Marketing Strategy Case Study

TCU Athletics

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Since the 2010 football season the LComm team has partnered with the Horned Frogs to broaden the TCU brand throughout the greater Fort Worth community. Go Purple Friday was an initiative developed to convert customers and citizens into TCU Horned Frog fans building loyalties for the hometown team. Go Purple Friday is a program that provides area businesses with the ability to align themselves with the successful athletics brand. Each Friday of the current football season businesses offer customers special offers or discounts when they wear purple or TCU gear.


Since its inception, the program has grown to approximately 250 businesses with coverage throughout the Fort Worth area. The list of partners includes retailers, restaurants and various service providers. Every Friday you will find more and more and more Fort Worthians decked in purple to get their discounts at their favorite places.


The LComm team has provided turn-key implementation of this program since the beginning. In addition to the registration of partners, LComm coordinates a Street Team along with SuperFrog to attend special events, visit partners and make appearances in and around Fort Worth.


List of responsibilities:

  • Register partners annually

  • Create branding and annual campaign

  • Develop support collateral

  • Manage social media messaging, graphics and scheduling

  • Coordinate Street Team visits

  • Provide weekly reporting to client

Marketing Strategy Case Study

Parkland Hospital


Since 1894, the providers, caregivers and executive leadership at Parkland Health & Hospital System have relentlessly worked to serve as the nonprofit community hospital for Dallas County. LComm was brought on board by the Parkland Hospital Foundation in 2014 to assist in carrying out a master plan to reach and educate Dallas' diverse communities and increase donor giving through introductions to new relationships. Parkland Foundation launched the I Stand for Parkland capital campaign in 2008 to raise $150 million to fund the $1.27 billion construction of the new Parkland campus. The goal of the Capital Campaign would result in Parkland Hospital operating at full capacity, before the Dallas County population was projected to double by 2025. A new hospital was critical to accommodate the growing volume of patients, many with the most challenging cases in the region, and LComm executed with success.


The core of the Parkland Foundation capital campaign was rooted and integrated into the existing I Stand for Parkland website, which continued to serve as the digital hub for donation action. We saw an opening to improve the donation experience by elevating a number of Parkland’s existing communications outlets, getting engaged in community events, developing new social media tactics and methods, and capitalizing on Parkland’s historic value.



  • Frame all communications to highlight Parkland’s existing presence and role in the community.

  • Meet potential donors and advocates for Parkland and direct them on how and why to donate to the foundation.

  • Develop and execute a Capital Campaign to raise awareness behind Parkland Hospital and increase donor support.

  • Develop marketing collateral, graphics, and hand-outs to promote the new campaign and future of the hospital.

  • Develop, oversee, and report budget updates pertaining to marketing dollars.

  • Attend weekly status update meetings as scheduled and requested by Parkland Hospital.

  • Identify restaurant & retail partners to fund-raise for Parkland Foundation.​

  • Manage and execute community engagement events and campaigns such as the Univision Radiothon and Jeans for Parkland.

  • Provide Parkland Foundation with a complete wrap of each event including pictures to be used in updates, social media feeds and other communications.

  • Participate and bring a presence to public events such as Pride Festival, and other community events.

  • Position Parkland Hospital as dedicated to all Dallas County residents, and a leader in disaster preparedness.