Launching DEI 2.0 on Campus
A Case Study
Every year Michigan Creative partners the Office of Diversity, Equity & Inclusion to design and update their digital progress report and to help promote their annual DEI Summit.
Launching DEI 2.0 on Campus
In FY24, U-M’s Office of Diversity, Equity & Inclusion (ODEI) hosted its annual DEI summit, which featured a community assembly, community open house, DEI 2.0 plan information session, and more. Michigan Creative conceived and executed a plan to promote the assembly, called “Truth Telling: The Kinship of Critical Race Theory and Hip-Hop,” to students, faculty, staff, students and the community. Our creative and digital strategies, which included paid digital video and image units, drove traffic to the summit and created awareness for the DEI 2.0 plan.
To support this effort, Michigan Creative also created a website to share the plan.
Challenge
Raise awareness for the DEI 2.0 plan and drive interest in the annual DEI summit among students, faculty, staff and the community.
Outcome
Delivered over 275K targeted impressions on campus and within a 10-mile radius of Ann Arbor Achieved a conversion rate of 15.6% across Assembly ads on Instagram and Facebook, beating the industry benchmark The result was a successful, well-attended eventProject Goals
Launch the DEI 2.0 Strategic Plan
Increase awareness of U-M’s progress in DEI
Increase awareness of U-M’s commitment to continued efforts in DEI
Engage the U-M community with DEI work across all three campuses
Drive Summit attendance
Drive web traffic: views and visit durations
Increase social engagement
