Award: Silver

Institution: University of California, Davis

Title of Entry: New inspiration for the Veterinary Medical Center Campaign

About this Entry: UC Davis Veterinary Medicine is three years into a decade-long $500 million fundraising campaign to build a new Veterinary Medical Center. Initially, the campaign was launched with materials that were very technical, containing schematics, specifications, and even a pricing table for naming opportunities. To renew interest and enthusiasm for the campaign, we launched a fresh marketing initiative that used client stories to build emotional connections to the idea of the new center and to showcase the innovation at UC Davis that will be turbocharged by a new medical center. The campaign helped to turn around negative perceptions of communications at Veterinary Medicine and to inspire new interest in the Veterinary Medical Center campaign.