Texas Exes - "Texas Fans Make Us Proud"

Summary

In 2006, The Texas Exes and the University of Texas launched the "Texas Fans Make Us Proud" sportsmanship campaign to foster a safe and positive environment for recruits, student athletes, coaches, media, alumni and fans. Shortly after Texas Tower began working on this new campaign, it began with its initial goals in reaching the student audience at a grassroots level.

Problem

The University along with the Texas Exes realized a need for a good sportsmanship initiative. As Texas Tower member Kristin Turner said, "fans were letting their love for the rivalries get in the way of the true spirit of the game." However, with good ideas and good intentions in place, getting the campaign to actually resonate with 50,000 was the challenge.

Goals

To make The University of Texas the leader, not just of college sports, but of college sportsmanship, and make UT sporting events the model for safety, civility, and team pride.

Objectives

  • Increase student awareness of the main components of good sportsmanship as defined by the Texas Exes.
    • Watch your alcohol. If you drink alcohol, know your limit and stay well under it. Be a good ambassador for The University.
    • When you spot visiting fans and teams, give them a warm welcome to Austin.
    • Realize that the stands are full of children who are learning their values from you. Please watch your language!
    • If you witness an unruly fan, inform an usher. Telling an usher is the best way to send the message that a fan's behavior is inappropriate.
    • Be friendly, respectful, and passionate.
    • Come early, be loud, stay late, and wear burnt orange.
  • Raise awareness and attendance at the less popular spring sports.

Strategy

Spread the good sportsmanship initiative to the student body at a grassroots level

"Texas Fans: Take Ten" video contest - Fall 2008

  • Development
  • Promotion
  • Launch
  • Announcement of winners
  • Creating and maintaining social media
    • Facebook
    • YouTube
  • Daily Texan

Target fan bases of smaller spring sports -- they're usually the ones with the most spirit/dedication

  • Distribution of T-shirts and other promotional items at rallies, tailgates, and other student activities
  • Get people to participate in an activity/competition in person at the games, but communicate the message/information online.

Results

  • Mack Brown mentioned campaign at Texas Football Rally
  • "Texas Fans Make us Proud" logo displayed in many local businesses
  • Increased student awareness through promotional giveaways and social media interaction/increased membership
  • Texas Fans: Take Ten Video Contest success