An institutional alumni programme is designed to ensure the engagement of its alumni in a compelling vision for the future, with tangible evidence of the impact and benefit this will create. Our approach starts with a validation of institutional strategy to maximise clarity of impact, institutional strength and market opportunity.     

This is then translated into a series of benefit-led external communication themes, which help to support the positioning of the institutional brand.    

Recognising the importance of well targeted messages and tailored communications, detailed database analysis identifies segments within the alumni population with characteristics that indicate potential responsiveness to certain messages.  Alongside this runs a review of wider sponsorship and commercialisation opportunities appropriate to the institution.     

This underpins the development of targeted communications programmes, ensuring the cost effectiveness of communications activity and avoiding the need for large undifferentiated mass communications exercises.  In using a variety of channels (including personal meetings, direct mail, telephone, publications and e mail) we recognise that there cannot be a “one size fits all” approach to communicating with such a diverse audience.

Benefit