"please allocate 15 total points to the 7 categories based on their importance/appeal to you”

In order to create a sustainable and well-utilized alumni association, as well as gain donations in the future, the association must focus on acquiring and engaging current students and recent alumni. These targets will not be remunerative until several years down the road, however, if properly targeted to, marketed to, engaged, and receiving the right value these students will become sources of donation in the future. By offering these targets the services they see as valuable now and helping them achieve success in their professional lives, the CSU alumni association will forever link the members success with the help of the association and create positive feelings towards the association which will translate into sources of revenue.

In order to create a sustainable and well-utilized alumni association, as well as gain donations in the future, the association must focus on acquiring and engaging current students and recent alumni. These targets will not be remunerative until several years down the road, however, if properly targeted to, marketed to, engaged, and receiving the right value these students will become sources of donation in the future. By offering these targets the services they see as valuable now and helping them achieve success in their professional lives, the CSU alumni association will forever link the members success with the help of the association and create positive feelings towards the association which will translate into sources of revenue.

CSU Alumni Association: The Question of Marketing Paul, V, & Jen

Strategy & Target Strategy: Niche….Specialization, Exclusivity --caters only to CSU alumni --further develop networking opportunities Target Market : current students and alumni who graduated up to 5 years ago

SWOT Strengths Unique “product” offering of networking and services no one else on campus can provide Knowledgeable staff dedicated to the program Multiple social media available to the program Variety of events held for networking purposes Weaknesses Low membership/participation Lack of maintenance on social media Low awareness of association and benefits Low overall awareness of full potential of the Association Value proposition not appreciated Opportunities Design new ways to improve membership and retention rates Focus on the benefits of being a CSU student and alumni. Expand activities and determine what value proposition is most appealing to students Threats Other organizations like students services increasing efforts for student involvement will reduce willingness for participation Being a commuter college makes it especially difficult to cultivate interest Students who continue with a graduate degree at other universities more likely to be involved in alumni association of university awarding higher degree

Problem Definition Low Acquisition, Participation low awareness value proposition not clearly communicated benefits of association not well known

How To Reach Target Current Students Recent Alumni -in-class announcements -flyers, stands, booths, etc -faculty, staff -emails -social media -attractive mailings -calls In all communications focus on career, networking, professional services, discounts—what association can do for prospect, do not solicit for financial contribution.

What do Students Want???? Discounts Career/ Networking Involvement CSU Updates Social Interaction Continuing Education “Give Back” N=48 “What Benefits of CSU Alumni Association Are Most Appealing To You?”

Stand-Alone Social Networking Site Other, delete me if not used: other Promos/Give-aways: raffles, contests, etc Do nothing Possible Next Courses Of Actions Delete me if not used Delete me: delete me

Further develop social media presence: current efforts not providing enough updates, engagement. Develop internship position and use students as source of free labor. Chosen Courses Of Actions Do not solicit financial contributions until 3 years out: give students time to adjust and develop their professional life before requesting money, do so gradually, non-aggressively Better promote services: in-class announcements, separate e-mails targeted towards soon to be graduating Expand Services: based on market research, survey Focus on Career Services: networking events, resume, job placement—times are hard and most people are worried

Possible Benefit Expansions Phone Discount: ex: AT&T/Verizon Computer Lab/Printing Privileges: keep new local graduates returning to campus to print resume Further reduction on Fitness Center: fitness center not at full capacity, any new members cover variable cost, revenue for fixed (win-win) Discount on services/products relevant to new graduates: tangible, quantifiable, relevant More entertainment discounts: create Pavolvian-esqu conditioning between good time/memories and membership

Further Research Actual Current Level Of Awareness— of organization, of services Motivations for participation? What services are valuable to target? What discounts are valuable to target? Focus Group, Interview, Survey

STAT Good Concept! Students Today Alumni Tomorrow Poorly Marketed Under Utilized

(DO NOT PANIC) Key Value Proposition: Career Services Better Promote Further Develop

Important Survey Questions Question answers Question answers Question answers Question answers Question answers Question answers

Important Survey Questions Question answers Question answers Question answers Question answers Question answers Question answers

$ $ $ $ $ $ This strategy relies on cultivating prospects and generating good will towards organization for harvest in the future.

Long Term Strategy: Provide new graduates the tools needed to succeed & reap the benefits when they do. Loyalty is a growth investment Service Today, Profit Tomorrow

Thank you Questions? Comments? Concerns?