SUPERSIZE YOUR HOMECOMING
SUPERSIZE Your Homecoming
Goal: Highlight strategies for maximizing the value and impact of this important campus tradition
We will discuss: Context Rationale Strategies Examples Your ideas and questions
•Over 20,000 students; 180,000 alumni
•First public university in the State of Illinois
•Over 5,000 students graduate annually
•30% of our students live on-campus
•64% of our alumni live in Illinois
• 56% students are female 44% are male
•Student teacher ratio is 19 to one
•Offer 67 undergraduate programs in over 188 fields of study
•Over 300 registered student organizations
Bloomington-Normal is located approximately 125 miles southwest of Chicago, 155 miles northeast of St. Louis and 64 miles northeast of Springfield.
Home of Mitsubishi Motors, the only Mitsubishi Motors plant in North America; the corporate headquarters of State Farm Insurance, COUNTRY Financial and Beer Nuts; and world-class healthcare institutions including Bromenn Healthcare and OSF St. Joseph.
PopulationCity of Bloomington - 72,416
Town of Normal - 51,716McLean County - 164,209
18% of alumni reside within approximately one hour of campus
•90-year campus tradition•Parade, football game, and alumni reunions over the course of one day or weekend•A series of tasks for a small group of people to execute•Unstudied
Homecoming History
Why We “Super-Sized” Homecoming
• 150th Anniversary in 2007 • Support University marketing
initiatives to manage and tell our stories• Enhance University’s image and
reputation• Showcase exemplary students and
programs • Grow current and future alumni support
• A strategic effort to grow loyalty and affinity among current and future alumni• A call to action to show school spirit• Ten days of celebration • A showcase of the best of the University• Virtual and viral• A town/gown collaboration• Studied for continuous improvement
Illinois State University’s Homecoming Today
How We Grew Homecoming
Used the University’s strategic plan, “Educating Illinois”
Goal 3: Illinois State University will enhance student, faculty, staff, alumni, and community pride in, and allegiance to, the university.
Provide access to, and promote a diverse set of, high-quality cultural, social, recreational, and intercollegiate athletic opportunities for both the University and local communities.
Enhance the institution’s ability to connect to students and alumni and foster creative partnerships among alumni, students, faculty, and staff.
Ensure coordinated and consistent promotion of the University’s contributions, services, and successes to external constituencies.
Increase the recognition of, and appreciation for, faculty, staff, and
student service to individuals, committees, and organizations internal and external to the Illinois State community.
How We Grew Homecoming
Reframed who was involved• Illinois State Alumni Relations co-chairs• Key subcommittees
• Faculty/Staff Spirit• Student Spirit• Community/Alumni Spirit• Marketing/Homecoming e-experience
• Ad hoc committee - Saturday guest experience
• Intentional recruitment for representation and leadership
How We Grew Homecoming
Repositioned Homecoming as our largest marketing opportunity – NOT just a weekend in the fall
How We Grew HomecomingImplemented a comprehensive marketing plan
• Partner with University Media Relations• What’s happening• How you can “Roll Out the Red”
• Build systems with University Marketing• Reposition Homecoming as a campaign• Embed in all newsletters• Coordinated texting and social media program• Promotional video and photos available daily
• Grow word of mouth• Giveaway items for our audiences• Social media program to engage action• Tools to invite friends• Community festivals, parades, and farmers markets
• Partner with high-potential departments
How We Grew Homecoming
Invited community participation• Convened community and business leaders• Promoted local businesses and non-profits• Addressed business concerns• Invited community participation in campus events
How We Grew Homecoming
Cultivated faculty/staff participation• Faculty/Staff Guide to Homecoming• Campus experiences just for faculty/staff• Encourage colleges/depts. to showcase their own
programs• Encourage faculty/staff to bring their families to
Homecoming experiences• Reinforce the importance students
place on their participation
How We Grew HomecomingInvested in e-Homecoming experiences
• Website• YouTube videos• Online photo galleries• Texting program• Online activities
IllinoisStateHomecoming.com
How We Grew Homecoming
Leveraged existing programs• Convention and Visitors Bureau tours• Campus Dining “Favorite Recipe from Home”
contest• University speaker series• Alumni Day partnership program with departments• Special campus events (e.g. opening of new alumni
center, notable anniversaries, plays, performances, research conferences, changes in residence halls)
• Campus programs (e.g. recreational hockey, residence hall programs, sustainability initiatives)
How We Grew Homecoming
Created new, low-cost programs• Campus decorating contest for departments and
offices• Photo opportunities with Reggie Redbird• “Give the Red” blood drive with campus wellness
program and the American Red Cross• Campus Homecoming ambassadors
through wellness program• Redbird Walk business discount program• Interactive campus map
How We Grew Homecoming
Studied our efforts• Focus groups• Survey• Debriefing with committees• Ongoing discussion with community partners• Annual audit of campus investment in Homecoming
Communicated findings
Made improvements based on recommendations
Discussion Questions
• Transition of key committee members, especially students, is inevitable. How do you plan to bring new representatives on board, ensuring seamless communication and execution of responsibilities?
• You are missing faculty and, ironically, alumni in your committee structure. How might you involve those two audiences in a manner that is respectful of their time and also clearly values their input, while at the same time is productive for you?
YouTube Promo Video
http://www.youtube.com/watch?v=oLAaBuusIbQ
October 7-16, 2010• October 7 – Lecture; musical; alumni art show• October 8 – Campus Decorating Contest• October 9 – Reggie Day at Children’s Museum• October 10 – Reggie Day at Zoo; business
window decorating• October 11 – Student BBQ; blood drive; lecture• October 12 – Student teams competition• October 13 – Faculty/staff luncheon; student
carnival• October 14 – Lecture; musical• October 16 – Community tour; Great Urban
Race; scholarship brunch
YouTube Carnival Recap
http://www.youtube.com/watch?v=G8gejGHVFY8
YouTube Saturday Recap
http://www.youtube.com/watch?v=BfQO9z6Qh1o
Discussion Questions
What existing campus and/or community programs might you leverage to enhance Homecoming at your institution?
Participation Data Examples
• Parade Text Voting – 4,465 (up 205%)• Student Carnival (Wed.) - 2,027 (up
102%)• Alumni Day – 99 honorees from all
colleges and 400 luncheon (up 35%)• 5K – 724 runners (up 25%)• Redbird Walk – 84 businesses (up 18%)• Business Windows Decorated – 59 (up
34%)• BCA Reunion Friday – 169 (up 45%)• Classroom Whiteboard Clings – 3,200
2009 Online Survey Results
• Alumni (31% of respondents)• Very friendly, welcoming • Love the reunions• Need to hold a concert or fireworks Saturday night
• Students (51% of respondents)• More faculty involvement• Include a service project as part of activities
• Faculty/Staff• Saturday night concert• More appearances by Reggie Redbird
• Community• More family-friendly events on Homecoming Weekend• More involvement of Bloomington businesses
Consistent Campus Investment
• Conduct annual audit of campus investment in Homecoming
• Trend data over 4 years
Lessons• Leverage “What’s in it for me?”• Partnerships matter• Integrate marketing outlets and use them
to encourage action (e.g. invite, watch, become a fan, update your address, text your vote)
• Our audiences will tell their friends• Tell stories of success paired with images
and data to sustain momentum• Planning and documentation are critical• There’s no going back once expectations
are raised
Challenges
• Marketing to off-campus and non-traditional students
• Making Homecoming “green” • Documenting participation in large scale
events such as the parade• Reframing perceptions of Homecoming as
“all about the party” or “all about the football game”
• Continuing to improve the guest experience (e.g. parking, accessibility, and services)
Questions?
Stephanie Epp, Ed.D.Executive Director, Alumni Relations
Illinois State University
[email protected](309) 438-2586
IllinoisStateHomecoming.comIllinoisState.edu