Highlighting Institutional Value in the Face of Criticism
The Challenge
Our Approach
Market&Message senior collaborator Richard Campbell worked with university leadership to confirm key data points for inclusion, and helped lead the central communications team in the quick-turn ideation and execution of a successful national multimedia messaging campaign.
What We Did
Developed the “We Believe in Value” messaging campaign, leveraging a messaging refrain of the beliefs championed in the beloved Auburn Creed. We Believe in Value - Highlighted Auburn’s commitment to affordable access and impressive work to grow scholarships and need-based aid, helping the university educate more Alabamians than any other university in the state. We Believe in Excellence - Provided clarity on Auburn’s investment in attracting and retaining the brightest minds - both in faculty and staff, and ambitious students. We Believe in Innovation - Showcased Auburn faculty and student discoveries that fueled a 107% increase in research and development expenditures since fiscal year 2013. We Believe in Auburn - Spoke to Auburn’s 167-year focus on redefining value - providing Alabama students an exceptional and affordable education. Consistently earning the #1 ranking for best value and best university in the state. Designed and launched a campaign microsite with key multimedia components to bring the messaging to life. Created a rich mix of digital and preroll video ads for a paid media campaign pointing back to microsite that ran in advance of the article and one month after publication across the state of Alabama, and in key out alumni markets out of state. Produced social media content and and ads for LinkedIn, Facebook and YouTube targeting specific markets, and demographic groups. Coordinated paid TV and Radio PSA messaging with the Alabama Association of Broadcastors and digital and print ads that ran in member papers and platforms of the Alambama Press Association. Designed quick-read one-pagers and crafted email copy for their distribution to campus leaders, alumni, donors, Trustees, and other key stakeholders.
The Impact
Received overwhelmingly positive feedback from Trustees, alumni, and other key stakeholders. Social media posts associated with the campaign were among the most engaged content for the academic year. Minimized blowback from the article and provided pride points and rallying cry for the university.
Why It Worked
By launching a proactive, positive messaging campaign, we thoughtfully engaged the Auburn Family with fact-based messaging in advance of the published article. Leadership collaboration, fast action and support were paramount to the campaigns success.
A national news publication produced a series of articles questioning the cost of higher education targeting several prominent national universities. Senior leadership at Auburn University learned that their institution might be among the targets and agreed to launch a preemptive campaign highlighting its commitment to affordable access, educational excellence and economic impact.