Milwaukee School of Engineering (MSOE) is a private, non-profit university in Milwaukee, Wisconsin offering bachelor’s and master’s degrees in engineering, business and nursing. In the fall of 2017, the university received a record $34 million donation from alumnus and board regent, Dr. Dwight Diercks and his wife, Dian. The generous donation marked an inflection point for the university, who planned to use the funds to construct a new academic facility on campus, as well as launch an accompanying academic program in computational science.
 

Mueller Communications was engaged to work directly with MSOE’s marketing team to develop and execute a public rollout plan to announce the donation and the plan to construct a new academic building. The comprehensive plan included:

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• Development of key messaging;

• Drafting of original collateral documents, including a fact sheet and frequently asked questions;

• Providing media training for MSOE President Dr. John Walz;

• Conducting media outreach, including development of a media list, drafting and distribution of a media advisory and a press release, and conducting follow-up calls to maximize earned media coverage and ensure the appropriate journalists attended the announcement event and that MSOE was well-positioned with local editors and beat reporters as a thought leader in local efforts to teach computing and artifical intelligence.

• Creating new, branded letterhead for all materials pertaining to the announcement;

• Reaching out to key audiences to generate excitement and ensure attendance at the announcement;

• Assist in planning and executing a public announcement event, including creating press packets, providing on-site assistance, such as facilitating reporter participation in the event and in-person interviews with Dr. Walz and Dr. Diercks; and

• Secured extensive media coverage of the announcement, including coverage from CBS 58, FOX6, WISN, WKOW, TMJ 4, WTMJ AM Radio, BizTimes Milwaukee, Greater Milwaukee Today, Milwaukee Business Journal, Milwaukee Journal Sentinel, Milwaukee Magazine, OnMilwaukee.com, Shepherd Express, Urban Milwaukee, and Wisconsin Daily Reporter.

 

These efforts resulted in significant media coverage at regional print, digital and TV outlets — generating significant buzz on social media, and garnering more than 1.5 million article views online.

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