Capturing The Heart And Soul of Auburn

Taking Auburn on the Road

Educe worked closely with Auburn’s advancement team to build a roadshow approach worthy of the university’s first $1 billion campaign.

After a very successful campaign launch, Auburn University asked Educe to work with its internal team to help retool and refine its approach to the campaign roadshow to reflect a new message: “we’ve met our goal but not our potential.” By the public launch of the Because This is Auburn Campaign, the university had raised nearly $900 million of its $1 billion goal. When they crossed the “finish” line, the effort to take the campaign on the road was underway. Educe’s charge was to translate this new messaging into an experience that focused on stories of Auburn’s impact, with an emphasis on areas where support was still needed.

A roadshow, by its very nature, can rarely match the scale and production values of a once-in-a-lifetime launch event. But Auburn wanted to bring the true spirit of the institution to events to connect with its alumni and friends in the most meaningful ways possible. The result was a multimedia, storytelling experience designed so that it could be executed perfectly with minimal onsite preparation at venues including the Country Music Hall of Fame in Nashville and the Bush Museum in Dallas.

We started by building on the elements that worked best in the launch event, and created a modular event plan with moments of both intimacy and power fueled by authentic Auburn stories told by the people who lived them.

A strong program is well-cast, carefully scripted, and executed with perfection. On the road, we want to capture that same energy at a scale that can be executed beautifully without days of on-site preparation.

Working closely with Educe the Auburn team identified several stories that could be taken on the road, including the head of the Canine Performance Sciences Breeding Program, and a detection dog from that program, which is saving lives of troops in Afghanistan; engineering students and faculty and a Formula racecar prototype they designed; a nursing student with a compelling personal story and a SIM MAN patient simulator Auburn uses to train healthcare professionals.

Each event featured three stories. Michael O’Neill and Thom Gossom, two deeply engaged celebrity alumni, committed to tag-team as hosts for all of the Auburn Metro events.

These storytelling moments, interwoven with performances, multi-media and remarks by campaign leadership created a series of memorable and effective events.