Our strategic thinking began with an analysis of their successful “Think and Do” brand campaign that had been the hallmark of the Wolfpack for several years. We found there was a strong awareness and affinity towards the mantra around campus —it was felt to uniquely capture the spirit of NC State— but that there was still an opportunity to enhance the story for a new audience of alumni and partners.
To build on the brand’s momentum, we developed an idea to snap-on to the existing messaging in a way that added a motivational and ambitious vision of the future. “Think and Do the Extraordinary” was born and supported by a strategy toolkit including a campaign mantra, pillars, priorities and messaging guidelines.
We knew the campaign storytelling would be critical and our content strategy was focused on bringing the most powerful, relevant narratives forward for our audience. We needed to show a diversity of NC State’s programs and reinforce the cornerstone principles of the campaign: opportunity for students, purpose through research, world-class facilities, student experience, and dynamic leadership.
“Every single day, in every walk of life, ordinary people do extraordinary things.”
The key emotional ingredient for each story was its ability to feature a direct, tangible impact on individuals and communities. Our prologue and north star became a quote from NC State’s legendary basketball coach.