building lasting relationships with alumni

Building Lasting Relationships with

Alumni

•  Gerald Bridwell, CRM Product Manager , Smith College

•  Mark Naman, Director of Strategic Marketing, University of Notre Dame

Gerald Bridwell CRM Project Manager Smith College Northampton, MA

Smith College Information Architecture

Our vision for future constituent engagement:

• Integrate engagement strategies throughout the life cycle of constituents’ relationship with the college;

• Adopt engagement methods that are integrated with technology; • Use technology to enhance constituents’ interaction with the physical campus, and use data to continually evaluate and improve the effectiveness of our efforts;

• Provide consistent online experience for constituents, but with content that is varied, interactive and customizable;

• Engage constituents when and where they want.

The pilot was undertaken to test a CRM model that provides the following benefits: •  The ability of Constituents to interact both with Smith and with one

another via a consistent and user-friendly online experience; •  The ability to deliver targeted content to Constituents and engage

them in ways they prefer; •  The ability to evaluate and refine our efforts to engage

Constituents using data collected during user interactions.

Marc Benioff Chairman & CEO

Pilot Project deliverables included: • Design and test a Smith College Alumnae Online Community; • Configure ExactTarget Enterprise 2.0, including the integration with SalesForce;

• Model the Smith College Constituent in SalesForce, migrate the data, and automate the integration of SalesForce with Banner, Smith College’s transactional database;

•  Design and execute email communications that are segmented and personalized; that use recipient lists created in SalesForce; and that create detailed tracking reports.

First Last Name Title

Foundation Pres – PowerPoint Template – 16x9 FY14.pptx

Tracking Report from ExactTarget (part 1)

Tracking Report from ExactTarget (part 2)

Smith College Online Community Home page

Online Community Directory Search page

Online Community Chatter page

Online Community Profile page (Overview)

Online Community Profile page (Contacts information - 1)

Online Community Profile page (Contacts information - 2)

Online Community Profile page (Contacts information - 3)

Online Community Profile page (Academic information)

Online Community Profile page (Employment information)

Online Community Profile page (Spouse information)

Online Community Profile page (Preferences)

Using geopointe to locate Alumnae As a test, we used geopointe to identify recent donors who would be invited to attend a Presidential visit

Mark Naman Director, Strategic Marketing University of Notre Dame

@MarkNaman

Marc Benioff Chairman & CEO

Notre Dame Day & Radian6 • What is Notre Dame Day? • Marketing Strategy • Radian 6 • The Results

First Last Name Title

Foundation Pres – PowerPoint Template – 16x9 FY14.pptx

What is Notre Dame Day?

What is Notre Dame Day?

A global celebration of the Notre Dame mission that engages, informs, and inspires alumni, parents and friends to take action and give back to the University.

What is Notre Dame Day?

• 29+ hours of streaming content • Multi-channel web & social media • Over 200 students, faculty, staff, and alumni featured live, plus over 200+ videos

• 34+ campus social media partners • 1,000+ Social Ambassadors • Giving campaign with Challenge voting to over 248 campus interests

Challenge Leaderboard

Marketing Strategy

Marketing Strategy

•  Social Media as the #1 Marketing Vehicle •  Proud to Be ND Social Accounts

–  Engage users around a variety of Notre Dame Content –  Build up excitement for Notre Dame Day

•  University Social Partners –  Over 34 accounts participating –  Allow partners to get their own message out

•  Social Ambassadors –  Leverage social of those passionate about Notre Dame

Social Strategy – Proud to Be ND

•  34+ University Partners engaged •  Other accounts participated on their own •  Partners represented all areas of the University including:

–  Academics –  Athletics –  Centers & Institutes –  Residence Halls

Social Strategy – University Partners

Social Media Strategy – Social Ambassadors •  1,000+ Ambassadors •  970,000+ Total Reach •  200,000+ Post Impressions

Ambassadors distributed content we provided to them through their own social accounts to make it seem organic.

Radian 6

Why Radian6?

•  Track activity around Notre Dame Day as over 1,000 Social Ambassadors and University partners used social to communicate

•  Gain insight into messaging effectiveness and sentiment •  React real time to improve engagement and drive users to

the broadcast and our giving page •  Showcase social activity on our broadcast live

Radian6 Widgets

•  Timeline •  Conversation Cloud •  River of News •  Sentiment

The Results

The Results

•  ~20,000 mentions of Notre Dame Day on social media •  Over 20,000 broadcast views •  Visitors from over 100 countries to our website and

broadcast •  51% of referral traffic from social •  Over 4,000 gifts made •  74% increase in Twitter followers, 40% increase in Facebook

page likes for Proud to Be ND accounts