University at Buffalo

Situation

Travers Collins & Company was approached by the University at Buffalo to publicize the findings of a recently completed economic impact study in an effort to raise awareness of their UB 2020 strategic plan. Realizing that this announcement had much greater potential, Travers Collins & Company proposed that the university take things further and create an advocacy group to galvanize the community around the university through education and grassroots support, and ultimately serve as legislative advocates for increased backing from New York State.

Execution

Travers Collins & Company developed a strategic communications plan to create and brand the advocacy group - the UB Believers - as well as build membership and raise overall awareness of the positive impact of the university on the quality of life in Western New York and its economy. We worked with UB to do market research to determine public perceptions of the university and its role and impact in the region; created a branding campaign; recruited a leadership group of diverse and well-connected community members; and developed a message platform, collateral materials and web content. TC&C also managed the campaign launch and achieved on-message media coverage in publications around the state that promoted the group and its goals.

Results

Less than six months into the campaign, the UB Believers advocacy group increased membership to more than 4,000. In addition, the campaign and its advocates helped raise awareness of the university's funding goals among key elected officials, including Governor Eliot Spitzer who pledged to support UB's 2020 strategic plan in his 2008 budget. The campaign also received widespread media coverage, the support of the Buffalo Niagara Partnership and anecdotal evidence that indicates the campaign is well known and respected in the community.