The University of Texas has spent more than $178,000 on its campuswide “Make it Your Texas, Make it Our Texas” marketing campaign.
UT launched the initiative, which is visible throughout campus, at the beginning of the academic year to welcome UT community members, parents, alumni and visitors to campus and “infuse burnt orange spirit, pride and a sense of community across the university,” according to a September news release.
As part of the campaign, UT put up banners, signage and other installations around campus that were integrated “with existing initiatives and campus events to ensure visibility and connection,” the news release said. The university also produced videos, T-shirts, tote bags and other campaign materials, including the phrase “Make it Your Texas” in two colors — typically orange and either white or black.
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The words “Our Texas” are in orange while “Make it Y” is in a different color to convey the message “Make it Your Texas, Make it Our Texas.”
“The message is designed to empower individual pursuit and inspire the collective greatness of our community,” the news release said. “It recognizes the individuality of the interesting, talented and diverse people across the university, while building upon and further emphasizing ‘What starts here changes the world’ and the impact we can create together.”
The total cost for the campaign was $178,052.50, according to UT records provided through an open records request under the Texas Public Information Act.
Some of the campaign expenses include $13,665 for a wrap with the words “Make it Your Texas” on the stairs of Gregory Gym and $11,360 for a similar wrap with the same statement on the stairs in front of the UT Tower — for a total cost of $25,025 for the stair wraps.
The university spent $23,125 on window graphics, including $14,925 for large letters spelling out “Make it Your Texas” on the Peter T. Flawn Academic Center’s windows and $4,340 for a similar display at the Engineering Education and Research Center.
Other costs include $32,500 for large foam letters spelling out “Make it Your Texas” outside Royal–Memorial Stadium, $14,861 for 3,360 T-shirts, $8,950 for 2,500 tote bags, $5,812 for towels and about $27,389 for video edits.
UT incorporated the welcome campaign into campus events throughout the semester, including Gone to Texas, Party on the Plaza, UT President Jay Hartzell’s State of the University address, and Longhorn football home games.
“‘Make It Your Texas’ complements our aspirational brand campaign, ‘What starts here changes the world,’ and is an investment in student success and building community,” said Emily Reagan, UT vice president and chief marketing and communications officer. “The campaign fosters a foundation of unity and pride that serves as a catalyst for students, as well as faculty and staff, to maximize their talents and realize their individual and collective pursuits we hope will change the world.”
