How we helped position a rising athletic program

University of California, San Diego

Recognized as one of the nation’s leading public universities, UCSD has a proud tradition of academic excellence.  Under the direction of Chancellor Marye Ann Fox, the university wanted to upgrade its intercollegiate athletic profile to improve the school’s social atmosphere, increase community profile, and enhance long-term capital campaign opportunities.

CHALLENGE

The university faculty and student body were split on the merits of “big time” athletics; community awareness was overshadowed by San Diego State and an emerging University of San Diego athletic program; and donors/sponsors were lacking.

SOLUTION

Loma Media created a campaign concept and series of video programs that highlighted the key differentiation of the UCSD athletic program: Real Students, Real Athletes, Real Success. Despite rigorous academic standards and non-scholarship programs, UCSD students win championships on a regular basis while maintaining a collective GPA that actually exceeds the general population of a leading academic institution.

This powerful, unique “good news” message was the core of a creative approach that combined campus/sports footage with engaging interviews featuring the chancellor, supportive faculty, successful alumni, and a broad range of student/athletes.

The tone was fast-paced, informative, and even fun (not many professors juggle while extolling the virtues of their university). The approach was designed to be more documentary than dramatic, underscoring the “real” thematic.

Produced as a 10-minute presentation for stand-alone opportunities and online application, a 4-minute version was crafted as speaker support content; a TV30 version was also created, and serves as the school’s NCAA message on game broadcasts.

RESULTS

Following release and subsequent aggressive use of the video, a campus student referendum passed overwhelmingly in support of scholarship athletics. Following an affirming faculty vote, UCSD offered athletic scholarships for the first time in its history. In the two year since the campaign’s debut, attendance at campus athletic events has increased markedly; donor support is up; media coverage has more than doubled; and the program’s transition from Division III to Division II has taken place (with men’s basketball considering DI status).