About the Campaign

The Way of the Hornet is an awareness branding campaign for Sacramento State created with Gen Z audiences in mind. It embodies the unique and unstoppable ethos of our community. It communicates that we are in it to win it. That we are real, determined, and have compassion. And we excel in unexpected ways, changing our communities, regions, state, and the world from the inside out.

Through this campaign, we aim to show what Sac State is all about by highlighting the characteristics of the students we have here, and challenging others to seek and refine similar qualities within themselves during their journeys as Hornets.

How it Started

Keeping in mind our target audience, we asked our students what it was about Sac State that made it special to them. It came down to the energy and spirit of the campus and community nearly every time. Early campaign concepts were developed and evaluated in feedback sessions with current Sac State students and local high school students, and “The Way of the Hornet” was born.

Several Sac State students have signed on to be the initial campaign models and ambassadors. You can see them featured in a television commercial, on social media, billboards, posters, bus tails, street light banners, and more.

The Way of the Hornet campaign will continue to grow and evolve over time. And we welcome any comments, questions, or suggestions you might have.

Tell us what you think. Click here.

Admissions Brochure

Working in collaboration with Admissions & Outreach, a tri-fold brochure was created with the campaign messaging, look and feel to be used for recruiting purposes.

View Way of the Hornet admissions page here.

Billboards & Bus Tails

Billboards have been rotating on the Highway 50 digital billboard, and several were featured on bus tails in Sacramento, Fairfield, Stockton, Vacaville, and Yuba City in April 2024.

Commercial

This commercial will be aired on television during Hornet Football games, Sacramento Republic FC games, and through other games live streamed. View here.

Posters

Posters featuring each of the student ambassadors were printed and distributed on campus, as well as to local high schools, community colleges, and through various college fairs.

Sacramento International Airport

The campaign has also been featured at the Sacramento International Airport, in Terminal B and on the digital displays with arrival/departure information.

Social Media

The social outreach is a combination of targeted paid advertising and native/interactive

content on Instagram, Facebook and Tik Tok.

Street Light Banners

Beginning in October 2024, street light banners on and around campus feature the Way of the Hornet campaign.

Tell us what you think!

We’d love to hear your thoughts, feedback, or ideas for the campaign. Please share your comments here.