Setting and Background Information
The Miami University Alumni Association wanted to establish a stronger connection with recent graduates (Class of 2017) by providing them with helpful tips, information, and news creatively and engagingly. To achieve this, they launched Alumni 101, a monthly digital communication campaign that aimed to nurture relationships with young alumni.
Role: Design lead
Date: 2017
Tools: Illustrator, Photoshop, iModules, Instagram, and Snapchat
Problem
The challenge was to find a way to engage recent graduates and keep them informed about the alumni association’s activities. With young alumni having diverse interests and being more active on social media, it was critical to create content that would capture their attention and encourage ongoing interaction.
Solution
The Alumni 101 campaign, running from July to December, utilized multiple digital channels to connect with recent Miami graduates. The campaign began with a monthly e-newsletter, curated with relevant and engaging content presented using a visual identity based on the Miami campus. Following theSkimm format, the e-newsletter featured enticing images and relevant gifs, with concise summaries of each topic.
In addition to the e-newsletter, the campaign reached young alumni through Instagram and Snapchat stories. These stories followed similar themes and events as the newsletter but used video, imagery, and interviews to connect with alumni who preferred social media over email. The Instagram stories, in particular, featured different members of the alumni association team each month to make the association more visible and integrated with the Miami experience post-graduation.
Benefits and Outcomes
The Alumni 101 campaign achieved unprecedented open rates and retention rates, demonstrating its success in engaging recent graduates. By tailoring the campaign to the youngest demographic through the @MiamiAlum Instagram account and Miami University Snapchat account, the team further expanded their reach and connected with young alumni on platforms they frequented. The inclusion of social media stories allowed for more interactive and visual content, effectively conveying compelling stories from each month’s e-newsletter. The campaign made the alumni association more visible and integrated into the Miami University experience for post-graduation life.