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The WWU Give Day Campaign ia an annual 24-hour fundraising initiative organized by Western Washington University (WWU) to support various departments, programs, and scholarships across the campus. Scheduled for May 25, 2023, the event encouraged alumni, friends, faculty, staff, and community members to contribute to the WWU funds that inspired them most.

As part of this campaign, the WWU marketing program aimed to achieve 100 donations that would directly fund need-based scholarships for marketing students, as well as various student and alumni events. The funds raised enhanced networking opportunities, career preparation initiatives, emergency relief for students, and support for the Student Marketing Association.

Role & Responsibilities

As the lead coordinator for the 2023 WWU Marketing Program Give Day Campaign, I spearheaded a comprehensive, multi-channel fundraising initiative that significantly boosted donations and engagement. My key responsibilities included:
Developing and executing targeted social media campaigns for both student and alumni/community audiences across multiple platforms.

• Creating and managing an email marketing campaign to drive awareness and participation.
• Recruiting and coordinating student ambassadors to promote the campaign which increased campaign visibility and donations.
• Conducting outreach to alumni, informing them about the event and encouraging participation.
• Engaging parents and alumni to provide testimonials, enhancing the campaign’s authenticity and impact.
• Served as a student ambassador for the WWU Marketing Program during the Give Day Campaign, utilizing my affiliate link to raise funds.

This campaigned showcased my ability to manage complex, time-sensitive projects while leveraging various digital marketing strategies to achieve fundraising goals and strengthen the WWU marketing community.

Key Achievements & Outcomes

• Fundraised $23,705 from 64 unique donors for the WWU Marketing Program.
• In addition, raised an extra $1,360 based on leaderboard challenges!
• As a student ambassador for the WWU Marketing Program Give Day Campaign, I successfully generated 23 unique donors, 83 clicks, raised $13,265 through my affiliate link by leveraging our department’s outreach and social media channels.
• Achieving the highest number of individual donors across all university programs.
• Ranking as the #5 overall fundraiser in total dollars raised.
• Securing the #1 position among all academic programs at the university.
• Raised $12,000 in need-based Give Day scholarships specifically for WWU Marketing students.
• Funded the social media intern position, which focuses on inclusive community building in the Marketing Program.
• Supported the Student Marketing Association (SMA) with funds for activities such as the annual SMA Case Competition, The Career Launch, professional LinkedIn headshots for members, and networking events.
• Provided financial support to students in need through the Marketing Program Professional Development and Relief Fund, which has disbursed essentials like food, transportation, and textbooks.
• Feedback from community and board members included:
  • “Ed, the student work on Give Day was brilliant!” – Ann Stone, Advisory Board Chair.
  • “I have seen the content, it looks amazing this year!” – Bob Brennecke, Advisory Board Member.
  • “Your department is killing it!!! I saw some of the promo and it’s so heart lifting.” – Sheryl McCrary, former Assistant Director of Annual Giving at WWU.

Marketing Campaign Initiatives

For the WWU Marketing Program Give Day Campaign, I developed a comprehensive preproduction package that served as a strategic roadmap for the event’s execution. Some elements of this strategic plan included:

• Logline: A concise summary of the campaign’s core message and goals.
• Script: Outlined key talking points and narratives for various campaign elements.
• Timeline and production calendar: Mapped out key milestones and deadlines.
• Distribution strategy: Planned the dissemination of campaign materials across various channels.
• Promotion tactics: Outlined methods to maximize campaign visibility and engagement.
• Value proposition: Clearly articulated the campaign’s benefits to potential donors.

Social Media Static & Video Posts

Social media content including scholarship spotlights, student ambassador highlights, donor recognition, and personal stories from students and parents in the Marketing Program to drive engagement and support for the WWU Give Day Campaign.

Webpage Design

Word-Of-Mouth Marketing Strategies

As part of the WWU Marketing Program Give Day Campaign, I developed a strategic alumni engagement initiative focused on storytelling and community connection. I personally reached out to alumni to conduct interviews and created social media content that highlighted their professional journeys, memorable experiences, and the lasting impact of the Marketing Program.

By featuring alumni stories, I aimed to:

• Create emotional connections with potential donors.
• Showcase the program’s long-term value.
• Demonstrate the tangible outcomes of supporting the Marketing Program.
• Inspire alumni to contribute to Give Day.

The campaign leveraged these personal stories across multiple social media platforms, creating a powerful narrative that reminded alumni of their connection to WWU and encouraged them to give back to the program that helped shape their professional careers.

Skills Utilized & Developed

• Strategic planning: Created comprehensive multi-channel fundraising strategies targeting students, alumni, and the community.
• Social media marketing: Developed and executed targeted campaigns across multiple platforms for different audience segments.
• Email marketing: Designed and managed email campaigns to drive awareness and participation.
• Content creation: Produced engaging content for various channels, including alumni interviews and testimonials.
• Project management: Coordinated multiple aspects of the campaign, including student ambassadors and various outreach efforts.
• Storytelling: Crafted compelling narratives through alumni interviews and testimonials to engage donors.
• Community engagement: Mobilized support from students, alumni, and the broader university community.
• Fundraising: Gained valuable experience in fundraising, successfully raising $23,705 from 64 donors while learning effective strategies for future campaigns.
• Leadership: Coordinated student ambassadors and led the overall campaign efforts.

These skills showcase my ability to plan and execute successful digital marketing campaigns, particularly in the context of higher education fundraising.

2022 & 2023 Western Washington University Marketing Program Career Launch & Alumni Holiday Social

The Western Washington University Marketing Program Career Launch & Alumni Holiday Social is an annual event designed to connect current marketing students with alumni and industry professionals. This dual-purpose gathering consists of two main components: the Career Launch and the Holiday Mixer.

Career Launch: This segment provides students with valuable insights from established alumni in the marketing field. Participants engage in small group discussions, gaining tips on networking, resume building, and interview strategies. The goal is to prepare students for their post-college careers by learning from the experiences of successful alumni.

Holiday Mixer: Following the Career Launch, the Holiday Mixer offers a relaxed environment for students, alumni, faculty, and staff to socialize and reminisce about their time at WWU. This informal gathering fosters community spirit and strengthens connections among attendees.

Overall, the event serves as a platform for networking, mentorship, and celebration, helping students feel supported as they transition into their professional lives while allowing alumni to reconnect with the university community.

Role & Responsibilities

As Social Media Manager for the Western Washington University Marketing Program, I played a role in planning and executing this annual event. My responsibilities included:

• Event promotion and registration:
  • Managed social media campaigns to attract alumni and students.
  • Conducted email outreach to boost sign-ups for both the Career Launch and Holiday Social.
  • Personally reached out to alumni to encourage their participation, enhancing engagement and fostering connections within the community.
  • Tracked and analyzed registration data to ensure strong attendance.
• Event planning and logistics:
  • Assisted in selecting the venue and coordinating with catering services.
  • Designed and created the photo backdrop wall for the event.
  • Developed the event timeline and program structure.
• On-site event management:
  • Oversaw event setup, including arranging furniture and setting up equipment.
  • Coordinated student volunteers and managed their assignments.
  • Facilitated the smooth flow of activities during the Career Launch & Holiday Social portion.
  • Ensured a welcoming atmosphere for the Holiday Social.
• Post-event responsibilities:
  • Assisted with event breakdown and cleanup.
  • Collected feedback from attendees for future improvements.

This role showcased my ability to work in complex events, engage diverse stakeholders, and create meaningful networking opportunities for students and alumni in the marketing field

Key Achievements & Outcomes

As the Social Media Manager for the Western Washington University Marketing Program, I successfully assisted in the planning and execution of this annual networking event that experienced significant growth in attendance.

• In the inaugural year 2022, the event drew:
  • Registered: 97
    • 50 students
    • 47 alumni
  • Attended: 112
    • 50 students
    • 62 alumni
• During the second year of my coordination 2023, attendance dramatically increased to:
  • Registered: 118
    • 60 students
    • 58 alumni
  • Attended: 135
    • 60 students
    • 75 alumni
• This represents a 20.54% increase in attendance from our inaugural event in 2022 to the 2023 event.

The event’s success was driven by strategic marketing efforts, targeted outreach, and creating meaningful networking opportunities for marketing students and alumni. By developing personalized communication strategies and leveraging social media and email campaigns, I was able to boost participation and engagement, demonstrating my ability to grow and manage professional networking events.

The Career Launch portion provided students with invaluable insights from established marketing professionals, while the Holiday Mixer created a relaxed environment for relationship building and community connection.

Marketing Campaign Initiatives

Social Media Static Posts

Word-Of-Mouth Marketing Strategies

Implemented a targeted LinkedIn outreach campaign to boost engagement for the WWU Marketing Program Alumni Holiday Social:

• Personally contacted alumni through LinkedIn, informing them about the upcoming social.
• Requested testimonials from past attendees on their event experience and reasons for participating.
• Collected compelling stories on why alumni should join and how the event benefits their professional growth.
• For the 2023 event, solicited anecdotes and memories from the previous year’s social.
• Curated and shared these testimonials and stories across social media platforms to generate buzz.
• Encouraged alumni to share their own experiences and invite peers, amplifying reach.
• Utilized gathered content to create engaging posts that highlighted the event’s value and networking opportunities.

This strategy effectively increased alumni engagement, fostered a sense of community, and boosted registration for the Alumni Holiday Social.

Skills Utilized & Developed

Here’s a list of skills utilized and developed from assisting with the WWU Marketing Program Holiday Social, including public speaking:

• Public Speaking Skills: Enhanced my ability to communicate effectively and confidently in front of an audience during event presentations and introductions.
• Networking Skills: Developed strong networking abilities through direct engagement with alumni and fostering connections within the marketing community.
• Marketing Skills: Gained experience in promoting events through various channels, including social media and word-of-mouth strategies.
• Testimonial Collection: Learned how to effectively gather and utilize testimonials from alumni to highlight the event’s value and stimulate interest.
• Event Planning Skills: Acquired practical knowledge in planning and executing successful events, including venue selection, catering coordination, timeline and attendee management.
• Communication Skills: Strengthened verbal and written communication skills through outreach efforts and collaboration with team members.
• Creativity: Fostered creativity in designing engaging promotional materials and crafting compelling narratives for social media.
• Time Management: Improved time management skills by prioritizing tasks and meeting deadlines throughout the planning process.

These skills contributed significantly to the success of the Holiday Social and will be valuable in future marketing endeavors.