Case Study

A STRATEGIC APPROACH WITH MULTIPLE TOUCHPOINTS

Rensselaer Polytechnic Institute Capital Campaign Communications

Launching a capital campaign is an important undertaking for an institution, and it is imperative that the campaign communications be strategic and impactful. We partnered with Mark Sheehy Creative and the Office of Strategic Relations at Rensselaer Polytechnic Institute to develop a brand that captures the culture of RPI and a suite of communications that connects the college’s advancement officers with prospective donors.

In addition to campaign priorities, our intake meeting with key stakeholders revealed the need to pair quantitative outcomes with an emotional appeal. “Transformative: Campaign for Global Change” presents an energetic and forward-looking identity and brand campaign that features dynamic rules and minimal typography. To ensure consistent development of all materials relating to the campaign—from the e-newsletter to the leave behind information sheets— we developed a brand book for RPI and its partners. 

The campaign’s suite of communications began with an email introduction. From there, recipients could click through to the website to read first-person stories illustrating the priorities of the campaign and learn about associated outcomes. The pairing of statistics and personal narratives provided a balance of qualitative and quantitative data—a compelling approach for the RPI community.

When we learned that the advancement team relied heavily on one-sheet communications that were typically delivered to prospective donors in a folder, we moved this important content to the website, to allow officers to easily share targeted information in an interactive, digital environment. The website also featured a campaign video with energetic music, confident narrative, and inspirational visuals. This video premiered at EMPAC the evening of the campaign launch.

We believed it was important to include a high-quality print element as part of the campaign suite. A dynamic cover unwraps to reveal outcomes from the previous campaign, and the engaging case statement sits inside like a gift. Storytelling continues with student, alumni, and faculty profiles, persuasive statistics, and powerful portrait photography.

From the website and case statement to the event signage and interactive alumni invitation, the comprehensive brand for “Transformative: Campaign for Global Change,” is bold, progressive, and warmly professional.

Recognition

UCDA Design Excellence Awards for Campaign Strategy
Integrated Campaign
AAF Albany Ad Club Bronze and Silvers

Outcomes

The campaign is on track to meet its $1 Billion goal.

Identity & Brand

Our team developed the visual identity and brand guidelines including logotype, voice and tone, and styling of visual elements. The brand book was shared with RPI and partners to ensure a consistent development of all materials relating to the campaign.

Brand Consistency

The communications for the campaign—from the e-newsletter to the leave behind information sheets—all utilized consistent brand positioning.

Strategic Communications

As part of the intake we also learned about the advancement team’s outreach process and where there was room for improvement. The suite of communications we developed begins with an email introducing the campaign. Email recipients can click through to the website, Transformative.RPI.edu, to learn about outcomes and read first person stories illustrating the priorities of the campaign. The pairing of statistics and personal narratives gives a balance of qualitative and quantitative data—a compelling approach for the RPI community.

Pivoting to Digital

A practical function on the website is the campaign initiatives feature. During our intake meeting, we discovered that the advancement team relied heavily on one-sheet communications delivered to prospective donors in a folder. We moved this important content to the website to allow advancement officers to pivot seamlessly during a meeting and share targeted information in an interactive digital environment.

The Launch Video

To build on the power of storytelling, the website features a video that brings the campaign to life with energetic music, confident narrative, and inspirational visuals. The video premiered at EMPAC the evening of the campaign launch.

Power of Print

Naturally, we never forget the power of a high-quality printed piece. As part of the campaign suite, we developed an engaging and informative case statement. The dynamic cover unwraps, revealing outcomes from the previous campaign, and the case statement sits inside like a gift. Storytelling continues with student, alumni, and faculty profiles, persuasive statistics, and powerful portrait photography.

Event Collateral

The visual brand unified all of the communications from the invitation to the event program.

Interactive Save-the-Date

The alumni office received responses from alumni ages spanning 50 years sharing photos of their interactive save-the-date invitation.

Campus Signage

We developed banners to hang throughout the campus and bring on the road for offsite events.

Comprehensive Campaign Communications

From the website to the case statement to the event signage, the brand for “Transformative: Campaign for Global Change,” is bold, progressive, and warmly professional.

I loved working with 2communiqué—they are a high quality team focused on results. The brand they developed was spot-on. It inspired other communications for the campaign and energized the campus.

Richie Hunter, VP of Strategic Communications and External Relations