BAKERSFIELD, Calif.-The new marketing campaign for Bakersfield Roadrunner Athletics has been unveiled with a renewed focus on community, families and affordability for their hundreds of home events all season.
We’re All ‘Runners will debut this fall in a variety of platforms and projects throughout the season. The new slogan and campaign is an inclusive effort for Bakersfield and Kern County given CSUB’s place as the only NCAA Division I Athletics program within a 100-mile radius.
While California State University, Bakersfield is a reflection of the diverse community and region it calls home; the goal of this latest campaign is to make the Roadrunners the unifying factor. We’re All ‘Runners paints the entire region with a broad blue and gold brush in hopes of creating a point of pride within the area.
Along with the We’re All ‘Runners, the new official social media hash tag to be used will be #allrunners and fans are encouraged to use that on all Twitter, Instagram and other social networks.
Interim Athletics Director Ziggy Siegfried says the goal of the campaign is to reach fans with more than words alone.
“We want the community to be emotionally attached to our product, we want them to feel included in what our student-athletes are accomplishing,” he said. “So yes, we’re all ‘Runners and we want people to feel that if they live here, they’re Roadrunners at heart.”
Over the last few years a growing trend among CSUB student-athletes was an index-finger-to-thumb hand gesture that when held up with the other fingers extended bears a striking resemblance to the CSUB Roadrunners logo. With that in mind, the hand sign was officially adopted by the athletics department and the Division of Student Affairs and used for things like the alma mater and even featured at commencement ceremonies in 2014.
Phoenix Design Works, a New Jersey-based design company was instrumental in designing all the new marks for this campaign, but specifically the hand logo, which will be very visible in the coming months and years.
The ‘We’re All ‘Runners’ campaign will be visible through all external marketing materials including television and print advertising while new stadium and facility signage will also be installed this summer.
Another visual element includes the redesign of the famous Blue Court inside the Icardo Center. The primary home facility for basketball, volleyball and wrestling is undergoing a $300,000 renovation this summer that includes a newly-painted court with a fresh design for the new season.
When initially installed in 2011, the blue court was the first of its kind in intercollegiate athletics and still remains the only primary-blue playing surface in the nation. The original design included gold sidelines and baselines along with the full Roadrunner logo stretching from three-point-arc to three-point-arc with a light blue state of California in the background.
The new design features a slimmed-down center court logo with the head of the Roadrunner. There is also new text on the court that reads ‘Bakersfield’, printed in the similar font and arc of the famous Bakersfield sign which spans Sillect Avenue at the corner of Buck Owens Boulevard in Bakersfield. Another small touch that embraces the community spirit of Bakersfield.
At the heart of the “We’re All ‘Runners” is fan experience with a renewed focus on families and children. Ticket prices have been lowered for many of CSUB’s most-attended sports and this year a special $5 kids ticket will be available at all games. That $5 price is also good for reserved seats at basketball and baseball allowing adults who pay full price for a reserve seat to have their children sit with them for the reduced $5 price.
Men’s soccer season tickets have been reduced from $100 last season to $50 this season while fans can also purchase women’s soccer season tickets for just $40. Single game soccer tickets will be $10 per game this season with the $5 price for children.
Single-game men’s basketball reserved chair back seats in the Icardo Center have also been reduced to $15 this year with general admission bleacher seating costing just $10 per game. Season ticket prices have also been reduced allowing fans to purchase a reserved seat for 15 home games for just $185, season tickets in the bleachers are available for just $99 per seat.
Along with the special kid’s price on all tickets, Roadrunner Athletics will also be offering a Kids Club Presented by McDonald’s in 2014-15 that will be a tremendous value for families. For $30 per child, along with a $5 discount for multiple children in one family, the benefits include a kids club T shirt, savings at sponsors, special birthday benefits along with free admission to all men’s and women’s soccer matches, volleyball and non-conference women’s basketball games.
Corey Costelloe, formerly the Director of New Media and Broadcasting, has been promoted to Assistant Athletics Director for Communications. Costelloe will continue his regular media duties but will now oversee the athletics department’s marketing efforts and the “We’re All ‘Runners” campaign. Costelloe was an instrumental part of the marketing team during the initial rollout of ‘The New Gold Standard’ campaign three years ago which earned the department a ‘Marketing Team of the Year’ finalist nomination by the National Association of Collegiate Marketing Administrators (NACMA).
Costelloe, a Tehachapi, California native will also oversee the Athletics Communications department, serve as the primary radio and television host for the Roadrunners. He officially joined the CSUB Athletics Department in 2011 but has served as the Roadrunners radio voice since 2004.
“I want to thank Jeff Konya for giving me this opportunity, it was something he has been working on for quite a while and I appreciate his efforts to see it through before he moved on,” Costelloe said. “He was the brain child behind this campaign and I’m honored to take this new role and move forward with this campaign while continuing to improve our Athletics Communications and broadcast properties.”
The first home contest for CSUB Athletics in the 2014-15 season will be on Friday, August 22nd when CSUB women’s soccer hosts Gonzaga at 7 P.M. at The Main Soccer Field.