From the Nominator

In fall 2023, amid a highly charged political backdrop, the University of Wisconsin-Madison launched a campaign to secure legislative approval and funding for a new College of Engineering building. Despite widespread support from state businesses and economic groups, the project had failed to advance in the previous state budget cycle. After it was once again removed from the state’s capital budget for 2023-2025, frustrating supporters statewide, the university initiated a multi-prong effort that combined strategic communication, advocacy, and impactful marketing to attempt to change the outcome. Using paid, earned, and owned media, the campaign aimed to reignite awareness about the project's necessity, rally public support, and influence key legislators. The strategy incorporated simple, direct messaging using third-party validators and emphasizing workforce development, economic growth, and the risks of inaction. The results were remarkable: More than 100 media hits, over 5 million impressions, tens of thousands of online engagements, more than 1,000 emails of support to lawmakers, and, ultimately, a legislative compromise that included a new engineering building. The campaign's adaptability, strategic use of media channels, and high-visibility tactics to drive earned media underscored its innovative approach. The campaign not only achieved its immediate goals of raising awareness and driving action to spur a deal but also established a benchmark for marketing communications in legislative advocacy. Its success demonstrates a scalable model for other institutions aiming to influence public and legislative support for university priorities.

From the Judges

We all agreed, the UW–Madison College of Engineering Building Campaign was a standout nomination that really set itself apart from the field! It was a unique campaign with a comprehensive plan for channel outreach. Clear messaging directly articulated the problem they were trying to solve. Excellent leveraging and targeting of influencers. Amazing results with astronomical return on investment. Bravo, UW-Madison!