California State University, Dominguez Hills concluded its “I’m a Toro” banner campaign at the end of spring 2020. Originally showcasing successful alumni and then, in a second phase, pairing them with students who aspire to similar careers, the eye-catching banners featured CSUDH alumni and students declaring how they impact or will impact their chosen field and proudly proclaiming “I’m a Toro.”
The Division of University Advancement, led by the offices of Alumni Relations and University Communications and Public Affairs, developed the campaign with four goals:
1. Support the CSU systemwide Graduation Initiative 2025 to increase graduation rates.
2. Inspire and motivate students
3. Increase alumni engagement, and opportunities for alumni to support student success.
4. Strengthen campus pride
The initial 2016 “I’m a Toro” alumni banner campaign sought to take the concept of the traditional alumni/career showcase and create something more impactful. Using large-scale photos of alumni looking directly at the camera, the banner design paired bold statements—“I see beyond our world,” “I facilitate change,” “I champion education”—that spoke to their accomplishments and what it means to be a Toro.
In 2018, discussions began to refresh the banners. Committee members recognized that, just as alumni stories inspire students, so too could the yet-to-be written stories of students themselves, who come to CSUDH with aspirations, and are working hard to achieve those goals. What evolved was the idea to pair students with alumni in similar fields, using the same banner concept to give voice to the students.
