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January 2004
Dear Friends,
A resurgence of boldness swept the nonprofit sector in 2003, with many organizations making big plans to capture attention and long-term support. While economic uncertainty continued, many nonprofits concluded “this is no time for the timid”—and chose to articulate their visions, rally their supporters, and advocate for their causes more passionately than ever before.
Big ideas know no geographic boundaries. As I write this, two of Lipman Hearne’s senior consultants are returning from Barcelona, where they tested marketing concepts for the global-minded University of Chicago Graduate School of Business Executive M.B.A. Program. The trip builds on similar research initiatives in Singapore and Hong Kong. Throughout the year, we’ve expanded our work with the Persian Gulf nation of Qatar, raising awareness among worldwide media and educators of the Emir’s comprehensive initiative to reform the K-12 education system. Also in 2003, members of the firm traveled down under to conduct a marketing assessment for Australia’s flagship university, the University of Sydney, and trekked north to develop an integrated marketing plan for Canada’s renowned Queen’s University.
On the homefront, we worked with Tufts University’s Fletcher School of Law and Diplomacy, known for leadership in international affairs, on a marketing and media relations plan that guided positioning, institutional identity, and publications showcasing Fletcher’s worldwide impact. Big thinking also shaped communications strategy at the University of Miami, a dynamic gateway to Latin America and the world. To fulfill the ambitious vision of the new president, former HHS Secretary Donna E. Shalala, the University launched a $1.25 billion campaign to strengthen UM’s local and global impact. The fundraising materials we helped develop capture the sizzle and energy of the University and its city.
Other highlights of the year
In Chicago, we tapped into the creativity of world-class museums, including some of the city’s cultural grande dames—the Museum of Science and Industry and The Field Museum—and youthful faces, including the Chicago Children’s Museum. As always, we’re delighted to partner with The Morton Arboretum and the Chicago Botanic Garden—two of the world’s great living museums.
Wrapping up a year of special publications and initiatives to celebrate the 25th anniversary of the John D. and Catherine T. MacArthur Foundation, we designed a major media initiative to announce more than $40 million in special grants to 51 organizations worldwide with which the Foundation has worked over the years. We also handled media relations for two $50 million initiatives—one to reduce the threat posed by weapons of mass destruction and another to preserve and improve affordable rental housing across the country.
We launched a massive campaign—from email blasts to posters in high schools—for the Young Epidemiology Scholars Competition (YES), a major new scholarship program sponsored by The Robert Wood Johnson Foundation and the College Board. The eye-catching materials respond to the urgent need for young people to enter the field of epidemiology.
As an outgrowth of our work with The Atlantic Philanthropies, we developed a long-term project with the National Council on the Aging to explore models of civic engagement among older Americans. At the center of this project are talented veteran journalists who are roving the country to explore and report on issues related to older Americans. Their stories will be featured in many kinds of media, including a documentary for public broadcast.
The “Every Student Counts” marketing campaign we launched with the University of Cincinnati was a resounding success. We devised a 21-point plan for bringing in an additional 900 full-time students for fall 2003. The outcome: UC enrolled 1,900 more students than the previous fall, of which 852 could be proven to be directly attributable to the campaign. We also completed the initial stages of research and planning for an institution-wide integrated marketing and branding program that will advance every aspect of the University.
Our high-level research for the Purdue Schools of Engineering, conducted to support the institution’s strategic plan, took the pulse of engineering faculty at other schools, federal grantmakers, and corporate research sponsors. The results are guiding long-range efforts to raise the institutional profile of the nation’s largest school of engineering.
Here at Lipman Hearne
Our firm continues to grow steadily, with new staff taking us in interesting directions. Additions to our senior staff in 2003 included Jeff Stasik, a well-known independent graphic designer in Chicago; Jack Rohan, a senior writer formerly of the Chicago promotional marketing agency Frankel; and media specialist Margaret Ritsch, who joined our Public Affairs group in Washington.
This fall we underwent an internal reorganization to ensure our clients benefit from a seamless flow of smart, strategic, creative thinking—from research to analysis to implementation. In our new integrated service model, our research and consulting groups are combined and linked more directly to our creative services group and to public affairs in both offices.
We enter 2004 grateful for the strength, wisdom, and vision of the extraordinary nonprofit institutions we are fortunate to call our partners.
Best wishes for a prosperous new year,
Robert M. Moore, Ph.D.
Managing Partner
Institutions Served in 2003
Action for Healthy Kids
Alliance for Justice
American Diploma Project
Annapolis Group
Arizona State University College of Extended Education
Aspen Institute
ATHENA Foundation
Baldwin-Wallace College
Baylor University
Boehringer Ingelheim Foundation
Bowling Green State University
The Brookings Institution, Brown Center on
Education Policy
Bryant College
The Burnham Institute
California State University, Hayward
The Cancer Health Alliance of Metropolitan Chicago
Chicago Botanic Garden
The Chicago Community Trust
The Chicago Council on Foreign Relations
Chicago Historical Society
Childrens Hospital Los Angeles
Children’s Memorial Hospital
College Board
The College of New Jersey
The Community Foundation for Greater New Haven
The Community Renewal Society
Consortium for School Networking
Dayton Philharmonic Orchestra
Deaconess Community of the ELCA
Denison University
Depression and Bipolar Support Alliance
Diversity Pipeline Alliance
Dominican University
Duke University
Duke University, Center for Documentary Studies
Edison Schools
Elmhurst College
Evangelical Lutheran Church in America
The Field Museum
Fisher Graduate School of International Business
Frank Lloyd Wright Preservation Trust
The Lloyd A. Fry Foundation
The George Lucas Educational Foundation
Golden Apple Foundation
Graduate Management Admission Council
Holy Names College
Hoogendorn & Talbot
Howe Military School
Illinois Continuum of Care Regional Roundtable
Indiana State University
Institute for Advanced Studies in Culture
Institute for America’s Health
Jewish United Fund
Knox College
The Latin School of Chicago
Louisiana Board of Regents
The John D. and Catherine T. MacArthur Foundation
Manhattan College
Marine Biological Laboratory
Maryland Institute College of Art
Maryland Science Center
Medical College of Wisconsin
Mercersburg Academy
Million Dollar Round Table
Milwaukee Art Museum
Minnesota State Colleges & Universities
Minority Student Achievement Network
The Morton Arboretum
Museum of Science and Industry
Muskingum College
National Center for Primary Care
National Commission for Cooperative Education
The National Council on the Aging
National Family Caregivers Association
National Law Enforcement Officers Memorial Fund
The New Teacher Project
The North American Die Casting Association
North Cook Intermediate Service Center
Northern Illinois University
Northern Michigan University
Oakton Community College
Ohio Presbyterian Retirement Services
Premier Media Productions
The Presidential Appointee Initiative
Purdue University Calumet
Purdue University North Central
Purdue University Schools of Engineering
Qatar Education Reform Project
Queen’s University
The Ramah Day Camp
RAND
Regis University
The Robert Wood Johnson Foundation
Roosevelt University
Roycemore School
Rush University Medical Center
Russian-American Nuclear Security Advisory Council
Saint Xavier University
Seattle University
Seton Hall University
The Seven Hills School
Sewanee, The University of the South
Shedd Aquarium
Southwest Texas State University
St. Ambrose University
St. Bonaventure University
Suburban Job-Link Corporation
Success for All Foundation
Texas Tech University System
Trinity University
Tufts University, The Fletcher School
United Hospital Fund
Universidad de Monterrey
University of California Santa Cruz
University of Central Florida
University of Chicago—President’s Office
University of Chicago Graduate School of Business
Executive M.B.A. Program
University of Chicago Graham School of General Studies
University of Cincinnati
University of Colorado at Denver
University of Detroit Mercy
University of Illinois at Chicago
The University of Maine
University of Miami
University of Michigan School of Nursing
University of Minnesota School of Public Health
The University of North Carolina at Chapel Hill
University of Pennsylvania College of General Studies
University of Rochester
The University of Sydney
The University of Toledo
University School of Milwaukee
Vanderbilt University
Wake Forest University School of Law
Wallace Reader’s Digest Fund
Webb Institute
Western New England College
Wright State University
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