Overall public sentiment about higher education has been in decline across the U.S. There is a perception that universities are elitist and out of touch with the real world. Many Michigan residents do not understand the value of the University of Michigan or how it benefits the state and their lives directly. The University of Michigan Office of the Vice President for Communications developed a compelling integrated marketing and communication storytelling campaign featuring Michigan residents who have benefitted from U-M education, programs, outreach or research.
From the Judges
This entry fit squarely in the category and stood out for a number of reasons, especially for its associated media coverage and the way stories were told through the eyes of the target audience. The campaign had an impressive earned media strategy to go along with beautiful collateral—each of the campaign components were well-executed across multiple channels. In a world where higher ed marketers often need to “pay to play,” This is Michigan is a nice example of encouraging external media coverage simply by having a good story, telling it well, and putting it in front of the right audience. The University of Michigan, Ann Arbor really owned their role as a state institution and tied its university story directly to the story of Michigan as a whole. The entry materials, overall, were thoroughly presented and substantial.
