Brand Impact Report 2025
Reach That Resonates
San Diego State University has advanced its position as a leading public research institution whose impact extends across borders and disciplines. Through stories of innovation, community partnership and global reach, the SDSU brand continued to gain visibility and relevance–reflecting the university’s growing influence.
Advertising
Strategic advertising reinforced SDSU’s position as a leading public research university, translating institutional milestones into large-scale visibility and recognition.
R1 Campaign
SDSU’s R1 designation positioned the university among the nation’s top research institutions; advertising amplified this milestone at scale to drive increased recognition. Sustained digital visibility contributed to a measurable shift in how AI platforms describe SDSU, strengthening academic positioning in tools increasingly used by prospective students, faculty and donors.
36+ Million
Impressions
5+ Million
Social Media Engagements
Undergraduate Recruitment Campaign
The Dare to Discover the Unknown digital advertising campaign targeted U.S. and international markets and helped drive more than 111,000 undergraduate applications. The campaign played a central role in advancing SDSU’s national brand awareness and reinforcing its differentiation among San Diego institutions.
- 37 Million Impressions
- 1.1 Million Clicks
Commercial
Through student-centered creative, SDSU translated its brand values into a high-impact commercial moment that reflected energy, ambition and Southern California identity.
3.5 Million
Commercial Impressions
1.2 Million
Behind the Scenes Student Influencer
Video Views
“The SDSU brand builds upon our global reputation as a modern academic and research powerhouse, and a transborder university.”
Earned Media
Media coverage in 2025 reflected SDSU’s growing stature as a research-driven institution and trusted source of expertise across public health, climate, culture and higher education.
- 744 Billion Total Unique Monthly Visitors
- 187,050 Media Placements
Trusted Voices in Regional Broadcasts
America’s Mental Health Crisis
Rain Causes Rise
Breaking down weekend weather and its impacts, SDSU geologist Pat Abbott explains what the rain means for local conditions.
New Bill to Limit Federal District Judges
Stephen Goggin, SDSU professor of political science, explains proposed legislation to limit the power of federal district judges.
USNS Harvey Milk Rename
Reflecting on the renaming of the USNS Harvey Milk, SDSU professor and veteran Adisa Alkebulan shares what the decision means for the community.
Social Media
SDSU’s social media presence evolved from broad visibility to sustained engagement, signaling a shift from awareness-building to active participation across platforms.
50+ Million
Impressions
1.2 Million
Engagements
+128% YOY increase
208,825
Clicks
+241% YOY increase
776,477
Social Media Followers
Across Platforms
Student Influencers
Student creators became powerful brand validators in 2025, offering peer-to-peer storytelling that delivered authenticity and trust beyond the reach of traditional marketing. SDSU amplified these voices through coordinated organic and paid social campaigns. Top SDSU student influencer data:
- 15 Million Followers
- 200,000+ Monthly Engagements (on SDSU content)
- #4 Influencer of College Decisions Above Teacher (2025 Student View Survey)
Part of the Cultural Ethos
SDSU appeared organically across pop culture and everyday conversations–demonstrating brand relevance beyond institutional channels and traditional media, and introducing the university to massive and diverse audiences.
K-Pop Meets SDSU
Guy Fieri Shows SDSU Pride
Celebrity chef Guy Fieri publicly embraced SDSU school spirit.
Saweetie Returns to SDSU
SDSU in the Sports Spotlight
Coach Sean Lewis became a pop-culture moment after ESPN and Sports Illustrated highlighted his hat tan line.
Communications
SDSU’s communications strategy elevated institutional storytelling in 2025, translating student outcomes, research impact and transformation into narratives that deepen understanding and trust.
CASE Awards: 2025 Circle of Excellence award (Silver): Writing | News/Feature (Series or Collection) for its “SDSU Graduates Share Powerful Stories of Transformation” collection
