Santa Barbara Connect
Description
Isla Vista, a vibrant beachside college town, serves as the heart of student life for the majority of UCSB’s population. Known for its sunny shores and energetic nightlife, it’s the quintessential paradise for college students. In 2024, the UCSB Baseball Team gained approval to feature an Isla Vista-inspired logo on our midweek home jerseys. I was tasked with developing a marketing campaign to promote the new look, leading to the creation of SB Connect.
Goals
- Integrate the vibrant culture of Isla Vista with the Identity of UCSB Baseball
- Increase engagement and attendance among UCSB students
- Bring UCSB Baseball to the forefront of UCSB athletics
Execution
- Filmed and edited a jersey reveal video
- Created game-specific hype videos
- Used vibrant colors and fast-paced videos to reflect the culture of Isla Vista
- Inclusion of beach and party music/themes in videos
Impact
- 70% jump in attendance at home games in 2024 including 4 Sellout games
- Single game record attendance of 2,110 fans
- Over 8,000 Likes and 500 shares across SB Connect video content
Photo Credit: Jeff Liang
Photo Credit: Sophia Chun
Teaser shoot day (Photo credits: Sophia Chun)
Shoot day (Photo credits: Jeff Liang)
The Surge X UCSB Baseball
Description
"The Surge" is a student-led UCSB athletics fan group, originally founded to support basketball. In 2024, I engaged with The Surge to strategize and execute a collaborative activation and marketing campaign.
Goals
- Increase student attendance at home games
- Build a younger, student-led fanbase for UCSB baseball
- Create an energetic, loud environment at home games
Execution
- Photographed and composed activation photo post
- Directed TikTok activation video
- Created cross-platform social media campaign
- Filmed and edited Surge-themed hype videos
- Coordinated Surge-themed giveaways at games
Impact
- Two sellout crowds on Surge-designated games
- 64% Jump in student attendance at home games
- 5.8K Likes and 1K shares across surge-themed posts on instagram
