Homecoming Music Showcase
The Problem
The fall homecoming concert is one of the largest concerts of the year for UNW, but it was eclipsed in attendance by other homecoming activities. The department needed a new strategy to market this event to current students and alumni.
The Concept
In years’ past, the branding had typically been rather music-centric with very little emphasis on the spirit of homecoming. This year, the design was focused on an element of Northwestern’s campus that would be recognized by alumni and current students: the eagle statue located at the campus entrance.
The Solution
Photographed by Isaac, the eagle became the focus of the advertising campaign, as well as the theme of the concert itself. The unification of these two elements provided a more cohesive homecoming message, and concert attendance rose by 5% as a result of the new campaign.
