Be There! Communications Plan
OBJECTIVE –
Build maximum attendance at 40th Reunion.
Develop broad understanding
of 40th Reunion as a special opportunity to renew and develop friendships with Dartmouth
classmates and spouses.
Generate awareness of variety of intellectual, sports and social
activities.
Continue to build the emotional connection with Dartmouth.
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