This document summarizes Stony Brook University's "Where in the World is Wolfie?" marketing campaign. The campaign encourages students, alumni, faculty, and staff to submit photos of the school mascot Wolfie taken from their travels around the world. Photos are uploaded to the campaign's Facebook page and mapped on an interactive Google map. The campaign aims to generate pride in Stony Brook University and increase awareness of the school through social media promotion and on-campus advertising. It has received over 1,800 Facebook followers and 54,093 Google map views since launching in 2012.

1. SSTTOONNYY BBRROOOOKK UUNNIIVVEERRSSIITTYY
““WWHHEERREE IINN TTHHEE WWOORRLLDD IISS WWOOLLFFIIEE??””
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Prepared By:
Andrea Lebedinski
Coordinator of Annual Giving and Branding
Stony Brook University Athletics

2. STONY BROOK UNIVERSITY - SUNYCUAD AWARD 2012
ELECTRONIC COMMUNICATIONS AND INTERACTIVE MEDIA – CATEGORY 6 – SUBCATEGORY D
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Stony Brook University Page 2 2011-12
I. Synopsis of campaign
Stony Brook University students, alumni, faculty, and staff don't leave home without their
Seawolves spirit and pride! Recently they've taken Wolfie with them as they travel all around the
world; on-campus, off campus, to Europe, Asia, and more!
Take a look at "Where in the World" Wolfie has been! Join in on the fun and help add to
Wolfie's passport!
Participants are encouraged to submit a photo and location description of their own to the
"Where in the World is Wolfie?" Facebook Fan Page or through e-mail: Wolfie@stonybrook.edu
Google map is updated weekly.
II. Marketing Goals & Objectives
a. Generating a greater presence for Stony Brook University and Stony Brook Athletics
through various social networking sites.
b. To create pride and awareness within the campus community.
III. Technological Advancements
a. Internet Marketing
 Facebook Fan Page-“Where in the World is Wolfie”
-1,802 followers as of February 2012)
-Target Market/Purpose
 Student Population & Campus Community
-Heighten student spirit, pride, and participation
-Students, alumni, and fans can submit their personal photos with Wolfie at various travel
locations both local and abroad.
-Google Map “pin-points” Wolfie’s travels around the globe.
b. Advertising Ability
 Wolfie Plush Dolls
-Gives visibility to the Wolfie brand and helps in strengthening the brand identity in the
minds of the Stony Brook Seawolves fan.
-Interactive element-Fans can personally participate in the actual campaign.
c. Community Outreach
-Please see attached articles.
 Interactive Google Map (Document Attached)
-Over 54,093 views
A. Tracks Wolfie’s Travels
1. Allows participants to see “where in the world” Wolfie has been.

3. STONY BROOK UNIVERSITY - SUNYCUAD AWARD 2012
ELECTRONIC COMMUNICATIONS AND INTERACTIVE MEDIA – CATEGORY 6 – SUBCATEGORY D
__________________________________________________________________________________________
Stony Brook University Page 3 2011-12
IV. Resources
a. Budget and Staffing
 Andrea Lebedinski (Coordinator of Annual Giving & Branding-Stony Brook Athletics)
Manages Internet Marketing: Facebook Fan Page, Google Map, Campus Advertising
 Stony Brook University Marketing and Communications Department
 Office of Student Affairs
 Stony Brook University Faculty Student Association
-Supplier of plush Wolfie dolls
-Link: www.stonybrook.edu/shopsb
V. Marketing Strategies
Our marketing strategies are intended to guarantee the implementation of our objectives and
establish a greater awareness amongst our target market so that they choose to attend Stony
Brook University, Athletic games and events as well as create organic spirit and pride within the
campus and local community.
a. Marketing strategy to accomplish marketing objectives
 Internet Marketing
-Facebook Fan Page: www.Facebook.com/WhereintheWorldisWolfie
-Interactive Google Map
 Advertising Media Channels – Main Campus
-Students
 Student Organizations (ISFSC, Clubs, Honor Societies, etc.)
 International/Study Abroad Students
 Alumni Association
-On-Campus/Faculty/Staff
 Happenings-Online Campus Newsletter
 University website www.stonybrook.edu
-Athletics
 Scoreboard (PSA & Design Treatment)
 In- Game PSAs (Football, Basketball, Lacrosse)
 Display by Game-Day Merchandise (plush Wolfie dolls)