David Roost Illumina

Candidacy ForArt Director

IlluminaDavid Roost

David Roost | 858-361-9237 | [email protected]

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

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Neil WhartonTechnical Recruiter at netPolarity, Inc.900 East Campbell Avenue,Campbell, CA 95008

Dear Mr. Wharton,

Please accept this letter and resume as my application for the Art Director position with Illumina. I have over six years of professional experience in the areas of marketing, branding, design, project management, sales, event coordination, media relations, fundraising, and photography.

By nature, I generate innovative ideas. I am a visionary with a proven track record in building what I envi-sion. I’m a strategic thinker. I pay close attention to what’s going on around me. I listen. I gather informa-tion 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 I’m one of the most creative people you’ll ever meet.

I took this passion and enthusiasm to my experience at The University of Arizona, where as a student I was the first appointed Executive Director of the nation’s largest student-run student section and ticketing pro-gram, the Zona Zoo. My decisions lead to record breaking sales, a boost in revenue of over $453,000 and increased Men’s Basketball attendance. I also have a history of exceeding targets and cultivating strong re-lationships 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, publications, pho-tography and student ticketing coordinator and to assist with large fundraising endeavors. I lead many projects, events, 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.

Since my decision to move home to San Diego my creative professional talents have flourished. I have created a successful business as a craftsman specializing in officially licensed collegiate works of art. My experiences, talent and education has lead me to Illumina.

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 ROOST

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[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 Men’s Basketball conference game attendance by + 26.7% .................................................................. Zona Zoo

sPeCiAliZAtions

eXternAl relAtions sPeCiAlist ....................................................................................... Aug. 2010 - Dec. 2012 Fresno State Athletics Department, Fresno, CA ● Managed the Fresno State Athletics brand with strategic design and marketing themes, via: ○ Website design, identity development, photography, promotional conceptualization, user design experience, branding, social media, direct mail, television & newspaper ads, brochures, email newsletters, posters, and signs. ○ Responsible for design, creation, and management of all publications, including 16 large-scale media guides per year. ● Social media liaison responsible for strategy, management, updating and monitoring of multiple social media platforms. Created and lead a team to standardize and integrate a marketing and communications plan across all print and digital media. ● Responsible for all marketing, budget management, implementation, for NCAA division I equestrian and women’s lacrosse. Including, the execution of sponsorship obligations, promotional video production, fan experience, community outreach, game-day management, and on field promotions. ● Built sponsor and donor relationships and created/executed promotional calendar. ● 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 nation’s 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. ● Developed brand identity, integrated marketing communications plan, and oversaw email newsletter to +19,000 students. ● 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 ○ Recipient: Arizona Excellence Scholarship | Merit-Based Scholarship

● 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


4

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]

ryAn reggiAniAssistant Athletics Director for Marketing & Promotions

University of San Diego Athletics(619) 260-7989

[email protected]

suZy MAsonSenior Associate Director of Athletics for Event Management, Facilities & Operations

University of Arizona Athletics520-621-6484

[email protected]


5

As the External Relations Specialist for Fresno State, I had the pleasure to hire and oversee David Roost. I consider David to be a hardworking, creative and driven co-worker, and one who was a pleasure to have in the office each day. During the time that he worked at Fresno State and the entire time I have known him, I have concluded that he is more than capable of exceeding in his chosen profession and has tremendous growth potential. I would like to recommend David as a candidate for the Art Director position with Illumina. David was a dedicated member of his given team and committed countless hours of time to promote and enhance Fresno State Athletics through both of his positions. He not only worked with members of this unit to create superior fan experiences at our events, but also developed and implemented policy and procedures to bring new ideas to the fans, alumni and students. David’s leadership and organizational skills were invaluable to our game day activities and long term marketing goals, some of which he developed from the ground up. In my opinion, David has an unwavering devotion to his work and exemplifies a strong work ethic, high academic success and tremendous character. He is a trustworthy individual and would be an excellent candidate for this position at Illumina. Sincerely,

PAul lAdwig SENIOR ASSOCIATE ATHLETICS DIRECTOR/EXTERNAL RELATIONS

DAVID ROOST

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BY THE NUMBERS

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

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SUPPLEMENTAL MATERIALS ...........................................................................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 won’t sell itself to a business because it’s what the business wants, but rather because it’s 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 can’t 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 won’t 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 ...........................................................................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 that’s 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 ..............................................................................BRANDING

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BEFORE AFTER

San Francisco City Football Club - Rebrand Project(CURRENTLY IN PROGRESS)

After earning a spot in the US Club Soccer’s Open Cup, San Francisco City F.C. - A US Club Soccer Team - has ap-proached Roost for a complete rebrand. This rebrand is in progress and will be launched on a date TBD. Below is a custom logo, typeface, and wordmark currently in the design process. (NOT TO BE DISTRIBUTED TO PUBLIC)

PriMAry MArK

CustoM designed tyPeFACe & wordMArK

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

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

There are many things that separate Fresno State Women’s 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 women’s 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 Women’s 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-athlete’s success on and off the court. The Hoop Club is one of the best college women’s 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 Women’s 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 WOMEN’S BASKETBALL

DEAR BULLDOG WOMEN’S 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 Women’s 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 women’s 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 Women’s 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-athlete’s success on and off the court. The Hoop Club is one of the best college women’s 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 Women’s 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 WOMEN’S BASKETBALL

DEAR BULLDOG WOMEN’S BASKETBALL FAN


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


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


AFTER

The fundraising arm of Fresno State Athletics coordinates sport clubs to raise money for each individual sport. To create more consistency 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 over-

all 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 Women’s Basketball and to enhance the student-athlete experience. The

2012-13 women’s 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_______________________________________


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BEFORE

Collegiate athletics websites are often jam packed with ads, logos, photos, and copy, with little attention given to overall design. With the redesign of gobulldogs.com, care was taken to maximize every inch of screen space, create a clean look thats easy to read and as impactful as possible while feeling more like “Fresno State” than ever before.

Pixel-Perfect Design. Overall PPI increased, every pixel was scrutinized, carefully thought out, color correct-ed, and realigned properly, to create an incredibly sharp, visually stunning, and easy-to-use user experience.

BEFORE

AFTER


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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.

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SUPPLEMENTAL MATERIALS ..................................................................PHOTOGRAPHy

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

dog Pound student seCtion & student tiCKeting ProgrAM

The “Dog Pound” is the official student sec-tion and student ticketing program for

Fresno State athletics. As the coordi-nator 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 strategic 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

HAWAI’INOV. 3

WYOMINGOCT. 20

AIR FORCENOV. 24

R² = 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


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 organization’s chief executive officer, overseeing the Zona Zoo program, the nation’s

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 men’s basketball ticketing strategy. Improved conference game attendance by + 26.7%


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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.

xxxx

xxxx

xxxx

xxxx

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 design 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


19

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 ..................................................................... PUBLICATIONS

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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 beau-tiful content accessible from anywhere in the world on any device. As publications coordina-tor, David Roost was responsible for the design, creation, and management of 16 large-scale vir-tual media guides per year. Over 1,100 pages of content was published each year. A complete de-sign overhaul included new changes to increase consistency, maximize internal workflow effi-ciency, abide by all NCAA bylaws, and create 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 men’s and women’s sports.

REBECCA STRMISKASENIOR

HEIDI GJOENSOPHOMORE

MARY TESS TAYLORSENIOR

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

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

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University of Arizona Zona Zoo logo redesign. Before (Lower) and after (Upper).To strengthen its brand identity, the Zona Zoo visual identity evolved to be more legible across various applications.

With a sharp modern style, the changes increase recognition and visual appeal.

AFTER

BEFORE

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Background and reflection added as composite graphic.

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

Documents

David Roost Illumina