Raising $1.4 Billion

Our twelve-year-long collaboration with University of Miami has included philanthropic marketing for a $1.4 billion campaign, a website redesign, and a new brand identity—all in the service of helping the university convey and enhance its unmistakable momentum in research, academics, and alumni engagement.

 

Services: Philanthropic

 

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Our twelve-year-long collaboration with the University of Miami started with philanthropic marketing for a $1.4 billion campaign. Since then, our collaboration has helped the university convey its impact and make its mark, figuratively and literally.

To launch the campaign, the first major campaign in over a decade, Lipman Hearne identified the strategic, visual, and verbal thread that would transform varied campaign priorities into a unified and compelling vision worthy of support: Momentum. The CASE award–winning campaign surpassed its goal and raised $1.4 billion, with hundreds of gifts coming from first-time donors.

In a dramatic redevelopment, Lipman Hearne turned the university’s institutional website into a usable tool for multiple audiences—while reinforcing University of Miami’s positioning and key brand characteristics with compelling stories of research impact and academic achievement.

Based on our market research, Lipman Hearne helped make University of Miami’s highly recognizable and more contemporary athletic logo its institutional identity and developed comprehensive graphic standards to guide its usage.

Lipman Hearne’s print, online and internal communications, video, public relations, social media, and other integrated marketing efforts have paid off. University of Miami was named Company of the Year by the editors of South Florida CEO magazine, jumped 16 spots in U.S.News & World Report’s “America’s Best Colleges,” and recruited the most selective class. After the extraordinary success of the first campaign, we were asked to collaborate with the University on a second campaign—Momentum 2. Currently in market, the campaign has a $1.6 billion goal.

 
Momentum: Miami raised nearly $1.4 billion, supported by CASE award-winning communications, including print, video, web, and this campaign identity.
A suite of campaign communications made the case for all of the university’s enterprises.
The campaign website featured updated news and donor profiles.
Recognition: A redesigned institutional website highlights research and academic prowess, showcases campus activity, and invites interaction.
Making the mark: Based on our research, we transformed the athletic logo (the U) into a universal institutional mark that conveys new energy and dynamism to the whole university enterprise.
Results: President Donna Shalala now presides over an institution ranked in the top tier of national universities.