CASE STUDY - 03
Integrated Campaign Strategy
To mark its 100th anniversary, the Leavey School of Business launched a year-long Centennial campaign celebrating a century of scholarship, community, and impact. The initiative brought together alumni, students, faculty, and partners through flagship events and integrated storytelling - while positioning Leavey as a national leader in business education.
SCOPE
Campaign Strategy
Creative Direction
Brand Identity
Event Production
The Challenge
The Centennial arrived at a critical inflection point - the school needed to rebuild momentum, reconnect its community, and assert its place as a national leader in business education.
-
Alumni and donor engagement had weakened following the pandemic
-
The Leavey brand was fragmented across departments and audiences with no unified identity
-
The school carried a primarily regional reputation with limited national visibility
-
A new University strategic plan required aligned messaging and positioning
The Opportunity
A once-in-a-generation milestone called for a campaign that could do more than celebrate - it needed to reconnect, reposition, and unify the Leavey brand for the next century.
We centered the campaign on a dual narrative of legacy and future - honoring 100 years while signaling what comes next. By leading with experience, emotion, and a consistent visual identity across every touchpoint, the campaign gave alumni, students, faculty, and partners a shared moment to rally around.
Bringing it to Life
Campaign Identity & Brand System
Directed the Centennial visual identity and established a unified look, feel, and messaging framework across all touchpoints and departments
Flagship Events & Experiences
Led multiple large-scale events reintroducing high-touch, in-person engagement, including full event branding, invitations, and materials
Commemorative
Book
Led development of an 80-page Centennial publication from concept through production, in partnership with editorial and research teams
Content &
Storytelling
Produced a large-scale community video and sustained narrative content connecting Leavey's past, present, and future
Digital & Social Campaign
Launched an ongoing content series featuring historical milestones, community stories, and Centennial trivia
PR &
Media
Led PR strategy, secured thought leadership placements for the Dean, and supported the NYSE bell ringing activation
.png)
.png)
Impact
2
-
Re-engaged alumni and key stakeholders following a period of reduced connection post-pandemic
-
Delivered high-visibility flagship events that reestablished the Leavey experience at scale
-
Expanded brand visibility regionally and nationally through media placements and the NYSE activation
-
Drove adoption of a unified campaign identity across departments for the first time
-
Established a new benchmark for integrated campaigns at Leavey
MarCom Gold Awards
My Role
-
Defined the overarching campaign strategy, narrative framework, and brand positioning as Interim Associate Dean for Marketing & Communications
-
Directed and designed creative across all channels, from visual identity to event materials to digital content
-
Managed external partners across design, events, and editorial production
-
Worked closely with the Dean and senior leadership throughout the campaign
-
Oversaw end-to-end execution with a lean internal team
