Who loves their alma mater more than the alumni? Nobody. Would the firsthand experience of graduates at various life-points after graduation be valuable to prospective students and their parents? You’d think so. Would it be valuable to enhance the volume of communications from the school? Absolutely. That’s what makes advocate marketing such an appealing idea for higher education.
What is Advocate Marketing
Influitive, a software company, defines Advocate marketing (or advocacy marketing) as a formalized system for making customers happy, and then capitalizing on that happiness to achieve your business’ goals. It’s more authentic than traditional marketing because it’s powered by real human connections. Working together, the organizations work with willing and happy advocates to spread their message to others in the audience. The organization offers advocates assistance and multiple options and tools to reach out, then recognizes them in a variety of fun and meaningful ways. The effect is part gamification, part peer recognition, creating a sense of belonging that advocates crave. While Influitive’s focus has been specifically on the B2B space, the opportunities and benefits of applying this idea to an alumni-base are intriguing.
Prospective Students and Families
Instead of students interacting with a faceless university, advocate marketing could put the friendly face of experience in front of their communications. Matching students with advocates with similar interests and backgrounds can help to solidify the decision for both students and parents. Being able to ask questions and get answers firsthand from those that have been in the same position would prove invaluable in the college decision process.
Alumni and Current Students
Finding new ways to be involved with their university is something many graduates and current students strive for. Rather than just financial contributions, advocate marketing enables them to share their expertise and knowledge. Being able to participate in a meaningful way to tell both their story and that of their alma mater would be win-win. Throw in recognition for the school, as well as helping to make a difference in other’s decision and it’s a can’t lose proposition.
Having an engaged alumni base and a strong corp of incoming students is the foundation for any Universities success. A university advocate can greatly expand the size of the audience that the university can meaningfully communicate. More engaged alumni give more and participate more. Setting that example and communicating it to incoming students sets the precedent that they too could become part of the future success of their school.
The Personal Connections
In an era of personalized everything, advocate marketing represents opportunities for more engagement from alumni with the university and prospective students with both alumni and the university, forming bonds that will lead to increased engagement. More than a community, giving advocates the tools to build stronger bonds cements the relationships between all of the parties involved.
How do you interact with your alma mater? Would you be interested and participate in an advocate program if it was offered?