Illinois Labor & Employment Relations Campaign

Building campaign site on desktop, phone, tablet

Inspiring alumni to support their school.

ROLE

concept, UX/content strategy, copywriting, motion graphics script, project management

OVERVIEW

The School of Labor and Employment Relations at the University of Illinois is a top program with a close-knit network of alumni in high-level HR jobs around the world. In 2015, the school kicked off a fundraising campaign to upgrade their building—a place alumni remember fondly.

Now is the time for a world-class building addition

CONCEPT

To encourage alumni to give, I emphasized the clear disparity—a top ranked, forward-thinking program on one hand, an outdated building on the other. The campaign message communicates the urgency of this project in doing the program justice.

WEBSITE STRATEGY

I worked with a designer and developer to create a one-page scrolling site about the building upgrade. The look and feel echoes the school's website, but with bolder type, illustrations, and strong, concise copy to appeal especially to their target audience of young alumni.

The strategy included easy-to-update features for staff to communicate progress and highlight donors throughout the three-year campaign.

BEYOND THE WEB

For extensions of the campaign, I wrote the script for a social media motion graphics video and content for a leave-behind print piece driving people to the website.