CASE STUDY
Creating an Executive Alumni network to extend value and deepen relationships
NFP’s People & Talent division had a unique asset: a powerful network of c-suite executives who had previously engaged with the business through its Executive Outplacement and Executive Coaching services.
These individuals, many of whom had gone on to influential roles across a wide range of sectors, represented more than just successful programme completions. They were potential advocates, collaborators, and future clients.
We identified an opportunity to bring these leaders back together — not with a transactional follow-up or email update, but through a carefully curated Executive Alumni Network that would reflect the calibre and ambition of the people it served.
OUR APPROACH
As NFP’s embedded fractional marketing lead, we worked closely with the People & Talent leadership and internal events marketing team to shape and deliver the programme from concept to first event.
Here’s how we brought the vision to life:
Originated the idea of launching an Executive Alumni Network as a relationship-led extension of NFP’s coaching and outplacement services
Shaped the event theme and narrative, positioning the programme around shared experience, leadership growth, and meaningful peer connection
Collaborated with NFP’s in-house marketing and events teams to develop the campaign strategy, comms plan, and promotional assets – ensuring every touchpoint aligned with the tone and intent of the initiative
Sourced and secured a premium venue that matched the audience – a distinctive, design-led space that created the right environment for relaxed networking and high-quality conversation
Curated a thoughtful guest experience featuring wine, canapés, and respected rugby professionals as guest speakers – balancing inspiration with informality
THE IMPACT
77 senior leaders registered for the inaugural Executive Alumni event — with strong turnout and positive feedback on the experience and intent of the programme
Positioned NFP as a long-term leadership partner, beyond the original coaching or transition support
Created a new, relationship-driven touchpoint that supports advocacy, referrals, and future commercial engagement
Established a replicable format for future alumni events — blending content, community, and experience in equal measure
This wasn’t a generic networking event. It was a strategic move to deepen trust, extend value, and keep senior leaders meaningfully connected to NFP.
