Alumni Association Campaign

2003-2009 – Conducted with three entities: a Yahoo Group, a Myspace account and a Facebook account.  Each had a unique subscription base, although there was user overlap.  We would make an announcement through all three platforms at once.  This reached every one of our contacts while creating a sense of “buzz” or excitement among those registered on all three.  Use was made of the best features of all three platforms.  Myspace, for instance had built in functionality for music playback.  We featured recordings from a different alumni artist each month.  While featured their music would play automatically each time someone visited the site.  We also kept watch over alumni web sites and featured an alumni upcoming event calendar.  The Yahoo Group had an effective survey tool.  We used this when we wanted opinions on planning for upcoming events, etc.  There was also value in the simplicity of email.  The message arrived directly in our subscribers’ email accounts, with no fancy graphics or login required.  It was a moderated group.  So we filtered out things that were not appropriate, such as chain letters.  Facebook was used in large part to track down alumni who we had lost track of.  At the time it was the new, hot social network.  So everybody was on it.  More than anything using multiple channels allowed us to communicate with people in the manner they found most comfortable.