charting a new course
UNIVERSITY OF PENNSYLVANIA
How does an institution as large as the University of Pennsylvania prepare for a multi-billion-dollar campaign? Thoughtfully, and with help from SteegeThomson.
We created draft messages that formed the core of President Amy Gutmann’s international listening tour in advance of the campaign, then honed them as the launch date approached.
As the campaign began to take shape around three major goals—integrating knowledge, increasing access, and engaging communities worldwide—we helped prepare for its public launch. The challenge? Integrating communications across the University’s 12 schools and several centers. Our multifaceted plan carried through to the campaign’s successful close, and included a launch video and materials for nine of the 12 schools plus the athletics department. Penn reached its initial goal 16 months before the end of the campaign, and in total raised $4.3 billion.
CAMPAIGN LAUNCH VIDEO
The launch video, designed for a “big tent” event on newly acquired lands, featured speakers from all of the University’s schools.
CLOSING CAMPAIGN BROCHURE for Penn Athletics
CLOSING CAMPAIGN VIDEO