Transforming the Alumni Association of the University of Michigan

We came together as a small in-house team tasked to overhaul their image with a market-driven approach to better connect the nation’s largest alumni body.

The organization comprises a family of diverse sub-brands, from operating a boutique travel agency to running a scholarship program, all acting independently but with the same mission. Our team’s first task was to develop an initial brand identity and then work through each program pillar.

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OLA

The Alumni Travel Program

The Alumni Travel Program is paramount to the organization's success as the only revenue-generating program. Reimagining the offerings and presentation resulted in a 212% increase in unique web traffic and a 26% increase in revenue.

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CRM Trip Promotions

**Accent on Africa**

Take a relaxing sail off the coast of Southern Africa where the seafood is bountiful, the beaches are golden, and the water is warm. You’ll visit several coastal cities on this trip from Walvis Bay to Maputo and become acquainted with the diverse cultures of the region. Cape Town will act as your anchor point, where you will arrive and depart from.
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2020_Travel_Core_Collection_Patagonia_Email_700x350.jpg — **Patagonia Explorer**

You’ll hike into the beautiful Patagonian mountains overlooking glaciers and untouched landscapes. The Strait of Magellan, once the only passage from Atlantic to Pacific, is now your ticket to see penguins, sea lions, and other wildlife unique to this region. Cultural excursions and learning opportunities will also be plentiful from the glacial museum to exploring the bohemian La Boca district of Buenos Aires. A Chile trip wouldn't be complete without a visit to an estancia to watch cowboys and sheepdogs work on the ranch.
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Alpaca trip header.png — **Machu Picchu & Galapagose**

Pack your bags for two incredible experiences on one trip, the mountain top fortress of Machu Picchu and the Galapagos Islands. You’ll have an opportunity to explore the lost city during an off-hours tour without the crowds. Before departing the mountains, take in the sights and learn about the Sacsayhuaman fortress as well as the Ollantaytambo ruins.
Your trip concludes in the Galapagos Islands where you’ll learn from conservation experts and see first hand how this unique environment inspired the works of Charles Darwin. The Galapagos National Park and naturalist walks on the islands provide plenty of opportunity for getting up-close with the wildlife.
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The Alumni Career Program

Offerings for career support had been rebuilt from the ground up, along with the program’s tone to reach current students and recent grads in more relevant ways.

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Career_Email_700x350_V2_#6 Career-Trek.jpg — Career Trek

“It’s not what you know, it’s who you know” couldn’t be more true. Luckily, through the Alumni Association, you have support from over 600,000+ Michigan grads. With offerings like Career Trek, the Alumni Career Program leverages your connection to Wolverines across industries to give you a tour and have alumni share their experiences at top companies. After taking a tour, you’ll meet other alumni who work there.

Career_Email_700x350_V2_#8 Career-Coach.jpg — Career Coaches

We all need someone in our corner, whether it’s someone to review your resume and offer advice, or someone to train in negotiation tactics. So no matter what stage of your career you are in, assistance from one of our partnered career coaches will help you get an edge and bring clarity to that next step.

Career_Email_700x350_V2_#13 Vault-Library.jpg — Library Resources

Thanks to a partnership with the University of Michigan’s Library, your member exclusive access to academic resources is available after graduating. Vault gives you the inside scoop on working at individual companies and industries, while ProQuest and Project Muse offer up white papers and scholarly journals. Take a look today and see what is available to keep you in the know.

The LEAD Scholarship Program

After the 2006 passage of Proposal 2 in Michigan, many factors could no longer be considered in the admissions process. The following fall saw one of the least diverse freshman classes enrolling on the Ann Arbor campus in recent history. Private scholarship support for diversity was also significantly affected by Proposal 2 because the University could no longer accept donations for race or gender-specific programs.

Acting separately from the university, the Alumni Association established the LEAD Scholars Program to support the traditions of Leadership, Excellence, Achievement, and Diversity of the University of Michigan. This merit-based scholarship is available to accepted minority students to help the best and brightest make their way to Michigan.