George Mason University Athletics

Activating the United Nation of Mason

George Mason University Athletics faced the significant challenge of reaching its target audience in a highly competitive marketplace crowded with popular collegiate and professional sports franchises, all with deep legacies and loyal followings. To differentiate Mason Athletics and engage the "United Nation of Mason" of current students, alumni, family, friends, and community neighbors, Mission developed a unifying new brand identity and a campaign strategy that worked for itself. Through effective viral engagement, we increased reach to this base exponentially, activating the fans as Mason’s greatest promotional asset. The heart of the identity and appeal focused on the hard work, determination, and undaunted pursuit of greatness by the Patriots behind the basketball program.  

Expertise

Brand Platform, Messaging, Design, Environmental, Advertising, Photography, Video, Digital Marketing

Markets

Sports, Education

Online HQ

tickets.gomason.com

Share

GMA.001 Pre-Game Hype Video
I

Awareness Campaign

A schedule is just a schedule... until it is 8ft tall with a shreeking Patriot on it.

George Mason is a gigantic school with a load of reserved pride. Activating that pride required an awareness campaign that celebrated the showmanship of the current men's basketball team.

Advertising

Outdoor

Direct Mail

Posters

Collateral

GMA.002 Schedule Poster Series

Not just print materials–a coveted series of fan collectibles.

We designed the schedule posters to be modular so that the team's players could be individually featured. Each player poster was then printed as a limited edition, making them collectable around the Mason campus. An unintended result was fans asking for post-game autographs from their favorite players, further connecting the team and the campus community.

GMA.003 Schedule Poster Series
GMA.004 Schedule Poster Series
GMA.005 Schedule Poster Series
GMA.003 Schedule Poster Series
GMA.004 Schedule Poster Series
GMA.005 Schedule Poster Series
GMA.006 Home Game Programs
GMA.007 Pocket Game Schedule
GMA.008 Game Flyers
GMA.006 Home Game Programs
GMA.007 Pocket Game Schedule
GMA.008 Game Flyers
“ ”

The heart and determination of the Mason teams are an inspiration. There is truth in advertising.

Steve S.  /  Mission

GMA.009 Outdoor

Green & Gold

The pride and presence of the United Nation of Mason can be experienced campus-wide.

II

Season Ticket Outreach

Building the base for The United Nation of Mason.

In Division 1 basketball, season tickets sales are a critical metric of success. We created a multi-touch, integrated campaign that incentivized re-ups as well as new audiences.

Direct Mail

Targeted Digital Advertising

Social Media Marketing

Remarketing

GMA.010 Custom Direct Mail
GMA.011 Custom Direct Mail
GMA.012 Custom Direct Mail
GMA.010 Custom Direct Mail
GMA.011 Custom Direct Mail
GMA.012 Custom Direct Mail
GMA.013 Display and Social Marketing
GMA.014 Display and Social Marketing
GMA.015 Display and Social Marketing
GMA.014 Display and Social Marketing
GMA.015 Display and Social Marketing
GMA.016 Ticket Website

Tickets Website

All roads led to the completely overhauled Mason ticketing experience where attribution was closely tracked.

III

2018 Awareness Campaign

Rebuilding the team and rebuilding the brand.

Our first season partnering with Mason Athletics was considered a "reset" year, where both the team and the brand were firmly focused on creating a new foundation for future seasons to build upon.

Brand Platform

Messaging

Design

Environmental

Advertising

Photography

Video

Digital Marketing

GMA.017 Pre-Game Hype Video
GMA.018 Hype on the Jumbotron

Green & Gold. Really Big.

A huge effort was made to elevate the game experience to a level of spectacle.

GMA.019 Pre-Game Hype
GMA.020 Pre-Game Hype
GMA.021 Pre-Game Hype
GMA.019 Pre-Game Hype
GMA.020 Pre-Game Hype
GMA.021 Pre-Game Hype
GMA.022 Print Advertisement
GMA.023 Program Advertisement
GMA.022 Print Advertisement
GMA.023 Program Advertisement
GMA.024 Season Ticket Plan Booklet
GMA.025 Season Ticket Plan Booklet
GMA.026 Season Ticket Plan Booklet
GMA.024 Season Ticket Plan Booklet
GMA.025 Season Ticket Plan Booklet
GMA.026 Season Ticket Plan Booklet
GMA.027 Season Ticket Plan Direct Mail
GMA.028 Season Ticket Plan Direct Mail
GMA.027 Season Ticket Plan Direct Mail
GMA.028 Season Ticket Plan Direct Mail
GMA.029 Season Ticket Plan Direct Mail

On-Campus Brand Building

Die-cut schedule posters cut through the noise of campus promotions.

GMA.030 Ticketing Landing Page
GMA.031 Geo-Targeted Snapchat FIlters
GMA.032 Display and Social Assets
GMA.031 Geo-Targeted Snapchat FIlters
GMA.032 Display and Social Assets

As our agency of record, Mission has elevated our marketing and sales efforts with tremendous graphics, dynamic content, technology, and data-driven targeting and analytics. They are tremendously responsive and working with them is a pleasure.

Andy R.

George Mason Athletics

STX Lacrosse

Baltimore's Promise