Work Samples Prepared for:

Situation 

At the beginning of 2020, we began a partnership with Yale University to develop branding for the institution’s most ambitious fundraising effort to date — intended to raise $7 Billion. And as we’re all keenly aware, in the time between then and now, the world has changed dramatically. But through adversity comes opportunity. And it led us to help Yale — an institution that’s over three centuries old and a household name — commit to an ambitious approach.  

As Yale approaches a new chapter in its history, we saw an opportunity to push the university forward with a campaign that not only honors its history, but also goes far beyond its own campus and legacy and showcases the change (both potential and realized) that’s borne from one of the most prestigious institutions in the world. 

Solution 

We conducted an in-depth discovery to better understand what distinguishes Yale from other institutions of its caliber and what a contribution to their fundraising campaign truly meant for donors and alumni. Those conversations helped us realize that we were launching a campaign not only for the benefit of the university, but for all of humanity. Because supporting Yale means combatting climate change. Advancing our understanding of human cognition. Creating more equal access to education. And cultivating the next generation to be leaders of consequence. 

This fundamental truth became the strategic foundation of the For Humanity campaign. From there, we developed the campaign messaging and visual design system, printed case statement, website, and anthemic films to introduce this ambitious campaign effort in a way that only Yale can. Additionally, 160over90 has helped brand and market strategic initiatives such as the Planetary Solutions Project and Wu Tsai Neuroscience Institute, as well as focused efforts with the Law and Divinity schools. 

Results 

The For Humanity campaign was launched through a virtual event attended by the global Yale community – 5,000 attendees in total. To date, Yale has raised $5.7B of their $7B goal. 

Results

In six years’ time, we’ve built more than a brand identity for UVA—we’ve created a dynamic ecosystem that reflects the true diversity, shared energy, and bold mission of one of the nation’s great universities.

We’ve increased the institution’s visibility and perception within the Commonwealth of Virginia and in the national landscape. An awareness campaign has yielded 22 million impressions, resulting in the most successful video in school history and an 87% lift in unique site visits. A new subscription campaign for the news platform increased reach by 85% and generated 40,000 subscribers. And realignment of social properties grew total followers by nearly 40% in just the first year.

We’ve helped UVA achieve an historic high in quality applications and student diversity, growing undergraduate applications by 27%; increasing first-generation and minority applicants by 10% and 4%, respectively; and securing the largest number of early-action applications in UVA’s history while improving SAT scores.

Having launched in Fall 2019, and despite a difficult fundraising environment in 2020, the “Honor The Future” campaign is approaching $4.3 billion raised.

And as a testament to internal adoption and brand alignment, UVA and 160over90 were recognized by the American Marketing Association as the 2017 higher education marketing team of the year.

There are few universities in the world that have the gravitas of UCLA. Globally recognized, highly sought-after, and one of the most applied to schools in the country. Yet, in the broader community, there are still a lot of misconceptions out there about who and what UCLA actually is and what it stands for. As the institution approaches its centennial anniversary in 2019, the leadership team recognized this was the perfect moment to clarify UCLA’s narrative for all audiences, drive key revenue generators across the institution—such as advancement, enrollment, athletics, and more—and lay the groundwork for the institution’s most ambitious fundraising effort to-date.

160over90 was tasked to create an overarching institutional brand that would shape perception in the community and beyond, and also to translate that brand narrative for the centennial comprehensive campaign. The vehicle we found to deliver this message came from an in-depth discovery process. From the moment we stepped on UCLA’s campus we felt an overwhelming sense of optimism. Just about every student, faculty and staff member we met projected an air of informed, inclusive, positive enthusiasm. They not only knew they could make a difference, they were absolutely certain that they would. This unique, powerful, inspiring anomaly became the through line of the brand we built. The brand platform then translated to the campaign by drawing on the UC System’s motto, “Let There be Light,” while leaving the phrase open-ended to create a flexible device that could serve every area and cause across the entire institution. The Let There Be campaign launched in 2014 and has since surpassed its $4.2M goal 18 months ahead of schedule.

UCLA has capable and robust in-house teams of communicators across advancement, communications, and enrollment. From the start of this process, this relationship has been more than a collaboration. It’s been a shared journey of uncovering the institution’s essence, articulating and coauthoring a resonant campaign narrative, and co-creating the massive body of work that moved this campaign—this entire institution—forward to UCLA’s centennial anniversary, and beyond.

Situation

In early 2017, Colby was gearing up for a $750 million campaign—the largest in liberal arts education history. Advancement leadership aspired to uncommonly map fundraising priorities to big-picture institutional values: the arts, wellness, civic engagement, global connections. And President Greene planned to further break precedent and go public after just one year in the silent phase. Together, 160over90 and Colby took another educated risk in turning outside of the category for campaign brand inspiration, to ultimately better reflect donor affinities.

Solution

Situation

The University of Wisconsin-Madison was founded in 1848, the same year Wisconsin became a state. Yet UW-Madison has long held contrasting outlooks from the state it serves, and ideological differences between the two led to steep declines in state support. In 2015, to help secure the school’s enduring mission, UW-M prepared to launch its first-ever comprehensive fundraising campaign, tapping 160over90 to define its value proposition and shape a compelling campaign narrative.

Solution

Rather than exacerbate differences, 160over90 explored a series of interesting juxtapositions: for example, a midwestern University oriented more like a progressive research institution, and a tradition of campus co-location that facilitates the cross-pollination and collision of ideas, fields of study, and cultures. The resulting brand platform, “Boundless Together,” celebrates many viewpoints but a shared focus on promising a brighter future for everyone in Wisconsin.

The brand manifested in nationally televised TV spots highlighting fascinating discoveries and developments borne of collaboration among students, faculty, state government, and industry. Like the Tactile Stave Notation—a joint venture between UW’s School of Music and its Department of Mechanical Engineering—to render 3D sheet music that has the potential to bridge sighted and blind musicians. And Virtual Reality Home Health Care—a collaboration between the Wisconsin Institute for Discovery and UW’s School of Nursing, School of Human Ecology, and College of Engineering—that simulates home environments and studies home health care technology interactions, in an effort to ease at-home healing and improve recovery times. It’s also informed seminal admissions pieces including an undergraduate viewbook and acceptance package, asserting that what makes us different is what makes a difference.

The brand work paved the way for UW-M’s fundraising campaign, which 160over90 aptly named “All Ways Forward” in shaping a narrative of success achieved together and limitless progress ahead. While UW-Madison boasts 400,000 living alumni, historically, 94% of giving has been attributed to fewer than a dozen donors, so it was imperative to widely disseminate the message. For greatest reach and access, 160over90 developed a campaign site that took an audience-centric approach to fundraising $3.1 billion. In the interest of diversifying the giving base, micro-donations were encouraged from the outset of the digital experience, and a crowdsourcing strategy invited visitors to identify specific areas of interest, donate to them directly, and track sub-campaign progress.

With the campaign in market, the agency then partnered with the Wisconsin Alumni Association and UW-Madison on an omni-channel storytelling campaign that canvassed every pocket of state to generate support. “Project 72,” so-named for the 72 counties in Wisconsin, leveraged TV spots, out of home and print advertisements, local-market earned media coverage, social media chatter, and a surprise-and-delight ice cream truck tour to proudly proclaim that the school and the state are, at once, inextricably bound and boundless together.

Results

“Boundless Together” branding has successfully driven awareness and interest, in and outside of Wisconsin. A broadcast spot earned 100+ million impressions, while a digital campaign served 6.5 million impressions and nearly 25,000 clicks. On the admissions front, UW-Madison has seen a 14% increase in web traffic from out-of-state students, and a 16% increase in out-of-state inquiries, specifically. And the University jumped up six spots in US News & World Report rankings, now sitting at #42 nationally and #13 among publics.

Importantly, “All Ways Forward” raised $3.74 billion from 244,000 donors, exceeding the University’s already-ambitious fundraising goal. And while the campaign wrapped in late 2020, fundraising efforts continue–because forward has no finish line.

Situation

Since the 1830s, Tulane University has experienced a history of ongoing evolution and ever-increasing impact. New Orleans is a place that pushes you to be you, and Tulane has always maintained a symbiotic relationship with the city it calls home. Just over 10 years ago, when Hurricane Katrina hit New Orleans, the city was devastated and the university was on the brink of closing. In the decade since, Tulane transitioned from a comeback mentality to becoming a distinguished national leader in higher education and offering a highly sought after experience.

Solution

Tulane approached 160over90 at the onset of the university’s largest fundraising effort in its 184-year history with a goal to raise $1.3 billion to bolster research, scholarships, and faculty. We were tasked with developing a campaign narrative that authentically represents how Tulane is thinking big, differently, creatively, and with urgency to solve significant issues of today. We conducted a robust Discovery and created the campaign’s message and brand centered on the theme Only the Audacious. With this campaign platform, our team created a multi-year campaign communications strategy and full suite of executions to support the campaign, including a dynamic microsite, anthem video assets, case statement, save-the-date, donor gifts, campus signage, print collateral, and a campaign launch event.

Event Strategy & Execution | Designed to generate awareness, instill pride, and foster excitement among the entire Tulane community, the Only the Audacious event served as an experiential extension of the Brand Concept work 160over90 created on behalf of the University. Our team developed and executed on a series of activations and “media moments” leading up to and during Tulane’s Only the Audacious campaign launch, as a means to effectively reach key audiences such as alumni and donors—and amplify the event’s reach to extend well beyond day-of attendees. Throughout the engagement, the 160over90 team liaised with and consulted alongside the Tulane Advancement Events Team to ensure cohesion and alignment on all event elements, including bringing the strategy to life and assisting with pre-activation logistics and day-of, on-site event execution.

Event PR | To help bolster the institution’s reputation and brand awareness on a national stage, and to court public opinion of key influences in support of the comprehensive campaign, 160over90 implemented a targeted earned media strategy. Media relations outreach was centered on achieving heightened visibility through a steady drumbeat of positive press coverage specifically surrounding recent rankings and recognitions, brand stories that expressly ladder up to the Only the Audacious campaign initiatives, as well as milestones, major gift announcements, and expert source positioning to increase share of voice.

Results

A successful campaign launch event in December 2017 was framed as a daylong celebration near Tulane’s Uptown campus. Attendees participated in a luncheon, concert, and other events designed to highlight the university’s contribution to areas including coastal restoration and medicine. 54,000 individuals have already donated $820 million during the campaign’s silent phase. The number of donors has increased by 2,400 donors year over year. Last year (2018-2019) Tulane set a new record with over 25,000 donors in a single year. The campaign has currently raised $1.0B towards the $1.3B goal.