Campaign Marketing Communications Plan. Goals. Inform a wide range of alumni about Campaign priorities and funding needs Inspire and motivate alumni, parents, and friends to engage with Cornell and support the Campaign
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Regional focus groups
Preliminary message testing (Case for the Campaign drafts and discussion paper)Research
Case should be emotional and inspirational, appeal to both “heart and head”
Sense of urgency – why now?
Look forward, not back
Explain what this Campaign will do and its impact (measurable outcomes)Research/Key Findings
Cornell’s distinctive qualities – diversity, “any person…any study,” physical setting, commitment to need-blind admission and undergraduate education
Cornell is a leader in serving the world, importance of land-grant mission (“Cornell is the best place to solve world problems”)
Cornell is “life changing” for alumni, promotes a “can-do” attitude where anything’s possibleResearch/Key Findings
The Campaign will enable Cornell to be the leading research university committed to undergraduate, graduate, and professional education and service to the citizens of the worldMessage
Educating tomorrow’s leaders (undergraduate, graduate, professional student aid and support)
Faculty excellence (recruitment and retention)
Collaborative culture (interdisciplinary programs and facilities)
Strategic research investments
- Life Sciences, Computing & Information Science, Sustainability, HumanitiesMessage
How will University Communications support professional student aid and support)
the Campaign marketing communications plan?