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

Author

Listed:
  • Atlas, Heidi

    (Senior Campaign Communications Strategist, Georgetown University Office of Advancement, USA)

  • Chakravarty, Anupam

    (Senior Director of Digital Channel Strategy, Georgetown University Office of Advancement, USA)

  • Enochs, Chris

    (Senior Director, Video and Multimedia, Georgetown University Office of Advancement, USA)

  • Greene, Erin Mary

    (Assistant Vice President of Creative, Georgetown University Office of Advancement, USA)

  • Koss, Hilary

    (Senior Director of Communications Strategy and Operations, Georgetown University Office of Advancement, USA)

  • Levin, Amy

    (Associate Vice President of Communications, Georgetown University Office of Advancement, USA)

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.

Suggested Citation

  • Atlas, Heidi & Chakravarty, Anupam & Enochs, Chris & Greene, Erin Mary & Koss, Hilary & Levin, Amy, 2025. "Campaign communications: Laying the groundwork for a digital-first, phased campaign launch," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 9(4), pages 309-324, February.
    • Handle: RePEc:aza:jeam00:y:2025:v:9:i:4:p:309-324
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    More about this item

    Keywords

    campaign communications; marketing; launch; digital; content strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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