UVA Athletic Department Starts a New Chapter

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The University of Virginia’s Athletic Department turned to Worldcom partner, Padilla, to help them launch their campaign by helping with brand identity and marketing strategy. In result of the aspirational $30 million capital campaign, The university wanted a brand that would stand out. Padilla knew that the challenge to inspire donors to dig deep would require crystallizing the need for donations in a competitive charitable landscape.

Through brand research, Padilla and UVA realized that a new name was needed for the athletics department fundraising arm as well as a new logo for the organization. As a result, the Virginia Athletics Foundation was brand created.

Once this was developed, they realized there was a need to create a marketing strategy to build the new brand. By executing direct mail and viral campaigns, as well as a special digital launch videos to 60,000 cheering fans on the opening day of the fall football season, they could more effectively encourage donations. See the marketing campaign results.

 

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