Work Samples Prepared for:

Situation

In early 2017, Colby College 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 an educated risk in turning outside of the category for campaign inspiration. And ultimately, what started as a fundraising brand effort cracked the cultural code at Colby, later carrying over to admissions work and student success initiatives and defining Colby on the national stage. 

Solution

To honor the spirit and ethos of Colby, and to recognize timely societal issues and philanthropic trends, 160over90 crafted a campaign narrative and visual system unlike a typical college’s, instead channeling values-based consumer brands for inspiration. The resulting campaign, Dare Northward, nods to the school’s geography, reflects its bold history and upward momentum, and positions Colby at the forefront of national conversations about liberal arts in a rapidly changing global environment.

The campaign brand was conceived and brought to market in just five months—an unparalleled pace in higher education marketing. In continued non-traditional fashion, Dare Northward [and darenorthward.colby.edu] debuted in October 2017 as part of a 10-day Homecoming celebration, culminating in an unforgettable launch event at the Waterville Opera House. A second launch followed in December 2017 in New York City, complete with a lighting of the Empire State Building and appearances at the New York Stock Exchange and on Good Morning America.

2018 was both about inviting the larger community into the Dare Northward movement, and focusing specialized attention on Colby’s most significant donors. 

The College hosted a cross-country event series in which 160over90’s video storytelling complemented live appearances from students and leadership. And to recognize major donors/steward new gifts, 160over90 crafted a dedicated, digital thank-you site showcasing the exceptional impact of gifted programs like DavisConnects.

Beyond fundraising, as a testament to authentic branding, Dare Northward officially crossed over into admissions, helping to recruit Colby’s best-ever classes. We developed a targeted social media strategy for reaching prospective students, and built out a suite of video vignettes to engage prospective students.

Most recently, we teamed up on a vital and historic effort to Pay it Northward for 2020 grads, calling on 30,000 Colby alumni, friends, and parents to secure full-time jobs, short-term projects, fellowships, and volunteer opportunities. 

Results

To date, Dare Northward has raised $625M and supported:

• New financial aid programs to broaden Colby’s reach and open doors to the most qualified prospective students from every background
• Unprecedented student access to research, internship, and global opportunities
• Expansion of curricular offerings and Colby’s research profile
• Expanded arts and cultural programming
• Strategic growth of the faculty
• Colby’s tradition of athletic excellence alongside academic preeminence
• A deepened connection to/revitalization of downtown Waterville, renovating spaces and introducing new residential/retail offerings

Pay It Northward generated 675+ post-grad opportunities and earned Colby major kudos from Forbes and other media for its all-hands-on-deck approach to keeping young professionals’ lives on track, even while the ground shifts under their feet. And as a halo effect, Colby is now ranked #17 among National Liberal Arts College, and has seen a record-breaking number of applications and increasingly diverse student population, year over year.

Situation

Since the 1830s, Tulane University has experienced ongoing evolution and generated 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 a national model for higher education.

Tulane approached 160over90 in 2015, at the onset of the largest fundraising effort ($1.3 billion) in its 184-year history. 160over90 was charged with developing a campaign narrative and communications suite that authentically represents how Tulane is thinking big, thinking differently, thinking creatively, and acting with urgency to solve significant issues of today.

Solution

Following a robust Discovery, the agency created a provocative campaign theme – “Only the Audacious: the Campaign for an Ever-Bolder Tulane” – brought to life in Fall 2017 across web, video, case statements and print collateral, campaign events and experiences.

The campaign website serves as a dynamic storytelling platform, specially designed to capture New Orleans’ unique sense of place and encapsulate four key campaign initiatives: Pioneering Research, Transformative Teaching, Opportunity and Diversity, and Building an Environment for Excellence. In keeping with the sentiment of the campaign, the site features bold, responsive design moves, from animations to active rollover states that not only signal clickable content but really draw the visitor in to learn more.

The campaign launch event was specially structured to be the antithesis of a typical higher ed fundraising event. Launch programming included a mock late-night talk show hosted by the Provost and touting Tulane accomplishments in medicine, coastal restoration, and more; the re-creation of an NPR podcast that business professor Peter Ricchiuiti hosts at the Commander’s Palace; and, because it’s New Orleans, an epic after-party at Tippitina’s featuring celebrity talent like Michael McDonald from the Doobie Brothers

Post-campaign launch, to engage donors and volunteers and equip them as fundraising ambassadors, we hosted Telling Tulane—a storytelling workshop with Walter Isaacson that dissected the structure and science of telling compelling stories. We even created a digital extension of that event, curating stories of the University’s most audacious moments.

Subsequently, we’ve explored another audacious idea—how a campaign can advance an entire institution’s narrative—beginning work with institutional Communications & Marketing and the Office of the President to reestablish Tulane’s reputation on a national and global stage.

And at the top of 2021, as so many leading colleges and universities apply added focus to diversity, equity, and inclusion, we branded, named, and marketed a dedicated scholarship effort that aims to raise funds to expand opportunity for all. “Next Wave” is both a nod to Tulane’s nickname and to the future generations of students who will be able to attend the institution, thanks to a generous lead donor and gift match. We constructed careful messaging that allows the scholarship initiative to sit purposefully under the “Only the Audacious” comprehensive fundraising campaign, and to live on independently in the future. And we developed a landing page that articulates the case for support and houses a campaign anthem video to motivate additional donors to join the cause.

Results

During the silent phase of the campaign, 54,000 individuals donated $820 million to Tulane. And in FY 2016-2017 and again in 2017-2018, Tulane posted record- breaking fundraising, bringing in more than $150 million per year. In 2018-2019, Tulane set a new record with more than 25,000 donors in a single year. To date, the campaign has raised $1.0B towards the $1.3B goal.

Situation

The nation’s first public university, UNC-Chapel Hill continuously innovates in the fields of teaching, research, and service to better the lives of North Carolina citizens and people around the world. But in 2014—a time of state and national discord, marked by an erosion in public school funding—the school’s promise of “education for all” was being challenged. Leadership recognized a significant need to incorporate development and fundraising into its strategic communications planning and, that year, entered into the silent phase of a comprehensive campaign that would rely heavily on the generosity of individual donors. Shortly after, in 2015—24 months out from the planned public launch of the campaign—160over90 was engaged to capture UNC’s dynamic and progressive spirit, quell lingering trust issues, and rally private support to secure its public education mission.

Solution

During the course of a three-year engagement, 160over90 worked closely with UNCChapel Hill’s Development Marketing team to translate the University’s core strategies—“Of the People, For the People” and “Innovation Made Fundamental”— into a compelling fundraising campaign platform. In the first year of partnership, we articulated campaign priorities; developed an authentic and ownable campaign name and identity, For All Kind; and crafted a messaging platform that would convey UNC’s mission as a great, global, public research university, dedicated to serving the state. In year two, to shape an uncommon case for support and achieve University-wide campaign alignment, 160over90 developed a master case statement as well as bespoke case statements for every school and business unit across UNC-Chapel Hill, simultaneously delivering customization and message consistency.

Nearing launch, we developed a campaign microsite to house incredible stories of impact and direct audiences to give in different ways. And to underscore ambition, aspirations, and advancements linked to the campaign, we produced a powerful anthem video that debuted at the Fall 2017 launch and is still leveraged today (and living on campaign.unc.edu). Finally, for the first year the campaign was public, 160over90 planned and directed a targeted media buy, seeding campaign creative into market in a way that drove awareness, engaged brand stewards, and incited unprecedented support.

Results

To date, two-and-a-half years since launch, the Campaign for Carolina has raised $3.25 billion, and is on track to meet (or exceed) its $4.25 billion goal by December 31, 2022. Some 18,000 individual donors have stepped up and contributed nearly 420,000 gifts. While 26% of UNC-Chapel Hill alumni have given to the campaign, 41% of giving stems from non-alumni—a testament to the University’s extraordinary relationship with the residents of North Carolina.

Situation

The University of Dayton in Ohio is a comprehensive Catholic, Marianist University—one of only three in the world. Communicating Marianist values is essential, but equally important at Dayton is a focus on affordability and accessibility; diversity and inclusion; excellence in teaching; and innovation, entrepreneurship, and research.

Recognizing that the oncoming demographic downshift among 17-year-olds would create increased competition for applicants, UD first partnered with 160over90 in 2007 to develop a brand that would stand out from competitors, break them out of a regional bubble, and increase reach on a national and international scale.

Solution

We launched qualitative and quantitative research—with Brothers and with guidance counselors, prospective students, and parents—to inform a bold new brand stance and reputation strategy. We came to learn that Marianists subscribe to the idea of a mutual quest for knowledge, and that students are receptive to that kind of shared educational journey. And so the resulting brand boldly declares: “We do not have all the answers. But we ask the big questions—questions that inspire and provoke. And we search for the answers together.”

In support of that messaging, and in service of raising reputation and attracting high-caliber applicants, the University of Dayton has allowed 160over90 to flex its creative muscles consistently over the years. We developed a new, vibrant, modern graphic language and leveraged new technologies to showcase it, including a first-ever iPad viewbook app and a custom, motion-sensitive video wall in the admissions lobby that encourages collaboration and community. We worked with a local artist to create a continually refreshed campus mural, reflecting the ambition and vision of incoming classes. As part of a student conversion strategy, we launched a bicycle program promising free bikes to 100 incoming freshmen for forgoing cars on campus, which helped protect the planet and pulled down national news headlines. We digitally captured and drove traffic to the Dayton China Institute: a novel study abroad and student exchange opportunity. And we’ve worked to promoted an innovative, no-fee, no-net-increase tuition plan, complete with a specially designed net price calculator, that has placed Dayton in the top ranks of transparency.

Results

The brand was a success across all sectors, generating both increased admissions numbers and renewed interest and discussion about UD.

• 37% increase in inquiries; 36% increase in applications
• 50 point increase in average SAT score of incoming students
• Increase in diversity, out-of-state, and international students
• Regarded among Top 20 Catholic Schools in the nation
• Media attention from The New York Times as well as recognition by The One Show
  

Campaign website for the $4.2B capital campaign commemorating UCLA’s 100-year history. 160over90 developed the brand identity for the campaign, key campaign videos, launch materials, and the campaign site to share stories and track progress.

Situation

The University of Arizona is the state’s flagship university. As a double-designee land- and space-grant institution, an AAU member, a Carnegie R1 research powerhouse, and a designated a Hispanic-serving institution, home to not one but two medical schools, the university is instrumental to the state and holds unique influence across the county and around the globe. But for all those accolades, what UArizona didn’t have was a cohesive story.

Identifying and celebrating a common ethos across its vast enterprise became an essential and urgent task—prodded by a too-noisy neighbor, and prioritized so that the institution’s reputation could be cemented in advance of a major comprehensive fundraising campaign.

Solution

When 160over90 entered the picture in early 2019, we started with one big question: What’s behind the ‘A’ in Arizona?

We fielded a Brand Perception Study to uncover general awareness levels and the school’s perceived reputation, as well as consideration among parents and prospective students in Arizona, Texas, and California. We employed an online survey with perceptual maps to test messaging perception, max diff to identify messages with the strongest impact, as well as ad recall for UArizona creative. At the same time, in anticipation of the upcoming fundraising campaign, UArizona Alumni commissioned 160over90 to conduct a segmentation study on alumni affinity and giving. Using data from donor files and a global survey of more than 2,000 alumni, we developed a model to group Wildcat grads based on propensity to give in the future.

This research, coupled with qualitative Discovery insights, led us to this: as the state’s first university, founded in 1885, The University of Arizona has long been in the discovery business. We’re talking world discovery, from space astronomy and optical engineering, to water scarcity and climate change, to the opioid crisis and immigration. And also self-discovery.

For certain, the desert of Tucson is a wellspring of imagination. But even more than the surrounding environment, we found that innate wonder lies at the heart of each and every Wildcat. It’s wonder that drives them to do the unknown, the unimaginable, and the unprecedented. And it’s a beautiful tension between heads-up wondering and heads-down doing that ultimately makes them who they are.

To share just how “Wonder Makes Us” at Arizona, we captured the stories of three incredible individuals who emulate wonder to the core: Phil Evans, an international wheelchair basketball player and student; Marcia Rieke, Astronomy Professor and Principal Investigator for the NIRCam on NASA’s James Webb Telescope; and Sama Alshaibi, multi-media artist and Professor of Photography. These stories—sometimes standalone, sometimes interwoven as part of a larger Wonder narrative—have been mobilized in a 360-degree campaign including out-of-home, custom content, TV, OTV, programmatic digital, and social, and are now live in Tucson, Phoenix, and key out-of-state markets like California and Texas.

Most recently, 160over90 has begun to flex the “Wonder Makes Us” institutional brand to a quiet-stage fundraising campaign brand, “Fuel Wonder.”

Results

While the fundraising campaign has yet to launch, the institutional brand has yielded tremendous results in terms of peer/national awareness and admissions.

Prospective Student Awareness/Perception:
• 134 million impressions
• 7% increase in unaided awareness among AZ teens
• +15% increase in association with “gives students a head start in their career” among CA and TX parents
• +17% increase in association with “excellent academics” among CA and TX parents
• +8% increase in likelihood recommend among TX parents

Lead Generation:
• 0.36% CTR (33% above benchmark)
• 5 million video completions
• 265,000 landing page sessions (Oct-Dec)
• +79% increase in .edu in target markets
• Visitation increase in opportunity markets: TX (+17,000) and CA (+12,000)
• Record number of first-year apps for Fall 2020 (5.4% increase from the previous year)
• Enrolled most diverse class in history (48%) in Fall 2020

Rankings:
• In 2021 U.S. News & World Report rankings, jumped into the Top 100 universities for the first time
• Ranked #40 among Top Public Schools

Results

Our work, together with the internal team, enabled Penn Athletics to accelerate its impact locally, nationally, and globally—ultimately helping fulfill its commitment to holistically developing student-athletes; enhancing the club sport and recreation experience; endowing coaching positions and athletics programs; winning championships; and supporting the people and programs that arm student-athletes with the skills to succeed on and off the field. To date, Penn Athletics has raised $225M of the $150M goal and the campaign is closing June 2021.

Situation

In 1859, Philadelphia became home to America’s first zoo. Ever since, the Philadelphia Zoo has created joyful discovery by connecting people with animals and inspiring action for wildlife and habitat. 

Today, as one of the region’s leading family destinations and foremost conservation organizations, the Philadelphia Zoo is home to nearly 1,300 animals (many of which are rare and endangered) and educates more than 1.2 million visitors/members annually about animal and environmental conservation.

As part of its 2019 strategic plan, the Zoo set out to heighten awareness of its multi-fold mission; to increase visitation and membership; and to drive donations for innovative programming, world-class exhibits, and immersive experiences. 

160over90 was brought in to first architect a brand narrative that could bridge the gap between current “fun family destination” perceptions and the forward-thinking, change-making, cultural entity the Philadelphia Zoo aspires to be—and then to develop a corresponding fundraising campaign platform. 

Solution

The agency began with an [unusually hands-on] discovery and onboarding phase, complete with extensive Zoo tours and one-on-one animal interactions, as well as interviews with senior leadership, Board members, marketing and development leads, Zoo staff and volunteers, new and longstanding members, and visitors.

Qualitative research led us to this strategic positioning: that the Philadelphia Zoo is a neighborhood entity unlike any other, where humans and the wild coexist and where world change is sparked. A visit to the Philadelphia Zoo is an experience that changes the way people see, enjoy, and appreciate the world. And by plucking families out of their scheduled, screen-focused routines, the Zoo shifts perspectives, providing a refreshed appreciation for [wild]life and for one another. In short, “the Zoo changes you.”

This manifested in a brand platform, “Wild Awake,” that invites members and visitors alike to help make the Philadelphia Zoo the most innovative Zoo in the world, where coexistence of animals, people, and nature is respected and celebrated. 

With the new brand narrative in place, 160over90 is now actively messaging the upcoming campaign, [confidentially] to be called “Awaken.” We’re crafting a case for support with the goal of inspiring audiences to “protect the naturehood” and protect the planet’s future by investing in—and through—the Zoo. We’re also shaping supporting communications and fundraising tools inclusive of print, digital, social, web, and video assets. 

Results

160over90’s branding efforts are helping to keep the Philadelphia Zoo top of mind with members and visitors, and to solicit ongoing support—especially during the pandemic, which created serious financial strains on the organization while doors were closed for a number of months.

Situation

The ONE Campaign is a global movement advocating to end extreme poverty and preventable disease by 2030—with a specific focus on fighting AIDS in sub-Saharan Africa. Co-founded by Bono and other activists, the nonpartisan organization believes the fight against poverty isn’t a discussion about charity, but rather about justice and equality. Donations aren’t solicited from the public, and ONE does not receive government funding; in fact, the organization is funded almost entirely by foundations, individual philanthropists, and corporate partners. Instead, the ONE campaign asks for the public’s voice in organizing, mobilizing, educating, and lobbying on the issue. 

It could be written off as another celebrity cause du jour, but for the results. In part through the ONE Campaign’s efforts, extreme poverty worldwide is at an all-time low, slipping to single percentage digits for the first time in human history. And more than 15 million people around the globe are on life-saving antiretroviral drugs thanks to proceeds from a related (RED) initiative.

But this success brought about its own perceptual challenges—that AIDS is increasingly uncommon, and the problem is [literally] worlds away—despite the reality that too many people are still unnecessarily losing their lives.

Solution

As the ONE Campaign was approaching its 10-year milestone, the organization reached out to 160over90 to help raise awareness of ongoing poverty issues and to recruit a new, social media-savvy generation of activists and volunteers. 

160over90 worked behind the scenes on an exclusive event in Carnegie Hall on December 1st—World AIDS Day—to unite supporters across all different spaces. We developed key messaging for attendees, designed event program books, and premiered an emotional and educational video series to inspire engagement. 

The gala drew more than 2,500 attendees, including honorees Bill and Melinda Gates; presenters such as Bill Clinton, Joe & Jill Biden, and Stephen Colbert; and of course special performances by U2, as well as Jessie J, Miley Cyrus, and others.

Results

Big-picture, ONE’s membership base has grown to more than 7 million global members, and the campaign has helped to secure more than $37.5 billion in funding for historic health initiatives, including the Global Fund to Fight AIDS, TB, and Malaria. ONE’s sister organization, (RED), has generated more than $650 million for The Global Fund to support HIV/AIDS grants. In total, more than 180 million lives have been impacted.