A Game-Changing campaign
Mercersburg Academy needed a communications partner to make a big splash with history-making news — a $100 million gift — and to use the announcement to launch a $300 million campaign.
Long-range media planning developed multiple angles for a cross-section of outlets, from national news services to local TV stations. Collateral and multimedia work began with key-message development, focusing on impact. Next came a campaign theme, Daring to Lead; a graphic identity; and planning. We created a suite of materials that included a “mini-case” brochure, a campaign video, and short, thematic videos. The campaign gained traction online through a microsite and social media: more than 590 outlets covered the announcement and Mercersburg’s website had a record number of hits on the day of the launch.
CASE STATEMENT AND COLLATERAL
MICROSITE AND SOCIAL MEDIA