Bryn Mawr College - SteegeThomson

Bryn mawr college

A campaign that defied expectation.

“This place is magical.” It’s an idea we heard expressed by a Bryn Mawr alumna and ran with. Because we felt it, too. We also felt the challenge and commitment that Bryn Mawr students, faculty, and alumnae bring to everything they do. That’s why, after a thoughtful discovery process that included refining a campaign narrative in concert with a group of highly qualified and communicative alumnae, we proposed a campaign identity full of pride, aspiration – and spirit.

what we did

Research + discovery
Campaign narrative + messaging
Campaign brand
Case statement
Photography
Launch, celebration, and stewardship videos
Annual fund

Designed to do so

DEFY EXPECTATION (with its built-in #EXPECT BRYN MAWR hashtag) did what it was designed to, generating greater engagement and greater giving than any campaign in the College’s history. It also served as a rallying cry for one of the campaign’s most important goals: to encourage alumnae to tout their affiliation with the College, to connect with each other, and to do so loudly and visibly.

“How will I defy expectation? Just wait and see.”

Beyond Engagement

Branding the appeals of the Bryn Mawr Fund to the campaign boosted annual giving by over $1 million almost immediately. Structured around a set of keepsake postcards, the Fund appeals also contained an iconic lantern vinyl that enabled alumnae to show their connection to the College easily.

Drawing Crowds

The anthem film we created inspired cheers and tears at the campaign launch event, and the shorter “reveillé” cut posted on social media drew tens of thousands of views in its first week posted. It also served as a teaser, as all alumnae were invited to screen the full-length film at a series of regional kickoff events.