Targeting
Sometimes to connect with people online you must get their attention through an offline channel first — which is exactly what
Pennsylvania’s Rosemont College did when looking to increase traffic on its Facebook® page.
The private college sent 900 personalized postcards and a series of e-mails inviting recent graduates to a weeklong virtual party on Facebook aimed at reengaging alumni and encouraging future financial support.
The effort pitted graduating classes against one another to see which could contribute the most. It also boosted Rosemont’s
Facebook friends by a whopping 587 percent, says Christyn Moran, Rosemont’s vice president of college relations.
Moran adds that follow-up postcards with personalized URLs were sent to grads not in attendance so they could still connect with the college. — Christine Hansen,discover magazine, volume 6, issue 2, April 2010
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