From the Nominator

In September 2022, the University of Manitoba (UM) launched a podcast that brands our president as a cultivator of big ideas, showcases what UM does best, and inspires donors to invest in us. Through intimate and engaging conversations with UM’s diverse big thinkers, What’s the Big Idea? (WTBI) creates an accessible platform to show stakeholders how our campus is solving complex challenges, from feeding the world to advancing reconciliation. We do seven episodes per season; season three is in development. WTBI is led by the executive director of strategic communications, with support from marketing and brand. Guests, topics, and questions are developed in consultation with donor relations (DR) to ensure connections to fundable initiatives. We work closely with guests to hone their big ideas and make their research accessible. We record some episodes with a live audience, in partnership with alumni relations and DR, to gain broader stakeholder engagement. We used the first episode with Noble Laureate and alum Dr. Jim Peebles to solicit funds for the Faculty of Science, resulting in a $250,000 gift. The recording with alum Dr. Jennifer Gunter was leveraged to launch a new Women's Health Research fund, and the podcast event led to $40,000 in support. Season two saw significant growth in listenership, and as of March 1, there were 6,300 downloads/streams. Social content promoting the episodes has also seen growth in engagement, above industry averages.

From the Judges

While the podcast regularly features university researchers, it also welcomes the institution’s distinguished alumni as guests a few times each season. We commend the organizers on how well they leveraged the alumnus’ own social channels, as well as a vendor affiliated with Discovery and On Air, to garner higher listenership. UM has invested financial resources in this podcast, and their metrics show a strong return on their investment.