The University of Iowa is the second- largest of the state’s more than 60 colleges and universities, and one of three public Regent universities, but research suggested that Iowans in outlying counties felt disconnected from and uninformed about UI’s impact.

Merit enabled the University of Iowa to blanket communities across the state (and even beyond Iowa) with its message. Distinctive UI programs like Hawkeye Caucus, Research in the Capitol, and OnIowa!, were given a personal face and connected to communities across the state that needed to hear about UI’s value in an authentic way — via a story of a person from their own community.

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