As a new leader, how do you enable change in a large organization, and ensure a strong vision? When Alec D. Gallimore, the Robert J. Vlasic Dean of Engineering, took office in June 2016, he was already well on his way to thinking big for the College. Gallimore and his team outlined a Vision and Mission Statement that would lead the College to the next level, and a set of Values to help guide our community.
As the College’s Communications & Marketing Team, our charge was in creating a messaging and branding framework around those Vision, Mission and Values, and help raise awareness of, understanding around and acceptance towards the new path.
To do so, we undertook a year-long messaging, design, communication and marketing campaign, which included a multi-platform approach. This work is far from complete, as the need to continually inform and inspire is rooted at the heart of helping the College achieve its mission. But we have laid down a framework that will continually be built from and expanded as progress is made.
Our objective in this campaign was to support and lead marketing communications efforts for this “great to best” strategic plan. We were to embrace the new vision, mission and values, and work closely with College leadership to identify strategic messaging points and platforms needs, executing those through strategic storytelling, design and digital campaigns.
In doing so, we developed the branding and messaging for “Michigan Engineering 2020: A Strategic Vision.”