Texas Tech Day of Giving
Texas Tech Day of Giving
print & digital design ⋅ direct mail ⋅ promotional materials ⋅ event signage ⋅ social media campaign ⋅ website assets ⋅ Branding ⋅ marketing strategy ⋅ cross-functional collaboration ⋅ Event Coordination ⋅ Photography ⋅ copywriting ⋅ Project Management ⋅ vendor management ⋅ asset management ⋅ post-campaign analysis
Texas Tech Day of Giving is the largest fundraising event for the university, held annually. This campus-wide event was launched in 2022, raising over $340,000 in 1,923 minutes (commemorative of Texas Tech's founding year) and reached a record total of $860,000 for the 2026 year.
For this project, I act as the Creative Director, establishing its brand identity, producing digital and print marketing materials, leading the social media campaign and strategy for Texas Tech Advancement and Texas Tech accounts, event planning and coordination, and more. This event was a highly collaborative effort, allowing me to lead partnering departments, team members, and vendors to adhere to Texas Tech Day of Giving brand guidelines and voice while working to maintain an effective marketing strategy through social media, direct mail, online blogs, stewardship, and event promotion.
While mostly a virtual event, we wanted to activate our staff, faculty, and students through an on-campus event. Attendees could stop by for a free T-shirt, refreshments, patio games, Raider Red and Masked Rider mascot meet-and-greets while sharing their support for dozens of campus initiatives. Students were encouraged to participate by voting on a fund the President's donation would be provided to.
The results of this campaign show increased engagement and participation each year. Through the carefully crafted social media campaign and ads, awareness rose to over 400k users, average engagement maintained a 5% rate, and account follows increased by about 12% over the course of the campaign.
print & digital design ⋅ direct mail ⋅ promotional materials ⋅ event signage ⋅ social media campaign ⋅ website assets ⋅ Branding ⋅ marketing strategy ⋅ cross-functional collaboration ⋅ Event Coordination ⋅ Photography ⋅ copywriting ⋅ Project Management ⋅ vendor management ⋅ asset management ⋅ post-campaign analysis
​Texas Tech Day of Giving is the largest fundraising event for the university, held annually. This campus-wide event was launched in 2022, raising over $340,000 in 1,923 minutes (commemorative of Texas Tech's founding year) and reached a record total of $860,000 for the 2026 year.
For this project, I act as the Creative Director, establishing its brand identity, producing digital and print marketing materials, leading the social media campaign and strategy for Texas Tech Advancement and Texas Tech accounts, event planning and coordination, and more. This event was a highly collaborative effort, allowing me to lead partnering departments, team members, and vendors to adhere to Texas Tech Day of Giving brand guidelines and voice while working to maintain an effective marketing strategy through social media, direct mail, online blogs, stewardship, and event promotion.
While mostly a virtual event, we wanted to activate our staff, faculty, and students through an on-campus event. Attendees could stop by for a free T-shirt, refreshments, patio games, Raider Red and Masked Rider mascot meet-and-greets while sharing their support for dozens of campus initiatives. Students were encouraged to participate by voting on a fund the President's donation would be provided to.
The results of this campaign show increased engagement and participation each year. Through the carefully crafted social media campaign and ads, awareness rose to over 400k users, average engagement maintained a 5% rate, and account follows increased by about 12% over the course of the campaign.
