What You Stand For
Date: 2012 – present
Project: Aggies stand ready on the sidelines of Kyle Field every gameday, but the power of the 12th Man extends far beyond a playing field — it is echoed in Texas A&M's land-grant heritage, in the student body, in the unity, in the loyalty and in the willingness of Aggies to serve when called to do so. The Division of Marketing & Communications, in collaboration with Belmont Icehouse in Dallas, has created the "What You Stand For" national campaign that includes visual, audio, print and digital media strategically designed to celebrate the spirit of the 12th Man and showcase how Texas A&M is impacting the state, nation and world.
Execution: Print ads showcasing both the accomplishments of individual students and Texas A&M's unique position as the state's only land-, sea- and space-grant university appear in Texas Monthly, while digital ads for the campaign continue in major outlets for higher education like Inside Higher Ed and Chronicle of Higher Education, as well as state outlets such as The Texas Tribune. The campaign continues through the university's signature broadcast television commercial, which has appeared nationally on a variety of networks, as well as a 30-second institutional radio commercial in rotation on both national and regional radio stations that pays homage to the 12th Man tradition, while sharing how current and former Aggies embrace its spirit.
Date: December 2012
Project: The selection of Texas A&M quarterback Johnny Manziel as the 2012 Heisman Trophy winner didn’t just make the history books — the unprecedented moment also continued the excitement and conversation surrounding Texas A&M on the national stage. The Division of Marketing & Communications, in partnership with Belmont Icehouse and NextMedia, both in Dallas, Texas, created and executed a national campaign strategically designed to not only celebrate the historic moment, but to also continue the conversation about Manziel's Heisman win and broaden the scope of national media exposure the university received.
Execution: To commemorate Johnny’s unprecedented accomplishment, full page ads were placed in Sports Illustrated, USA Today and The New York Times to commemorate his win. Digital billboards were placed in New York City's Times Square, as well as the Texas cities of Dallas, Houston and San Antonio, and through a special partnership with Lamar Outdoor, digital billboards were also posted in more than 400 locations nationwide. The campaign continued through digital mediums, including major newspapers in Texas and national outlets like USAToday.com, SI.com and ESPN.com. Texas A&M also harnessed its social media platforms and websites within seconds of Johnny’s win to convey the significance of the his accomplishment.