Gonzaga University Brand Refresh
Content Strategy
1
Pole Banner Promo
This was the first sneak peek of the brand refresh to an external audience. We took a playful tone on social media, capitalizing on the new school year.
2
Lead the Way Mondays
We created a series called "Lead the Way Monday" highlighting Gonzaga students and alumni living the brand to weave in brand messaging throughout the year.
3
Commercial Launch
We published the brand video strategically, capitalizing on a time when we had organic eyes on our socials from March Madness.
7-Day Report
43,025
Impressions
2,430
Engagements
5.6%
Engagement Rate
41,722
Video Views
Learnings
Gonzaga University began a brand refresh before the pandemic. As an undergraduate, I (GM) was invited to join the brand stakeholder team as a student representative. Sitting among campus leaders, I contributed to discussions about brand messaging—an experience that shaped my understanding of marketing at a strategic level.
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We made strategic shifts in social media messaging to align with the brand, consulted with campus partners on best practices, and created a brand launch strategy: from sneak peeks and preview of signage, student and alumni spotlights, and finally publishing the brand commercial.
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Check out my behind-the-scenes production video and click the photo to read my story feature.
