Things Change Address Update Campaign

Strategy & Messaging

In an effort to reduce the number of lost alumni and alumni with a missing email, I developed an address update campaign.

Using images from NYU’s yearbooks and contemporary NYU images, the messaging emphasized how things have changed since alumni were in school. Messages were targeted for each decade, providing specific messages to users who are one to five-years, 10-years, 20-years, 30-years, 40-years, and 50+ years out.

Alumni received emails that automatically pulled their current address information into the message, populated the update form with their current details, and automatically pushed updates to their profiles. This streamlined process made it simple for alumni to update their contact details.

Results

This campaign resulted in more almost 5,000 address updates, nearly 300 of which took place in the first hour.