the experiences

Goal

Launch “Meliora – Ever Better,” the University of Rochester’s largest capital campaign to date, in a way that would help key constituencies better understand the concept and power of One Rochester.

Strategy

The campaign launch represented a key stewardship moment and an important milestone for all Rochester campuses and community. Feats crafted two nights of programming for two distinct audiences to build upon the campaign messaging. The events were held during Meliora Weekend, an annual weekend gathering that serves as homecoming, parents’ weekend and reunion, to leverage the audiences that would already be visiting campus.

The first celebration was a VIP event targeting top-level donors and prospects. To bring the university mission to life Feats crafted a series of “conversation areas.” These message-driven vignettes were each centered around a campaign priority and staffed by students and key faculty. Guests learned about specific leading initiatives in a way that was organic and interactive. The dinner program merged the three Rochester campuses through stories told by faculty, patients and students of the university’s profound impact on their lives. These moving stories culminated in an affecting debut performance of a composition created for the occasion by the Dean of the Eastman School of Music and performed by a 60-piece student orchestra.

The second night of the launch was open to the entire university community. Many of previous night’s elements were repurposed, creating an open house feeling. In partnership with the University of Rochester staff, a roster of spirited entertainment by student groups representing all three of the university’s campuses was developed. Guests learned about a host of projects currently being undertaken by the university and gained rare access to key faculty in a fun, collegial atmosphere.

Impact

Donors, alumni, students and all manner of stakeholders left more informed, inspired and proud of their university. They were armed with knowledge regarding the goals of the ambitious campaign and an understanding of how they could help advance its success.