SBD/August 11, 2014/Marketing and Sponsorship

Making A Statement: N.C. State Unveils Sports Marketing Campaign Aimed At Involving Fans

North Carolina State Univ. "launched its new sports marketing campaign on Friday but not without a hiccup," according to Joe Giglio of the Raleigh NEWS & OBSERVER. The "one-word promotional concept '#Statement' ... is designed to be a way for N.C. State fans to share what makes their experience as a Wolfpack fan unique." NCSU Associate AD/Communications & Marketing Fred Demarest said, “We wanted a campaign that our students, alums and fans could all have an interactive voice in, one that was more personal, had a deeper emotional connection, and was less consumed with wins and losses." Giglio noted the new direction for the campaign was "specifically designed to be a departure from the oft-mocked 'Our State' campaign which became a punchline after the Wolfpack football team went winless against four in-state foes" in '13. The "only hitch" in the new effort is Mississippi State "had a similar campaign to 'Statement' in 2011 for its school-wide marketing purposes." MSU also used a "variation of 'Our State' before N.C. State started that campaign" in '12 (Raleigh NEWS & OBSERVER, 8/9).

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