SCRIPPS RESEARCH
CENTENNIAL CELEBRATION
Project Goals
To build brand awareness, credibility, and donor base.
For decades, Scripps Research has been known as a global leader in nonprofit biomedical scientific discovery. However, the general public, both in the local San Diego area and nationwide, remains largely unaware of its vital role in everyday life. I led my team in branding a year-long celebration to raise awareness of the institute’s rich 100-year history and ongoing mission.
Services
Microsite / Event Promo / Social Media & Email Marketing / Signage & Installations / Publicity Photo Shoot / OOH Advertising
LOGO MARKS & COLOR PALETTE
My goal for the design of 100.scripps.edu was to deliver high-impact photography and video that showed off the beautiful, coastal southern California location of the institute and the diversity of passionate people conducting research, hands-on in their labs. I also wanted it to contrast with the formality of the mother site, scripps.edu, and give the microsite an easy, approachable user experience that celebrates the institute’s wins and freshly conveys its personality.
MICROSITE
My goal for the design of 100.scripps.edu was to deliver high-impact photography and video that showed off the beautiful, coastal southern California location of the institute and the diversity of passionate people conducting research, hands-on in their labs. I also wanted it to contrast with the formality of the mother site, scripps.edu, and give the microsite an easy, approachable user experience that celebrates the institute’s wins and freshly conveys its personality.
EVENT PROMOTION
We hosted several high-profile events throughout 2024 to strengthen pride among the 2,000+ employees and invite the public and external media outlets to campus, raising awareness of the institute’s work and mission.
Among these were: Scripps Research Day, our Sip’ n’ Celebrate event, The Front Row Lecture Series, research symposia, The Catalyst, a high-end salon event for research philanthropists and foundations, and a ribbon-cutting ceremony for a new state-of-the-art building.
SOCIAL MEDIA & EMAIL MARKETING CONTENT
- YouTube Video Series
- Meta, LinkedIn Carousels
- Historic Facts (Then & Now) posts
- Publicity event coverage
CAMPUS-WIDE SIGNAGE, DISPLAYS & EXHIBITS
One of the most high-profile features of the Centennial Campaign was a series of signage and display installations across the sprawling campus in La Jolla, CA. Campus-wide signage included:
- 4 large building banners
- Displayed for events like The Farmer’s Open on the Torrey Pines Golf Course, the La Jolla Symphony performances in the auditorium, and other centennial-related public events.
- A series of 12 storytelling signs along the “immunology breezeway”
- Highlights the institute’s major research areas and its 100-year development.
- QR codes are scanned an average of 30 times a month, driving traffic to a microsite with expanded details.
- This location experiences high foot traffic, as nearly all campus visitors pass through, and features the only coffee cart, making it a popular spot for meetings and social gatherings.
- 7 pexiglass panels outdoor installation in the auditorium foyer
- The installation highlights the institute’s philanthropic origins and its significant contributions to medicine today.
- 6 indoor banners
- Across various buildings on campus, these vibrant banners showcased the institute’s strength and success to both visitors and employees.
- 14 exterior light pole banners
- Colorful banners visible from the high-traffic campus parking lot, reflecting the look/feel and topics of the “immunology breezeway” signs.
ADVERTISING & PRINT COLLATERAL
- Farmer’s Open digital ads and broadcast screen ads
- Bus benches along busy streets within a mile of campus
- San Diego Airport static and motion ads
- Brochures highlighting historical milestones
- Magazine with in-depth feature articles covering the past and present innovations in research
Outcome
The centennial celebration of Scripps Research brought increased visibility and media coverage, attracting new philanthropic support for future initiatives. A significant milestone was achieved with the formal recognition by the mayor of San Diego, further enhancing the institute’s reputation as a leader in innovation and community impact. Public engagement surged through expanded programming and digital outreach, resulting in increased onsite and virtual visitors. Additionally, the institute increased its social media following, grew its email subscriber base, and experienced a notable rise in website traffic, reinforcing its position as a research leader and accessible institution.
(1) Establish reputation as leading independent nonprofit research institution by growing brand awareness locally and nationally
(2) Raise $1B+ over campaign by cultivating and soliciting lead donors, while broadening overall donor base
- +271% increase of YouTube followers (+21,300)
- +21% increase of email subscribers (+55,445)
- +122% increase in video content reach (186,442 views)
- +54% increase in social reach (2.5M views)
- 90% event growth from 2023 to 2024
- Grew earned media coverage in high-quality national and local outlets:
- The Wall Street Journal
- NPR
- The Washington Post
- U.S. News & World Report
- STAT
CREATING A PIPELINE FROM AWARENESS TO ADVOCACY
