Calling

For Action

2016-17 Pitt Men's Basketball Marketing Materials

01
BACKGROUND

Designing a Sales Plan

Sometimes the most vital component of a marketing and sales strategy are the smallest elements. That is precisely the case for our friends at University of Pittsburgh.

Each year we work their Marketing Department to put together print and digital ads that promote single-game tickets, season tickets, mini-plans, holiday packs, and special events. The goal is to create something engaging, enticing, and thematically consistent when reaching the target audience. Whether fans are in their seats at Petersen Events Center, using public transportation, navigating the internet, or reading the newspaper, they will be presented with a concise call-to-action that drives them to Pitt’s ticket buying platforms.

School

University of Pittsburgh

Area

Marketing/Communications

Service

Print - Branding

Year

2015

Contact

Ryan Maerder, Assistant Director of Marketing, Basketball

02
STRATEGY

A STROKE OF BRILLIANCE

When it comes to large-scale campaigns, our starting point can vary. In this instance, the look-and-feel of the Pittsburgh Men’s Basketball materials was established at a granular level: the official ACC schedule announcements on social media.

Though it can seem like a very straight-forward piece, we had to be mindful that the look that we establish with this one piece must easily translate to all sizes and media.

This poses a very unique challenge. We needed design elements that embody Pittsburgh Men’s Basketball, Head Coach Kevin Stallings, the city as a whole and give us the flexibility to grow the campaign on the fly. Simultaneously, Pitt had recently rebranded their entire athletic department and these graphics would be one of the first moments that many Pitt Basketball fans see the new uniforms. The program was painting a picture of rebirth and strength.

This is a blue collar team that was looking to leave their mark in the ACC and in the record books. We strategically used paint strokes to segment the artwork and created a “Hail 2 Pitt” mark (#H2P) that is prominently featured across all pieces. We had a plan, a design, and we were ready for tip-off.

03
DESIGN

Precision and Execution

With an established design, Ryan simply needed to provide us his advertising needs and we took care of the rest. We quickly turned around bundles of digital ads, social graphics, campus signage, billboards, newspaper ads, coupons, and much more.

This look-and-feel applied to standard ticket promotions like single-game tickets and mini-plans, but we needed to modify the design for special events: the Zoo Holiday Pack and #PittRetro. This gave us the opportunity to specialize the artwork for these events, capitalize on a tremendous theme, and showcase the Summit re-branded Oakland Zoo t-shirt to the masses!