/Stony Brook University
Marketing and Communications

Case Study: Accelerating Excellence and Impact with President Goldsmith’s 2025 State of the University Address

President Goldsmith in a red blazer stands on a stage in front of a screen reading "State of the University Address" next to a large "SBU" logo.

Overview

Stony Brook University’s Marketing and Communications (MARCOM) team executed a comprehensive communications strategy to launch President Goldsmith’s 2025 State of the University Address. The campaign aimed to unite the campus community around a bold, shared vision for 2035 by building on current institutional momentum.

 

Challenges & Opportunity

  • Stakeholder Alignment: Aligning diverse campus stakeholders around a forward-looking vision while simultaneously honoring Stony Brook's history, mission and culture.
  • Rapid Adaptation: Accelerating institutional growth within a rapidly evolving higher education landscape.
    Defining Success: Establishing what tangible institutional success looks like leading up to the year 2035.
  • Leadership Momentum: Capitalizing on President Goldsmith’s dynamic leadership, collaborative approach, and spirit of innovation to chart bold new directions and deepen academic, societal and global impact.
A slide showing university initiatives with text reading "ACCELERATE our excellence in research, education, healthcare and service..." above three images of students, a healthcare worker, and researchers.
"2035" graphic

Strategy

The multi-channel campaign integrated high-impact storytelling, visual media, and design to maximize visibility and community engagement.

  • Compelling Storytelling: Crafted a powerful speech communicating the 2035 vision, focusing on President Goldsmith’s three core pillars: Accelerate, Build and Catalyze.
  • Visual Production: Produced a dynamic video and visually striking presentation to bring the strategic vision to life.
  • Immersive Experience: Designed an immersive stage environment reflecting the energy, innovation and forward momentum of the president’s address.
  • Integrated Distribution: Showcased the event across targeted advertising, social media platforms, SBU News and internal communication channels to ensure maximum reach.
Slide with text starting with "ACCELERATE" above three images showing research, healthcare, and fieldwork.
Slide featuring a large letter "B" and text starting with "BUILD" above two images showing a research lab and a university classroom.
Slide featuring a large letter "C" and text starting with "CATALYZE" above two images showing a woman presenting and a student working in a lab.


Measures of Success

The campaign successfully energized the campus community and generated measurable engagement across digital and physical spaces.

  • Attendance: High volume of both in-person and livestream event attendance.
  • Audience Feedback: Significant positive buzz and favorable reception from the campus community regarding the 2035 strategic pillars.
  • Social Media Engagement: Increased traction, interactions and shares across primary university social channels.