Virginia Polytechnic Institute and State University (Virginia Tech) has been the most hands-on of all of the accounts I have managed for Balfour. Their Ring Tradition spans over 150 years and they are one of the few schools that redesigns their rings each year to reflect the current class.
With a new ring every year, comes the new marketing materials to match. Working alongside the chosen VT student committee, the school advisor, the Balfour representative and our creative team create an omni-channel marketing campaign that reflects the committee’s chosen theme, color and style for the year. These pieces will help market the Ring Premiere, where the new ring is unveiled to the student body and the ring sales efforts of our Balfour representatives. Overall, the total campaign will have over 50 different pieces.
The principle piece of the campaign is a 20 page ring brochure. This ring brochure is handed out at the Ring Premiere and highlights the year’s ring collection namesake, the class sponsor, the collection itself, and the elements that make up the new ring design.
Building off the look and feel of the brochure, the rest of the marketing materials reflect the classes theme and give information about the Ring Premiere and the Ring Sales. The print pieces include items like: table cards, yard signs, banners and posters.
VT 2022 Ring Sales Poster
VT 2022 Ring Premiere PC
The digital pieces include emails, digital posters and an array of social media graphics for Facebook, Twitter, Instagram, and Snapchat.
VT 2022 Ring Premiere IG 
VT 2022 Ring Sales IG
VT 2022 Ring Premiere Filter Snapchat
VT 2022 Digital Poster
Of course, we all know that students LOVE getting free things, therefore we knew we also had to incorporate giveaway items as part of the campaign. These items included pins, pint glasses, koozies, and cups and t-shirts. These helped serve as a daily reminder of the upcoming ring premiere and also worked as keepsakes for a long time after.
VT 2022 Pint Glass
VT 2022 Pen
VT 2022 Koozies