RESEARCH
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STRATEGY
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EVENT PLANNING
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PROMOTION
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RESEARCH + STRATEGY + EVENT PLANNING + PROMOTION +
Case Study: Gutenberg Revamp
The Context & Challenge
The Gutenberg Celebration had long been respected for recognizing outstanding alumni but began to feel dated, leaving students under-engaged and potential sponsors looking for bolder, more cohesive marketing. Tasked with revitalizing the event while preserving its core purpose, the JMC department turned to Morris+Mitchell for solutions.
The Mission
Our goal was twofold:
Improve attendee experience and engagement by enhancing the event to ensure attendees feel valued, connected, and more involved.
Refine marketing communications efforts to develop a targeted strategy that increases attendance and attracts more sponsorships for the Gutenberg Celebration.
Our Approach
Morris+Mitchell conducted a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, refining the event’s objectives and aligning it with the university’s mission to enhance attendee engagement.
Through a comprehensive SWOT analysis and inventive branding concepts, we produced an updated, community-centered event that resonates deeply with students, alumni, and industry professionals alike.
The Impact
Expanded Social Media Reach: By helping promote the event through interviews with honorees, we strengthened the connection between our online audience and the in-person experience, increasing awareness and engagement ahead of the celebration.
Elevated Networking Opportunities: Moving the event off-campus for the first time in 32 years allowed for a fresh approach to engagement, encouraging students to connect with industry professionals in a dynamic setting.
A Scalable Framework for Future Events: The strategic planning, branding, and promotional efforts set a strong foundation for future Gutenberg Celebrations, making it easier to execute and evolve the event year after year.
Annie Kay Palasota
“Working on the Gutenberg Revamp was a great experience. We were able to take the client’s vision and build on it, improving both the aesthetic and functional aspects of the event. Seeing our work come to life, from refining the event’s branding to enhancing the attendee experience, was incredibly rewarding. It was an opportunity to collaborate, innovate, and create an event that truly honored ACU’s alumni while engaging students in a meaningful way.”
M+M Account Director
Sarah Trahan
M+M Account Director
“The Gutenberg Celebration serves many purposes, it provides an event planning opportunity for students, reminds alumni that they are always part of the department family, and creates a networking opportunity for students to see what ACU graduates have accomplished in their careers. Leading the team for this event was an enriching learning experience, as it was the first off-campus Gutenberg in 32 years and required taking initiative to change aspects that seemed destined to remain the same.”
Final Thoughts
The department successfully refreshed the Gutenberg Celebration, creating an innovative event that will enhance engagement, networking, and honoree recognition among alumni, students, and industry professionals.
Ready for What’s Next?
Looking to refresh a longstanding tradition or showcase your organization’s achievements in a compelling way? Get in touch with Morris+Mitchell—we’d love to help you write your own success story.