Class
of 1965: 40th Reunion
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