Campaign Marketing Communications Plan

Page 0

Goals
Inform a wide range of alumni about Campaign priorities and funding needs
Inspire and motivate alumni, parents, and friends to engage with Cornell and support the Campaign Support efforts to identify and cultivate the next generation of donors Celebrate Campaign milestones and promote progress in reaching our goals
Page 1

Audiences
Alumni, Parents, and Friends (potential donors) Tracked prospects Untracked donors Non-donors Young alumni Volunteers AA&D staff

Page 2

Research
Audit of previous Campaign materials Regional focus groups Preliminary message testing (Case for the Campaign drafts and discussion paper)

Page 3

Research/Key Findings
Case should be emotional and inspirational, appeal to both heart and head Sense of urgency why now? Look forward, not back Explain what this Campaign will do and its impact (measurable outcomes)

Page 4

Research/Key Findings
Cornells distinctive qualities diversity, any personany study, physical setting, commitment to need-blind admission and undergraduate education Cornell is a leader in serving the world, importance of land-grant mission (Cornell is the best place to solve world problems) Cornell is life changing for alumni, promotes a can-do attitude where anythings possible

Page 5

Message
Any personany study made relevant to the 21st century The Campaign will enable Cornell to be the leading research university committed to undergraduate, graduate, and professional education and service to the citizens of the world

Page 6

Message
Campaign Priorities Educating tomorrows leaders (undergraduate, graduate, professional student aid and support) Faculty excellence (recruitment and retention) Collaborative culture (interdisciplinary programs and facilities) Strategic research investments - Life Sciences, Computing & Information Science, Sustainability, Humanities

Page 7

Strategy
Develop and deliver messages and materials that are: Personalized Engaging Integrated Responsive Print-on-demand: customize communications for prospective donors

Page 8

Strategy
Short-term (year one) Promote Campaign launch; begin creating widespread awareness of Campaign goals and priorities; emphasis on tracked prospects Longer-term Build momentum, extend message reach and penetration and saturate the market More carefully target messages and media to new prospects and other critical audience segments, respond to evolving Campaign needs and shifting priorities
Page 9

Methods/Tactics
Plan and execute principal marketing communications materials and activities Campaign case statement College, unit, and priority case brochures Other collateral (annual giving, endowment, gift planning) Fact sheets Campaign website Campaign video/DVD Kick-off and Campaign events
Page 10

Methods/Tactics
Leverage existing communications vehicles
Communique magazine Cornell e-News (monthly electronic newsletter) Cornell Alumni Magazine Other AA&D, university, college, and unit vehicles

Page 11

Methods/Tactics
Introduce new alumni outreach tools, maximize use of e-communication Alumni e-community giving.cornell (e- catalogue of funding needs) Cornell Campaign update (annual report) Strategic broadcast emails

Page 12

Follow-up research
Are we reaching alumni with Campaign messages?
How can we better tailor the messages and media to impact niche audiences?

Page 13

How will University Communications support the Campaign marketing communications plan?

Page 14