Supersize Your Homecoming

SUPERSIZE YOUR HOMECOMING

SUPERSIZE Your Homecoming

Goal: Highlight strategies for maximizing the value and impact of this important campus tradition

We will discuss: Context Rationale Strategies Examples Your ideas and questions

•Over 20,000 students; 180,000 alumni

•First public university in the State of Illinois

•Over 5,000 students graduate annually

•30% of our students live on-campus

•64% of our alumni live in Illinois

• 56% students are female 44% are male

•Student teacher ratio is 19 to one

•Offer 67 undergraduate programs in over 188 fields of study

•Over 300 registered student organizations

Bloomington-Normal is located approximately 125 miles southwest of Chicago, 155 miles northeast of St. Louis and 64 miles northeast of Springfield.

Home of Mitsubishi Motors, the only Mitsubishi Motors plant in North America; the corporate headquarters of State Farm Insurance, COUNTRY Financial and Beer Nuts; and world-class healthcare institutions including Bromenn Healthcare and OSF St. Joseph.

PopulationCity of Bloomington - 72,416

Town of Normal - 51,716McLean County - 164,209

18% of alumni reside within approximately one hour of campus

•90-year campus tradition•Parade, football game, and alumni reunions over the course of one day or weekend•A series of tasks for a small group of people to execute•Unstudied

Homecoming History

Why We “Super-Sized” Homecoming

• 150th Anniversary in 2007 • Support University marketing

initiatives to manage and tell our stories• Enhance University’s image and

reputation• Showcase exemplary students and

programs • Grow current and future alumni support

Alumni Survey

• A strategic effort to grow loyalty and affinity among current and future alumni• A call to action to show school spirit• Ten days of celebration • A showcase of the best of the University• Virtual and viral• A town/gown collaboration• Studied for continuous improvement

Illinois State University’s Homecoming Today

Discussion Question

What are your goals for using Homecoming to benefit your institution?

How We Grew Homecoming


Used the University’s strategic plan, “Educating Illinois”

Goal 3: Illinois State University will enhance student, faculty, staff, alumni, and community pride in, and allegiance to, the university.

Provide access to, and promote a diverse set of, high-quality cultural, social, recreational, and intercollegiate athletic opportunities for both the University and local communities.

Enhance the institution’s ability to connect to students and alumni and foster creative partnerships among alumni, students, faculty, and staff.

Ensure coordinated and consistent promotion of the University’s contributions, services, and successes to external constituencies.

Increase the recognition of, and appreciation for, faculty, staff, and

student service to individuals, committees, and organizations internal and external to the Illinois State community.


Reframed who was involved• Illinois State Alumni Relations co-chairs• Key subcommittees

• Faculty/Staff Spirit• Student Spirit• Community/Alumni Spirit• Marketing/Homecoming e-experience

• Ad hoc committee - Saturday guest experience

• Intentional recruitment for representation and leadership


Repositioned Homecoming as our largest marketing opportunity – NOT just a weekend in the fall

How We Grew HomecomingImplemented a comprehensive marketing plan

• Partner with University Media Relations• What’s happening• How you can “Roll Out the Red”

• Build systems with University Marketing• Reposition Homecoming as a campaign• Embed in all newsletters• Coordinated texting and social media program• Promotional video and photos available daily

• Grow word of mouth• Giveaway items for our audiences• Social media program to engage action• Tools to invite friends• Community festivals, parades, and farmers markets

• Partner with high-potential departments


Invited community participation• Convened community and business leaders• Promoted local businesses and non-profits• Addressed business concerns• Invited community participation in campus events


Cultivated faculty/staff participation• Faculty/Staff Guide to Homecoming• Campus experiences just for faculty/staff• Encourage colleges/depts. to showcase their own

programs• Encourage faculty/staff to bring their families to

Homecoming experiences• Reinforce the importance students

place on their participation

How We Grew HomecomingInvested in e-Homecoming experiences

• Website• YouTube videos• Online photo galleries• Texting program• Online activities

IllinoisStateHomecoming.com


Leveraged existing programs• Convention and Visitors Bureau tours• Campus Dining “Favorite Recipe from Home”

contest• University speaker series• Alumni Day partnership program with departments• Special campus events (e.g. opening of new alumni

center, notable anniversaries, plays, performances, research conferences, changes in residence halls)

• Campus programs (e.g. recreational hockey, residence hall programs, sustainability initiatives)


Created new, low-cost programs• Campus decorating contest for departments and

offices• Photo opportunities with Reggie Redbird• “Give the Red” blood drive with campus wellness

program and the American Red Cross• Campus Homecoming ambassadors

through wellness program• Redbird Walk business discount program• Interactive campus map


Studied our efforts• Focus groups• Survey• Debriefing with committees• Ongoing discussion with community partners• Annual audit of campus investment in Homecoming

Communicated findings

Made improvements based on recommendations

Discussion Questions

• Transition of key committee members, especially students, is inevitable. How do you plan to bring new representatives on board, ensuring seamless communication and execution of responsibilities?

• You are missing faculty and, ironically, alumni in your committee structure. How might you involve those two audiences in a manner that is respectful of their time and also clearly values their input, while at the same time is productive for you?

2010 Celebration

YouTube Promo Video

http://www.youtube.com/watch?v=oLAaBuusIbQ



Overview of Schedule

October 7-16, 2010• October 7 – Lecture; musical; alumni art show• October 8 – Campus Decorating Contest• October 9 – Reggie Day at Children’s Museum• October 10 – Reggie Day at Zoo; business

window decorating• October 11 – Student BBQ; blood drive; lecture• October 12 – Student teams competition• October 13 – Faculty/staff luncheon; student

carnival• October 14 – Lecture; musical• October 16 – Community tour; Great Urban

Race; scholarship brunch

Faculty/Staff

Students

YouTube Carnival Recap

http://www.youtube.com/watch?v=G8gejGHVFY8



Alumni

Community

YouTube Saturday Recap

http://www.youtube.com/watch?v=BfQO9z6Qh1o



Discussion Questions

What existing campus and/or community programs might you leverage to enhance Homecoming at your institution?

OUTCOMES

Participation Data Examples

• Parade Text Voting – 4,465 (up 205%)• Student Carnival (Wed.) - 2,027 (up

102%)• Alumni Day – 99 honorees from all

colleges and 400 luncheon (up 35%)• 5K – 724 runners (up 25%)• Redbird Walk – 84 businesses (up 18%)• Business Windows Decorated – 59 (up

34%)• BCA Reunion Friday – 169 (up 45%)• Classroom Whiteboard Clings – 3,200

2009 Online Survey Results

• Alumni (31% of respondents)• Very friendly, welcoming • Love the reunions• Need to hold a concert or fireworks Saturday night

• Students (51% of respondents)• More faculty involvement• Include a service project as part of activities

• Faculty/Staff• Saturday night concert• More appearances by Reggie Redbird

• Community• More family-friendly events on Homecoming Weekend• More involvement of Bloomington businesses

Consistent Campus Investment

• Conduct annual audit of campus investment in Homecoming

• Trend data over 4 years

WHAT WE HAVE LEARNED

Lessons• Leverage “What’s in it for me?”• Partnerships matter• Integrate marketing outlets and use them

to encourage action (e.g. invite, watch, become a fan, update your address, text your vote)

• Our audiences will tell their friends• Tell stories of success paired with images

and data to sustain momentum• Planning and documentation are critical• There’s no going back once expectations

are raised

Challenges

• Marketing to off-campus and non-traditional students

• Making Homecoming “green” • Documenting participation in large scale

events such as the parade• Reframing perceptions of Homecoming as

“all about the party” or “all about the football game”

• Continuing to improve the guest experience (e.g. parking, accessibility, and services)

Questions?

Stephanie Epp, Ed.D.Executive Director, Alumni Relations

Illinois State University

[email protected](309) 438-2586

IllinoisStateHomecoming.comIllinoisState.edu

Supersize Your Homecoming

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