Texas Tech University Taps 160over90 for First-Ever Integrated Campaign

Texas Tech University, a prominent R1 institution based in Lubbock, Texas, tapped 160over90 to develop their first-ever comprehensive fundraising campaign. The integrated effort centred around 160over90’s creation of the 'On & On' campaign platform, celebrating Texas Tech’s distinctive culture and their role as a top-choice institution making a tangible difference in the world. 'On & On' was developed to naturally align with the university’s existing tagline, 'From Here, It’s Possible,' to energise audiences and inspire generosity. 

An integrated team at 160over90 surrounded the campaign platform with hero video content, immersive event and experiential marketing, print production and web/digital execution with a dedicated campaign microsite. A three-day launch event to introduce 'On & On' featured dynamic branding, custom art prints as keepsakes, and a public concert.  

“To get to the ‘On & On’ overarching brand strategy and platform, we latched on to the idea of endless horizons and how we could inspire the campaign's key audiences to feel excited and moved to participate in this fundraising initiative - hopefully at higher levels than ever before,” said Ryan Brown, SVP, branding at 160over90. “The compelling video narratives at the heart of the campaign boldly emphasise the ongoing pursuit of greatness to motivate Red Raiders and ensure the work Texas Tech is doing will go on and on.” 

Matt Dewey, vice president of marketing and communications at Texas Tech shared, “As we embark on this transformative campaign officially launched in late October, our goal is to raise over $1.2 billion by August 2028 to bolster Texas Tech’s four key fundraising priorities - Student Success and Scholarships, Faculty and Scholarship, Student Experience and Local Impact, and Athletics and Student Athletes. This ambitious initiative is essential in driving our mission forward and enhancing the extraordinary environment we provide for our students and faculty. I want to express my gratitude for our successful partnership with 160over90. Together, we have crafted a campaign that truly embodies the unique spirit and potential of Texas Tech."