STRATEGY DIRECTOR
FIERCELY REMEMBER ACTIVATION
CLEMSON UNIVERSITY
Marketing and Communications
Roles:
Strategy Director
Project Manager
Date:
April 2025
While establishing the new brand campaign for Clemson University, Fiercely Forward, we developed an experiential marketing event for graduating students centered around the concept of reflecting on the memories that defined their "No. 1 Clemson Experience". Centering around adding their favorite photos, memorabilia and notes to a Paper Tiger Sculpture, created for the event, as a lasting monument to their Clemson stories.
BACKGROUND
Aligning with the sentiment that these students should have experienced the "No.1 Student Experience" in relation to the Clemson Elevate Strategic Plan, we challenged students to reflect on their memories to emphasize the value of their time at Clemson. ​
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Using the Fiercely Forward brand rollout as a messaging vehicle, we created an opportunity for students to physically engage with the concept of their experiences and reflect on the role Clemson had played in supporting these memories.
INSIGHTS
Developed as an interactive marketing experience, audiences were challenged to actively think about the brand messaging of having the "No.1 Student Experience" and interact with it. Creating a tangible reflection on brand messaging that would be remembered, both at the time as well as each instance they saw the tiger sculpture again in digital communications, social media or in person when they returned to campus. ​
OPPORTUNITY
The Tiger Sculpture project provided a outlet for brand messaging interactions, collaborative messaging connections and as follow along marketable asset in the future.
1. Creation of a new tradition audiences will be thinking about and reflecting on the brand messaging.
2. Cohesive transitions between current student and alumni messaging objectives.
3. Implementation of a new, and unique, sellable asset for development interests and corporate partnerships.
STRATEGY
Aligning with the brand messaging of the Fiercely Forward brand campaign and Clemson Elevate strategic plan language, our initiative focused on asking audiences to reflect on their favorite topics..themselves!​
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Using the Tiger sculpture as a play on a "year book" concept, asking audiences to add their own memories to the installation, they left a piece of their story behind to return to as well as inspire the perspectives of future audiences who would see these visual examples as validations of the Clemson brand.
DELIVERABLES
