MSU Lady Bulldogs

Sports Marketing Strategy & Branding Concept

Fan Engagement • Revenue Growth Strategy • Brand Identity Development

This project was completed as my Sports Marketing & Management special assignment, where I acted as the marketing strategist responsible for creating a branded campaign concept for Mississippi State University Women’s Basketball. After conducting a financial review, fan demographic evaluation, and SWOT analysis, I developed a unifying marketing message and visual identity to strengthen team branding and deepen fan engagement.

The campaign centered around the slogan “All Roads Lead to the Hump” (ARLTH)—a rallying cry designed to connect the team’s mission, fan community, and home-court advantage inside Humphrey Coliseum. This concept became the foundation for a cohesive branding system that included merchandise mockups, apparel graphics, messaging themes, and promotional strategy.

Project components included:
• Financial + demographic analysis to determine growth opportunities
• SWOT evaluation to identify branding strengths and weaknesses
• A revenue-focused marketing proposal outlining fan engagement strategies
• Creation of ARLTH as the central brand theme
• Merchandise line mockups, including fan gear and team identity pieces
• A full pitch presentation designed as if presenting to MSU Athletics leadership

This project demonstrated my ability to merge sports branding, collegiate athletics culture, revenue strategy, and creative design direction into a clear, compelling marketing pitch—reflecting the real-world expectations of a sports marketing role.