Butler University – Mascot Strategy


Butler University’s mascot, Blue III (aka Trip), was nearing retirement age, so the University began their search to find a new puppy to take over the role. The University wanted to seize the opportunity to create a strategic plan for the new puppy that built upon the University’s existing brand. Blue IV would not only be an athletic mascot but would be a marketing tool for the University and a fixture in University communications.

The Process

While the University’s marketing team sought out the perfect puppy to represent the school, SimpsonScarborough began to develop Blue’s new brand platform. As the strategist on this project, I drew from the University’s established brand and some dog friendly traits to tie Blue in with the University’s mission.

With a unique brand for Blue, we began to look for marketing roles he could potentially fill as the new mascot, while taking advantage of the ‘cuteness window’. As an ardent supporter of student athletes, Blue runs across the basketball court ahead of every home game. He serves as a student recruiter, hand delivering acceptance letters to local Indianapolis seniors who applied to Butler University. He also brings awareness to the #1 Regional University in the Midwest.

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