Best of CASE District VII Award
 

Institution: San Diego State University

Title of entry: SDSU Final Four Communications Campaign

About this entry: In spring 2023, SDSU's Strategic Communications and Public Affairs (StratComm) team leveraged the school's magical run to its first-ever men’s basketball Final Four and NCAA championship game to achieve SDSU’s highest level of recorded media relations, website and social media performance in recorded history. With no incremental budget, the strategic marketing and communications campaign was built dynamically as the team advanced through the tournament, ultimately generating unprecedented positive global visibility for the university estimated to be worth about $402 million in publicity value. StratComm worked closely with SDSU Athletics and dozens of other campus stakeholders to generate unique and intimate editorial, visual and digital content unavailable to external media. Content consumers were then carefully directed to high-priority SDSU digital communication platforms to drive community engagement, grow followers and promote enrollment. While gaining international coverage for a Final Four run is expected, the digital, editorial and on-the-ground strategies employed allowed the communications team to convert impressions into vital calls to action in support of the university. In addition to the massive publicity value generated, the campaign helped to drive student applications and enrollment and encourage philanthropic giving. Ultimately, the agility and creativity of the StratComm team to create momentum and build this campaign in real time during the March Madness tournament and Lamont Butler’s now viral buzzer-beater shot turned a milestone achievement for SDSU Athletics into an unprecedented victory for San Diego State University and its academic mission.