(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.
This panel presentation will look at the history of the YWCA and the impact the organization has had on women in the San Antonio community.
McKinney Humanities Building (MH 2.02.10), Main Campus
The Demography Lecture Series continues with Dr. Barbara Bird of American University. Her topic focuses on Insights Into a Hard to Find Population: Latino Entrepreneurs in Metro Washington, D.C. Event is free and open to the public. Parking is available in the pay stall spaces of the Monterrey surface lot.
Monterrey Building (MNT 3.240), Downtown Campus
This video tells the story of four Latina lesbians who fought for exoneration after being wrongfully convicted of sexually assaulting two girls during the Satanic Panic witch-hunt era of the 1980s and 1990s.
H-E-B University Center, Bexar Room (HUC 1.102), Main Campus
Tejana/Indígena author Ire'ne Lara Ailva will read from her latest work and discuss her approach to reimagining Tejan@ myths.
Main Building (MB 2.404), Main Campus
Muralist Crystal Arias will discuss her current mural "Cultivate the Past to Prestige" at La India Herbs and themes she utilizes in her other works.
McKinney Humanities Building (MH 3.02.26), Main Campus
The UTSA Department of Modern Languages and Literatures is a co-sponsor of the CARTA 19th Annual Conference. The group meets annually to exchange educational programs, ideas, and techniques and to network with other teachers of Russian. Registration required.
DoubleTree by Hilton, Downtown San Antonio
Into the Woods is a musically sophisticated show with a leaning towards dark comedy. Dr. William McCrary directs. $15 tickets $10 students military seniors 55+ with IDs $8 groups of ten or more in any price level. There will be a second show Sunday, April 2 at 3 p.m.
Arts Building, Recital Hall (ARTS 2.03.02), Main Campus
UTSA faculty, staff and students are members of the Helotes Area Community Band and are proud to present a special Tapestry of Concert Band Classics. The event is free and open to the community.
John Marshall High School Auditorium, 8000 Lobo Lane, San Antonio
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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