The University of Georgia is an academic and athletic powerhouse. We united UGA’s success on and off the field in a campaign to capitalize on our football team’s achievements and expand the reach of our brand messages.

Opportunity

Thousands of alumni, donors and fans come to Athens for fall athletic events, providing a unique chance to share messages with those who may not otherwise be fully engaged with our brand. This spirited environment is the perfect opportunity to highlight our developing brand messages and encourage further engagement with the academic side of the university.

Solution

The primary focus of the 2017 Fall Season campaign was the six home games of the regular season. Radio ads, social media posts, on-campus branding and alumni materials were used to disseminate our brand messages before each game. During the game, we utilized owned social media and highlighted faculty on the field to connect with fans while also using other digital assets in the stadium and across campus. Postgame initiatives depended on the outcome of individual games.

As the Dawgs continued their outstanding 2017 season, we knew our focus needed to shift toward the postseason opportunities. We began work on a new PSA, created a new social media campaign, put up digital billboards and looked for new stories to pitch to media.

Impact

During our regular season, our campaign reached more than 600,000 people at home games alone. With radio ads, television interviews, away game campaigns, social efforts and alumni outreach, that number topped more than 1 million people.

During the SEC Championship (Dec. 1-3), we shared 35 posts on UGA’s Facebook, Twitter and Instagram that gained a total of 2,617,338 impressions and 247,984 engagements, leading to 2,785 new followers. Our PSA video received 61,400 views on social media alone.

Our historic Rose Bowl game allowed us to further bolster this campaign. The more than 85 social media posts from Dec. 18 to Jan. 1 received 7.1 million social media impressions and 564,000 engagements, which led to 9,500 new social media followers. During this time the university was also featured in more than 200 news stories, including both stories written by the university that were picked up by media and original stories written by media outlets. Through the media, we reached an estimated 30 million people.