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UTSA Alumni Programs wins marketing award for direct-mail campaign

marketing award
marketing award

Top photo (from left): Jason Ellis (e.f. group), Chuck Ellis (Accu-Print), Amber Phifer (UTSA Alumni Programs) and Dustin Ellis (Accu-Print)
Bottom photo: AMA-SA Marketer of the Year Award

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(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.

 

 

Events

Thursday, May 5, 5 p.m.

String Project Spring Concert

This end-of-semester concert will feature the 3rd through 8th grade students who have participated in the UTSA String Project this year. The event is free and open to the public.
Buena Vista Theater, Downtown Campus

Friday, May 6, 8 p.m.

First Friday Stargazing

The UTSA Department of Physics and Astronomy, Curtis Vaughan Observatory invites everyone to join them for their monthly stargazing event on top of the Flawn Science Building.
Curtis Vaughan Observatory, Main Campus

Sunday, May 8, 1 p.m.

Accordions Across Culture

May’s Free Second Sunday at the UTSA Institute of Texan Cultures features "Accordions Across Cultures," with performances of Mexican, German and Czech accordion music, a documentary screening and crafts for the kids.
UTSA Institute of Texan Cultures

Monday, May 9, 8 a.m.

The Honeynet Project Workshop

This three-day event will focus on the tools, tactics and motives involved in computer and network attacks. Attendees from around the world will take part in world-class hands-on trainings and technical discussions.
H-E-B University Center Ballroom, Main Campus

Thursday, May 12, 4 p.m.

Master of Public Administration Open House

Visit with faculty, alumni and students to discuss the benefits of and requirements for a Master Degree in Public Administration and/or the Graduate Certificate in Nonprofit Administration & Leadership.
Meeting Assembly Room (BVB 1.338), Downtown Campus

Saturday, May 14, 10 a.m.

UTSA Spring Commencement: Ceremony One

UTSA Spring Commencement ceremony for the College of Architecture, Construction and Planning, the College of Education and Human Development and the College of Sciences.
Alamodome

Saturday, May 14, 4 p.m.

UTSA Spring Commencement: Ceremony Two

UTSA Spring Commencement ceremony for the College of Business, the College of Public Policy and University College.
Alamodome

Sunday, May 15, 2 p.m.

UTSA Spring Commencement: Ceremony Three

UTSA Spring Commencement ceremony for the College of Engineering and the College of Liberal and Fine Arts.
Alamodome

Wednesday, May 18, 3 p.m.

The Great Staff Appreciation Event

The UTSA community is invited to honor the roughly 2,600 UTSA staff members who contribute to the success of the university and its students.
H-E-B University Center Ballroom, Main Campus

Thursday, May 19, 6 p.m.

Superintendent Certification Program Information Session

Join UTSA faculty and staff, current students, and area central office administrators/program alumni to learn about this exciting accelerated and web-enhanced program leading to Texas Superintendent Certification. The event is free and open to the public.
BVB 1.322, Downtown Campus


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