Alumni Matter

1
Alumni Matter

• Marketing Practices to Unleash the Lifetime
  Relationship

2
Todays Discussion

• Taking the pulse
• Internal and external forces of change
• Unleashing the Lifetime Relationship
• Strategies for managing lifelong learner
  relationships
• Cross-marketing to cement the lifetime value

3
Alumni Marketing 101

• What is YOUR ALUM Score?

4
Marketing to Alumni-Why?

• Savvy continuing education marketeers recognize
  that alumni are likely to turn to their alma
  mater for further education and guidance if given
  the right motivation.  
• They are proven learners because they have one
  degree already (repeat customers)
• Repeat customers brand has been tested
• Remaining relevant to the community we serve
• CE units accustomed to doing community outreach
• Best position for nimble changes
• New strategies are required to manage lifetime
  relationships.   

5
The Corporate Perspective

• CRM Customer Relations Management
• Beyond retention or customer service
• Customer-centric
• Systematic approach using information and ongoing
  dialogue to build long lasting and mutually
  beneficial customer relationships
• Builds enterprise value

6
CRM Principles

• Embraced by the organization
• Top-Down culture shift a new way of thinking
  about the customer
• Ability to gather data about customers, store
  data in a format that is easy to access,
  analysis, using data to effectively communicate
  with customers
• Identify
• Lifetime value drivers
• Lifestyle changes
• Behavioral cues
• Customer attitudes

7

• Identifying the Touchpoints

8
Unleash the Lifetime Relationship

• How do you leverage CRM principles?
• Value of the Brand
• Identify value drivers
• CRM principles at work in the University setting

9
University of Wisconsin

• Partnership between the Division of Continuing
  Studies (DCS) and the Wisconsin Alumni
  Association
• How this happened
• Win-win
• Cost-recovery operation
• Idea Concept
• Non-credit education/enrichment events for alumni
  and friends
• Reconnect alumni to academic traditions of the
  university

10
University of Wisconsin Model
11
UW Strategies

• Segmentation guided by the model
• Seek existing resources to create learning
  opportunities
• Leveraging partnerships
• Value-added
• Consult the data and target market
• Learn from past successes (and failures)

12
Strategy Customer-centric Focus

• Segmentation
• A data-driven approach
• A different lens for looking at alumni
• Think like the customer
• If I am a working mother with three kids at home,
  whats important to me?

13
Strategy Internal Infrastructure

• Training
• Staffing
• Structure
• Internal Policy
• Metrics

14
Strategy Technology

• Integrated database system
• Efficient data management
• Shared analysis and reporting responsibility

15
Strategy Relationships Partners

• Alumni
• Academic
• Corporate
• Community

16
Strategy Success Measures

• Linkage to institutional strategic plan
• Shared metrics
• Benchmarks
• Measurable elements that contribute to the vision
• UW state relations example

17
Cross-Marketing

• Creating the message
• What do we want them to hear
• From whom? When? How?
• Integrated and consistent
• Marketing to One

18
Ready, Set, Go...

• Roadmap for market planning
• Relationship map and message matrix
• New event plan
• Web site review
• Is it working? The Alumni/CE Dashboard

19

• Questions

20
Contact Us

• Sarah SchuttSenior Outreach SpecialistUW-Madison
  Division of Continuing Studies and Director of
  Alumni Lifelong Learning Wisconsin Alumni
  AssociationPhone [phone]SarahSchutt_at_uwa
  lumni.com

• Hezel Associates, LLC
• Shari Treichler
• Chief Strategic Consultant
• Betsy Bedigian
• Marketing and PR Manager
• Phone [phone]
• Shari_at_hezel.com
• Betsy_at_hezel.com

www.hezel.com/discover
21
Marketing Planning Process
Clarify Scope and Objectives of Marketing Plan
Situation Analysis - (Internal and External)
Develop Market Opportunity Hypotheses
Review and Update Market Segmentation
Conduct Primary Secondary Market Research
Develop Marketing SWOT Assessment
Prioritize Market Segments
Articulate Overall Marketing Strategy
A
22
Marketing Planning Process (2)
A
Develop Marketing Objectives Strategies
Identify Key Marketing Messages
Identify Segment-Specific Programs Tactics
Develop Detailed Marketing Action Plan
Prepare Budget Estimates and Resource Plan
Develop Marketing Metrics Evaluation Plan
Finalize Written Marketing Plan