Author: Greg Ash

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Boston University builds momentum

Boston University had never held an official fundraising campaign in its 180-year history until formally kicking off its first in 2012. And no other school had aimed to raise $1 billion in its first campaign, President Robert A. Brown said at the time. A decade later, with more than $1.85 billion raised for financial aid, faculty support, research, and facility improvements, the University is ready to tackle it’s next, and even bigger fundraising campaign. And we are excited to help!

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UNC Asheville charts a course for the future

The University of North Carolina at Asheville is the designated liberal arts institution in the University of North Carolina system. For one of the nations’ only Public Liberal arts universities focused on building the leaders of tomorrow, fundraising is essential to ensuring the new future. As they charter in new leadership the strategic vision will be essential to informing the identity of the university and this next comprehensive campaign. We are excited to what is next.

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Ruffling Feathers – Virginia Tech Takes over Charlotte.

The rise in audience and popularity of women’s college basketball was clearly felt last season from coast to coast. The national semifinals averaged a record-setting audience of 4.5 million viewers. The National title game has a record viewing audience of nearly 10 million viewers. 

 

The interest and investment in women’s sports as a whole, has never been greater. 

 

With two of the four programs from last year’s historic Final Four set to face each other in an early high profile matchup, Heavy Content Studios partnered with ACC Champion and 2023 Final Four participant Virginia Tech on a unique activation in the event’s host city of Charlotte. 

The Hokies will face national runner-up Iowa in a nationally televised matchup (ESPN) on November 9 at the Spectrum Center. 

 

The Virginia Tech women’s basketball program made significant breakthroughs last season, winning its first ACC title before advancing to the Final Four where they fell just short against eventual champion LSU. The Hokies enter the new season ranked No. 8 in the nation in the AP poll and No. 5 in the coaches’ poll. 

In addition to the women’s game on Nov. 9, the men’s program, which won the ACC title in 2022, will play South Carolina in the same venue the following evening and will be supported through this activation as well. 

 

Heavy Content Studios worked with the Virginia Tech staff to ideate ways to celebrate both programs in a city that holds the largest alumni base for the university outside of the Commonwealth of Virginia. 

 

Together the teams developed creative work that will be visible in over 20 digital boards through the city and locations strategically placed for visibility for those traveling from Blacksburg to Charlotte. Additionally, a pair of 20×12 foot full digital boards will be utilized within proximity to the Spectrum Center.

 

 Heavy Content Studios is no stranger to the Athletics world and has partnered with numerous high profile clients in a variety of spaces throughout its history. Heavy is extremely committed to the growth and investment in women’s sports and hopes to take on similar projects within this space in the near future. 

 

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The Fun Belt

Established in 1971, The Sun Belt Conference has a well-earned reputation as the home of the pesky underdog. Their member institutions—14 schools in 10 contiguous states—consistently punch above their weight in competition, upsetting blue blood programs with higher earning athletic departments. Beyond the near-annual upsets, the Sun Belt is one of the last major college athletic conferences to embrace regionality, allowing fans easier access to away game travel because games mean more when you’re playing a team in a bordering state, increasing the chances of rivalries being formed.

This was a multi-layered challenge. First, college athletics are undergoing a massive upheaval. Century-old rivalries have gone by the wayside in search for a tightening, yet lucrative pot of TV money. This makes it harder—and more expensive—for smaller athletic programs to compete and attract coaches and players. How can we lift up our programs, celebrate their success and stick it to the bullies at the same time?

 

Second, how can this conference as a whole stay in the national spotlight throughout the regular season, and beyond? How can we maximize coverage and create assets that can be used at both a football game or a basketball tournament?

More to come. Stay tuned….

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Italy In North America

90 years ago, Bialetti created a simple way to brew delicious Italian espresso at home. Soon, thanks to its flawless design, it became the way. The Moka Express has made its way into millions of households throughout Italy to start conversations, build traditions, and introduce the dessert course. We like to think of it as a unique idea that has sparked many others, as it is the perfect addition to any brainstorming session and the catalyst for many an ah-ha moment.

But the experience of using a Bialetti is only half the story. It’s become more than a global kitchen staple—it’s an icon, an heirloom, an experience, a conversation starter, and a revolution. Its perfection unifies coffee aficionados, museum collectors, and even environmentalists. In a world where more is more, a few pieces of aluminum and a little bit of coffee are all you need to lay the foundation for a coffee experience—like nothing else.

 

To help them launch into North America, we developed a three part messaging strategy around Italian heritage, Product design, and Value. Developing a campaign for each we measured their engagement across a multi-channel media campaign targeting three audience groups and geographies in the U.S.. After being in market for six short months sales are up over 26%.