Winner: University of Maryland, Baltimore
Campaign: Maryland Magazine
The Mission:
The University of Maryland, Baltimore, wanted to jazz up its annual research and scholarship publication, Maryland magazine, with special coverage of the university's
bicentennial.
The Hook:
The Office of External Affairs' communications execs behind the publication made sure it would have a lasting shelf life by infusing it with quality editorial content and an
eye-catching design. The main attraction? A four-page timeline centerfold.
Putting in the Hours:
The PR team began planning the magazine a full year ahead of its scheduled publication date, allowing ample time for revisions and high-impact content. With a budget of just
over $140,000 spread over the course of the year, the team assigned stories, developed an eye-catching design, worked with leaders of the university's seven professional schools
and established a distribution plan.
Putting It To Bed:
Thanks to the lead-time for preparing content and working out logistics, the university had a glossy, 68-page publication to celebrate the bicentennial. Anecdotal feedback
described the design as "spectacular" and the presentation of research as "comprehensive," but, more important, the bicentennial theme helped the university establish a more
defined identity. Plus, the magazine directly generated approximately $1,700 in donations. PRN