SPMT 501: Team Campaign Plan

I developed a team campaign concept for the University of Montana football team centered around an alternate identity: “Fire Guard Griz”

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• Campaign Concept:

  • Team adopts a special identity for select games to raise awareness about wildfire prevention in Montana

  • Aligns the Grizzly brand (strength, protection) with protecting the state’s natural environment

• Purpose & Impact:

  • Educate fans on wildfire prevention practices

  • Support wildfire recovery efforts and environmental sustainability

  • Partner with organizations like the U.S. Forest Service

• Target Audience:

  • Fans and local communities in Montana

  • Youth participants and families

  • Broader outdoor and environmental community

• Marketing Strategies & Fan Engagement:

  • In-game PSA: Featuring Smokey Bear and the team mascot to promote wildfire awareness

  • “Clear the Air” Activation: Fans wave rally towels during the game to symbolize environmental responsibility

  • Youth Engagement: “Forest Defender Pledge” for elementary students with on-field recognition

  • Firefighter Appreciation Game: Honoring local first responders

• Revenue Generation & Fundraising:

  • 15% of campaign merchandise sales support a wildfire relief fund

  • Merchandise includes themed apparel, jerseys, and limited-edition items

  • QR codes connect fans to volunteer opportunities and educational resources

• Key Marketing Takeaways:

  • Demonstrated brand alignment between sport and social cause

  • Utilized integrated marketing strategies (in-game activation, media, merchandise, community outreach)

  • Created both emotional connection and tangible impact through fan engagement

• Connection to Learning Outcome & Mission:

  • Applied sport marketing concepts such as branding, storytelling, audience engagement, and cause marketing

  • Reflected the Gonzaga University mission by promoting social responsibility and community impact.