This is Michigan - Comprehensive Performance Report thru 12 - 31 v1

Sep 13, 2026

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Campaign Performance Report covering the This is Michigan initiative for March–December 2018, developed to strengthen Michigan public awareness and advocacy for the University of Michigan. The report details communication goals and objectives aimed at increasing positive sentiment, addressing myths, and highlighting day-to-day benefits from research, teaching, patient care, and public service. It outlines storytelling and channel tactics, including personalized stories, multi-channel distribution, coordination with campus communicators, and repurposing content for news media. It also records overall campaign highlights such as improved paid social performance, audience reach, and effective narrative formats.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages31

Reading Time11 min

AccessFree to download

Campaign Performance Report March-December 2018 Jan. 28th, 2019

Communication Goals and Objective

Communication Strategy Tactics

This is Michigan-Overall Campaign Highlights

This is Michigan Stories

Story Placement Details

BRINGING U STORIES THE WORLD STORIES OF OUR STATE 1 Campaign Performance Report March-December 2018 Jan. 28th, 2019 STORIES OF OUR STATE Communication Goals and Objective • GOALS: • Drive awareness of and positive sentiment for U-M’s impact in the state of Michigan, countering prevalent myths and misperceptions. • Increase advocacy for U-M overall and the efforts we are doing in the state of Michigan. • OBJECTIVE: Produce and place into market an awareness campaign, focusing on the day-to-day and likely unattributed benefits that U-M research, teaching, patient care and public service bring to the entire state of Michigan. BRINGING U-M STORIES TO THE WORLD 2 STORIES OF OUR STATE Communication Strategy Tactics ● Develop personalized and compelling stories featuring Michigan residents from around the state that"bring to life" the impact of the University of Michigan. ● Produce an average of two to three stories a month and distribute via various channels. ● Share materials with communicators from U-M schools and colleges (M-19) promoting use, along with campus social leadership for additional distribution and engagement across owned social properties. ● Communicate efforts across campus channels starting in September 2018 (the University Record, Michigan Radio, kiosk toppers, light pole banners, Stadium Boulevard marquee) . ● Distribute thank you letters and posters from President Schlissel to those featured in our “This is Michigan” -Stories of our State campaign. BRINGING U-M STORIES TO THE WORLD 3 STORIES OF OUR STATE This is Michigan-Overall Campaign Highlights • It’s working! • Achieving tremendous reach among both of our audiences (unaffiliated and affiliated) • Multi-channel approach creating stronger awareness for our stories • Ability for the audiences to connect with personal story has been effective-beneficiaries telling how U-M has benefited their [lives vs. us](lives vs. us) telling the story has had a stronger impact on our stories being consumed/shared • Creating pride and excitement among advocates to help tell the stories: • Hear on the Farm resonated with audiences in audiology professions and through an interview aired to multiple radio stations in and outside of Michigan. • Aphasia-U-M Speech therapist grads shared enthusiastic remarks on U-M’s Aphasia Program and the story was featured in Mary A. Rackham Institutes’s winter newsletter. • Active Classrooms-Followers expressed their excitement in social post comments surrounding the InPACT programs. • Schools and colleges are sharing our stories and assets with their audiences through a variety of channels, including newsletters, social media, public presentations. Stories are continually being highlighted on their various communication channels (ex. Neuvokas was just featured in Business Engagement Center’s newsletter) . BRINGING U-M STORIES TO THE WORLD 4 STORIES OF OUR STATE This is Michigan-Overall Campaign Highlights • Updated our Paid Social Media Strategy in 2019 and already seeing an improvement in performance • Constantly refining our content based on [performance-](performance-e.g. best)[e.g. best](performance-e.g. best) formula-tell the story quickly/most important information upfront, create shorter and varied “consumable” variations targeted to the channel, determining the types of content that resonate the most with our various audiences. • Exploring other venues to showcase our stories as a whole-All stories packaged in a showcase for the Michigan Today publication. Currently looking into Reddit and placing our message through signage at the Detroit Metro Airport. • Repurposing stories for news media-Stories such as MEZ to be re-distributed to news media based on timeliness, current events such as the state competition in March and national contest in April. Rip Current at start of summer and popular swimming, beach weekends, Labor Day, for example. Opioid is an on

FAQs

What communication goals and objective does the report define for the campaign?

The report sets goals to drive awareness and positive sentiment for U-M’s impact in Michigan, countering myths, and to increase advocacy for U-M’s state efforts. The objective is to produce and place an awareness campaign centered on the likely unattributed day-to-day benefits from U-M research, teaching, patient care, and public service.

How does the campaign strategy describe creating and distributing stories?

It focuses on developing personalized stories featuring Michigan residents and producing two to three stories per month across various channels. It also includes sharing assets with communicators from U-M schools and colleges and coordinating campus communications beginning in September 2018.

What overall highlights does the report note about campaign performance and content improvements?

The report states the campaign is working, citing strong reach among both unaffiliated and affiliated audiences and the value of a multi-channel approach. It also notes improvements after updating the paid social media strategy in 2019 and ongoing refinement of content using a performance-based formula.

Sep 13, 2026

Upload by Jake