(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.
Members of the UTSA community have published “Adapt and Overcome: Essays of the Student Veteran Experience,” an important book to help active duty military and veterans successfully transition to college life. The event includes a panel discussion with UTSA alumni student veterans who contributed chapters to the book. Guests can also purchase the book. All proceeds benefit the UTSA Student Veteran Association.
Business Building, University Room (BB 2.06.04), Main Campus
The Graduate School is hosting a panel discussion for all of our current students, alumni and members of the San Antonio community who are interested in learning more about graduate education.
Graduate School and Research Building (GSR 1.204), Main Campus
The annual UTSA Graduate fair gives students an opportunity to meet representatives who can provide the information on admission requirements, fellowship opportunities, and other key information.
University Center, Main Campus
A recruiter will speak to potential candidates for the Archer program. The Archer program has helped students land successful careers in public service.
Durango Building (DB 2.208), Downtown Campus
Canadian scholar Jasmin Hristov will present a lecture on paramilitarism, complex type of politically-motivated violence in different parts of Latin America. This presentation will explain paramilitary violence as a tool of economic globalization.
Buena Vista St. Bldg., Aula Canaria Lecture Hall (BV 1.328), Downtown Campus
Richard Peretz,’85, chief financial officer at UPS, will present the keynote address at the Frost Distinguished Lecture Series, presented by the UTSA College of Business.
Business Building (BB 2.06.04), Main Campus
The Dept. of Kinesiology, Health and Nutrition and the South Texas Consortium for HIV and STI Research welcomes Dr. Joshua Rosenberger who will discuss his recent work on using innovative HIV-prevention strategies.
University Center (UC 2.02.12), Main Campus
Join the UTSA African American Studies program for a lecture by Gary Bledsoe, President of the Texas NAACP, who specializes in public interest law, employment and civil rights law.
Buena Vista Building (BVB 1.328), Downtown Campus
The UTSA College of Engineering Technology Symposium showcases innovative student projects and research performed across multiple disciplines including engineering, science and business. The public is invited.
H-E-B UC Ballroom (HUC 1.104), 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.
To be a premier public research university, providing access to educational excellence and preparing citizen leaders for the global environment.
We encourage an environment of dialogue and discovery, where integrity, excellence, inclusiveness, respect, collaboration and innovation are fostered.