Challenge: The University of Kentucky faced a daunting challenge – Generate private funds to meet budget shortfalls that have a profound influence on the university and the entire commonwealth of Kentucky.
Solution: Create a large-scale live event to inspire, educate and motivate current, former and would-be donors to 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 to produce an emotionally-charged experience that moved this important audience to give.
GUIDEPOSTS LEAD TO SUCCESS
Starting with STORY, Level5 worked with the internal marketing and communications team to 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 compelling story was developed to tell of the urgent funding need.
Another key to campaign success was to articulate the greater MEANING of donating, of making the commonwealth of Kentucky a better place by supporting local students, attracting best-in-class faculty, and conducting the research that will unlock solutions to the commonwealth’s most pressing challenges. In-person and video testimonials from students, faculty and alumni were shared to show how donors are making a difference on campus and on the future of the university. Donors were shown how their lives would be enriched personally by such giving.
The DESIGN for the event incorporated a highly theatrical and intimate program for 400 attendees, seated-in-the-round, featuring live performances by 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.
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