Brand Strategy
Working under NDA, created an alumni association for the 4A’s Institute of Advanced Advertising Studies.
The purpose of the creation of this alumni association was for the 4A's to continue engaging with past participants of their young advertisers' training program in order to foster 4A's loyalty. As these promising participants excel in their career and become decision makers and agency leaders, it is imperative they feel a strong bond with the 4A's for future affiliation. Although the launch is still underway, we anticipate that the comprehensive plan when executed will engage at least 30% of the 5,000+ alumni in the first full year through both in-person events and social media.
What I Did
Preliminary & Market Research
Conducted a qualitative study to understand how to create an engaging and valuable alumni network.
Data Collection & Analysis
Used primary research to conduct a further quantitative study with past participants and analyzed to discover key consumer insights.
CRM Database Development
Developed a database with updated contact information for 5000 past participants.
Strategic Framework & Recommendations
Created a customer-centric strategy based off key insights & developed a comprehensive program playbook including guidelines for communications & marketing.