(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 community is invited to the inauguration of UTSA President Taylor Eighmy, the sixth president of UTSA.
Convocation Center, Main Campus
The Provost's Diversity and Inclusion Advisory Council hosts this forum to share and further explain the results of the survey and to offer the opportunity for faculty and staff to provide feedback.
Durango Building La Villita Room (DB 1.116), Downtown Campus
For more than 20 years, Josie Méndez-Negrete, a UTSA associate professor in Mexican American Studies, has endured the emotional journey of watching her son, Tito, struggle with schizophrenia. Her powerful account is the first memoir by a Mexican American author to share the devastation and hope a family experiences in dealing with this mental illness.
H-E-B Student Union Travis Room (HSU 2.212), Main Campus
Graduate and undergraduate student researchers pursuing majors in the College of Liberal and Fine Arts will present their original work.
Student Union Retama Auditorium (SU 2.02.02), Main Campus
The UTSA community is invited to this town hall meeting to learn more about progress of the Student Success Presidential initiative.
Frio Street Building (FS 1.512), Downtown Campus
Author Annette Angela Portillo will read her book, which examines Native American women’s autobiographical discourses and multiple-voiced life stories that resist generic conventional notions of first-person narrative.
McKinney Humanities Building (MH 3.02.24), Main Campus
Chelsea Wentworth, anthropology professor at High Point University, will discuss women’s roles in changing customary feasting patterns so that feasts can serve as a coping mechanism for children’s food insecurity in urban areas the South Pacific Island nation, Vanuatu.
H-E-B Student Union Travis Room (HSU 2.202), Main Campus
The UTSA community is invited to come together and volunteer at various San Antonio nonprofits.
Bill Miller Plaza, Downtown 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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