For the past 35 years, the Douglas College Foundation has been helping Douglas College students explore and discover new passions and dreams by providing them with scholarships, awards, and bursaries.
This year Douglas College is celebrating 50 years and the Douglas College Foundation wants to reengage with their alumni and bring them close to participate in this special occasion. Our Students will join forces with the Foundation to help them in the making of a successful event.
The Challenge
In order to make the most of the 50 years anniversary, our client wanted to reach out to Douglas College Alumni whose contact information was missing from the Foundation's database and also create a more loyal and engaged community.
The Tactics
Douglas College Marketing Students enrolled in the Envision Financial and Douglas College Community Building Program designed a set of integrated marketing tactics to tackle the challenges presented by using online and offline strategies.
Non-invasive ad in Local Newspapers
Students created a non-invasive ad to be published in local newspapers with the intent to find "missing" Alumni.
The ad campaign should run for 1 to 2 weeks with a QR code that steers the reader to our Client's website.
Social Media
On the online side, Douglas College Marketing Students recommended two different tactics to increase awareness for our Client and engage the community with social media.
Doug Talks - A Ted Talk like experience to increase engagement, donations and stimulate continued experiential learning; and
Alumni Interviews - Interviews with Douglas College Alumni that work in different industries to give their perspective on their jobs and area of interest.
Conclusion
By integrating these Marketing Tactics, Douglas College Marketing students enrolled in the Envision Financial and Douglas College Community Building program expect to increase the Douglas College Foundation's Alumni database and create more engagement between new students and Alumni, an important asset to help Douglas College Students in their path to their professional career.
