Nazareth College Capital Campaign
Challenge
In 2008, Nazareth College began the quiet phase of its Campaign for College and Community. The campaign needed a marketing communications plan for the public phase, which launched in 2010. The primary audience for the public phase includes regional philanthropists, foundations and corporations—many of which are not familiar with Nazareth’s work.
Solution
Zehno worked with Nazareth to define a messaging platform for the capital campaign and then developed the creative theme “Teach. Heal. Discover. Transform” to position Nazareth as Rochester’s premier educator of health care and education professionals. Our communications plan recommended print, interactive and social media tools to help friendraise and fundraise through the duration of the campaign.
Photography collages combine images of historical Rochester, Nazareth students and faculty, and patients and youth—connecting Nazareth to the past, present and future of Rochester. Transparent foil stamping and debossing give texture and depth to the print materials. The resulting look and feel is high-touch and emotional.
These messages come alive in print, on the web (including web videos), and in a blog. A supporting image advertising campaign helped build awareness for the college in advance of development officer contacts.
Results
The materials have been enthusiastically received, with one foundation even requesting extra copies of the case statement to distribute to its board. Fundraising to date for the campaign allowed the groundbreaking ceremony for the Integrated Center for Math & Science to take place on schedule.
Zehno’s capital campaign work with Nazareth earned a silver medal in the CASE Circle of Excellence competition, and the website won both the People’s Choice award for Best Giving or Campaign site in the 2011 eduStyle competition and an Award of Excellence from UCDA.