EU Business School’s alumni network lacked a cohesive identity. Engagement efforts were fragmented, and alumni stories existed as isolated successes rather than as part of a shared narrative.

Alumni Stories 360 was developed in 2018 as a narrative sub-brand designed to permeate the institution rather than sit alongside it. The strategy treated alumni stories as a connective system — shaping how the network presented itself across communication, programming and institutional moments.

The 360 framework allowed the narrative to surface consistently across platforms and touchpoints: alumni engagement, editorial content, speaking series, graduation moments and institutional publications. Rather than operating as a campaign, it functioned as an organizing logic that embedded the alumni narrative into the life of the school.

This approach reframed alumni not simply as outcomes, but as a living extension of the brand — emphasizing continuity, relevance and real-world progression. In 2022, the Alumni Stories framework also became the foundation for the school’s employability report, establishing a recurring, narrative-led asset published annually.

When EU Business School was acquired by Omnes Education in 2022, the strength of the alumni brand was cited as one of the strategic pillars supporting the decision. The Alumni Stories strategy — including its naming and framework — was subsequently adopted across other institutions in the network.

By 2023, Alumni Stories 360 became the theme of EU Business School’s 50th anniversary, cementing it as a long-term narrative system rather than a one-off initiative.