Bryn mawr college
“This place is magical.” It’s an idea we heard expressed by a Bryn Mawr alumna and ran with. Because we felt it, too. We also felt the challenge and commitment that Bryn Mawr students, faculty, and alumnae bring to everything they do. That’s why, after a thoughtful discovery process that included refining a campaign narrative in concert with a group of highly qualified and communicative alumnae, we proposed a campaign identity full of pride, aspiration – and spirit.
what we did
Research + discovery
Campaign narrative + messaging
Launch, celebration, and stewardship videos
Designed to do so
DEFY EXPECTATION (with its built-in #EXPECT BRYN MAWR hashtag) did what it was designed to, generating greater engagement and greater giving than any campaign in the College’s history. It also served as a rallying cry for one of the campaign’s most important goals: to encourage alumnae to tout their affiliation with the College, to connect with each other, and to do so loudly and visibly.
The anthem film we created inspired cheers and tears at the campaign launch event, and the shorter “reveillé” cut posted on social media drew tens of thousands of views in its first week posted. It also served as a teaser, as all alumnae were invited to screen the full-length film at a series of regional kickoff events.