tracey themne associate director, university marketing & communications
TRANSCRIPT
Tracey ThemneAssociate Director, University Marketing & Communications
Positioning UMAA
University of Maryland Alumni Association
should be the hub for alumni engagement; the front door to the
university
Why Join?
Participation isn’t a benefit driven endeavor.
Alumni attend events, volunteer and serve as ambassadors when they buy-in to the mission, vision and identify of the UMAA
Key Messages
Fun Community Connection Celebrate
UMAA provides
connection points to alumni
throughout their lifetime
UMAA provides
alumni with a sense of
belonging
UMAA is a place for friends to
celebrate all things
Maryland
Nostalgia. Pride. Fun. Belonging.
Shifts from institutional focus.
Answers the question: “Why join?”
Creative Platform
Header
Footer
Exhibit Materials
Outdoor
Direct Marketing
Voice is playful, good-humored and refers to shared Maryland memories.
Reinforces the value of being a part of the group.
What’s your shared memory?
Marketing Tips
EmailSubject Lines
“Valentines Party pictures & more”
“Support Your Lifelong Terrapin Connection”
Sender
“Alumni Association”
“Mario Peraza, Director Alumni Volunteer Programs”
Relevant Content
“Thank you for being fearless” (41% open rate)
“Welcome to the alumni family” (36%)
Newsletters - photo galleries, videos , polls
Social Media – Top 5 Tips
Go where your audience is already engaged.
Use promos, contests and polls to occasionally to create a buzz.
Engage. Like. Retweet. Become relevant in their lives.
Use social media to supplement email communications.
Ask your audience questions. You give them permission to speak.