Abstract
This paper first summarises the focused and collaborative planning process Ball State University employed with its stakeholders to create a yearlong drumbeat of activities to mark its centennial. Secondly, it will make the case to craft research-informed institutional identity and marketing campaign in advance of embarking on marking a milestone. Thirdly, it will outline the many audiences targeted to advance strategic goals for giving, participation, and marketing the institution during the milestone year; and finally, it will conclude with the impact of the new marketing campaign as the university experienced record enrollment for its 2019 freshman class and the results of the alumni re-engagement campaign and record one day giving totals.
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