When Texas Christian University (TCU) launched a multi-million dollar rebranding campaign, it wanted to focus on human interest storytelling that truly embodied the essence of the university and its values. Revolving around work that is being done for the greater good, it canvassed thousands of alumni and faculty and decided on eight, each representing the colleges within TCU. One day in 2017, the dean of the TCU Bob Schieffer School of Communications paid a visit to Michelle’s job. The two chatted over coffee about her career and the direction the school was taking to dial up diversity and inclusion within its faculty and student body. A few weeks later, Michelle received a call from the dean who shared that Michelle would be one of the eight faces to be in! cluded in their new TCU Lead On campaign, representing the Schieffer School where she’d received her master of science in media studies. The core of the campaign would revolve round a digital documentary housed on the TCU Lead On website, a national TV commercial that would air during the halftime of most TCU football games, radio ads on NPR, 30 digital billboards in DFW alone, bus panels and street banners.
L. Michelle Smith was chosen to represent the values of Civility, Integrity and Perseverance for the Schieffer School. She is a proud horned frog, and is equally as thrilled to serve on the Schieffer Schools Board of Visitors where she has a seat at the table to impact the future of her alma mater and the students who attend.