University of Minnesota
University Relations
Our Brand: How to Convey It

Our Brand: How to Convey It.

Big impact marketing without the big impact cost

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Last spring Tony Baisley was in a familiar position for communications directors across the University. He needed to come up with a communications campaign to share the amazing work of his faculty while operating on a tightened budget.


Tony and his staff worked with a small team from University Relations to develop five ads sculpted to the stories of his School of Nursing faculty, using the University's Because campaign. It proved to be a success. They built an affordable series, and the school has infused the creative theme throughout its communications.

After he first determined which School of Nursing stories to highlight, Tony turned to UR to help articulate the work and design a creative. He was able to leverage the University's brand and Because templates - saving his money and maximizing communications impact. "We would have had to try our own hand at this or hire an agency to tackle it were it not for their partnership," he says. Tony was also able to work with a team that was familiar with the University and its brand standards. There wasn't the learning curve that an outside designer would have faced.

Going forward, Tony is repurposing the ads throughout the School of Nursing. They hang as artwork in hallways, are part of notecards to donors, and are table tents at events. Next up? "We are now building off the original five ads," he says, "and creating new ones featuring strategic areas of opportunity for us!"

If you want to leverage Driven to Discover in your communications, contact me at

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