They were a key partner in creating a great event that had the biggest sports crowd in San Jose city history.

Andre Chapman, Executive Director, Literacy Classic Organization

Literacy and Leadership Gala Invite

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The Challenge

The Literacy Classic Organization is a non-profit organization whose mission is to leverage the appeal of collegiate athletics to promote literacy and academic achievement. The challenges for the Literacy Classic included creating a world-class brand with naming, identity and messaging in the face of a very negative San Jose State University football brand ; launching the organization on a national scale with a moderate budget; and selling out the flagship event – a football game at Spartan Stadium, which had not enjoyed a sell-out crowd in over 15 years.

Literacy Classic Poster, Program Cover

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The Solution

The first step was developing a marketing plan built around reaching the key audiences identified through a detailed research and discovery effort. The marketing plan leveraged an audience development matrix that highlighted each key audience and the tactics required to reach them. The plan components included identity creation, public relations, advertising, website development, viral marketing, events and much more.

Viral Marketing Flyer, Literacy Classic Organization Website

Results

San Jose State’s Spartan Stadium enjoyed the largest crowd in its history and the largest sports crowd in the city of San Jose history. The organization received recognition with over 100 articles in local and national newspapers. Broadcast coverage included ESPN2, ESPN Radio, ABC Nightline and all four local network affiliates.