Expect Greater: Changing the Course from What's Happening to What Can and Should Be-Expect Greater: Changing the Course from What's Happening to What Can and Should Be

Video Transcription

Video Summary

The Council for Advancement and Support of Education (CASE) presented an online webinar titled "Expect Greater: Changing the Course of What's Happening to What Can and Should Be." The speakers, Becky Furtado, from UC Davis Development and Alumni Relations, and Kyle Kastranec, from oLogy, discussed their collaboration in creating a successful campaign brand for UC Davis.<br /><br />Becky Furtado provided strategic leadership for marketing and communications for UC Davis Development and Alumni Relations. She led the development of a dynamic campaign brand to complement a new master brand. Kyle Kastranec, as the creative executive director for oLogy, worked to create effective communications that bring brands to life.<br /><br />The webinar emphasized the importance of collaboration and the alignment between the master brand and the campaign brand. They discussed the process of gathering input from key stakeholders, such as university leadership, faculty, donors, and alumni, to develop the campaign brand messaging. The aim was to highlight UC Davis' impact on the world and motivate donors to support the university's various initiatives.<br /><br />The campaign included a comprehensive marketing communications plan, which focused on various channels such as a campaign website, case statements, email marketing, social media, paid media, and out-of-home advertising. Results were measured, showing positive engagement, increased website traffic, and successful fundraising outcomes.<br /><br />Overall, the collaboration between UC Davis and oLogy resulted in a successful campaign that communicated UC Davis' mission and engaged donors effectively. The webinar concluded with key takeaways, including the importance of maintaining momentum, aligning the master and campaign brands, leveraging the diversity of the university community, and being flexible and adaptable in a changing environment.

Keywords

CASE

online webinar

collaboration

campaign brand

UC Davis

marketing communications

donors

engagement

website traffic

fundraising outcomes