Georgia State University Athletics
Georgia State University Athletics

Georgia State University’s athletic program is a 16-team department that competes in Division I, the highest level of NCAA competition.

The Challenge

As an up-and-coming program in a sports-saturated market, Georgia State University faced numerous obstacles in developing its athletic fanbase.

The Solution

Georgia State’s core tenet of fearlessness, trust, purpose, respect, and integrity, along with the “inner panther” tagline become the themes of a powerful brand story, and a series of supporting brand aid videos creatively illustrated each of these qualities through the voices of their coaches and players. After creating this authentic, passionate, and exciting content, we developed a micro-targeted digital media plan and precisely distributed it to students, alumni, and sports fans alike all at the right place and time and on the right device. The results speak for themselves. The campaign generated more than 10 million targeted impressions, nearly 9,500 click-throughs, 280 hours of view, and engagement time, all over a 5-month period. More importantly, the campaign delivered against its key performance initiatives, and increased sales and donations. 47% of ticket buyers reported seeing a display or Facebook ad, 5% clicked through, and more than 56% of panther athletic club donors reported seeing an ad. Nearly 6% clicked through utilizing our world-class content, cutting-edge distribution strategies, and the uniting rally cry; “unleash your inner panther.”