Community Connections: How Grassroots Events Can Boost Your College's Impact

In this episode, we sit down with the manager of Maryland Day, the University of Maryland's annual grassroots event that welcomed over 86,000 visitors to campus in 2019. Allison and Cynthia explore the impact of grassroots community events on college marketing, public relations, and brand reputation, and discuss actionable advice for higher education leaders looking to create similar events at their institutions. If you want to learn how to build buy-in for and leverage community events to increase your college's impact and engagement, this episode is a must-listen!

Key Takeaways

• Grassroots Events Build Brand Connection
  Events like Maryland Day allow institutions to bring their brand to life in ways that advertisements and digital campaigns can’t, creating an immersive and memorable experience for attendees.
• Stakeholder Buy-In is Essential
  Success requires collaboration across departments and commitment from leadership to embrace the event’s value beyond revenue generation.
• Evolve to Stay Fresh
  Whether it’s introducing new programming, targeting untapped audiences, or incorporating local partnerships, ongoing innovation keeps annual events engaging and relevant.
• Diverse Programming is Key
  Offering activities that cater to all interests—sports, performing arts, science, or community engagement—ensures wide appeal and repeat attendance.

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Episode Summary

Why Grassroots Events Matter

Grassroots events provide an opportunity to directly connect with a diverse range of stakeholders, including prospective students, alumni, community members, and donors. By showcasing the university’s contributions to the local community and the world, events like Maryland Day can strengthen community ties, bolster brand reputation, and indirectly support revenue goals like enrollment and philanthropy.

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The Origin and Evolution of Maryland Day

Maryland Day began in 1999 as a bold initiative by the university’s then-president to create stronger connections with the community. What started as a relatively small event with 3,000 volunteers has grown into an annual celebration welcoming over 86,000 attendees, 8,000 volunteers, and 300 individual events across five themed campus neighborhoods.

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The Keys to Success

1. Leadership Buy-In
The continued success of Maryland Day has relied on support from the university’s leadership across presidencies. Cynthia emphasizes the importance of proving the event’s value in building relationships with the community, fostering pride among alumni, and showcasing the institution’s contributions to society.

2. Collaborative Ecosystem
A planning committee of over 100 stakeholders, including faculty, student organizations, and departments like public safety and dining, ensures that Maryland Day reflects the entire university’s efforts.

3. A Compelling Brand Narrative
Maryland Day is more than an event—it’s a brand touchpoint that showcases the university’s core values, such as being “Fearlessly Forward.” Guests experience the university’s vision and impact firsthand, from engineering innovations to cultural performances.

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Innovations to Keep Events Fresh

• Engaging Current Students:
  Maryland Day has evolved to include more programming tailored to current students, encouraging them to participate beyond volunteer roles.
• Targeting New Audiences:
  Efforts like Spanish-language advertising and outreach to nearby Washington, D.C., communities ensure the event continues to grow its reach.
• Community Partnerships:
  Highlighting local collaborations, such as the Discovery District, connects attendees to ongoing university initiatives.

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First Steps for Colleges and Universities

For Institutions Considering a Grassroots Event:

1. Define your goals: What do you want to achieve beyond just bringing people to campus?
2. Evaluate your resources: Assess your budget, staffing, and potential partnerships.
3. Identify your audience: Who are you trying to engage, and what programming will appeal to them?

For Institutions Already Running Events:

1. Focus on innovation: Review current programming and find ways to make it more dynamic and appealing to new audiences.
2. Involve leadership: Secure ongoing commitment from top decision-makers to sustain and grow the event.
3. Measure success: Use attendee feedback, social media engagement, and word-of-mouth impressions to identify areas for improvement.

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Real-Life Inspiration

Maryland Day offers a template for success:

• Diverse Programming: From equestrian shows and football games to tarantula handling and plant giveaways, there’s something for everyone.
• Stakeholder Collaboration: A planning committee spanning all corners of campus ensures inclusivity and alignment.
• Community Integration: Partnerships with local organizations and tailored outreach create a sense of shared purpose.

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Ready to Build Your Own Grassroots Event?

Grassroots events are more than celebrations—they’re opportunities to showcase your institution’s heart and soul. To see a masterclass in action, consider visiting Maryland Day on the last Saturday of April. As Cynthia says, it’s the perfect chance to experience how the University of Maryland brings its brand to life.

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