Consistency and frequency can take what was once an overlooked idea and turn it into something people can’t help but notice. Your brand is no different than a ball of foil.
If your goal is to be the most-talked-about team in your conference, what strategies are you putting in place to reach that target? If your goal is to be recognized as the blue-collar brand of the Pacific Northwest, what strategies are you implementing to substantiate that claim?
The next step in building a marketing plan is to formulate a set of objectives that ultimately get you closer to your end goal: a differentiated position among your competition. The same way coaches have goals that they believe lead to success on game day, brand managers have goals that they believe will lead to increased market share.
The best recruiter on your staff isn’t a person. The best recruiter on your staff doesn’t get paid. The best recruiter on your staff doesn’t even talk. Yet, the best recruiter on your staff tells a recruit everything he needs to know about your school.
What if you focused less on coaching and more on marketing? What if you replaced X’s and O’s with tweets and snaps? What if instead of hating social media, you embraced it?
Here’s a tip for those of you looking to build strong social communities through paid media: invest in pay-per-engagement (also known as cost-per-engagement, CPE) models in which you pay only when a user takes an action; meaning the user likes, shares, or comments on your content, among other things.
It’s important to manage and treat each social platform differently, as each is built for different forms of engagement. Facebook is different from Twitter, Twitter from Instagram, and so on and so on.
Digital marketing is a hot topic, and everyone wants a piece of it. For your purposes, it’s an absolutely crucial space. You’ve got to fish where the fish are.
Traditions are born from detail. Take helmet stickers in college football, for example. They’re diminutive and subtle, but by being used across the vast majority of programs at one point or another, helmet stickers have become one of the sport’s most celebrated traditions. There’s a romance to customs like these that bring me, and millions of others, back to college sports every year. More important, they tell a story.
In many cases, rivalries are made up of two teams who are essentially the antithesis of one another, which can be a very good thing for you – if you have a tight brand story and positioning plan. Playing your rival can bring out what makes your team unique.
It’s important to keep the local, regional, and national media abreast of what is happening with your program. Whether it’s an event you’re putting on or a feel-good story, if the press doesn’t know about it, it’s not going to get covered. And unless you’re a national power, they will rarely come to you to get a story.
Fluffy marketing is no marketing, especially when it comes to building a long-term brand. In everything you do, every time you speak, there needs to be a reason and an objective that ladders up to a bigger picture.
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