Work: Association of American Universities (AAU)

Overview

The Goal

The Goal

Association of American Universities (AAU) - The Goal
  • BUILD AWARENESS

    of the Association of American Universities (AAU) among Washington, DC-based policymakers
  • SHINE LIGHT

    on the importance of the mission of AAU, its members and the overall work of research universities

The Strategy

The Strategy

Association of American Universities (AAU) - The Plan
  • LEVERAGE

    the iPhone 6 launch to highlight critical contributions universities have made to smartphones and mobile devices
  • DRIVE TRAFFIC

    to the newly created microsite about smart phone technology
  • CREATE

    an AAU storytelling campaign to highlight research accomplishments

The Execution

The Execution

Association of American Universities (AAU) - The Execution
  • CREATED AN INTERACTIVE MICROSITE

    displaying the key components of smartphones, which were based on federally funded university research
  • CONDUCTED MEDIA OUTREACH

    using an op-ed penned by then-president and a targeted email
  • CREATED A STORYTELLING CAMPAIGN

    that showed the value of an undergraduate education at a research university that let students speak directly about their research accomplishments in their own words

The Results

The Results

THEN-AAU PRESIDENT HUNTER RAWLINGS III WAS INVITED

to write an op-ed for the Washington Post

THEN-PRESIDENT RAWLINGS WAS INTERVIEWED

by The New York Times

MEDIA OUTREACH RESULTED IN HEIGHTENED AWARENESS

of the AAU undergrad stem research

Association of American Universities (AAU) - The Results

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