This campaign included logo development, direct mail “postcards from the past,” a micro Web site, a series of e-mail blasts, a print ad, posters and banners.

These materials were aimed at reversing stagnant and declining attendance at Homecoming events. To expand the alumni audience and connect new students with a longstanding tradition, the Brand Marketing and Creative team developed materials that combined 1940s imagery with modern type and graphic treatments.

Work on this campaign began with a thorough review of peer institutions’ best practices, in-depth campus client interviews and a redefinition of the homecoming audience. University Events and University Advancement worked closely with the Brand Marketing and Creative to develop and drive this campaign.

The campaign resulted in increased attendance at weekend events. In addition, the All Undergraduate Student Association Senate passed a thank-you resolution designating the 2007 Homecoming one of the best ever.