Maroon Shirt® campaign

Roles:
Creative Director, Production artist, Photographer, Videographer

The Challenge

Create a unique, limited-edition t-shirt
Develop a social media campaign that incorporates video
Produce a wide variety of photos that represent our alumni base
Redesign the promotional website and enhance the email communication

The shirt design

The Maroon Shirt® is the official members-only shirt from the Alumni Association. The limited-edition shirt is released each fall with a new design and vaulted before the end of the year. In 2017, a U of M alumna approached the UMAA with her idea: create a fun, unique shirt only for members to kick off the school year that raises money to ignite student success. This year, we are offering a gold version of the shirt to also cater to the people that want something other than maroon.

The Marketing

When selecting models for the shirt, I saw an ideal opportunity to cross-promote alumni-owned businesses and engage our passionate community. Featuring real alumni not only authentically humanizes the Maroon Shirt®, but also proudly showcases their University of Minnesota spirit.

In support of the shirt, we employed several marketing efforts to raise awareness:

Photography

To position the Maroon Shirt® as a true lifestyle piece for everyone, we made it essential to photograph real people in their authentic environments.

Social Media video

Youtube video

The Final Product

What was accomplished?

The campaign was a huge success, exceeding in all membership level goals as well as current member shirt sales.

Dan Burdeski

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Dan Burdeski