The Situation

The St. Olaf Institute for Freedom & Community was established in 2015 to encourage free inquiry and meaningful debate of important political and social issues. As a new program, The Institute established a goal to develop their brand and increase awareness amongst faculty, students and community members.

The Communications Challenge

The organization needed to build a communications strategy to quickly promote an upcoming series of lectures, one of the key offerings of the program. Beyond the immediate need, The Institute wished to continue promoting the events and coursework available to students and its larger mission of creating an atmosphere of civil discourse.


Neuger Communications Group helped The Institute create a brand and build a communications plan starting with research that informed broad strategies and foundational messaging for The Institute.


The communications plan was implemented with the help of nearly all members of the Neuger Communications Group team. Graphic designers developed a logo and materials for brand recognition. Developers created a website to promote the program and list upcoming events. Media relations team members created press releases to promote the event series.

Program Videos

The video team collaborated on a promotional video about The Institute consisting of interviews with participating students and faculty members. Writers created a series of prompts and facilitated the interviews for a long-form video that covered the entire scope of the Institute. Editors condensed that footage to a short-form version that specifically covered the Public Affairs Conversation program for junior and senior students.

Public Affairs Conversation Program Overview

Success Indicators

As a result of The Institute’s marketing efforts, enrollment in the Public Affairs Conversation program reached its capacity for the first time, and events were well attended by students, faculty and the public. The Institute also expanded its exposure and visibility in the region, reaching an audience exceeding 600,000.