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Ball State University received the largest grant in its history—$20 million from Lilly Endowment—and promised to establish a top center for testing by expanding real-world applications of digital media content. With the economic growth of Indiana in mind, the broad-ranging program was designed to capture a consumer viewpoint and bring it to life through collaborative learning environments on campus. A year-long communications campaign required niche content development for diverse constituents—from university donors to digital media industry leaders. Nearly 60 micro-media lists were developed for the campaign, resulting in 225 clips in The Wall Street Journal, BBC, TVSpy, New Media Age, CBS MarketWatch, Interactive TV Today, Health Data Management magazine, and more. International PR relationships were also managed with UK-based iSeeTV, resulting in a steady seven-week stream of publicity for the nation’s first interactive health information project for students.