SMU is a nationally ranked global research university located in Dallas. The institution is known for its tenacious spirit and academic drive fostered by its alumni, faculty, and students. Beyond academics, SMU Athletics is committed to student-athlete excellence with its athletics program striving to be among the best in the nation.

Building on its storied history in sports and academics, SMU joined the prestigious Atlantic Coast Conference (“ACC”) in July 2024. This strategic move positions the SMU Mustangs to compete in one of the most competitive intercollegiate conferences in the country—offering a unique opportunity to expand its reach in the classroom and on the field across a broader national audience.

This panel explores the strategic and executional work that SMU marketing and 160over90 undertook to build the “Mustangs Must” reputation enhancement campaign which launched in market with the ACC entry and has expanded to provide an overarching level of brand awareness, enrollment consideration, sports attendance, and positively impact ongoing fundraising.