Reimagining the identity of a heritage alumni association
The Challenge
Ashford School were looking to refresh their alumni association (the ASA). They wanted to revisit the look and feel of the Association, alongside its value proposition, to ensure that it created a sense of inclusion, and provided clear value to alumni of all ages and locations. In the research that we conducted at the start of the project, feedback showed that whilst the majority of alumni engaged with the ASA and it had many positive connotations, there was the opportunity to modernise its relevance and appeal, better reflect the demographics of the school and provide greater clarity on its purpose.
The Approach
I was engaged to lead a vision setting workshop aimed at addressing these challenges by gathering direct feedback from alumni and ideating solutions. The workshop was structured to first analyze the issues raised by alumni and then generate new ideas for how the ASA could evolve in both its offerings and its identity. The session began with a deep dive into pre-workshop survey results, where alumni identified the primary barriers to engagement. Building on this understanding, workshop participants worked to align the ASA’s value proposition with alumni expectations. This involved brainstorming new ways the ASA could better serve its community, from offering more varied and geographically inclusive events to creating mentorship and networking opportunities for alumni across industries.
Rebranding was another major focus of the workshop. Participants explored new names and identities that would help re-energize the association and appeal to a broader audience. Finally, each group presented a name and concept that conveyed a more dynamic, inclusive, and future-focused association, aimed at creating a strong connection between past, present, and future alumni. The workshop also sparked discussions about specific initiatives to increase alumni engagement.
The Results
By the end of the workshop, the ASA had a clear roadmap for revitalizing its offerings. The ideas generated reflected a strong desire for a more inclusive, modern, and vibrant association that better met the needs of its alumni. The next step involves testing these ideas with a broader group of alumni, before finalizing the renewed approach. This workshop laid the foundation for fostering deeper connections with alumni, while staying true to the ASA’s mission of maintaining lifelong ties to the school. With a refreshed identity and new initiatives on the horizon, the ASA is poised to become a more engaging and valuable resource for its alumni network.
“We were thrilled to have Emily on board to help guide us through, what seemed at the time, a complex and bewildering mission to revitalise our alumni association and community.
From the initial communications, it was clear that Emily completely understood what we were aiming to achieve. It was reassuring to be working with someone who could quickly and easily wheedle out clarity and simplify the job at hand. Emily is able to strike the perfect balance between taking the lead with her exceptional expertise, while not overtaking - we were certainly along on the ride together. Her approach is wholly collaborative, respectful, and positive.
During the workshop, we were in safe hands. Emily’s confidence and calmness was all the more valued when the inevitable curveballs, tech crashes and agenda adjustments were required, resulting in a seamless and enjoyable session for all involved. The de-briefing and reporting following the workshop were quick to receive and easy to navigate, with clear next steps and care taken to ensure we were happy with the onward direction. We achieved so much more with Emily than I could ever have imagined going it alone.”