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CHALLENGE
CSUF’s College of Business and Economics recognized that alumni engagement could not rely on occasional outreach or disconnected events alone. While the college had a strong alumni network, leadership saw an opportunity to create a more intentional and long-term strategy for strengthening relationships after graduation.
The challenge was understanding how to maintain meaningful alumni involvement as graduates moved into different career stages and life priorities. The college needed a clearer framework for how to communicate with alumni, increase participation, strengthen alumni identity, and create more consistent engagement over time.
SOLUTION
Fratzke partnered with CSUF to develop a research-informed alumni marketing and engagement strategy designed to strengthen long-term alumni relationships and improve engagement efforts across the college.
Key initiatives included:
- Conducting stakeholder interviews and guided ideation sessions
- Leveraging alumni research and audience insights to inform strategy
- Developing alumni personas and audience segmentation
- Creating strategic engagement pillars and messaging frameworks
- Building channel-specific marketing recommendations and KPI frameworks
- Delivering a prioritized action plan and multi-year engagement roadmap
Rather than creating a one-size-fits-all marketing plan, the strategy focused on building more meaningful alumni experiences throughout the alumni lifecycle.
RESULTS
Our partnership gave CSUF a clearer roadmap for strengthening alumni relationships and creating more consistent long-term engagement with 35 unique initiatives across 6 key focus areas. Leadership gained a more structured framework for aligning alumni marketing, outreach, programming, and development efforts around shared goals.
The strategy also provided actionable recommendations for improving communication, increasing participation, and creating more personalized alumni experiences. Beyond the immediate recommendations, the project established a stronger foundation for future alumni engagement and growth initiatives.
