EASTERN MICHIGAN UNIVERSITY ATHLETICS

Committed Campaign

In April 2016, HBO aired a series called ARM$ Race that featured an episode criticizing Eastern Michigan University Athletics. The program called for EMU to drop out of Division 1 Football claiming that it cost the university more money to play in Division 1 than a lower division. EMU Board of Regents were adamant to stay with the Mid-American Conference and we were asked to develop a marketing campaign responding to the criticism.