University of Pennsylvania Making History Campaign
Services:
Comprehensive campaign communications planning and materials
Challenge:
To provide multi-faceted support for the public launch of the University of Pennsylvania’s $3.5 billion Making History campaign.
Approach:
Working from a thorough understanding of Penn’s diverse strengths, its current position in the world, and its vision for its future, we developed messaging and a comprehensive communications plan for the campaign, and created materials to support President Amy Gutmann in briefing sessions with prospective donors during the campaign’s quiet phase. For the public launch, we produced a campaign video that stirred emotions and reinforced campaign messages, while our work on the campaign brochure with a newly formed campaign communications office created an important centerpiece for the campaign. We then worked with nine of the 12 Penn schools to reflect the campaign brand while showcasing each school’s unique personality. To help ensure a successful campaign launch, we developed a separate communications plan for the event and helped coordinate its implementation.
Results:
As of April 2010, the campaign has reached 75 percent of its goal, with more than $2.7 billion raised in a down economy. We have worked with several schools as their campaigns progress on everything from video clips to newsletters and donor reports.
