KETTERING UNIVERSITY

LEARNING COMMONS GRAND OPENING 2022 - CASE STUDY

PROJECT
Create and execute a communications plan to promote the Sept. 23, 2022, grand opening of Kettering University’s $63 million, 105,000-square-foot Learning Commons building.

The goals for the project:

•    Communicate the value of Learning Commons to Kettering students, faculty, staff, the Flint community, donors and co-op companies.
•    Highlight Kettering’s commitment to excellence and forward-thinking opportunities, experiences and solutions that help its students succeed in their careers and their lives.
•    Establish the Learning Commons as a revolution in how universities conceptualize space to create and support behaviors and collaboration.

TACTICS

Coordinated all aspects of media relations, including:
•    Key message development.
•    Media advisory. 
•    Press release.
•    Media training.
•    Compiled press kit.
•    Developed event briefing book.
•    Media outreach/interviews and coverage tracking.

Created event collateral materials, including:
•    Branding proposal - Campaign logo and brand guidelines. 
•    Invitation (postcard and digital).
•    Save-the-date notification (print and digital).
•    Souvenir program.
•    Email banners.
•    Magazine ad.
•    Light pole banners.
•    Large hanging banner.
•    Event signage.
•    Tv Screen graphics.
•    Floor maps and parking maps.
•    Website graphics.
•    Name badges.

Provided on-site support for the event.

RESULTS

The event was attended by more than 150 people, including local and automotive media:
•    Kettering University President Dr. Robert K. McMahan was interviewed by nine media outlets.
•    The ceremony was covered in more than 20 media outlets and mentioned in more than 25 social media posts.
•    Coverage in key online/print, radio, and TV, including: Automotive News; Flint Beat; MLive/Flint Journal; SME Manufacturing Engineering; WEYI-TV NBC; WNEM-TV CBS; WJR-AM; WJRT-TV ABC; WWJ-AM and WardsAuto,.
•    Media impressions ad value

 

CAMPAIGN BRANDING PROPOSAL
LEARNING COMMONS SOUVENIR PROGRAM