From campus to community: Amplifying alumni pride and engagement through the University of Sydney’s Alumni Festival

Kate May, Anna Herbert and Scott Bellingham
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Kate May: Director, Alumni and Supporter Experience, Advancement Portfolio, University of Sydney, Australia
Anna Herbert: Marketing Communications Specialist (Advancement), Marketing and Communications, University of Sydney, Australia
Scott Bellingham: Special Events Project Manager, Alumni and Supporter Experience, Advancement Portfolio, University of Sydney, Australia

Journal of Education Advancement & Marketing, 2025, vol. 9, issue 4, 298-308

Abstract: The University of Sydney’s Alumni Festival represents a transformative approach to their alumni engagement, driven by a strategic vision to reignite alumni pride and foster deeper connections. Spearheaded by a dedicated team of advancement professionals, the festival was conceived in response to challenges such as a significant number of ‘lost alumni’ and disengagement among the 30–49 age group. The festival aimed to create a vibrant, inclusive event that resonated with diverse alumni demographics. Key strategies included leveraging Sydney’s cultural affinity for festivals, securing broad institutional support and designing unique, interactive experiences. The festival featured exclusive tours, family-friendly activities and nostalgic events, all tailored to re-engage alumni. A comprehensive marketing campaign, emphasising inclusivity and leveraging internal partnerships, successfully raised awareness and drove participation. The inaugural festival exceeded expectations, achieving high registration numbers, reconnecting with lost alumni and fostering a renewed sense of community. Post-event surveys indicated strong alumni satisfaction and a desire for future participation. This paper analyses how festival’s success underscores the importance of innovative, data-driven approaches to alumni engagement and sets a new standard for future initiatives.

Keywords: events; strategy; engagement; alumni relations; campaign (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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