2. PROJECT MANAGEMENT
High Level Medium Level Details
• Major Goals • Sprints • Time Estimates
• Milestones

3. MARKETING AND MEASUREMENT MODEL
Why do we
exist?
Create Increase Highlight
Awareness Memberships Events
Annual Lifetime Special
Paid Media Earned Media Memberships Memberships Chapters Events

4. CREATE AWARENESS
PAID MEDIA EARNED MEDIA
• Advertising • Social Media
• Online • User generated media
• Offline (photos, videos, blog posts)
• Shared Content

5. KEY PERFORMANCE INDICATORS
• Traffic
• Interactions
• Reach
• Brand Equity
*Actual Results

6. INCREASE MEMBERSHIPS
Annual Multi-Year
• Recent Graduate • 3 Year
• Student • 3 Year Joint
• Single /Joint • 4 Year Student
• Friend / Joint Friend
Parent/Family Lifetime
• Individual / Joint • Recent Graduate
• 4 Year Individual/ • Student
Joint • Single / Joint
• 1 Parent / 1 Student
• 2 Parents / 1 Student

7. INCREASE MEMBERSHIPS
ANNUAL MEMBERSHIPS LIFETIME MEMBERSHIPS

8. INCREASE MEMBERSHIPS
G A M I F I C AT I O N GOLDEN PANTHER GETAWAY
• Top recruiting team
are declared winners
• Prizes correlate with
increase in
memberships
• 1,000 new members =
$200 shopping spree
• 40,000 new members =
Flight + Golden Panther
Getaway for two

9. KEY PERFORMANCE INDICATORS
• New Members
• Value Generated
• Reach
• Interactions
• Media

10. HIGHLIGHT EVENTS
Chapters
Torch
Awards
Gala
Special Events
FIU
Nights

11. FIU TORCH AWARDS
Branded Awareness & Interaction #TorchAwards
Introduce people to each other
Special prize for 20th digital registration at ceremony
Themed Web badges for winners, faculty, attendees, etc.
Pre-, LIVE and post-coverage
Follow up with attendees and include FIU signature
cocktail recipe
*Anything Paulina or
the team needs

12. FOOTBALL TAILGATE
Photo Booths
Gourmet Food Catering
• Shake Shack, etc.
LIVE / Turntable.FM /
prerecorded mix
Mobile Charging Center

13. KEY PERFORMANCE INDICATORS
Response Rates
Attendance
Participation
Profitability

14. HIGHLIGHT EVENTS // SPRINTS
Initiative Audience Description Cost
Planning
Create Collaterals Digital invitation $300 |+/-
Initial A, S, C, B, $100
Announcement
Save the Date A, S, C, B,
2nd Announcement A, S, C, B, C-T-A: RSVP $200 +/-
LIVE Coverage $100+/-
Follow up w/ TY & Attendees Thank attendees, $200 +/-
cocktail recipe follow up message,
cocktail recipe, etc.
LIVE DJ A, S, P, C, B, R Setup Fees $8,00 +/-

15. THREE MONTH BUDGET BREAKDOWN
Initiative Description Cost Balance
$20,000
Torch Awards Design, Misc. $2,000 +/- $18,000
DJ Mix Tailgates, 6X Home Games $1,200 +/- $16,800
Mobile Charging $2,000 +/- $14,800
Advertising Recurring advertising $4,000 +/- $10,800
Game Promotion Upfront costs $500 +/- $10,300

17. MAILCHIMP & RAISER’S EDGE INTEGRATION
Two-way synching between MailChimp & Raiser’s Edge to manage
campaigns
Input fields from Raiser’s Edge into MailChimp e-mails via merge
tags
View e-mail activity within MailChimp on the Raiser’s Edge platform
Keep records on both platforms up to date

18. FIUALUMNI.COM

21. MOBILE
• SMS
• Text ALUMNI to 2722
• Mobile Friendly J
• Legal Implications

22. OTHER TOUCH POINTS
Call
Adjusting Scripts
Center
Brochures
Print
Mailings
Materials
Renewal Reminders
FIU
Alumni Profiles
Magazine

24. MARKET VALIDATION*
Probe, test and validate:
*It’s more about validating whether proposed
solutions make sense

25. OPTIMIZATION
A/B TESTING USER EXPERIENCE (UX)
• Natural User Interface
• Fluid Grid Response
• “Users don’t choose on the
basis of importance but on
what’s easiest to
understand.”

26. CONTENT STRATEGY

28. AUDIENCE KEY
(A) Alumni (B) Board of Directors
(S) Students (F) Faculty & Staff
(P) Prospects (R) Parents
(C) Community (M) Media

29. ALUMNI // ALDO GONZALEZ
Looking to take his career to
the next level
Enjoys sports events with
college friends
Wants to travel now that he’s
done with college
Spends his discretionary
income on electronics
(phone, laptop, TV, etc.)

30. STUDENT // IVETTE ALFONSO
Balances full-time work & school
schedule
Worried about life after graduation
Primarily uses Internet for
schoolwork, socializing, shopping
& news
Interested in social activities,
nightlife and cultural events
Texts and listens to music on her
mobile phone

31. PROSPECTIVE STUDENTS // PAULA & ROBERTO
Junior and senior in high school
Submitted several college
applications
Wonders about fitting in
Needs a way to ask questions
Uses text messages, social media to
stay in touch
Interested in social activities,
nightlife
Streams music on Pandora or
Spotify

32. PARENTS (INDIVIDUAL OR JOINT)
He wants to provide his daughter
with the best education
Wants to find information on
housing, financial aid, safety
Curious about continuing his own
education

33. BOARD OF DIRECTORS // GONZALO ACEVEDO
Busy schedule, long hours and
travels often for work
Enjoys spending evenings,
weekends with family and friends
Uses e-mail, text messaging and
LinkedIn to stay in touch
Enjoys working out at the gym and
competitive team sports
Seeking networking opportunities,
community involvement