Hopkins Possible
Creating Community for Hopkins Alumni
When you get a call or email from your alma mater, your first thought is usually, “They must be asking for money.” Johns Hopkins University’s Department of Alumni Relations (DAR) knew this all too well and recognized it was a barrier to alumni engagement. After years spent at one of the top universities in the country, their alumni didn’t want to feel like just another name on a call list—they wanted to be appreciated for their time and contributions. That’s where we came in. DAR asked us to create a new brand, landing page, and digital campaign that would ignite Blue Jay pride and inspire alumni to stay involved in ways that go beyond just financial giving.
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Flock Up
To kick off the project, we teamed up with Edge Research to dive deep into understanding the Hopkins alumni community and develop a strategic plan to bring them together. With this insight, we created a comprehensive brand guide, aligning the internal team around a fresh and unified identity. Our campaign strategy leveraged LinkedIn, Google and Programmatic Display, Facebook, Instagram, and email to spread the word about how alumni could get involved. We also provided DAR with a digital toolkit to support ongoing and future marketing efforts. Everything led to a sleek, user-friendly landing page that encouraged alumni to connect through events, mentorship opportunities, and more.
