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Texas A&M University

Texas A&M University

In the Home of the 12th Man, Aggies are no strangers to the spotlight. But Texas A&M University had a story to tell much bigger than college football and enlisted our help to tell it.

Situation

Aggies are ambitious. Fearless on all fronts. As the first public university in the Lone Star state, Texas A&M is teeming with rich history and traditions familiar to many who have never even stepped foot on campus. But most were unaware that this once agricultural and mechanical college now boasts impressive academia and Tier one research endeavors, making an impact that spans far beyond the football field. In fall 2015, Texas A&M was gearing up to set a new precedent in Texas yet again and launched a $4 billion advancement campaign—rivaled only by the nation’s most prestigious public universities.

Solution

We saw firsthand what this powerhouse institution can accomplish when Aggies come together and become a force of nature. From deep sea drilling to exploring space, from alternative fuels to attacking cancer, Texas A&M has a hand in almost every area of global research.

We started by exploring the entire state—from College Station to Austin—in order to understand the impact the Aggies were making. We then embedded ourselves within the communications team to lay out the blueprint for what would become a highly memorable and highly successful campaign launch. In true Aggie style we kicked off the campaign with a presidential press conference that earned media attention from the likes of The Houston Chronicle and Bloomberg, followed by a donor event featuring celebrity artists and chefs, and a record-breaking card stunt in one of the biggest forums—Kyle Field—against SEC rivals Auburn.

Our “ripped-from-the-headlines” advertising campaign spanned the world, from the Midwest to London to Asia, most notably taking over the busiest station in D.C., and scattering the web with ads that drove to a unique microsite hub. The rally cry of the campaign was encapsulated by a poetic, powerful anthem video that captured the spirit and collective purpose of the University—to improve lives everywhere.

Results

The momentum with Texas A&M continues to build, reaching almost 100 million people across key audiences, and gaining headlines in US News & World Report, USA Today, Fast Company and VICE Magazine. Most importantly, this campaign has resulted in nearly reaching the $4 billion fundraising goal in a few short years. Texas A&M is recognized in every area of impact throughout Texas, the country, and the world. As our partnership continues, we are bringing to light the complete Aggie story in a way that’s never been done before. One that showcases the fearlessness of their community, in and outside the classroom, on and off the field.

+1,000 attendees at launch event
Mainstream coverage in Bloomberg, USA Today, Fast Company, & VICE Magazine
99,204,611 media impressions