Generational Marketing & Engagement WCMG 2018 · • Type of communication (print, digital, social) • Scheduling strategies (time of week, year, etc.) • Presentation of marketing

Generational Marketing & Engagement

WCMG 2018

• Private urban university• Student body: 45,500

(19,000 undergrad; 26,500 graduate)

Alumni Profile:• Non-dues • 405,000 living alumni

(312,000 mailable; 236,000 emailable)• Just over 50% live in Southern California• Other top regions: Northern California, DC/Virginia,

New York, Texas, Washington

USC at a Glance

Traditional• Programming and engagement based on:

geographic location affinity to schools and colleges within USC athletics

• Focused on alumni in the “inner circle” (hyper-involved, “Rah-Rah” Trojans)

Marketing & Engagement Strategy

Shiny and New• Find the common characteristics of a Trojan, and how to best engage them• Realize that not every alum is going to bleed Cardinal & Gold… and that’s okay• Keep USC relevant to their lives, regardless of different interests & life stages• End game: focus on outreach strategies within the various life stages, that inspire

alumni to participate physically, virtually and financially with the university and with each other

Considerations• Type of communication (print, digital, social)• Scheduling strategies (time of week, year, etc.)• Presentation of marketing content

Strategy Shift

So, why make more work for ourselves?

Because this... Is different than this…

Strategy Shift

Lifecycle of a Trojan

Meet Alex

(Future) Alumni Profile: Student Alumni Society

• She will graduate in 2020 with a Major in Chemical Biology and a Minor in Hip Hop, Street and Social Dance Forms

• She is the Philanthropy Chair for her academic fraternity and the President of the Student Alumni Society

• She is an Opinion writer for the Daily Trojan and is also thinking about running for Student Government next year

• In her spare time, she blogs, hits the rock climbing gym and volunteers at the Humane Society

• She lives on campus but tries to visit her parents once a month

Traits of an SAS Member• She’s heard all about this “Trojan Family” thing and has finally decided to drink the water• Almost at the midpoint of her undergraduate career, she’s hyper-focused on making the

connections she needs for her future• She wants those exclusive networking opportunities• She is also hoping to solicit support for student-focused campus initiatives• She wants immediate fulfillment and gratification• Her schedule is extremely busy, but she is a pro at multi-tasking

How do we reach Alex?• Twitter, Instagram, Snapchat, LinkedIn, maybe Facebook, try email, #hashtags – and if all else

fails, text her• Messaging should be quick, casual and frequent…but not invasive• Understanding where she’s at and how we can reach her


Programming focuses on:• Mentorship• Networking• Preparing for the future

2017-2018 programming highlights:• Summer SCend Offs for incoming freshmen• Alumni Life Chats• Fall and Spring Networking Nights• SAS Alumni Panel• Trojan SCuppers• Senior SCend Off


Meet Haley

Alumni Profile: Young Alumni

• She graduated in 2014• She has a wide social circle and still feels very connected to

her undergrad days at USC• She is working to establish her career and figure out what

she wants to do• She works as a Marketing Coordinator but is thinking about

grad school. She’s also thinking about launching a fashion start-up with some of her sorority sisters.

• She is excited about her trip to Thailand this summer but is worried about the WiFi connectivity

Traits of Young Alumni• It’s all about digital communication• She likes being connected and will communicate frequently, but doesn’t want you to waste her

time -so get to the point• She’s very responsive and expects you to be the same• Weekends and evenings are “catch up” time, so hit her up then• She leads a very busy life and doesn’t have time to plan ahead

How do we reach Haley?• All digital• Use less text, more graphics and give her the info as concisely as possible• Speak to her in a casual style• Don’t bother her with anything more than 6 weeks away• Avoid summer (she is too busy traveling the world)


Programming focuses on:• Life Transitions• Financial Planning• Career Development• Social Events

2017-2018 programming highlights:• Branding Bootcamp: How to Manage your Personal Brand• Trojan Talks: Digital Media• USC vs. UCLA Tailgate• Career Event: Perfecting the Pitch• Day of SCervice• Career Event: Navigating the Quarter Life• Young Alumni Summer Party


Meet Cam

Alumni Profile: Second Decade Society

• He graduated in 2001• He has worked his way up to middle management

and still hopes to be an executive some day• He has been married for 10 years and has two young

kids (if you read his holiday newsletter this year you’ll see that Billy won his first sports medal and Sally received “Student of the Month” at school)

• He still keeps in touch with his college friends, but life makes it hard to see each other

• He loves USC, wears his alumni sweatshirt proudly, and tries to attend a few events per year, when schedule permits

Traits of the Second Decade Society:• He is VERY family-focused and is most likely to attend an event that is kid-friendly• His social media usage is somewhat limited – he loves Facebook (when he has time to putz

around on it), but hasn’t really succumbed to the Instagram and Twitter rage• He checks his email frequently though• He likes to read, especially newsletters that contain a lot of information• He isn’t very open to new ideas and change

How do we reach Cam?• Email, email and email again. He might forget about something, but life is super busy so he will

appreciate the email reminder (he also might overlook a Facebook post)• He also prefers a casual writing style• He is extremely busy with work and family, so give him plenty of notice – at least 3 months, and

plan around youth sports seasons and prime family vacation time• If Cam can’t bring the kids, he can probably only attend events on weeknights


Programming focuses on:• Mid-level career events• Family activities• Academic lectures

2017-2018 programming highlights:• Navigating Workplace Politics and Moving Up• Nutcracker Cultural Event• Career Makeover Breakfast: Creating your

Competitive Edge• 9th Annual BBQ and Baseball Game


Meet Phil & Claire Dunphy

Alumni Profile: Encore Trojans

• Phil and Claire are Class of 1982• They have recently become empty-nesters (although

their kids seem to be around almost as much as they were when they lived at home!)

• They are constantly looking for new challenges and possibly even a second career (Phil’s been eyeing that Magic Shop that has recently gone up for sale, and Claire just took over her Dad’s closet business)

• They love Facebook and dabble in Instagram, but mostly to stay connected with their kids

• They’ve starting exploring ways they can re-engage with their alma mater

Traits of an Encore Trojan:• They like to plan ahead – the earlier the better• They are all about re-invention – personally, professionally, culturally and socially• As senior management, or close to retirement, they have more flexibility in their schedules• They still open every piece of mail delivered by the USPS

How do we reach Phil and Claire?• Utilize all possible communication channels – emails, e-newsletters, social media (especially

Facebook), mobile, snail mail• Communication style is more formal – details, details, details!• They will appreciate a lead time of at least 3-4 months• As empty-nesters with adult kids, they can be engaged year-round


Programming focuses on:• Renewal, redirection and reinvention• Purpose and fulfillment (i.e. service project)• Re-connection with the university, and each

other

2017-2018 programming highlights:• Pursuing your Passion• How Technology is Changing the Workplace:

What You Need to Know at 50+• Project You 2.0: Managing Your 24/7 Lifestyle• Day of SCervice


Meet Jay

Alumni Profile: Half Century Trojans

• Jay graduated in 1966 and retired in 2011• He now has a lot more free time for hobbies and

volunteering• He is comfortable with email and even learned how to

Skype so he can see his grandchildren who live across the country

• He still loves all things USC and tries to stay involved with his alma mater as much as possible

• He is on the lookout for his printed invitation to the Annual HCT Hall of Fame luncheon (and will get there at least a half hour early)

Traits of a Half Century Trojan:• They aren’t tech savvy, but they do try…at least with email• They like to chat… on the phone, at events, on the golf cart en route to an event…• Familiarity is important – they like things to look the same and feel the same • They can be rigid and even a bit stubborn – last minute changes or delays may cause panic• They like to plan very far ahead and don’t like to attend events on nights or Sundays

How do we reach Jay?• We need to adapt to how they see the world• Communication style is also very formal – details, details, details – text heavy is OK and we

must be as clear and concise as possible• Important communication should always be in print• If they check email, it’s usually in the morning• Lead time for communication should be at least 6 months


Programming focuses on:• Tradition and nostalgia• Opportunities for current student interaction• Service to the university

2017-2018 programming highlights:• Annual Hall of Fame Luncheon• OC Speaker Event: Effects of the environment on

the brain’s aging process and human longevity• Lunch with the Coaches - Men’s Basketball vs.

UCSB• West Side Story by the USC School of Dramatic

Arts• Annual “Going Back to College” Day• Commencement reception and procession


Questions?

Amy RaichlenAssociate Director, Marketing [email protected](213) 740-8559

Generational Marketing & Engagement WCMG 2018 · • Type of communication (print, digital, social) • Scheduling strategies (time of week, year, etc.) • Presentation of marketing

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