Love Purple, Live Gold Campaign
The Love Purple Live Gold campaign was an undergraduate recruitment campaign created for LSU. It was the first recruitment campaign created by LSU that gained campus wide popularity and has sense been turned into a series of awards for outstanding students. My role in the campaign was to develop the strategic meaning behind the clever phrase Love Purple Live Gold and then help execute it across a variety of channels. We launched the campaign during the fall football season in 2010 with billboards in Atlanta and with shirts for the annual Gold Game.
Love Purple Live Gold Brand Statement
I pitched the idea of doing a Love Purple Live Gold t-shirt for then annual football team's Gold Game. For the pitch, I mocked up the shirt including writing the copy which became the Love Purple Live Gold Brand Statement. The concept was approved and the copy was used on the back of the T-shirt and became the foundation for all of the communication we did for this multi-year campaign.
I worked with 2 other copy writers to come up a secondary tagline that summarized the meaning behind Love Purple Live Gold. We came up with "Where Passion Becomes Genius" tying together the Purple to Passion and the Gold to Genius.
Secondary Tagline
Print Ads
Copy I wrote for a series of print ads for the Love Purple Live Gold campaign.
Undergraduate Recruitment Platform
While working on the Love Purple Live Gold undergraduate recruitment campaign, I challenged myself to think strategically about the decision making process for selecting a college. During that process, I started looking into LSU's competitive advantages, which weren't immediately obvious. So I asked myself "What If" LSU helped students find their majors, their futures, then that would be a distinct competitive advantage. And I mocked up an undergraduate recruitment digital platform where students could create a profile and explore all of the colleges, majors and interests LSU offers. The platform would allow them to add majors, minors, and extra curricular to their interests page, curating possibly future career along the way. The prototype tested very well in focus groups with parents and college students. However, due to budgetary constraints, the project was shelved.
