Berkeley College

Alumni

Marketing Case Study

Organization – Berkeley College

• Preparing students since 1931 for careers in Business, Healthcare, IT and more

• Over 8,000 students • Ranked among the best

schools by US News & World Report

• Campuses in NY Tri-State Area

The Challenge

Bring Alumni Together

• Unite a disconnected Alumni community to...– Build a stronger community– Increase involvement– Help Alumni find new opportunities in a tough

economy.

The Idea

Build and implement the tools and techniques to…

• Connect Alumni on a professional level • Provide them with new opportunities• Unify and empower

The Strategy

• Multi-Faceted– Social Media

• LinkedIn• Alumni Board Networking

– Events• Alumni of the Year

– Sponsorships and Planning

– Strategic Planning Involvement

Social Media

• Started a LinkedIn Alumni Group1. Worked with Alumni Relations Office to invite

database into group2. Started discussions to increase involvement3. Directly connected with Alumni to provide a

‘face’ to the Alumni Association• Build relationships• Facilitate networking• Help to uncover new opportunities

LinkedIn Group

Events

• Built ‘better’ Alumni Events– Inauguration and Networking events

• Sold ad sponsorships to contacts, both internally and externally

• Developed Alumni Awards Journal

– Worked with College and Alumni board stakeholders

Awards Journal

Awards and Alumni Events

In addition

• Participated in Strategic Planning Sessions– Provided input and direction as a

representative of the Alumni Association• One of three selected

Defining the company mission

Setting company objectives and

goals

Designing the business portfolio

Planning marketing and

other functional strategies

Corporate Level

Business unit, productand market level

The Results

• Close to 1,000 Alumni Reconnected– Berkeley College adapted the Alumni Network

as their new network • Now known as the “Berkeley College Network” on

LinkedIn

• Over $3,000.00 raised for the Alumni Association– Solely from advertising and sponsorships

• Built a better Alumni Strategy for the College

My Role

• Officer– Berkeley College

Alumni Association

My Role

• Ascended from Secretary to President– Worked with College

and Alumni Board Stakeholders to develop successful strategies on…• Social Media• Networking Events• Strategic Planning

About George Nikanorov

• Over 15 years of B2B and B2C Marketing and Communications Experience

• Successful track record spanning multiple industries and verticals

• Recognized speaker and panelist• Educator and Volunteer

Contact Megnikanorov@hotmail.comlinkedin.com/in/georgen - @george_n – Twitterfacebook.com/gvnikaorov