The Role of Alumni in University Marketing to Attract New Students Locally and Internationally

Imagine the impact of hearing a success story from someone who once sat in the same classroom.

It’s inspiring and gives prospective students a glimpse of what their future could hold.

This connection makes the university feel more relatable and aspirational.

Therefore,  one surprisingly effective way is to involve alumni in marketing to attract local and international students.

However, like anyone else in this world, prospective students face information overload, and capturing their attention requires a strong strategic approach.

Thus, simply sending out a newsletter with alumni achievements or posting pictures of alumni just won't cut it anymore.

As with any marketing or recruitment strategy, share their stories through diverse online and offline channels to connect with prospective students.

In this post, we will explore alumni's roles as brand ambassadors, strategies for attracting students, and challenges related to alumni engagement.

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Quick Takeaways

This article explains how universities can utilize alumni to attract local and international students:

• Leverage Alumni as Brand Ambassadors For Higher Education Marketing
• Localized Alumni Engagement for Regional Student Recruitment
• Alumni’s Role in International Student Recruitment
• Alumni-driven Digital and Social Media Campaigns
• Success Metrics and ROI of Alumni Involvement in Marketing
• Challenges and Best Practices for Engaging Alumni in Marketing

Alumni as Brand Ambassadors For Higher Education Marketing

Ever wonder why institutions publish the list of notable alumni on their websites?

It’s all about name recognition, branding, reputation, aspiration, and goals.

Alumni are some of the most trusted voices for a university. They’ve lived the experience, walked the halls, and achieved their goals.

Hence, sharing their authentic stories resonates with prospective students, helping them see the real benefits of attending that university.

Here’s how alumni influence prospective students:

1. Authentic Voices: Alumni offer genuine insights and personal success stories, giving a realistic picture of what new students can achieve.
2. Trust Factor: Future students trust alumni because they've been in their shoes and understand their fears and aspirations.
3. Personal Connections: Alumni stories can create an emotional connection, making the university feel more relatable and aspirational.

However, it is challenging to maintain alumni engagement and involve them in student recruitment marketing strategy.

For this, universities can utilize social media to feature alumni stories and invite them to speak at open days, webinars, and on-campus visits to provide firsthand experiences.

Source: American University Washington, DC

Also, your university must have a dedicated section for alumni engagement on the website with compelling narratives that not only attract students but also strengthen the brand name.

Moreover, the University of Washington uses international alumni to create a sense of community and promote inclusivity.

SourceL University of Washington

They appoint Ambassadors—former students who live abroad and volunteer for the university.

These Ambassadors organize events, mentor students, help with job placements, and support recruitment efforts.

Localized Alumni Engagement for Regional Student Recruitment

Local alumni offer the most relatable, firsthand experiences that resonate with local prospective students.

Their involvement showcases regional success stories, inspiring local talent to enroll.

Here’s how universities can utilize alumni who are locally based:

• Recruitment Events

Local alumni can participate in recruitment fairs and open days. Their presence adds a personal touch, allowing prospective students to hear firsthand about their experiences.

• Mentorship Programs

Implementing mentorship programs where local alumni guide new or prospective students can develop strong relationships and provide invaluable support.

• Campus Events

Inviting alumni to speak at various campus events, such as career fairs and orientation sessions, helps create a sense of continuity and community.

As a result, the active involvement of local alumni in university events reinforces the institution’s commitment to the local community, leading to more inquiries.

Source: University of Rochester

Similar to the University of Rochester, you can showcase different regions, countries, or states, creating communities for each to drive local alumni engagement.

In addition, local alumni engagement shows prospective students the potential for success close to home, facilitating decision-making.

Most importantly, students who feel connected to their university and its alumni are more likely to engage, succeed, and eventually give back to the university in the future.

Alumni’s Role in International Student Recruitment

According to the 2023 Project Atlas report, the US is still the top choice for international students, with 17% of global learners choosing US schools.

Therefore, international alumni are important in attracting students from their home countries to their alma mater.

Alumni who have studied abroad can share their real-life experiences with prospective students, making the university more relatable.

As a result, it is very persuasive, making prospective students feel more connected and understood.

Here are some key strategies to involve alumni in international student recruitment:

1. Virtual recruitment sessions

Alumni can join online events to interact with prospective students, answer questions, and provide insights about their experiences.

Connecting alumni with prospective students helps set the latter up for success.

By meeting alumni early, new students can form mentoring relationships that support them during school and beyond.

For example, Northwestern University hosts online panels where current students and alumni answer questions about campus life and academic opportunities.

Source: Northwestern University

These panels focus on sharing personal experiences rather than discussing the admissions process.

Moreover, you can host effective “meet and greets” as part of your virtual recruiting strategies, such as The Summer Principals Academy (SPA) NYC at Teachers College, Columbia University.

Source: Columbia University

This virtual event offers prospective students the chance to network with alumni who have completed their master's degree in educational leadership, providing valuable insights into the program and its impact on their careers.

Moreover, prospective students can ask questions online about the coursework, application process, and future opportunities, building community and connection among current and future educators.

2. Country-specific marketing initiatives

Universities can create campaigns tailored to different countries, featuring alumni from those regions to appeal to local students.

It’s also about crafting a story that is heard and felt, aligning with the expectations, aspirations, and values of prospective students in that country.

Here’s a great example of how the University of Toronto hosted a special event in Bengaluru, India.

Source: UoT

It was an event where alumni, friends, and prospective students met.

With a presentation about the University, alumni living in Bengaluru, India, were encouraged to attend the event and share their experiences with prospective students and their parents.

As a result, this helps the university reach out to prospective students in a specific country.

3. Partnerships with international organizations

Collaborating with organizations that have a global reach can help universities connect with a broader audience through alumni networks.

Partnerships may involve a variety of activities, such as:

• Joint research initiatives
• Joint teaching initiatives
• Formalized faculty exchanges
• Formalized student exchanges

For example, George Mason University uses International Enrollment Partnerships (IEP) to create programs for students from around the world.

Source: George Mason University

IEP, part of the Global Education Office, collaborates with Mason's academic units and international associates to meet student needs.

They organize visits that include campus tours, admission sessions, and meetings with academic or student support units.

Additionally, IEP partners with institutions supporting international students, including government agencies, sponsored programs, and global education organizations.

Alumni-driven Digital and Social Media Campaigns

Universities can use alumni to boost their online presence and attract more students.

Alumni can share their stories and experiences on social media, creating engaging content like blogs, videos, and testimonials.

Through their lived experiences and successes, you can create organic content for digital and social media platforms:

1. Alumni Testimonials

People love stories, and they are great for engaging your audience.

For this, you must collect and showcase testimonials from alumni who have successfully transitioned into their careers.

These can be shared on the university's website, social media, and marketing materials to highlight the real-life impact of their education.

Here’s an excellent way for the University of Charleston to share alumni testimonials through a detailed video.

Source: YouTube - University of Charleston

This approach captures all the essential elements that will entice prospective students to learn more about the university, its programs, and the experiences of others.

Therefore, this content provides valuable insights that can inspire future students to explore their own potential at the University of Charleston.

2. Alumni Success Stories

Alumni Success Stories are accounts of the personal and professional achievements of a university's former students.

These stories highlight how the education and experiences they gained at the university helped them reach their goals.

In addition to this, these narratives serve to showcase the diverse paths alumni take after graduation and reinforce the value of the education provided by the institution.

Here's an example of how Stanford University shared the alumni success story of Tyler Kim, a 1994 graduate.

Source: LinkedIn - Stanford University

The university used LinkedIn to display his journey from growing up in Hawaii to studying Industrial Engineering at Stanford, helping prospective students connect with real alumni experiences.

3. Alumni Social Media Takeovers

Another great way is to let alumni take control of the university’s social media accounts for a day.

During the takeover, they can share their daily routines, career insights, and memories at the university.

As a result, when prospective students and families get their first impression of your college or university through the eyes of a graduated student or alumni, they are more likely to get a holistic view of the education quality, facilities, cultures, and much more.

Here is a great example of an alumni takeover by the Rhode Island School of Design (RISD).

Source: RISD Alumni

The 2024 Alumni Association Award recipients share their experiences and what it meant to be honored by their peers.

This campaign gives prospective students a glimpse into the accomplishments of RISD alumni and highlights the school's strong sense of community and recognition.

4. Alumni Spotlight

Feature alumni regularly on the university’s social media and website. Share their achievements, career paths, and personal stories.

This ongoing series can keep the alumni community engaged and showcase the diverse paths graduates take

This is an example of an alumni spotlight by the University of Central Florida (UCF).

Source: Facebook - UCF

The post highlights Toni Caracciolo, a 2014 Executive MBA graduate who shares her experiences and how the program prepared her for career challenges.

As a result, it shows how UCF prepares students for real-world impact and makes them job-ready to succeed in the business sector.

5. Publish Alumni Magazine

Next, a traditional method turned digital; you can publish an alumni magazine online with achievements, news, and upcoming events.

However, you must create a comprehensive editorial plan and engaging content strategy with an eye to reputation building.

For example, the University of New Haven publishes its Alumni Magazine twice a year.

Source: University of New Haven

This magazine highlights the achievements and innovative work of students, faculty, and alumni.

This not only keeps alumni engaged but also serves as a powerful recruitment tool for prospective students, showing them the exciting and supportive environment they could be part of.

6. Improve the Discoverability of the Alumni Website

Improving the discoverability of the alumni website section through effective SEO strategies can significantly impact the website's ranking on search engines.

Higher rankings make it easier for alumni and prospective students to find the content, which can lead to increased engagement, more alumni participation in events, and stronger connections.

Here’s the result of SERPs when you search for ‘alumni Michigan state university’.

With discoverability and SERP rankings in place, it can attract more prospective students who are researching the university online, showcasing the active and supportive alumni network as a valuable asset of the institution.

Success Metrics and ROI of Alumni Involvement in Marketing

Now that you know, alumni involvement makes recruitment more effective, as prospective students trust alumni experiences, making them more likely to apply - it is important to track specific metrics to measure success.

Here are some key metrics to consider:

1. Application Rates: Track the number of applications received before and after alumni-driven marketing campaigns. An increase in applications can indicate the campaign's effectiveness.
2. Conversion Rates: Monitor the percentage of prospective students who apply after engaging with alumni content. This shows how well alumni influence decisions.
3. Overall Engagement: Measure engagement on social media posts, websites, and events. Likes, shares, comments, and participation in events can show how interested prospective students are in alumni stories.
4. Attendance at Events: Count the number of prospective students who attend events featuring alumni. Higher attendance can suggest strong interest driven by alumni presence.
5. Website Traffic: Check website analytics to see if there's an increase in traffic to the alumni section or related content after marketing campaigns.
6. Survey Feedback: Use surveys to gather feedback from prospective students on the influence of alumni stories and testimonials in their decision-making process.

Remember, satisfied and engaged alumni are more likely to give back to the university financially and through volunteering. This helps build a strong support network for future students.

Challenges and Best Practices for Engaging Alumni in Marketing

Maintaining active relationships with alumni is a constant struggle, as graduates often move on with their lives and become less engaged over time.

Therefore, universities face several challenges when involving alumni in marketing efforts.

Here are some of the key challenges:

1. Maintaining Active Relationships: Keeping alumni engaged and connected to the university over the years can be difficult as their lives and priorities change.
2. Alignment with Institutional Goals: Ensuring alumni participation aligns with the university’s marketing and recruitment objectives can be challenging, as alumni have professional and personal commitments.
3. Limited Resources: Universities may lack the resources to manage and support an extensive alumni engagement program effectively.
4. Geographical Dispersion: Alumni are often spread across the globe, making it challenging to organize events and maintain consistent communication.
5. Varied Interests: Alumni have diverse interests and experiences, making it challenging to create programs and content that resonate with everyone.
6. Measuring Impact: Quantifying the impact of alumni involvement on recruitment and marketing efforts can be complex.

Therefore, to overcome these challenges, universities must consider the following best practices:

• Building a Dedicated Alumni Relations Team: This team can regularly update alumni on university news, events, and opportunities for involvement, keeping them engaged and connected.
• Creating Formalized Programs: This could include recognition awards, networking opportunities, and career support, making alumni feel valued and appreciated.
• Personalized Communication: Personalized messages can make alumni feel more connected and likely to engage.

Most importantly, as alumni typically move away from campus to pursue a career, they can stay in touch and build a global professional network.

However, universities are struggling to maintain strong relationships with alumni because they connect with students after graduation—which is too late.

Tips on Partnering With Alumni for Admissions and Enrollment

• Choose the Right Alumni: Select enthusiastic alumni willing to share their experiences.
• Incorporate Alumni in Open Days and Campus Tours: Alumni can provide a firsthand perspective of university life.
• Collecting Stories: Gather and share alumni success stories through various channels.
• Making Alumni Stories Relatable: Present alumni stories in a way that prospective students can easily relate to.
• Highlight Alumni Achievements in Email Campaigns: Featuring alumni successes in email campaigns can boost the university's image and attract more applications.
• Involve Alumni in Admission Events: Alumni can participate in admission events, sharing their journeys and answering questions from prospective students.
• Engage Alumni in Personalized Communication: Regularly communicate with alumni to keep them informed and involved in university activities.

Also, with the digital transformation of higher education, institutions have access to more communication tools that can help manage relationships and boost engagement. These tools enable personalized interactions and enhance engagement.

Conclusion

Alumni are powerful assets in university marketing.

Their genuine experiences and achievements make them compelling ambassadors who can attract new students both locally and internationally.

In addition, they provide authentic stories that resonate with prospective students, making the university feel more relatable and appealing.

Therefore, engaging alumni in recruitment efforts—through social media campaigns, testimonials, events, and mentorship programs boosts the institution’s image and outreach.

As a result, creating dedicated alumni relations teams, formalized programs, and personalized communication strategies can help improve marketing outcomes.

Lastly, alumni involvement enhances student recruitment and builds long-term loyalty and a strong network of supporters, contributing to the institution's success.

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