-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
1/106
Page 1of 106
BAHRAIN POLYTECHNIC
Alumni Network
St Christophers School - Bahrain
Shaikha A.Rahman 201000462
Anfal Fathi 201000184
5/18/2014
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
2/106
Page 2of 106
Executive Summary
This report presents a set of key steps and guidelines that many successful
associations have followed with proven success, and employs them to delivers a proposed
plan for building an alumni network for St. Christopher School, and identifies ways in
which the school and alumni can benefit from the network. The main deliverables of the
report are divided into 7 sections.
The first section is a comprehensive research on local schools in the kingdom of
Bahrain as well schools based in UK and international schools around the world. Through
the research it was found that only one local school has an existing alumni network;
AlBayan International School. While less than half of the international schools had an
alumni association (31%), more than half of UK based schools had one (58%). The
research also revealed that there are 20 main network elements offered by alumni
associations and the availability of the featured elements differed between UK based
schools and the international schools. For example, the alumni ambassador feature was
only offered by the international schools while discount cards were only offered by UK
schools. As part of the research, St. Christophers School was benchmarked against 4
international schools which were identified as the top 4 alumni network based on the
features offered through the alumni network.
The second section focuses on industry experts advice and insightful patterns and
trends. Many industry experts agreed that technology is a prime facilitator, and that
information and data management are becoming critical success factors for alumni
associations. For example, technology has made it possible to establish and create virtual
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
3/106
Page 3of 106
groups and clubs that connect alumni located in different geographical areas. Experts also
advice to invest in programs that provide key core services and outcomes; they would
reduce costs, improve efficiencies, and facilitate high-value alumni programming and
communications. In addition, this section highlights different ways to utilize social media
including methods to reach students in ways that would not have been possible without
the use of technology, techniques to manage negative content, as well as new and fresh
ways to raise donations through the aid of different social media platforms such as
Twitter and Facebook.
The third section addresses ways to measure and control the alumni network
performance and progress. Two main networking theories are employed to measure how
the network may be valued. Metcalfes law is used to measure the value of individual
incremental increases in participants, and Reeds law is used to measure network value
based on group connectivity. Moreover, key performance indicators are explained and
applied. For example, for the objective of creating awareness, the goal is to create
awareness through effective online marketing, which can be measured by monitoring
social media accounts in regards to number of Likes, Followers, and Mentionsetc.
The fourth section focuses on showcasing primary qualitative and quantitative
research methods to be carried out by St. Christophers School. Two different surveys
were designed to target two different samples; seniors and old alumni. In addition, focus
groups were recommended to be used post conducting surveys as they provide further
insight into peoples behavior.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
4/106
Page 4of 106
The fifth section puts the spot light on alumni management softwares offered on
the internet. The searched covered a total of 15 different softwares of which 3 were
chosen as the best suited for St. Christophers needs, based on the features as well as cost
of the service.
The sixth section is the application of widely used marketing theories. The SWOT
analysis revealed the strengths and opportunities of the alumni network development may
overcome the weaknesses and threats. For example, opportunities through social media
may be used to raise donations to address weaknesses such as low budget. The
positioning map showed the current position of St. Christophers School with regards to
other local schools and how the implementation of this project would shift its place to a
better position in the market. Other theories used in this section include the Ansoff
matrix, the Marketing Mix7Ps and a local competitor analysis.
The last and most important section of the report is the final recommendations. It
provides a guideline through 4 stages designed to assist the school throughout the process
of developing an alumni network. Stage 1 answers key questions regarding the mission
statement and governing principles, in addition to defining the purpose from both the
alumni and the schools perspective, and finally the structure of the network in
accordance with the level of online engagement. Stage 2 focuses on two parts, the
forming of an alumni office and the development of the virtual network. Stage 3
identifies the level of commitment required from the school through three levels based on
the structure of the network chosen in Stage 1. The final Stage 4 puts an emphasis on the
importance of monitoring progress through the use of KPIs and proposes developing a
mobile application for the alumni network as part of future plans.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
5/106
Page 5of 106
Table of Content
Data collection ................................................................................................................................. 7
Schools alumni network search.................................................................................................. 7
Top 20 Alumni Network Features ................................................................................................ 7
Examples of Best Practices: Top 4 International Alumni Networks .......................................... 10
Benchmark ................................................................................................................................. 16
Analysis and statistics ................................................................................................................ 19
Positives & Negatives of the Schools Research ........................................................................ 25
Industry experts advice ................................................................................................................ 26
Gathering relevant market information .................................................................................... 26
Connect alumni activities with core institutional missions ....................................................... 27
Practices to reinforce the idea that the alumni community is exclusive .................................. 27
Support virtual clubs and groups ............................................................................................... 27
Repetitive or routine programming .......................................................................................... 28
Crowd source alumni program planning ................................................................................... 29
Insightful patterns and trends ....................................................................................................... 30
Social media ............................................................................................................................... 30
Different social media platforms ............................................................................................... 30
Raising donations through social media .................................................................................... 32
Managing accounts on social media ......................................................................................... 33
Managing negative content ....................................................................................................... 34
More success stories ................................................................................................................. 35
Measurement and Control ............................................................................................................ 36
Networking theories .................................................................................................................. 36
Alumni engagement .................................................................................................................. 37
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
6/106
Page 6of 106
Example of Key Performance Indicators ................................................................................... 38
Primary research methods ............................................................................................................ 40
Survey ........................................................................................................................................ 40
Focus Group ............................................................................................................................... 42
Alumni network management software ....................................................................................... 44
Application of Marketing Theories ................................................................................................ 46
SWOT Analysis ........................................................................................................................... 46
Development of a growth strategyThe Ansoff Matrix ........................................................... 48
Promotional strategy7 Ps ..................................................................................................... 49
Competitor analysis in Bahrain .................................................................................................. 51
Positioning Map ......................................................................................................................... 53
Recommendations......................................................................................................................... 54
Stage 1: define mission statement, purpose and structure. ..................................................... 54
Stage 2: Getting started ............................................................................................................. 57
Stage 3: Set operating procedures ............................................................................................ 59
Stage 4: measuring progress and further development plans .................................................. 63
Conclusion ..................................................................................................................................... 64
References ..................................................................................................................................... 65
Appendix ........................................................................................................................................ 68
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
7/106
Page 7of 106
Data collection
Schools alumni network search
One of the major deliverable of this project is to conduct comprehensive research
on existing schools alumni networks. The search covered a total of 387 schools; of
which 110 were international schools with a British teaching curriculum, and 277
boarding schools based in the United Kingdom in several different regions including The
South East, The South West, Wales, London, The Midlands, The East, The North of
England and Scotland. The research also included the local private schools in the
Kingdom of Bahrain. The results found that only one schools has an active alumni
program which is Bahrain Bayan School.
Please refer to the Excel document, Sheet 1 for the international school search list,
Sheet 2 for the schools based in the United Kingdom and sheet 3 for details on the top 20
list of alumni networks.
Top 20 Alumni Network Features
The search results revealed that at most, the alumni programs are offering the
elements listed below:
An online portal: a database which holds all alumni informationand contact details.
Personal profiles/ directory form: members of the network are ableto create and update their personal profiles. Includes information such as current
place of work or study, pictures, contact number or emailetc
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
8/106
Page 8of 106
Search engine: users can search for members by name, class,graduation year.etc.
Galleries and pictures: pictures are sorted in the gallery by events,date, yearetc.
Newsletters and magazines: monthly or yearly newslettershighlight the latest news and updates that relevant to the school.
Announcements and latest news: marriages, deaths and birthannouncements.
Events and reunions: activities, charities, fundraisers, sporteventsetc. could be organized by the school or by a group of alumni.
Events calendar: a calendar that hold all past and future events. Social clubs and groups: provide a stable and supportive
environment for alumni to relax, interact and develop as members of their
community.
Alumni awards: awards are given to recognize and honoroutstanding contributions and continuous voluntary services to the alumni
community.
Alumni volunteer/ ambassadors: serve as the primary contactbetween the school and the alumni abroad. Alumni ambassadors can start an
alumni network in different cities to keep in touch with fellow alumni through
reunions and gatherings.
Featured outstanding alumni: draw attention to alumni who haveachieved success in a range of diverse fields and have left a legacy to live up to.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
9/106
Page 9of 106
Career mentoring and advice: the purpose is to provide alumniwith the opportunity to access the wealth of knowledge and experience that exists
among the alumni, and to positively encourage networking among alumni on the
topic of careers.
Membership and discount cards: alumni get exclusive membershipcards upon joining the association; membership card may provide benefits such as
student discounts.
Links to social media channels: links to join the alumni networkpages on different social media channels such as Facebook, Twitter and LinkedIn.
Yearbook pictures: the school shares yearbooks from the schoolsarchive, organized by class year.
A donation or support us link: alumni continue to support theirschool by giving to various projects and campaigns. There are three main ways
you can help, either financially, by offering services, or advice/ expertise.
FAQ: a list of frequently asked questions; how do I register? Howprivate is my profile? How can I send a message... etc
Contact us: means of contacting the school through providing anemail address, telephone number, an address or map to the school.
Terms and Conditions: information regarding the materialpublished on the network, security and privacy of personal information.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
10/106
Page 10of 106
Examples of Best Practices: Top 4 International Alumni Networks
This section of the search focuses on international schools networks. The
international schools operate under similar conditions to St. Christophers School when it
comes to alumni, considering the fact that most of the students travel to continue their
studies abroad; thus, they are scattered around the world. The following top 4 list of
international schools alumni networks were chosen upon examining the features offered
by each network:
1. Tanglin Trust School, Singapore: The main page on the schoolsofficial website has a link to the Alumni portal https://www.tts.edu.sg (Please
refer to appendix Figure 1- 5).
The front page on the portal contains links to Sign in, Register, Contact us,
Search engine, Links to social media, Main menu; Our Community, Connect, Engage,
Register, Calendar and Latest News.
The Connect page contains a Member search: by name, group, country,
location. Lost Alumni contains links to reach out to former students, staff members,
parents and governors. Alumni ambassador: encourages alumni to continue to support
by volunteering to be a Tanglin Alumni Ambassador for a region, city or special
interest group. Reunions and events: organized by location and date, also includes
pictures.
The Engage page contains an online archive for yearbooks, videos,
newsletters, memory bank, class photos, publications by Tanglin, class photos and
Yearbooks. Career center: brows career openings at the school. Career center:
https://www.tts.edu.sg/https://www.tts.edu.sg/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
11/106
Page 11of 106
browse career openings, join LinkedIn Groups, and access to online library. Alumni
grant: Matched funding for a trip with a reputable organization; to travel and
experience different cultures, to challenge ones self and learn new skills or languages
or to give back; plan or join and organized service trip.
2. Bangkok Patana School, Thailand: The main page on the schoolsofficial website has a link to the Alumni portalhttp://www.patana.ac.th/ (Please
refer to appendix Figure 6 - 14).
The front page contains: a Welcome message, Sign in, Contact us, Register,
Search engine, Latest news, Newest members, Links to social media, Main menu:
Home, Register, Member/ Group search, Latest news, Events calendar, Career Center,
Alumni volunteers, FAQ.
The Home page contains About us information, highlights of alumni visits to
Bangkok Patana School, publications such as student achievements, school
prospectus: foundations, history, facilities, educational priorities and mission,
curriculum, newsletters, yearbooks, term magazines, parent teacher group news,
gallery, and a link to Bangkok Patana School YouTube video.
The Register page allows students, parents and staff members to register in the
network.
The Latest News page allows alumni to read about recent events, essential
information and the latest community news, in addition to alumni events reports, class
notes, Patana life, alumni visits
http://www.patana.ac.th/http://www.patana.ac.th/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
12/106
Page 12of 106
The Community and Events Calendar page is where alumni can find out about
upcoming events and view photo galleries of past events. Some events may allow for
online registration and ticket purchase.
The Career Center page contains posts job and volunteer openings, find
potential candidates, search openings and subscribe to new posting notifications.
The Alumni Volunteer page highlights three sections; become an Alumni
Ambassador: Alumni Ambassadors offer immeasurable help in keeping the global
network in touch, get involved in the school's work experience program: Careers and
University Guidance Faculty organizes a work experience program for students in
Years 11 and above, and act as a mentor: offer advice to current students and other
alumni regarding future education and career choices.
The FAQ page answers questions such as how do I select my 'Class of"
group? How private is my profile information? How can I turn off the auto-
notifications I am receiving by email? Why do you ask parents to register? How can I
keep involved with Bangkok Patana School once I have left?
3. The British School, The Netherlands: The main page on theschools official website has a link to the Alumni portal
http://www.britishschool.nl/ (Please refer to appendix Figure 15 - 23).
The front page contains: Brief history about the alumni association, Brief into
to the benefits of joining the association, Link to register, Main menu: Alumni news,
BSN Career Support Network, Alumni Events, Alumni Awards, BSN Memories,
Notable Alumni and History of the BSN.
http://www.britishschool.nl/http://www.britishschool.nl/http://www.britishschool.nl/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
13/106
Page 13of 106
The Alumni Association News page contains Competitions organized by the
school, Latest issues of the schools magazine, Alumni support to career initiatives,
Featured Alumni: where they are now, Featured Alumni families, Alumni
contributions to the school.
The Career Support Network is an initiative from the BSN Alumni
Association and the school careers department. Anyone either currently or previously
connected to the BSN can join the network if they are willing and able to provide help
and support to BSN students in initial career advice, university career choice, work
experience/ internships, job opportunities.
The Alumni Events page shows future alumni event with a reminder for the
next reunion, encourages alumni to suggest a location; options already put forward
range from New York to Johannesburg and a link to past alumni events; includes
information on annual reunions. Events pictures are posted on a Facebook page
created for each event.
The Alumni Awards page draws attention to three awards: The Global
Alumnus Award; awarded every other year to alumni who continues to support the
BSN and add value to the lives of students and could be considered an ambassador of
the BSN, The Alumni Most Inspirational Teacher Award; awarded once every five
years to a teacher who, in the opinion of past students, has made the most impact on
their lives, and The Spirit of Alumni Award: presented every year to recognize a
student who represents the very best of the BSN through their continued contribution,
served the school community with energy, enthusiasm and selfless dedication and has
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
14/106
Page 14of 106
shown such commitment that the school believes they will continue to actively
support the BSN and its values long into the future, and finally a link to previous
award winners.
The BSN Memories page encourages alumni to share and contribute a
memory of their time at the BSN.
The Notable Alumni page Highlight incredible career achievements of alumni
to share some stories received what alumni have been up to since leaving the BSN
and encourages alumni to update BSN on their own on goings - or perhaps on those
of one of old classmates. Featured notable alumni are sorted by decades, 1970-1980,
1980-1990 and 1990-2000.
The History of The BSN page takes a look through the decades to discover the
multitude of twists, changes and developments that go together to make the history of
The British School in The Netherlands a fascinating and absorbing story and includes
a link to watch the 80th Anniversary video on YouTube.
4. The British School, New Delhi, India: The main page on theschools official website has a link to the Alumni portal
http://alumni.gardenschool.edu.my/ (Please refer to appendix Figure 24 - 30).
The front page on the portal contains links to Sign in, Register, Contact us,
Search engine, Links to social media, Calendar, Latest News, Main menu: Home,
Events, Membership, Newsletter, Career, Link to the schools official website.
http://alumni.gardenschool.edu.my/http://alumni.gardenschool.edu.my/http://alumni.gardenschool.edu.my/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
15/106
Page 15of 106
The Home page has a short welcome message, history of the school, going
back to the 1950s, featured and honorary alumnus and a map to both campus
locations in Malaysia.
The Events page contains a list of upcoming events, gatherings, holidays, and
reunions with the option of exporting events to personal calendars and allows
members to register for events.
The Membership page contains a list of registered members, including alumni
students and staff, organized by decades and class, in addition to members search and
link to find lost alumni members by refer them to register in the network.
The Newsletter page shows the latest newsletter issued, featured members in
newsletters, and achieved newsletters.
The Career Center page contains posts job openings, links to find potential
candidates, search openings and subscribe to new posting notifications.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
16/106
Page 16of 106
Benchmark
This benchmark is used to compare St. Christophers current position in
accordance with the top alumni networks.
Location Singapore Netherlands New Delhi,
India
Thailand
School Tanglin Trust School The British School,
The Netherlands
The British
School, New
Delhi, India
Bangkok Patana
School,
Thailand
Annual Fees S$12,649.54 = BD
3,772.83
18,480 = BD
9,538.16
INR 60,000 =
BD 375.24
THB 527,571 =
BD 6,111.35
Curriculum English National
Curriculum
Advanced Subsidiary
Level examinations.
IB Diploma.
National
Curriculum of
England
IGCSE
IB Diploma
IB Diploma
School Facilities Large multi-purpose
assembly and
sporting halls, music
rooms, indoor
facilities for
orchestras and
choirs, suites for the
ICT Suite, Food
Technology,
Exhibition Area,
Library, Atrium,
Cafeteria, Art
Studios, Sports hall,
Science Lab, Music
Football field,
cricket pitch,
athletics tracks
and tennis
courts. It is home
to the secondary
classrooms; a
Swimming
pool, Oral
Exam Rooms,
Counsellors
Suite,
Humanities and
Mathematics
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
17/106
Page 17of 106
study of Information
and Communications
Technology, drama
studios and science
laboratories,
swimming pool and
learner pool; large
outdoor playgrounds;
tennis courts; playing
fields; running track,
fitness center;
outdoor chess corner,
shaded lunch areas,
two cafs and a
bakery shop.
Department, Sports
Field, Eco Garden,
Drama Room
library; specialist
rooms for Music,
Art, Drama and
ICT; four newly-
equipped science
laboratories;
facilities for
learning support,
language support
and the
Secondary
Counsellor; a
large multi-
purpose
auditorium; an
Amphitheatre;
fully-equipped
health room;
nursery.
area, English
and Science
area, canteen,
sports fields, art
centre, tennis
courts
Network
Features
Online Database,
Pictures, Profiles,
Social Media,
Newsletter, Search
Profile, Newsletter,
Events, Alumni
Ambassador,
Outstanding Alumni,
Online Database,
Pictures,
Profiles, Social
Media,
Online
Database,
Social Media,
Newsletter,
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
18/106
Page 18of 106
Engine, Events,
Alumni Ambassador/
Awards, Outstanding
Alumni, Career
Mentoring,
Announcements,
Yearbook, Events
Calendar, Contact Us
Career Mentoring,
Contact Us
Newsletter,
Search Engine,
Events, Alumni
Ambassador/
Awards,
Magazine,
Support Us,
Outstanding
Alumni,
Announcements,
Membership/Dis
count Cards,
Contact Us.
Search Engine,
Events, Alumni
Ambassador/
Awards, Career
Mentoring,
Announcements
, Events
Calendar,
Contact Us,
FAQ
Alumni Page
Link
https://www.t
ts.edu.sg
http://www.britishsch
ool.nl/page.cfm?p=6
44
http://www.colfe
salumni.org.uk/
http://alumni.pa
tana.ac.th/
https://www.tts.edu.sg/https://www.tts.edu.sg/https://www.tts.edu.sg/https://www.tts.edu.sg/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
19/106
Page 19of 106
Analysis and statistics
The first step of the search was to filter the schools that had existing alumni
associations from the ones that do not. The first Pie chart shows that the search covered a
total of 387 schools; international and UK based, of which only 197 schools have an
Alumni Network.
197
190
UK and International Schools
Have Alumni Network Do not Have Alumni Network
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
20/106
Page 20of 106
The second Pie chart shows a total of 110 international schools, of which only 35
have an Alumni Network. The chart shows that less than half of the international schools
have an alumni network.
35
75
Number of International Schools that have and do not have
Alumni Networks
Have Do not Have
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
21/106
Page 21of 106
The third Pie chart shows a total of 277 boarding schools based in the UK; of
which only 162 have an alumni network. As seen in the chart more than half of the
schools have an alumni network.
The second step of the search was to list the features of each alumni network.
There are the 20 website elements that the top 20 international and UK schools have in
their alumni networks.
162
115
Number of UK based Schools that have and do not have
Alumni Networks
Have Do not have
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
22/106
Page 22of 106
As seen in the chart below, the feature that is offered the most by the schools is
the Contact Us option which helps people contact the Alumni development team (email,
telephone, address) and the events which includes reunions, social and sports events. The
third most common feature is the online database which is the private log in portal which
makes the network secure as only members can have access. Other common features are
Social Media links (Facebook, Twitter, LinkedIn and YouTube), search engine (search
people by graduation year or class). The least offered features are the frequently asked
questions, yearbook giveaway, and membership/discount cards.
18
13
10
16
9
1719
6 6
13
67
6
13
3
13
2
20
42
0
5
10
15
20
25
Features
Online Database Gallery Profile Social Media
Newsletter Search Engine Events Alumni Ambassdor
Magazine Support Us Outstanding Alumni Career Mentoring
Clubs Annoucements Yearbook Events Calendar
Discount Cards Contact Us FAQ Terms & Conditions
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
23/106
Page 23of 106
This graph shows the features that all top 10 UK based Schools have. As it is seen
in the graph there are three features that all top 10 schools have which are the Online
Database, Search Engine, and the Contact Us Feature. Other common features are Social
Media, Events, and Support Us. It is also seen that there are features that are not available
in these networks such as the Outstanding Alumni, Yearbook, and Discount Cards.
10
8
2
8
3
109
1
3
8
3
54
6
10
12
0
2
4
6
8
10
12
Features that top 10 UK Schools have
Online Database Gallery Profile Social Media
Newsletter Search Engine Events Alumni Ambassdor
Magazine Support Us Outstanding Alumni Career Mentoring
Clubs Annoucements Yearbook Events Calendar
Discount Cards Contact Us FAQ Terms & Conditions
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
24/106
Page 24of 106
This Chart shows the features all top 10 International Schools have. As it is
shown in the chart there are two features that all top 10 International Schools have which
is the Events and the Contact Us feature. More than half of the schools have an online
database, Profile, Social Media Accounts, Newsletter, Search Engine, Alumni
Ambassador, Support Us, Outstanding Alumni, Career Mentoring Announcements
(which include Marriages, birth, death news), and Events Calendar. It is also seen that
clubs and discount cards are features that very few schools have. The terms and
conditions feature is not seen to be used in all of the top 10 International schools.
8
5
8 8
67
10
5
3
56
5
1
9
3
7
2
10
3
0
2
4
6
8
10
12
Features that top 10 International Schools have
Online Database Gallery Profile Social Media
Newsletter Search Engine Events Alumni Ambassdor
Magazine Support Us Outstanding Alumni Career Mentoring
Clubs Annoucements Yearbook Events Calendar
Discount Cards Contact Us FAQ Terms & Conditions
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
25/106
Page 25of 106
Positives & Negatives of the Schools Research
The school search is considered an all-inclusive research for it has covered
League tables for top UK private schools as well as top international independent
schools. Top schools lists were retrieved from credible sources such as
http://www.theguardian.com/, http://www.telegraph.co.uk/ and
http://www.privateschools.co/.
However, the top 20 alumni list includes only public networks. The consultants
team attempted to contact the schools with a private portal for research purposes on
behalf of St Christophers school. However, none agreed to grant access for it is restricted
for members only. Thus, the fact that some of the schools alumni portals are private
compromises the reliability of the search (Please refer to the appendix figure 31).
http://www.theguardian.com/http://www.telegraph.co.uk/http://www.privateschools.co/http://www.privateschools.co/http://www.telegraph.co.uk/http://www.theguardian.com/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
26/106
Page 26of 106
Industry experts advice
Gathering relevant market information
Alumni associations should ask strategic questions: where is our greatest value?
What should be our priorities? What do we stop doing or start doing? How do we
increase our relevance to our alumni and to the school?
The answer to all of those questions is found through focusing efforts on market
related activities that have the greatest impact; relying on market information to segment
programs and creating value centric relationships with alumni, results in a shift toward
lifetime relationships through a lifecycle model of programs and services. Alumni
engagement through lifecycle interests focuses on a continuum of involvement with the
university through programs provided for all age groups, beginning as soon as a student
enrolls and extending through life. Studies show that nurturing this bond, starting with
young alumni, leads to consistent and increased charitable support over time. Through
market research, feedback from alumni, and Return on Investment analysis, alumni
associations should be able to invest in programs suitable for each life stage in a student/
alumni life (Napa Group, n.d).
Alumni surveyed across the US consistently report that the reputation of the
teaching institution and the increasing equity of their diplomas are key motivators for
connectivity. Thus, they seek to connect through career, social, and business networking
provided by alumni associations. They are interested in learning more about their
institutions academic strengths, how it educates graduates for careers, exciting
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
27/106
Page 27of 106
developments in student faculty collaborations and opportunities to be exposed to new
things to be prepared for a complex and changing world (Napa Group, n.d).
Connect alumni activities with core institutional missions
As members of social communities, there will be many times when alumni gather
to interact casually through what is seen as the stereotypical image of home coming
activities and reunions. However, alumni programs can demonstrate great value to the
institution itself by exhibiting explicit support for academic teaching and research. This
illustrates to alumni and to senior leadership that the organization is not merely a social
one, but one that supports the institutions academic mission as well (Andrew B.
Shaindlin, 2010).
Practices to reinforce the idea that the alumni community is exclusive
It is important to choose a profile picture or a logo that promotes the identity of
the place it represents or its people. By highlighting the traditions and activities unique to
the school, alumni associations can thrive by isolating the alumni experience from public
networks including social media channels. This includes publications branded with
campus images and traditions, class reunions, opportunities to travel with fellow alumni
and the formation of local and regional clubs and chapters centered on their common
bond (Willmer, 2007, pp. 167-8).
Support virtual clubs and groups
Technology enables the creation of virtual groups, which offer alternatives to
diminished interest in traditional group activities. Current students are experimenting
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
28/106
Page 28of 106
with virtual clubs and are finding that online interaction has valuable aspects that face-to-
face meetings do not. For example, digital interaction can be archived so that
presentations and discussions via the internet can be indexed, searched and easily shared
after a meeting is over (Kolowich, 2010). However, traditional events may have value
that cannot be replicated online, and over time fundraisers may encounter decreased
alumni participation as a result of less engaged alumni whose online interaction does not
connect them strongly to the institution.
Repetitive or routine programming
In efforts to be inclusive, alumni associations sometimes ignore behavioral
tendencies in the alumni population when designing activities. In keeping with the desire
to engage as many alumni as possible, alumni professionals often design programs and
services likely to appeal to the average alumnus; rather than risk excluding or alienating a
potential donor. There is a simple list of traditional activities through which they have
accomplished this; reunions, regional clubs and chapters, alumni education, alumni
publications, fundraising and volunteer recognition.
Organizations tend to continue doing what they have done before, often to the
exclusion of external influences that suggest they should adapt their activities to account
for changed environments (Hoag, Ritschard & Cooper, 2002). Alumni associations risk
ignoring opportunities to update their programs and change what they offer, opting to
maintain tried-and-true activities because they are easy to administer and can operate
without innovation or significant adaptation. Such programs are also well established
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
29/106
Page 29of 106
among alumni; therefore innovative marketing has not been needed to sell the value of
such activities to alumni. In short, these activities are easy to design and implement.
Crowd source alumni program planning
A trend recently identified and analyzed in the literature is "crowdsourcing"
(Brabham, 2008). This term is defined as "taking a function once performed by
employees and outsourcing it to an undefined network of people in the form of an open
call" (Howe, 2006). In alumni relations, this could mean relying more heavily on alumni
volunteers to conceive, design and deliver programs and services that would be of interest
or benefit to the alumni body or to the institution itself. For example, the University of
California at San Diego experimented in 2009 with a service named AlumnIdea. This
service allowed alumni to suggest activities or initiatives for the alumni organization to
pursue, and to vote on the suggestions of other alumni. The goal was to help make alumni
planning more participatory, and more representative of alumni needs and interests (M.
Gullo, personal communication, March 3, 2010; UCSD, n.d.).
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
30/106
Page 30of 106
Insightful patterns and trends
Social media
According to the U.S. 2012 Digital Marketer Benchmark and Trend Report More
than 90 percent of online adults now use social media regularly and younger alumni
prefer to communicate by social media rather than by email or print. We need to be
where our alumni are, we need to be in their newsfeeds. says Derek Cassoff, director of
communications for McGills office of development and alumni relations. And the
alumni are decisively there, on all platforms of social media, including Facebook,
YouTube, Twitter and LinkedIn. This means that social media is no longer optional for
effective communications with alumni (Tema Frank, 2013).
A 2012 survey by the Council for the Advancement and Support of Education (an
association of university and college professionals in development, alumni affairs and
communications) shows that 83 percent of U.S. colleges and universities are using social
media to engage alumni, with 96 percent on Facebook, 80 percent on Twitter, 73 percent
on YouTube, and 68 percent on LinkedIn. And not only young alumni; McGill was
surprised to discover that many were graduates from the 1970s and 80s, who were using
social media to find old friends and reminisce about their student days. A nostalgia-laden
post showing a box of Kraft Dinner and asking viewers what they ate in their student
days had the memories flooding in (Tema Frank, 2013).
Different social media platforms
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
31/106
Page 31of 106
Twitter tends to be the platform of choice for breaking news and sharing fresh
information. The University of Waterloo alumni team leveraged Twitter to welcome
freash graduates to the alumni club during convocation ceremonies last year. The team
set up a Twitter wall at the site of convocation and invited people to join the Convo-
sation. As the students entered and left the venue, the Twitter wall displayed the tweets
including congratulations from faculty members, friends and family who were not able
to attend. In all, 2,000 tweets came in from all over the world during the four-day
convocation period (Tema Frank, 2013).
The university took photos of the new alumni with the school mascot holding a
message board, where grads jotted down their plans for the future or remembered favorite
times at Waterloo. The photos were posted on Facebook, generating comments by 1,000
users during convocation week and more afterwards.
On the other hand, alumni groups on LinkedIn are there primarily to build a
professional profile, to network and to find jobs. Concordia University, for instance, has
more than 10,000 members, and evenSaint Marys University,with a student population
of about 7,500, has 2,590 members in its alumni LinkedIn group (Tema Frank, 2013).
YouTube is expected to grow in importance among alumni networks. It is now the
second most popular search engine, after Google. To increase their impact, YouTube
videos can be shared easily on a universitys website, Facebook and LinkedIn pages and
spread via Twitter. This also helps boost the universitys search engine rankings, thus
building its visibility.
http://www.smu.ca/http://www.smu.ca/http://www.smu.ca/http://www.smu.ca/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
32/106
Page 32of 106
Posts with photos drive engagement, notes Richard Fisher, chief
communications officer, development and alumni engagement, at theUniversity of
British Columbia.UBCs most successful Facebook posts are often photos of its scenic
campus (Tema Frank, 2013).
Raising donations through social media
Social media can be less expensive for campaigning and more flexible than
mainstream media. For example, a print magazine is expensive to produce and cannot
reflect the interests of all or even most of the thousands of alumni at different life stages.
Thus, it is easy for potential donors to tune out the message. Moreover, social media has
made it possible to discover what alumni really care about and to invite them to be
willing participants in an ongoing conversation. Strengthening those ties will ultimately
lead to more successful fundraising.
McMaster University held a fundraising campaign in part of its 125th anniversary
celebrations, and the goal was to raise $125,000 for student bursaries in 48 hours.
McMaster began mentioning the campaign in its monthly email newsletter to all alumni,
and then seeded the discussions on Twitter, Facebook and LinkedIn. Some alumni even
helped solicit donations, as Andrew Pettit (@cupOmagic)was inspired to do by tweeting
that Ill donate $5 for every RT:#McMasters 125 Bursary Challenge aka sharing the
best time of my life .
This is the first time weve done something like this. So far the results have been
excellent, reported Kyle Kuchmey, McMasters digital communications alumni officer,
halfway through the challenge. The university surpassed its goal, raising $180,942 from
http://www.universityaffairs.ca/WorkArea/www.ubc.ca/http://www.universityaffairs.ca/WorkArea/www.ubc.ca/http://www.universityaffairs.ca/WorkArea/www.ubc.ca/http://www.mcmaster.ca/https://twitter.com/cupOmagichttps://twitter.com/search?q=#mcmaster&src=typdhttps://twitter.com/search?q=#mcmaster&src=typdhttps://twitter.com/search?q=#mcmaster&src=typdhttps://twitter.com/cupOmagichttp://www.mcmaster.ca/http://www.universityaffairs.ca/WorkArea/www.ubc.ca/http://www.universityaffairs.ca/WorkArea/www.ubc.ca/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
33/106
Page 33of 106
alumni worldwide. Better yet, it reconnected with some alumni on the do not call list
who reached out to the university (Tema Frank, 2013).
Managing accounts on social media
Every page, group and profile needs constant care and feeding. Many alumni
departments struggle to find adequate resources for this because of the volume of
information flowing through, and the way postings are displayed in a newsfeed. Staff
must post messages several times a day to ensure even some of them are seen by alumni.
The newsfeed posts do not repeat: if readers miss them, the posts are quickly buried.
You have to be there all the time. You have to be dedicated to putting your message out
there, advises Cynthia Breen, alumni officer, e-services, at theUniversity of Waterloo.
One approach to free up resources for social media is to reduce the frequency of
alumni print publications. Another is to take advantage of eager alumni volunteers. In
fact, the existence of self-organized, volunteer-run alumni pages is what led several
alumni departments into social media. TheUniversity of Toronto last fall took over the
administration of a LinkedIn alumni page started by a graduate, says Jonathan Cheevers,
alumni outreach coordinator. This was done in response to requests from group members
for it was becoming too large for them to manage. The alumni page on LinkedIn is
almost double the size, with more than 18,000 members (Tema Frank, 2013).
All this non-staff involvement can be unnerving for universities because it
requires giving up control. Nonetheless, when McGill staff saw that enthusiastic
graduates had created Facebook and LinkedIn alumni accounts of their own, rather than
https://uwaterloo.ca/http://www.utoronto.ca/http://www.utoronto.ca/https://uwaterloo.ca/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
34/106
Page 34of 106
trying to close down the unofficial accounts the staff offered training to volunteers who
wanted to run alumni-related social media pages (Tema Frank, 2013).
Managing negative content
Making full use of a profiles potential is of great benefit to the school because it
tells the world who you are, and also what you do. For example, when optimized
efficiently, a successful Twitter profile will, convey information, appear familiar and
inviting, drive engagement and interaction, and muse, inform, or inspire. However, a
common fear among administrators is that people will use social media to post negative
content, but that happens very rarely on alumni social media pages. And if things do go
wrong, having a base of engaged alumni online can help with damage control.
When information about some McGill donors was leaked in March 2012, the
universitys development office expected the worst and emailed 50,000 donors to
apologize and explain how the situation would be handled. The reaction on social media
was a pleasant surprise. There was a lot of Twitter chat. Most of it was very flattering,
says Mr. Cassoff, the communications director. People were amazed at how thorough
our data collection was!(Tema Frank, 2013).
Breaches of alumni data security are newsworthy when they occur. A
continuously updated online record of such events showed 24 publicly recorded breaches
of alumni association records between 2005 and early 2010. There are likely more such
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
35/106
Page 35of 106
leaks of confidential information that have not been reported (Privacy Rights
Clearinghouse) (Tema Frank, 2013).
More success stories
Another successful campaign was the Greatest McGillians Contest when
McGill asked alumni, via different web and print channels, to nominate the greatest
McGillian; 700 nominations rolled in. Videos of alumni and others from the universitys
extended community defending their choice were posted to YouTube. To generate buzz,
McGill ran a who am I contest on Facebook and Twitter, unveiling hidden facts about
each of the finalists in the form of a quiz. All this activity generated over 60,000 votes for
the Greatest McGillian. Theres no way we would have had that much interest, says
Mr. Cassoff, if we were relying on the one print magazine that came out durin g the
campaign and a few emails
The most effective campaigns use all of the major platforms as well as traditional
email and print communications. The mac125bursary campaign not only used
McMasters social media accounts but also leveraged the power of social media
ambassadors on and off campus who were strong supporters of the university and
bursaries. The influencers will reveal themselves if you are listening to your channels,
observes Mr. Kuchmey at McMaster. Once you spot them, he says, contact them directly
and ask for their help (Tema Frank, 2013).
https://aoc.mcgill.ca/greatest-mcgillianshttps://aoc.mcgill.ca/greatest-mcgillians -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
36/106
Page 36of 106
Measurement and Control
Alumni Network can be defines as any group of at least two alumni interacting
to the mutual benefit of at least one group member, where the initial interaction results
from a shared characteristic related to the teaching institute.
Networking theories
Metcalfes Law is the system traditionally used for measuring the value of
individual, incremental increases to the number of participants in any network. Metcalfe's
Law states that the value of a network is proportional to the square of the number of users
participating in the network (Shapiro and Varian, 1999). Participation in an alumni
network increases in value as the network expands because with more potential
connections there is greater access to resources, contacts, and support from alumni. This
has obvious benefits for professional and educational networking.
The second way of measuring network value is based on group connectivity and
is known as Reeds Law. This law amplifies Metcalfes observation by asserting that the
value of a network grows exponentially in proportion to the number of possible sub-
groups that can form within the network (Reed, n.d.). This is critical because taking
groups into consideration means that members who self-identify and affiliate by interest
or other affinity are dramatically increasing the volume of possible interaction within the
network. According to Kumar et al. there are three types of group members:
1. Passive users join out of curiosity but do not engage in groupactivity or communication.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
37/106
Page 37of 106
2. Inviters recruit friends from offline communities.3. Linkers actively connect to other members to increase the density
of connections within the network.
Alumni engagement
While these theoretical constructs help explain the relative potential value of
various groups and group sizes, institutes have yet to translate this potential value into
tangible results. The measurement of these results is broadly known in the alumni
profession as alumni engagement (Weerts & Vidal, 2005). To best understand how to
make connections within a group valuable to group members one must measure alumni
engagement over time. Presumably, increased alumni engagement leads to greater
support by alumni, for example in the form of increased participation in donations of
money or volunteer effort.
Alumni are drawn together by homophily, which explains why social preferences
and shared experiences create the perception of a bond with others who share those
preferences and experiences (McPherson, 2001).A simple example is alumni event
attendance. If attendance at official institutional activities designed to bring alumni back
to the scene of their student experience decreases, will alumni officers find fundamentally
new reasons for alumni to gather under the schools banner, or will they try to design new
marketing ploys to compel alumni to attend the old, decreasingly relevant events?
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
38/106
Page 38of 106
Example of Key Performance Indicators
St. Christophers School Alumni Network KPIS
Business
Objective
Goal KPI
Create
Awareness
Through
Effective
Marketing
Create
Awareness
Social Media
Likes Followers Mentions Wall posts Re-tweets Comments
Financial
Stability
Increase
Donations
Number of donors
Individuals Companies
Amount of donations from
Individuals Companies
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
39/106
Page 39of 106
Improve
Operations
Increase Number
of Alumni
New members
New Seniors Old Alumni
Staff Parents
Student ReferralLevel of activity
Log in time Stand-by time
Activity on the network Volunteer
Number of participants inevents
Number ofcommunities/groups
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
40/106
Page 40of 106
Primary research methods
As discussed previously; it is important to gather relevant market information.
The following are suggested methods of two widely used tools for conducting market
research, Surveys and focus groups.
Survey
Surveys are a form of quantitative research methods involving the collection of
information from a sample of individuals through their responses to questions. Surveys
are an efficient method for systematically collecting data from a broad spectrum of
individuals and educational settings. Below are two examples of surveys designed to
target two different samples; seniors and old alumni. It includes close ended questions,
open ended questions, multiple choice questions and likely scale questions.
Seniors survey
1. Gender: M/F2. What is your nationality?3. Do you plan on continuing your studies abroad?Yes no
4. If you choose yes where do you plan on going to university/college?
5. Would you want to remain in contact with your friends fromschool after graduation?
Yes no
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
41/106
Page 41of 106
6. Would you like to be a part of St. Christophers private alumninetwork?
Yes no
7. What kind of alumni activities are interested in?Volunteering Internships Reunions Career
mentoring
8. Do you have accounts on the following social media channels?Twitter LinkedIn Facebook YouTube No
9.
What kind of groups/ clubs might you want to join?
Fundraisers Sports Education Other
10. Would you be interested in becoming an ambassador for yourschool in different countries? (represent the school and help keep alumni
connected to the school)
Yes No
11. How often would you log in to the alumni network to check forlatest updates?
Always 1 2 3 4 5 Never
Old alumni survey
1. Gender: M/F2. Age: 17-25 26-35 36-45 46-55 56 and above3. What is you Nationality?4. Where are you currently living?5. Are you still in contact with any of your school classmates?
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
42/106
Page 42of 106
Yes No
6. Where did you or are you attending college/ university?7. What is your latest educational qualification?8. Would you be interested being features on the network or your
career achievements?
9. Do you have accounts on the following social media channels?Twitter LinkedIn Facebook YouTube No
10. Would you attend a reunion held by the school every 10 years?Yes No
11. If you answered yes, which cities would you suggest the reunion isheld in?
12. Would you be interested in becoming an ambassador for yourschool in different countries? (represent the school and help keep alumni
connected to the school)
Yes No
Focus Group
Surveys are good for collecting information about peoples attributes and attitudes
but focus groups help understand things at a deeper level, by revealing a wealth of
detailed information and insight through qualitative research. It usually involves a small
group of people; 6 to 10, led through discussion by a skilled moderator. When well
executed, a focus group creates an accepting environment that puts participants at ease
allowing them to thoughtfully answer questions in their own words and add meaning to
their answers. The following are examples of questions to consider:
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
43/106
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
44/106
Page 44of 106
Alumni network management software
A wide range of customers relation management software systems are offered on
the internet; some are designed for managing general networks for organizations or
educational institutes, and some specialize in the management of alumni networks. The
following 3 alumni network management systems are chosen based on the features
offered and price of the service (please refer to appendix for figures of a customized
Demo from 360 Alumni 36 - 41).
Software
Name
Features Price Link
360
Alumni
An Interactive Alumni
Directory and map, profiles,
groups (Class), events, job
boards, email marketing and
fundraising.
$3,500-
$5,000
http://www.360alumni.com/
http://youtu.be/fVzAte03Wbc
Your
Membershi
p
Easy to use website, groups,
committees and boards,
Alumni Directory and
profiles, event management,
online dues processing
(create master and sub-
accounts and set community
access based on membership
One-time Set
up Fee
$2,495
Annual Fee
$6,495
http://www.yourmembership.co
m/industries/education.aspx
http://www.yourmembership.co
m/solutions/ym-product-sheet-
pricing-
information.pdf#view=Fit
http://www.360alumni.com/http://youtu.be/fVzAte03Wbchttp://www.yourmembership.com/industries/education.aspxhttp://www.yourmembership.com/industries/education.aspxhttp://www.yourmembership.com/industries/education.aspxhttp://www.yourmembership.com/industries/education.aspxhttp://youtu.be/fVzAte03Wbchttp://www.360alumni.com/ -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
45/106
Page 45of 106
levels), advanced analytics
and dashboards (evaluate
trends).
Vaave Alumni Profiles, Sync with
Facebook & Linkedin,
Events & Reunions, Jobs &
Internships, Photo & Video
Albums, Browse and Search
Members, News &
Announcements,
Newsmakers &
Achievements, Discussion
Boards, User Privacy &
Robust Security, Alumni
Fund, Mass Mailing by
Admin, Distinguished
Alumni, Experiences &
Memories, Completely
Hosted Solution
- http://www.vaave.com/
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
46/106
Page 46of 106
Application of Marketing Theories
Please note that the explanation of the theories are included in the project
proposal; the following is the application of marketing theories on the topic of alumni
networks.
SWOT Analysis
Strengths
Most alumni have had positive experiences The Alumni Network will increase St. Christophers position in the
market because the school can publicize screen shots of the alumni network or
alumni experiences in social media or main website.
The yearly seniors will feel like they are supported by the alumnithrough the alumni network since they can read their experiences and get advice
about universities and difference majors.
Encouraging social relationships between alumni since it mightlead to job opportunities and career development
Weaknesses
The school might not have latest contact detail about all graduatesand might have to wait for graduates to access the main website to know about the
alumni network
First few batches of graduates might think their experiences are notas important as the last few years graduates
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
47/106
Page 47of 106
Low budgetOpportunities
Use social media to communicate with alumni. Ex: SchoolsFacebook page
Train new seniors that are on campus to be active in the alumninetwork and to build a community
Be one of the first schools in Bahrain to have an active alumninetwork
Advertising for seniors that the alumni network can help them indeciding their majors
Threat
Seniors might have each other on their social media networks andmight not see the Alumni Network as providing a new and unique service since
social media provides services such as profiles, pictures and videos etc.
Lack of experience in handling such network
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
48/106
Page 48of 106
Development of a growth strategyThe Ansoff Matrix
The Ansoff Matrix is a method used to identify the strategy most suitable for
growth depending on the product at hand and the nature of the market in which it
operates. The most suitable growth strategy for St. Christophers School is the product
development; the alumni network is considered a new product introduced to target an
existing market; seniors and old alumni.
Existing Product New Product
Marketing Penetration Product Development
Market Development Diversification
Existing
Market
New
Market
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
49/106
Page 49of 106
Promotional strategy7 Ps
Marketing Mix
Product
The product is an alumni program targeting St. Christophers alumni including
former students and staff members; a virtual online alumni network where users will have
their own log in to access various services such as activities, programs and clubs, career
mentoring and more.
Price
Alumni may be charged a small once-off fee for joining the network.
Place
Initially, all alumni related activities will be conducted on-line on the network.
With time the services may extend off-line; such as reunions which may be held on
school campus.
Promotion
The schools accounts on social media can be used as a promotion tool to
advertise the network. In addition, the school may post flyers on campus and include
some information on the schools official website.
People
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
50/106
Page 50of 106
The alumni office will be running all activities related to alumni including the
management of the network and event organizing. It is recommended that only one
person from the alumni office is the main point of contact between the school and the
alumni.
Physical Environment
Initially, there is no physical environment for the alumni network. The alumni
network is based virtually; all communication and interaction will be online. However,
for future plans the school may create local clubs and groups or activities that involve the
students visiting the campus such as school tours.
Process
When alumni sign up to join the network they will have to answer a few questions
including name, age and year of graduation. They will immediately get an automated
response from the school thanking them for their interest in joining, and their information
will be sent to the school alumni office for approval.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
51/106
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
52/106
Page 52of 106
Alumni
Network
Under
Development
No Existing No Under
Development
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
53/106
Page 53of 106
Positioning Map
Positioning Map before the implementation of the alumni network
Positioning Map after the implementation of the alumni network
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
54/106
Page 54of 106
Recommendations
Starting an alumni association can involve a serious commitment of time and
resources. Although seemingly daunting, with careful and rational planning, forming an
alumni association can be a smooth, manageable process with lasting fruitful outcomes
(USAID, 2010). The following are 4 main stages to facilitate the launch of a successful
and sustainable alumni network:
Stage 1: define mission statement, purpose and structure.
This stage addresses key questions that the school should consider at the very
conception of an alumni association proposal. It includes defining the purpose, a mission
statement, what the school hopes to accomplish and how alumni can benefit from it.
During the initial start-up meeting and through the process of brainstorming, there should
be an agreement on the governing principles to create a code of conduct aligned with the
schools mission statement, which should then be communicated to the governors and
stakeholders.
Many alumni associations exist for the purpose of improving their communities.
Some alumni can use their alumni association as a way to organize community service
activities such as working with orphans and the elderly, cleaning up parks and water
supplies, or holding fundraisers for causes important to alumni. Other alumni associations
exist for the purpose of giving back through raising donations for programs that sponsor
exchange opportunities; such programs promote mutual understanding between the home
and the host country or other similar strategies (USAID, 2010).
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
55/106
Page 55of 106
From the perspective of alumni, alumni associations can have a number of
benefits; they are a great way for alumni to network with one another, both socially and
professionally. Association meetings and events provide a forum for alumni to maintain
bonds forged during their educational journey and to build new friendships and
connections. By joining an alumni association, alumni automatically plug themselves into
a network of high achieving professionals that can prove to be an invaluable career asset.
Many alumni associations conduct mentoring programs between older and younger
alumni, hold workshops on leadership and rsum writing, organize job fairs for
members, and invite human resources representatives from leading firms to meet with
alumni.
Whether the association is established through the schools own initiative or
because of the expressed interest of a group of alumni, it must start with the very basics
in laying the foundation for an organized structure. There are three historic models to
define the structure of a network in accordance with the level of online engagement:
(please refer to appendix figure 32 - 35)
Structure 1: online directories; involves basic one way communication with no
interactivity, institution only content and limited data collection. Basic extension of
offline directories with no objectives of measured ROI.
Structure 2: alumni centers; basic two way communication with some
interactivity, includes alumni generated content, profile and interest management.
Involves measured ROI analysis such as % of email addresses and online donations.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
56/106
Page 56of 106
Structure 3: online social networks; high level of engagement, alum-to-alum
communications, includes personalized and subscribed content and data collected from
social networks. It involves specific ROI analysis such as % of online and peer-to-peer
fundraising programs.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
57/106
Page 57of 106
Stage 2: Getting started
The first part of the second stage is to start-up by forming an alumni office,
assigning roles and outlining responsibilities of the alumni executive committee. A
summarized and simple description of alumni office functions is that they build the
loyalty and commitment of alumni by providing services and managing events and
activities that help build bonds and keep alumni informed (Worth, 2005, p. 31).
An alumni association will usually have a board comprising of at least 5 to 7
alumni representatives. Typically, it will have a president, secretary and treasurer, and
sometimes an events chair and a communications chair. People on the board are expected
to give funds to their alma mater and they do not have to match a strict set of
qualifications, but it usually helps if people from a variety of fields are present on the
board; for example a lawyer, designer/ artist, events manager, an academic etc. However,
such a representation may neither be true nor be guaranteed, as most alumni associations
hold elections to designate representatives on the board.
The number of people needed in an alumni office depends on several factors such
as the total number of alumni, the number of alumni engagement programs run by the
school, the frequency with which it communicates with its alumni and its budget. For
example, The British School in New Delhi, India has only one person in the alumni
office, Mr, Navneet Kaur; Alumni and Marketing Officer.
The standard list of events for alumni associations includes fundraisers,
educational events, sport clubs and events, community service events, social events,
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
58/106
Page 58of 106
cultural events, university/ collage events and family events. Responsibilities of the
alumni personnel extend to include performing various research that provide insight on
topics regarding alumni relations such as conducting specific research on fresh graduates
or old alumni needs to determine which programs are worth investing in. It is completely
up to the school whether the alumni network will also include alumni staff members or
parents of alumni, but if they do it is also their responsibility to develop a systematic
promotion strategy to advertise and acquire potential members.
The second part of Stage 2 is the virtual development of the network; St.
Christophers School hasthree options at hand;
Use the schools IT team to develop and customize an alumninetwork.
Use university IT trainees to build the network as part of theirgraduation project.
Use specialized online alumni management software for an annualfee.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
59/106
Page 59of 106
Stage 3: Set operating procedures
This stage defines the level of commitment required to keep the network
operational in order to remain relevant and valuable to alumni. The alumni network
typically provides news and information about the school, multiple options for engaging
alumni with each other, access to affinity programs and activities that interest alumni
throughout their careers and lives, events on campus and regionally, career services and
ways to give back to the school through involvement and donations.
The following recommendations regarding network elements are based on the
concept that St. Christophers School should establish its alumni network with a planned
incremental approach, in order to maintain a high momentum throughout launch and
operation of the network. The features necessary to the operation of the network are
highlighted through 3 levels:
Level 1: The database is the key resource that has enabled alumni organizations
and their associated activities to thrive is the accumulation and management of large
amounts of data. The basic level includes an alumni database which contains valuable
information such as alumni educational history as well as specialized and private
information such as behavioral characteristics, including political views and personal
connections. Thus, high levels of privacy and security should be adapted when dealing
with the database. Personal profiles are important for alumni to build social and
professional relationships and networking opportunities. The search engines make it easy
for alumni to find each other and can be designed to search by name, location, class or
year of graduation. Finally, the contact us information are necessary to let alumni know
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
60/106
Page 60of 106
that the school is easy to contact and will happily answer their enquiries; all top 20 school
alumni networks have this option.
Level 2: includes all features in level 1 as well as a pictures gallery, where the
school can post pictures from yearbooks or alumni can upload old class photos and share
valuable memories. Moreover, a newsletter or magazine are seen to be important; 8 out of
the top 10 international schools alumni networks have it published and sent to alumni via
email, where they bring the light to the latest news and updates that are relevant to the
school. The newsletter can be published monthly, quarterly or annually. An
announcement board may be added in this level to initiate basic two way communication
and facilitate interactivity; alumni news and updates are posted such as marriages, births,
deaths etc. In addition it is recommended that the outstanding Alumni are featured on the
network for they reflect positively on the school; it shows how far the alumni got in life
through the education they received in St. Christophers School.
Level 3: includes all features in level 1 and 2 in addition to holding events
designed to bring alumni back to the scene of their student experience such as reunions
and fundraisers. This level should also include programs designed address alumni needs
such as career mentoring. Once the virtual and physical relationship with alumni is
established through various events and programs, an event calendar would come into
place; it may offer a reminder option for events date, location and time, as well as an
RSVP option which should give an estimate of the number of alumni interested in
attending. Alumni ambassadors have assertively helped international schools stay in
touch with their former students through organizing reunions and gatherings in different
cities, and through finding lost alumni and referring them to join the network; they are a
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
61/106
Page 61of 106
link between the school and the alumni abroad. A support us tab provides a quick and
easy way to raise donation. It is recommended that information regarding the use of the
donation is shared on the network because people are generally more willing to make a
contribution if they know where or how their donations are being used. PayPal is an
example of a safe and trusted payment method. Moreover, frequently asked questions
section is necessary at this stage as the alumni office would have their hands full
managing the network. Thus, the FAQ will reduce the number of general enquiries sent
individually. Last but not least, links to social media platforms.
There is still a lot of experimenting with regards to social media, it can be full of
surprises but alumni departments need to get into the act. Communications professional
Mr. Fisher of UBC advices Start now. There will never be a right time because
everything moves so fast, but dont start unless youre willing to commit to the long haul.
Once you start, theres no going back. Evidently, social Media is a powerful tool with
the ability to build connections, connect and reach millions of people through just a click
of a mouse, a post or a comment. However, they are public networks; if the school was to
give career advice for example, that type of information is usually tailored and
personalized or even private and cannot be posted on social media platforms unless it was
general advice. Thus, it is safe to conclude that social media platforms are not to be used
as the official alumni network for St. Christophers School but they are to be used as a
promotion tool. St. Christophers Schools has its own general account on Facebook,
Twitter, LinkedIn and YouTube through which they can promote the alumni network to
inform and encourage people to join. This can be done through posting pictures and
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
62/106
Page 62of 106
screen shoots of how the network looks and what features are offered through the
network to highlight the benefits of joining to potential customers.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
63/106
Page 63of 106
Stage 4: measuring progress and further development plans
In order to successfully move forward in any new project, it is critical to keep
track of performance, look back and measure the progress. This can be done through
setting key performance indicators through benchmarking, and creating measures to keep
track of objectives such as the number of members, volunteer participation, activities and
events report or end of year financial statement.
Once the network is up and running with a solid members base; St. Christophers
school should consider approaches for further development. For example, a mobile
application or a special responsive link to the network which can be accessed from
mobile smart phones. This will keep the alumni connected 24/7 and they can receive
news, information and updates wherever they are. Through the research it was found that
some of the schools have a mobile application for the schools official website but none
have an application for the alumni network. Thus, this proposal should take the school to
another level and set it apart from other teaching institutes.
Following through with these guidelines will help the school enhance the services
they provide, and create a better and more efficient alumni network.
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
64/106
Page 64of 106
Conclusion
The recommendations in the report are to be used as a guide, not as a rigid recipe.
No two associations are alike and there is no single formula that will guarantee the
successful creation of an alumni association. Although associations may follow different
paths of development and end up taking varying forms, this handbook presents a set of
key steps and guidelines that many successful associations have followed with proven
success (USAID, 2010).
-
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
65/106
Page 65of 106
References
Andrew B. Shaindlin, (2010, May). Technology, Relavence and Control in
Alumni Relations. Retrieved from
http://alumnifutures.typepad.com/files/cgu-shaindlin-critique-final-2.pdf
Brabham, D.C. (2008). Crowdsourcing as a model for problem
solving. Convergence, 14(1), 75-90.
Hoag, B.G., Ritschard, H.V., & Cooper, C.L. (2002). Obstacles to effective
organizational change: The Underlying reasons. Leadership &
Organizational Development Journal 23 (1), 6-15.
Howe, J. (2006, June 2). Crowdsourcing: A Definition. Message posted to
http://crowdsourcing.typepad.com/
Kolowich, S. (2010, March 10). Student clubs, virtually. Inside Higher Ed,
Retrieved fromhttp://www.insidehighered.com/news/2010/03/10/clubs
Kumar, R., Novak, J., & Tomkins, A. (2006). Structure and evolution of online
social networks. ACM, KDD '06. August 20-23, 2006, Philadelphia, PA
McPherson, M. (2001). Birds of a feather: Homophily in social networks.
Annual Review of Sociology, 27, 41544
http://alumnifutures.typepad.com/files/cgu-shaindlin-critique-final-2.pdfhttp://crowdsourcing.typepad.com/http://www.insidehighered.com/news/2010/03/10/clubshttp://www.insidehighered.com/news/2010/03/10/clubshttp://crowdsourcing.typepad.com/http://alumnifutures.typepad.com/files/cgu-shaindlin-critique-final-2.pdf -
8/12/2019 Final Report. Alumni Network 4 St. Christ. Shaikha & Anfal
66/106
Page 66of 106
Reed, D. (n.d.). That sneaky exponential. Retrieved from http://www.reed.com
Shapiro, C., & Varian, H. (1999). Information rules. Cambridge, MA:
Harvard Business Press.
Tema, Frank. (2013, March13).Reaching out to University Alumni through
Social Media Retrieved from
http://www.universityaffairs.ca/reaching-out-to-university-alu