From the judges: THIS is how a successful campaign looks, feels and lives. The Missouri State University "Onward, Upward" campaign is a gem on all accounts. Unique aspect of keeping a secret while also inspiring attendees to come. Great marketing materials. Outstanding work!
It's ON - Missouri State University "Onward,Upward" Campaign Launch Event
Special Events > Single Day
Institution: Missouri State University
Title of Entry: It's ON - Missouri State University "Onward,Upward" Campaign Launch Event
About this Entry: Missouri State University kicked off the largest comprehensive campaign in university history in October 2019.
To launch the campaign, explain it to the community and build excitement, we held a special event called “It’s ON!” on Oct. 26, 2019. It’s ON! coincided with Homecoming weekend, so alumni were able to share in the excitement.
It’s ON! was a surprise event. We invited people to something special, without revealing the event’s true purpose. A teaser campaign began months in advance to generate buzz. More details were released as the event date drew near.
The event consisted of:
• A specially produced show at a campus performing arts venue with high-profile speakers (including famous alumni), university singers, videos and other performances. It was open to anyone, and broadcast live online.
• A pre-show VIP reception for upper-level donors and special guests.
• A Party on the Patio, hosted by student leaders, for students and other people who waited in line to get into the show.
• One-of-a-kind swag bags for show attendees.
• A choreographed fireworks display and food truck fair in the heart of campus.
• A post-event VIP meet and greet event with campaign chairman/actor John Goodman, an MSU alumnus.