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Launching the largest development campaign ever to be undertaken by a public university is not a challenge to be taken lightly. Recognizing the importance of a powerful theme and visual identity, the University of California, Los Angeles (UCLA) chose MCo to develop and implement a comprehensive communications program to support its capital campaign, which was set to raise $1.2 billion.
To build consensus within UCLA's decentralized environment, MCo began by conducting interviews, focus groups and communications workshops to help shape the campaign's messages and strategies. MCo also developed the campaign's theme, "UCLA - Where Great Futures Begin," creative treatments and a system of collateral materials that capture and describe the University's dynamism, multitude of successes and opportunities for involvement.
Campaign UCLA began in July of 1995 with a goal of $1.2 billion and a series of nine objectives aimed at increasing support for key measures and at raising the bar for annual support that had leveled out at approximately $100 million per year. The Campaign exceeded its goal, raising $3.05 billion in cash and pledges before concluding at the end of December 2005. This accomplishment gave UCLA the distinction of being the first university to reach $3 billion in a capital campaign.
- Design and branding
- Focus group facilitation
- General counsel
- Materials creation
- Stakeholder interviews