The Scene

Microsoft has one of the world’s most influential alumni communities. Connect is the Microsoft Alumni Network’s global summit that reunites former Microsoft employees, sparks new collaborations, and celebrates the shared DNA of innovation that binds the alumni community. The event brings together executives, founders, technologists, and community leaders from around the world.

The Ask

Develop a marketing engine that would drive awareness and registration for both Connect and Power of the Pack. Elevate the brand presence of the Alumni Network and unify the strategy, messaging, and creative assets.

The Idea

Position Connect as the premier moment where the Microsoft alumni community comes alive. Within the summit, create intimate gatherings, high-energy social hours, and champion the leaders who reinforce the Alumni Network’s commitment to leading with impact.

The Strategy

Over six months, the team launched and scaled a global marketing effort—producing original content that spanned video, photo, editorial, email campaigns, art installations, and even an app. The work celebrated Microsoft’s 50th anniversary while spotlighting real alumni who are continuing to make real impact across communities and industries.

The Challenge

Alumni spanned multiple time zones, industries, levels of engagement, and lengths of tenure. Some alumni hadn’t interacted with the network in years, requiring messaging that felt fresh and relevant. Much of the marketing needed to be built from scratch, with tight timelines, a limited budget, and evolving event details.

Why It Works

Clear, compelling storytelling made the summit feel meaningful, not transactional. The strategic sequencing of content built momentum and drove steady registrations. And, the authenticity of the programs fostered deeper emotional connections and community pride.

The Impact

Strengthened the Alumni Network’s brand perception as a vibrant, global, future-focused community, and increased engagement among attendees. Adoption of our event app reached 75%, participation in our event challenges exceeded 30%.

This initiative supported a global expansion of the alumni community, which includes more than 290,000 people worldwide, and served as a model for two additional global summits, which were hosted in Europe and Africa.

Credit

Creative Lead Copy: Melissa Terry

Event Production: Becky Monk

Vendor Management: Patricia Walschots

Design: Tony Barnett

Microsoft Alumni Network,Connect Global Summit