Challenge:Draw 20% more alumni to the 2015 QU Reunion than have attended reunions in the past two years.
Obstacles:With job and family demands, it’s tough to commit and travel complicates things further. There has to be real interest to bother going back to campus.
Approach:Tap into nostalgia. A shareable online checklist about unique campus facts, hangouts and events got alums to reminisce about QU and visit the reunion landing page. Targeted direct mail matched memorable QU moments to the recipient’s age.
Results:A+. We hit the sign-up goal two weeks before reunion weekend. For prior reunions, the heaviest sign up happened at the door.
Challenge:Ensure a bright start to Connecticut Sun’s new season. Expand the team’s base to include more families.
Obstacles:Little or no connection to the team or individual players. What’s more, families are active outdoors – in the real sun – during summer. Why come inside for the Sun?
Approach:Spotlight players. A special Pre-Season Media Day connected on-air radio personalities and sports broadcasters with players and coaches whose energy and charisma came shining through.
Results:Interviews and anecdotes filled airwaves all week before the opener, where an on-site radio broadcast added more buzz. Season attendance topped the team’s record and exceeded the WNBA’s league average.