TB Media Group recognized the unique selling points of UVI as the only HBCU in the Caribbean hosting its first-ever HBCU basketball tournament in a tropical location. We embraced the chance to introduce the world to this lesser-known HBCU in a stunning location. Our content creators captured the beauty of St. Thomas, showcasing its state-of-the-art facilities and postcard-worthy scenery. While our team worked on event branding, sponsor coordination, social media presence, and messaging, our photo and video team painted a visual story. Leveraging these strengths, our team executed a diverse, multifaceted approach to our organic marketing campaign:

Location Scouting and Photography: Our creative team made five trips to St. Thomas to scout locations, conduct posed photo shoots during media day, and provide live event coverage during the tournament. We captured portraits, action shots, and behind-the-scenes moments of student-athletes, coaches, and staff, which were used across various promotional materials, including the event program, social media, and digital platforms.

Content Strategy and Delivery: With our robust image library, we consistently delivered fresh content on the athletic department's social media channels. We also proactively provided visiting teams, sponsors, and strategic partners with a turnkey, custom content library, leveraging existing relationships and empowering them to promote the event to their followers.

Asset Creation: Our team developed high-quality marketing materials, such as banners, posters, postcards, and brochures, to elevate the event's recognition. The following year, we designed a 2023 calendar featuring the players. This calendar quickly became a bestseller, selling out at the tournament and campus bookstore.

Leveraging Student Ambassadors: Student-athletes, with their individual social media followings, were engaged as built-in brand ambassadors. They eagerly shared the high-quality photos, extending the reach to a wider audience.