All club communications should be created with these primary goals in mind:
- Publicize the club’s programs and services
- Build the club’s reputation and recognition among potential members
- Appropriately reflect and support Wharton’s brand identity
It is important to take the time to develop a marketing plan for club programming, asking questions like:
- Who is our audience?
- What is the value we are offering?
- What information is essential?
Your staff liaison can guide you in drafting simple and effective messaging, taking advantage of several available tools.
1. Wharton Alumni Logo/Wharton Club® Name: Detailed information about the appropriate and authorized use of the Wharton alumni logo and Wharton Club® name and trademark can be found here, along with templates and information for ordering branded merchandise. Your staff liaison can provide logo files for stationery and PowerPoint templates. We can also provide information for ordering podium and wall banners and other branded merchandise for use at club functions. The Wharton/Penn logo is designed as a seal of uniformity; the shield and “University of Pennsylvania” tag line MAY NOT be separated. Clubs must use the Wharton alumni logo with the Penn shield/Wharton alumni name on all websites, banners, letterhead, and other materials. Your staff liaison can create a customized version of the Wharton alumni logo for your club. Please contact us to initiate this request.
2. Email and Print Mail Procedures: It is essential to judiciously plan an email strategy to avoid email overload. Communication should be coordinated with website content and print mail. Some specifics to consider for mailings include timing (intervals and frequency) and opt-in/opt-out links or response cards. Never send an email that shows recipients’ email addresses (utilize the bcc: line) and always use a consistent “From” address for messaging members. If you are using the School’s enterprise platform, use the email tool provided by the website. For frequency and format best practices, contact your staff liaison.
3. Newsletters: A great way to create awareness of your club and connect with your members on an ongoing basis is to send a regular newsletter. Newsletters are an excellent tool to highlight upcoming events, feature volunteers, and share club news. Contact your staff liaison for best practices on content, frequency, and formatting, or to see newsletters sent by other Wharton clubs.
4. Survey: It is important to get input from your membership base on club priorities and programming. Surveys should be short and allow users the option to fill out anonymously or include contact information for follow up. Questions should invite the respondents to comment on the club’s successes and areas for improvement, as well as ideas for future events. Your staff liaison can provide samples of effective post-event and general surveys used by other clubs. Please click here for an example survey.
5. Websites: A website is recommended for established clubs to communicate and provide resources to existing and potential members. Wharton provides a free website on our enterprise platform that allows clubs to post events, collect membership dues and event registrations, and send emails. It also connects the club’s membership database to Wharton’s alumni database for ease of sharing and exchanging information.
6. Social Media: Some clubs find using Facebook, LinkedIn, Twitter, and other sites can help publicize events and increase membership. These can be used instead of, or in addition to, a formal website. Contact your staff liaison for best practices and to help you get started using social media. Your staff liaison can advise you on your best option for social media depending on the level of engagement of your club, and our online engagement team can assist in the set up.