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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

Tracey Themne

Associate Director, University Marketing & Communications


Positioning umaa
Positioning UMAA

University of Maryland Alumni Association should be the hub for alumni engagement; the front door to the university


Why join
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
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


Nostalgia pride fun belonging

Shifts from institutional focus.

Nostalgia. Pride. Fun. Belonging.

Answers the question: “Why join?”



Email
Email

Header

Footer




Direct marketing
Direct Marketing

Voice is playful, good-humored and refers to shared Maryland memories.

Reinforces the value of being a part of the group.




Email1
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
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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