Published on 19th May 2017
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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