OCAD University
Alumni Portal & Newsletter
Services
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Campaign Strategy
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Campaign Development
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Luminate Online
Platforms
- Luminate Online
Client Objective
OCAD University understands the significance of keeping its alumni network engaged and informed. With an upcoming newsletter launch, the need to gain and optimize alumni contact information became paramount. We identified three main areas to target and engage alumni and focused our effort towards making those updates.
Our Solution
1
Alumni Portal for User Engagement
Objective: Establish a user-friendly platform for active alumni to update their contact information and preferences.
Implementation: We introduced a new, custom Alumni Portal where alumni with up-to-date email addresses can log in using their credentials. This platform empowers them to manage their contact details, modify email preferences, and access historical giving information. Upon launching, users received an email containing their username and a link to reset their password, redirecting them seamlessly to the new Alumni Portal.
2
Audience Segmentation & Meta Ad Targeting
Objective: Re-engage inactive alumni, including those with hard-bounced email addresses, through targeted advertising.
Implementation: We identified inactive alumni by setting up Engagement Factors in Luminate Online, such as a lack of email clicks in the past six months or hard-bounced email addresses.
Then, we utilized this segmented list for Meta ad targeting, presenting custom ads to unengaged alumni on social media. These ads were also linked to a survey designed to collect updated alumni information
3
Newsletter Strategy & Template Design
Objective: Develop an effective newsletter strategy with appealing design to enhance engagement.
Implementation: We crafted a compelling newsletter strategy to communicate relevant updates, events, and achievements to the alumni community ensuring it is informative, engaging, and encourages further interaction. The newsletter template designs are visually appealing, align with OCAD's brand identity, and resonate with the artistic and innovative spirit of the institution.
Project Highlights
Active Users
Pageviews
Avg Open Rate
Avg Click Rate
The Results
Alumni Portal Engagement has witnessed a proactive response since its launch, with 476 users actively updating their information, reflecting the alumni community's commitment to ensuring the currency and relevance of their contact details. The Alumni Portal has generated notable traction, accumulating 9,029 pageviews, signifying a substantial interest and active utilization by the alumni audience.
The alumni newsletter has achieved commendable success, boasting a 48% open rate, indicating robust engagement. Furthermore, a 2% click-through rate highlights not only alumni opening the newsletter but actively interacting with the content through relevant links. These metrics collectively underscore the efficacy of the implemented streamlined contact information and re-engagement strategies outlined in the case study.
