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ALL Building Engagement Through Marketing and Communications
- 2. • • • 2
- 6. 6
- 7. Source: Internet World Stats
- 8. • Marketing and communications: print, electronic, website, video, social media • Volunteer boards and committees • Reunion, classes, clubs, and special interest groups • Events worldwide and on campus 8
- 9. 9
- 10. Source: Pew Research Center
Notes de l'éditeur
- What is the purpose of this presentation?High-level, strategic view of how the Association engages alumnae. Drill down to strategy for alumnae marketing & communications. Move to your class as a target audience and the actions you want your classmates to take.(E.g. classmates to attend reunion, local alumnae to attend club event, etc.)End with tactical suggestions and ways that Association can help you get your messages out.Association marcomm supports all three engagement areasWe bring alumnae together virtually and in person and use different communications channels (print, email, website, social media) depending on objectiveAssoc. communications strategy is to send the right message (relevant) to the right alumna (target) at the right time (channel)
- Who is the alumnae audience?MHC alumnae body ~36,000 strong and spans generations (stats are based on 32,500 active alums)Different communication channels work for different segments of audienceTwo largest groups are between ages of 31 and 50 and 51 and 70Generational view of alumnae is helpful in thinking about class-based communicationsDo you know where your classmates are?
- How does generation affect social media usage?Edudemicinfographic shows us % of social media users by generationBoomers defined as 1946-1964, Gen X mid 1960s-mid 1980s, Gen Y 1980-late 1990s, Millenial early 2000s and beyondCan’t always make assumptions—see that for those Boomers who use social media, the same percentage visit sites daily as younger generations
- How does generation affect technology usage?Shows trends in mobile usageIncreasingly, we’re getting rid of land lines and sleeping with cell phones next to our beds insteadNote that the same percentage of Boomers and Millenials use cell phones to txt
- Where is the alumnae audience located?Alums also span geographyThis view helpful when thinking about regional-based marcommVirtual engagement also helps bring together far-flung communities
- How does geography affect technology usage?28224 alums in North America1179 alums in Europe835 alums in Asia
- Now that we know who they are and where they are, how do we engage different alumnae?Marcomm channels: Meet them where they are Print Alumnae Quarterly magazine: mails to ~33,000 addresses (~2,500 are intnl)Broadcast email (on behalf of Association, classes, and clubs): ~24,000 or about 66% (high compared to other institutions)Monthly Laurel Chainenewsletter: sends to ~24,000Print class letters: less than half of classes still send them, mostly 60s classes and olderAssociation website: ~150,000 visitors annuallySocial media: Facebook (7400), Twitter (1500), LinkedIn (5700), Instagram (300)Events: reunions and mini-reunions, clubs, symposia, student events
- Virtual engagement is easier than ever before—but also changes all of the time.Social media: Facebook (7400), Twitter (1500), LinkedIn (5700), Instagram (300)Social media is a great place for classes and clubs to share content, more on how later
- A few interesting trends:8% average gap between the proportion of men and women who use social media74% of online women use social networking sites67% of internet users use Facebook and it’s especially appealing to adult women, ages 18-2916% of internet users use Twitter and it’s especially appealing to adults, ages 18-29, African-Americans, and urban residents
- So, how do we apply this information to the work that you do? Look at Reunion 2013 marcomm as case study.Repeat marcomm strategy: importance of integrationMeet your classmates where they are. How many email addresses do you have? How many visitors to your website? How many classmates are active in your social media channels?Repeat the same message multiple times in different places and at different times. Old marketing adage is that we need to hear a message 7 times before we will take action.Repackage content whenever possible. Let the Association help!
- Some great examples:Websites from 1968 and 1983—great for long-form contentPost photos and long-form articles, link from Social Media to your website or to Association website1983’s article “What happens at reunion….doesn’t stay at reunion!” offered highlights and thank-yous, and links to video from the College1968’s website includes a link to Reunion Survey results for the class: where people are personally and professionallySay the same thing in different places
- More examples. Taylor to give tutorial on best practices tomorrow.Sample FB posts from 1988 and 2003Encourage you to take a look at the 1988 feed in particular—great example of how to engage classmates in conversation in reunion and not1988 post here about a favorite magical moment at reunion elicited 33 comments; group structure allows you to share files and photos and event invites2003 shared Alumnae Association photo album; page structure for this class also works—see poll about how classmates would like to stay up-to-dateIf you have great photos on Twitter, put them on your websiteIf you have poll results to share, put them in your free print mailingIf you need content at any time, grab it from Association sources
- Don’t hesitate to contact us. Let us know what you find most helpful. Repackage our content in ways that work for you!Visit alumnae.mtholyoke.edu “Connect to Classes” to see what others are doingVisit “Communications” section of alumnae.mtholyoke.edu/volunteers for moreWhat if I’m not in reunion?Share Association SM content, link to Quarterly articles onlineCollect photos from mini-reunions and other eventsRemind classmates to keep email address up-to-dateMine class notes for job promotions, opps to congratulateSend a birthday e-card