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  • DAVID H. ROOSTCANDIDACY FOR MARKETING ASSOCIATE - CSE

  • DAVID [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

    2

    CURRICULUM VITAE

    RESUME ........................................................................................................................................................................................................................3

    COVER LETTER ........................................................................................................................................................................................................4

    REFERENCES ............................................................................................................................................................................................................5

    LETTER OF RECOMMENDATION .................................................................................................................................................................6

    BY THE NUMBERS .................................................................................................................................................................................................. 7

    SUPPLEMENTAL MATERIALS

    BRANDING ...........................................................................................................................................................................................9

    STRATEGIC MARKETING ....................................................................................................................................................10-11

    CREATIVE DIRECTION .................................................................................................................................................................................12-13

    MEDIA RELATIONS & EVENTS...................................................................................................................................................................... 14

    PUBLICATIONS ........................................................................................................................................................................................................15

    MARKETING & EVENTS ...............................................................................................................................................................................16-19

    ART DIRECTION .............................................................................................................................................................................................20-22

    DESIGN ..............................................................................................................................................................................................................23-24

    PHOTOGRAPHY .............................................................................................................................................................................................25-27

    PASSION PROJECTS ..................................................................................................................................................................................28-29

    SALVAGED WOOD CRAFTSMAN ...............................................................................................................................................................30

    TABLE OF CONTENTS

    - Hello! -

  • DAVID ROOST

    3

    [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122DAVID ROOST

    [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

    ACCOMPLISHMENTS Increased membership from 957 to 3,825. Doubled revenue via student tickets/fees from $1.9 M to $4.3 M ...... Fresno State Wrote policy to increase annual departmental revenue by 62%, a boost of + $453,000 ......................................... Zona Zoo Social media campaign push, Facebook likes grew by additional +10,000 ( 6,000 to 16,448) .................... Fresno State Cold-called +$17,000 in new ticket sales revenue in 35 days ...................................................................Arizona Cardinals Boosted internal operating budget by + $70,900 .................................................................................................... Zona Zoo Efficient fundraising solicitor, securing a donation on 25% of all calls ...........................................................Wildcat Club Improved Mens Basketball conference game attendance by + 26.7% .................................................................. Zona Zoo SPECIALIZATIONS

    HILTI CENTER SALES CONSULTANT ............................................................................................. Jun. 2015 - Present Hilti Inc., San Diego & Orange County, CA Manage and operate Hilti Center to maximize walk-in sales and field accounts, and provide a high level of customer service.

    OWNER/CREATIVE DIRECTOR ..........................................................................................................Nov. 2014 - Present David Roost Creative, San Diego, CA Re-branded a professional soccer team, developed an intensive brand identity guide for San Francisco City Football Club. Creative consultant responsible for marketing, branding, design, event planning and shaping creative strategy.

    EXTERNAL RELATIONS SPECIALIST ....................................................................................... Aug. 2010 - Dec. 2012 Fresno State Athletics Department, Fresno, CA Coordinated marketing, budget management and implementation, for NCAA division I equestrian and womens lacrosse. Execution of sponsorship obligations, promotional videos, fan experience, community outreach, game-day management. Expanded the attendance at home events as the coordinator of the Dog Pound student section and ticketing program. Built sponsor relationships, secured local and national sponsors. Created and executed promotional calendar. Event coordinator, assisting in the coordination, planning, execution and management of hundreds of events. Project manager of the look and feel of all things Fresno State Athletics, including: Website design, identity development, photography, promotional conceptualization, user design experience, branding, social media, direct mail, television & newspaper ads, brochures, email newsletters, posters, and signs. Created highly persuasive sales and marketing presentations for internal use, commercial use, and fundraising use. Responsible for design, creation, and management of all publications, including16 large-scale media guides per year. Artistic leadership across all print and digital media, establishing consistency in graphic design, conceptual direction, layouts, typography composition, font and color management. SEASONAL TICKET SALES ACCOUNT EXECUTIVE ...........................................................Jun. 2010 - Jul. 2010 Arizona Cardinals Football Club, Glendale, AZ

    ANNUAL GIVING INTERN & AMBASSADOR .........................................................................Aug. 2009 - May. 2010 Wildcat Club - University of Arizona Athletics Department, Tucson, AZ ZONA ZOO EXECUTIVE DIRECTOR .......................................................................................... May 2007 - May. 2009 University of Arizona Athletics Department & Associated Students ,Tucson, AZ Appointed two consecutive terms as CEO of the nations largest student-run student section and ticketing program for college athletics, representing 12,000+ student members. Wrote, proposed, and negotiated strategic all-inclusive student-ticketing policy contracts. Hired and trained 80+ members while designing a cross-functional team structure. Established the Zona Zoo merchandise line, resulting in a 2.5% royalty and distribution to multiple local retail locations.

    EDUCATION .............................................................................................................................................................Aug. 2005 - May. 2009 The University of Arizona, Tucson, AZ B.S. | Major: Resource Economics and Management | Minor: Business Management/Marketing

    New Revenue Generation Strategic Creative Thinker Marketing/Branding

    Sales/Fundraising Graphic Design/Illustration Photography

    Event Coordination Social Media Media Relations/PR

    Publications Fast Learner/Adaptable Team/Budget Management

  • DAVID [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

    4

    Giselle Windecher9325 Sky Park Court, Suite 100

    San Diego, CA 92123Dear Ms. Windecher,

    Please accept this letter and resume as my application for the Marketing Associate position with the Center for Sustainable Energy. I have over six years of transferable professional experience in the areas of marketing, business development, event coordination, PR, advertising, and digital media experience.

    By nature, I generate innovative ideas. I am a visionary with a proven track record in building what I envision. Im a strategic thinker. I pay close attention to whats going on around me. I listen. I gather information and solve complex problems. Where others see complexity, I see patterns. Communicating emotions and reading people comes effortlessly to me. I challenge people and I challenge myself. Driven by my talents, I dedicate and immerse myself in whatever I do. I have always excelled under pressure, thrive in team environments, and Im one of the most creative people youll ever meet.

    I took this passion and enthusiasm to my experience at The University of Arizona, where I majored in environmental and resource economics and management. As a student I was the first appointed Executive Director of the nations largest student-run student section and ticketing program, the Zona Zoo. I worked with the media on a daily basis, developing many strategic personal relationships, while also conducting many press conferences and interviews. In addition I created and executed numerous large-scale events, seeing them through from concept to completion. My decisions lead to record breaking sales, a boost in revenue of over $453,000 and increased Mens Basketball attendance. I also have a history of exceeding targets and cultivating strong relationships as a fundraiser for the Wildcat Club, and as a salesman for the Arizona Cardinals football club.

    Fresno State athletics recruited me to come in and serve as marketing, media relations and events coordinator. In addition to that I ran all publications, photography and student ticketing and assisted with large fundraising endeavors. I worked and organized hundreds of events, I lead many projects, managed budgets and created a branding strategy to deliver a consistent look across all platforms. Most notably the Dog Pound student ticketing program. During my time the combined student revenues and fees more than doubled from $1.9M to $4.3M in two years.

    I recently started my own business, focusing primarily on marketing, branding, and events. Recently we completely did an elaborate rebranding and identity for a professional soccer team. Meanwhile I pursue many of my passions through community and personal events. I work as a artisan salvaged wood craftsman specializing in officially licensed collegiate works of art.

    I eagerly look forward to discussing this opportunity through an interview or informal discussion at your earliest convenience.

    Thank you for your time and consideration and I hope to hear from you in the near future.

    Sincerely,

    David Roost

  • DAVID [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

    5

    REFERENCES

    ALLISON SLATERMarketing CoordinatorFresno State Athletics

    [email protected]

    PAUL LADWIGSenior Associate Athletics Director for External Relations

    Fresno State Athletics559-278-2608

    [email protected]

    DREW ST. AUBINAssistant Director, Aztec Club

    San Diego State Athletics619-594-5162

    [email protected]

  • DAVID [email protected] | 858-361-9237 | 3144 carnegie ct. | san diego ca, 92122

    6

    July 2nd, 2015

    To whom it may concern, David Roost is a one of a kind, dynamic, unique and creative designer and marketing guru. His broad experience dives into but is not limited to graphic design, photography, branding and marketing. He is hands down one of the most talented people I have ever worked with. He is driven, creative, self-motivated and even more importantly, he is a positive team player. He is a people person and strives off creative collaboration in a group setting. His work is incomparable to anyone else. When working on a project or campaign, he takes his time to make sure every detail is accounted for and executed to perfection. He is not satisfied with anything less than extraordinary and it shows in all of his work. He is detail oriented, positive minded and confident in the quality of his work. He is a great addition to any team. I enjoyed my years of working with him and know that anyone else will feel the same. Feel free to contact me at any time with any questions about Davids quality of work or experience in the field. All my best, ALLISON SLATER MARKETING COORDINATOR [email protected] 559-389-1831

  • DAVID ROOST

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    BY THE NUMBERS

  • SUPPLEMENTAL MATERIALS*(*CHECK OUT WHAT ELSE I CAN DO)

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  • SUPPLEMENTAL MATERIALS ..............................................................................BRANDING

    9

    Recent branding projects by David Roost Creative.

  • SUPPLEMENTAL MATERIALS ................................................STRATEGIC MARKETING

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    and memories of what is enjoyable and what is not. This part of the brain is responsible for our decision-making, and it has no capacity for language. We often do things simply because they feel right and we are hard pressed to explain exactly why.

    Working off this conceptual framework, I offer the following:

    Stadio wont sell itself to a business because its what the business wants, but rather because its what the customers want. Stadio can differentiate itself by engaging with its customers in such a way that they feel emotionally connected to the brand.

    A business needs to differentiate itself by engaging with its customers, connecting with them socially and causing an emotional reaction through its communications. This emotional connection is what drives people to take action. The social era will reward those who realize they cant create this value by themselves. This is where Stadio comes in.

    everything we do is driven by our passion to connect people. The best moments in life should be shared, and we believe that bringing people together is an essential need. We support this

    idea by; helping customers utilize their mobile devices, and businesses engage their followers,

    gain analytics and monetize their Wi-Fi. We just happen to sell effective and competitively priced

    wireless technology. Want to buy one?

    Marketing Message - aFter

    Consumers make decisions because of how a brand makes them FEEL. This is why as a business, we need not ask ourselves What are we selling? but more importantly, Why are we selling it?

    We are drawn to things that feel right, that feel good, often without being able to explain exactly why. The limbic system is responsible for this. This is the area of the brain that processes feelings, motivations, experiences

    Feel the difference? This is why in my opinion Stadio needs to share its goal on an emotional-level FIRST. Then share how its products/services accomplish that goal. This emotional-level message needs to be delivered consistently in every sales pitch, website page, printed material, advertisement, etc.

    When a customer uses Stadio, they are doing something social and fun; while at a game, a concert, a restaurant, doing fun things. Stadio needs to carry this spirit into the center of its brand.

    Stadio specializes in helping businesses monetize their Wi-Fi. Our wireless

    technology is effective and competitively priced. Our software is designed to

    help your customers utilize their mobile devices and we provide fan engagement

    and vital customer analytics.Do you want to buy our product?

    Marketing Message - BeFOre

    STADIO MArkeTIng cOnSulTIng nOTeS

    At the end of the day people wont remember what you

    said or did, they will remember how you made them feel. -Maya Angelou

    This is a one page summary of a marketing consultation created for Stadio wireless. February 2015.

  • SUPPLEMENTAL MATERIALS ................................................STRATEGIC MARKETING

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    1

    Marketing, Social Media & Public Relations Strategic Plan

    Coronado Brewing Company Products are created in the factory, but brands are created in the mind.

    Marketing Relationships

    Why should I buy Coronado beer? This is the most important question we must answer. Through research, strategy and planning we will answer that question by developing a Position Strategy this will be our guiding light in marketing. Once the position strategy has been chosen, we must take strong steps to deliver and communicate this position to our targeted consumers. It is absolutely vital that our marketing communications be organized and integrated, so we can deliver a consistent message that reflects this positioning strategy. This strategy will be reflected in how we brand our product through marketing, social media and public relations. Below is a brief outline of how that process will go.

    - Segmentation opportunities o It starts with research, analysis, and data collection. o Develop profiles and bases for identifying each market segment to best view the market

    structure. Thus dividing up the segments we need to market to by location, by demographic information, by psychographic and behavioral information.

    - Target marketing o Identify which segments provide the biggest growth potential and which have the highest value

    so we can target the segments we desire most. - Positioning for competitive advantage

    o The place our product occupies in our consumers minds relative to our competitors. o It is necessary to identify what makes CBC differentiate itself from its competitors; this requires

    thorough research, thought, and careful planning. o What differentiates CBC from the others? What value do we offer thats better than the rest?

    How can we offer this value in a way that is difficult for our competitors to copy? - Integrated marketing communications

    o Everything we do must communicate and support the ideals of our positioning strategy. This message needs to be clearly understood company-wide so we can all rally around the same ideal. From the experience our bartenders give our customers, to the way the media covers us, to the stories we tell on social media, the way we communicate with the world needs to support this ideal too.

    Social Media & Public Relations Mission:

    - In order to support the ideals of our Positioning Strategy, we will utilize the media, and our social media to communicate our message to the world. Social media and public relations are intertwined and need to support each other always. By doing so we build relationships with them, understand them, and offer more value to them.

    This is a one page summary of a marketing plan created for Coronado Brewing Company. January 2015.

  • SUPPLEMENTAL MATERIALS .......................................................CREATIVE DIRECTION

    12

    8

    SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE

    PRIMARY MARK

    THE SHIELD

    San Francisco City Football Clubs vision of inclusivity and mission to elevate San Francisco through the platform of

    soccer is best exemplified by our Shield.

    The beautiful game means something different to everyone, something special. Instead of aiming to capture and

    exemplify all of the unique interests of the SF soccer community, our visual identity instead focuses on the one

    commonality we all share -- a love and respect for our beautiful City.

    The Shield of SF City FC is the visual identity of the San Francisco soccer community, designed to unite the region

    together behind one flag as we strengthen the game and its positive impact in our community.

    NOTES FOR DESIGNERS:

    The use of the shield logomark may only be permitted by an authorized representative of San Francisco City Football Club. In

    general, the shield logo is not to be used at sizes less than 1 in height. Use good judgment to ensure legibility. A mark that is too

    small doesnt serve any communicative function. A safety margin around the logo should be incorporated into any design using

    this mark. Specifics of the safety margin are described on page 24 of this brand identity guide. It is very important that designers

    or desktop publishers do not attempt to construct the logo themselves. Do not reproduce by scanning a previously printed version.

    Such second-generation art will degrade the quality of the image and may alter the scale of the various elements.

    SF City FC Brand Identity Guidelines.indd 8 4/3/2015 11:21:36 AM

    9

    IDENTITY

    SF City FC Brand Identity Guidelines.indd 9 4/3/2015 11:21:36 AM

    12

    SAN FRANCISCO CITY FOOTBALL CLUB BRAND IDENTITY GUIDE

    TYPEFACE - PRIMARY

    URBAN ATHLETICA - ROOST

    A custom made typeface designed solely for exclusive use of San Francisco City Football Club by David Roost in 2015.

    SF City prides itself on a style of play described as City Football. This typeface is a representation of that style --

    athletic and modern with an urban feel. Designed for maximum impact in the least amount of space, this typeface still

    maintains readability. Each letter stands tall and bold, reminiscent of city skyscrapers casting a shadow on themselves

    in the California sun.

    The Urban Athletica - Roost typeface fits best when placed snugly next to each other. This typeface is to be used

    sparingly, selectively and strategically. Posters, digital graphics, and advertisements are examples where this typeface

    may be used as a headline, where all other text on the artwork should utilize other approved typefaces. This typeface

    is reserved for specific purposes and care needs to be taken to not use this typeface in excess.

    SF City FC Brand Identity Guidelines.indd 12 4/3/2015 11:21:36 AM

    13

    IDENTITY

    x x x x x x x

    x xx

    }

    x

    COLOR VARIATIONS

    KERNING

    SKEWING/SHEARING

    Urban Athletica - Roost may be skewed/sheared vertically at an upward 15 degree angle when appropriate. This is suggestive of the rapid growth of SF City and desire to further expand the San Francisco soccer community. Urban Athletica - Roost is not meant to be transformed in any other way, other than scaled larger or smaller with correct 1:1 (horizontal:vertical) proportions.

    Proper kerning is essential to using Urban Athletica- Roost in a permissible way. Use the guide above as a reference to ensure proper space between letters when using this typeface.

    SF City FC Brand Identity Guidelines.indd 13 4/3/2015 11:21:36 AM

    San Francisco City Football Club - Rebrand Project

    After earning a spot in the US Club Soccers Open Cup, San Francisco City F.C. - A US Club Soccer Team - approached David Roost Creative for a complete rebrand. This rebrand is in progress and will be launched TBD. Below are selections from the Brand Identity

    Guidelines, including custom logo, typeface, and wordmark currently in the design process.

  • SUPPLEMENTAL MATERIALS .......................................................CREATIVE DIRECTION

    13

  • 14

    SUPPLEMENTAL MATERIALS .....................................MEDIA RELATIONS & EVENTS

    EVENTS - FRESNO STATE ATHLETICSHome Events Hosted hundreds of home game events each year for Fresno State Athletics. Assisted in the planning, concept, organization, execution and follow through of all events as a member of the both the marketing and media communications teams. Estimated attendance at events ranged from 40-40,000.

    Theme Nights Conducted multiple theme nights for each sport each sea-son, a theme night consisted of marketing and promoting the event, coor-dinating with a local group, honoring or recognizing said group, coming up with ticket incentives, sponsor packages, media announcements, media releases, pre-game stories, post-game recaps, photos and vid-eos. As a member of the marketing team, we each played central roles orchestrating these events. Examples of theme nights include: Heros Night, Pack The House, Football Fiesta, Band Day, Ag Night, Faculty & Staff Night, Young Alumni Day, Youth Day, Salute To Ser-vices, National Girls And Women In Sports Day.

    Night Of Champions End of the year gala style event. Responsible for the creation, organization, content, concept, and execution of the event as a member of the marketing team. Running the multi-media presentation of the event as well as coordinating all videos, slides, presentations, concepts and follow through.

    Vintage Days Annual celebration fair of the university. Coordinated an athletics presence at large scale event of 100,000 people for three days, running booths, organizing appearances, and entertaining fans.

    Feel The Turf A free event to invite the local community to explore the newly installed FieldTurf, and disperse information to the community, take photos, promote our events, and have fun.

    River Park Autograph Sessions Held numerous team appearances at the River Park mall allowing media and fans to interact with teams, meet them, sign autographs, and have public appearances.

    Pack The House Set goal to beat current attendance record for mens and womens basketball games, and accomplished the goal. Member of the marketing team involved assisting in the planning, conceptualization, and execution of this event.

    Autism Awareness Day Partnered with the Central California Autism Center to raise awareness for autism, share information, honor and recognize autistic heros, and generate volunteer hours pledged.

    Media Guides Responsible for the creation, design, and execution of creating sixteen large-scale comprehensive media guides for each sport per year. Providing the national media with all relevant information on communication, team/coach information, history, records, communication channels and media standards.

    TV/Radio Spots Wrote and produced TV/Radio spots aired regularly on KMJ 580 AM, KMJ 105.9 AM, Kiss Country 93.7, Y101, Mega 97.9, EPSN 1430, 790 ESPN2, 95.7 The Fox, New Rock 104.1, 105.1 The Blaze, K-Jewel, 940 KYNO, 105.5 The Truth, 1560 AM Bakersfield, B95 94.9, 102.7 The Wolf, Fox KSEE 24, CBS 47, Univision, MYTV, Telemundo.

    Press Conferences Acted as member of communications team to schedule, announce, coordinate, and organize press conferences on a weekly basis. Posting notes, and photos, and stories after every conference.

    Media Notes Assisted in executing and organizing post game recaps, game notes, press releases, summaries, and photo galleries after each game, there were hundreds of games and events per year.

    Local News - Great Day KMPH - A local fox news morning show lead by local star Clayton Clark. We coordinated numerous morning show appearances each year for five-hour blocks, scheduling all live shots, hit and tease, and interviews.

    ESPN Radios Bulldog Hour Radio Show KSEE - Served on team to coordinate content, schedule interviews for a local radio show broadcasted stories regarding Fresno State athletics every Tuesday afternoon.

    Bulldog Insider Television Show - Served on team to coordinate content, schedule interviews for a local radio show broadcasted stories regarding Fresno State athletics every Sunday night.

    This page demonstrates a small fraction of the events coordination and public relations experience for David Roost from his experience working for Fresno State Athletics as external relations specialist.

    MEDIA RELATIONS - FRESNO STATE ATHLETICS

  • SUPPLEMENTAL MATERIALS .....................................................................PUBLICATIONS

    15

    AFTER

    BEFORE

    The bar was raised and a new standard was set! Fresno State was a pioneer in the world of collegiate media guides by being the first school to switch from printed media guides to online virtual publications, this not only saved tens of thousands of dollars in printing costs, and is a more eco-friendly option, but by publishing them online the publications now had the option to become interactive

    publications, full of color and beautiful content accessible from anywhere in the world on any device. As publica-tions coordinator, David Roost was responsible for the design, creation, and management of 16 large-scale virtual media guides per year. Over 1,100 pages of content was published each year. A complete design overhaul included new changes to increase consistency, maximize internal workflow efficiency, abide by all NCAA bylaws, and cre-ate the most visually striking publications in all of college athletics. In addition, the Fresno State virtual media guides are unparalleled in their commitment to gender equity and title XI across all sports with an equal attention given to mens and womens sports.

    REBECCA STRMISKASENIOR

    HEIDI GJOENSOPHOMORE

    MARY TESS TAYLORSENIOR

  • 16

    SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

    DOG POUND STUDENT SECTION & STUDENT TICKETING PROGRAM

    The Dog Pound is the official student section and student ticketing program for Fresno State ath-

    letics. As the coordinator of the program, the Dog Pound grew a name for itself, as a brand, and as a recognized student section. Through creative branding, effective marketing and strate-gic sales tactics, revenue from this student tickets and fees increased substantially during the period David Roost was involved.

    2012

    -13

    ALL

    SPORTS

    PASS

    ALL SPORTS PASS INCLUDES:

    ALL FOR ONLY $60

    2012 HOMEFOOTBALL SCHEDULE

    *Dog Pound All Sport Pass Holders will have their Football tickets loaded onto their Fresno State Student ID. No more dealing with paper tickets, simply have your Studen ID barcode scanned at Fresno State Football games, to gain admission and accumulate Dog Pound Rewards Points.** Admission to all other regular season athletic events is available on a firstcome, first serve basis. Limited seating is available to students to all athletic events.

    Payment Method:

    Visa MasterCard AMEX Discover

    Name On Card _____________________________________

    Card Number __________________________________________

    Expiration ________________ Security Code ____________________

    Address (if different than previous) _____________________________

    City ___________________ State _____ Zip ____________City ___________________ State _____ Zip ____________

    Signature _________________________ Date ______________

    Name ____________________________________________

    Address __________________________________________

    City ___________________ State _____ Zip ____________

    Daytime Phone Number (______) ____________________

    Student ID Number ________________________________

    Email Address _____________________________________

    School Email Address_____________________________School Email Address_____________________________

    Year In School . Fr. . So. . Jr. . Sr.

    T-Shirt Size . Sm. . Md. . Lg. . Xl.

    @mail.fresnostate.edu

    2012-13 DOG POUND MEMBERSHIP FORM

    GOBULLDOGS.COM

    WEBER STATESEP. 1

    COLORADOSEP. 15

    SAN DIEGO STATESEP. 29

    HAWAIINOV. 3

    WYOMINGOCT. 20

    AIR FORCENOV. 24

    R = 0.9249 $1,000,000

    $1,500,000

    $2,000,000

    $2,500,000

    $3,000,000

    $3,500,000

    $4,000,000

    $4,500,000

    $5,000,000

    2009 2010 2011 2012

    Student Revenue From Tickets & Fees

  • 17

    SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

    ZONA ZOO STUDENT SECTION & STUDENT TICKETING PROGRAM - ARIZONA ATHLETICS

    The Zona Zoo is the official student section and student ticketing program for University of Arizona Athletics. As a student, David Roost was organizations chief executive officer, overseeing the Zona Zoo program, the nations largest student-run student

    section and ticketing program for college athletics, representing 12,000+ student members.

    TOP ACCOMPLISHMENTS (2007-2009)

    1. Wrote, proposed, and negotiated strategic student-ticketing policy contracts, including: Boosted internal operating budget by + $50,900 through revenue sharing agreements and

    corporate sponsorships.

    2. Introduced policy for an all-inclusive sports pass and dynamic pricing scheme. Resulting in increased annual departmental revenue by 62%, a boost of +

    $453,000.

    3. Redesigned mens basketball ticketing strategy. Improved conference game attendance by + 26.7%

  • 18

    SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

  • 19

    SUPPLEMENTAL MATERIALS ...................................................MARKETING & EVENTS

  • SUPPLEMENTAL MATERIALS ....................................................................ART DIRECTION

    20

    THE BULLDOG FOUNDATION | THE HOOP CLUBP.O. BOX 26267FRESNO, CA 93729-6267

    There are many things that separate Fresno State Womens Basketball from so many oth-ers. Including the tradition of winning conference championships and 5 straight NCAA tour-nament appearances. Perhaps one of the most obvious is the support our women receive from people like you. We are proud that our attendance ranks as the 2nd highest in the state of California for collegiate womens basketball. Not only do your cheers fuel us onto victory, but it does a tremendous amount in validating what our team is trying to do for Fresno and the San Joaquin Valley.

    We invite you to be a part of the Hoop Club, which directly benefits Fresno State Womens Basketball student-athletes and the continued growth of our program. Just as your financial support is important, your time and effort are essential to our student-athletes success on and off the court. The Hoop Club is one of the best college womens basketball sport clubs in the country and we are excited to see it grow even more in years to come. Again, thank you for your support of Fresno State Womens Basketball. As always, cheer loud and proud and we will see you in the SaveMart Center.

    Go Dogs!Raegan Pebley, Head Coach

    THE HOOP CLUB

    THE H

    OOP

    CLUB

    2012-13 FRESNO STATE WOMENS BASKETBALL

    DEAR BULLDOG WOMENS BASKETBALL FAN

    Hoop Club Brochure 2012-13.indd 1 9/18/2012 5:14:22 PM

    THE BULLDOG FOUNDATION | THE HOOP CLUBP.O. BOX 26267FRESNO, CA 93729-6267

    There are many things that separate Fresno State Womens Basketball from so many oth-ers. Including the tradition of winning conference championships and 5 straight NCAA tour-nament appearances. Perhaps one of the most obvious is the support our women receive from people like you. We are proud that our attendance ranks as the 2nd highest in the state of California for collegiate womens basketball. Not only do your cheers fuel us onto victory, but it does a tremendous amount in validating what our team is trying to do for Fresno and the San Joaquin Valley.

    We invite you to be a part of the Hoop Club, which directly benefits Fresno State Womens Basketball student-athletes and the continued growth of our program. Just as your financial support is important, your time and effort are essential to our student-athletes success on and off the court. The Hoop Club is one of the best college womens basketball sport clubs in the country and we are excited to see it grow even more in years to come. Again, thank you for your support of Fresno State Womens Basketball. As always, cheer loud and proud and we will see you in the SaveMart Center.

    Go Dogs!Raegan Pebley, Head Coach

    THE HOOP CLUB

    THE H

    OOP

    CLUB

    2012-13 FRESNO STATE WOMENS BASKETBALL

    DEAR BULLDOG WOMENS BASKETBALL FAN

    Hoop Club Brochure 2012-13.indd 1 9/18/2012 5:14:22 PM

    BEFORE

    SUPPORTING AND ENHANCING THESTUDENT-ATHLETE EXPERIENCE

    -POST GAME WRAP UP WITH COACH PEBLEY

    -SCOUTING REPORT HANDOUT BEFORE EVERY GAME

    -HOOP CLUB NEWSLETTER

    MEMBERSHIPBENEFITS OFCLUB DONATION

    DOLLARS AT WORK

    KI-KI MOORE

    2012 WAC CHAMPIONS

    THE HOOP CLUB(JULY 1, 2012 - JUNE 30, 2013)2012

    2013

    NAME (S)

    ADDRESS

    CITY/STATE/ZIP

    HOME PHONE MOBILE PHONE

    NAME ON CARD

    CARD # EXPIRATION DATE

    SIGNATURE

    E-MAIL ADDRESS

    MEMBERSHIP APPLICATIONINDIVIDUAL MEMBERSHIP $ 50.00

    FAMILY MEMBERSHIP $ 100.00

    CORPORATE MEMBERSHIP $ 200.00

    SENIOR MEMBERSHIP (62+) $ 35.00

    PROJECT FUND DONATION $

    TOTAL $________

    CHECKS PAYABLE TO: THE BULLDOG FOUNDATION / HOOP CLUBP.O. BOX 26267, FRESNO, CA 93729-6267 FAX: (559) 278-5850 PHONE: (559) 278-7160

    Sport Clubs are fan-based organizations established to increase enthusiasm for Fresno State teams and enhance the student-athlete intercollegiate experience and are operated through the Bulldog Foundation. Sport Clubs provide assistance to Bulldog

    Teams through memberships and fan based activities. Though Sport Clubs are not primarily fund raising organizations, they may provide resources for designated projects approved by the athletics department.

    YOUR DOLLARS HAVE CONTRIBUTED TO THESE PROJECTS:

    SAVE MART CENTER LOCKER ROOM UPDATES

    NEW LAPTOPS AND UPDATED SCOUTING SOFTWARE

    TEAM TRAVEL, INCLUDING TRIPS TO NEW YORK AND AUSTRALIA

    TEAM BUILDING PROGRAMS AND ACTIVITIES

    ONGOING SPONSORSHIP OF EVENTS AND ACTIVITIES FOR BOTH THETEAM AND FANS, INCLUDING THE ANNUAL AWARDS BANQUET DINNER,

    THE ICE CREAM SOCIAL, AND MUCH MORE

    Hoop Club Brochure 2012-13.indd 2 9/18/2012 5:14:29 PM

    SUPPORTING AND ENHANCING THESTUDENT-ATHLETE EXPERIENCE

    -POST GAME WRAP UP WITH COACH PEBLEY

    -SCOUTING REPORT HANDOUT BEFORE EVERY GAME

    -HOOP CLUB NEWSLETTER

    MEMBERSHIPBENEFITS OFCLUB DONATION

    DOLLARS AT WORK

    KI-KI MOORE

    2012 WAC CHAMPIONS

    THE HOOP CLUB(JULY 1, 2012 - JUNE 30, 2013)2012

    2013

    NAME (S)

    ADDRESS

    CITY/STATE/ZIP

    HOME PHONE MOBILE PHONE

    NAME ON CARD

    CARD # EXPIRATION DATE

    SIGNATURE

    E-MAIL ADDRESS

    MEMBERSHIP APPLICATIONINDIVIDUAL MEMBERSHIP $ 50.00

    FAMILY MEMBERSHIP $ 100.00

    CORPORATE MEMBERSHIP $ 200.00

    SENIOR MEMBERSHIP (62+) $ 35.00

    PROJECT FUND DONATION $

    TOTAL $________

    CHECKS PAYABLE TO: THE BULLDOG FOUNDATION / HOOP CLUBP.O. BOX 26267, FRESNO, CA 93729-6267 FAX: (559) 278-5850 PHONE: (559) 278-7160

    Sport Clubs are fan-based organizations established to increase enthusiasm for Fresno State teams and enhance the student-athlete intercollegiate experience and are operated through the Bulldog Foundation. Sport Clubs provide assistance to Bulldog

    Teams through memberships and fan based activities. Though Sport Clubs are not primarily fund raising organizations, they may provide resources for designated projects approved by the athletics department.

    YOUR DOLLARS HAVE CONTRIBUTED TO THESE PROJECTS:

    SAVE MART CENTER LOCKER ROOM UPDATES

    NEW LAPTOPS AND UPDATED SCOUTING SOFTWARE

    TEAM TRAVEL, INCLUDING TRIPS TO NEW YORK AND AUSTRALIA

    TEAM BUILDING PROGRAMS AND ACTIVITIES

    ONGOING SPONSORSHIP OF EVENTS AND ACTIVITIES FOR BOTH THETEAM AND FANS, INCLUDING THE ANNUAL AWARDS BANQUET DINNER,

    THE ICE CREAM SOCIAL, AND MUCH MORE

    Hoop Club Brochure 2012-13.indd 2 9/18/2012 5:14:29 PM

    AFTER

    The fundraising arm of Fresno State Athletics coordinates sport clubs to raise money for each individual sport. To create more con-sistency in the overall quality of each clubs printed materials, a template was designed, with easy to drop in graphics, ensuring gender

    equity across all sports, and a consistent look that fit in with the overall department look and feel.

    2012-13 HOOP CLUB MEMBERSHIP

    The Hoop Club, of the Bulldog Foundation, is a fan based organization established to increase the enthusiasm for Fresno State Womens Basketball and to enhance the student-athlete experience. The

    2012-13 womens team is building on the tremendous success over the past few years on the court and in the classroom. We can use your help to build the program to an even higher level.

    Membership fees for the Hoop Club are: $50/Individual, $100/Family, $200/Corporate, and $35 for Seniors (62+). Although the Hoop Club is not primarily fundraising driven, the club does provide resources for designated projects approved by the Department of Athletics.

    ____ $35 Senior ____ $50 Individual ____$100 Family ____$200 Corporate

    Capital Projects Fund Donation Amount $ ____________

    TOTAL MEMBERSHIP AMOUNT $_____________ TOTAL DONATION AMOUNT $ ________________ MAIL AND MAKE CHECK PAYABLE TO: THE BULLDOG FOUNDATION / HOOP CLUB P.O. BOX 26267, FRESNO, CA 93729-6267 PHONE 559-278-7160 NAME_____________________________________ ADDRESS_________________________________________

    CITY______________________________________ STATE_______________________ZIP__________________

    PHONE(S)__________________________________ EMAIL____________________________________________

    PAYMENT: VISA / MC / DISCOVER /AMEX / CHECK (Please Circle) Can FAX to BDF (559) 278-5850

    CARD #_____________________________________NAME ON CARD___________________________________

    EXP. DATE__________________________________SEC. CODE_______________________________________

  • SUPPLEMENTAL MATERIALS ....................................................................ART DIRECTION

    21

    AFTER

    To create a truly unique website feel, special attention went into every pixel of the gobulldogs.com website redesign. Detail of the background image shown to the left.

    Unique to Fresno State, fans instantly recognize the iconic and intimidating lights of Bulldog Stadium looming above.

    Taking pride in the fact that Yosemite is a close natural won-der, Fresno State is proud of its proximity to this beautiful national park.

    The hills and mountains form the boundary of the San Joa-quin Valley, the most fertile agricultural land in the United States.

    Rows of crops represent the strong agricultural community that surrounds and unites the entire central valley of Califor-nia.

    The phenomenon of Tule Fog, a thick fog that radiates from the ground-up and is unique to the San Joaquin valley.

  • SUPPLEMENTAL MATERIALS ....................................................................ART DIRECTION

    22

    CITRUS ENERGY DRINKWITH OTHER NATURAL FLAVORS

    BOOST CAFFEINEB-VITAMINSORIGINAL

    16 FL OZ (1 PT) 473 mL

    Serving Size 8 fl oz (240 mL)Nutrition Facts

    *Percent Daily Values are based on a 2,000 calorie diet.

    Not a significant source of calories from fat,saturated fat, trans fat, cholesterol, dietary fiber, vitamin A, vitamin C, calcium and iron.

    Servings Per Container 2

    Amount Per 8 fl oz Per CanPer Serving %DV* %DV*Calories 110 220Total Fat 0g 0% 0g 0%Sodium 70mg 3% 140mg 6%Total Carbohydrate 29g 10% 58g 19% Sugars 29g 58gProtein 0g 0g

    Riboflavin 20% 40%Niacin 10% 20%Vitamin B6 10% 20%Vitamin B12 10% 20%Pantothenic Acid 10% 20%Phosphorus 2% 6%

    CARBONATED WATER, HIGH FRUCTOSE CORN SYRUP, CITRIC ACID, ORANGE JUICE CONCENTRATE, NATURAL FLAVOR, GUARANA SEED EXTRACT, SODIUM BENZOATE (PRESERVES FRESHNESS), SODIUM HEXAMETAPHOSPHATE (TO PROTECT FLAVOR), CAFFEINE, GUM ARABIC, NIACINAMIDE (VITAMIN B3), ASCORBIC ACID (TO PROTECT FLAVOR), TAURINE, CALCIUM DISODIUM EDTA (TO PROTECT FLAVOR), PANAX GINSENG ROOT EXTRACT, RIBOFLAVIN (VITAMIN B2), CALCIUM PANTOTHENATE (VITAMIN B5), BROMINATED VEGETABLE OIL, YELLOW 5, PYRIDOXINE HYDROCHLORIDE (VITAMIN B6), CYANOCOBALAMIN (VITAMIN B12), BLUE 1.BOTTLED UNDER THE AUTHORITY OFPEPSICO, INC., PURCHASE, NY 10577.CAFFEINE CONTENT: 71mg/8 fl oz.;142mg/16 fl oz. AMPENERGY.COMPRODUCT QUESTIONS? 1-800-433-2652 INGREDIENTS PER CAN: GUARANAEXTRACT 295mg, TAURINE 14mg,GINSENG EXTRACT 12mg.NOT RECOMMENDED FOR CHILDREN,PREGNANT WOMEN OR PEOPLESENSITIVE TO CAFFEINE.

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    Promotional copy boxDo Not Resize or Reposition the promotional copy box.Size: 2.2674 in W x 4.25 in H.Type: No smaller than 8pt., knock out type only.use legible typeface (no serifs, no condensed type).Convert to outlines.

    Background: Color in promo box is Opaque White.If needed, background color can be changed.

    NOTE: DO NOT remove, resize, or reposition Amp Energy logo.

    This limited edition AMP Energy drink promotional can de-

    sign was launched in the summer of 2012 and was aimed to

    promote Fresno State football. David Roost took the lead on

    this artistic project, worked in collaboration with Coca-Cola

    designers to print and distribute these promotional cans.

    Final can design. (Real photo.)

    Computer generated can mock-up

  • SUPPLEMENTAL MATERIALS .......................................................................................DESIGN

    23

    This is a before and after map of Bulldog Stadium at Fresno State. A pixelated, low resolution version of the stadium was transformed to an accurate, beautiful, and easy to read, scalable vector map. New map

    includes stadium amenities, gates, and walking paths. This attention to detail is a Roost trademark.BEFORE

    AFTER

  • SUPPLEMENTAL MATERIALS .......................................................................................DESIGN

    24

  • 25

    SUPPLEMENTAL MATERIALS ..................................................................PHOTOGRAPHY

  • 26

    SUPPLEMENTAL MATERIALS ..................................................................PHOTOGRAPHY

  • 27

    SUPPLEMENTAL MATERIALS ..................................................................PHOTOGRAPHY

    Background and reflection added as composite graphic.

  • 28

    SUPPLEMENTAL MATERIALS ..........................................................PASSION PROJECTS

    Painted mural and designed custom illustration on a storage shed for community little league organization.

    Planned elaborate (20+ person) surprise party for my beautiful girlfriend with full buffet, private beach party and bonfire.

  • 29

    SUPPLEMENTAL MATERIALS ..........................................................PASSION PROJECTS

    Planned Purity Mission a highly coordinated elaborate three-day bachelor party event. Penthouse Party Event - May 2015

    Created and organized Boxing Day Rally an annual community-based athletic event celebrating long-time friendships.

    Organizing 10-year high school reunion event in late 2015. Provided services to support local non-profit yoga org. fundraiser.

  • 30

    SUPPLEMENTAL MATERIALS ............................SALVAGED WOOD CRAFTSMANArtisan craftsman specializing in building furniture with primarily salvaged, found, and reclaimed wood.