1. Tracey Themne Associate Director, University Marketing & Communications

2. Positioning UMAA University of Maryland Alumni Association should be the hub for alumni engagement; the front door to the university

3. Why Join? Participation isn’t a benefit driven endeavor. Alumni attend events, volunteer and serve as ambassadors when they buy-in to the mission, vision and identify of the UMAA

4. Key Messages Fun CommunityConnectionCelebrate UMAA provides connection points to alumni throughout their lifetime UMAA provides alumni with a sense of belonging UMAA is a place for friends to celebrate all things Maryland

5. Nostalgia. Pride. Fun. Belonging. Shifts from institutional focus. Answers the question: “Why join?”

6. Creative Platform

7. Email Header Footer

8. Exhibit Materials

9. Outdoor

10. Direct Marketing Voice is playful, good-humored and refers to shared Maryland memories. Reinforces the value of being a part of the group.

11. What’s your shared memory?

12. Marketing Tips

13. Email Subject Lines “Valentines Party pictures & more” “Support Your Lifelong Terrapin Connection ” Sender “Alumni Association” “Mario Peraza, Director Alumni Volunteer Programs” Relevant Content “Thank you for being fearless” (41% open rate) “Welcome to the alumni family” (36%) Newsletters - photo galleries, videos, polls

14. Social Media – Top 5 Tips Go where your audience is already engaged. Use promos, contests and polls to occasionally to create a buzz. Engage. Like. Retweet. Become relevant in their lives. Use social media to supplement email communications. Ask your audience questions. You give them permission to speak.