Background

Founded in 1906, the National Collegiate Athletic Association

(NCAA) oversees intercollegiate athletics in the United States.

This includes providing marketing support for institutions and

conferences hosting annual championships in a range of sports.

Challenge

The NCAA Championships Marketing team helps host institutions

generate awareness and promote ticket sales for NCAA

championships. Previously, the team shipped marketing materials

to each host location. Many times, these items were not used or

didn’t reach the hosts in a timely manner, leading to little return on

investment. Some hosts are named a few days before competition,

leading to a tight turnaround to supply them with meaningful

materials.

To complicate matters, some hosts develop their own materials. The

NCAA needed to ensure that the NCAA brand was upheld as these

host sites applied the NCAA logo and other branded elements to their

materials. The NCAA Championships Marketing team spent significant

time approving these one-offs via email.

In addition, the NCAA found it difficult to manage reimbursements

for marketing funds it allocated to each host. Once the host

submitted a reimbursement form with receipts, the NCAA issued

the funds. However, the methods used to keep track of forms,

receipts, and payments were not efficient.

Solution

To streamline interactions with host institutions and ensure brand

consistency and compliance, the NCAA launched the NCAA

championships promotions website powered by Saepio. This

marketing hub enables hosts to retrieve materials – including Web

banners, print ads, radio spots, email blasts, billboards, and more – and

quickly construct and customize event-specific content that adheres

to NCAA brand guidelines. Because each marketing template contains

a recipe for how to dynamically assemble saved marketing objects

– such as images, text blocks, and logos – into finished marketing

materials, the host can easily create needed materials.

case study NCAA

Local Marketing Management

NCAA

The NCAA needed an efficient way to provide marketing support

to help championship host institutions and conferences generate

awareness and promote ticket sales for 88 different NCAA

championships. Using Saepio’s platform technology, host sites can

quickly construct and customize event-specific marketing materials

that adhere to NCAA brand guidelines, while saving time and money.

© 2011 Saepio, Inc. saepio.com info@saepio.com

021511

Results

Once logged in to the site, hosts see all materials available to them

based on their funding level. If they customize assets with their own

artwork, text, or logos, the NCAA Championships Marketing team is

notified via email and logs in to review the materials. Once approved,

the host downloads the file format of its choice: .FLV, EPS, JPEG, TIFF, or

PDF. Once an institution finds out it’s hosting a championship round,

it’s consumed by many operational tasks, such as getting its field or

court ready. With Saepio solution, the marketing aspect is a lot easier.

Because all materials are online, the NCAA no longer allocates

resources to printing and sending materials. Plus, it can easily track

usage. Before implementing Saepio, the NCAA didn’t know if schools

were using the materials. Now it can decide whether or not to

discontinue items based on statistical data. For example, the NCAA

previously offered both radio and TV ads. But once it saw that TV spots

were not being used, it stopped providing them for selected hosts. This

insight, enables the NCAA to move insightfully, allocate budgets and

better serve the hosts.

To learn more about Saepio’s solutions, visit us at www.saepio.com or call 1.877.468.7613.

© 2012 Saepio, Inc. saepio.com info.saepio.com