Integrated Campaign Communications

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Integrated Campaign Communications

• The Search for the Sweet Spot

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Outline

• Communications planning
• Intersecting with development staff and counsel
• Campaign identity
• Integrated print approaches
• Video and web
• Execution soup to nuts

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Presenters

• Rob Moore
• Managing Partner
• Lipman Hearne
• Jerry Lewis
• Vice President for Communications
• University of Miami

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Communications Planning
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Strategic plan

• Institutional strategic plan the driver for
  campaign
• Campaign goals must link back to plan
• Campaign must operate in larger context
• Institutional vision (where were going)
• Historic achievements (capacity to achieve goals)
• Stakeholder interests and intent (linkage with
  benefits that matter to donors)

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Wish list or attainable objective?

• The passive Dean
• Develop wish list
• Wait for check
• The development Dean
• Develop wish list
• Align with strategic plan
• Develop suspect/prospect list
• Cultivate, solicit
• Cash check

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The first key question

• Why this institution?
• What hold do we have on donors hearts, minds,
  pockets?
• What role do we play in helping solve a problem
  that matters to donor?
• What have we done in the past that proves our
  ability to deliver on the promise we make to
  donor?
• How is this institution a hero in the donors
  narrative?

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The second key question

• Why these objectives?
• How do these campaign objectives link to the
  institutional vision, plan?
• How do these objectives link to donor benefit,
  interests?
• How does each objective offer a specific benefit
  to donor?
• How do these objectives, taken together, add up
  to an exciting and believable future for the
  institution?

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The third key question

• Why now?
• What forces internal, external, or societal
  create an urgent need to meet campaign
  objectives?
• Why in the context of those forces is this
  campaign important now?
• n.b. Institutional need does not create donor
  urgency impact on donor concerns does.
• How is fulfillment of these campaign goals going
  to accelerate institutional momentum?

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The three key questions applied to the University
of Miami
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Why the University of Miami?

• Every great city is home to a great university.
• UM is on the move.
• Dynamic new President
• School of Medicine a key player in vitality of
  region
• New initiatives
• Significant social, economic, health, and
  educational issues that UM addresses

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Why these objectives?

• University quality objectives
• Recruitment of outstanding faculty, top students
• Support of leading programs
• Limited capital programs, linked to leading
  schools
• School of Medicine capital and endowment goals
  tied to contribution to region and vision of Dean
• Rising tide argument

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Why now?

• From very good to great
• Significant pent-up energy
• No major campaign for nearly 20 years
• Strong new leadership
• Miami itself going through transformation portal
  to southern hemisphere
• Attendant educational, social, health care issues
• Excitement about direction, impact

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Development and Communications

• Making the Marriage Last

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Role of development staff

• Prospect allocation
• Prospect liaison
• Definition of cultivation and solicitation
  strategies and settings
• Review and input on campaign communications
  messages and materials
• Training volunteers
• Making sure the ask is made

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Role of fundraising counsel

• Determination of recommended goal
• Feasibility study process
• Gift pyramid staff/volunteer structure
• Facilitation of Board, volunteer process
• Development staff orientation and counsel
• Keeping the focus on true North the principal
  gift prospect
• Collaboration with communications staff and
  counsel

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Role of communications staff

• Packaging disparate objectives into coherent
  whole
• Articulating alignment with vision, strategic
  plan
• Substantiating the claims
• Balancing Deans and department chairs
• Developing budget/authority
• Producing effective suite of materials

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Role of communications counsel

• Provide expertise, resources as necessary
• Articulate the rationale for exceptional
  investment
• Develop campaign communications plan (key
  messages, strategies, collateral)
• Organize and facilitate the process of concept
  development and materials production
• Provide informed buffer between development and
  communications functions

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Development/communications integration

• How it worked at UM

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Sequence

• 06/01 Donna Shalala assumes presidency
• Institutional leadership reorganization
• Board focus on philanthropy
• 12/02 decision to launch 1B campaign in October
  03
• 02/03 campaign identity
• 03/03 campaign collateral begun
• 06/03 video shoot
• 10/03 campaign launch

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Roles

• Impatient, outcomes-oriented President
• Relatively inexperienced development VP
• Constituent development officers across campus
• Strong communications staff already fully
  tasked
• No fundraising counsel
• LHI advising process, developing creative
  strategies/materials

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Campaign Identity
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Institutional brand

• Brand the promise of an experience, expressed as
  a benefit
• Higher ed brands often chaotic, generally
  focused on enrollment market
• For alumni, brand stuck in amber
• Frequently resist understanding how and why
  institution has changed
• Pride in progress anxiety about displacement
• For academics a very internal view

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Campaign brand

• The campaign exists to make the university
  better.
• Campaign identity must link/synchronize with
  institutional identity.
• The campaign, though, is not the university.
• Campaign special time, special opportunity.
• Campaign identity must start to link
  institutional goals with donor interests.

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Campaign character

• Clear understanding of stakeholder e.q.
• Innovative vs. sentimental
• Giving back vs. giving forward
• Institutional vs. personal
• Emotional vs. logical
• Hot vs. cool
• Character linked to goals and vision
• Scalability and sustainability

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E.Q. variations

• Boldly Brown
• Mayo. The Campaign to Fulfill Our Promise.
• Friends Stand Up The Campaign for Sidwell
  Friends School
• Higher Ground The Campaign for Denison
• Its About Changing Lives The Campaign for
  Bryant
• The Campaign for Duke

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Process

• Consultation with development staff
• Generation of ideas
• Identification of best candidates
• Exploration of creative possibilities
• Discussion of variant paths
• Selection of primary choice
• Development of final identity
• Development of identity system

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Campaign packaging

• Identity
• Letterhead system
• Proposal cover and second sheet
• Folder(s)
• Print materials (primary and collateral
  brochures)
• Pledge card/forms
• Video and web articulation

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Campaign Identity

• University of Miami

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Momentum The Campaign for the University of Miami

• Tagline tied to Presidents vision, persona
• MomentumMiami, MiamiMomentum
• Both equal UM
• Strong, simple, appropriate concept
• Deconstruction of UM seal identification of
  possible elements
• Range of possibilities developed and applied to
  creative concepts
• Institutional buy-in

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Integrated Print Approaches
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Principles and issues

• Right materials, right time, right purpose
• Needs of the solicitor
• Standardization and customization
• Immediate and lingering effects on prospect
• Bragging rights
• Integration of all campaign materials

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Sequenced materials

• Principal/nucleus gifts (quiet phase)
• University strategic plan
• Branded proposal packaging materials
• Desktop case
• Major gifts (public launch)
• Major and unit brochures
• Invitations and announcement collateral
• Video and web
• Annual fund integration
• Stewardship tchotchkes

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Accordion approach

• Develop a system through which materials can be
  combined in custom packages
• Preprinted sheets
• Templates
• Quark/InDesign drop-in art
• Expand/contract package depending on needs of
  solicitor/prospect
• Maintain brand consistency

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And now, a word from David Ogilvy

• There are three important things about
  advertising repetition, repetition, repetition.
• (The same can be said for branding.)

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Production values

• Materials will be considered in the context of
  other materials related to major financial
  investments
• Other campaign materials
• Corporate annual report
• IPO prospectus
• Mutual fund and hedge fund reports
• Play at the level of the competition

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Integrated Print Approaches

• Momentum
• The Campaign for
• the University of Miami

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Video and web
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Key Issues

• Message integration
• Visual consistency
• Interactive strategy
• Integration of advancement site
• When to ask
• Cultivation/solicitation context
• Use of video in live setting
• Repurposing content

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Video Role

• Emotional medium, great for
• Coalescing attention
• Reinserting people in physical environment
• Showcasing physical plant progress
• Introducing brand personification characters
• Not for communicating specific content
• Talking heads about endowment payout
• Capital project walk-through
• Comparable data on annual fund

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Viewers context

• Your video is going screen-to-screen with the
  latest Hollywood blockbuster.
• Your video must communicate the authentic spirit
  of your institution in 6-8 minutes.
• First priority excite viewer about current state
  of institution, future potential of its vision.
• Second priority introduce the impact of the
  campaign.

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The Producer

• Auteur
• Comes with a vision and an attitude
• Wants only to make a great video
• Is relentlessand sometimes impolitic
• Order-taker
• Will satisfy internal audience first
• Is relatively safe

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University of Miami

• Web and Video

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Website

• One click conversion of entire advancement site
• Campaign-branded template
• Extensive IT and conversion planning
• Monitoring and updates
• Repurposing of other materials/media

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Execution
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Brand Context

• Constantly seek new ways to reinforce and amplify
  the brand
• Maintain consistency in graphic/textual
  expression
• Find ways to highlight campaign impact on core
  brand claim
• Train and guide decentralized communicators

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Soup to Nuts

• Stewardship and recognition materials must
  advance the brand claim
• Celebrating success is as important as announcing
  intention
• Recognizing internal contributors as well as
  major donors gives everyone ownership of the
  campaign and its impact.

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Lipman Hearne

• Move the world.