Amplify brand exposure and engagement.

Challenge:Draw 20% more alumni to the 2015 QU Reunion than have attended reunions in the past two years.

Obstacles:With job and family demands, it’s tough to commit and travel complicates things further. There has to be real interest to bother going back to campus.

Approach:Tap into nostalgia. A shareable online checklist about unique campus facts, hangouts and events got alums to reminisce about QU and visit the reunion landing page. Targeted direct mail matched memorable QU moments to the recipient’s age.

Results:A+. We hit the sign-up goal two weeks before reunion weekend. For prior reunions, the heaviest sign up happened at the door.