March 1, 2012 Jackie Ordan and Ali Bergmann on Student Outreach ...

WAAS APPROACH TOSTUDENT OUTREACH<strong>Jackie</strong> <strong>Ordan</strong> <strong>and</strong> <strong>Ali</strong> <strong>Bergmann</strong>Wisconsin Alumni AssociationUniversity of Wisconsin–Madison

GOALS FOR THIS SESSION• Show a case for engaging students in alumnirelations• Provide information about the changingdemographics of millennial marketing,including recent graduates• Detail WAA’s opportunities for studentoutreach

WHY ENGAGESTUDENTS?Philosophy• Future alumni: more engaged now meansmore engaged later• Initiate br<strong>and</strong> awareness to create br<strong>and</strong>loyalty• Relevant <strong>and</strong> meaningful resource

WHY NOT WAIT?• The only time to build an expectation thatalumni/students give back is now• In our backyard… they are currentlyexperiencing the UW-Madison br<strong>and</strong>• Captive: we know where they are, whatpapers they read, their email addresses<strong>and</strong> theyre all in a 20 mile radius• Cost-effective: email lists, web technology

UNDERSTANDING OURAUDIENCE

MARKETING TO MILLENIALSMILLENNIALS, ECHO BOOMERS, GEN Y, INTERNET GENERATION• Born from 1976 - 2000; reached young adulthood atthe start of the millennium• Children of Baby Boomers & older Gen X cohort• Different relationship with parents <strong>and</strong> authorityfigures; team oriented• Very tech savvy• Greater disposable income than any other generationbut high importance on value• Strong interest in community service

REACHING MILLENNIALS See it. Try it. Buy it. Quick sound bytes Funny <strong>and</strong> irreverent tones Celebrate with them Connect while on campusSource: Patrick Sherry, Alloy Marketing <strong>and</strong> Media, New York

SO HOW DOES THAT INFORM WHATWE DO TO REACH THEM?• Meet students on their turf <strong>and</strong> timing• Leverage sources of information – informtheir influencers (friends/peers/parents)• Communicate value - affordable for theirbudget <strong>and</strong> time• Be unexpected but consistent• Use the expertise of the audience – makethe most of utilizing students

CHANNELSTO CONSIDER

TALK TO THEM VIA… Student organizations/groups Events: low cost but meaningful engagementofferings, such as: Alumni connections Meet the Dean Direct marketing/communication Electronic, print In-person events Social Media

STUDENTORGANIZATIONS

WAAS STUDENT ORGSWisconsin Alumni Student Board(WASB): Connect past, present <strong>and</strong> futurestudentsUW Homecoming Committee: Celebratethe spirit <strong>and</strong> tradition of UW-MadisonInterns: Build <strong>and</strong> execute tactical plans forstudent to student engagement

BENEFITS Peer influence factor Support from campus resources likeCFLI <strong>and</strong> ASM funding Credibility of source Low cost Flexibility of day/time of events Resume builders for students

RECRUITMENT ANDAPPLICATION PROCESS Peer recruitment Spring application process Submission of cover letter, resume <strong>and</strong>questions Interviews

RESOURCES REQUIRED Learning the rules: campus use policies,student org guidelines Staff time investment You MUST build a strategy, includingmission <strong>and</strong> goals, before you buildtactics Funding sources <strong>and</strong> spendingregulations

LOW COSTENGAGEMENTS

ENGAGE STUDENTS VIA… Alumni connections Network building Awareness building Partnerships Take advantage of campus-wide events

DIRECTMARKETING

PRINT MEDIA CHANNELS Ads: Welcome back issues of campus newspapers Local community fall event <strong>and</strong> entertainmentguides Bus interiors Posters: Academic building hallways Campus area restaurants Career Services Center

VIRAL MARKETING TEAM Marketing savvy/oriented students Provides credibility to WAA <strong>and</strong> to campaign Engage in viral marketing tactics such asflyering <strong>and</strong> postering, hosting pr events,writing e-news <strong>and</strong> press releases Facebook groups <strong>and</strong> event e-mails Twitter, Pinterest, Linkedin

E-Mails• Not worried about over saturation• Make the email short, web page link robust• Incentives to respond – reward them fordoing something (like FB page, etc)• Messages should be personal, such assegmented by year:• 1st year: Welcome to campus, get involved!• 2nd & 3rd year: Scholarships, careers• 4th year: Careers, post-college resources

ELECTRONICCOMMUNICATION

PR EVENTS & GIVEAWAYS Attend career fairs Free coffee <strong>and</strong> hotchocolate at variousspots on campus Participate in studentevents like ACP as WAAreps Flyers, coffee mugs,pens, chapstick, flashdrives, key chains

EVALUATION

LESSONS LEARNED Need student involvement in the process Research your audience Find out whats of the moment Identify best communication channels Commit to the message Multi-year, phase effort Multiple stages – student engagement <strong>and</strong> throughtransition to recent grad <strong>and</strong> young alumni Commit to students Staff time commitment Internal shift in thinking Leverage resources Use the experts in your own backyard! Initiate conversation across campus Be where students dont expect you to be

QUESTIONS?Amy ManeckeDirector of Student Outreachamanecke@waastaff.com(608) 265-9074Kevin CheckSr Director of Campus Relationskcheck@waastaff.com(608) 262-9599