Alumni Leaders Conference September 11, 2009. Topic 4: Traditional Publications — Still Valid, Still Valued Presenter: Cara Bufanio MGSA’85 Rutgers Alumni Association. Communication Planning.
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Traditional Publications —
Still Valid, Still Valued
Presenter: Cara Bufanio MGSA’85
Rutgers Alumni Association
The most effective campaigns use multiple tactics and are delivered repeatedly over time via multiple channels.Communication Tactics
• Direct mail
• Web site
• Twitter/instant messaging
• Social networking
Inform members about the association’s agenda and goals
Publicize association events/programs and encourage participation
Recruit new volunteers
Highlight accomplishments of committees and volunteers
Highlight accomplishments of outstanding alumni who credit Rutgers for their success
CASE STUDYRutgers Alumni AssociationCommunication Plan
Mix of traditional print and
twice a year to the membership. It is a vital publication
and the cornerstone of the RAA’s communication plan.
CASE STUDYRutgers Alumni AssociationREVISED Communication Plan
Restructuring prompted significant changes
New technologies in printing and desktop publishingstreamlined production and significantly reduced costs
CASE STUDY1766 Magazine – Redesign
Many need to expand subscription offer to a larger audience through a direct mail campaign
CASE STUDYPLAN A: Subscription Offers
Expanded plan may include “business card’ section and/or classified advertising
CASE STUDYPLAN B: Advertising Space Sales
CASE STUDY classified advertising
With the success of the subscription and advertising sales efforts, 1766 will be published as a self-funded communications vehicle.
If print is applicable for your group:
RAA size and budget classified advertisingmay be larger – but the principles are scalable!