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Old School Goes New School
One College's Experience Developing
 a Multi-Dimensional, Collaborative
Plan to get the Biggest Bang Out of
     its Communication Efforts

                  Genevieve Howard
  College of Agriculture, Food and Natural Resources
                 University of Missouri
First, we ask questions…

Who is our audience?
What is our goal and purpose?
How will we measure our success?
Who will communicate?
How will we communicate?
Who is our target audience in the
 alumni community?

• Shared University and College
• Different Identities for Different
  Departments
• Age Range
• Comfort Level with Technology
What is our goal and purpose for
 communicating?

• Increase Support for College (interaction
  with current students, volunteer time,
  financial gifts)
• Increase Attendance at Events
• Help Alumni with Careers and Other
  Needs
• Build Reputation of College
How will we measure the success
of our program?

• Visibly Increased Support for College
  (volunteer time, financial gifts)
• Increased Attendance at Events
• How to measure career advancement and
  reputation?
Who Will Communicate with Alumni?

•   University, College or Association
•   Individual College Staff or Faculty
•   Current College Students
•   Other Alums
How Will We Communicate with
  Alumni?
• Web site
• Online Magazine
• E-newsletters, E-mails
• Social Networking Tools
• Twitter
• Other (blogs, podcasts, videos)
Web site
Our alumni are interested in:

•Research going on in the
College
•Stories about students

•Class notes

•Events
    •Upcoming
    •Photos from previous
•Stories about other alumni
What works best on a
Web site for alumni?
New School
                Show faces, not buildings
Friendly
Sense of community
Photos, Videos
Interactive
Old School
Formal
Institution
Plain Text
One-way Conversation
Use good stories as
many places as
possible.




One story will be
linked from
  •News, Research, Alumni and Future Students sections of Web site
  •Faculty and staff e-newsletter
  •Facebook alumni group and Twitter
Online Magazine   Companion E-mail Piece
E-newsletters and E-mails
                     Example of e-mail sent
                     to alumni showing the
                     students who
                     benefitted from the
                     alumni scholarship
                     fund. E-mail included
                     invitation to an
                     upcoming alumni
                     event.
Blogs
Written by students about
study abroad, career services and
life on campus.
Social Networking and Online Communities
Our Facebook Group
                         E-mail invitation to join Facebook
                         sent to new graduates
More to explore
• LinkedIn               • Photos: Flickr
                         • Video: Youtube, Vimeo
                         • Twitter



Example of
University of Missouri
alumni groups in
LinkedIn
Issues to Consider

• Difficulty of measuring ROI with
  online communication and social
  networking
• Realistic expectations for time and
  labor, long-term maintenance
In Conclusion
Talk with your audience. What do they
  want?
Move toward your goal.
Check your progress.
Assign people communication roles.
Choose appropriate methods of
  communication for your college.
Thank you!

  Genevieve Howard
howardg@missouri.edu

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Old School Goes New School

  • 1. Old School Goes New School One College's Experience Developing a Multi-Dimensional, Collaborative Plan to get the Biggest Bang Out of its Communication Efforts Genevieve Howard College of Agriculture, Food and Natural Resources University of Missouri
  • 2. First, we ask questions… Who is our audience? What is our goal and purpose? How will we measure our success? Who will communicate? How will we communicate?
  • 3. Who is our target audience in the alumni community? • Shared University and College • Different Identities for Different Departments • Age Range • Comfort Level with Technology
  • 4. What is our goal and purpose for communicating? • Increase Support for College (interaction with current students, volunteer time, financial gifts) • Increase Attendance at Events • Help Alumni with Careers and Other Needs • Build Reputation of College
  • 5. How will we measure the success of our program? • Visibly Increased Support for College (volunteer time, financial gifts) • Increased Attendance at Events • How to measure career advancement and reputation?
  • 6. Who Will Communicate with Alumni? • University, College or Association • Individual College Staff or Faculty • Current College Students • Other Alums
  • 7. How Will We Communicate with Alumni? • Web site • Online Magazine • E-newsletters, E-mails • Social Networking Tools • Twitter • Other (blogs, podcasts, videos)
  • 8. Web site Our alumni are interested in: •Research going on in the College •Stories about students •Class notes •Events •Upcoming •Photos from previous •Stories about other alumni
  • 9. What works best on a Web site for alumni? New School Show faces, not buildings Friendly Sense of community Photos, Videos Interactive Old School Formal Institution Plain Text One-way Conversation
  • 10. Use good stories as many places as possible. One story will be linked from •News, Research, Alumni and Future Students sections of Web site •Faculty and staff e-newsletter •Facebook alumni group and Twitter
  • 11. Online Magazine Companion E-mail Piece
  • 12. E-newsletters and E-mails Example of e-mail sent to alumni showing the students who benefitted from the alumni scholarship fund. E-mail included invitation to an upcoming alumni event.
  • 13. Blogs Written by students about study abroad, career services and life on campus.
  • 14. Social Networking and Online Communities Our Facebook Group E-mail invitation to join Facebook sent to new graduates
  • 15. More to explore • LinkedIn • Photos: Flickr • Video: Youtube, Vimeo • Twitter Example of University of Missouri alumni groups in LinkedIn
  • 16. Issues to Consider • Difficulty of measuring ROI with online communication and social networking • Realistic expectations for time and labor, long-term maintenance
  • 17. In Conclusion Talk with your audience. What do they want? Move toward your goal. Check your progress. Assign people communication roles. Choose appropriate methods of communication for your college.
  • 18. Thank you! Genevieve Howard howardg@missouri.edu