This is Michigan — Stories of Our State Campaign
Year: 2019
Award Level: Bronze
Award Winner(s): University of Michigan, Ann Arbor
Award: Circle of Excellence
From the Nominator
Through the review of U-M’s current messaging and outreach efforts, we found that the most common way the average Michigan resident was being exposed to U-M was through news stories. Most of our more compelling storytelling efforts (magazines, videos, social media) are going to audiences that are already affiliated with U-M and already believe in what we’re doing (student, alumni, donors, fans, etc.).
From the Judges
This initiative had a tricky target but impressive audience, residents of Michigan. That’s not an easy target to reach, but they achieved it through a well-done and strongly thought-out campaign that covered all aspect of digital and social media. All the bases were covered.