There is always a sense of battle in competition, especially in the sport of football. The goal was to show the feeling of an epic battle brewing with the focus; not so much on the actual fight, but the bonding of the University of South Florida community (athletes, students, and fans).
When it launched in the fall of 2015, the team and university received immediate attention and excitement from local and national media outlets, as well as the USF community. By the end of 2015, the school had the 6th largest percentage increase in one quarter of all CLC (Collegiate Licensing Company) universities.
The marketing campaign included TV, radio, print/digital outdoor billboards and traditional print advertising.
The "Bulls Unite" campaign was voted a finalist in four out of eight categories by the National Sports Forum - "Print," "Out-of-Home," "In-Stadium/In-Arena," and the "Overall Award of Excellence."