Fresno State Athletics announces new Pride of the Valley campaign

From the Valley, we rise together pic.twitter.com/AUKu2q7jZ9
— Fresno State Bulldogs (@FSAthletics) June 4, 2019

FRESNO, Calif. – Fresno State Athletics unveiled its Pride of the Valley marketing campaign on Tuesday, an initiative meant to encapsulate and enhance the pride the community has for its Valley team. The campaign encompasses all 21 sports and will include a variety of traditional and digital marketing elements displaying a new visual identity, community engagement initiatives, and partnerships with various Valley media outlets.

The launch of the campaign was announced via the release of a video on the Bulldogs' social media platforms (link) and was highlighted locally by various billboards around the Fresno area, pole banners on Fresno State's campus, and 2,000 lawn signs dispersed to Bulldog fans to proudly display outside their homes and businesses.

"We have an unbelievably rich athletics' history and a Valley-wide fan base who have proudly stood behind our programs over the years," said Frank Pucher, Senior Associate Athletics Director for External Relations. "Our goal with this marketing campaign was to spotlight all those who make Fresno State so unique, and that's by and large the entire Central Valley population. We represent so many folks from all walks of life including diverse cultures, the agriculture industry, blue collar workers, families, Fresno State alumni and beyond. We want our brand and the power of Fresno State Athletics to inspire hope and instill pride in each of our communities and we strive to serve as a vehicle to bring national attention and resources to this entire region to help further unlock the extraordinary potential of the Valley."

The new visual identity pays homage to the proud tradition of Bulldog athletics by incorporating the longstanding Bulldog Born, Bulldog Bred mantra, the iconic red and white checkerboard pattern, and the notorious Green V that represents the entire Central Valley and the different agriculture industries that serve as the economic backbone of Central California.

"Over the years, our overall athletics brand had become somewhat diluted," Pucher added. "We wanted to re-establish who we are and what we stand for, and then enhance and elevate how we communicate that messaging. We had to modernize our brand and recapture the magic of the Green V in ways that connect with today's consumers, which is largely digital content utilizing creative storytelling and giving fans new ways to engage with our brand. At the end of the day, it's all about people and the people of the Valley are who make our brand so special and help our programs be successful."

Future efforts will include a Valley wide focus featuring community engagement activities and strategic partnerships meant to connect with different population segments and exciting game day elements to bring a new fan-focused flair to Bulldog athletic events.

The #PrideOfTheValley! #GoDogs pic.twitter.com/1AimDQgu2S
— Fresno State Bulldogs (@FSAthletics) June 4, 2019

Have you picked up your @FresnoBee today? We think you should! pic.twitter.com/y5hpE37eF2
— Fresno State Bulldogs (@FSAthletics) June 4, 2019

The Valley unites us. pic.twitter.com/AmsuZBlDV7
— Fresno State Bulldogs (@FSAthletics) June 4, 2019

"Fresno State Athletics: The Pride of the Valley" – The Fresno State football season kicks off Sept. 7 at Bulldog Stadium. To purchase season tickets for as low as $99 or to explore additional ticket options, call 559-278-DOGS (3647).

Fresno State Athletics

Fresno State Athletics announces new Pride of the Valley campaign

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