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SBD/Issue 232/Sponsorships, Advertising & Marketing
Baylor Univ. Rolls Out New "Rise Up" Football Marketing Campaign
Published August 17, 2010
|Baylor Univ. Using "Rise Up" Campaign
To Help Boost Sales For Upcoming Season
Baylor Univ. with its "Rise Up" marketing campaign is "delivering an all-out blitz to drum up interest for the upcoming football season," according to John Werner of the WACO TRIBUNE-HERALD. The campaign includes billboards along Interstate 35 featuring QB Robert Griffin, OL Danny Watkins and LB Antonio Johnson. Baylor also has produced a series of commercials featuring coach Art Briles and players, including Johnson and Watkins. Briles said, "Marketing is doing a real good job of promoting the season along with the powers that be at the university, beginning with the president (Ken Starr). It's really an all-out effort to make Baylor what it needs to be." The Baylor marketing department began developing the "Rise Up" campaign in February, but it "took on even more meaning after the Big Ten, Pac-10 and Southeastern conferences made overtures toward Big 12 teams in early June." Baylor Associate AD/Marketing John Garrison said, "We came up with the 'Rise Up' slogan with the idea that it's time for us to make the next step to get to a bowl game. When the whole Big 12 thing happened (in June), it took on a whole new meaning." Both commercials featuring Johnson and Watkins "show them lifting weights and saying a few inspirational words about the upcoming football season." Garrison said that the videos "were designed for dramatic effect to get Baylor fans excited about the upcoming season." The promotional efforts "are paying off." More than 11,000 season tickets have been sold, "1,000 ahead of last year's pace." Baylor AD Ian McCaw expects that season tickets will "approach 13,000, which would exceed last year's 11,700 season tickets" (WACO TRIBUNE-HERALD, 8/14).