RISD Weekend
Alumni Reunion + Parents Weekend at the Rhode Island School of Design
Event Coordination | Email and Social Media CRM | Registration | Content Creation | Student and Volunteer Recruitment
The Challenge
This annual October event features 3 days of engaging programs for the RISD community to connect with students, faculty and staff; explore the RISD Museum and galleries; attend presentations and workshops; visit Open Studios; stroll the popular RISD Craft art sale; and celebrate everything that makes RISD unique. Developed by the Alumni Relations office with contributions from Career Services, Academics, and more, RISD Weekend is the school’s most defining weekend experience and attracts thousands of visitors to the campus annually.
The Approach
Christina matched the institution's brand voice and design style on all of Alumni Relations’ digital marketing platforms. She built, segmented, and launched a series of email campaigns to various audience types, and integrated targeted social media and event blog content. She managed attendee pre-registration while providing quick and professional customer service. To increase cross-departmental investment and boost brand visibility on campus, Christina enlisted and directed a league of Student Ambassadors to act as tour guides, lead demos, and provide assistance during the art sale.
The Results
A major brand refresh in 2016 and investment in targeted marketing towards reunion class years and affinity groups increased participation rates in all RISD Weekend events by over 25%. Christina led the Student Ambassador program, training and supervising more than 70 students from all departments, imbuing a diverse, youthful, and welcoming experience for all guests. Christina’s love of in-depth post-mortem event analysis, iteration, and collaboration ensured fresh programming year after year.
