From the Nominator

Jackson State University's Sonic Boom of the South received one of the highest honors for a collegiate marching band: an invitation to perform in the 2025 Tournament of Roses Parade in Pasadena, California. This milestone positioned JSU, Jackson, Mississippi, and historically Black college and university marching band culture on a national stage. Securing the opportunity was just the beginning. Transporting the band across the country required raising $850,000 to cover travel, accommodations, and event expenses. The challenge called for a coordinated effort to engage alumni, fans, and supporters. University Communications partnered with the marching band, the College of Liberal Arts, and Institutional Advancement to launch Thee Road to Roses, a strategic marketing campaign designed to rally financial and community support. The campaign leveraged digital storytelling, social media, and high-impact visuals to create momentum and drive donations. In just 10 months, JSU successfully reached its fundraising goal, ensuring the Sonic Boom of the South could proudly represent the university at one of the most prestigious events in the world. The campaign was more than a fundraiser. It celebrated the culture, excellence, and tradition of HBCU marching bands while reinforcing JSU’s national reputation.

From the Judges

This campaign is deserving of recognition for its inspiring mission, impressive fundraising success, and creative use of internal resources. Raising $850,000 in just 10 months to send the Sonic Boom of the South to the Rose Parade—where they were the only HBCU band represented—was a remarkable achievement. Jackson State University used emotional storytelling, strong visuals, and community pride to fuel engagement. The campaign’s impact, strategy, and celebration of cultural excellence made it truly stand out.