Holiday Gift Guide (2019)
Summary
VCU Alumni’s 2019 Holiday Gift Guide was launched in November 2019 as a creative way to advertise a variety of discounts and benefits to Virginia Commonwealth University’s alumni, coordinating with various campus partners, at the beginning of the holiday giving season.
Results
The standalone email garnered 7,167 unique opens with 39% of viewers clicking on the VCU spirit category. Across social media platforms, initial posts about the holiday gift guide garnered 5,152 impressions for a total of 10,382 at the end of a three-week push. The holiday gift guide post represented 46% of all traffic to the alumni blog for the months of November and December.
Outside of the communications success, the guide resulted in sales of 53 basketball tickets, 94 recreational sports memberships, three branded luggage sets, two trips to Italy, two holiday ornaments and nine class rings.
