Design firm developing strategic marketing plan for alumni association

November 12, 2007--Sametz Blackstone Associates, a Boston-based consulting firm with numerous area non-profit and higher education clients, is completing a branding, marketing, and design program for the Tufts University Alumni Association (TUAA).

Their work will produce a fresh, creative, and thoughtful approach to effective alumni outreach, said Costa Nicolaou, A00, chair of the TUAA Marketing Committee, which is overseeing the project.

“We have long needed cohesion and coherency in how we communicate with alumni,” said Nicolaou. “We also have to be seamlessly integrated and innovative, both in print and digitally. At the same time, we want to respond to the diverse needs and expectations of more than 90,000 alumni. Given this tall order, we must be truly strategic about communications. Additionally, our investment in market research is helping us discover what resonates with alumni. We’ll use this information as we develop, deliver, and promote programs and services to suit alumni needs.”

Tim Brooks, director of alumni relations, added that the process is a “true team effort” between alumni volunteer leaders and the Office of Alumni Relations staff. In addition to Nicolaou, committee members Esther Rudis, G74; Tom Yocky, A71; Caryn Pawlinger Seligman, J92; and Anne Palmieri, J78, are working closely with Brooks, Mini Jaikumar, associate director of alumni relations administration, and Laura Ferguson, associate director of alumni communications and marketing.

“It’s been great to have alumni and staff come together to shape this new communication program,” said Brooks. “Alumni and staff share aspirations to improve alumni engagement, and all of our diverse experiences give us the advantage of a broad and practical perspective about how to move forward.”

TUAA began looking closely at communications two years ago with a comprehensive alumni survey by Kane, Parsons & Associates. That data provided the foundation for the Sametz Blackstone project, which was launched in July 2007.

Phase one of the project included qualitative research and an audit of current communication and marketing tactics. In November, research continued with a web survey of alumni attitudes and beliefs.

Phase two, commencing in January, involves creating a framework for effective integrated communications as the firm creates the “building blocks” shared by print, digital and interpersonal communications. These elements -- color, typography, design gestures, formats, and imagery -- will build a consistent image across all media.  

Sametz Blackstone was selected after a thorough review process. Their academic clients include Boston College, Dartmouth College, Harvard College Admissions, Lehigh University, MIT Sloan School of Management, and Yale University Molecular Biophysics and Biochemistry.