Case Study
EY - building a best-in-class GTM alumni program
Challenge
EY lacked an alumni program despite other Big 4 firms having established alumni network much prior to it. This put EY at a severe disadvantage as many of its alumni were in senior client roles with a potential to direct business to EY’s benefit, were in a position to join EY as potential high quality boomerang hires and were also an ideal community of potential brand endorsers for EY in the larger corporate fraternity. The lack of alumni program impacted the employee exit experience as well, denting its brand appeal among alumni, with zero connect.
Approach
- The Brand, Marketing & Communications function, instead of HR, was tasked with program development and management, designating the alumni program as a GTM program to strengthen and monetize alumni relationships to drive business.
- Enrolment of alumni after augmenting and sanitizing the database was followed by the launch of network with reunion events in Delhi and Mumbai, later expanded to 4 more cities.
- Layered approach saw introduction of alumni website, annual alumni print magazine, bi-monthly online newsletter, online EY brand store for alumni, annual alumni survey and annual thank you week, among others.
- Monetized program by tracking and conversion of open pursuits in entities where alumni could grant or facilitate business.
Result
The program added 14000 members from scratch, established multiple engagement avenues, drove monetization and emerged as a best-in-class program, ranking among top four alumni programs from among 20 other programs across EY global network.
Other Projects
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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