Roses & Rhythms:
ASU’s Rose Bowl Success Story
Introduction
During my time with the Albany State University Office of Communications, I worked closely with two other interns on a variety of projects. One of the most memorable was the Rams in the Roses campaign. My fellow intern and I were both proud members of the ASU Marching Rams Show Band, so when we heard the band was invited to perform in the 2016 Rose Bowl Parade, we were beyond excited.
But there was a challenge: the cost to send the full 150-member band to Pasadena, California was $270,000—about $3,000 per student. A lot of HBCU bands don’t get the chance to make trips like this because of the financial burden, and many just have to decline. But this time, ASU decided to fight for it. The Rams in the Roses campaign was our shot at making it happen, and we jumped in to help tell the story, share the excitement, and get our community behind the cause.
the Goals
- Show the World What We’re Made Of: We wanted to highlight just how talented and hardworking the ASU Marching Rams are. Through videos, audio clips, interviews, and behind-the-scenes moments, we worked to tell the full story—one that captured the band’s energy, dedication, and serious showmanship.
- Reach as Many People as Possible: We knew this couldn’t be a quiet campaign. So we focused on spreading the word far and wide—getting the story in front of local news, HBCU and education outlets, community leaders, alumni, and anyone who could help. We used everything from social media graphics to videos, emails, and press releases to get the message out.
- Help Raise the Funds to Get Us There: At the heart of it all, our main goal was to help the band raise $270,000 so every member could be part of this once-in-a-lifetime trip. We teamed up with the band, supported the fundraising efforts, and did everything we could to help make the Rose Bowl dream a reality.
the challenges
- The Price Tag Was No Joke: It cost about $3,000 per student to make the trip, which added up to nearly $300,000 for the whole band. That’s a huge number for any program, especially one at an HBCU.
- A Small Town with Big Dreams: Albany is a tight-knit community, but it doesn’t have the kind of resources you’d find in a major city. That made it tough to raise money locally—especially on such a big scale.
- The Clock Was Ticking: We had less than a year to make it all happen. That meant planning, promoting, and fundraising had to move fast if we wanted to get the entire band to Pasadena in time for the Rose Parade.housands of dollars.
the approach
- Meet People Where They Are: We used everything we had—social media, videos, photos, emails, and write-ups in HBCU magazines—to spread the word and connect with folks across the country. The goal was to get as many eyes (and hearts) on this story as possible.
- Let the Visuals Speak: We leaned into video and visuals to really show what made this moment so special. From promo clips to behind-the-scenes footage, we wanted people to feel the excitement and understand why this trip mattered.
- Tell the Story Behind the Sound: This wasn’t just about a parade invite. We crafted stories that shared the full picture—the intense selection process, the pride of being the only HBCU band invited that year, and everything that made the ASU Marching Rams worthy of that Rose Bowl spotlight.
the content
Rams In The Roses Introduction
As part of Albany State University’s Rams in the Roses campaign, this video promo was created to help share the deeper meaning behind ASU’s historic invitation to the 2016 Rose Bowl Parade. Featuring an interview with the ASU Marching Band Director, the video captures the heart of the campaign—highlighting not only the band’s talent and dedication, but also the pride of the university, the city of Albany, and its powerful civil rights legacy.
As the director shares, “We get a chance to tell our story—this is Albany State University.” My role focused on editing a short campaign promo and sorting and organizing all of the clips for a longer commemorative DVD, using visuals, sound, and storytelling to inspire support and bring the Rams in the Roses vision to life.
The Marching Rams Show Band Experience
Filmed, edited, and produced by myself and my best friend Rocky—band members and part-time college videographers—The Marching Rams Show Band Experience offered a unique, insider’s look at what it really means to be part of Albany State University’s iconic marching band. Shot entirely on our own time, the video series focused on the student perspective, with members sharing what defines a great bandsman and how pride, discipline, and tradition shape the Rams’ identity.
More than just performance footage, the videos tapped into the emotional core of the band—its brotherhood, sisterhood, and the legacy that lives in every halftime show. The content resonated especially with band alumni, stirring up nostalgia and encouraging many to support the Rams in the Roses campaign financially.
Posted to the band’s social media accounts, the videos and band photos I captured helped amplify the campaign’s reach, getting shared widely across HBCU-focused platforms, including major magazines and influencers in the HBCU community.
the conclusion
The Rams in the Roses campaign was more than just a fundraising effort—it was a movement rooted in pride, perseverance, and the power of storytelling. As both a member of the Marching Rams Show Band and a communications intern, I had the rare opportunity to shape the narrative from the inside out.
Through videos, photos, and student-driven content, we brought the spirit of the band to life, sparked support across generations, and proved that our stories matter. From surpassing the fundraising goal to stepping onto the Rose Parade route, this campaign showed what happens when community, creativity, and culture collide. And even now, years later, the impact continues—through scholarships, shared memories, and the legacy we captured on screen.
