Are Alumni the Key to Higher Ed Success?

The importance of “the alumni network” is a recurring theme lately, coming up everywhere from college admitted student day presentations to a discussion in my personal book group about which college to pick.

Just a few years ago, the enrollment conversation focused on academics, campus life, and distance from home. At a recent admitted student day I attended, the success of the alumni body, the size of the alumni network, and access took center stage. While campus experience and academics continue to be talking points, the vitality of the alumni network is now a key differentiator. 

So, if alumni play such a vital role in the success of their alma mater, why are communications—primarily the magazine—once again under scrutiny for cuts? Shouldn’t the strategy focus on strengthening those connections rather than diminish them? 

Beyond Enrollment

In the Forbes article, “The 60-year Degree,” David V. Rosowsky, senior advisor to the president at Arizona State University argues that, “Universities must stop treating graduation as an exit interview and start treating it as an entry point into a 60-year partnership during which the institution commits to standing shoulder-to-shoulder with its alumni to navigate rapid changes—in career and life—and arm them with the needed skills, new knowledge and strategies to meet them.”

The article’s main thesis is that education must extend beyond the four-year burst—and that alumni reunions are not enough. As the author notes in conclusion, “In the 21st century, prestige will be measured by the impact and duration of a university’s relationship with its graduates.”

My takeaway: Now is the opportune time for marketing teams to create a content strategy and storytelling plan that keeps alumni engaged and informed. The alumni magazine is an integral part of that plan.

When we redesigned Bowdoin magazine the curious, lifelong learner was at the center of the editorial plan. Standing columns, “Did You Know?,” “Dine,” and “Here” were designed to engage the reader in knowledge, activity, and conversation.

For the redesign of Georgetown Business our partners from Dog Ear Creative developed a plan that included, “Landing the Interview,” a Q&A between a student and alum; “Six Degrees,” an infographic mapping a person’s connections; and profiles that outline an alum’s professional journey, “My First Job,” “My Shot,” and “Pivot.” 

Recently, the magazine hosted a Webinar, “The City of Tomorrow: Reimagining Urban Life,” hosted by Matthew Cypher, Atara Kaufman Professor of the Practice and director of the Steers Center, who led a conversation with a panel of alumni to discuss the cities of tomorrow. A condensed version of the conversation will be published in the spring issue of the magazine. Not only did Georgetown Business tap into their alumni for expertise they offered an education service.

Teresa Mannix, Associate Dean and Chief Marketing and Communications Officer at Georgetown University McDonough School of Business, notes that one of the primary goals of the magazine is to keep the community informed. Extending that role beyond the print is part of the content strategy.

Maintaining the Network

Beyond simply keeping alumni informed, communications must keep them engaged with the community. 

While some schools are seeing less engagement with Class Notes, magazines like Yale, Middlebury, and Harvard continue to publish extensive Class Notes sections, even segmenting their magazines—or like Williams, producing a separate publication. When these communities are on Facebook and LinkedIn, why do Class Notes still matter? Why is it some of the most desired content? Because people want to be connected with their alma mater, and their classmates specifically. They want to be members of a unique network that not only connects them to the past but sustains them in the future.

A Focus on Reputation

A key aspect of the alumni network is reputation. From our experience, reputation is the driving factor for magazine redesigns and storytelling campaigns. Schools use these channels to better inform their communities about what they do and what makes them unique. 

We are not the only ones noticing this shift in priority. In the recent Simson Scarborough survey, “The Higher Ed CMO Study,” 47 percent of marketing leaders cite reputation as their top measurement priority with awareness at 39 percent. 

Stronger Connections

With alumni networks being a key differentiator, how can communications—the magazine, specifically—strengthen alumni networks, build reputation, and become an integral component of the school’s success?