The campaign for Belmont Abbey College.
Since 1876, Belmont Abbey College has educated students in the liberal arts and sciences, so that students may lead lives of integrity, succeed professionally, become responsible citizens, and be a blessing to themselves and to others.
We had the privilege of working with Belmont Abbey College to kick off the public-facing phase of a substantial fundraising effort to further these goals. Having raised about $70 million of a $100 million goal in its silent phase, the Catholic college’s “Made True” campaign needed a brand, collateral, advertising materials, public relations initiatives, and media coverage to help secure the remaining $30 million. These funds will help to ensure the college’s sustained service, and attain its lofty mission aspirations.
Made true.
The foundation of the campaign is the "Made True" logo, created through an extensive collaborative effort with the college’s marketing team. Everything from the mark’s proportions to color palette were designed to complement the existing College brand elements, yet stand alone on its own merits.
The mark's iconography represents a layered meaning of the college’s philosophy and campaign’s goals, including: hand-made bricks (the College’s trademark, and part of the Benedictine monk tradition), gothic architecture, and Christian imagery.
Campaign creative.
From a high-quality brochure for direct mail to notable alumni, to branding for a custom beer based on one of the college’s monk’s recipes, and an epic campaign introduction video, the creative elements were all designed to not only establish the campaign’s brand, but to create buzz in the community and distill a complex message in a way that will encourage giving.
Campaign launch.
To officially launch the “Made True” campaign, we worked with the college’s team to host a black tie event at Founders Hall in Uptown Charlotte. Community and church leaders, faculty, alumni, and other influential and notable individuals attended the soiree. We coordinated extensive event and campaign coverage by both secular and religious media outlets. A robust social media strategy built tremendous anticipation for the unveiling. And, to top it all off, we coordinated with the City of Charlotte to have the city’s skyscrapers adorned with Belmont Abbey’s brand colors the entire weekend of the reception.
It all culminated in a momentous event that launched a surge in donations and campaign brand awareness: less than two months from the campaign’s outset, an additional $2 million was raised.
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