Case study: The shift from in-person to virtual Homecoming and how to create a trending success

Lisa Andreana and Steve Frangakis
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Lisa Andreana: Alumni Relations Officer, Wilfrid Laurier University, Canada
Steve Frangakis: Communications Officer, Wilfrid Laurier University, Canada

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 2, 180-187

Abstract: In 2020 and 2021, the COVID-19 pandemic had an impact on alumni relations activity and programming in myriad of ways. At Wilfrid Laurier University in 2020, the flagship alumni relations engagement event, Homecoming, risked cancellation in light of current public safety guidelines. Alumni professionals know an event the size of Homecoming takes months to plan. With the start of the pandemic in March 2020, the plans and the vision for Laurier's Homecoming 2020 were quickly derailed. This paper offers insight into how a medium-sized public university in Canada flourishedin its pandemic Homecoming adaptation. We share thoughts on how to rethink, repurpose and reconsider events in different formats.

Keywords: alumni; Homecoming; alumni engagement; alumni relations; virtual events; social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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