The University of Kentucky partnership with Level5 Events by The Expo Group
Challenge: The University of Kentucky faced a daunting challenge. They needed to generate private funds to meet budget shortfalls. This has a profound influence on the university and the entire commonwealth of Kentucky.
Solution: Create and design a large-scale live event to inspire, educate and motivate current, former and would-be donors. This would contribute to the largest comprehensive campaign in the university’s history. Level5 Events by The Expo Group used elements from its six guideposts that drive event success. This design was to help produce an emotionally-charged experience that moved this important audience to give.
The goal for the University of Kentucky partnership with Level5 Events by The Expo Group was to inspire and transform their current process. Starting with STORY, Level5 worked with the University of Kentucky’s internal marketing and communications team. This helped unlock the tale of University of Kentucky, a true land-grant institution serving the commonwealth, the nation and the world. Through input sessions with professors, department heads, staff and President Eli Capilouto, a story was developed to tell of the urgent funding need.
Another key to the campaign’s success was to articulate the greater MEANING of donating. Because of their donations, it makes the overall commonwealth of Kentucky a better place. It creates support for local students, attracting best-in-class faculty, and conducting the research. It will also unlock solutions to the commonwealth’s most pressing challenges. The presentation included in-person and video testimonials from students, faculty and alumni. This helped show donors how they would make a difference on campus, and with the future of the university.
The DESIGN for the event incorporated a highly theatrical and intimate program for 400 attendees. The stage was a seated-in-the-round, featuring live performances. Some of the live performances included a dobro guitar virtuoso, a student-led bluegrass band, a 300-person choral group, large-format video projection and a custom musical score with moving speeches.