Capital Campaign Becomes Defining
Statement for the Brand
This campaign began as a capital campaign to raise funds, but the idea behind it became a defining statement for the entire brand.
It started by finding the heart and soul of the brand. Identifying the unique and ownable brand assets that connect emotionally with their audience. The name. The history. The reputation. Certainly, one of the biggest and most memorable assets the brand has was the U of M fight song:
Hail to the victors valiant
Hail to the conquering heroes
Hail, hail to Michigan
The leaders and the best
By reframing the lyrics of the song within the context of the University of Michigan Health System, they take on a new and even more powerful meaning. It transforms a well-known college fight song into an anthem.
Hail to the victors valiant juxtaposed against cancer survivors takes on a far more different and emotional feel. Hail to the conquering heroes juxtaposed against the doctors and researchers who fight every day to save lives takes on new meaning. Hail, hail to Michigan, the leaders and the best elevates the entire system to the status it deserves.
After all, the victories that happen in the classroom, the laboratory, and the operating room are far more important than the ones that happen on the playing field.
Hail To The Victors belongs to the entire university. Not just the athletic department. Everyone who has ever walked through those doors owns a piece of it. By creating one unifying theme, it leverages the pride that alumni feel for having been a part of the institution, while also fostering a sense of pride in non-alumni who feel a bond between themselves and an institution that makes miracles happen on a daily basis.