From the Nominator

"Our People of Progress storytelling initiative reflects our larger institution-wide effort in brand reputation, organizational change, and audience-centered marketing campaigns—all anchored on the theme of progress. Through website profiles, social posts, video storytelling, targeted recruitment emails, and print publications, we introduced a coordinated brand approach celebrating the environment that cultivates ever-evolving progress.     

So, what does it take to truly make progress? Our team showcased progress not just through flashy, triumphant stories, but also by including the sometimes messy, surprising, and confusing detours that move our people and programs—and us all—forward.       

Stories honored the spirit of progress as an ongoing force dedicated to the greater good—not without periods of struggle. Examples include a physics student who, after a dark period of self-doubt, joined a NASA mission; a PT alumnus whose cancer diagnosis shaped his career as a quality-of-life champion for other cancer patients; a sport management professor whose unconventional advice starts with, “Make mistakes!”; and a CEO and model on a mission to fight racism and the status quo.     

We sought an approach that elevated the struggles, as well as the outcomes, because we know our target audience, Gen Z, dislikes glossy marketing and values unvarnished authenticity. The results included high levels of social media engagement and excitement on campus with special events themed around progress. For instance, we integrated People of Progress into Family Weekend and an admitted students program featuring “progress panels.” Speakers included IC’s president who shared her personal story of transformation."

From the Judges

We're always told to tell stories about people. This campaign does that so well, aligning with the brand and having clear criteria for its subjects. The posters, stories, social and videos consistently carry through on the theme and the brand elements. We were very impressed with the project execution across platforms and media. A great job that will serve as a model to other institutions.