(June 14, 2012) -- The UTSA Office of Alumni programs recently received the Marketer of the Year Award at the 2012 Marketing Excellence Awards (MEAs) sponsored by the San Antonio chapter of the American Marketing Association.
With the awards selected by AMA-Texas, UTSA Alumni Programs was the overall winner among all for-profit and nonprofit campaigns. UTSA also won the best campaign award in the nonprofit category for campaigns costing under $10,000. The group teamed with the UTSA Office of University Marketing to plan the campaign and design collateral materials.
"I am excited that UTSA Alumni Programs received this recognition for their work," said Marjie French, UTSA vice president for university advancement. "This team effort demonstrates once again the staff expertise and excellent resources that we have at UTSA."
In spring 2011, Alumni Programs faced the challenge of increasing annual memberships in the UTSA Alumni Association. For the retention portion of the campaign, the team abandoned its previous static alumni-retention methods and adopted a new strategy using personalized direct mail and email.
The UTSA team contracted with the e.f. group to create a series of variable direct-mail and email pieces. The campaign involved a personalized and targeted promotion and a personalized postcard approach.
The campaign was a great success. Starting with a baseline retention rate of less than 5 percent, the personalized campaign had a response rate of 19 percent and the personalized postcard campaign had a response rate of 6 percent.
"We learned that personalized direct mail does impact retention rates and acquisition campaigns," said Amber Phifer, marketing coordinator of UTSA Alumni Programs. "We plan to continue to incorporate variable marketing in all of our future renewal notices and communications."
As part of AMA-San Antonio and AMA-Texas, the MEAs recognize outstanding marketing campaigns, honoring organizations that demonstrate excellence in marketing through goals, strategies and results that address identified challenges.
The UTSA community welcomes students to their on-campus home! Laurel Village, Chaparral Village and Alvarez Hall are home for 2,300 students during the academic year, and Move-In event kicks off the start of Roadrunner Days.
Laurel Village, Chaparral Village, Alvarez Hall, Main Campus
The College of Engineering hosts this seminar featuring Jeff Adams, Southwest Zone Quality Manager, Siemens Building Technologies Division. The event is free and open to the public.
Engineering Building (EB 3.04.30), Main Campus
This is a terrific opportunity for incoming transfer students to network with staff that serve our veteran, non-traditional, and transferring students, as well as meet transfer peer mentors who can help answer questions about UTSA.
Main Building ground floor lobby, Main Campus
After a day full of moving and getting settled into their new UTSA home, students and their families can have some refreshments and snacks at the Welcome Back Reception. The event tops off with the premiere performance of the Spirit of San Antonio, UTSA's Marching Band.
University Center Paseo, Main Campus
Can you survive the library wilderness? As a part of Roadrunner Days, UTSA Libraries is hosting a mobile adventure for you to play and find out more about the library!
John Peace Library, 2nd floor, Main Campus
Come meet your UTSA Volleyball Team as they gear up for the 2017 season! The game begins at 5 p.m. then the team will hold an autograph and photo session after the game.
Convocation Center, Main Campus
This engaging discussion pulls back the covers on hooking up, clarifying when it’s actually sexual violence and how bystanders can protect potential victims from predators.
University Center, Retama Auditorium (UC 2.02.02), Main Campus
Late Night at the Rec is an awesome UTSA tradition that transforms a standard information session into an exciting night of fun. At this annual event, you’ll be able to learn about our facilities, recreation programs, and wellness services offered at Main and Downtown Campuses.
Recreation and Wellness Center, Main Campus
The University of Texas at San Antonio is dedicated to the advancement of knowledge through research and discovery, teaching and learning, community engagement and public service. As an institution of access and excellence, UTSA embraces multicultural traditions and serves as a center for intellectual and creative resources as well as a catalyst for socioeconomic development and the commercialization of intellectual property - for Texas, the nation and the world.
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