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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.

A set of mockups showing the DEI 2.0 plan website and two ads that accompanied the site.

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.


Raise awareness for the DEI 2.0 plan and drive interest in the annual DEI summit among students, faculty, staff and the community.


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 event

Project 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
A collection of desktop and mobile size mockups for the DEI 2.0 plan website
Two digital ads for the Meta platform connected to the DEI 2.0 plan
A collection of desktop mockups from the DEI 2.0 plan website