Our assignment to build alumni engagement for Georgetown University’s alumni association was framed to address three objectives:
- To explore the drivers of tangible institutional loyalty against a continuum of alumni connection with Georgetown.
- To determine the relationship between attitudes about the University (then and now) and expectations of the alumni experience.
- To understand the role and performance expectations of the Alumni Office in fostering an enduring connection between Georgetown and her alumni.
The Artemis role was focused around a qualitative, computer-assisted facilitation process among alumni selected to represent different schools and classes.
The insights derived from our study led to a proposed tiered engagement strategy to help move alumni from transactional to more emotional and enduring relationships, as well as a recommendation to brand the alumni association as the portal connecting alumni to the institution.