Problem

For the 2018 unity event with vtONE, the theme was “Activate Your Yes,” a charge for students to engage with their decision to participate. A visual brand was needed to embody this theme.

Objective

Create a brand and marketing plan to represent vtONE’s annual event on social media and on Virginia Tech’s campus to increase attendance and volunteer registration.

Process and Solution

Using collage and print elements, I created event branding featuring an active green (think: go!) that focuses on images of pioneers and gatherings over the ages.

I used these artistic elements to create digital graphics used on websites, social media, and for various print and advertising functions. This includes videos, merchandise, and follow up.

Digital Campaign

Each person attending the event used our Facebook profile filter to link their account to the Facebook event and let others know they themselves are attending. (Yes, in 2018 we were still using Facebook events).

Unique social media posts were created to promote using the event hashtag. It was simple and straightforward, using the distinct event branding to unify the visual identity. Posts were also created for a five day event countdown.

Print Campaign

Posters and flyers were hung around popular campus buildings, such as dining halls and dorms. Several dates were set for students to stand around campus and hand out small date reminder cards.

Student volunteers had the option to purchase t-shirts and other merchandise to promote the upcoming event.

Video Production

We produced a video promo using all student volunteers to increase engagement in the upcoming event advertising. I was the director and editor, with several filmmaking students as the camera and sound engineers.

Results

Over 2,000 students gathered in the second largest auditorium on campus to participate in the 2018 unity movement. In addition, hundreds or volunteers gathered before and after to make everything possible.

Conclusions

The leadership team doubled, and grassroots prayer and outreach movements were sparked in 2018 after the event. A push for a strong digital campaign was pivotal in this development.