All Ways Forward
The world’s first bone-marrow transplant. The drafting of the U.S. Social Security Act. The first weather satellite in space. UW-Madison has arguably moved the world forward in every field—long charting impact and consistently outranking peers in federal research funding—but the institution hasn’t received the respect or recognition deserving of a Top 5 research powerhouse. That, coupled with steep declines in state funding, signaled a need for the University to define its value proposition and newly rally support to secure the school’s enduring mission.
160over90 explored a series of juxtapositions—a state and school born in the same year but separated by ideological differences; a Midwestern University oriented more like a progressive research institution; a campus tradition of co-location—to shape a narrative of success achieved together, and limitless progress ahead. The resulting brand platform, ‘Boundless Together,’ is predicated on the idea that collaboration yields tremendous impact and promises a brighter [economic] future for everyone in Wisconsin.
The brand rolled out via nationally televised TV spots highlighting discoveries and developments borne of collaboration among students, faculty, state government, and industry. It’s informed seminal admissions pieces including an undergraduate viewbook and acceptance package, celebrating “many viewpoints” but a “shared focus.” It became the driving force behind Project 72—an alumni storytelling campaign that canvassed all 72 counties in Wisconsin, leveraging out-of-home and print advertisements, local-market earned media coverage, social media chatter, and a surprise-and-delight ice cream truck tour to proudly proclaim that the school and the state are, at once, inextricably bound and boundless together. And it underpins UW-M’s first-ever comprehensive fundraising campaign, ‘All Ways Forward,’ which took an audience-centric approach to diversifying the giving base and fundraising $3.1 billion.
- 6-SPOT JUMP IN U.S. NEWS & WORLD REPORT RANKINGS
- 16% INCREASE IN OUT-OF-STATE STUDENT INQUIRIES
- 232,118 DONORS
- $3.41 BILLION RAISED, ECLIPSING THE $3.1 BILLION GOAL