Liven Up (and Lighten Up!) Your Marketing

Transcription

1 Liven Up (and Lighten Up!) Your Marketing Amy Hetro Mirko Widenhorn Office of Alumni Relations & Annual Giving Wilkes University

2 Overview About our e-newsletter Why redesign? Our goals Impact on other e-communication Results Future plans

3 About Wilkes Urban campus Over 32,000 alumni Both undergraduate and graduate programs 55% residential 14% alumni participation rate

4 The Colonel s News Wilkes Alumni Monthly E-Newsletter 2 versions (sent to total of 15,000 alumni) Logged-in to community Not logged-in Sent mid-month Categorized as e-newsletter Posted on community as webpage Created by 1 staff member

5 Why redesign? Evaluating the Previous E-Newsletter Preview in pane lacked visual interest Directive text was too wordy Low-priority items in high-priority locations Inside this Issue Comments Few photos of alumni Stories too long

6 Before Our Redesign September 2010

7 List your Goals: What do you hope to accomplish? OUR GOALS Create a reusable template Increase visual appeal Decrease production time Disseminate more campus news to alumni Feature many alumni & campus personalities Incorporate just for fun elements

8 Determine the Necessities: What must be included, regardless of design? OUR MUST-HAVES News Events Photos Class notes Annual support Brand synergy Connection to the community Links to social networks

9 Our Timeline Summer 2010 Evaluated the current newsletter Early Fall 2010 Selected new design elements October 2010 Launched new design after Homecoming

10 After the Redesign June 2011

11 Fall 2010: Selecting New Design Elements Website identifier Photo galleries From/reply Bridget Giunta Husted 05 Your Alumni Profile section Readable when images are disabled Designed a photo header that changes seasonally or with use

12 New Design Elements: Photo Header

13 Developing Content: How to find fresh, relevant content Spotlight at least one alum per month Consider selecting someone who exemplifies a particular program or event Leverage info from other departments Marketing communications Athletics

14 Developing Content (cont.) Share the expertise of faculty November 2010: How to Avoid Holiday Stress by psychology professor December 2010: Top 10 Reads of 2010 by creative writing professor

15 Developing Content (cont.) Coordinate with holidays or seasons January 2011: Help Us Clean House Update your Contact Info! February 2011: Sweetheart Stories (released on 2/14) Coordinated with Annual Giving Solicitation

16 Developing Content (cont.) Determine the style of language that best suits your audience Just for fun elements Fantastic Facebook Fan We Asked You Answered Tell Us

17 Impact of Redesign on other E-communications Redesign extended to other s Photo headers Set template: header & footer, 2 column layout Boxes in right-hand column

18 Impact of Redesign: Event Invitations

19 Impact of Redesign: Website

20 Impact of Redesign: Annual Giving Not all direct ask s Student Focus Your gift supports Developed calendar for Alumni Relations & Development Better flow and consistent messaging

21 Impact of Redesign: Annual Giving

22 The Results: What did we accomplish? Increased open and click rates Increased interactivity Increased visibility through involvement of more alumni & campus partners Do more with less Enhanced brand recognition

23 Future Plans Alumni Relations Expand variety of newsletters Departmental Regional Affinity (athletics)

24 Future Plans Annual Giving Donor Focused s Coordinate with campus events Outreach to current students Social Media Campaign

25 Thank you! Amy Hetro Mirko Widenhorn