University of Michigan
Football Tailgate Campaign
Overview
As a part of the Office of Development at the University of Michigan, the goal is always to engage with existing and potential donors through offering them events on campus. Football season consists of several of the biggest events we coordinate, offering tailgates for donors and staff alike to come connect and enjoy their time in Ann Arbor. To invite and register our guests, the event platform Cvent is used to send communications and drive registrations.
My Role
Lead the design and marketing campaign(s) for 2023-24 University of Michigan donor-focused football tailgates. A focus on user experience and clear communication lead to an average of 1,000 registrations per tailgate, including the 2023 Rose Bowl and National Championship.
Understanding user experience based on registration paths
Prior to fully building out registration sites and focusing on aesthetics, it was essential to map out the separate event builds needed, as well as the registration paths needed within each build. This was a critical step as invitations were going to different groups, consisted of different tailgate offerings, and did not always include game tickets with registration.
The registration process
The registration process varies depending on the individual guest, but below is a general outline of what a typical user might see when signing up.
Note: These are snippets of content and may not show the full page.
Attendee information
Tailgate and ticket selection
Registration summary
Responsive design
Our audience varied in age and digital skillset, which made it important to have the registration process easy to view and understand across a variety of digital devices.
