Class of 65's 45th Reunion

Reunion Communications Plan & Program DARK

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Class of 1965: 40th Reunion

 

Be There! Communications Plan

 

 

Objective – Build maximum attendance at 40th Reunion.

 

  1. Develop broad understanding of 40th Reunion as a special opportunity to renew and develop friendships with Dartmouth classmates and spouses.
  2. Generate awareness of variety of intellectual, sports and social activities.
  3. Continue to build the emotional connection with Dartmouth.
  4. Provide context and support for class fund raising initiative.

 

Tactics

 

Coordinate communications in class newsletter, alumni magazine and class Web site.

         Newsletter (Bob Murphy)

o        December: include Reply Postcard #1

o        January: text due 12/2

o        April: text due 3/28

 

         Alumni magazine (Ken McGruther)

o        February: text due 12/2

o        April: text due 2/21

 

         Web site (Mike Gonnerman)

o        January: graphics and text due 1/3, include:

         Event schedule

         Post Response listings

         Reunion committee

         Email gizmo: message campaign w/ friends

         Establish link with Hanover Web site

o        Winter/Spring: continue updates

 

Create and maintain Attendee Email Address Book

         Send periodic updates (“Hold’em strategy”)

 

Send Invitation Letters from reunion leadership (Roger Hansen/Pete Frederick)

         Letter #1 w/ Reply Postcard #1: mail 12/10

         Letter #2: mail 2/15

         Letter #3: mail 4/11

 

Utilize information from spreadsheet w/ interest & intent (Pete Frederick) in communications materials and on Class Web site

 

Coordinate message with Reunion Giving (Ed Keible)

 

Ask Jim Hamilton for a drawing w/ caption (Letter #2)

 

Send an early tchotchke item with event logo to all classmates (defined as a “cheap showy trinket” in advanced marketing circles) in Letter #2

 

Telephone/mail campaign based on affinity groups

 

Idea: Old photo collage as leadership Letter #3 enclosure/Class Web site item

 

Idea: Consider email message campaign (contact your friends) via Class Web site

 

Idea: Do something with a John Sloan Dickey quote

 

 

Timetable

 

 

November 26                            Forward First Letter/Postcard Text to Hanover

 

December 1                              Newsletter: Basic info to Bob Murphy

 

DAMagazine: Basic info to Ken McGruther

                                               

Class Web site: Basic info to Mike Gonnerman

 

December 2                              Info text for January Newsletter to Bob Murphy

                                               

Info text for DAM February to Ken McGruther

 

December 10                            Reply Post card #1 into current Newsletter (Hanover)

 

                                                Letter #1 and Reply Postcard #1 Mailed

 

December 30                Web site development

            Event schedule

Post Response listings (source for All Other communications)

            Reunion committee

                                                            Email gizmo: message campaign w/friends

 

January 15                                Establish 65 Reunion Web page link

 

                                                Coordinate with Reunion Giving (Ed Keible)

 

                                                Telephone/mail campaign w/ affinity groups

                                                            Crew:                Bill Webster/Rick Davey

                                                            Ski:                   Dick Durrance

                                                            Rugby:             Steve Fuller

 

Track spreadsheet w/ interest & intent (Pete Frederick)

 

Post Responses on Class Web site (Mike Gonnerman)

 

February 15                               Letter #2 w/ updated schedule/registration form/teaser

 

                                                Create Attendee Email Address Book

 

                                                Send email Update #1 w/ tentative schedule

 

February 21                               Draft info text for DAM April

 

March 28                                   Draft info text for April Newsletter

 

April 11                                     Letter #3 w/ updated schedule + old photo collage