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Case study: The shift from in-person to virtual Homecoming and how to create a trending success

Author

Listed:
  • Andreana, Lisa

    (Alumni Relations Officer, Wilfrid Laurier University, Canada)

  • Frangakis, Steve

    (Communications Officer, Wilfrid Laurier University, Canada)

Abstract

In 2020 and 2021, the COVID-19 pandemic had an impact on alumni relations activity and programming in myriad of ways. At Wilfrid Laurier University in 2020, the flagship alumni relations engagement event, Homecoming, risked cancellation in light of current public safety guidelines. Alumni professionals know an event the size of Homecoming takes months to plan. With the start of the pandemic in March 2020, the plans and the vision for Laurier's Homecoming 2020 were quickly derailed. This paper offers insight into how a medium-sized public university in Canada flourishedin its pandemic Homecoming adaptation. We share thoughts on how to rethink, repurpose and reconsider events in different formats.

Suggested Citation

  • Andreana, Lisa & Frangakis, Steve, 2022. "Case study: The shift from in-person to virtual Homecoming and how to create a trending success," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(2), pages 180-187, August.
    • Handle: RePEc:aza:jeam00:y:2022:v:7:i:2:p:180-187
    as

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    More about this item

    Keywords

    alumni; Homecoming; alumni engagement; alumni relations; virtual events; social media;
    All these keywords.

    JEL classification:

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

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