(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.
State Rep. Diego Bernal presents a Q&A panel discussion with MALDEF, RAICES and DMCA Immigration Law Firm about DACA and the current state of affairs for Dreamers. Opening remarks by Congressman Joaquin Castro and Congressman Lloyd Doggett.
Buena Vista Building, Aula Canaria Auditorium (BVB 1.328), Downtown Campus
Come out and enjoy breakfast and beverages at the Official UTSA Tailgate in Albuquerque as our Roadrunners take on the New Mexico Lobos at the Gildan New Mexico Bowl. The official UTSA tailgate will be located in Fan Fest in the University Stadium Parking Lot, Stadium East.
University Stadium parking lot, Albuquerque, NM
Graduates from the College of Architecture, Construction and Planning, College of Business, College of Education and Human Development and the College of Public Policy will participate in the first commencement ceremony. President Romo will deliver the keynote address.
Graduates from the College of Engineering, College of Liberal and Fine Arts, College of Sciences and University College will participate in the second commencement ceremony. President Romo will deliver the keynote address.
All UTSA students, faculty and staff are invited to march with UTSA in the 30th annual MLK March. There will be a FREE shuttle from the UTSA Main Campus. Pick up in front of the Convocation Center at 8:30 a.m. Depart from UTSA at 9 a.m. Buses return to UTSA at 1 p.m
Convocation Center, Main Campus
UTSA's Department of Music hosts Dr. David Huron from Ohio State University as part of the Donald Hodges lecture series. Huron is a Canadian arts and humanities distinguished professor at Ohio State University.
John Peace Library, UTSA Faculty Center, (JPL 4.04.22), Main Campus
The Student Center for Community Engagement and Inclusion annually hosts a Volunteer Opportunities Fair to allow students, faculty and staff to learn about volunteer and service-learning opportunities in the San Antonio area.
University Center, 1st floor corridor, 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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