PROMOTING A UNIVERSITY ON THE RISE

CAL STATE EAST BAY

For more than 60 years, Cal State East Bay has served the Bay Area as part of the California State University system, providing access to higher education for a diverse student body and advancing regional engagement through its academic programs and leadership.

CHALLENGE

Developing a creative strategy and advertising plan for Cal State East Bay’s $60 million  fundraising campaign.

When Cal State East Bay decided to embark on its most ambitious, comprehensive fundraising campaign in the university’s distinguished history, it challenged MacKenzie to develop a creative strategy and marketing plan.

APPROACH

We developed the creative theme for Cal State East Bay’s capital campaign, “Rising in the East,” which expressed optimism about the university’s future, and spoke to the accomplishments of faculty, the aspirations of students, and the strengths of the communities it serves. Our MacKenzie team created messaging and developed a comprehensive multi-channel advertising campaign that spanned out-of-home, digital, social, and print outlets. In partnership with Cal State East Bay’s communications and development departments, we launched the campaign, which generated tremendous visibility while positioning the university to fulfill its funding needs.

SERVICES

Creative Strategy, Art Direction, Messaging, Asset Development, Copywriting, Social Media Management, Public Relations, Media Planning

Photography by Garvin Tso