A BUZZWORTHY BEGINNING

This campaign concept was developed as one of five initials concepts presented to both online and in person focus groups to really zero in on what the target audience would most connect with.

That data driven labor of love resulted in a brand awareness campaign developed and implemented with enrollment priorities and Gen Z audiences top of mind. The chosen concept with the favored choice of the seven student focus groups, and features eight current Sac State students. The campaign soft launch with its initial phase in April 2024 with plans to supplement in the fall.

COMPONENTS:

Campaign Spirit Mark
Like a quality assurance stamp, or makers seal of approval, the Way of the Hornet mark is a visual queue that the piece of communication or visual is representative of the values and philosophy that embodies the Sacramento State student experience. The mark itself is comprised of brand type palette and illustrated hornet element that is an homage to the University’s mascot Herky T. Hornet and the Sacramento Athletics Hornet Graphic.

The graphic components and a style guide are presently in development and upon completion will be shared with the campus community in an effort to create a cohesive solution for enrollment initiatives.

Phase one

Posters
Posters featuring all eight student ambassadors were printed for high school and community college campuses as well as other locations with high visibility for potential future Hornets.

Social Media
Social outreach is a combination of targeted paid advertising on Instagram and Facebook and campaign-focused native content such as an interactive Q&A on Instagram Stories and behind-the-scenes video reels for Tik Tok and Instagram.

Landing Page
A custom landing page was created to share more about the Way of the Hornet philosophy and to encourage visitors to apply, submit their intent to enroll (ITE) and explore more about Sac State.

Airport
Leveraging our existing advertising contract with the Sacramento International Airport, the campaign is currently displayed on columns near the gate shuttle in Terminal B. It will also be featured at Gate B16 and via the digital arrival/departure network.

Billboards
All eight versions of the advertisements have been in rotation on the digital billboard on Highway 50 and a single version, “Take the Journey,” is featured on the billboard on the other side of the freeway.

Bus Tails
Four versions of the advertisements were displayed on buses during April in Sacramento, Fairfield, Stockton, Vacaville and Yuba City. These included a call to action to apply by May 1.

phase two

Taking feedback and evaluating the impact of the initial elements following the campaign’s first phase, any necessary creative adjustments were made and additional placement of the campaign materials were considered.

Admissions & Outreach Brochure
A large informative showpiece that Sacramento State Admissions Counselors take with them to conferences and events nationwide. In addition to redesigning this piece in partnership with student affairs we also provided them with posters and stickers. I also produced templates for their one sheets for Transfer and Admissions requirements to be consistent with the brochure with plans to create a print and digital viewbook in the future as budget permits.

Regional Street Presence
Banners in the surrounding area of campus now feature both double and single typographic and photographic campaign banners. Entering campus from J Street now means being met with the aspirational faces of our fierce hornets and messaging meant to inspire and instill a since of connection. Who doesn’t want to Cultivate Fierce Kindness or Find Your Power?

30 Second Institutional Commercial
Produced by University Communications, for broadcast on ESPN during Sacramento State’s more recently broadcast fall games most importantly the celebratory homecoming football game.

My contributions included art direction, casting, model styling. Story board, narrative content, and shot list were a departmental collaboration, but I am particularly fond of the music choice as the selected song was one I had put forth for stylistic consideration. It really just ends up being a whole vibe. I like to imagine its the score to a the underdog fighter making is hype walk to the ring for a title fight.

Our student ambassadors are a major component to the efficacy of this commercials messaging. Many of which are also are student models for print and web collateral for the campaign so familiar faces across multiple touch points.

Showing Homecoming the Way
University Communications is often the group telling Sacramento State’s story from behind the article, photograph, or publication. It is rare we step out in front but this year’s homecoming was the moment to make a colorful and enthusiastic introduction, bubbles and all. For the event, I created elements for a booth, table, photo backdrop and large interactive photo props all in the Way of the Hornet theme. I also created tshirts for our student ambassadors that had the color of their layouts and corresponding headlines. These share a back of shirt graphic that gives a brief overview of what the Way of the Hornet is.

Additionally, we entered as a participant for the homecoming golf cart parade. Such blissfully creative opportunities are few and far between so I took advantage of the moment. Components of the carts design include pre-building panels that can be reused by our team again next year and all the items adoring the cart were made out of eco friendly/recyclable materials. The for the hornet components. A simplified 3D print of the campaign mark was created and then used by our Senior Media Specialist Phillip Altstatt in partnership with the Makerspace here on campus to produce a piece that was used as the hood ornament and feature.

The efforts earned us both first place and voted fan favorite by the stadium goers at half-time during the homecoming game. This in addition to the booth and overall presence of University Communications at homecoming has brought an excitement and renewed interest among our campus partners and leadership since the campaigns launch in April of this year. The Way of the Hornet appears to be really resonating with prospective and current students alike.

Now if you actually read all of that, thank you (really) and I encourage any and all one of you to invest in a bubble cannon… it’s delightful.

CONTINUING FLIGHT

Next Phase components in progress and will roll out in the fall and may include:

Swag and Promotional Items for Hornet Bookstore
In-store Promotional Display
1 Minute adaptation to Institutional commercial
Campaign Playlist for Youtube Utilizing ‘What Does Way of the Hornet Mean to You?’ Student Higlights
Expanded social media content and advertising
Campaign templates and graphics for campus partners
Digital + Print Viewbook
Main Homepage Design Elements
Geofencing