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Introduction

Corvinus is the highest reputed university in its various fields in Hungary ... Corvinus is the highest reputed university in its various fields in Hungary ...

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Introduction

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  1. Introduction Corvinus University, Budapest Éva Nagy and Róbert Mántó

  2. Budapest • Capital city of Hungary • 1,9 Million inhabitants, 19% population of the country • Divided by the Danube • Has 9 bridges

  3. Budapest: „City to visit, City to live”

  4. Budapest sights

  5. Budapest gastronomy

  6. Budapest nightlife

  7. Corvinus University • 17,000 students • 7 faculties • Corvinus is the highest reputed university in its various fields in Hungary • 160 partner universities

  8. Alumni Association Éva Nagy and Róbert Mántó

  9. Why do theUniversity need an Alumni Association? • Illustrate and enhance the value of a Corvinus University degree • Communicate the University’s key messages to alumni and to the broader community • To give insight to the former students, into the present life of the University

  10. Why do alumni need an Association? • Stay connected to Corvinus University • Build up valuable relationships • Meet people with same field of interest • Organizing group or class reunions • Receive preferment • Belong to a community • Recruit work force

  11. Benefits for Alumni • Free membership • Free Alumni card • Discounts in dormitories ,restaurants,sport centers, shops • Free usage of the library • Jobs (in Hungary and in Europe)

  12. Marketing strategy • Create a comprehensive and consistent online and offline marketing and communications strategy to increase the number of members • Online and offline Introduction • Intensive and interactive communication with members and potential members • Unique and satisfactory services, which are valuable for our possible members • Maintain the financial viability of the association

  13. Online introduction:Recruitment of members • Club website on the university’s server • Target E-mails • E-mails to Corvinus web mail • Ads on IWIW • Banners on business websites

  14. Offline introduction:Recruitment of members • Articles in Corvinus magazines • Advertising on business fairs • Articles in business newspapers • On campus advertising • Ads, flyers • Information desk with video, photo demonstration • Programs, training for students

  15. Enhance communication with high quality IT mechanisms • E-newsletter/Class notes • Computer conferencing • Make a Portal • Online application form for alumni • Online directory • Quick poll • Calendar of the association programs • Personalization • Online events

  16. Make a Portal What is a portal? • “Portal” in Latin translates to a gate orgateway • An internet portal “provides users with broadaccess to an array of internet tools as well as deep access to tools specific to a user’s educational role” (Fickes, 2001) Why a portal system rather than a website? • “When you move from a webpage to a portal, you move from a tool that is institution-centric to one that is user-centric”(Fickes, 2001) • A portal allows userimmediate access to information that is pertinent to their collegiate experience, while at the same time challenging the user to utilize all facets of the module.

  17. Portal

  18. What is a good Alumni Portal like? Content • Up-to-date • Personalized • Enhance the value of the Corvinus University • Increase Alumni pride Implementation • Userfriendly • Have Multimedia interface • Use high quality IT solutions • Have a clear profile • Have a logo

  19. Online registration form • Customize members according to field of interest • Easy to fill out • Example: Alumni for Europe registration form

  20. Personalization • User logon page that members get access to restricted data • Personalized starting page • Consider a breakdown of navigation based on user role (student, alumni member, staff, etc.), • Consider former participation on events or activity on webpage

  21. Online community

  22. Online community • Build network of friends and friends of friends (e.x. Facebook) • Get a @alumni.uni-corvinus.hu forwarding address • Stay connected with alumni e-mails according to interest • Request a Corvinus Alumni Association Membership Card – discount on purchases, services • Online library • Articles • Publications • Newsletters

  23. E-newsletter/Class notes

  24. Promote events online • Club calendar • Upcoming events’ information • Archived events’ information • Online registration form for events • Online payment for events/donations with for example PayPal • Photo Gallery from events

  25. Key focuses in career services • Career development • Networking opportunities • Mentoring opportunities

  26. Career development • Virtual Employment Center • Job-posting service • Alumni can search for relevant employment opportunities at this virtual center. • Alumni-Employer speaker panel • Provides insight into the transaction from school to work. Alumni discuss their own career path and provide contacts with relevant prospective employers.

  27. Networking Industry best practices: • Hungary: IWIW • World: FOAF, Friendster, LinkedIn, Orkut • Recommendations to our system: • Show social relations • Useful for business purposes • Can upload and search CVs • Can help building-up research and business teams • Can help job finding and workforce recruiting • User friendly and multimedia interface LinkedIn provides such solutions

  28. Linkedln and IWIW

  29. Mentor program • To provide current (MBA) students a mentor within the students’ field of work interest. • To provide students with a mechanism for developing and enhancing their networking and organizational skills. • The portal should provide: • Registration and a system which would help the assigning and selection process of the protégés and the mentors • Premium services assigned to the protégés-mentor pair • Large briefcase • Private messaging service • Help synchronizing time constraints of both

  30. Financial Aspects • Corvinus Alumni Association is a non profit organization • Incomes: • Government / EU funds • University funds • Donations • Banners on the homepage • Sponsorship • Merchandise

  31. Financial Aspects • Costs: • Constantly maintain and develop the IT solutions with an IT specialist • Cost of the ads • Cost of acquiring new donors

  32. Keep your donors • Acquiring new donors is expensive: Cost per $1 raised of … • Major gifts in established programs $.05 - .$20 • Renew last year donors - $.10-$.35 • Reacquire lapsed donors - $.20-$.65 • Acquire new donors (phone) - $1.00-$2.00 • Acquire new donors (mail) - $1.00-$10.00+ (University of Michigan Alumni Association) • Monitor yourdonors through the portal, give special rules for the best ones • CRM with the most paying donors, which can be supported with online tools

  33. Solution • A complex, multi-task portal that is easy to navigate and easy to use • Increase the number of users with visibility, high marks for attractiveness, responsiveness, high level of programs, benefits of membership and career services • Educate future graduates about the benefits of the Alumni Club • A versatile system capable of evolving with the changing needs of an important and vibrant institution • Support the system with consistent marketing and communication strategy

  34. Thank You for Your Attention!

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