Best of CASE District V Award
 

Institution: Michigan State University

Title of entry: We are Michigan's State University

About this entry: Michigan State University makes vital contributions within the state of Michigan, and this is communicated regularly with our audiences through news stories and other content about partnerships and programs. When it came time to promote the university at a major conference of key leaders and policymakers in the state, we knew we needed to capture our impact in a concise and powerful way.

Building on a fast-paced video style with bold graphics shown to be successful in past projects, we set out to create a “hype” video highlighting how MSU drives the state and its students forward, all in just 30 seconds. The video anchored a sponsorship presence at the Mackinac Policy Conference by being shown on multiple screens throughout the venue where it could be viewed by about 1,600 attendees. It also was posted on the university’s website, YouTube and social media channels, where it reached a larger audience of alumni, employees and students.

This video delivers a powerful set of key messages — from being a top 40 public university, to contributing nearly $6 billion in economic impact and having over 285,000 alumni living in the state — and continues to leave a lasting impression that supports the narrative that MSU is truly Michigan’s state university.