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Alumni Awards CeremonyUA Alumni Association honors the 2013 Alumni of the Year

Award Winners

Let's Spice this Up!

Our objective is to help the Alumni Association with making next year’s awards better than the last.

● We suggest that more students are invited to the award ceremony ○ Recommend: Several students from each college could be picked by

their college's dean to attend the event.

● We propose the Alumni Association highlights and publicizes their winners more productively○ Recommend: having winners somehow involved in Homecoming

Activities by exposing them at the Homecoming football game and introducing the public to their achievements

1. assess transportation needs for non-local residents○ shuttle service runs every 15 minutes

2. offer incentives ○ goodie bags containing alum gear ○ redeemable at ceremony with proof of ticket

3. media kit ○ press release, magazine article, targeted media list

4. powerpoint of distinguished alumni at ceremony

○ biographical information, pictures from college

How will we do this?

Example: Goodie Bag

AD Campaign

● Print Advertising Campaign

○ The Daily Wildcat and The Arizona Daily Star

● Television Advertising Campaign

○ KGUN TV, Telemundo, and KVOA TV

● Radio Advertising Campaign

○ KQTH FM and KNST AM

● Social Media Advertising Campaign

○ Facebook, Instagram, Twitter, Pinterest, YouTube, Linkedin

Example Facebook Page

● Will announce and feature one or more of the most

notable Alumni Award Winners.

● The release will give a brief overview of the Alumni's

background at the UA, career path and current

relationship with the UA and Tucson.

Press Release

● To highlight the most exciting recipient of the Alumni

Achievement Award

● Will discuss the prominence that the Alumni attained

in his or her field.

● Also will describe their relationship with the UA and

why they are a notable Wildcat for Life.

Magazine Article

● The targeted media identifies all of the relevant and

major radio, print and TV news outlets in Tucson that

we will work to secure coverage in.

● Strategic media coverage in terms of news outlet and

time frame will increase publicity around the Alumni

Awards Ceremony and the notable award recipients.

Targeted Media List

Target Audience:

● age range of 31 to 49 years

● Bachelor level degree graduates specifically (in regards to alumni versus general public)

Support:● Past years attendees have mostly been under 30 years of age and those

50 and older (UAAA Membership and Profile Survey: January 2013).

● Alumni that hold a graduate degree or higher accreditation are more likely to attend (UAAA Membership and Profile Survey: January 2013).

Audience Evaluation

Program EvaluationMeasuring the effectiveness of information dissemination and the efficiency with which it produced audience awareness of the Alumni Association’s Award Ceremony

Methods

Day-After Recall Surveys● To evaluate the effectiveness of media materials the Alumni

Association should continue to use "...systematic measures of success... such as survey research” (Watson, 2012).

Pre and Post Surveys ● To efficiently measure audience attitudes and satisfaction

with the Awards Ceremony event itself, these types of surveys have been documented as beneficial to data evaluation as media analysis is “enhanced by the introduction of computerized content analysis based on keywords or key phrases” (Watson, 2012).

● The University Of Arizona Alumni Awards ceremony needs more

recognition and publicity.

● Recommendations:

○ Exposing winners at the homecoming football game.

○ Several students from each college picked by their Dean to attend

the event.

● To achieve these recommendations, we will...

○ Assess the transportation needs of the possible attendees.

○ Offer incentives at local hotels.

○ Create an ad campaign to promote the event through local media

structured to the specified target audience.

To Sum It All Up...