Best of CASE District IV Award
 

Institution: Texas Christian University

Title of entry: 150th Anniversary Environmental Graphics

About this entry: At TCU, we firmly believe that internal audiences are our most loyal, effective and authentic brand ambassadors. For this reason, nearly all institutional marketing and communication initiatives include significant on-campus activations to ensure awareness among students, faculty and staff. Strategically, our environmental graphics allow us to maximize our budget; in many cases, they function like billboards but without the cost to lease space. Essentially, we were able to “double dip,” reaching both the internal audience and larger local community all at once.

While our Sesquicentennial anniversary did not begin until 2023, we used the fall 2022 semester to raise awareness of and build excitement for this milestone celebration. TCU’s Fort Worth campus is known for being one of the nation’s most beautiful (The Princeton Review ranked us No. 13), so it’s a perfect landscape for environmental graphics. To set the celebratory atmosphere, we decked out the campus with Sesquicentennial-branded graphics ranging from multi-story banners to stair decals. They provided a show-stopping introduction, catching the attention of students, faculty, alumni and visitors, many of whom shared them on social media.

Overall, there were more than 400 individual installations — a testament to the importance of TCU’s upcoming 150th year and Horned Frog pride in general.