The Challenge
California State University, Northridge: College of Business and Economics (COBAE)'s goal is to increase alumni participation and engagement using an integrated communication campaign.
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Approach & Results
Our approach was to highlight the prowess of the University’s alumni and the value it can provide to those who become involved. We produced, shot, and edited a video of one their most successful alums, Roy Salter. The video featured how Mr. Salter benefited from the University’s education and the different ways he is giving back. In addition, we strategized a direct mail campaign by creating a new brand identity, Dean’s Circle, and a unique four-page foldout highlighting the opportunities and benefits of Alumni re-engaging with the University. The direct mail campaign was very successful bringing in a 4x return on investment.
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