Berkeley College aimed to unite its disconnected alumni community through new networking tools and opportunities. A multi-faceted strategy included launching a LinkedIn alumni group that grew to nearly 1,000 members, hosting alumni award events that raised over $3,000, and having an alumni representative provide input into strategic planning. As a result, the alumni network was adapted as the new "Berkeley College Network" and a better alumni strategy was built for the college.

1. Berkeley College Alumni Marketing Case Study

2. Organization – Berkeley College
• Preparing students since
1931 for careers in Business,
Healthcare, IT and more
• Over 8,000 students
• Ranked among the best
schools by US News & World
Report
• Campuses in NY Tri-State
Area

3. The Challenge
Bring Alumni Together
• Unite a disconnected Alumni community to...
– Build a stronger community
– Increase involvement
– Help Alumni find new opportunities in a tough
economy.

4. The Idea
Build and implement the tools and
techniques to…
• Connect Alumni on a professional level
• Provide them with new opportunities
• Unify and empower

5. The Strategy
• Multi-Faceted
– Social Media
• LinkedIn
• Alumni Board Networking
– Events
• Alumni of the Year
– Sponsorships and Planning
– Strategic Planning
Involvement

6. Social Media
• Started a LinkedIn Alumni Group
1. Worked with Alumni Relations Office to invite
database into group
2. Started discussions to increase involvement
3. Directly connected with Alumni to provide a
‘face’ to the Alumni Association
• Build relationships
• Facilitate networking
• Help to uncover new opportunities

7. LinkedIn Group

8. Events
• Built ‘better’ Alumni Events
– Inauguration and Networking events
• Sold ad sponsorships to contacts, both internally and
externally
• Developed Alumni Awards Journal
– Worked with College and Alumni board
stakeholders

9. Awards Journal

10. Awards and Alumni Events

11. In addition
• Participated in Strategic Planning Sessions
– Provided input and direction as a representative
of the Alumni Association
• One of three selected
Defining the
company
mission
Setting company
objectives and
goals
Designing the
business
portfolio
Planning
marketing and
other
functional
strategies
Corporate Level
Business unit, product
and market level

12. The Results
• Close to 1,000 Alumni Reconnected
– Berkeley College adapted the Alumni Network as
their new network
• Now known as the “Berkeley College Network” on
LinkedIn
• Over $3,000.00 raised for the Alumni
Association
– Solely from advertising and sponsorships
• Built a better Alumni Strategy for the College

13. My Role
• Officer
– Berkeley College
Alumni Association

14. My Role
• Ascended from
Secretary to President
– Worked with College
and Alumni Board
Stakeholders to
develop successful
strategies on…
• Social Media
• Networking Events
• Strategic Planning

15. About George Nikanorov
• Over 15 years of B2B and B2C Marketing
and Communications Experience
• Successful track record spanning multiple
industries and verticals
• Recognized speaker and panelist
• Educator and Volunteer

16. Contact Me
gnikanorov@hotmail.com
linkedin.com/in/georgen - @george_n – Twitter
facebook.com/gvnikaorov