In 2023, the University of California, Davis's Parent and Family Weekend was re-designed. Based on feedback from a parent survey following the 2022 weekend, we separated the event from homecoming and moved it to a date later in the year, which provided more time between move-in and the Parent and Family Weekend. The event was given new branding, marketing, and focus. The strategy changed from having multiple events a day, each with equal marketing focus, to highlighting one signature event per day, with additional events geared to connect families and students to campus and downtown Davis. Marketing started mid-summer--two months earlier than prior years--so parents could hear about the event during orientation and new-family welcomes and put it on their calendars. This year attendance for Parent and Family Weekend increased 60% over the previous year, our post-event surveys were more positive, and we had greater participation from our campus partners.
From the Judges
UC Davis's entry illustrates successful market research, goal setting based on findings, and action to achieve those goals. Their efficient use of resources and reliance on tried-and-true events tailored to their audience showcases strategic planning. It's commendable how they achieved a remarkable increase in attendance of over 60%.
