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Leeds top rockin' uni memories campaign 2012

Our challenge:

To get our audience of ‘hard to reach’ Alumni to make contact with the University for the first time since graduating.

The story:

When we visited the top rockin’ University of Leeds, we spotted a wall of brightly coloured post-it notes. Each one represented a memory a Leeds alumnus had shared with the telephone fundraising team. There was something missing though…

…all the memories of the former students who hadn’t been in touch with the University since graduating.

The campaign:

leeds_infographics4

A campaign was created to make contact with 32,000 of the University’s best prospects. Many of these were younger alumni and they were based in countries around the world. Prospects were given the chance to make a donation and were asked if they would consider supporting the University in the future, but our primary focus was on a non-financial response. Telephone conversion would follow.

Alumni received a questionnaire with their own post-it note to add to the Wall of Memories. An online and offline version was created and there was a particularly healthy response from the digital version.

This wall of post-it notes inspired the campaign. We told prospects ‘We’re missing you’.

This wall of post-it notes inspired the campaign. We told prospects ‘We’re missing you’.

We created an online version of the campaign and displayed the post-it memories on Twitter, Facebook and Flickr.

We created an online version of the campaign and displayed the post-it memories on Twitter, Facebook and Flickr.

We asked alumni to tell us what they’d been up to since leaving Leeds and showed them there were many ways of remaining a part of the vibrant alumni community.

We asked alumni to tell us what they’d been up to since leaving Leeds and showed them there were many ways of remaining a part of the vibrant alumni community.

Some weren’t really in a position to share a memory…but they still got in touch

Some weren’t really in a position to share a memory…but they still got in touch.

Client: University of Leeds