Creating content strategies that traverse the whole student and alumni lifecycle

Kim Donaldson

Alumni Relations and Development Office Director, University College Utrecht

This session explores how to create comprehensive content strategies that engage individuals throughout the student and alumni lifecycle—from prospective student marketing to current student engagement and alumni relations. Underpinned with the theories of lifecycle marketing and customer journey mapping, we’ll explore how to connect your students and alumni through a cohesive lifelong experience. We’ll explore examples from across the sector, looking at how others do this well, touching on personalisation and omnichannel publishing. 

Key takeaways

• Understand lifecycle marketing and how to tailor content strategies to different stages of the student and alumni lifecycle.

• Know how to develop an integrated and personalised approach by creating a unified content strategy connecting marketing, student engagement, and alumni relations.

• Learn from practical examples to help you implement successful strategies in prospective student marketing, student engagement, and alumni relations.

About your speakers

Kim Donaldson (she/her) has been with University College Utrecht for over four years. She directs the Alumni Relations and Development Office and advising the College's Management Team on policy. 

With over six years of experience in higher education and nonprofits, she has held roles in admissions, recruitment, financial aid, marketing, communications, and community relations. Her work developing UCU's Alumni Office and a culture of giving allows her to leverage her skills for a great cause and share impactful stories along the way.

Next to this, as a former high-performance athlete, Kim proudly supports the Olympic movement and contributes to local grassroots initiatives for young females in sports.