way of the hornet

A Buzzworthy Beginning

The Way of the Hornet campaign is rooted in thoughtful research and intentional design. From five initial concepts, we engaged a mix of online and in-person focus groups to pinpoint the approach that resonated most with our target audience. The result? A campaign deeply aligned with Sacramento State’s values, reflecting the aspirations of its diverse and dynamic student community.

The selected concept, favored by seven student focus groups, features eight Sac State student ambassadors who embody the campaign’s spirit. Launched in April 2024, the campaign’s first phase set the stage for expanded engagement and creative growth in the fall.

Defining the Campaign

The Way of the Hornet Philosophy

At its core, Way of the Hornet is more than a campaign—it’s a representation of Sacramento State’s ethos. It encapsulates a commitment to student success, inclusivity, and community building, serving as a unifying thread across all campaign elements.

Spirit Mark

The campaign’s visual identity is anchored by the Way of the Hornet spirit mark. This seal of authenticity combines brand typography with a stylized hornet graphic, paying homage to Herky T. Hornet and the Sacramento Athletics emblem.

The mark acts as a quality assurance stamp, signifying alignment with the values and philosophy of the Sac State experience. A detailed style guide is in development to ensure its consistent use across all brand communications.

Digital Presence

Social Media Outreach

To connect with Gen Z audiences, the campaign employs a robust social media strategy:

• Organic & Native Content
  Interactive Q&As, behind-the-scenes video reels, and aspirational posts on Instagram, Facebook and TikTok.

• Paid Advertising
  Targeted campaigns on Instagram and Facebook designed to maximize reach and engagement.

Landing Page

The campaign’s custom landing page serves as a central hub, offering visitors an opportunity to explore the Way of the Hornet philosophy. It integrates clear calls to action, encouraging applications, intent-to-enroll submissions, and further discovery of Sac State’s programs and culture.

Physical Campaign Materials

Posters

Posters featuring the eight student ambassadors were strategically distributed to high schools, community colleges, and other high-visibility locations. These bold visuals serve as an aspirational connection to future Hornets.

Regional Street Presence

Campus banners along key entry points, including J Street, feature typographic and photographic designs that showcase student ambassadors alongside motivational headlines like “Cultivate Fierce Kindness” and “Find Your Power.”

Admissions & Outreach Brochure

A redesigned recruitment brochure, created in partnership with Student Affairs, serves as a cornerstone for national and regional conferences. Supporting materials include posters, stickers, and standardized one-sheet templates aligned with the brochure’s cohesive visual identity.

Outdoor Advertising

Airport Advertising

Capitalizing on existing contracts, campaign visuals are prominently displayed on columns in Sacramento International Airport’s Terminal B and screens near Gate B16, reaching a broad audience of travelers and commuters.

Billboards

Eight rotating designs have been featured on print and digital billboards regionally, with their different color treatments and taglines.

As part of an enrollment push, these were further supplemented by the creation and inclusion of an additional billboard using campaign assets that has targeted messaging in support of Lower Division Transfers.

Bus Tails

Four variations of bus tail advertisements ran in April 2024 across Sacramento, Fairfield, Stockton, Vacaville, and Yuba City. Each design featured a call to action to apply by May 1.

Celebrating Homecoming

Homecoming 2024 provided an opportunity to bring the campaign to life in a highly visible and engaging way. Highlights included:

• A themed booth with photo backdrops, props, and interactive elements

• Coordinated T-shirts for ambassadors, matching their campaign layouts and taglines

• A Way of the Hornet-themed golf cart, designed with eco-friendly materials, which won first place and fan favorite in the parade

This event amplified the campaign’s visibility, fostering excitement and renewed interest from campus leadership and partners.

Evolving the Campaign

Building on the success of the first phase, the Way of the Hornet campaign expanded in scope during its second phase, incorporating impactful new elements and audience feedback to deepen its connection with the Sac State community.

Phase Two Highlights:

Institutional Commercial

Produced by University Communications, this 30-second commercial aired during Sacramento State’s fall football games, including the celebratory Homecoming event broadcast on ESPN.

My role in this project was pivotal, encompassing art direction, casting, and model styling. I collaborated with the department on the storyboarding, narrative content, and shot list, ensuring a cohesive vision that aligned with the campaign’s tone and message. One of my proudest contributions was selecting the musical score, a high-energy track that complements the narrative’s aspirational feel. I like to think of it as the perfect soundtrack for an underdog’s triumphant walk to the ring—a whole vibe that resonates deeply with viewers.

Student ambassadors were central to the commercial’s messaging, reinforcing familiarity across multiple touchpoints as they also appeared in print and digital campaign materials. This interconnected approach bolstered the campaign’s efficacy, creating a consistent and impactful brand story.

Expanded Social Media Outreach

• Instagram carousels celebrating key student communities, such as Black, AANAPISI, and Latinx students, reinforce Sacramento State’s inclusivity.

• Geofencing Campaigns: Lead by student affairs but utilizing supplementary assets for digital advertising tailored to specific geographic and demographic audiences to drive awareness and applications.

Future Components