The UOAA is proposing using Oregon athletics to increase membership. They will hold tailgates and watch parties for football and basketball games. A large tailgate is proposed for PK Park during football games shown on a big screen. Print, social media, online ads and events will promote UOAA membership and pride in the Ducks. The budget allocates funds for banners, posters, promotions and an online forum. Social media will be updated weekly and a podcast produced monthly. Evaluating engagement will measure the plan's success.

1. Alumni
Association
Plans Book
!
Grant Allen Andrew Helms Dan Marting Scott Wooley

2. Table of Contents
Sitation Analysis 4
Objectives 10
Recommendations 11
Target Audience 13
Creative Brief 15
Media Plan 17
Schedule 21
Budget 22
Evaluation 23
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3. “Sitting in the foothills of the Cascade Mountains, Oregon’s Autzen Stadium is
one of college football’s hidden jewels. Before kickoff, Autzen is as peaceful as
the Willamette River, which runs through Eugene just a few minutes from the
stadium. After kickoff, the fans – even the alumni – forget who they are, where
they come from and what their degree is in. The audience adopts a new collective
identity for the next three-and-a-half hours: the 12th, 13th and 14th man.Autzen’s
59,000 strong make the Big House collectively sound like a pathetic whimper. It’s
louder than any place I’ve ever been, and that includes “The Swamp” at Florida, Executive Summary
“The Shoe” in Columbus and “Death Valley” at Louisiana State. Autzen Stadium
is where great teams go to die.” – J. Brady McCullough, The Michigan Daily. The University of Oregon Alumni Association is struggling to stay relevant to Oregon
Alumni.
The UOAA has explored many different ways to reach out to Alumni from direct mail to
Facebook. It is a mix of messages leaving Alumni not sure how the UOAA can add value
to their lives. This is the main problem for the UOAA. Which has lead to an unacceptable
membership rate for the number of Ducks around the world.
There is a way to bring the Oregon Alumni together no matter where they are today. It is
through a sense of pride in their alma mater.
The University of Oregon has gained national recognition in the last few years because
of its outstanding athletic programs. We found that this pride of being a duck fan has
reminded those who have moved on from Eugene what “Go Ducks” truly means. We see
this as the strongest opportunity for growth of the Alumni Association. Oregon Alumni
across the world have something they can grab onto from Eugene, the Ducks.
Team WHAM is dedicated to using the national recognition and pride of the Oregon
Ducks to bring the value of the UOAA to all Oregon Alumni.
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4. Situational Analysis
Product
The University of Oregon Alumni Association (UOAA) is a membership based network for Promotion
alumni. The UOAA is a strong professional network which provides opportunities for
alumni to jumpstart their careers. Unfortunately, the UOAA is underutilized by alumni with a Current promotions are almost entirely packaged with discounts to NW retailers. Many of
membership rate of approximately 7% of UO alumni. Alumni can purchase annual or lifetime these discounts seem like low-value coupons that could easily be passed up by most members
memberships. Of the 16,000 current members, 6,500 are life-time members and 9,500 are annual and have little or no relation to the UOAA brand values. The UOAA advertising executions
members. The UOAA is not a leader among alumni associations. The desired membership for all include easily overlooked pamphlets in the Duck Store, electronic on-screen banner ads at
alumni is 20%. Current members of the UOAA have listed net working, pride, UO events and sports events and local TV spots.
opportunites, and store discounts as the top reasons for joining the Alumni Association. Sales are
best in the fall (football season) and spring (graduation).
Place Price
UOAA memberships are sold at their Ford Alumni center headquarters, on their website, Annual Membership Lifetime Membership
at various Duck Store locations and at graduation events on campus. Memberships are not
available for purchase through any third party retailers outside the university. Memberships can Regular Regular
be purchased at the information desk inside the Duck Store. Memberships are well advertised Individual - $55 Individual - $750
and easy to find through the UOAA website and sponsored graduation events, but presence Joint* - $65 Joint - $1,000
in the Duck Store is much more subdued. While Alumni Association employees are very
knowledgeable and enthusiastic about membership information, retail employees at the Duck Young Alumni (within 4 yrs of graduation) Young Alumni (within 4 yrs of graduation)
Store do not seem to know much besides what paperwork to fill out. Individual - $35 Individual - $375
Joint - $45 Joint - $500
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5. SWOT Weaknesses
Situation: Strengths - Lacks the desired relationships
- Connect with network of Alumni - Low membership rate (7%)
Competition - Discounts/ Coupons - Cost is not viewed as equal to
- Events to bring Alumni together benefits
- Strong athletic fanbase - Lack of benefit awarness
The UOAA faces competition within the UO from donations to the Athletic
Department and charitable gifts to the University. Alumni see both of these
Opportunities Threats
- Networking opportunities - High cost of membership
expenses as giving to the UO, so they fail to see the need to connect with the
- Well supported athletics - Low priority vs. other bills
UOAA. - Diehard Fans - Lack of interest
- Sell importance of being a Duck
Outside of the UO the UOAA competes against other yearly memberships like through sports
sports clubs or social clubs (country clubs, yacht clubs). These clubs can often
play a bigger networking roll in peoples lives, because they are things closer to
home and used on a more daily basis. If alumni are already spending money on
clubs like these that have a daily impact on there lives than they are not going
to be as inclined to spend money on the UOAA for just networking.
7 8

6. What is the problem or opportunity Single most important thought
The UOAA is unable to “hook” non-members with their current promotions. Current members rank Duck fans are some of the most passionate college sports fans in the nation.
networking as top priority, but that is why they are the current members. The active Alumni that are The UOAA should be the ones that bring them together and unite them in
not part of the UOAA already are active because of the pride in the university and in our teams. This support of there University of Oregon Ducks.
is where the highest opportunity is for new members. If you have great events related to that then the
relationships and networking will follow.
Will attend an Oregon Athletic event after graduation
Plan to stay connected with the University of Oregon
98%
Through Athletics
93% Tailgate before Games
76% 81%
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7. Objectives Recommendations
Focus on gaining and retaining members through Oregon athletics
Become THE tailgate for home football games
Engage target audience on Social Media Target PK Park as tailgate location (big screen, concessions, kid
friendly)
Increase UOAA presence at home athletic
Hold sport specific events
events
Connect with alumni through Social Media
Position the Alumni Association as the best way
Give away tickets and admission to events on Social Media to
to “Be a Duck” after donning the cap and gown encourage connecting with the UOAA online
Launch a Podcast and Forum on the Alumni Association website
11 12

8. Target Augence
Demographic
M/F 21-26 year-old University of Oregon Students and alumni
Why 21- 26
These students are coming to the end or have already moved on from their college career.
With the stress of finding a job and relocating, they need to be able to continue their passion for
the UO. These individuals are young and hold social events in high regard. Being provided
with an opportunity to unite with other Duck alum and share their enthusiasm for the schools
athletic endeavors is essential.
Psychographics
Our primary targets are UO seniors and recent grads who take pride in representing their school
and do this primarily through athletics. These students are approaching (or past) graduation and
feel that the way they can stay involved with the UO is through sporting events. Sporting events
are a place where they can come together with others that share their passion and become united
Influence on Behavior
through UO athletics. Athletic events provide an opportunity for alum to come back to their college Our primary target audience is no stranger to everything that is new media and how it affects their
behavior. They are influenced by their social lives, online browsing and of course social media.
experience; a vacation from daily life. Because enthusiasm for UO athletics is spread wide
Our target is also influenced by the amount of time they have in a day. We need to make sure we
throughout the university, the department with the largest student populations would be targeted
provide the information to them as to why our event is worth their time. The media needs to both
(business, arts and sciences, education, journalism). Oregon athletics is the glue that bonds alumni
grab the attention of our audience and give enough information to show the benefit of our events.
to our university. With the soaring success of the Ducks football program in the last couple years,
the opportunity to capitalize on sports fans has never been higher. Win The Day isn’t just appli-
cable for the football team. It is the spirit that brings Ducks, past and current, together.
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9. Creative Brief Problems
Lack of awareness of what the Alumni Association does
Viewed as a donation, not a membership
Objective
Increase UOAA membership from approximately 7% to 20% in 7 years Targets audience seasonally
Background Desired Thought
The UOAA is a network of UO alumni that desire to stay connected The advertising should bring Ducks together through
with the university. Members enjoy networking events, football watch sports. It should make the audience feel that the UOAA
parties, and discounts to a variety of northwest retailers. Retaining is the best way to be a Duck for life. The audience needs
members can be difficult when members do not realize the value of be- to believe that the Alumni tailgate is THE tailgate for
ing a Duck for life. home football games.
Competition
The UOAA faces competition within the UO from donations to the
Most Important Thought
Athletic Department and charitable gifts to the University. Alumni see Duck fans are some of the most passionate college sports fans in the nation.
both of these expenses as giving to the UO, so they fail to see the need to The UOAA should be the ones that bring them together and unite them in
connect with the UOAA. support of their University of Oregon Ducks.
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10. Media Plan
Social Media
Twitter and Facebook will be used to promote this event. They will be used to build the hype for Civil War games and
the different UOAA events that go along with that. Ticket giveaways and other freebies will be used to attract people Online
to check regularly. Twitter and Facebook are the best way to reach our target audience. Providing incentives to check Online ad space would be used to get people to the Social Media outlets and encourage interaction on these platforms
back with the UOAA social media will create regular traffic. with promotional ads. We would post banner ads on the sport specific sections of goducks.com along with the Oregon
Why? Ducks section of oregonlive.com.
The strategic use of social media will allow those interested in University events will feel a part of a community. It
is the UOAA fan base that we will encourage to grow and bond through these outlets. It also allows UOAA members
Why?
that are not on campus to feel apart of what is going on at Hayward Field, Matthew Knight Arena, Autzen, and PK By placing banner ads that click through to the UOAA website’s list of events on these pages, UO enthusiasts
Park. If they are looking to come to Eugene, they will be up to date on what events the UOAA are holding for fans will be channeled directly to the events that they are interested in. Once on the UOAA website, there is a greater
before, during and after the competition. likelyhood that Duck fans would explore the services and offerings that the UOAA provides.
Execution Execution
Tweets:
1. Come to the Ford Almuni Center and collect your #FanSwag! #UOAAEvents
2. Pac-12 T&F Championships at Hayward! Cheer with your fellow Ducks! #UOAAEvents #GoDucks
3. Want to see the Ducks beat Cal at Autzen? Free Tickets for the best Duck Gear! Send us a pic of your DuckPride!
#GoDucks #FreeTickets #UOAA
4. Need #DuckGear for the Game? There are some new T’s and Hats from the #UOAA Like us on Facebook for #Fan-
Swag
5. We are watching the game at Taylor’s today! Come in your #DuckGear #FreeFood #FanSwag #UOAAEvents
6. (TwitPic) Look at this #DuckGear! #GoDucks! Can you get on their level of #DuckPride?
7. Come to the Ford Alumni Center beofe the Game at MATT Arena for #DuckGear #FreeFood #FanSwag #UOAAe-
vents
8. It’s Alumni Day at PK Park! Come watch the Ducks and enjoy all things Baseball with fellow Alum! #FreeFood
#FanSwag #UOAAEvents #FreeTickets
9. 2. Tailgate with your fellow ducks outside the Ford Almni Center before the Spring Game! #UOSAAEvents #Free-
Food #FanSwag
10. Who is in #TrackTownUSA for the Olympic Trials? Meet up with Alumni before and after events at the Ford
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Alumni Center! #FreeFood #FanSwag #UOAAevents #GoDucks

11. Media Plan Events
Print Football
The UOAA has great tailgates at all away games, but are less visible at home. Holding a large tailgate and pep rally
Posters hanging around campus will in Eugene reaches a much larger fan base than away games. The proposed tailgate at PK Park would turn into a watch
be used to create awareness of impor- party during the game. The game would be shown on the big screen and concessions would be open to give an authentic
tant UOAA events. For example, game feeling. Having a successful home event would increase campus awareness.
Basketball
advertising the schedule of all Civ-
il War games with corresponding
UOAA “Duck spirit” events. Getting
people to the Civil War events will al- With the new facilities (Matt Arena) and the growing success of the men’s basketball team, the UOAA has a chance to
low Ducks to get fired up about the connect with these fans. Holding a pre-game rally at the Ford Alumni center would be a way to get fans together while
upcoming games and strengthen their showing off the UOAA’s beautiful facility. The Ford Alumni center is a few steps from the doors of Matt Arena, so get-
passion for the UO. If people are ex- ting people there is just a matter of awareness. Once inside, Duck fans can explore the building and play around with
cited about Civil War match-ups, they the interactive columns and tables in the lobby. Some swag giveaways mixed with food and drinks would tempt people
will look for things to do related to it. to come look around. Creating a “tailgate” sort of event could also make basketball games draw a bigger crowd.
The print ads will then also be used
to draw Duck fans to the social media
where a comprehensive schedule of
UOAA events will be shown. Pep Rally
Performances (On the Rocks, Dance Team, Band)
Why? Car Smash
Football Team Appearence
Posters can generate a basic level of Pump up Speaker
awareness depending on the location
and frequency of impressions made
on the target audience. With a cre-
ative design and strategic placement,
a well made poster can draw the target
audience to their first UOAA event.
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12. Schedule Budget
Print
Banners- Two 5ft banners per school
Social Media (SOJC, Business, AAA)- $600
Twitter- 5 hours per week Posters- $150/event
Facebook- 5 hours per week
LinkedIn- 5 hours per week Promotions
Fall Term: Football game towels- $3,000
Total- 15 hours per week of Winter term: Coffee mugs + hot chocolate- $885
hourly wage Frisbees- $575
Online
Website forum- $195 license + time for set up
Podcast- 10 hours per month for production
News release style write-ups to be distributed
to various University websites- 1 hour/event of
hourly wage.
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13. Evaluation Promo Executions
Success for our social media objectives would be measured by the amount of new followers and
interaction between alumni/students with the UOAA. This can be measured at the end of each month by
analyzing the new connections, mentions, and engagement. A survey should be distributed to
students and alumni to measure awareness of the UOAA’s social media involvement.
Success for our online objectives will be measured by Podcast downloads and alumni activity on the
forums. These tactics are in place to increase alumni satisfaction of keeping up with the university and
staying connected. Additionally, we will measure awareness of our online efforts through the
survey previously mentioned.
We will consider our print objectives a success if students attend our events. The banners in each school
will serve as a reminder about the events every time a student enters the building.
The ultimate indicator of our campaign’s success will be measured by increasing membership to 20%
within 7 years. Our career building events on-campus will show the importance of networks to students
in attendance. By attending our events, students will see the value in the UOAA network.
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