Tracey themne associate director university marketing communications
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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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Tracey Themne Associate Director, University Marketing & Communications

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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.

Alumni attend events, volunteer and serve as ambassadors when they buy-in to the mission, vision and identify of the UMAA


Key Messages

Fun

Connection

Community

Celebrate

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?”


Creative Platform


Email

Header

Footer


Exhibit Materials


Outdoor


Direct Marketing

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?


Marketing Tips


Email

Subject Lines

“Valentines Party pictures & more”

“Support Your Lifelong Terrapin Connection”

Sender

“Alumni Association”

“Mario Peraza, Director Alumni Volunteer Programs”

Relevant Content

“Thank you for being fearless” (41% open rate)

“Welcome to the alumni family” (36%)

Newsletters - photo galleries, videos , polls


Social Media – Top 5 Tips

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.


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