We saw a way to raise the spirits of a dispirited athletic league.
  • Challenge: Ivy League schools aren't known for their athletic prowess. And in many cases it is harder to ignite team spirit than to attract a robust audience of fans.
  • Strategy: Leverage the inspiring energy of the Athletic Director and her Southern roots through a cry to her teams to become star competitors.
  • Big Idea: Let's give 'em something to talk about.
  • Result: The internal communications campaign not only ramped Columbia's team, it also ignited the important support of alumni and recruits.