniors and recent graduates and the Alumni
Association.
Description of Target Audience – Seniors and recent graduates of the University of West
Georgia, mostly 21-25 in age, 50% male, 50% female.
Objectives
 Informational – To make 85% of seniors and recent graduates aware of the benefits of
being a member of alumni associations.
 Attitude – To have 75% of the targeted audience believe that engaging in the programs
Alumni Association has to offer is worth the experience.
 Behavioral – To increase the number of seniors and recent graduates that utilize the
Alumni Association’s services.
Strategy 1
 The uses and gratification theory explains how people use media for their need. Use this
theory to satisfy the target audience’s need to acquire knowledge about events that could
possibly help them get a job. Meet the target public where they are by interacting with
them on multiple media platforms.
Tactics for Strategy 1
 Have representatives from Alumni Relations attend networking sessions such as Career
Expo, Media Day, GACE Statewide Career Fair, etc., to discuss the benefits of engaging
with the Alumni Association after graduating.
 Reference the Alumni Association on the graduation application confirmation page.
E.g. “Congratulations!
You have successfully applied for graduation. So what’s next? Because the
transition from undergraduate to graduate can be difficult, the Alumni Association would
like to assist in guiding you throughout this process. We offer opportunities that can
benefit your overall development as a professional through our connections with working
professionals in multiple fields, networking events, job fairs, etc…”
 Hold an organized event during UWG’s Alumni Weekend or Homecoming week, a panel
discussion, meet-and-greet, or informative meeting, in which seniors are able to interact
with alumni working in fields similar to ones they wish to pursue. Alumni are likely to be

2. around the West Georgia area during events like these since they are known for garnering
alumni.
 Following the week of graduation, send personal emails and post on the target audience’s
most frequently used social media platforms about how Alumni Association’s services
can assist in getting them jobs.
E.g. --- Personal email
“Graduate,
 The Alumni Association would like to congratulate you on crossing a milestone
towards your growth as a professional. Onto achieving your next benchmark, landing
your first job. Alumni Relations allows you to engage in networking sessions and job
fairs, along with connecting you with experts that are doing what you aspire to do…”
Strategy 2
 Utilize the two-step-flow model of communication theory. This strategy will hold opinion
leaders responsible for relaying the Alumni Association’s message to their target
audience. Seniors and recent alumni may find worth in engaging in events if a valued
opinion leader recommended they did so.
Tactic for Strategy 2
 Create an automated voice message blast in which the President of the UWG, or another
valued opinion leader, encourages both seniors and recent alumni to show support at a
designated event. To make the automated message feel personalized, it should include the
recipient’s first and last name.
Evaluation
Informational
 After providing information about the designated event, representatives should ask
recipients to participate in a short, over the phone survey. This survey may include
questions like:
1. Do you know how to join the Alumni Association?
2. Did you know that this event will be held at the University of West Georgia?
Attitude
 In the same survey, the representative will ask:

3. 1. Do you believe participating in the events the Alumni Association has to offer will be
worth the experience?
2. Do you plan to support the Alumni Association by attending at least _ amount of
meetings? If not, please explain why.
Behavioral
 Count the number of people present in 2017 meetings. Compare with participation in
meetings held in 2016.