Select Page

PAC-12 /

West Coast, Innovation, Excellence.

Assessment /
Research /
Strategy /
Positioning /
Messaging /

Assessment / Research / Strategy / Positioning / Messaging /

The Project

The Pac-12 is one of the leading national conference in collegiate athletics representing twelve elite universities that excel in both athletics and academics. However, the national perception of the Conference was not aligned with the longstanding success of its individual programs. Under new leadership, the Pac-12 wished to improve its national standing by repositioning itself for a dynamic future.

How We Won the Heart

Exhaustive comparative analysis and qualitative research led us to several conclusions about the Pac-12 brand and its position relative to the other Power 5 conferences. To offset the Conference’s limited awareness and recognition that stems from the media’s “East Coast Bias,” we empowered the Pac-12 to truly own its West Coast location. By embracing the West Coast’s lifestyle, spirit of innovation and natural beauty, we were able to evolve the Pac-12’s brand expression from a traditional articulation to a progressive and unique presentation. From an old-fashioned and reactionary Conference to a modern and forward-looking brand with a substantial history of success and a brilliant future.

“We needed to stand apart during and after conference realignment in order to add value for our stakeholders. SME helped us do that successfully, highlighted by a record $2.6 billion broadcast rights agreement with ESPN.”

— Larry Scott, Commissioner — Pac 12 Conference

“We needed to stand apart during and after conference realignment in order to add value for our stakeholders. SME helped us do that successfully, highlighted by a record $2.6 billion broadcast rights agreement with ESPN.”

— Larry Scott, Commissioner — Pac 12 Conference

WORK /