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 Plan

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

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-AAU president and a targeted email campaign
  • 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

THEN-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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