Working with Fresno State’s in-house creative team, we were given the objective of giving added value to the university’s brand through a strategy of connecting support for its athletic program and the impact that graduates have on the local economy.
Avoiding typical school spirit clichés, the campaign drove the idea that buying a ticket makes you a fan of not just sports, but of your entire community. As a result, the school experienced an upturn in support and ticket sales to cheers all around.
We also developed a national trade campaign targeting national collegiate rankings voters to judge Fresno State more accurately despite our geography. Fresno State’s ratings have increased in each of the three years since this campaign began running.