The Challenge

The Read-2-Lead 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 Read-2-Lead included generating excitement and attendance for the first football game of the year for San Jose State after a losing record the previous year.

Poster, Program Cover

The Solution

Tager Group developed an integrated marketing plan that included marshalling resources from major media partners, community organizations, and students. Tager Group developed the event campaign theme “The Rhythm is Gonna Get You”. Next, Tager Group produced the full complement of marketing communication tools including a full event website, retail posters, full color promotional fliers, radio and television advertising spots and print advertisements.

Finally, Tager Group led a guerilla marketing effort that included event canvassing, in person and online word of mouth programs, and sales agents to generate awareness and ticket sales for the game and surrounding events.

Viral Marketing Flyer, Read-2-Lead Organization Website

Results

The Read-2-Lead Football Classic attracted the largest audience of the 2004 season and one of the largest crowds in recent years.