UIAA New Model Membership Brochures
The University of Illinois Alumni Association (UIAA) chose McKenzie Wagner as the agency to launch its new all-inclusive membership model with alumni, students and friends from the three University of Illinois campuses—Illinois, UIC and UIS. Goals for the new automatic-membership model were to expand the base of alumni engagement with all three campuses, and over time, to build philanthropic giving to the organization (to replace dues revenue needed for operations/programs).
MW studied existing research results and conducted stakeholder interviews as the basis for building a marketing and branding strategy to position and to introduce the new model to a number of different segments of the nearly 600,000 alumni base, as well as current students. The established UIAA brand identity needed to be re-invented to more directly appeal emotionally to alumni from each of the three campuses, while still providing a unifying UIAA identity.
To accomplish the goals, MW developed a creative approach and graphic package that made the look and feel for each campus dominant, but also integrated with the UIAA umbrella in a strong secondary position. The family of materials had common elements and consistency to develop a recognizable UIAA identity, but collateral for each campus used the colors, landmarks and imagery of the campus to evoke the strongest emotional response and connection from its alumni.