University of Louisville
Campaign
Challenge:
The University of Louisville needed to launch a major capital campaign to raise $750 million in an effort to achieve its goal of becoming Kentucky’s Premier Metropolitan Research University. The University challenged Power to create a comprehensive campaign that would develop the brand of this initiative, then build and maintain significant buzz.
Answer:
Power developed and executed a broad launch campaign – focused on the theme of Charting Our Course – that included elements of collateral, video and digital work. Each element was developed to showcase UofL’s role in the community to place an emphasis on the importance of giving. A video was created to put a face to the campaign – representing the impact of giving from the perspectives of students, faculty, administrators, researchers, local philanthropists and other dignitaries. A 60-page booklet was written and developed to provide in-depth information about the campaign. A complementary website was also created to serve as the digital face of the campaign and included areas for online donations. To launch the campaign, Power helped UofL coordinate a dinner event for exceptional donors, where all elements were displayed.
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