Integrated
Marketing

The challenge

Make a second visit feel like a first.

The host committee needed a campaign that would reach fans nationally, bring the Valley together locally, and give student-athletes a welcome they would remember. It had to work across paid media, earned media and a Valley-wide footprint encompassing multiple cities and municipalities, all on a fixed budget.

The play

One campaign, from the airport to the stadium.

I led a team of five to build an integrated campaign on a $2M+ budget, split between $1M in paid media and $1M in decor, grassroots marketing and trade value. I worked with major media outlets to place and traffic the $1M media buy.

The largest grassroots effort was the Cactus Basketball Hoops, activations placed across the Valley that showcased a diverse artist and earned national media attention. A 15-organization committee carried the campaign into neighborhoods, and a national sweepstakes extended it to fans everywhere.

To create a true Arizona welcome, I led the design and decor for the private airport hangar where student-athletes arrived, their first touch point in Phoenix.