brings them together
competition shows power of 'chaos theory' to build alumni
years ago, leaders of the Kellogg-Recanati
Alumni Club asked our members what they wanted in their
organization. They told us they wanted our club's board to
help increase Kellogg-Recanati brand recognition, locally
give our alumni what they had asked for, we decided to provide
each of them with the tools to help enhance the club brand:
quality KR-branded goods we would distribute to alumni attending
then, we have given more than 2,500 KR-branded items —
including t-shirts, sweatshirts, sports bags, beach towels,
camping and beach chairs, key rings, DVDs and umbrellas —to
fund the initiative, we turned to our club's biggest asset
— our alumni — for sponsorship. We quickly learned
that we just had to ask and many alumni will help. As a result,
our "alumni-helping-alumni" culture was born in
2003. Since then, the culture has grown and today more than
40 Kellogg-Recanati alumni have sponsored a total of 65 times,
enabling our club to organize larger and more sophisticated
events where we have given away thousands of dollars worth
of branded items to our members.
like any good marketers, we wanted to know more about our
customers, so feedback proved essential. How were our alumni
actually using these items?
Dan KR-09 entertains Ethiopian children in the northern
shelters during the summer 2006 war.
this question, we launched the Kellogg-Recanati Photo Branding
Competition last summer. First prize: a weekend for two in
the luxurious Hilton Queen of Sheba Hotel in Eilat. Consistent
with our growing alumni-centric culture, the prize was donated
by Ronen Shay KR-01, the hotel's general manager.
challenged Kellogg-Recanati alumni to submit photographs of
KR-branded items being used creatively, worn or displayed
in public places to enhance the club brand. More than 50 photos
were submitted, featuring KR alumni in Israel, the United
States, India, Spain, Vietnam and elsewhere, with captions
ranging from the serious to the humorous.
Oron KR-06 earned the first prize and was presented with
her "weekend in the sun" in front of an audience
of 350 at our "Celebrating 10 years of KR" event
on Dec. 3. Second, third and fourth places went to Ido
Dan KR-09, Ian Leopold '88 and Avi Shai
back, it was the core decision to assess our alumni's needs
that initiated our five-year journey. The journey started
with a comprehensive alumni survey, which in turn generated
a KR-branding initiative. That decision gave rise to our new
alumni-helping-alumni culture, which attracted more volunteers
to the board, enabling the funding and organization of larger
and more sophisticated events. These ambitious events provided
the platform for distributing thousands of Kellogg-Recanati-branded
items — and subsequently the idea for a photo competition
— which resulted in the KR logo proudly displayed on
several continents. Ultimately, this chain of events resulted
in Ayelet being presented with an exclusive weekend vacation
in front of a large audience of alumni peers.
there's an analogy here to chaos theory's "butterfly
effect," where the flapping of a butterfly's wings in
China can, over time, change weather in New York, then the
decision to understand the needs of our alumni was our butterfly
and our recent 350-attendee event was our sunniest day.
leaders: Listen to your customers, develop products to meet
their needs, secure continued market feedback and adjust accordingly.
In doing so, you might even affect the local weather. You
are guaranteed to create a more powerful, and enjoyable, alumni
Ballan, President, Kellogg-Recanati Alumni Club firstname.lastname@example.org