The selection of Michael Schill as the University of Oregon's 18th president would not be a typical leadership transition. The UO had churned through five presidents in seven years, suffered numerous reputational crises and lost standing among its peers. UO Communications launched a comprehensive plan to introduce the new president in a way that would reestablish trust, reset public opinion and create buy-in for the new president's vision. By tapping into Schill's engaging style and compelling backstory, creating unique tactics and storytelling, and connecting activities to his priorities, the team successfully established President Schill as a strong, transparent, and visionary leader to support the UO's mission and institutional priorities. The campaign garnered positive media attention, renewed campus enthusiasm, restored community connections and increased donor generosity.
From the Judges' Report
One at the University of Oregon The introduction of a new president is typically standard fare for a university but the University of Oregon had suffered numerous reputational crises The judges were impressed by this "comeback" campaign to introduce the new president. The campaign had a personal touch, even through the online elements, the new president's personality shines through.
