50th Anniversary of Purdue President's Council

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PRESIDENT’S COUNCIL REPRESENTS A TRADITION OF SUPPORT TO ENSURE PURDUE UNIVERSITY’S CONTINUED EXCELLENCE.

Giving is in the university’s DNA. Our founder, John Purdue, led the way in 1869 with his original gift of $150,000. Following his example, President’s Council has continued to set the standard for private giving at Purdue since 1972. Its members include those who give at least $1,000 annually to the university.

The council commemorated its golden anniversary throughout 2022. We kicked off this landmark year in February during a large gathering of alumni and friends in Naples, Florida, organized by the Purdue for Life Foundation (of which President’s Council is a part). Highlights throughout the year included a heavily researched “yearbook” featuring President’s Council milestones from each decade, large-scale environmental signage, curated print pieces and event collateral, athletic-event sponsorships, and a golden finale and gala dinner coinciding with Homecoming weekend and Mitch Daniels’s final Annual Dinner as university president.

The overall goal was to pay homage to President’s Council and its impact, thank those members who generously support Purdue, and increase campus visibility.

Over the course of the campaign, we have seen President’s Council membership grow, in addition to an increase in dollars raised—a reflection of members’ commitment to the success of Purdue, its programs, and its students.

PC 50th Logo Mark Development

Above represents the final word marks that we settled on for the President's Council PC 50th. The below represents the steps and iterations that were created the eventually resulted in this mark. We also created a mood board (below) which represented the initial creation of the theme and use. All pieces were designed and created by Keely Houk, under the Creative Direction of Cathy Swick.

ESTABLISHING A COHESIVE BRAND REPRESENTED A KEY
ELEMENT OF THE 50TH ANNIVERSARY.

We launched a unique yearlong mark used on all in-brand pieces. We also collaborated with Purdue Archives to ensure we accurately represented the historical journey of President’s Council in print collateral. To make the brand launch successful and build visibility, we collaborated with Purdue Marketing and Communications (separate university group) and other on-campus stakeholders to successfully brand campus and event spaces.

The celebration had to spread across a calendar year, so planning took place in mid-2021. A master strategic plan detailed signage, launch dates, budgets, and proposed deliverables. Research on what was feasible and innovative required months of planning and collaboration with vendors, specifically for our RAWLS (campus building) skybridge, in addition to the golden window installation and additional signage for the fall Annual Dinner gala.

In addition to meeting all of our deadlines, we met all of our allocated/planned expenditures in delivering materials on time and to the quality desired.

LAUNCH OF 50TH IN NAPLES, FLORIDA

The 50th officially launched in Naples, Florida, with Back to Class educational events featuring 50th-themed merchandise and a pop-up apparel store. In the event area, a 20-foot custom vinyl matched the 50th logo and incorporated council imagery from the 1970s. We themed our Annual Dinner—where the 50th was announced— around the anniversary.

We created a 50th brand reflecting previous council logos. Purdue Archives helped us incorporate historical imagery into materials, including printed items and environmental signage.

ENVIRONMENTAL SIGNAGE ON CAMPUS DURING 2022

To maximize innovation, we built upon existing events, incorporating the 50th mark into all activities and creatively using it as environmental and prop pieces. Social campaigns and print materials also featured the mark. We created materials that were financially feasible and selected signage locations that maximized visibility.

On campus, multiple environmental branding pieces were designed and installed, including animations and digital signage for a men’s basketball game, a skybridge design incorporating open windows, and a walkway design.

Purdue for Life sponsored the basketball game against Rutgers on 2/20/22.
I helped provide branding and art direction on all of the pieces (which also launched the PC 50th logo). Animation was created by Michael Fairchild: https://www.behance.net/mfairchi

BACK TO CLASS & DAY OF SIGNAGE

To increase excitement for the finale of the President’s Council 50th anniversary campaign, signage specifically geared toward the 50th was displayed around campus.

An on-campus finale included Back to Class educational events branded with animated screen dresses and signage.

GOLDEN ANNIVERSARY GALA:

PRESIDENT’S COUNCIL ANNUAL DINNER

An on-campus finale also featured a gala celebrating both the 50th and retiring President Mitch Daniels. Needs included menus, branded mallets, large-scale golden window installations, bar branding, animated 3D screen dresses, napkins, table numbers, photography, candle installations, and surprise signage celebrating Daniels.

HOMECOMING GAME & OUTCOMES + RESULTS

President’s Council sponsored the Purdue Homecoming game. Needs included digital animated signage to promote President’s Council and the 50th anniversary.

The marching band formed the 50th mark during a halftime performance.

Our primary objective was to creatively steward President’s Council members while celebrating their 50th anniversary year, both on and off campus. This included events honoring members and projects raising the group’s visibility.

During the anniversary year, we saw an increase in new members joining President’s Council. For calendar year 2021, new members totaled 674; that number jumped significantly to 1,705 in 2022. President’s Council giving for fiscal year 2021–22 (which included half of the anniversary year), totaled $384.7 million. This represented 71% of total giving to Purdue during a record-breaking year of support for the university.