Innovate Indiana Campaign

CLIENT

Office of the Vice President for Engagement

PURPOSE

Let Indiana and the world know that IU means business—the university is fueling income growth and new jobs through its discoveries, creativity, and brilliant ideas. Campaign pieces are intended to connect with key Indiana and national communicators to stimulate funding, partnerships, and business and relationship development for the university.

STRATEGY

Devise a creative campaign to raise awareness and drive audience to the VP for Engagement Web site: innovate.indiana.edu. IU Creative Services came up with a creative concept—a series of messages that turn clichés about Indiana (cornfields, highways) on end to show Indiana's "Highway of Innovation," "Brainpower" as the state's "Greatest Business Generator," and our biggest cash crop, entrepreneurs. The campaign included ads, billboards, event programs, and a postcard series with stories about all IU campuses' engagement success stories.

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