University of Washington’s 150th Anniversary
Pioneers in Education, Research and Impact
Our work with UW over the past five years has enabled us to shape public opinion on the value of education ranging from the earliest learners (infants) to those pursuing higher education. Seven November was the agency of record for the UW’s 150th anniversary campaign (www.UW.edu/150) where we used the platform of celebrating the university’s heritage and community partnership to communicate the importance of access to and affordability of higher education.
We were initially retained to develop the overarching communications plan for the university’s 150th anniversary. To accurately reflect the views of the university’s many stakeholders, we engaged in a series of cross-campus interviews, evaluated communications resources and priorities, and conducted a national scan for best practices in higher education milestone celebrations. Because the resulting campaign needed to be implemented with limited resources, we calibrated the strategies to the capacity (skill set and financial) of our internal clients.
The resulting plan fostered a creative approach to using the anniversary to highlight the extensive good work of the university and to raise awareness of the value and importance of higher education. The plan included a range of strategies including sponsorships, public events, earned media, social media paid advertising and statewide stakeholder engagement.
Following the plan delivery, Seven November was retained by UW to implement the public relations and earned media portions of the plan. The resulting 18-month campaign garnered significant, on-message national and regional media coverage, comprehensive social media exposure and brought new voices to the higher education conversation in Washington State.