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Marketing SolutionsMacquarie UniversityCase Study Reconnecting with valued graduates“ We believe the data people supply to LinkedIn is current, relevant and of a very high quality”. Objectives Kristy White, • Reconnect with University alumni Manager, Alumni & Community Relations • Create an avenue for maintaining regular contact easily Solution • Establish a LinkedIn Group Macquarie University is ranked in the top 2% of universities globally, and number one in Australia among universities • Deliver Partner Messages under 50 years of age. The University is renowned for • Gain insight with analytics excellence in interdisciplinary research and teaching, a unique approach to learning, highly skilled graduates, and Why LinkedIn? first-class facilities. • Ability to target precise segments based on their level of seniority and qualification With many Macquarie students becoming prominent and • Confidence in the individual data stored being successful in their chosen fields, the University embarked on a campaign in November 2011 to reconnect with these current, relevant and high quality graduates to establish strong relationships. Results Past students form the alumni community, which is important • 1,700targeted partner messages sent for the reputation of the University, raising its profile by • 39% open rate highlighting the potential for strong employment outcomes • 51% response rate (of messages opened) and career success. The challenge the University faced was how to reconnect with alumni, some of whom it had not been in contact with since graduation.