Campaign communications: Laying the groundwork for a digital-first, phased campaign launch

Heidi Atlas, Anupam Chakravarty, Chris Enochs, Erin Mary Greene, Hilary Koss and Amy Levin
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Heidi Atlas: Senior Campaign Communications Strategist, Georgetown University Office of Advancement, USA
Anupam Chakravarty: Senior Director of Digital Channel Strategy, Georgetown University Office of Advancement, USA
Chris Enochs: Senior Director, Video and Multimedia, Georgetown University Office of Advancement, USA
Erin Mary Greene: Assistant Vice President of Creative, Georgetown University Office of Advancement, USA
Hilary Koss: Senior Director of Communications Strategy and Operations, Georgetown University Office of Advancement, USA
Amy Levin: Associate Vice President of Communications, Georgetown University Office of Advancement, USA

Journal of Education Advancement & Marketing, 2025, vol. 9, issue 4, 309-324

Abstract: This paper provides a detailed insight into the communications strategy for the rollout of Georgetown University’s US$3bn fundraising campaign, which involved a gradual, primarily digital launch. A systematic and transparent process enabled the advancement communications team to define its objectives and audiences, develop a strong campaign identity, plan for high-impact collateral, maximise existing communications tools and activate the university community in service to the campaign ambition. Readers will learn about the six guiding observations shaping Georgetown’s work, how communications staff engaged the Board of Directors during the development of the campaign positioning, and the opportunities presented by a digital-first approach. This paper also shares specific strategic considerations that shaped Georgetown’s campaign communications planning and execution — questions that every institution could use to take a principled approach to launch.

Keywords: campaign communications; marketing; launch; digital; content strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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