// Campaign DevelopmentThe RISE department at Texas Tech University is a nationally recognized leader in sexual violence prevention and consent education. Focused on fostering a safer campus and community environment, RISE organizes over 20 impactful events during Sexual Assault Awareness Month each April, reaching thousands of individuals. With innovative programs and a commitment to excellence, RISE sets the standard in the field, providing essential resources and support for students and the wider community.
Challenges
While there is general awareness for Texas Tech’s sexual violence prevention efforts on campus, there is unawareness of the events during April supporting this initiative. We focused on generating awareness for the event and art exhibit, Exhale, and growing attendance, gaining awareness and growing attendance for Take Back the Night.
Solutions
While there is general awareness of Texas Tech’s sexual violence prevention efforts on campus, there is a significant gap in the recognition of specific events supporting this initiative, particularly during April. Our focus was to bridge this gap by generating heightened awareness and increasing attendance for key events such as Exhale—an impactful art exhibit, Denim Day—the longest-running international campaign where supporters wear denim to show solidarity, and Take Back the Night—a rally and march for survivors. Through targeted campaigns, we aimed to spotlight these critical events, ensuring they received the attention and participation they deserved.
Deliverables
Inbound MarketingProduct DesignPrint & Digital MarketingSocial MediaProject ManagementEvent CoordinationEmail CampaignsPhotographyInbound marketing has been the cornerstone of our strategy at the RISE department to reach our audience and increase awareness of our events. Implementing this approach meant connecting with our audience through various channels and educating them about our events and initiatives. To achieve this, we leveraged a comprehensive mix of tactics, including:
Social media
Email blasts
Blogging
SEO
Digital/print ads
Community announcements
Product design (shirt, sticker, button)
Results at a Glance200%+
boost in social engagement.
17,000
visited local and campus art exhibit.
804
e-blast recipients with 55.2% open rate.
Press
from Take Back the Night Foundation, Lubbock-Avalanche Journal, KCBD, Texas Tech Today, Daily Toreador, Everything Lubbock, NASPA
Event-Specific ResultsExhale
I played a pivotal role in curating an art exhibit for sexual violence survivors and their allies, featuring two major showcases: a local First Friday Art Trail event that drew a record 17,000 attendees, and a vibrant on-campus exhibition. The on-campus event included interactive booths for bracelet-making and canvas painting, inspired by art therapy techniques. Our initiative, "Exhale: A Night of Expression, Art, & Healing," garnered national acclaim after its presentation at the NASPA Strategies Conference in 2023 and has since been adopted nationwide.
Event-Specific ResultsDenim Day
I spearheaded the design of high-impact buttons for Denim Day, enhancing event visibility and providing partners with an actionable way to demonstrate support. By collaborating with over 80 partners, we successfully distributed 2,000+ buttons and marketing materials. We also launched a social media campaign encouraging participants to post photos of their teams wearing the buttons or denim, tagging our page. This strategy not only amplified our campus's commitment to survivors of sexual violence but also drove a remarkable 200% increase in social engagement.
Event-Specific ResultsTake Back the Night
I leveraged digital and print advertising targeted at the Texas Tech campus to boost event attendance for Take Back the Night, using both organic and collaborative posts that increased visibility. I designed impactful T-shirts, stickers, buttons, and other promotional items, and captured compelling event photographs to further amplify the event's reach. This comprehensive approach led to Texas Tech's Take Back the Night being recognized as the Event of the Month by the international Take Back the Night Foundation.