Proposal to:

The University of Cincinnati Foundation/UC Bicentennial

06/02/2017

CREATING A MEMORABLE BICENTENNIAL

312.356.8000

200 South Michigan Avenue, 16th Floor, Chicago, IL 60604

lipmanhearne.com info@LipmanHearne.com #thatswide

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WE WANT YOU TO GO WIDE. Because wide is where

the answers are. Wide contains the small, overlooked detail

and the expanse of the landscape. Wide sees it all and misses

nothing. Wide is strategic and focused. Wide is disciplined.

Wide is the space we occupy. And we want you to be there,

too. So widen your expectations. We’ll show you how.

This proposal contains proprietary information and is confidential.

Lipman Hearne 3

Table of Contents

About Us 4

Our Understanding 5

Our Approach 7

Budget 17

Our UC Bicentennial Team 19

Case Studies & References 28

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About Us

Lipman Hearne provides marketing communications strategies and solutions

to strengthen visionary institutions. From brand development to digital

platforms, from capital campaign support to awareness generating programs,

our job is to clear new paths to success for our clients.

Qualifications and Resources

With almost 60 professional staff members representing a full range of

disciplines, we have worked with many of the best foundations, advocacy

organizations, cultural institutions, and universities in the country. Drawing

on our combined expertise in brand building, philanthropic marketing, and

communications, we offer a full array of services to help organizations

achieve identity, positioning, visibility, and fundraising goals. What’s more,

we are a fully integrated, full-service marketing and communications agency.

For our clients, this means that outcomes result from the work of leaders

with proven expertise in the nonprofit space.

Our History

Lipman Hearne can trace its roots to the founding of Lipman Design in 1966

and of Hearne Communications in 1969. The two companies worked closely

together on behalf of a number of large clients, including the University of

Chicago, the Institute of European Studies, and the John D. and Catherine T.

MacArthur Foundation. In 1988 the companies merged, creating Lipman

Hearne, Inc.

Our Services Include:

Philanthropic Communications

Research

Brand Development

Marketing Communications

Creative & Design Services

Digital Services

Enrollment Marketing

Social Media

Media Strategy & Buying

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Our Understanding

“The University of Cincinnati story is unfolding one Boldly Bearcat moment at a time. Our Bicentennial celebration honors the past, elevates the present and bends the future. It propels us onward to our next exciting quest in an epic of unlimited possibilities.”

-- President Neville G. Pinto

The University of Cincinnati Bicentennial is an important pivot point—an

opportunity to celebrate the history and accomplishments of the past, while

stimulating the collective imagination of the University’s many fans and

stakeholders about an equally bold future.

Today, nearly 300,000 living alumni count themselves as Bearcats — united

by a set of shared experiences, a sense of community, and the people and

ideas that make up the University of Cincinnati. And, as the largest employer

in the region with a powerful economic footprint, UC’s impact can be

measured and felt across generations and sectors.

We understand that the bicentennial campaign, Boldly Bearcat, can be a

mechanism to invite and inspire UC stakeholders to new levels of pride and

engagement—and that this success can lay the groundwork for the

University’s next comprehensive campaign, as new stories of UC inspiration

and impact are told and shared.

We’re committed to collaborating with you to build on the foundational work

the Bicentennial team has put in place—to translate the creative brief,

messaging, and themes to new creative executions that inspire evangelism

from your champions and prompt new levels of engagement from friends

and acquaintances within the University of Cincinnati universe.

What’s more, Lipman Hearne has skin in the game: Our founder, Bob

Lipman, is an alumnus of UC/DAAP, as is art director Matt Mefford, who will

be one of our creative leads on this assignment.

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Our Understanding (cont.)

Lipman Hearne’s deep experience and love for UC is rooted in our more than

14 years of enrollment marketing and brand-building for the University. We

are endlessly curious, creative and adaptable, and will build on our existing

knowledge to generate new insights and create new modes of connection

and interaction.

Our process is iterative and collaborative, and we will share findings and best

practices to refine our approach in partnership with the leadership team to

ensure optimal use of resources.

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Our Approach

1 Discovery

3 Marketing

Plan

4 Campaign

Execution

2 Campaign

Branding

Lipman Hearne develops tailored integrated communications plans and

programs based on insight, creative intelligence and an ongoing collaboration

with our clients. And our smart, strategic approach ensures synergy,

coordination, and optimal use of resources. The subsequent pages describe

our proposed, customized work plan for the UC Foundation and University of

Cincinnati Bicentennial.

Our Approach

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Discovery

At the start of the engagement, Lipman Hearne will focus attention on

thoroughly understanding all aspects of the UC Bicentennial that have been

discussed, planned and developed to date. We’ll begin our work by unpacking

the thinking around and importance of “Boldly Bearcat” as the Bicentennial

tagline, and similarly, we’ll want to absorb insights from all of the planning

intake, messaging, and discussions that have taken place so far. Our goal: a

comprehensive understanding of the important work that the Bicentennial

Team has already accomplished, to ensure that our future work together

builds effectively from this strong strategic foundation. We want to leverage

the Bicentennial Team’s existing strengths, and not waste time reinventing

the smart decisions of the past.

Our Discovery work will include:

A kickoff meeting with our project counterparts to define roles and

responsibilities, and reconfirm the work plan and engagement

deliverables.

An intake and immersion visit, which will include dedicated Team

Collaboration time. We want to provide both our team and yours with an

opportunity to more fully get to know each other, so we can create a

powerful and collaborative working environment early on based on

mutual respect and understanding.

Development of a Strategy Brief to capture key criteria that our work

products must satisfy, and to establish an overall strategic framework for

campaign communications.

Kickoff, Materials Review, & Environmental Scan

We’ll begin the engagement by meeting (via phone and/or screen-sharing

interface) with our core UC Bicentennial team counterparts to reconfirm the

work plan and engagement deliverables and to clarify roles and

responsibilities. This will include a discussion of the work that was developed

by 160over90, so we can understand the strengths and concerns that are top

of mind for your team. We’ll also want to review UC’s current marketing and

communications materials to understand how you currently engage with the

community, including internal communications, alumni and donor-related

communications, any current Bicentennial communications, community

stakeholder communication efforts, and more.

1

Discovery

Our Approach

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Intake & Immersion Visit

Following our kickoff meeting, we’ll work with the project team to organize a

Cincinnati campus (and beyond) intake and immersion visit. This will allow

our team to become more fully immersed in the Bicentennial experience, and

will include time for us to connect with individuals and groups that the UC

Bicentennial team believes will be most helpful for us to hear from.

Our initial thinking is that we’ll have a team of four visit with you on campus

and in the city—our EVP/relationship lead, account director, creative director,

and senior writer—for a two-day period that will entail:

A working strategy session, to include the Lipman Hearne team, the

Bicentennial project team, and key leaders from the board and

Foundation leadership (as appropriate).

Several one-on-one and/or small group interviews with key

administrators, faculty, staff, a representative selection of students, key

Bicentennial campaign leaders, and representatives of the Cincinnati

community who will be active participants in the Bicentennial effort.

Some of these discussions might be held off campus, so we can gain a

sense of how Bicentennial partners outside of the University are viewing

things from their own city-based perspectives.

A half-day Team Collaboration session. This will involve our team and the

core staff members of the UC Bicentennial team, and will allow for both

our teams to better understand each others’ strengths, to collaborate

and brainstorm on the marketing plan, and to begin developing a sense

of teamwork that will be essential for a successful Bicentennial campaign

outcome. We will include group exercises to facilitate the process, and

will end with a team dinner together off campus.

We’ll work to create an efficient schedule for the visit and will prepare

question sets and discussion guides for the interviews to ensure that we are

optimizing our time onsite, and will review these with the project team to

ensure we are aligned on what we’ll discuss and learn.

Deliverable: Once our Intake visit is completed, we will draft and share a

Strategy Brief document that summarizes our observations and insights,

captures key criteria that our work product must satisfy, and establishes an

overall strategic framework (or recommended adjustment to the current

framework) for all Bicentennial campaign communications.

Our Approach

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Campaign Branding We will develop a branded approach for the Bicentennial campaign through

graphics, visual style, photography, inspirational copy, and a treatment for the

campaign name—Boldly Bearcat—that will help underscore the campaign’s

character and reinforce the campaign’s distinction from other business-as-

usual University of Cincinnati materials. We’ll take into consideration existing

UC and Foundation brand guidelines and identity standards—and the work

performed to date by 160over90—to make explicit recommendations

concerning how the campaign’s visual vocabulary should interface with other

University of Cincinnati marks.

Message Translation

Building on the framework that emerges from the discovery process, we will

craft a set of succinct, compelling bicentennial message translations from

which we, you, and other communicators can draw language and inspiration

going forward. In our experience, such a messaging translation tool kit is

invaluable in empowering key spokespeople to tell a cohesive story yet still

make it their own—both leading up to the Bicentennial and beyond.

Our methodology involves synthesizing what we learned in intake; conducting

follow-up phone interviews and discussions; drafting, reviewing with you, and

revising the message translation document; and then demonstrating how the

message set is best used. Together, our message translations will help further

define what it means to be Boldly Bearcat, and will inform the voice, tone, and

structure of all the communications efforts that will follow.

Deliverable: A set of campaign message translations addressing the UC

Bicentennial’s key constituencies, each developed to further the

understanding of Boldly Bearcat and the importance of the Bicentennial

celebration.

2

Campaign Branding

Campaign Brand Guidelines

Our campaign brand guide will address

graphic guidelines, campaign messages,

themeline usage, and editorial voice,

providing clear definitions and usage

directions for all of UC’s Bicentennial

partners. As seen in the samples for Lions

Club International and the University of

Sydney, the guidelines will also include

brand hierarchy—an architectural schema

for treatment of the campaign brand, and

how it applies to the institutional brand.

We expect the guide to be both an

instructive tool and a rallying cry for

internal audiences.

Our Approach

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Campaign Creative Concept & Brand Mark

A compelling creative concept will serve as the foundation for the look and

feel of all communications for the UC Bicentennial as they evolve over the

life of the campaign, and can be interpreted for materials as the needs

evolve. Our first step will be to conduct a creative intake session and develop

a creative criteria document, that will include:

Assumptions about expected usage situations for the campaign

expression.

Specific information about the technical and creative components for

the brand mark (colors, images, symbols that can be in or out, etc.).

Insights from our review of the University of Cincinnati’s traditional and

social graphics, visual identity, and existing materials.

We will share the document with the UC Bicentennial team for discussion.

We’ll then create two campaign ad concepts, each including a different

expression of the brand mark itself, in context. The selected direction will

then be translated into a proof of concept presentation; the selected

concept materials could include items such as print and email newsletters, a

PowerPoint application, digital “hero” elements for the Bicentennial website,

bus wraps and more. Our concepts will bring to life all that the Bicentennial

team is looking for with regard to a celebratory feel and vibrancy.

Finalizing the Campaign Graphic Identity

The selected graphic identity approach will come out of our concept work

where we will be sharing the mark in context. We know that the mark itself

will have many uses and applications over the course of the Bicentennial

celebration and we will present and then fine tune the campaign identity to

ensure its quality, legibility, and flexibility across applications (print, digital,

and social), and in multiple size formats as well.

Deliverable: Creative criteria document to be shared and discussed with the

project team.

Deliverable: Two campaign concepts, each with recommended “Boldly

Bearcat” graphic ID approaches embedded and in context. One round of

revision to the selected direction will be provided prior to finalization.

Deliverable: Final files in multiple color variations and formats for use in

various media.

EXAMPLES OF OUR IDENTITY

WORK

Vanderbilt University

Our Approach

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Style Guide

The goal of the campaign style guide is to establish strategic and

creative guidelines for both internal and external communicators that

set forth a consistent and compelling way of telling the UC Bicentennial

story. It will provide clear guidance on how to uniformly express and

adhere to the campaign brand. We will work with the UC Bicentennial

team to determine the level and specificity of the guide, but at minimum

the guide will provide suggestions and rules around use of messaging,

themeline, graphic ID, and graphic approach to the campaign.

Pending the team’s budget parameters and preferences, we can extend

the guide to make it a more comprehensive tool—a resource that

provides the building blocks for expressing the campaign personality in

editorial communications, photography, and visuals represented by a

few sample applications. This piece will be an aid to managing the

institutional voice by directing the proper and consistent application of

the campaign brand, as well as points of connection to the overall

University of Cincinnati brand.

Phase 3: Marketing Plan

Strategic Agenda

The marketing plan is the strategic agenda for bringing the UC

Bicentennial campaign to life. It will detail the touch points, strategies,

channels, and tactics to reach both new and existing audiences and will

broaden the circle of engagement and celebration.

As part of our campus immersion visit, we’ll incorporate time to

collaborate with the working team to define objectives, identify and

prioritize audiences, and brainstorm strategies, channels, and tactics to

bring the Bicentennial to life. This will be an opportunity to share

creative approaches to messaging that go beyond traditional means, to

explore best practices together, and identify novel solutions. By

initiating the communications plan via workshop, our objective is to

create opportunities for collaboration and to share ideas and innovate

together.

3

Marketing Plan

Our Approach

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The plan will focus on:

Marketing objectives

Target audiences and their needs

The influencer audiences of greatest significance

The most effective tactics to reach key audiences

Measurement suggestions for marketing tactics

Materials (print, digital, video, training tools, etc.) to use in the

communication of the campaign throughout the Bicentennial period

The ways in which the campaign key messages might be

augmented, translated across disparate channels, and integrated

with existing communications, including UC Magazine, individual

school publications, and more

Recommendations for generating public engagement outside of the

University—including integrating with planned special events, as

well as other effective marketing channels by which to raise

awareness among alumni, Cincinnatians, and the broader national

audience

The engagement of the internal UC community (i.e., faculty, staff,

students, and governing boards)

The framework for a public relations/media plan, including

development of a social media plan

A digital engagement strategy to guide social applications, and

prioritization of the best digital components to develop for engaging

the University’s key audiences

Paid media recommendations (if warranted): We can develop a

comprehensive media plan drawing on standard consumer research

tools, including Simmons, MRI, Kantar, Arbitron, and Nielsen to dig

deeper into the psychographic profiles and media consumption

habits of the Bicentennial target audiences, and identify the most

effective media to reach them.

Deliverable: A comprehensive plan, in presentation format, with

descriptions of the tactics for each phase of the campaign, and a general

timeline for creating and executing tactics.

Our Approach

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4

Campaign Implementation

Phase 4: Campaign Implementation

Communication Deliverables

In this phase of work we will develop the Bicentennial campaign’s market-

ing materials across multiple channels and tactics. This means we’ll create

detailed project plans, production schedules, book maps, storyboards, vid-

eo scripts and treatments, photography schedules, and more as we organ-

ize and produce the communications that will explain, motivate, and ener-

gize UC’s key constituencies.

Importantly, while we have the in-house capacity to do it all for you, we will

be working closely with the UC Bicentennial team to leverage your internal

strengths, and to provide the team with a solid foundation for continuing

the campaign beyond the time of our engagement. Below, we have provid-

ed our perspective on the initial deliverables to be developed, as outlined in

the RFP.

Anthem Video

We will develop a 5-7 minute video for the Bicentennial, including treat-

ment, concept direction, script, storyboard, location scouting and oversight

of the video shoot. Our team will collaborate closely with the UC Bicenten-

nial team in the development of this important piece, and we will do so

with an eye toward cost efficiencies whenever possible.

The RFP asked that our quote for this portion of the work include examples

in a comparable range. As you’ll see on our budget page, we estimate the

UC Bicentennial’s anthem video to cost between $160-285,000—the actual

price will be dependent upon the specific concept that we develop and that

the team selects, and is largely dependent upon the number of shoot days

that will be required. For comparison, here are some other anthem video

prices for work that Lipman Hearne has produced:

University of Miami “Momentum 2”: $200,000 (4 minute video)

University of Texas/Arlington: $300,000 (7 minute video)

Our Approach

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Video Series

Our proposal includes completion of a series of 10 vignette videos,

each :30-:45 in length, that will be used as complements to the anthem

video and will focus on key elements of celebration within the

Bicentennial. The topics may include UC innovations, famous alumni,

the University’s impact on the greater regional community—we will

determine priorities in collaboration with the UC Bicentennial team as an

outgrowth of our anthem video planning. We expect this series to be

produced from both anthem video footage and production work (50%),

and from new video shot specifically for this purpose (50%).

We’ve provided a range of pricing for this work. We anticipate that the

budget could be on the lower end if we work closely with your team and

carefully plan the work as part of a comprehensive effort in conjunction

with the anthem video. In working with you, we will also discuss the

possibility of entertaining other approaches to address this video

interest. For example, we recently completed work for the University of

the Pacific that resulted in a longer (1:30) video piece that allowed

development of a more emotionally driven story, for a budget of $70K.

This approach might yield fewer total videos, but might provide for more

impactful communications overall.

Examples of our videos, including our newest University of the Pacific

work, are available at: https://www.lipmanhearne.com/

port_pg_samples/ucincinnati_foundation/

Website Design

We believe it critical that the UC Bicentennial have a website that, while

aligning with the University’s overall presence, creates a unique and

special opportunity for connecting all of your key constituencies with the

celebration. Our work with Rutgers University in developing their

dedicated 250th anniversary website has given us a particularly strong

understanding of the best ways for insuring these constituencies can all

feel welcomed and engaged throughout the length of the Bicentennial

period—regardless of location or age. The Bicentennial website will be a

truly global endeavor, boldly welcoming and engaging Bearcats and

their friends from all around the world.

Our Approach

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We will work with the UC Bicentennial team (and the IT@UC team) to

create a robust, interactive, celebratory website. Our work will focus on

the front end efforts for this, including intake, digital strategy

development, creative and content strategy, information architecture,

user experience and design of the site. We will also develop specific

content for 8 key pages of the site, and will work closely with the

Foundation’s internal team to insure that our writing direction provides a

solid basis for keeping the site exciting and strong as the Bicentennial

celebration marches forward.

Campaign Toolkit

Since the campaign will be supported and implemented by partners both

within and beyond the University, it will be essential for the campaign

toolkit to provide a broad range of tools that are accessible,

customizable and consistent with the overall campaign presence.

Guided by the UC Bicentennial team’s initial thinking and by the

recommendations that will be drawn from our Marketing Plan efforts,

we will develop a set of toolkit assets for use in various media and

applications. We will work with the team to develop a complete list of

deliverables, and expect the toolkit to include the identity guidelines and

style guide that we have outlined as deliverables in Phase 2 of our

proposal. Beyond those items, we also expect the kit to include:

Letterhead and note cards

Email templates

PowerPoint templates

Video bumpers (for inclusion on partner-developed efforts)

Billboard concept

Bus/transit advertising concept

Additional ideas and considerations will be included as our teams work

together to determine the optimal tactics for connecting with the UC

Bicentennial’s key audiences.

Proposed Budget & Timeline

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Estimated Budget & Timeline Phase 1: Discovery (4—6 weeks)

Discovery (Includes kickoff, background and materials review, 2-day on-campus intake.) $25,500

Strategy Brief (Includes findings, insights, and an overall strategic vision for campaign communications that will frame

the messaging, campaign concept direction and implementation of executional elements.) $6,500

Subtotal Phase 1: $32,000

Phase 2: Campaign Branding (6—10 weeks)

Message Translations (Three- to five-page document of key messages in the form of bold themes, with supporting

points, along with a short, narrative elevator speech (about 1 minute in length.) $14,000

Campaign Brand Mark & Creative Concept (Two directions, presented in up to four different applications. Includes

development of the Boldly Bearcat brand mark.) $53,000

Style Guide (Establishes strategic and creative guidelines for application of the Bicentennial mark.) $24,000

Subtotal Phase 2: $91,000

Phase 3: Marketing Planning (4—6 weeks)

Strategic Agenda (A final plan, in presentation format, with descriptions of the tactics for each phase of the campaign,

and a general timeline for creating and executing tactics.) $30,000

Social Media Plan $13,000

Subtotal Phase 3: $43,000

Phase 4: Campaign Execution (6—10 weeks)

Anthem Video (5-7 mins., price dependent upon concept selected and # of shoot days required.) $160-285,000

Video Series (Ten :30-:45 vignettes at $17K-35K each; assumes 50% of content pulled from the Anthem Video. Price

dependent upon concept selected and # of shoot days required.) $170-350,000

Website Design (includes intake, digital strategy, content strategy, information architecture, user experience , design,

and content writing for up to 8 key pages) $90-125,000

Toolkit Elements

Letterhead and note card (with envelopes) $8,000

HTML email template $7,500

PowerPoint template $8,500

Video bumper end card $2,800

Billboard concept (initial concept included in our Campaign Brand Mark & Creative Concept line)

Bus advertising concept (initial concept included in our Campaign Brand Mark & Creative Concept line)

Subtotal Phase 4: $446,800-786,800

ONGOING: Engagement, Strategic Consulting, and Presentations

(Estimated for 6 months. Includes: board presentations, stakeholder meetings, troubleshooting, etc. We expect our work

here to modulate over the course of the assignment, and we will work with the Bicentennial team to determine the most

desirable level of support.)

$42,000

TOTAL FEES $654,800-994,800

Notes:

Budget estimates do not include travel, hotel, and out-of-pocket expenses (an estimate of these costs is on the following

page).

Proposed Budget & Timeline

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Estimated Travel Expenses (assumes 4 separate trips)

Intake and Immersion Visit (4 LH team members, 2 days) $3,275

Creative Concept & Brand Mark Presentation (4 LHers, 1 day) $1,900

Marketing Plan Presentation (3 LHers, 1 day) $1,450

Executional Elements Presentation (3 LHers, 1.5 days) $2,350

Total $8,975

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The core team we have assembled to work with the UC Bicentennial team is

composed of professionals with extensive experience in their respective fields.

They are the individuals you will primarily interface with, and who will lead our

discovery, strategy and creative development efforts to ensure we exceed your

expectations.

ACCOUNT DIRECTOR Jeff Puma Serving as our primary UC Bicentennial day-to-day contact, Jeff will provide overall account maintenance and strategic guidance.

Our UC Bicentennial Team

CREATIVE DIRECTOR Derrick Rivers With an unmatched ability to connect with any audience, Derrick brainstorms, promotes, and shepherds projects from concept to completion.

MEDIA DIRECTOR Stacey Decker Stacey will use her extensive knowledge of media planning and buying to help create a powerful marketing plan for the UC Bicentennial effort.

SR. DIGITAL ART DIRECTOR Matt Mefford A proud Cincinnati alum with a deep understanding of real-world implementations, Matt brings a tech-savvy approach to digital creative direction and design.

EVP, RELATIONSHIP LE AD Sara Stern Sara will serve as the engagement lead and will guide our approach. She’ll ensure that all necessary resources are brought to bear to support a successful partnership.

SR. WRITER Drew Sottardi As the lead writer, Drew will lend his verbal prowess—and deep understanding of the sector—to every aspect of the Bicentennial’s communications work.

PROJECT MANAGER Jennifer Taylor As the project manager, Jennifer will ensure projects are completed on time, and within budget.

SOCIAL MEDIA STRATEGIST Jeremy Ryan Jeremy is the energy behind and overseer of all digital strategies. He’ll ensure that digital communications are fully optimized.

Our Team

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EXECUTIVE VICE PRESIDENT

Sara Stern

Sara leads the philanthropic marketing practice at Lipman Hearne, and has

guided capital and annual campaign communications for such clients as the

Brown University; Saint Louis University; Children’s Hospital Colorado; Caltech;

Juilliard; the University of Massachusetts Foundation; the University of

Minnesota Foundation; the Nature Conservancy; the University of Wisconsin

Foundation; and others—and with goals ranging from $10 million to $4 billion.

Sara joined Lipman Hearne to lead the Creative Services team where she

connected the insights of the agency’s consultants with the multichannel

creative approaches of our creative directors, designers, writers, and

producers. In that role she oversaw creative development for philanthropic

clients as well as for branding, advocacy, and enrollment marketing clients.

She brings to clients an insider’s understanding of nonprofits’ issues and

imperatives, honed from years of managing the complex demands, techniques,

and tactics of large-scale integrated marketing and branding programs at Rush

University Medical Center, the national Alzheimer’s Association, Illinois

Institute of Technology, and clients of Burson-Marsteller.

Sara came to Lipman Hearne from Rush University Medical Center where she

was associate vice president for marketing communications. She led the

institution's consumer marketing including branding, advertising, public

relations, employee communications, and web strategies. Prior to Rush, Sara

was vice president for communications at the National Alzheimer's

Association, where she led co-marketing efforts with the pharmaceutical

industry, created public education campaigns, and developed its first

transactional website. She was head of public relations and marketing at Illinois

Institute of Technology prior to her position at the Association. She started her

career at Burson-Marsteller and Ruder & Finn in Chicago and New York.

A frequent speaker on philanthropic marketing, Sara has conducted numerous

presentations, webinars and workshops for CASE, CASE/IRF, Development

Dialogues, Academic Impressions, the Annual Bridge to Integrated Marketing

& Fundraising Conference, and the AMA Non-profit conference. She is married

to best-selling writer and journalist Ted C. Fishman and lives in the

neighborhood of Hyde Park in Chicago.

Our Team

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ACCOUNT DIRECTOR

Jeff Puma

Jeff currently leads Lipman Hearne’s work with the University of Iowa,

University of the Pacific, Notre Dame, and Sweet Briar College. He has gained

communication leadership skills from a number of experiences, including work

for one of the world’s largest technology companies, a high-performing public

school district, and a start-up private school.

As Director of Communications for GEMS World Academy — Chicago, Jeff

created marketing and advertising programs that led to significant year-over-

year increases in inquiries, applications, and enrollments.

At Community High School District 155, Jeff oversaw internal and external

communications. He overhauled the district’s communications mediums,

introducing social media, online newsletters, and a dynamic Web presence. He

and his team were recognized with multiple Awards of Excellence for website

communication and video productions by INSPRA, Illinois’ school public

relations association.

Prior to joining District 155, Jeff held various roles for Siemens USA. He created

Siemens Corporation’s executive outreach program — employing C-level

leaders as ambassadors to connect the company with communities and

customers — and managed the Siemens Foundation’s on-site media relations

for the prestigious Siemens Competition. He also directed advertising, media

relations, trade shows, and internal communications for Siemens’

transportation business.

Jeff is a graduate of the University of Notre Dame, where he received a

Bachelor of Arts degree in government & international studies, with a

concentration in the Hesburgh Program in Public Service. He earned a varsity

monogram as a member of the Fighting Irish track and field team and was

honored as a Big East Conference Academic All-Star.

Our Team

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CREATIVE DIRECTOR

Derrick Rivers

Derrick Rivers is a well-rounded marketing professional with over 14 years of

experience across several products and service accounts in both general market

and multicultural segments. He has been a military brat, a filmmaker, and a

high school track record holder. He’s flipped burgers, rolled pretzels, and

manned an air-belt line for a major parcel company. He is living proof that

creative, corporate life, and entrepreneurship can peacefully coexist in one

brain. As a fine artist by trade, his first love was architecture; however, when his

math and science scores proved him wrong, he pursued a career in advertising

and visual communications. At Lipman Hearne he has been helping our clients

with game-changing creative concepts, including Penn State University, the

Woodrow Wilson Foundation, and the Ministers & Missionaries Benefits Board.

Derrick is also an early adopter and second-generation innovator in utilizing the

urban/youth culture and mindset in adverting across all mediums, including

non-traditional and social executions. His work has provided successful results

for Nissan, AT&T, BellSouth, Coca-Cola, Russell Athletic, McDonald’s, Procter

& Gamble, and Heineken. In his last position, he was an Associate Creative

Director at Fluent360 (the multicultural arm of DDB Chicago) working on the

Nissan and Infiniti accounts. He has also held full-time creative positions at

Burrell, AT&T, PanaVista (Ryan Partnership), WestWayne, and BBDO in

Atlanta. His work was featured in Adweek, Communcation Arts, Lurzer’s

Archive, and HOW Magazine and garnered him recognition for creative

excellence at the POPAI Awards, Hugo Awards, and of course, the Chicago

Addy Awards.

In his leisure time, Derrick enjoys experiencing the joys of parenthood and the

pitfalls of being an occasional and talentless golfer. Also note, he can’t survive a

week without Mexican food and will drop everything to watch his beloved

Dallas Cowboys.

Derrick holds a B.F.A. from Virginia State University; and an M.B.A. from

Kennesaw State.

Our Team

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SENIOR DIGITAL ART DIRECTOR

Matt Mefford

Matt is a 2000 Bearcat, and credits his professional success to the strong design

foundation he was exposed to while at the University of Cincinnati. A seasoned

art director, Matt brings more than 18 years of design experience to the

Creative and Digital Team. Matt helps guide the conceptualization and design

of projects to deliver the best possible products to Lipman Hearne’s clients.

With over 10 years of digital experience, Matt uses his eye for best practices

and innovation to lead the designers in the creation of new media, from

inception to implementation. Matt contributes creative concepts and supports

the advancement of digital and creative services with his clients. From websites

and mobile applications to print designs, Matt adds a creative flair to

everything he touches.

Matt has served clients such as the University of Chicago Booth School of

Business; the California Institute of Technology; University of Notre Dame

Mendoza College of Business; Arizona State University, W.P. Carey School of

Business; and Rutgers University.

Prior to Lipman Hearne, Matt worked as the senior interactive art director at

the Chicago-based agency Commonground Marketing. He has also worked as a

designer and art director at a variety of firms in the Chicago area.

Matt has a B.S. in graphic design from the University of Cincinnati.

Our Team

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SENIOR WRITER

Drew Sottardi

Drew is the senior writer in Lipman Hearne’s creative department, where he

crafts copy for everything from billboards to brochures to social media and the

web. A natural storyteller, he has a passion for words and design—and he loves

to bring them together.

At Lipman Hearne, his clients include Alverno College, the University of Iowa

College of Law, the University of Rochester’s Simon Business School and the

University of Tennessee’s Haslam College of Business. Before coming to

Lipman Hearne, he was a copywriter and editor for five years at Loyola

University Chicago—so he knows how to work collaboratively with our clients’

internal teams.

Drew started his career as a journalist and worked for some of the nation’s

leading newspapers, including the Chicago Tribune and the St. Petersburg

Times. At the Tribune, he wrote copy for informational graphics on a variety of

topics, ranging from the Tour de France to the September 11 terrorist attacks.

He also was part of the original Tribune team that launched RedEye, a

commuter newspaper aimed at young professionals.

Drew graduated from the University of Florida with a bachelor’s degree in

journalism. He grew up in a small town near Daytona Beach, and his home

county is the shark bite capital of the world. He loves $1 tacos, $2 draft beers

and $3 bottles of Pepto-Bismol.

He lives with his wife and two daughters on the city’s North Side.

Our Team

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MEDIA DIRECTOR

Stacey Decker

Stacey leads the media team in the strategic development and execution of

media initiatives across our primarily non-profit client base. Drawing on 20

years of local media experience spanning automotive, retail, hospitality,

telecom, entertainment, and higher education clients, Stacey approaches our

clients’ media solutions with a wide lens. Her Lipman Hearne client work

includes experience with the University of Notre Dame; University of Chicago;

University of Tennessee; Northern Arizona University; University of Cincinnati;

Elmhurst College; and more.

In her previous Associate Media Director role with Starcom MediaVest Group,

Stacey managed broadcast media initiatives at regional and local levels for the

Chevrolet Division of General Motors.

Stacey graduated from the University of Michigan with a B.A. in

Communication. She is passionate about family, friends, her dog Maizey, and

of course, media!

Our Team

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DIGITIAL STRATEGIST

Jeremy Ryan

Jeremy Ryan is an award-winning, seasoned creative technologist—a digital

and creative executive with expertise in strategic planning and execution of

multichannel initiatives to strengthen market presence and gather audience

engagement. He oversees our creative and digital team, and will be taking on

the role of Digital Strategist for our work with the UC Bicentennial.

Since joining Lipman Hearne, he has provided leadership to a wide range of

clients including the University of Pittsburgh; the University of Notre Dame;

Caltech; the University of Chicago, Booth School of Business; Cornell

University; Hillsdale College; Juilliard; Bard College at Simon’s Rock; Asheville

School; ELCA; and Winrock International.

Prior to Lipman Hearne, he served as the director of development at Anthem

Worldwide, the brand development division of Schawk, Inc., where he

delivered cutting-edge solutions for both the company and its clients. During

his time at Schawk/Anthem, Jeremy honed his expertise in promoting brands

and products online, becoming an expert in the “digital path to purchase.”

While working at Schawk/Anthem, Jeremy taught advanced web design and

programming at the University of the Arts in Philadelphia. Earlier, Jeremy

spent nearly a decade refining his digital skills at Accenture, where he was a

senior designer and developer, working as an end-to-end solutions architect,

prototyping and delivering innovation in digital and multi-channel experiences

for its clients. He began his career at Carnegie Hall, in the education

department, developing and managing music education and outreach

programs and the marketing and education materials to support them.

He has a Bachelor of Arts degree from Muhlenberg College and currently

resides in Evanston, Illinois. Jeremy is a musician, technology entrepreneur,

skier, an avid amateur distance athlete, lake-swimmer and triathlete, and loves

to take full advantage of the Chicago lakefront.

Our Team

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PROJECT MANAGER

Jennifer Taylor

Jennifer Taylor has more than 15 years of experience in the marketing and

advertising industry that include agencies such as Frankel/Arc Worldwide, Leo

Burnett, Rhea + Kaiser, and Abelson Taylor. She’s managed the execution of

websites, microsites/landing pages, mobile apps, CRM implementation and

tracking, direct mail, print collateral, advertising, and interactive and animated

convention panels.

She’s worked with the University of New Orleans; Hillsdale College; Alverno

College; University of Rochester; DePaul University; Chamberlain College of

Nursing; Allstate; US Army; P&G; Wamu; Visa; Bayer CropScience; Amgen; and

Teva Pharmaceuticals. Jennifer also worked for three years as a back-end

Software Developer and four years as a System Administrator.

Jennifer has an Associates Degree in Accounting from Triton College. She also

studied Information Technology at American Sentinel University.

Lipman Hearne 28

Case Studies & References

Results

A SUCCESSFUL CELEBRATION LEVERAGING OUR EXISTING BRAND STANDARDS A very special birthday for America’s 8th oldest college.

The Initial Challenge

Rutgers University is among the nation’s leading flagship

institutions, but in its home state of New Jersey, few

appreciated its true reach and importance. And within

Rutgers’ three New Jersey campuses, there was debate

among faculty, staff, and students about what the

Rutgers brand meant. Lipman Hearne was initially hired

to create a unifying visual identity and communications

platform that would bring pride and understanding to

Rutgers, The State University of New Jersey.

More Recently

As Rutgers prepared for its 250 anniversary, they

returned to Lipman Hearne for help in developing a

celebration website. Leveraging our established brand

standards and working closely with the University’s

internal marketing team, we created an exciting new

portal that generated both interest and participation in

Rutgers’s many anniversary activities.

Rutgers University

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Case Studies & References

Initial Results

ANNIVERSARY PROGRAM KICKOFF WITH 41% EMAIL OPEN RATE

We’ve just begun a celebration of Juilliard Drama’s 50th

year.

The Challenge

Juilliard Drama alumni are an intimate, tightly bonded

family; to this day, no more than 18 students are

admitted each year, and a grand total of 1,149 theater

artists have passed through the Division in its 50-year

existence. They share a common respect for and ability

to create honest, courageous communication—and in

late 2016, Juilliard set out to celebrate this remarkable

group and convene a first-ever community-wide

homecoming, to occur in October 2017.

Our Approach

Lipman Hearne worked with Juilliard to strategize, frame

and brand the reunion communications to invite this

group back to campus to celebrate, and share Juilliard

Drama’s impact on the world of theater and beyond.

Our work began with a set of messages and themeline,

The Readiness is All, to brand this year-long celebration.

A reference to Hamlet, it invokes a familiar Juilliard

tenant: that expressing the human condition requires

discipline, rigor, and preparedness.

We then created a visual mark system and color palette;

a print and digital save-the-date and invitation series; a

limited-edition gift set of archival photo postcards

featuring quotes from beloved Drama faculty;

celebratory performance Playbill inserts; and an image-

rich messaging presentation rallying major donor support

for a parallel philanthropic appeal.

The Juilliard School

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Case Studies & References

Style Guide overview

Postcard Gift Set

Lipman Hearne 31

Case Studies & References

Introductory Email

Lipman Hearne 32

Case Studies & References

UMass Foundation

The Results

$129.5 MILLION IN NEW GIFTS Total for five campuses in FY’15. Endowment reached a

record high of $768 million

The Challenge

The University of Massachusetts Foundation supports

the Commonwealth’s public research university system,

which consists of five campuses in Amherst, Boston,

Dartmouth, Lowell and UMass Medical School in

Worcester. While each campus has responsibility for

planning and executing its own development plan, the

Foundation’s role is to provide overall support and to help

create a more positive environment for giving.

Our Approach

As part of our deep-dive into learning about UMass, we

discovered that graduates and leaders of UMass schools

have made amazing contributions to the state in a wide

variety of ways.

We worked with the Foundation to connect with many of

these graduates, and then developed a market softening

campaign to help make more citizens of the state aware

of these amazing accomplishments through inspiring

stories and creative expressions on multiple platforms.

Our comprehensive marketing and media plan included

digital advertising, print advertising, a microsite, and

dramatic out-of-home displays at Boston’s Logan

International Airport. We also negotiated digital

takeovers for some key Massachusetts-focused websites,

including redsox.com.

The Results

The campaign was remarkably successful and helped the

UMass Foundation achieve its strongest fundraising year

ever. A record $129.5 million was raised collectively by

the five campuses, and almost $100 million of that was in

cash gifts.

Print Ad

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Case Studies & References

OOH Advertising

Campaign Microsite

Lipman Hearne 34

Case Studies & References

American Medical Association

The Challenge As the largest association of physicians and medical

students in the U.S., the American Medical Association

(AMA) has a rich heritage of helping physicians thrive. With

its Annual Meeting fast approaching, delegates were split

and acrimonious about health care reform. With this in

mind, the AMA partnered with Lipman Hearne to bring

doctors together and focus on the ideals they all shared.

The organization wanted to highlight the AMA’s breadth of

services and deliver a message that inspired and connected

with conference attendees.

Our Approach Lipman Hearne worked with the AMA to engage

in a “re-launch” at the approaching annual

meeting. Building off the conference’s organizing

principle—“Moving Medicine Forward”—we

created a message platform that reminded

attendees why they are doctors, and why the

AMA is an essential partner in the ongoing

evolution of medicine. Produced in just one

month, our campaign “I am a doctor. We are

the AMA.” reminded members that they are

The Results

A STUNNING VIDEO AND ENVIRONMENTAL GRAPHICS THAT POINTED THE WAY TO NEW MEMBERSHIP STRATEGIES

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Case Studies & References

References The Juilliard School

Elizabeth Hurley

Vice President for Development & Public Affairs

60 Lincoln Center Plaza

New York, NY 10023-6588

Phone: 212.799.5000, ext. 278

Email: ehurley@juilliard.edu

University of the Pacific

Burnie Atterbury

Vice President, Advancement

3601 Pacific Ave., Hand Hall

Stockton, CA 95211

Phone: 209.932.2967

Email: batterbury@pacific.edu

University of Massachusetts Foundation

Kate Wilkinson

Program Manager

225 Franklin St., 12th Floor

Boston, MA 02110

Phone: 617.287.7199

Email: kwilkinson@umassp.edu