NYU Advancement And Alumni Communications - Alumlc

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NYU Advancement andAlumni Communications

No Other Opt-in:NYU's Alumni-CentricMarketing ShiftKristine Faxon, Director of Advancement and Alumni CommunicationsSarah Shanahan, Associate Director of Advancement and Alumni CommunicationsCatherine Coppola, Email Marketing Manager2

Where do you work?(Poll)

Kristine Faxon Director of Advancement and Alumni CommunicationsUniversity Development and Alumni Relations NYUIthaca College, BA NYU, MS Integrated MarketingKristine.Faxon@nyu.edu LinkedIn: /kristinefaxon4

Sarah ShanahanAssociate Director, Advancement and Alumni CommunicationsUniversity Development and Alumni Relations, NYUEmerson College, BAsarah.shanahan@nyu.edu LinkedIn: Sarah (VanDerwerken) Shanahan5

Catherine CoppolaCatherine Coppola Email Marketing ManagerUniversity Development and Alumni Relations, NYUNYU, BA, Consumer Behavior NYU, MS, CorporateCommunications NYU, MS, Computer Science (pending!)catherine.coppola@nyu.edu LinkedIn: /catherineducey6

NEW YORK UNIVERSITYFounded in 1831, largest private university in United States3 Degree-granting campuses (NYC, Abu Dhabi, Shanghai)12 Global academic centers58,46126,98125,9045,576Total Student PopulationUndergraduateGraduate and ProfessionalNoncredit Programs100,000 Class of 2025 Undergraduate Applications15% Undergraduate Admission Rate85% 6-Year Undergraduate Graduation RateClass of 2023 Demographics:19% Asian/Pacific Islander9% African American19% Hispanic/Latino20% White24% International9% Other7

At a GlanceNYU ALUMNI600,000 alumni in 185 countriesRoughly 1/3 live in NY Metro area44% of the metro NYC population are recentgraduates (within 10 years)600,000 NYU Alumni Worldwide90.0% of alumni were either employed orenrolled in a graduate or professionalprogram within six months of graduationAccording to NYU’s The Life Beyond the Square Report for the Class of 2019FY20 ANNUAL REPORT 8

NYU Alumni Relations Communications partnersNew YorkSchools Arts & te of Fine ArtsISAWLawLiberal nTischWagnerShanghaiAbu Dhabi9

What We DoAlumni CommunicationsHow we do it differentlyWhy We Do What We DoPermission-basedcommunicationsEngagement andlong-termrelationship10

What is Opt-In?Becoming alumni-centric in our approach to email marketing“Yes, I wantto receiveemail fromyou”Builds anaudiencethat loveshearing fromusDeliverscontentalumni wantRewards ourmost engagedwhilerespectingpreferencesPromotestrust in NYUSuccessfulengagementand repeatengagement11

What is Opt-In?What is spam in the eyes of alumni? What causes them to hit the “this isspam” button? Any email they don’t expectAny email they don’t wantAny email they might have signed up for, but later decide they don’twantAny easy way to opt-out12

CAN-SPAM standsfor.(Poll)

Also.CAN-SPAM (Controlling the Assault of Non-Solicited Pornography AndMarketing) passed in 2003CASL (Canada’s Anti-Spam Law) passed in 2014GDPR (General Data Protection Regulation) implemented 2018CCPA (California Consumer Privacy Act) passed in 201814

WHERE we were and WHY we moved15

610%over five years16

18%in one year17

17%2/3alumni notreceiving email(unsubscribes,SPAM, or contactrestrictions)alumniunsubscribedfrom all(vs. category)30%unsubscribesoccurred in pastyear(FY15-FY16)18

THEN:Batch and BlastAll emailssent toeveryone whois notOpted-out19

NOW:MarketingAutomationEmails sentonly to thosewho haveOpted-in20

2019: Move to Opt-inReduce unsubscribesand increaseengagementInvite alumni toopt-in for clubEngaged AlumniUpdate contact information andcommunications preferences21

NYU Alumni ClubsClubs allow alumni to connect in regions around the world,locally, or around a shared interest and affinity.Affinity: Identity networks (LGBTQ,Women’s Initiative, BlackAlumni, Veteran Alumni, etc)Career NetworksOther clubs include ChoralArts, Residential Life,Washington Square News,and moreRegional: 30 North American cities andregions36 Countries and regions aroundthe worldAll alumni are welcome,regardless of school, college, ordegree type22

Timing forOpt-In LaunchMayJuly2019December2019March2020Launch Opt-InOpt-in CampaignPivot to Fully DigitalProgramsEmailed clubs to update tocontinue to receive: invitationsFall Magazine adeNewsletterEmailSocial MediaAnd more.Launched PilotMove to weekly digestMay2020New Grad NurtureCampaignWelcome new graduates to thefull opt-in experience.2021Continue Transition toOpt-InContinue to introduce andwelcome existing alumni to theopt-in experienceOptimize marketing andcampaign23

Preference Center PathThrough email footer:24

PreferenceCenter25

Preference CenterUsing the Preference Center on Marketo, alumni can update theircontact information and opt-in / opt-out of alumni messagingAll alumni areautomaticallyopted intoSignature Eventsand NewsAlumnipreviouslyreceiving clubs’invitations wereinvited orsubscribed inAlumni nowopt-in to Affinityand RegionalClubs to receiveinvitations26

Opt-In Campaign Email Dedicated email with customized messaging Promo boxes throughout Newsletter Social Media (all channels) Google Ads Magazine ad Live events27

Opt-In CampaignNYU Alumni MagazineFall 2019Delivery: October 201928

29

SocialMediaCampaign30

SoftMarketingtoCurrentlyEngagedPromo box in email31

Transition to Opt-InUse CaseNYU Women’s InitiativeRecent Alumni Network32

Why these clubs? Large “eligible” audienceRegular programmingHistorically presumed interestFluctuating distribution size33

Before / After Opt InBeforeAfter Requested lists from data team Lists generated inside Marketo Manually uploaded lists No more uploading No data quality checks Able to check data quality before sending Fluctuating list sizes Consistent audience size No opportunity to update email preferences Email the opt-in audience Unable to be a member of more than oneregional club Able to join any club34

Invitation to Opt-In AudiencesRecent Alumni NetworkWomen’s Initiative Lives in NYC Lives in NYC Graduated in Past 10 Years Listed as Female in DatabaseCombined Audience of 99,00035

The Invitations Drip campaignShortClear call to action36

The DripCampaignJourneyBehavior-Based EmailMarketing Plan37

Take a guess.What is the NYU Women’s Initiative &Recent Alumni Network’s combinedunsubscribe rate?38

.less than 0.01%

Email Engagement Increased ForBoth Clubs Open Rates Women’s Initiative: Nearlydoubled Recent Alumni Network:More than doubledClick to Open Rate Women’s Initiative: Morethan doubled Recent Alumni Network:Increased by 30%40

How is a list created now?Email distribution list is comprised of Alumni Who Have Opted-In I want to hear from the Women’s InitiativeI want to hear from the Recent Alumni Network41

Introduced withOpt-In Use CaseGraduating Class of 2020amidst COVID-1942

2020 Changed Our Plans. Shifted to fully onlineprogramming for alumniUnable to welcome the Classof 2020 in person43

Our Shift.What We PlannedWhat We DidOpt-In Only to Receive Club InvitationsOpt-In Only to Receive Club Invitations A Weekly DigestOpt-In Only to Receive an Alumni CardDigitally encouraged graduates to updatetheir address so we send the card to thecorrect place, but sent the card even if wedidn’t get a response.In person booth at Commencementactivities to encourage grads to sign-up44

What does it mean foropt-in? Still encouraged graduates to opt-in to clubsPivot: Include graduates on news and event digests tointroduce to programming and content samples offered by theNYUAA45

How did the Class of2020 respond?

NYU ALUMNIThe Full Class of2020 is Engaged 32% of graduates updated theiraddress and contact informationOpen rate for Class of 2020 is morethan double our generalpopulation’sClick rate is more than double ourgeneral populationFY20 ANNUAL REPORT

NYU ALUMNIOpted-In Members areEven More Engaged.Of the 32% that responded. Open rate is nearly triple the averageopen rate Click to open ratio is quadruple that ofour general population 25% higher attendance rate on NYUAAprograms than peers who did not opt inFY20 ANNUAL REPORT

What’s Next.

NYU ALUMNI Remove invalid and unresponsiveRe-engagement strategyWin back and wake the sleepingOverall better data hygieneFY20 ANNUAL REPORT

What can I do to start?Here are a few steps to launch opt-in: Become audience-centric in communicationsAssess communications platform Does it allow for updating preferences? Is it publically available?Select pilot group to launch with No more than 10% of baseIf decentralized, communicate and gain buy in from partnersConsider database and develop plan for bi-directional feedMeasure, measure, measureOptimize!51

Thanks!One More Thing 52

One word to summarizeyour takeaway fromtoday (please write in chat)

NYU's Alumni-Centric Marketing Shift 2 Kristine Faxon, Director of Advancement and Alumni Communications . NYU Ithaca College, BA NYU, MS Integrated Marketing Kristine.Faxon@nyu.edu LinkedIn: /kristinefaxon. 5 Sarah Shanahan Associate Director, Advancement and Alumni Communications University Development and Alumni Relations, NYU Emerson .

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