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San Jose State University (SJSU), located in the heart of Silicon Valley, has long been a pioneer in education, research, and community engagement. In 2019, SJSU launched the Institute for the Study of Sport, Society, and Social Change to address critical social issues through the lens of sports. Tasked with building the Institute’s brand from the ground up, Watson Creative delivered a comprehensive strategy to establish a compelling presence for this groundbreaking initiative.
SJSU faced the challenge of creating an identity for the Institute that would resonate with diverse audiences, including students, faculty, researchers, and Silicon Valley partners. Watson began by conducting workshops, stakeholder interviews, and brand audits to define the Institute’s core values and mission. These insights informed the development of personas, messaging frameworks, and a cohesive branding strategy.
The positioning emphasized SJSU’s unique role as a hub for innovation and its commitment to addressing societal challenges through academic and community collaboration. By aligning the Institute’s goals with the university’s broader strategic priorities, Watson crafted a narrative that highlighted its relevance and impact.
The "Words to Action" campaign at San Jose State University (SJSU) is a groundbreaking series of town halls and conferences hosted by the Institute for the Study of Sport, Society, and Social Change (ISSSSC). These events delve into the powerful intersection of sports, activism, and social change, reflecting SJSU’s storied history as a hub for social justice and athletic leadership. The campaign honors pivotal moments like the Olympic Project for Human Rights (OPHR) and the iconic protest by Tommie Smith and John Carlos, emphasizing the university’s legacy in advancing equity and justice through sport.
Each "Words to Action" event focuses on timely and impactful topics, from race relations in sports and the social activism of Dr. Harry Edwards to the evolving conversations around gender, sport, and society. Highlights include "Landmarks and Legacy of Athlete Activism," celebrating the 50th anniversary of Smith and Carlos's protest, and "Gender, Sport, and Society," held during the rise of the #MeToo and anti-harassment movements. These events, featuring keynote panels, change agent organizations, and educational teachings, underscore SJSU’s commitment to transforming conversations into meaningful actions, cementing its role as a thought leader in the dialogue around sport and social change.
Watson’s work for SJSU leveraged a range of channels and deliverables to ensure the Institute for the Study of Sport, Society, and Social Change launched successfully. At the heart of the effort was a dynamic website that served as the branding centerpiece, featuring interactive elements, responsive design, and an intuitive user experience. Supporting materials included brochures, event promotions, and other print and digital assets that vividly communicated the Institute’s vision while inspiring engagement from diverse audiences.
The messaging and content development focused on the powerful intersection of sport, society, and social change, carefully crafted to resonate with both academic and community stakeholders. Integrated marketing campaigns further amplified the Institute’s presence, driving awareness and participation through strategically targeted outreach. This comprehensive approach ensured that every element worked in harmony to position the Institute as a leader in its field from the moment of its launch.
The launch of the Institute for the Study of Sport, Society, and Social Change was a resounding success. The website and campaign materials drew significant attention from students, faculty, and community partners, positioning the Institute as a leader in its field. Events hosted by the Institute saw high participation rates, reflecting the effectiveness of the messaging and promotional efforts.
Watson’s contributions helped solidify SJSU’s reputation as a university deeply connected to Silicon Valley’s ethos of innovation and social impact. The project also underscored the university’s role as a vital partner in addressing societal challenges, creating lasting value for all stakeholders.
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