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CASE Europe Annual Conference 2024
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9:30 AM - 10:30 AM GMT
To affinity and beyond: getting closer to alumni through faculty-based engagement
It can be challenging to capture the attention of our alumni audiences. In a ‘show-me-you-know-me’ era of personalisation, nurturing affinity at faculty level just might make the difference.
Faculty-based alumni engagement initiatives consider the unique experiences of smaller cohorts of graduates to personalise, encourage involvement and meet strategic priorities. But we can’t do it in isolation.
This session explores the University of Edinburgh School of Chemistry’s journey to creating a faculty-based alumni relations programme, with examples of how close collaboration with the central advancement team amplifies alumni successes and adds value to the graduate experience.
Speakers: Kerry Balkwill, Alumni Relations Marketing Officer, The University of Edinburgh School of Chemistry, Orla McColm, Alumni Advancement Co-ordinator, Schools and Colleges, The University of Edinburgh
9:30 AM - 10:30 AM GMT
Scaling Up: Erasmus University's Journey to Data-Driven Alumni Engagement
Join the data-analytics team of Erasmus Alumni Relations Team as we deep-dive into automating and digitalizing our alumni engagement efforts and initiatives. In this session we will share our story of how we implemented various volunteering-related automations and alumni customer journeys in our CRM system that enables our team to effectively engage with our global alumni community. At the end of this session you will have learned how we tackled this project and what it took to implement digital innovation processes within alumni relations. We aim to inspire you to do the same.
Speakers: Léon De Vos, Stakeholder & Prospect Engagement Officer, Rotterdam School of Management, Erasmus University Rotterdam, Han Hu, Data Analytics and Research Officer, Erasmus University Rotterdam
9:30 AM - 10:30 AM GMT
#ExtraordinaryEdinburgh – How we co-created our first University-wide marketing campaign
A lot of universities operate on a devolved model with marketing and communications staff dotted throughout the institution. But how can you build a campaign that everyone can confidently execute and still have the desired impact on your objectives?
Heather MacBain, Head of Marketing at The University of Edinburgh (UoE), will share the process of campaign governance, audience insights, creative development and staff engagement as part of the new co-created #ExtraordinaryEdinburgh student recruitment campaign.
Come and join a discussion about lessons learned and considerations when building a campaign that has longevity and is integrated into your brand DNA.
Speakers: Heather MacBain, Head of Marketing, Communications and Marketing
9:30 AM - 10:30 AM GMT
Can your operating model deliver what your institution needs, even in these turbulent times?
Can you deliver bankable success for your institution, even as the world, education, and economic context gets more and more challenging? And can you persuade decision makers to focus on the true priorities, rather than symptoms of dysfunction?
Recruitment, Advancement and wider Marketing functions need to be consistently successful in a highly turbulent environment. A fit for purpose operating model is essential to deliver this success, but all too often pressure is put on teams to tackle symptoms of issues rather than root causes, or to simply ‘do more with less’.
Explore this challenge through a case study from the University of Leeds. Together Martin and Antonia will unpack the challenges and opportunities all institutions face, drawing on their experience of working together to strengthen the operating model for Marketing at Leeds.
Speakers: Martin Holmes, Marketing Director, University of Leeds, Antonia Instone, Director, Nous Group
1:45 PM - 3:00 PM GMT
Midweek Plenary - Presidents' Panel: A Leadership Conversation
In this session, you will have the opportunity to hear from a panel of institutional leaders with experiences in different institutional settings and contexts. The conversation will explore the insights they have gained through their leadership experiences and the opportunities and challenges they anticipate for the educational sector.
Speakers: Sue Cunningham, President and CEO, Council for Advancement and Support of Education, Josette Bushell-Mingo OBE, Principal, The Royal Central School of Speech and Drama, Tim Jones, Vice Chancellor, University of Liverpool, Edith Heard, Director General, European Molecular Biology Laboratory (EMBL)
3:30 PM - 4:30 PM GMT
The head and heart of storytelling: find your place on the storytelling spectrum
Every story is different.
Every storyteller is different too.
You might write with your head like Simon: drawing upon tools, techniques, structures, plotting.
You might write with your heart like Emanuel: trusting your feelings, emotions, instincts, improvisation.
Both approaches have their strengths. Once you recognise your favoured approach, you can lean into those strengths to keep your creative blocks at bay.
Better yet, you can partner with somebody who favours the other approach for winning creative collaborations. Together, you will craft stories that will engage alumni, attract donors, recruit students, inspire volunteers, and retain staff.
Storytelling is a spectrum.
Speakers: Simon Fairbanks, Higher Education Professional
3:30 PM - 4:30 PM GMT
Advancing advancement with portfolio careers: pursuing trusteeships, volunteering and side gigs to create a fulfilling career.
Join this session to learn how voluntary roles can enhance your career progression by helping your grow your knowledge, strengthen your influencing skills, and develop strategic thinking, and how they connect you to a diverse community of peers and professions.
The panel will share their personal experience of voluntary, pro bono and freelance roles, including volunteering with CASE and portfolio work that complements professional growth and has the potential to generate an income stream. They will reflect on how they support colleagues to pursue volunteering and complementary interests for professional development, finding the right values-aligned opportunities, and balancing it with the day job.
Speakers: Marnie Middlemiss, Director of Philanthropy & Alumni Engagement, University of Brighton, Tracy Playle, CEO and Chief Content Strategist, Pickle Jar Communications Ltd, Kenon Man, Deputy Director of Student Recruitment and Marketing, Imperial College London
3:30 PM - 4:30 PM GMT
Donors love volunteering too: alumni volunteering programmes as donor stewardship opportunities
Alumni volunteering programmes and fundraising opportunities are all too often very separate entities. But what if you could use your volunteering programme to engage and even steward your donors and prospects as a key part of their supporter journey?
We will share how we do this at Manchester, our biggest wins and how what we’ve learned has now shaped the way Alumni Relations and Fundraisers are working together.
After hearing from us, we will invite the audience to join small groups to share your stories and best practice.<
Speakers: Leah Southern, Faculty Alumni Officer, The University of Manchester, Miriam Cadney, Faculty Alumni Officer (Science and Engineering), The University of Manchester, Katy Simpson, Faculty Alumni Officer (Humanities), The University of Manchester, Olympia Kennard, Philanthropy Manager, The University of Manchester