Sample

Alumni Network
Marketing Plan
SECTION 1 PROGRAM GOALS AND OBJECTIVES ...................................................................................3
SECTION 2: IMPLEMENTATION PLAN ..................................................................................................4
SECTION 3: ENGAGEMENT METRICS AND OBJECTIVES .........................................................................5
SECTION 4: SOCIAL MEDIA INVENTORY ...............................................................................................6
SECTION 5: COMMUNITY MARKETING PLAN .......................................................................................7
SECTION 6: MONTHLY MARKETING CONTENT……………………………………………………….............................15

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Sample Alumni network Marketing Plan

Section 1: Program Goals and Objectives

GOAL: Leverage the Sample alumni network and top-ranked social media sites to increase alumni
engagement, maximize financial support, and strengthen the Sample brand.

Objectives:
1. Increase traffic to and within the alumni network
a. Increase non-registered site visitors
b. Increase registrants
c. Maximize returning member visits
d. Maximize online collection of constituent biographical data, including
identifying and providing contact info for lost alums

2. Increase alumni engagement with Sample – online and offline

a. Increase and drive social media engagement through Twitter, Facebook,
LinkedIn, and YouTube to increase participation with Sample
b. Increase and expand alumni involvement in events and activities, particularly
career mentoring.
c. Increase alumni chapter participation

3. Maximize revenue generation opportunities.

a. Provide online tools to help streamline chapter event registration
b. Increase awareness of and revenue from affinity merchandise, programs, events
and activities (i.e. travel)
c. Expand online fundraising initiatives

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Section 2: Implementation Plan

The following table lists the ENGAGE from PCI software applications. The applications purchased for
your alumni network are denoted with a (+). Please contact your account executive if you have any
questions on the ENGAGE from PCI applications.

+ Searchable online directory

+ Facebook integration
+ Online event registration
+ Online class notes
Email for life
+ Career network
Class and Club Websites
Online giving
Discussions
+ Broadcast Email
Volunteer Connections

As a reminder, please consider PCI your full-service alumni engagement solution provider. PCI
welcomes the opportunity to assist you with any and all facets of your campaign execution. Let us know
if you would like competitive bids on turnkey development of print or online campaigns—including
design, printing, data-processing, or lettershop services. We are committed to providing the full menu
customized services you need to achieve the results you seek.

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Section 3: Engagement Metrics and Objectives
This section provides an inventory of your current alumni network’s presence and level of engagement.
Benchmarking metrics will be provided on a monthly basis to track where PCI and Sample stand in
reaching the set goal for a six month period.

Baseline Statistics: Objectives:

 Increase traffic to and within the alumni network
 Increase alumni engagement with institution – online and offline
 Maximize revenue generation opportunities.

Total active alumni records:

Records with email:
Total “good” email addresses:
Average Bounce Rate:

Results Tracking
METRIC NORM/GOAL CURRENT Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Avg. number of 360
unique visitors to
alumni site
Total number of 1624
registrants 125/mo
(created user
name and
password)
Total monthly 895 total
unique profile
updates
Avg number of 400
return visitors per
month
Total unique 180
monthly logins
Total dollars raised NA
per month online
Avg. gift amount NA
online

Note: For tracking and benchmarking purposes, please provide PCI with the last two metrics before
community launch and then 6 months after.

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Section 4: Social Media Inventory
To maximize effectiveness of the social media marketing plan, PCI suggests reaching out to existing
official and user-generated groups on Facebook, LinkedIn, and Twitter.

This would entail fanning, friending, following, or requesting membership in groups. In some cases, it
might require reaching out directly to the group founder – on LinkedIn, for example.

Sites (Known) URL(S) Number “Official” or user- Security

(Groups, Pages, of fans/ generated (student,
Profiles – official members/ faculty/
and user- followers staff, parent, alumni –
generated) user email)
Facebook http://www.facebo 1,767 Official Open wall
ok.com/SampleUni
versity?ref=search
&sid=1126577480.
4116598600..1
Facebook http://www.facebo 80 Fans Alumni Asso No
(Application) ok.com/apps/appli conversation
cation.php?id=522
74713931

Facebook http://www.facebo 270 Group Fan request

Alumni ok.com/search/?q=
Sample+University
&init=quick#!/grou
p.php?v=wall&ref=
search&gid=56064
960277
Linked In http://www.linke 419 Alumni Dan McLean
din.com/groups?
gid=89473&trk=a
netsrch_name&g
oback=.gdr_1265
843525645_1

Twitter http://twitter.co 1667 Management

m/SampleUniver
sity

Note: PCI will provide 3 and 6 month tracking of the “official” social media sites.

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Section 5: Community Marketing Plan
Tactics to drive user engagement and participation by users, as follows:
 Easily locate alumni portal to streamline engagement.
 Register in Community/create email address.
 Update profile/search.
 Update/review class notes.
 Access career tools.
 Register for events.
 Engage in social media sites.
 Give.

Social Media

Channel PCI Sample

Sample Web site  Add social media icons for  Add LI and Twitter icons.
Twitter and Linked In (along  Create Facebook page ads.
with FB) on the community  Add a prominent link to the
landing page. <Sample community>
 Select and implement initial community on the Alumni page,
RSS/content feeds. as well at the University
homepage.
Facebook  Locate major groups and  Fan or friend groups with 50+
pages. members.
 Message fans and post at least
one promotion focus message
on all identified pages or groups
per monthly.
 Monitor, listen, engage, and
post reminders at least weekly
 Set up auto-Twitter post
function for fan pages.
Twitter  Search for profiles* (official  Follow profiles with 50+
and unofficial). members.
 Tweet promotion message –
once per week – including all
. identified
@twitter
profile names
And /or #hashtags.
 Monitor, engage, and tweet
reminders 2-3 times a week.

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LinkedIn  Search for groups.  Join groups/befriend group
admins.
 Post promotion focus message
to key LinkedIn groups – weekly
 Request membership in existing
groups.
 Monitor, listen, and engage.
YouTube  Search YouTube for relevant
videos and provide content links
to enhance engagement
Alumni network  Metric-based report --  Content/promotion decisions.
monthly.

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Traditional Media

Channel PCI Sample

Email campaigns  Registration reminder email
(alumni and student)
 One email campaign per month
promoting key message focus,
including giving appeal.
 Recommend weekly emails
featuring promotion message or
community invite.
 Reach out to university-related
bloggers.

Alumni  Provide editorial blurb – once a  Provide production schedules

newsletters/monthly month. and specs.
 Ad concept/copy

Alumni mailings  Provide copy/editorial blurbs—  Provide production schedules

 Postcard - record as needed. and specs.
update
 Annual fund-Calendar
Year-end
 Annual Fund – Fiscal
Year-end
 Events
 Special appeals
Alumni Magazine  Provide editorial blurbs as  Provide production schedules
needed and specs.
 Ad concept/copy

Other channels:  Messages customized as

Graduating Senior packets needed.
Event programs
Admissions materials
View books
Career placement materials
Bookstore flyers
Select classes/professors

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Proposed Content Map and Promotion Plan
Recruit, train, and empower constituent representatives to serve as key content posters and monitors.
These core volunteers/staff members/interns will contribute to the social media profiles to help keep
them active and vibrant. They can also post photos, videos, blogs and discussions on Facebook.

Month Message Channel

February Did you follow your FACEBOOK
heart? Connect with an Did you follow your heart? Ever wondered what happened to that
old friend or find a lost freshman year roommate or old flame? Connect and make friends for
love. life! https://alumni.Sampleu.edu/ #Sampleu
.
Forward email to a friend TWITTER
to enter drawing for Have you ever wondered what happened to that old flame? Connect
iTunes card. and follow your heart! https://alumni.Sampleu.edu/ #Sampleu

LINKEDIN
Have you ever wondered what happened to that freshman year
roommate or the nerd who never left the library? Discover new ways
to follow your heart. < https://alumni.Sampleu.edu/ #Sampleu

March Find your chapter or FACEBOOK

alumni admissions Looking for a Sample alumni group or event in your town? Log in,
connection Connect, and bring Sample to you! https://alumni.Sampleu.edu/
#Sampleu

TWITTER
Looking for a Sample alumni group or event in your town? Log in and
Connected! https://alumni.Sampleu.edu/ #Sampleu
LINKEDIN
Looking for a Sample alumni group or event in your town? Log in and
Connect! https://alumni.Sampleu.edu/ #Sampleu

April Volunteer month FACEBOOK

opportunities. Connect and BE the change you want to see in the world. Find
volunteer opportunities at Sample online.
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Connect, and BE the change you want to see in the world. Find
volunteer opportunities online. https://alumni.Sampleu.edu/
#Sampleu

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 LINKEDIN
Looking for ways to make a difference. Connect and BE the change
you want to see in the world. Find volunteer opportunities at Sample
online. https://alumni.Sampleu.edu/ #Sampleu
May Events: Homecoming, FACEBOOK
Reunion, Athletics Figure out what you are going to wear! It’s Reunion time! Log in and
“Like’ contest on Connect 24/7. Help us tag photos—or send a few of your own!
Facebook. https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Figure out what you are going to wear! It’s Reunion time! Log in and
Connected 24/7. https://alumni.Sampleu.edu/ #Sampleu

LINKEDIN
Get your resume together! Figure out what you are going to wear! It’s
Reunion time! Help us tag photos—or send a few of your own! Log in
and Connect 24/7. https://alumni.Sampleu.edu/ #Sampleu

June Personal events/Life FACEBOOK

events What’s going on in your life? Let us know. Connect, and share your
Video contest? celebrations and concerns. Connect around what matters!
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Connect and share your stuff. LOL or BTW, Sample wants to know.
https://alumni.Sampleu.edu/ #Sampleu
LINKEDIN
New job? New baby? New Life? Update your profile, and connect
around what matters. https://alumni.Sampleu.edu/ #Sampleu

July Contests around photo FACEBOOK (chose a promo)

tagging, YouTube videos,  How many classmates can you tag?
directory updates, etc.  Post a video about Sample on Facebook. The entry with the most
“likes” wins a <prize.>
 Post your major and your job title in your status.
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
 How many classmates can you tag?
 What’s new? Post a class note update between July 1 and 31, and
you may win a prize.
 Tweet your major and your job title in your status.
https://alumni.Sampleu.edu/ #Sampleu

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 LINKEDIN
 What’s new? Post a class note update between July 1 and 31,
and you may win a prize. https://alumni.Sampleu.edu/ #Sampleu

August Blog Round-up: Alumni, FACEBOOK

Faculty, Staff, Students.  Post your blog or refer a blog.
 Visit the faculty “Blog Stop” https://alumni.Sampleu.edu/
#Sampleu

TWITTER
 Post your blog or refer a blog.
 Visit the faculty “Blog Stop” https://alumni.Sampleu.edu/
#Sampleu
LINKEDIN
https://alumni.Sampleu.edu/ #Sampleu
Post your blog.
 Vote on the blogs
September Social Media Blitz – FACEBOOK
Harnessing the power of Get social: Fan on Facebook, Register for the <Sample community.>
the latest and greatest to Follow us on Twitter. Join a LinkedIn group. Post a comment on a
connect. blog. Start a blog. Post a video. Text $10. (set up TEXT Number).
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Fan, follow, friend Sample.
https://alumni.Sampleu.edu/ #Sampleu

LINKEDIN
Get social: Fan on Facebook, Register for the Sample community.
Follow us on Twitter. Join a LinkedIn group. Post a comment on a
blog. Start a blog. Post a video.Text $10. (set up TEXT Number).
https://alumni.Sampleu.edu/ #Sampleu

October Back to School and FACEBOOK

Connect. Favorite faculty memories. Post yours. Connect to a prof online.
(Invite professors and staff to join community.)
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Share your favorite faculty memory or class.
https://alumni.Sampleu.edu/ #Sampleu
LINKEDIN
Favorite faculty memories. Post yours. Connect to a prof online.
(Invite professors and staff to join community.)
https://alumni.Sampleu.edu/ #Sampleu

November Gratitude and giving FACEBOOK

What are you grateful for? (Like contest on Facebook?)
https://alumni.Sampleu.edu/ #Sampleu

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 TWITTER
What are you grateful for?
https://alumni.Sampleu.edu/ #Sampleu

LINKEDIN
What are you grateful for? https://alumni.Sampleu.edu/ #Sampleu

December Year-end Giving FACEBOOK

Why should you give? Post a video describing the best reason to give
to your school. TEXT $10 or $20. Contest between class years for most
raised and most videos.with special recognition on Facebook/website.
https://alumni.Sampleu.edu/ #Sampleu

TWITTER
Text $10. (set up TEXT Number) – contest between class years or
other segmentation. https://alumni.Sampleu.edu/ #Sampleu

LINKED IN
Text $10. (set up TEXT Number) – contest between class years.
https://alumni.Sampleu.edu/ #Sampleu

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Section 6: Monthly Marketing Concepts

FEBRUARY CONTENT
Email Campaigns:

Subject Lines: Alumni

Two test segments – odd and even graduation years.

 Did you follow your heart?

 Enter to receive a something special from Sample

Body copy: [SAMPLE COLORS GRAPHIC BANNER – CAMPUS PHOTOS/COUPLES]

<Name>, have you ever wondered what happened to that old flame or that brilliant freshman year
roommate? Rekindle collegiate friendships, and discover new ones today. Join
https://alumni.Sampleu.edu, the online resource created exclusively for you. It’s secure, FREE, fun, fast,
and easy:

1. Visit the Sample Alumni Network< https://alumni.Sampleu.edu>/ #Sampleu

2. Register—by clicking the “New User? Register Here” link.
3. You will be prompted to enter your credentials to verify your account information.
4. Update your profile.
5. Start making Sample connections online!

Connect • Search the directory • Register for events • Create a Custom Sample Email <links>

Forward this email to a Sample pal or friend, and you will be entered in a
drawing for a FREE iTunes card. So, click here to REGISTER today! #hashtag
< [item image]>.

Forward to a Friend
FIND US ON:

SAMPLE ALUMNI
NETWORK
[Social media Icons:]

[opt out language] To ensure you receive our e-mails, please add XXXXXXX@.Sampleu.edu/ to your address book. If you
no longer wish to receive alumni e-mail communications from Sample or would like to change your email address or
preferences, please notify us. click here

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Subject Lines: Students (if applicable):
Two test segments – odd and even (anticipated) graduation years.

 Will you follow your heart?

 Enter to receive something special from Sample!

Body copy:
[Sample COLORS GRAPHIC BANNER – CAMPUS/COUPLES PHOTOS]

<Name>, now you can hold those precious relationships close to your heart – for a lifetime. Join the
Sample Alumni Network <https://alumni.Sampleu.edu>, the rich online resource—created exclusively for
you. It’s secure, FREE, fun, fast, and easy:

1. Just visit https://alumni.Sampleu.edu [community screenshot]

2. Register
3. You will be prompted to enter your credentials to verify your account information.
4. Update your profile
5. Start making Sample connections online!

Connect • Search the directory • Register for events • Create a Custom Sample Email <links>

Forward this email to a Sample pal or friend, and you will be

entered in a drawing for a FREE iTunes card. So, click here to
REGISTER today! #Sampleu
< [item image]>.

Forward to a friend.
FIND US ON:

SAMPLE ALUMNI
NETWORK
[Social media Icons:]
[opt out language] To ensure you receive our e-mails, please add XXXXXXX@Sampleu.edu. to your address book. If
you no longer wish to receive alumni e-mail communications from Sample or would like to change your email address
or preferences, please notify us. click here

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Postcards: [Let us know if we can provide production services to help streamline your
efforts.]

Alumni:

Side One: Is Sample where your heart is?

Image: [Couples on Campus]

Side Two: Remember that cutie in English Lit? Or that brilliant roommate from
freshman year? Find them at https://alumni.Sampleu.edu/

 Update your profile

 Search the alumni directory
 Expand your universe
 Find a lost love or discover a new one.

Visit: https://alumni.Sampleu.edu/
Forward this email to a Sample pal or friend, and you will be entered in a
drawing for a FREE iTunes card. So, click here to REGISTER today! #Sampleu
< [item image]>.

[item image]

FIND US ON:
SAMPLE ALUMNI
NETWORK

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Postcards:

Student:

Side One: Want to follow your heart?

Image: [Couples on Campus]

[Sample logo/Graphic image]

Side Two: Now, you can hold those precious relationships close to your heart – and build
relationships for a lifetime. Visit: https://alumni.Sampleu.edu/
 Search the alumni directory
 Update your profile
 Expand your universe
 Make connections that matter.

Visit: https://alumni.Sampleu.edu/

[item image]

FIND US ON:
SAMPLE ALUMNI
NETWORK

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Other publications: (Alumni/Friends)

Alumni e-Newsletter:

Did you follow your heart?

Have you ever wondered what happened to that cutie who sat next to you in Biology 101?
Or that brilliant roommate who watched Star Trek all the time? Are you looking for a career mentor or a
life direction? Well, here’s your opportunity to discover resources you never even imagined in your
Sample connection. Connect to https://alumni.Sampleu.edu/. It’s the interactive resource—created
exclusively for you. It’s secure, FREE, fun, fast, and easy.

Connect, search the directory, register for events, or create your own custom Sample email.

Ad Concepts

Student Ad Concept –
Facebook/Website

Discover new ways to follow your heart.

Here’s a way to hold those precious relationships close
to your heart – for a lifetime. Find them today.
Search the alumni directory, update your profile, and expand
your network with countless Sample
connections. https://alumni.Sampleu.edu/

FIND US ON:
SAMPLE ALUMNI
NETWORK

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Alumni Pubs Ad Concept

Is Sample where your heart is?

Remember that cutie in English Lit? Or that brilliant roommate from
freshman year? Find them today. Search the alumni directory, update
your profile, and expand your network with Sample relationships for life.
https://alumni.Sampleu.edu.

FIND US ON:
SAMPLE ALUMNI
NETWORK

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FEBRUARY Alumni Article:

Discover New Ways to Follow Your Heart.

Have you ever wondered what happened to that cutie who sat next to you in Biology 101?
Or that brilliant roommate who watched Star Trek all the time? Are you looking for a career mentor or a
life direction? Well, here’s your opportunity to discover a rich treasure trove of resources you never
even imagined in your Sample connection. Connect to https://alumni.Sampleu.edu/. It’s Sample-
exclusive, secure, FREE, fun, fast, and easy.

Connect, search the directory, register for events, or create your own custom Sample email.

With <Sample community>, you have the tools to connect with your dynamic alumni family in a whole
new way. All you have to do is join. It’s secure, FREE, fun, fast, and easy:

1. Just visit [community screenshot]

2. Register
3. You will be prompted to enter your credentials to verify your account information
4. Update your profile
5. Start making Sample connections online!

You can build or update your detailed personal/professional profile and access thousands of other
alumni profiles. Plus, you can participate in special contests, register for chapter events, connect
through social media, support Sample financially, and even create a custom Sample email address. Use
these tools and more to help nurture your cherished collegiate memories and relationships.

“I connected with an old roommate, and we’ve been communicating online ever sense,” commented
Jane Doe, ‘07 XYZ program graduate. “I can’t imagine how I would have connected with her any other
way. The Sample community has really enriched my life.”

Members can create custom “contact lists” or search for other alumni in any region or occupation. The
secure and password-protected alumni network offers registered users the ability to customize privacy
settings according to personal preferences.

Plus, it’s all free to Sample alumni. Take a moment to log into the alumni network today, and consider
Sample your partner for life— for old friends, new connections, and future success.

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