Case Study

Monumental Representation: The Vel Phillips Legacy Initiative

“In our effort to bring the first sculpture of a Black woman to State Capitol grounds anywhere in the country, Cory Ampe has led our marketing effort with uncommon distinction. Her energy unending, her nose for the right touch unfailing, her connections legion, Cory navigates today’s myriad marketing venues with an assurance gained from long experience. Simply put, Cory is indispensable. In my long years of both nonprofit and for-profit engagement, I’ve never worked with anyone better.”
— Atty Michael D. Phillips, son of the Honorable Vel R. Phillips

Challenge

Despite Vel Phillips’ historic impact as a civil rights advocate, attorney, and Wisconsin’s first Black statewide officeholder, there were no outdoor monuments of a Black woman at any U.S. state capitol. The Vel Phillips Legacy Initiative aimed to change this narrative by commissioning and installing a sculpture of Vel Phillips on the Wisconsin State Capitol grounds.

The campaign’s primary challenges:

  1. Raising Awareness: Ensuring broad public recognition of Vel Phillips’ legacy beyond Madison.

  2. Fundraising: Securing $560,000 by November 2023 and increasing individual and institutional donors by 10%.

Strategy

Campe + Co. launched "Monumental Representation," a grassroots marketing campaign designed to honor Vel Phillips’ contributions while inspiring new generations. To ensure the visual identity carried the weight and dignity of Vel’s legacy, we engaged a nationally award-winning creative director to lead brand development for the initiative. This elevated the campaign’s impact and helped position the project with both authenticity and creative excellence. This campaign wasn’t just about a sculpture—it was about visibility, storytelling, and representation. We envisioned schoolchildren visiting the Capitol, seeing Vel Phillips’ likeness, and realizing they, too, could break barriers.

Through a multi-channel marketing approach, we mobilized supporters statewide, built a compelling narrative around Vel Phillips' legacy, and executed a high-impact digital and community engagement strategy.

Tactics

1. Website Redesign & Digital Enhancement

  • Redesigned web landing page to align with the new brand identity.

  • Ensured an intuitive donor journey to increase conversions and engagement.

  • Created a streamlined narrative flow to clearly communicate Vel Phillips' impact.

2. Radio PSA & Media Outreach

  • Crafted a radio PSA targeting Milwaukee metro audiences to spur community support.

  • Paired PSA with a press release to maximize media pickup.

  • Earned media placements secured:

    • Fox6 News, Milwaukee Magazine, Radio Milwaukee, Wisconsin Public Radio, WUWM, Madison365, OnMilwaukee, WNOV 860, Urban Milwaukee.

  • Positioned Vel’s son, Mike Phillips, as the primary storyteller, reinforcing a personal and authentic campaign voice.

  • Maintained honest, transparent messaging regarding fundraising progress and goals.

3. Community Engagement & Events

  • Exclusive Brand Reveal Event:

    • Hosted a private garden party with politicians, Milwaukee Art Museum’s African American Art Alliance, and key arts community figures.

  • Private Fundraising Event at America’s Black Holocaust Museum:

    • Engaged Black sororities, the legal community, and political leaders to encourage high-impact donations.

  • Strategic Community Partnerships:

    • Built relationships with local influencers, nonprofit organizations, and historical institutions to amplify outreach.

4. Social Media Strategy

  • Leveraged personal family photos to create an emotional connection to Vel Phillips' story.

  • Shared project milestones to keep donors, community members, and government officials engaged.

  • Delivered consistent storytelling across Facebook, LinkedIn, and digital platforms to drive donations.

5. Digital Display Ads

  • Strategically placed digital ads on:

    • Milwaukee Record

    • WMSE 91.7FM e-Newsletter

  • Increased visibility beyond Madison, expanding statewide engagement.

Results

  • Estimated earned media impressions: 740,000

  • Landing page traffic increased by: 62%

  • Total number of individual donors grew by more than: 100%

  • Donors from outside Madison grew by more than: 65%

  • Fundraising goal of $560,000 achieved! The sculpture was installed and publicly celebrated July 2024.

The Monumental Representation campaign didn’t just raise funds—it solidified a movement for representation, visibility, and historical recognition that will last for generations to come.