Association of Former Students at Texas A&M

From Howdy to Here: Raising Brand Awareness for a Prominent Alumni Organization

The Association of Former Students used a multi-faceted marketing campaign to shine a spotlight on its programs and services—and showed the world how much it cares about students and alumni.

The Background

The Association of Former Students (known as The Association) is the official alumni organization of Texas A&M University. The Association bolsters the university through fundraising, programs, and services that support the Aggie Network, which represents more than 67,000 current students, alumni, and donors.
While The Association makes an impact on just about everything Aggie-related—traditions, student organizations, clubs, reunions, and college departments—its efforts and true impact on the university are largely unknown by its audiences.

The Lee Group was brought in to lead a 12-month campaign focused on telling the organization’s brand story and to raise awareness and appreciation for The Association’s impactful breadth of work across the entire Aggie Network.

The Challenge

While The Association enjoys strong brand awareness and recognition for its Aggie Ring program (the school’s famous class rings), there was low awareness of the organization’s other programs and services. To effectively demonstrate how The Association impacts the lives of the entire Aggie Network, The Lee Group outlined a unified omnichannel campaign that could be created and executed within a limited budget.

The campaign needed to accomplish six primary goals:

The Solution

The Lee Group created the “Here. There. Everywhere.” campaign to demonstrate that The Association is: here for Aggies during their days as students and former students, there for Aggies as they make their way around the world, and everywhere that the Aggie Network needs them to be.
This campaign also included easily recognizable Aggie-centric phrases and experiences, which were used to attract attention and evoke a sense of nostalgia and pride.
For the campaign, the team developed a messaging platform, proof points, and three unique approaches to which the specific marketing tactics would ladder up:
  • A graphical approach to demonstrate scale and scene (signage and graphics)
  • An educational approach for current students (school trivia, spirit wear, etc.)
  • An Aggie tradition-focused approach for alumni (social media and more).
The campaign also relied on explainer videos and high-ethos videos that were shared on YouTube and promoted on Facebook and Instagram. Lastly, the team developed a multi-faceted media strategy that included paid search, display ads, paid social, videos, landing pages, print, on-campus signage, a traveling booth used at events, and giveaways.
The campaign was designed to span 12 months, with optimizations taking place at strategic times. At the end of the campaign, key performance indicators would be assessed.
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The Results

By all accounts, the “Here. There. Everywhere.” campaign was a success and helped raise awareness and appreciation for the work The Association does to improve the lives of students and alumni. The results of the campaign included 39,026,917 total impressions, 236,323 total clicks, an 11.35% landing page conversion rate, and a 40.20% YouTube click-through rate.

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Alan Babb

EVP of Creative

What are you looking for in an advertising agency?

While most agencies lean on their “unique” culture, funky office space, cleverly named process, or walls of awards to attract clients, we take a more thorough, thoughtful approach.

After all, consumers are only getting savvier. These days, effective advertising not only takes clutter-cutting creative but also solid, intelligent strategies that rise to the demands of an overly saturated hyper-focused marketplace.

The Lee Group embraces this challenge by simply focusing on being smart. We believe an intelligently devised strategy clearly defines the target audience, informs and inspires great creative, drives the CTA, and ultimately converts prospects into buyers.

In other words, intelligence delivers results.

Of course, entertaining ads have their place, but a clever headline or being irreverent for irreverence’s sake doesn’t necessarily mean your customers will convert. It’s the intelligence behind the creative that counts — the critical thinking, the experience, the expertise, and above all, the strategy. That’s what The Lee Group brings to the table, and it’s what sets us apart.

Ann Lee

Founder and CEO

There’s a sign that hangs on my wall with a quote from advertising great David Ogilvy. It reads: “It’s not creative unless it sells.”

This sign has been my constant companion through four decades, in half a dozen different offices, and while producing countless award-winning campaigns for more than 850 clients across 48 states.

It’s my eternal beacon of truth. And it has never been more relevant than it is today.

To move the needle in today’s omnichannel, over-communicated, fractured, and highly competitive world takes far more than it did a decade ago—or even last year.

Today, it takes strategy born from data and insights, concepts brought to life through creative brilliance, and integrated media and channel planning that’s on target and optimized to reach customers when and where they are.

It takes intelligent marketing. And it’s what produces marketing that sells.

I’m immensely proud to have a team that’s the very best at what they do and is willing to put their individual egos aside to make our clients and their products the heroes.

I’m equally blessed to have clients who are willing to share their knowledge and provide the uncensored candor it takes to forge great partnerships.

If you’re ready to partner with an intensely strategic team that’s invested in your bottom line, let’s put intelligence to work!