Tracey Themne Associate 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.
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Associate Director, University Marketing & Communications
University of Maryland Alumni Association should be the hub for alumni engagement; the front door to the university
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
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
Shifts from institutional focus.
Nostalgia. Pride. Fun. Belonging.
Answers the question: “Why join?”
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?
“Valentines Party pictures & more”
“Support Your Lifelong Terrapin Connection”
“Mario Peraza, Director Alumni Volunteer Programs”
“Thank you for being fearless” (41% open rate)
“Welcome to the alumni family” (36%)
Newsletters - photo galleries, videos , polls
Go where your audience is already engaged.
Engage. Like. Retweet. Become relevant in their lives.
Ask your audience questions. You give them permission to speak.
Use social media to supplement email communications.
Use promos, contests and polls to occasionally to create a buzz.