Through much of 2020, McMaster’s new president undertook a series of conversations with the university community and beyond to inform the development of a new strategic plan and create a bold, long-term vision for the university. Doing this during a pandemic meant the traditional approach to such things was not an option and called for an innovative approach.
When it came time to engage the entire university in this important process, the Communications and Public Affairs team worked with the President’s Office to embark on a comprehensive five-week web/social media-based campaign to raise awareness and draw insights from the broadest possible range of people—students, faculty, staff, alumni, government, and community partners—from across the university community.
Relying on a dynamic series of short, compelling videos, bolstered by an aggressive social media focus, the Shape the Future campaign was tremendously successful in garnering widespread participation in the university’s vision process, and building enthusiasm for the project. The campaign also served as a master class in virtual engagement.
From the Judges
A real engagement campaign with lots of opportunities for two-way conversations, unlike many campaigns in this area which can be one-way/broadcast. Really creative way of explaining what can be a boring subject and recognizes the different aspects of planning.
