Individual Public Relations and Community Relations Projects

General Observations

40 entries were received in this category. Careful deliberation and thought went into examining of each entry. A couple of entrants sent in material that appeared to be important projects at their schools but had little apparent communications or marketing components and were, therefore difficult to review. All in all, it was a fairly strong group, but several entries were ahead of the pack and rose easily to the top. The judges did not award a grand gold award.

Comments on Winning Entries

Gold Medals

Indiana University, (Innovate Indiana Campaign)

• This was the total package. The vote was unanimous that Indiana developed and implemented a classic campaign to meet a well-defined challenge, using innovative ideas and a comprehensive approach. Judges' comments included "clear headed," "well-focused, "great ideas," "nice graphics and "very professional." This campaign was ambitious and designed to completely change the nation's thinking about IU as a possibly provincial, Midwestern school lagging behind others. The judges loved their creativity: "Highways become strands of DNA, corn fields become crops of engineers, power lines turn into business generators," and the sense of excitement and newness of the campaign. The brochure explaining how IU contributes to the state's economy was clean and easy to digest. The Web site, outdoor advertising and many other components added up to an impressive effort that is already yielding results.

University of Maryland, College Park, (2008 Video Holiday Card)

• "This entry was a joy to watch," said one judge. "Each time I see it, I smile," said another. For sheer energy, fun, spirit, creativity and good feelings, the DVD was one of the most innovative and well-produced holiday greeting products ever. It deserves a gold award for going way out the box, managing to involve virtually all parts of campus, including the president, a classroom, sports mascot, etc, in a fast-paced hilarious journey as everyone comes together with display cards to wish the viewer happy holidays. It's cool, its amazing, it took lots of work and coordination, and it left parents, students, alumni, donors and everyone else feeling extra connected to a school that says, "We're good, we're proud, we're fun...come join us!" A terrific way to build unity and tradition.

Silver Medals

Michigan State University, (Facility for Rare Isotope Beams or FRIB)

• The judges were impressed with this "David vs. Goliath" story for one major reason: the results. Michigan State wasn't seen as having much of a chance to become the host site for the Facility for Rare Isotope Beams. The communications team had a clear objective: convince Washington that MSU was the ideal location. With a budget of $170,000, the team launched an aggressive, comprehensive campaign to educate policymakers and the public of MUS's attributes and why it should win. There were many audiences to convince. The judges liked the interdisciplinary, campus-wide approach, using everything from student support ("Bring FRIB to our CRIB" T-shirts) to Facebook, high-powered advisory teams to middle and high school teachers. A steady drumbeat of messaging and well-placed media coverage clearly contributed to the end result: they got the facility. This resulted in national stories that further added luster to MSU's reputation. "The school won the lab based on its science and what it could offer," said one judge, "but they deserve the silver because the campaign obviously was well-planned and contributed to their meeting their goal."

St. John's College, (Summer Classics Brochure 2008)

• This entry was simply gorgeous. At first glance, judges were wowed by the beauty and artistry, but more than that - "What I love about this entry was not only that it was beautiful, but that it did what a good publication should do," said one judge. "It brought in the people to classes that they had targeted, and it did so by being completely true to the feel and brand of the college. In other words, this looks exactly like St. John's College, so it makes the perfect connection." The Summer Classics brochure had a very specific goal: to increase participation by reaching a national and international well-educated audience and attract them to the special summer seminars. Using art related to one of the seminars with brilliant, bringing a "strong visual appeal" and reflecting a richness of subjects to be studies. Several of the images were from library archives. Very nicely done.

Bronze Medal

North Carolina State University, (Red Means Go Campaign)

• This $1 M campaign using an outside agency as well as hard work from the university staff tried something different and the judges approved. "Red Means Go" was based on the university's values and was presented as "confident, yet approachable; proud, yet grounded; impatient, yet focused."With very clever, plain-speaking ads with a bit of attitude, NC State is well on its way to changing perceptions. Its difficult at this time to gauge the campaign's effectiveness, but with Web banner ads like "Maybe the yellow brick road is read" and "signing bonuses aren't just for athletes," they are delivering a consistent, strong brand message of boldness and cutting-edge "we're waiting for everyone else to catch up" progress. The judges applauded them for not doing the same old thing...and keeping it simple.