The Challenge

University of Denver needed to energize their Homecoming and Family Weekend, balancing respect for cherished traditions like the Parade and Hocktoberfest while creating new excitement that would draw both current students and returning alumni.

Creative Solution

The campaign embraced existing beloved events while introducing "Piopalooza" - a new signature event that expanded the weekend's appeal. The strategy balanced tradition with innovation, ensuring longtime alumni felt welcomed while giving current students something fresh to get excited about.

Event Integration: Wove together traditional events (Parade, Hocktoberfest) with the new Piopalooza concept Community Focus: Targeted both current "Pios" and alumni, creating intergenerational connection Brand Consistency: Used the beloved "Pio" nickname throughout to strengthen university identity

Execution Approach

The campaign materials likely featured cohesive branding across multiple touchpoints - from digital promotion to on-campus signage - that celebrated DU's Pioneer spirit while building anticipation for both traditional and new events.

Results

All events were well attended, indicating successful integration of traditional and new programming that resonated with both current students and returning alumni.

Agency: In-house at Denver University
Client: DU
My role: Creative Lead