David Roost Illumina by David Roost

Candidacy For Art Director Illumina David Roost

David Roost | 858-361-9237 | davidhroost@gmail.com

DAVID ROOST

davidhroost @ gmail .com

| 858-361-9237 | 3144 carnegie ct. |

san diego ca,

92122

Neil Wharton Technical 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 envision. I’m a strategic thinker. I pay close attention to what’s 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 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 program, 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 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, publications, photography 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

davidhroost @ gmail .com davidhroost @ gmail .com

|| 858-361-9237 ct. | 858-361-9237 || 3144 3144 carnegie carnegie ct. |

san diego ca, san diego ca,

92122 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 ● ● ●

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

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

DAVID ROOST

davidhroost @ gmail .com

| 858-361-9237 | 3144 carnegie ct. |

san diego ca,

92122

REFERENCES Allison Slater Marketing Coordinator Fresno State Athletics 559-389-1831 aslater@csufresno.edu Paul Ladwig Senior Associate Athletics Director for External Relations Fresno State Athletics 559-278-2608 pladwig@csufresno.edu Drew St. Aubin Assistant Director, Aztec Club San Diego State Athletics 619-594-5162 dstaubin@mail.sdsu.edu Ryan Reggiani Assistant Athletics Director for Marketing & Promotions University of San Diego Athletics (619) 260-7989 ryanreggiani@sandiego.edu SUZY MASON Senior Associate Director of Athletics for Event Management, Facilities & Operations University of Arizona Athletics 520-621-6484 masons@arizona.edu

DAVID ROOST

davidhroost @ gmail .com

| 858-361-9237 | 3144 carnegie ct. |

san diego ca,

92122

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 coworker, 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. Davidâ&#x20AC;&#x2122;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 BY THE NUMBERS

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

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

STADIO MArkeTIng cOnSulTIng nOTeS 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

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:

Marketing Message - BeFOre

Marketing Message - aFter

“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?”

“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?”

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 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.

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

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

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.

SUPPLEMENTAL MATERIALS...............................................................................BRANDING San Francisco City Football Club - Rebrand Project (CURRENTLY IN PROGRESS) After earning a spot in the US Club Soccerâ&#x20AC;&#x2122;s Open Cup, San Francisco City F.C. - A US Club Soccer Team - has approached 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)

BEFORE

PRIMARY MARK

AFTER

CUSTOM DESIGNED TYPEFACE & WORDMARK

THE HOOP CLUB

SUPPLEMENTAL MATERIALS..................................................................... ART DIRECTION CLUB DONATION BENEFITS OF

DEARarm BULLDOG WOMEN’S BASKETBALL The fundraising of Fresno State Athletics coordinates sport clubs toFAN raise money for each individual sport. areconsistency many things that Fresno quality State Women’s Basketball so many othTo createThere more inseparate the overall of each clubsfrom printed materials, a template was designed, with ers. Including the tradition of winning conference championships and 5 straight NCAA toureasy to drop in appearances. graphics, ensuring equity across all sports, and areceive consistent look that fit in with the overnament Perhaps onegender of the most obvious is the support our women from people like you. We are proud that our attendance ranks as the 2ndTHE highest in the state all department look and feel. SUPPORTING AND ENHANCING of California for collegiate women’s basketball. Not only do your cheers fuel us onto victory,

DOLLARS AT WORK

MEMBERSHIP STUDENT-ATHLETE EXPERIENCE

but it does a tremendous amount in validating what our team is - trying to do for Fresno and the San Joaquin Valley. POST GAME WRAP UP WITH COACH PEBLEY

BEFORE

AFTER

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.

Go Dogs! Raegan Pebley, Head Coach

____ $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

2012 WAC CHAMPIONS

NAME_____________________________________ ADDRESS_________________________________________ CITY______________________________________ STATE_______________________ZIP__________________

THE HOOP CLUB

We invite you to be a part of the Hoop Club,SCOUTING which directly benefits Fresno REPORT HANDOUT BEFORE EVERYState GAME Women’s Basketball student-athletes and the continued growth of our program. Just as your financial support is MEMBERSHIP important, your time and effort are essential to CLUB our NEWSLETTER student-athlete’s success on HOOP 2012-13 HOOP CLUB 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, loud and proudfrom so many othThere are many things that separate Fresnocheer State Women’s Basketball ers. Including the tradition of winning conference championships and 5 straight NCAA tourand we will see you in the SaveMart Center.

YOUR DOLLARS HAVE CONTRIBUTED TO THESE PROJECTS:

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_______________________________________

SAVE MART CENTER LOCKER ROOM UPDATES

NEW LAPTOPS AND UPDATED SCOUTING SOFTWARE

DEAR BULLDOG WOMEN’S BASKETBALL FAN 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.

THE BULLDOG FOUNDATION | THE HOOP CLUB Go Dogs!

TEAM TRAVEL, INCLUDING TRIPS TO NEW YORK AND AUSTRALIA

Raegan Pebley, Head Coach

P.O. BOX 26267

TEAM BUILDING PROGRAMS FRESNO,AND CA ACTIVITIES 93729-6267 ONGOING SPONSORSHIP OF EVENTS AND ACTIVITIES FOR BOTH THE TEAM AND FANS, INCLUDING THE ANNUAL AWARDS BANQUET DINNER, THE ICE CREAM SOCIAL, AND MUCH MORE

THE HOOP CLUB

2012 2013

(JULY 1, 2012 - JUNE 30, 2013)

KI-KI MOORE 50.00 MEMBERSHIP THE BULLDOG INDIVIDUAL FOUNDATION | THE$ HOOP CLUB

P.O. BOX 26267 FAMILY MEMBERSHIP FRESNO, CA 93729-6267

MEMBERSHIP APPLICATION

NAME (S)

100.00

CORPORATE MEMBERSHIP

200.00

SENIOR MEMBERSHIP (62+)

35.00

PROJECT FUND DONATION

CLUB DONATION

DOLLARS AT WORK

BENEFITS OF

MEMBERSHIP SUPPORTING AND ENHANCING THE STUDENT-ATHLETE EXPERIENCE POST GAME WRAP UP WITH COACH PEBLEY SCOUTING REPORT HANDOUT BEFORE EVERY GAME HOOP CLUB NEWSLETTER

ADDRESS

CITY/STATE/ZIP

HOME PHONE

________ ________

TOTAL $

MOBILE PHONE

2012 WAC CHAMPIONS

E-MAIL ADDRESS

YOUR DOLLARS HAVE CONTRIBUTED TO THESE PROJECTS:

NAME ON CARD

SAVE MART CENTER LOCKER ROOM UPDATES

CHECKS PAYABLE TO: THE BULLDOG FOUNDATION / HOOP CLUB P.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 studentathlete 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. Hoop Club Brochure 2012-13.indd 2

NEW LAPTOPS AND UPDATED SCOUTING SOFTWARE

CARD #

EXPIRATION DATE

TEAM BUILDING PROGRAMS AND ACTIVITIES ONGOING SPONSORSHIP OF EVENTS AND ACTIVITIES FOR BOTH THE TEAM AND FANS, INCLUDING THE ANNUAL AWARDS BANQUET DINNER, THE ICE CREAM SOCIAL, AND MUCH MORE

SIGNATURE 9/18/2012 5:14:29 PM

2012-13 FRESNO

TEAM TRAVEL, INCLUDING TRIPS TO NEW YORK AND AUSTRALIA

THE HOOP CLUB

2012 2013

FRESNOBASKETBALL STATE WOMEN’S BASKETBALL STATE2012-13 WOMEN’S

(JULY 1, 2012 - JUNE 30, 2013)

MEMBERSHIP APPLICATION

THE HOOP CLUB THE HOOP CLUB NAME (S)

KI-KI MOORE INDIVIDUAL MEMBERSHIP

50.00

FAMILY MEMBERSHIP

100.00

CORPORATE MEMBERSHIP

200.00

SENIOR MEMBERSHIP (62+)

35.00

PROJECT FUND DONATION

ADDRESS

CITY/STATE/ZIP

HOME PHONE

________ ________

TOTAL $

MOBILE PHONE

E-MAIL ADDRESS

NAME ON CARD

Hoop Club Brochure 2012-13.indd 2

Hoop Club Brochure 2012-13.indd 1

CARD #

EXPIRATION DATE

SIGNATURE 9/18/2012 5:14:29 PM

9/18/2012 5:14:22 PM

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

BEFORE

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

BEFORE

AFTER

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

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 wonder, Fresno State is proud of its proximity to this beautiful national park. The hills and mountains form the boundary of the San Joaquin 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 California. The phenomenon of Tule Fog, a thick fog that radiates from the ground-up and is unique to the San Joaquin valley.

SUPPLEMENTAL MATERIALS...................................................................photography

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 athletics. 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 strategic sales tactics, revenue from this student tickets and fees increased substantially during the period David Roost was involved.

student revenue From tickets & Fees $5,000,000 $4,500,000

2012-13

ALL SPORTS PASS

$4,000,000 $3,500,000 $3,000,000

$2,500,000

ALL SPORTS PASS INCLUDES:

$2,000,000

2012 HOME FOOTBALL SCHEDULE

ALL FOR ONLY $60 *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 first come, first serve basis. Limited seating is available to students to all athletic events.

$1,500,000

$1,000,000

R² = 0.9249 2009

2010

2011

2012

COLORADO SEP. 15

WEBER STATE SEP. 1

SAN DIEGO STATE SEP. 29

WYOMING OCT. 20

HAWAI’I NOV. 3

AIR FORCE NOV. 24

2012-13 DOG POUND MEMBERSHIP FORM Name ____________________________________________ Address __________________________________________

Payment Method: Visa

MasterCard

AMEX

Discover

City ___________________ State _____ Zip ____________

Name On Card _____________________________________

Daytime Phone Number (______) ____________________

Card Number __________________________________________

Student ID Number ________________________________

Expiration ________________ Security Code ____________________

Email Address _____________________________________ Address (if different than previous) _____________________________ @mail.fresnostate.edu School Email Address_____________________________

Year In School . T-Shirt Size .

Fr.

Sm.

. .

So. Md.

. .

Jr.

Sr.

Lg.

Xl.

City ___________________ State _____ Zip ____________ Signature _________________________ Date ______________

GOBULLDOGS.COM

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 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%

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

Nutrition Facts

Serving Size 8 fl oz (240 mL) Servings Per Container 2 Amount Per Serving

Per 8 fl oz Per Can %DV* %DV*

Total Fat Sodium Total Carbohydrate Sugars Protein

0g 0% 0g 0% 70mg 3% 140mg 6% 29g 10% 58g 19% 29g 58g 0g 0g

Calories

110

220

Riboflavin Niacin Vitamin B6 Vitamin B12 Pantothenic Acid Phosphorus

BOOST ORIGINAL

CAFFEINE B-VITAMINS

40% 20% 20% 20% 20% 6%

Not a significant source of calories from fat, saturated fat, trans fat, cholesterol, dietary fiber, vitamin A, vitamin C, calcium and iron. *Percent Daily Values are based on a 2,000 calorie diet.

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

PRODUCT QUESTIONS? 1-800-433-2652

INGREDIENTS PER CAN: GUARANA EXTRACT 295mg, TAURINE 14mg, GINSENG EXTRACT 12mg.

16 FL OZ (1 PT) 473 mL

xxxxxxxxxxxxxxxx

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 OF PEPSICO, INC., PURCHASE, NY 10577. CAFFEINE CONTENT: 71mg/8 fl oz.; 142mg/16 fl oz. AMPENERGY.COM

Promotional copy box Do 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.

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

20% 10% 10% 10% 10% 2%

NOT RECOMMENDED FOR CHILDREN, PREGNANT WOMEN OR PEOPLE SENSITIVE TO CAFFEINE.

CITRUS ENERGY DRINK WITH OTHER NATURAL FLAVORS

Computer generated can mock-up

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

BEFORE

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.

AFTER

SUPPLEMENTAL MATERIALS...................................................................... Publications 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 publications 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 create the most visually striking publications in all of M T T S 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 menâ&#x20AC;&#x2122;s and womenâ&#x20AC;&#x2122;s sports. H G

BEFORE

ARY ESS AYLOR

ENIOR

AFTER

REBECCA STRMISKA SENIOR

EIDI

JOEN

SOPHOMORE

SUPPLEMENTAL MATERIALS........................................................................................design

SUPPLEMENTAL MATERIALS....................................................Marketing & Events

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

BEFORE

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

SUPPLEMENTAL MATERIALS...................................................................photography

Background and reflection added as composite graphic.

SUPPLEMENTAL MATERIALS.............................Salvaged Wood CRAftsman Artisan craftsman specializing in building furniture with primarily salvaged, found, and reclaimed wood.