The leveraging value of celebrating a university’s centennial

Mary G. Barr and Lori Corvino
Additional contact information
Mary G. Barr: Chief Marketing Officer at the Division of Marketing & Communications, USA
Lori Corvino: Senior Director of Principal Gifts and Campaign Strategy, USA

Journal of Education Advancement & Marketing, 2020, vol. 4, issue 4, 321-331

Abstract: This paper first summarises the focused and collaborative planning process Ball State University employed with its stakeholders to create a yearlong drumbeat of activities to mark its centennial. Secondly, it will make the case to craft research-informed institutional identity and marketing campaign in advance of embarking on marking a milestone. Thirdly, it will outline the many audiences targeted to advance strategic goals for giving, participation, and marketing the institution during the milestone year; and finally, it will conclude with the impact of the new marketing campaign as the university experienced record enrollment for its 2019 freshman class and the results of the alumni re-engagement campaign and record one day giving totals.

Keywords: centennial; milestone celebration; branding; alumni engagement; marketing campaign; alumni relations (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5462/download/ (application/pdf)
https://hstalks.com/article/5462/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:4:i:4:p:321-331

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().