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Marketing SolutionsMacquarie UniversityCase Study Reconnecting with valued graduates“ We believe the data people supply to...
A highly targeted approach                                       An overwhelming responseReconnecting with alumni who have...
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Macquarie University Case Study

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Reconnecting with valued graduates.

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Macquarie University Case Study

  1. 1. 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.
  2. 2. A highly targeted approach An overwhelming responseReconnecting with alumni who have lost touch with the LinkedIn Partner Messages were a highly effective componentUniversity is an ongoing goal for Alumni Relations. of Macquarie University’s campaign. The versatility of theMacquarie University Alumni Relations Coordinator Partner Messages was an exciting opportunity for MacquarieShannon Tricklebank says, “We had previously tried many University’s Alumni Relations team and became a core elementchannels including events, email, website, Alumni Web of the campaign’s success, as Shannon Tricklebank explains:Community and social media. We decided to use LinkedIn “The two major factors that worked well for this campaignfor this particular campaign because we were able to were the granular segmenting and targeting options availabletarget the exact segment of people we wanted to reach and the ability to capture valuable recipient data. Of the 1,700based on their level of seniority and their specific Macquarie selected Partner Message recipients, 657 opened theUniversity degree.” message and over 330 responded, providing their contact details and making themselves available for ongoingShe adds, “As a result of this campaign, we captured connection opportunities and support.“current details for over 330 highly successful andprominent alumni so that we can keep them abreast ofMacquarie’s latest developments and facilitate connection Ongoing contact with a prized segmentopportunities.” Macquarie University has been able to reach out and connect with a highly valuable alumni segment on a relatively large scale. The University now engages conveniently and easily with this alumni cohort, offering lifelong support, professional development and networking opportunities. Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-085-G 0712