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The leveraging value of celebrating a university’s centennial

Author

Listed:
  • Barr, Mary G.

    (Chief Marketing Officer at the Division of Marketing & Communications, USA)

  • Corvino, Lori

    (Senior Director of Principal Gifts and Campaign Strategy, USA)

Abstract

This paper first summarises the focused and collaborative planning process Ball State University employed with its stakeholders to create a yearlong drumbeat of activities to mark its centennial. Secondly, it will make the case to craft research-informed institutional identity and marketing campaign in advance of embarking on marking a milestone. Thirdly, it will outline the many audiences targeted to advance strategic goals for giving, participation, and marketing the institution during the milestone year; and finally, it will conclude with the impact of the new marketing campaign as the university experienced record enrollment for its 2019 freshman class and the results of the alumni re-engagement campaign and record one day giving totals.

Suggested Citation

  • Barr, Mary G. & Corvino, Lori, 2020. "The leveraging value of celebrating a university’s centennial," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(4), pages 321-331, March.
    • Handle: RePEc:aza:jeam00:y:2020:v:4:i:4:p:321-331
    as

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    More about this item

    Keywords

    centennial; milestone celebration; branding; alumni engagement; marketing campaign; alumni relations;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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