Inventing the Future

University of Pennsylvania

For more than ten years, MSK has created fundraising and admissions campaigns for various entities within the University of Pennsylvania. These include Penn Engineering, Penn Nursing and Penn Athletics. These campaigns use print and digital communications to reach multiple audiences such as current and prospective donors, students and alumni, trustees and employees, corporations, and community non-profits. Our tactics have ranged from case statements and direct mail to email newsletters and collateral.

In 2017, we launched a marketing campaign for Advancing Women in Engineering that reaches out to high school students, guidance counselors, science teachers, and parents to encourage applications for admission and increase involvement in engineering activities once students arrive on campus. This program has been very successful – women now make up approximately 40% of Penn Engineering incoming class each year – and while that’s a significant increase from 26% a few years ago and above the national average of 22%, clearly there is more work still to be done through this ongoing campaign.

In addition, we have developed campaigns for a number of special initiatives including a program for General Robotics, Automation, Sensing and Perception (GRASP). The goal of the campaign has been to build awareness, understanding and affinity for GRASP among funding organizations, prospective students, government organizations, and potential corporate partners. Corporations involved with the research center now include Honda, Microsoft, Johnson Controls, and Lockheed Martin.