The positioning strategy of the campaign will focus on promoting the value of diversity within Waunakee. Over the past few years, diversity has become a “buzzword”that has become politicized. As a result, it is important for campaign messaging to strive to be nonpolitical and non-polarizing in order to avoid resistance and community backlash. Toward this end, campaign messaging will celebrate diversity by promoting stories about individual experiences. These stories will bring these individuals together through the pride of living in an area that celebrates its residents. The campaign will focus on the present and future of diversity in the village rather than on the diversity issues and disputes of the past. Our strategy reinforces community pride with visuals that showcase the assets of Waunakee — the library, sports games, and churches in order to build on community. We can link the inherent pride in the Waunakee community to the recognition that diversity and acceptance are part of what makes the Waunakee community great.
UniverCity Year Contact Info: UniverCityAlliance@wisc.edu