Hoosiers Connect IMC Campaign
Team RedBloom
The Executions:
“I Love Indiana Athletes”
Our team developed a powerful way to strengthen student engagement and support for Indiana University athletics: exclusive Hoosiers Connect-themed discount cards, offered as rewards for member donations. These cards aren’t just about saving, they're a symbol of pride and commitment to IU’s spirited athletic community. By partnering with student-favorite restaurants around IU’s main campus in Bloomington, it would give students real value while deepening their connection to the teams they cheer for.
OUt-of-Home
Social Posts
The Challenge
Hoosiers Connect is Indiana University’s premier NIL Collective that seeks to represent IU athletes through community involvement, social media promotion, and brand sponsorships. With Hoosiers Connect, IU athletes can be compensated for their name, image, and likeness, while fostering new relationships. While Hoosiers Connect already has a loyal member base of IU alumni and Bloomington locals, they were seeking to target arguably the most crucial audience for future development, college students.
The Solution
The collective looked to student-led campaign initiatives to develop strategies and executions to increase college student membership. My agency, RedBloom, proposed more for the first tier of membership for Hoosier’s Connect. We developed a discount card that partners with local Bloomington restaurants such Gables Bagels, Buffalouies, Village Deli, Nick’s, and Mother Bears. To kick off advertising for the new discount card, we also proposed a hot wings event with the Hoosiers Connect-sponsored IU athletes.
My Contributions:
-
Brief Development
-
Consumer Research
-
Media Plan and Budget
- Brief Development - Consumer Research - Media Plan and Budget
Local marketing for posters and flyers on a seasonal basis for in and on-campus venues.
PR efforts include locally partnered business events where athletes take on challenges, simultaneously connecting with students involved in Hoosiers Connect benefits. Use of brand ambassadors to spread awareness of the campaign and build relationships.
Social media-driven activity specified with notable IU events. Regular engagement with targeted and achieved audience monthly on social media. Emphasis on athlete-sponsored content.
Quarterly e-mail newsletters to notify of campaign events and membership information.
