2012 PLANS BOOK
TABLE OF CONTENTS
Executive Summary  Situation Analysis  Student Testimonials  SWOT Analysis  Research & Data  Data Analysis  Creative Brief  Meet Jason  Strategy: Responsive Website  Strategy: Internship  Strategy: Mobile Integration  Strategy: Brand Video  Budget  Calendar  Measurement & Evaluation  Conclusion  Meet WE5T 
EXECUTIVE SUMMARY WE5T was commissioned to examine why the University of Oregon Alumni Association (UOAA) has an alumni participation rate below the national average. In our efforts to discover the reason behind its challenges, we developed strategies that will not only increase membership among alumni, but also add value to its services. Based on our research, 21 percent of current University of Oregon (UO) students surveyed said they have never heard of UOAA, and of those who had, 94 percent said they do not know what services the association has available to them. The research demonstrates that current students and alumni of UO are uninformed about the benefits of a membership with the UOAA. The majority of the student population does not see the relevance or the value in a membership with the UOAA, making recruitment of lifetime members a challenge. Our campaign is designed to show students that their experience at the University of Oregon will not stop after graduation. It is just the beginning of a lifetime of memories that can be shared with fellow Ducks. Our recommended executions will help students and recent alumni see all the opportunities and benefits a UOAA membership can offer them throughout their lifetime. Once students are properly informed of the attributes, benefits and values the UOAA has to offer, the likelihood of them becoming members will greatly increase.
SITUATION ANALYSIS Most students at the University of Oregon do not know about the UOAA and its features until they are graduating seniors. The UOAA attempts to talk to students before they start school at Freshmen Send-Off and IntroDucktion, but most students do not pay attention until graduation approaches. Spreading awareness and adding value to the membership of UOAA is a major goal of this campaign in order to entice students to effectively utilize the services the UOAA offers.
A lifetime membership with the UOAA is $375 for alumni within 4 years of graduation, discounted from $750. A yearly membership is $35 discounted from $60. That means that the price of the annual membership exceeds the lifetime price after only 11 years. Many recent alumni are on a tight budget after graduation so they do not have the funds to pay the full lifetime membership upfront, let alone the discounted price. An alternative pricing strategy could appeal to students who don’t have enough money to buy the lifetime membership.
PEOPLE PRICE PRODUCT PROMOTION At first glance, the value of having a UOAA membership is the tangible benefits like having a Nike employee store pass, the Duck Store discounts, hotel discounts and early football ticket distribution. These pieces of the UOAA membership are the most visible and enticing to most people. Besides those benefits, there are many other attributes to the membership that hold value to those who effectively use them. For instance, the UOAA actively connects alumni both professionally and socially by holding Oregon Tailgate parties, career networking opportunities and many other special university events. The UOAA also works to award more than $50,000 annually in scholarships to financially aid future alumni. Our campaign is designed to increase awareness of UOAA’s benefits and strengthen the overall value of the association.
Currently, the UOAA uses a limited amount of advertising. They run ads on the Jumbotron at home football games and occasionally run a print ad in the Oregon Daily Emerald or other student publications. The UOAA spreads its message mostly through events and newsletters. The UOAA hosts a number of events for current members and alumni who are considering joining. These events are hosted in different alumni chapters across the nation and members can help organize events in their area. The goal of these events is to network within the UOAA community and invite other alumni to participate. Our campaign will work to further the UOAA’s promotional strategies and emphasize its networking opportunities.
know there is such a strong support system, full of people willing to help.” -Daniel Bull, ‘12
“I might become a member in a few years, but right out of college I won’t be able to Afford it.” -Austin Taylor, ‘12
“The UOAA has some awesome
opportunities. I recommend people to go all the time.” -Zareen Van Winkle, ‘12
“I was completely Unaware of the alumni association and its benefits.” -Jeff Crosson, ‘12
“Is it something I sign up for? If the UOAA could help me get a Job I would definitely join.” -Colin Griffin, ‘11
SWOT ANALYSIS - Relatively low prices considering all features and benefits
- Poor communication with potential members and trouble distinguishing members from non-members
- Students given the ability to establish themselves earlier than most within professional and social networks
- Value of the UOAA membership is relatively unknown
- Strong sense of community - Many UOAA chapters across the country and a few more scattered around the globe
- Under-staffed due to a small budget - Lack of communication amongst existing members
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS - Many alums are willing to reach out to students who are trying to put their best foot forward
- Current students donâ€™t know how to make connections with alumni based on similar career paths
- UO currently in national spotlight due to success of athletic programs
- Some members join the UOAA for the immediate, tangible benefits (Nike Employee Store shopping, first choice on sports tickets, discounts at various locations)
- Those within our target audience are willing to join as long as the UOAA provides value to them - Strong sense of pride associated with attending the UO
- Strong reliance on the national spotlight provided by athletic programs - Many believe that the UOAA strictly deals with donations
RESEARCH & DATA
OF STUDENTS HAVE NEVER HEARD OF THE OREGON ALUMNI ASSOCIATION.
SAID THAT IF THEY KNEW THE UOAA COULD CONNECT THEM TO ALUMNI WITH SIMILAR INTERESTS THEY WOULD CONTACT THE UOAA.
ONLY OF STUDENTS KNOW ABOUT THE VARIOUS SERVICES THAT THE UOAA HAS TO OFFER ALUMNI.
73%SAID THAT IF THEY KNEW THE UOAA GAVE ALUMNI MEMBERS FIRST PRIORITY AND DISCOUNTS ON ATHLETIC TICKETS, HOTELS, AIRFARE, AND A PASS TO THE NIKE EMPLOYEE STORE, THEY WOULD PURCHASE A MEMBERSHIP.
94%OF STUDENTS ARE UNAWARE OF THE SERVICES THAT THE UOAA HAS TO OFFER CURRENT STUDENTS.
DATA ANALYSIS From this data, it’s clear that current students are uninformed about the UOAA. They are unaware of the benefits it can offer not only to them, but also to alumni. This becomes one of the UOAA’s largest challenges, because it holds no relevance for current students. Therefore, the UOAA can’t encourage recent graduates to become members. We also found that once students are properly informed about the benefits that the UOAA has to offer, they are more likely to become members. So, in order for the UOAA to increase its membership numbers, it needs to better inform students of the benefits and relevance it can offer. Once this is accomplished, the data gives strong reason to believe that membership will increase.
CREATIVE BRIEF Objective Reposition and create awareness of the UOAA brand to increase the value of membership among current and potential alumni. The executions of our strategies will increase the value of UOAA to make our audience feel that there is a community of Ducks outside of the university ready to connect, both personally and professionally.
Audience Our target audience is current University of Oregon students and recent Duck alumni, more specifically, seniors who are about to enter the real world. These students are looking for opportunities to connect with alumni, who are already established in the student’s field of interest, and foster lifelong relationships with fellow Ducks. We are targeting UOAA members who have joined within the last ten years as well as recent graduates who are not yet members.
Reason to Believe The degree you earn from the University of Oregon will aid you in your job search. Any success you have in the job search can be tied to the UO. Once you graduate, your school is part of your past, but your future does not look the same without your education. Being a Duck means spreading your wings, but it also means looking after your own flock. When you graduate from the UO, it’s your time to fly, but that does not necessarily mean goodbye. Your “Duckness” has a stake in both your social and professional self.
Single Most Important Thought The University of Oregon provides students with the necessary tools for success, while the UOAA guides professional and personal growth beyond graduation.
MEET JASON Jason is a twenty-one-year-old entering his final winter term at the University of Oregon. He is a business major with a focus in sports marketing. Jason loves sports and the emotions, opinions and numbers that come with them. Jason chose to follow his passion of sports and became a sports marketing major. He joined the major a little late and managed to catch up by taking classes over the summer. Now Jason finds himself between a rock and a hard place. With only five months until graduation, he has very little experience in his field and relatively no knowledge of what to expect after graduation. Jason knows the UO has an alumni association, but does not know about the benefits that the UOAA has to offer. He has not made an effort to seek information, but he also feels that he should not have to. If the information was important, he would know about it. Beyond making professional connections, Jason wants to have a community of alumni to socialize with after graduation. He wants to be surrounded by Ducks who will join him in cheering for their alma mater. Jason is overwhelmed and cannot seem to figure out his first step into the real world.
STRATEGY: RESPONSIVE WEBSITE
Our society runs on convenience. We believe that by aggregating our website with the established social media platforms that a user may have, such as Facebook, Twitter or LinkedIn, more potential users will be willing to engage with the UOAA. Some of the advantages of combining forces with current social media platforms include Kristi Johnson bringing the UOAA to the Come join my flash flock!! 7 more Ducks for FREE Pitchers!! user’s friends, followers and connections on their terms and without interruptions. Kristi created a Flash Flock at Ace’s Sports Bar with Mike and Jessica.
University of Oregon Class of 2011. Jr. Copywriter @ Goodby, Silverstein & Partners. I LOVE MY DUCKS!!!
Kristi checked-in at Ace’s Sports Bar with 2 other friends in San Francisco, California. Bringing the U of O to S.F.!! I think it’s a Flash Flock Kind of night. OOOOOOO!!!
Jessica and I are thinking Ace’s for the game tonight. Who’s down? That means you Mike!
Getting off work early to pick up my friend at SFO #mybossisbetterthanyours. via twitter
Kristi and 6,432 others like the University of Oregon Alumni Association.
Ducks vs. Beavs on Thurday Night Football ? Heck ya ESPN! GOOO DUCCKKKSSS!!! My flight’s on time!! See your face in 7 hours lady!!
STRATEGY: RESPONSIVE WEBSITE
The geo-location tool found on these social networks could be used for professional and social networking opportunities by allowing users to create Flash Flocks. Flash Flocks can only be created by a minimum of three Ducks, because it takes three to make a flying V. This feature will allow users to find local Duck gatherings, which could be at the nearby watering hole, a conference across town, or the park down the road. As the Flash Flocks begin to gain popularity, local restaurants, bars and events will offer discounts when a Flash Flock is created at their location. These Flocks will not only allow for promotions at local businesses, but they will also help bring Ducks together and keep the Oregon spirit alive.
The UOAA currently has 12 full-time employees. We recommend a student internship program because the UOAA is heavily understaffed. The student interns will be responsible for curating data needed for the site to run smoothly. Other duties will include overseeing all social media sites under the UOAA, and communicating with the student and alumni population. It is recommended that the interns have previous experience in website development and design within social media platforms.
UOAA PROGRAM DEVELOPMENT INTERN
University of Oregon Alumni Association City: Eugene State: OR Categories: Journalism, Computer Science Type: Internship The internship is an academic year commitment with a 10-hours/week schedule. Internship is available for credit only.
•The Program Development Intern should be a Junior or Senior in good standing. •Advertising, Marketing, Communications, Computer Information Sciences or other relevant major preferred. •Knowledge of electronic media practices is crucial. • Excellent written and verbal communication skills are essential.
The Program Development Intern is responsible for maintaining and managing the UOAA networking site. Responsibilities include: •Organization and gathering of proposals for site. •Pairing students with alumni mentors •Handling technical issues with the site. •Spreading awareness of the site and its functions. •Using knowledge of data analysis to find ways to improve the site. •Monitoring click-through rates from the site and promotional video.
Please send a cover letter and resume to the contact below. Contact: Lauren Peters Assistant Director for Membership University of Oregon Alumni Association 1720 E 13th Ave Ste 119 1204 University of Oregon Eugene, OR 97403-1204 Phone Number: (541) 346-0735 Email: lpeters.uoregon.edu
STRATEGY: MOBILE INTEGRATION
With the rise of mobile devices, mobile payments will soon become the primary means of transactions in the near future. We believe that it would be beneficial for the UOAA to allow for these types of transactions. For the low fee of $5 a month, which would be the same as the $60 annual fee four years after graduation, users will have unlimited access to all of the features and benefits provided via our responsive website. Users are more willing to make multiple small payments rather than a one-time large sum. This way, users can see what the UOAA truly has to offer and they will become more engaged with the brand. After making their payments via their mobile devices, users will be asked whether they would like to donate a Buck for a Duck. The Bucks for Ducks scholarship will be provided by the UOAA to current and future students who need help paying for school. With the monthly payments, we believe that many will be more than willing to contribute an extra dollar to ensure that another Duck gets the most out of their UO experience.
STRATEGY: BRAND VIDEO
Faint sound of the “OOOOO” roar coming from the door. Roar gets louder as we get closer: door is slowly opened.
VO: “... that comfort of home.” Multiple shots of UO campus featuring details only recognizable by current and former students.
Roar gets to full strength; fade in video of an opening kick off.
VO: “And when that feeling reaches it’s climax...”; video of graduates throwing caps in the air.
Mood is nostalgic with a powerful voiceover that commands attention.
This video execution will be sent in an email blast as a link to ALL students and recent graduates of the UO over the summer and at the beginning of the school year. This way, the UOAA can monitor the click-through rates and use this information to retarget their audience as the year progresses. During home football games this video will be run on the Autzen Jumbotron. Since many alumni and students attend these games regularly this would be an ideal time to reach our audience and spread our brand message. The goal of this video is to remind our audience about sense of pride that comes with being a Duck.
VO: “Here’s to that feeling...” Video of a track victory. Slow motion close up of runner hunched over with tears after victory.
VO: “... that sense of community...” Video of Sorority getting ready to take a picture outside of their house. Captures the smiles and laughter.
Voice Over: “... it’s only the beginning.”; Video of caps falling down in slow motion, fades to ducks flying together across the sky.
VO: “... that recognition of growth...” Video clip pans across classroom. Stops on student who is being struck by knowledge.
Voice Over: “Let’s Talk.” Responsive micro site link fades in with UOAA image and tagline along with other social media (FB, Twitter, LinkedIn) -- “Let’s Talk.” stays as the rest fades away.
Strategy 1: Brand Video 30-second Autzen Jumbotron spot: $5,000. Video production costs: $3,000. Strategy 2: Responsive Website Creating Website: $3,000 Programmers: $12,000 (2 programmers for 2 weeks) Strategy 3: Internship Program Credit hours for intern. Total Budget Usage: $23,000
MOBILE INTEGRATION BRAND VIDEO
MEASUREMENT & EVALUATION
Strategy 1: Video Evaluation Track click-throughs during the year.
Strategy 2: Responsive Website Track click-throughs during the year.
Strategy 3: UOAA Intern Program Recruit a tech savvy intern whoâ€™s also capable of communicating with the greater student population.
Overall Campaign Evaluation:
In June 2013, evaluate to see if membership of UOAA has increased since the last year. In June 2013, survey current UO students to see if 5 percent of those surveyed agree that UOAA is a valuable source for networking opportunities with UO alumni.
At the end of each school year send out a survey to all university students asking basic questions concerning the UOAA. This survey is designed to see if students understand the benefits the UOAA can offer them and to monitor studentsâ€™ awareness about the UOAA. Students will also be asked how they became informed about the UOAA.
CONCLUSION The campaign is designed to solve the deep-rooted problems of the UOAA that are keeping the organization from reaching its maximum potential. The problems we want to solve all stem from the UOAA’s brand image. Some people see the Alumni Association as the owner of a new building on campus, some see it as the organization that calls people to ask for money, and some people just plainly do not see it. As a team, we set out to find interesting insights about the UOAA and create new avenues for its messages. We wanted to find ways to make the UOAA more user-friendly so that students and alumni would become more engaged. Our executions, including the revamped website, monthly payments, geo-location utilization, an internship program and a brand video, all work toward our goals of keeping alumni engaged and lowering the barrier to entry for new members. We want to change the way people see, interact with and think about the UOAA. Because we live in a society that demands convenience, we designed our campaign so that the UOAA could initiate the conversation, instead of making the user go out of his or her way to connect. The campaign is focused around the motif that Ducks fly together. Once a student has graduated, he or she is not done being a Duck. Networking is a useful tool post-graduation that many students rely upon to find jobs. The UOAA has a unique role in helping alumni network with one another both on a professional and social level. If you don’t have plans after college, don’t worry because the UOAA is there to help. Let’s Talk.
WE5T is a group of young, fun, talented individuals who came together to help the University of Oregon Alumni Association maximize its potential. As a team, we represent the entire West Coast. We have members from Washington, Oregon and California. We are Ducks who fly together.
Micaela Friedman Art Director
Adam Panetta Copywriter
Matt Hartmeier Writer
Published on Oct 21, 2012
As part of my Advertising major's capstone class, we were challenged to create a campaign to promote the UOAA.