old school goes new school one college's experience developing a multi-dimensional,...
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Who is our target audience in the alumni community? Shared University and College Different Identities for Different Departments Age Range Comfort Level with TechnologyTRANSCRIPT
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Old School Goes New SchoolOne College's Experience Developing a Multi-Dimensional, Collaborative Plan to get the Biggest Bang Out of
its Communication Efforts
Genevieve HowardCollege of Agriculture, Food and Natural Resources
University of Missouri
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First, we ask questions…
Who is our audience?What is our goal and purpose?How will we measure our success?Who will communicate?How will we communicate?
?
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Who is our target audience in the alumni community?
• Shared University and College• Different Identities for Different
Departments• Age Range • Comfort Level with Technology
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What is our goal and purpose for communicating?
• Increase Support for College (interaction with current students, volunteer time, financial gifts)
• Increase Attendance at Events• Help Alumni with Careers and Other
Needs• Build Reputation of College
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How will we measure the success of our program?
• Visibly Increased Support for College (volunteer time, financial gifts)
• Increased Attendance at Events• How to measure career advancement and
reputation?
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Who Will Communicate with Alumni?
• University, College or Association• Individual College Staff or Faculty• Current College Students• Other Alums
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How Will We Communicate with Alumni?
• Web site• Online Magazine• E-newsletters, E-mails • Social Networking Tools• Twitter• Other (blogs, podcasts, videos)
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Web site
Our alumni are interested in:
•Research going on in the College•Stories about students
•Class notes
•Events• Upcoming• Photos from previous
•Stories about other alumni
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What works best on a Web site for alumni?New SchoolFriendly Sense of community Photos, VideosInteractive
Old SchoolFormal InstitutionPlain TextOne-way Conversation
Show faces, not buildings
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• News, Research, Alumni and Future Students sections of Web site• Faculty and staff e-newsletter• Facebook alumni group and Twitter
Use good stories as many places as possible.
One story will be linked from
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Online Magazine Companion E-mail Piece
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E-newsletters and E-mailsExample of e-mail sent to alumni showing the students who benefitted from the alumni scholarship fund. E-mail included invitation to an upcoming alumni event.
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BlogsWritten by students about study abroad, career services and life on campus.
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Social Networking and Online CommunitiesOur Facebook Group
E-mail invitation to join Facebook sent to new graduates
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More to explore• LinkedIn
Example of University of Missouri alumni groups in LinkedIn
• Photos: Flickr• Video: Youtube, Vimeo • Twitter
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Issues to Consider
• Difficulty of measuring ROI with online communication and social networking
• Realistic expectations for time and labor, long-term maintenance
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In ConclusionTalk with your audience. What do they
want?Move toward your goal.Check your progress.Assign people communication roles.Choose appropriate methods of
communication for your college.