Alumni Celebration/Continuing Education Springfest Weekend
CHALLENGE
With COVID-19 restrictions starting to ease in late 2021, the Duquesne University School of Pharmacy Alumni Association wanted to hold the annual Alumni Conference for the first time since 2019. Traditionally held off campus, the Pharmacy Alumni Association planned a conference for early 2022 at Seven Springs Mountain Resort. However, a lack of registrations led to the cancellation of the event and the opportunity to determine a new direction for the event. The School of Pharmacy senior leadership team wanted to gather data about preferences among alumni related to the conference and plan a new event.
CUSTOMER PREFERENCES
| PREFERENCE | PERCENTAGE |
|---|---|
| On-Campus Off-Campus | 88% 22% |
| One Day/Night Full Weekend | 66% 34% |
| Would Attend Continuing Education Would NOT Attend Continuing Education | 58% 42% |
STRATEGY
Using the event planning cycle, I created a quick survey sent to all School of Pharmacy alumni measuring interest in several different variables, including location, length, and activity types offered. The survey indicated alumni wanted to be on-campus with a majority wanting to allocate only one day to the event but a majority wanted the opportunity to take continuing education courses. To get the best of both worlds, I proposed to the executive committee to combine a dinner to celebrate alumni and the annual Continuing Education Springfest traditionally held on campus into one weekend–keeping the events separate but ensuring to communicate the loose connection. Taking the opportunity to rebrand the event as the Alumni Celebration and create a new identity.
PROMOTION
Though separate events, the Dean of the School of Pharmacy wanted to tie the inaugural Alumni Celebration to the Annual Continuing Education Springfest with the events taking place on consecutive days. I tried to visually connect the events by using the red octagonal frame on Alumni Celebration graphics and the blue octagonal border on Continuing Education Springfest graphics. I combined the red frame and blue border in general announcements. Additionally, Continuing Education Springfest features presentations from current School of Pharmacy residents, allowing for the opportunity to showcase available pharmacy residency programs as well.
EMAILS
Using alumni email lists, I created and sent branded emails for the separate events.
REGISTRATION FORMS
I kept the branding through the registration process.
RESULTS
Nearly 150 alumni and guests registered for an attended the inaugural Alumni Celebration on the Duquesne University campus. And just under 180 registered for and attended Continuing Education Springfest the next night–a 40% increase in combined attendance compared to separate events in the past.
Jacob Betzner 