Why is the end-of-the-year best time for high school alumni reunions?

Alumni reunions are one of the best ways to get your alumni’s attention. Period. 

But, what would you say is the best way to get your alumni’s attention for them to participate in these reunions?

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Alumni reunion promo videos, YASS. 

The first peek into your upcoming event, alumni reunion promo videos are a great way to capture your alumni’s attention, evoking curiosity and nostalgia. Often, such videos are meant to be a teaser to your main event, giving away only small bits of information and hooking your audience with an incentive to reveal more soon.  

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Why do alumni reunion promo videos work?

According to a study conducted by Forbes in 2017, viewers are 95% more likely to remember a call-to-action after watching a video, as compared to 10% when reading it in text format. 

In addition to videos being the most powerful content format in the digital age, alumni reunion promo videos work because of the high level of personalization involved. A massive benefit of using the video format in your marketing plan is that it’s easy to share via social media channels and personal networks. Even if you have limited alumni contacts to send your promo video to, your alumni can further share it within their networks, influencing a much broader reach. 

While promo videos may not actually reveal a lot, they act as the perfect way to set the mood for your upcoming event. Here’s how Greater Atlanta Christian School created an alumni reunion promo video, perfectly capturing the spirit of their upcoming event, Alumni Weekend 2018.

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What makes an alumni reunion promo video awesome?

While alumni reunion promo videos sound exciting, there’s a lot of planning and prepping that needs to be done well in advance. From identifying the location of the shoot to the people who are going to feature in it, everything needs to be well thought out.  

Here are the key elements pivotal to making an awesome alumni reunion promo video:  

1. Feature recognizable and relatable people in your video
Featuring those who are recognizable and relatable to your alumni is critical to your video’s success. You could choose to feature anybody, be it professors, students, or maybe even an influential set of people who your alumni might feel delighted to hear from. 

2. Shoot your video on campus
The best location to shoot your reunion promo is your own campus. Shooting the video in multiple locations within your school campus adds a nostalgic factor to it and helps your alumni relate better.

3. Ensure maximum reach
Work doesn’t stop once you’re done creating the video. The next step is to maximize its reach. Ensuring your alumni don’t miss out on this video is integral. Other than sharing it on social media and emails, and encouraging alumni to share it within their networks, try to publicize this video in alumni groups, to reach maximum people.

Having observed over a hundred schools successfully bring attention to their alumni events and reunions via social media, we have sufficient evidence that it is one of the most powerful mediums to promote your alumni reunion successfully. A little creativity and event marketing can go a long way in making sure that the maximum amount of alumni notice and engage with your upcoming reunions.

With that being said, here are 7 tested approaches to promote alumni reunions on social media:

1. Showcase alumni experiences at past year reunions

Sharing photos and videos of previous years reunions on your social media page is one of the best ways to attract attention to your alumni reunion event. While alumni may love hearing about wonderful stories about your previous reunions, these stories become all the more engaging when they hear it from their friends or peers. Encouraging alumni to share their own experiences from previous years reunions, has proven to be highly rewarding for reunion success.

2. Ask your faculty to share their experiences

If a large amount of your alumni base is still in touch with your faculty or staff, asking faculty members to share updates about upcoming reunions or their experiences at past year reunions is a best practice you should follow.

3. Encourage alumni to take action

Another way to encourage alumni engagement and participation is by creating opportunities for alumni to take some action on your post. Here’s an example: create a simple graphic post with the tagline - “Just three days to go!! Tag 3 people you are looking forward to meeting at the reunion.”

Here’s how William Peace University drew the attention of its alumni and got them talking about their upcoming reunion.

4. Create something similar to the ‘10-Year Challenge’ on Facebook

It's generally a good idea to see which alumni event ideas are gaining traction. Take for example the widely popular 10-Year Challenge on Facebook where you can request alumni to simply post two photos, side-by-side, taken at least ten years apart. Alternatively, you can use photos from yearbooks and current profiles of alumni to create ‘10-year challenge’ posts. However, in the case of this approach, consent needs to be established before using an alum’s personal photos.

5. Evoke nostalgia with yearbook, graduation photos, and countdown posts

Instead of promoting your alumni event the traditional way, capture the attention of your alumni by constantly staying in their social media feed and reminding them of the wonderful memories they’ve had over their time spent at their school. Here’s how McCarthy Alumni Association gets this right.

6. Share Alumni Testimonials on Social Media

Create a campaign asking alumni to respond to “What's something you loved about your Class of 10 Yr Reunion?”. Share the positive feedback you receive from the campaign and from past year reunions on your social media pages, tagging those alumni who’ve provided feedback, thus ensuring a wider reach for your campaign.

7. Keep your alumni hooked with ‘Guess who is coming?’ posters

Pick images of 3-5 alumni, combine them to create a collage with question marks on top of each image, and then post it as a challenge for alumni to guess the names of the people mentioned in the post. To make it more interesting, provide hints. For example, if one of the names to be guessed is "Sarah", you can drop the letters ‘S’, ‘R’, and ‘H’ as a clue. Such campaigns not only get you visibility but also encourage your alumni to take action by responding to the challenge you’ve thrown at them.

Best social media platforms to promote alumni reunions

To effectively promote alumni reunions, institutions today have a good variety of social media platforms, each offering distinct advantages for outreach and engagement.

• LinkedIn: This platform is ideal for professional networking and reaching alumni in various career stages. Universities can create dedicated alumni groups, share professional development opportunities, and post event details directly within a professional context.
• Facebook: With its broad user base, Facebook remains a strong choice for fostering community and nostalgia. Creating private alumni groups, sharing throwback photos, and utilizing event features can drive registration and engagement.
• Instagram: For visually compelling promotion, Instagram excels. Universities can use high-quality photos and videos of past reunions, campus scenes, and alumni spotlights to evoke nostalgia and showcase the event's atmosphere.
• TikTok: To engage younger alumni, TikTok offers a dynamic platform for short, creative videos. Universities can leverage trends, showcase campus life in a fun way, and highlight reasons to attend the reunion through engaging video content.
• YouTube: For longer-form content, such as highlight reels from past reunions or interviews with alumni, YouTube is a valuable platform. Videos can be shared across other social media channels to provide a more in-depth look at the reunion experience.

Social media tips for driving alumni engagement

• Create Dedicated Alumni Groups: Establish private groups on platforms like LinkedIn and Facebook. These provide a focused space for alumni to connect, share updates, and network with peers.
• Share Compelling, Nostalgic Content: Post throwback photos, videos, and stories that evoke fond memories of campus life. Encourage alumni to share their own experiences using relevant hashtags.
• Highlight Alumni Success Stories: Regularly feature accomplishments of your alumni in various fields. This inspires pride and demonstrates the value of their alma mater.
• Host Virtual Events and Live Sessions: Offer webinars, online networking mixers, or Q&A sessions with notable alumni. Live streams can bring the campus experience to alumni globally
• Utilize User-Generated Content (UGC): Encourage alumni to share their current endeavors, campus visits, or reunion experiences. UGC fosters authenticity and broadens reach.
• Offer Value and Resources: Share content relevant to alumni's professional and personal lives, such as career development tips, job opportunities, or industry insights.
• Promote Events with Clear CTAs: Use engaging visuals and direct calls-to-action for reunion promotions, mentorship programs, or fundraising campaigns.
• Personalize Communication: Segment your alumni audience and tailor content to their interests, class years, or geographical locations for more relevant engagement.
• Engage with Comments and Messages: Respond to alumni interactions promptly and thoughtfully to foster a sense of community and show appreciation.
• Leverage Interactive Features: Use polls, quizzes, and Q&A stickers on platforms like Instagram and Facebook Stories to encourage direct participation.
• Consistent Posting Schedule: Maintain a regular posting cadence to keep your alumni community informed and engaged.
• Analyze Performance: Use social media analytics to understand what content resonates most with your alumni and adjust your strategy accordingly.

Conclusion

When it comes to promoting your alumni reunions, there’s no limit to all that you can do. Here’s a list of techniques for increasing alumni participation to your reunions that have brought success to over a hundred institutions.

With the advent of ‘millennials’, alumni engagement had taken on a whole new meaning. They are the first digital natives, they are social, and the largest generation in the history. Their affinity for technology shapes their thinking. The good news is that technology has never been more available than it is now. All it takes is the right tools, great strategy and some patience to win their respect. That said, technology should not be allowed to overshadow the good ol’ traditions that keep great relations alive. A healthy mix of technology and tradition is what you are looking for.

We’ve done some of the homework for you and narrowed it down to 3 key practices that can help you manage your younger constituents through Reunions.

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1. Identify the real goal for your institution.

Probably the oldest lesson in the book – the golden rule for any reunion, homecoming or any other event for that matter. But let’s try to take a look at it from another angle this time.

Why are you really planning the event? Is it because you’ve always been doing it? Is it to benefit the school?

Is tradition preventing you from being strategically relevant in today’s world?

Strategy:Give your constituents a reason to come back.

Not just your alumni – but their parents, family, and friends too. In an age where the man with the most data wins, life-stage segmentation of constituents becomes crucial. Making use of this data Alumni / Advancement offices categorize their constituents into various categories and personalize the messages to suit the segment they are communicating with.

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Schools that customize their alumni engagement strategies based on age and generation hold the key to a life‐long connection.

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2. Make it personal! Going to school shouldn’t seem like business.

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Surprised?

Nothing calls for introspection like when half of your constituents tell you that they don’t like the way you are reaching out to them. Homecoming/reunion events can be a very personal – to share one’s memories, meet their best friends and to relive all those precious moments again. If your alumni feel like you are going to corner them into donating money, they would much rather stay at home.

Does your messaging make your alumni uncomfortable? How do you know?

Strategy:

1. Make your messaging personal. Show them all that is going into the planning. Try to make your e-mail put a smile on their face and rekindle all those memories.

2.Make them a part of the planning process. Reunions are very personal. Your alumni can sense when the event belongs to them, and when it belongs to you.

3. Create a page on your alumni website with photos from previous events so that they are assured there is nothing else they would rather do.

As your class size increases, this may look like a pretty daunting task. But we’ve got your back.

My colleague, a business development executive has put together a great piece with his expertise to help you in writing e-mails that convert great!

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3. How you say it is just as important as what you want to say.

Having the right message is only part of the entire picture. How do you get your message out? Where are your alumni most likely to read what you have to say?

Mail has worked great in the past, But very few millenials have a postal address they check and respond to regularly. For a generation that grew up with the internet, e-mails have worked great and have rised to be the most used and reliable form of communication now.  Social networks like Facebook, LinkedIn, Twitter are a great way to engage when you want to segment further by age, affinity, interests, etc..

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Using the right channels help you target the right alumni segment. Tracking e-mails, analyzing reply rates help make better data-driven decisions. But how do you zero-in on a mode of communication with a large constituent base spread over different generations and various preferences?

Strategy:

1. Widen the playing field by using a central communication center that can both broadcast to and receive info from your alumni. You should be able to send e-mails, text messages, and web push notifications to mobile devices. A central platform should be able to reach each of your alumni segments in their preferred channels.

2.Send an initial invite to everyone via e-mail, followed by a campaign to spread the event page from your website on all social media. Your alumni may miss or not be able to respond to your email. A prompt to register while they browse their social media feeds can trigger them to take a deeper look into the event.

If you are already using Almabase here is how you can do it using our ‘Communication Center’ module which empowers you to take control of your outgoing communications.

In the next part of this ‘Engagement Maximizing’ series, we will take a look at ticketing, discounts, and the metrics you should be measuring while planning an event.