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NIAAA
LEADERSHIP TRAINING COURSE
611
CONCEPTS AND STRATEGIES
FOR DEVELOPING
INTERSCHOLASTIC MARKETING
PLAN
Editors and Contributors
Kevin M. Bryant, CMAA
Warner Pacific College
Dr. Scott J. Smith, CAA
Central Michigan University
Cynthia McMannon, CMAA
Arizona Interscholastic
Association
Rebeca Moran, CMAA
Flossmoor, IL
Dr. Eric Forsyth
Bemidji State University
Brian Cain, CAA
Newport, Vermont
Charles Jones, CAA
Indianapolis, Indiana
Marc Haught, CMAA
Wichita, KS
NIAAA Leadership Training
Disclaimer
• The concepts and strategies discussed hereinafter are for general instructional purposes only and should not be used as a substitute for legal advice. While the information and recommendations contained hereinafter have been compiled from sources believed to be reliable, the NIAAA makes no guarantee as to, and assumes no responsibility for, the correctness, sufficiency, or completeness of such concepts, strategies or recommendations. You are instructed to seek the advice of your school’s legal counsel before incorporating any such concepts, strategies or recommendations into the management or conduct of your school’s athletic program. Other or additional safety measures may be required under particular circumstances of your school’s athletic program.
• THERE ARE NO WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO WARRANTIES OF PERFORMANCE, MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. In no event will the NIAAA, its agents or employees be liable to you or anyone else for any decision made or action taken in reliance on the information contained herein or for any consequential, incidental, special or similar damages.
The Contemporary
Economic Climate
• Decreased state assistance to local districts
• Inflation
• Competition for entertainment dollars
• Creates 4 alternatives
– Increase revenues (tickets, fees)
– Pass on some costs
– Cut programs
– Engage in supplemental fund-raising
LTC 611 Course Objectives
• Give high school athletic directors a foundation
of marketing tools to utilize at their school.
• The role of branding as it pertains to a high
school athletic department marketing plan.
• The role of sponsorship and promotion as part of
a high school athletic department marketing
plan.
• Provide information on additional funding
sources for high school athletic departments.
Course Overview
• Chapter 1 – Marketing
• Chapter 2 – Creating a Brand
• Chapter 3 - Sponsorship
• Chapter 4 – Promotional Events
• Chapter 5 – Other Funding Sources
Chapter 1 Marketing
Definition of Marketing
• Marketing is the activity, set of institutions and
processes for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners and
society at large. (AMA)
• Marketing activities enhance:– Image, community support, corporate support,
student enrollments, program participation, spectator enthusiasm and contest attendance, supplemental fundraising
5 P’s of Marketing
• Product
• Price
• Placement
• Promotion
• People
Elements in the Marketing Process
• Marketing Philosophy
– The basis of why
• Marketing Plan
– Development of objectives based upon inventory
• Marketing Program
– Implementation strategies
• Marketing Campaign
– Plan execution
– Evaluation/Review
What Marketing is Not
• Just Selling a Product
• A Single Project
• A Program Done By One Individual
• Something That Should Not Be Under
Constant Review
Athletic Director’s Role
• AD’s ever-increasing financial considerations
(shortfalls = need for increased fundraising)
• Must work effectively with community groups
such as booster club, community support
groups, and local government.
• Must develop marketing & fundraising plans
• Must have leadership, management &
communication skills
• Ensure focus on doing the right thing for student-
athletes
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Key Elements of a Philosophy
• It should:
– Have a mission statement
– Create guidelines for partnerships
– Benefit the organization
– Establish organizational buy-in
– Consistent with local school and district
philosophical standards and policies
– Maintain high ethical standards
– Creating a culture of change
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Inventory
• See AttachmentFundraising
ActivitySchool
Organization Date of ActivityEstimate Man
HoursOverhead
Investment Gross Revnue Net Profits
ex. Coupon Cards Football july 1 - july 31 200 200 prizes 2000 1800
Total Net Profit 1800
Studying Your Schools Current
Revenue Streams
• How much does your school market each year?
– Excel spreadsheet of what is happening
• Who does the most? What are they doing?
• Think through every thing. Athletics, Band,
Choir, Drama, Yearbook, Clubs, Newspaper.
• Gives you a good look at how much money you
are already taking from your community.
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Marketing Resources
What Do You Have To Sell• You are giving a business access to a desirable
market….must see it this way
– What makes sense for them to buy into?
– Any legal issues related to sponsorship in your
district, school, league or state?
– What do you have to “sell”?
• Student athletes who are students first
• Games, events, with a year long reach
• Clientele that is not going anywhere
• Signage, programs, PA announcements, game
sponsorships, events
Resource Study
• Develop A Marketing Packet
– See attached draft
linkC:\Users\Test\Desktop\LTI
Documents\slide 21.pdf
Your Schools Demographics
• This is where you get a bit more sophisticated.
• What is your school like? – # of staff educated, caring, involved
– # of students 14-18 year olds
– Schools economic impact in your community
– Number of families - not just students
– Schools in the community are gathering place
– What large businesses have employees in your area?
– Trying to justify their investment of funds because they are doing this to get market share.
– Be careful that you honest about your numbers
ACTIVITY
• What are some alternative funding
resources your athletic department has
used?
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Strategies
• Sponsorship
• Logo development
• Promotion events
• Other funding sources
Components of Marketing Plan
Marketing Plan
Philosophy
Inventory
Resource Study
Brand
Strategies
Evaluate/Review
Annual Review
• Revisit the Inventory Study
• What components of the marketing
package are selling – what parts are not
• Is the pricing appropriate
• Refine marketing materials – update and
keep current
• Recognize sponsors and provide
incentives for early reenrollment
BREAK
10 MINUTES
Chapter 2 Creating a Brand
Definition of Brand
• A marketing strategy that creates a name,
symbol or design that identifies and
differentiates a product from other
products.
• Your brand is:
– Who you are
– Who you want to be
– Who people perceive you to be
Why Should Schools Brand?
All members recognize the message
Generates PRIDE
Unifies members of the organization
PEOPLE WANT TO BE PART OF THE BRAND
Components
• Logo/Motto/Slogan
• People
• Electronic Presence and Social Media
• Signage
• Promotional Items
• Uniforms
• Mascot
• Culture
• Curb Appeal
Brand Recognition
Enhancing your School Brand
• Setting expectations
• Consistency
• Communication
• Controlling the Brand
Mistakes in Branding Process
• Multiple Versions of Logo
• Poor Quality
• Lack of Control
• Lack of Communication
• Relying upon Logo Only
Fixing a Broken Brand
• Evaluate the Challenges with the Current Brand/List the
Reasons Change is Necessary
• Communicate to Staff Why Revitalizing the Brand is
Necessary – They should be the First to Know
• Get Leadership Involved
• Protect What is Valuable
• Does the Logo Need a Facelift
• Have a Relaunch Campaign
• Protect the New Brand/Logo
Step in Logo Development or
Redesign
• Be unique
• Create emotion
• Consider color
• Use consistent font
• Use and exclusion zone
• Consider what different size do to appearance
• Keep it easy and simple
• Consider a professional designer
• Don’t be too trendy
• Develop a style guide
Example of a Logo Redesign
Logo Usage
• Consistency
– Color, size, location, use
• Accessibility
• Central control
• Standardized documents for print and
other usage purposes
• Usage policy
Activity
• Branding
– What is your public identity?
– What do you want people to think about when
they see your logo?
Chapter 3 - Sponsorship
Sponsorship Overview
• Defining Sponsorship
• Justification for Corporate Sponsorship
• Resistance to Sponsorship
• Understanding Corporate Financial Goals and Objectives
• The Sponsorship Process
Sponsorship
A marketing strategy wherein one or
more individuals or organizations
provide resource support for an
athletic program in exchange for
enhanced public relations and
heightened visibility
Justifications
• Historically associated with intercollegiate fund-raising
• More recently active at secondary level because of funding cuts, inflation, desire to avoid ticket price increases, reduced tax and tuitions revenues:– Scoreboard funding
– In-kind contributions of labor and material
– Cash contributions for public recognition and good will
– Contest program advertising
– Signage and displays
– Uniform contract agreements
• No cost to school or district
Resistance To Corporate
Sponsorship
• Philosophic belief about traditional funding for high school sports programs
• Fears about corporate influence in the curriculum or school life
• Allegations of corporate monopoly
• Health concerns over vending machine products
• Ethical concerns about slave labor industries
• Concerns about amateur status violations for acceptance of equipment/shoes
• Creation of elitist or select teams or recruitment to schools that are “sponsored” by a shoe or uniform company
Marketing vs. Asking for Gifts
• Don’t want businesses to give you “gifts”
• Requires a shift in mindset
• You want advertising dollars
• Create partners - not donors
• Match your inventory to partners
Why Sponsors Partner
With Schools• Target audience
• Mission of school
• Enhanced:
– Sales
– Market share
– Public relations/good will
– Corporate image
– Product visibility
Things Sponsors May Provide
• Cash• Seasonal or Annual Fees• Sales Profits• Expenses• Uniforms/Shoes• Equipment• Community Good Will• Product/Logo Exposure• Capital Gifts for Projects
What Sponsors Want In Return
• Radio/TV Advertising
• Contest Program Advertising
• Message Board/PA Advertising
• Ads or Coupons on Game Tickets
• Merchandise Display
• Merchandise Distribution
• Signage/Banners
• Naming Rights
Potential Sponsors
• Look for those sponsors that are naturals already
– Fast Food, Pizza, Superstore, Sporting goods, Music,
Bookstore, Car dealer, Bank, Grocer, Radio/TV,
Printer/Copier, Restaurants, Soft drink, Workout
facility, Signage company, Retirement community,
Movie Theater, Gas Station, Hotel/Motel
• Who is the best contact?
• Network
• Limit contact per sponsor
Keys to a Successful
Sponsor Contact
• Know your marketing plan
• Look for partnerships vs. sales
• Community-wide approach
• Know something about their business
• Listen to the potential sponsor
• Know who to makes the decision
• Customize presentation to fit the potential
sponsor
Nurturing Sponsor
Partnerships
• Do not sell what you do not have
• Monitor sponsor satisfaction
• Show your appreciation
• When you err make it right with the sponsor
• Communication
• Future needs
Example of personalized
sponsorship packet
c\Desktop\LTI 611 documents\DC Program.pdf"
Total Sponsorship Package
Break
10 MINUTES
CHAPTER FOUR
PROMOTIONS
“Activities To Sell Your Brand”
Promotional Catagories
• Large group activities and communications
• Other mass communication efforts
• Contest attendance promotions
Large Group Activities and
Communications
• Open Houses
• Parent meetings
• Schedule Posters
• Billboards
• Newsletters
– Preseason
– Midseason
– Postseason
• Business Signboard
• School athletic and or
Booster Club website
• Booster club events
Additional
Large Group Communications
• Preseason scrimmages
• Awards Nights
• Preseason parent meetings
• Newsletters
• Schedule posters
• Use of business “signs” electronic or static
• Think of these times as opportunities to do more than hand out information
Special Events
• Golf tournament
• Golf Marathon
• Auctions
• Athons
• Tournaments
• Night of the Tigers
• Alohapalooza
• Booster Luncheons
• Worlds largest car
wash
• Midnight Madness
• Tiger Bowl
• Chicken and Bean
Bowl spring FB game
Mass Communication Methods
• Local access cable PSA or game replays
• TV, Radio, School or local newspaper coverage
• Use of flyers to local businesses
• Build on established momentum
• Posters, murals, window displays
• Direct mail by Booster Club
• AD “trade outs” for PA announcements and signage with local TV/Radio/Print media
• Inserts in bills, grades, pay envelopes
• Billboards, Moving panels on buses, bus stops, taxicabs, grocery carts
Electronic
• Website
• Live Stream
• Social Media
• Smartphone Apps
Website
Marketing and Promotions
• Does your current athletic website have information on:– Coaches contact
– Accurate updated schedules
– Fundraising/Marketing opportunities
– Booster Club information, meetings and how to join?
– Hall of Fame
– All League athletes from the past year?
– Logos
– Mission statement
– Is the site user friendly?
Website Marketing Tips
• Website is your calling card---first image others see
• All information must be current/Up to date
• Most basic sought after pieces in prominent areas
• Keep it simple, not busy background etc
• Fonts should be business like
• Fix missing links
• Test and retest new or redesigned sites
In Game Promotions/Contests
• Basketball shooting (3pt, pairs, FT, half court)
• FB field goal kicking
• Class attendance
• Faculty vs. Students scrimmage at halftime
• Special attendees
• Human bowling
• Skits or promo by upcoming school play
• Singing group
• Blazer dancer idea
• College stunt team
• Special announcer for that game
• Radio station promo
Admission Price Incentives
• Family pricing
• Mother/Daughter or
Father Son night
• Youth sports free with
paying parent
• Little bro or sis free
with current HS
student
• Grandparent night
• ½ price school color
night
• Two for one
• Letter winners night
• Faculty family night
• Alumni/Homecoming
Game Themes/Special Events
• Hall of Fame
• Homecoming
• Special appearance by a celebrity
• Coaching milestone
• Scoring record broken
• Hawaiian, vacation, wild west night
• Jam the Gym, Pack the Pit
• Dress up/Prom Night
• 50’s Night with sock hop following
• Mascot Night
• Fan of the Year
• Band/Concert to follow game
Drawings and Raffles
• 50/50 drawings
• Door prize drawings
• Food coupons for free
or discounted meals
• Large prize raffles
• Entertainment
coupons
• Vegas raffle
• Weekend trips
• Booster Club spirit
pack
– Must be present to win
idea
– Helps build crowds
– Excitement
– Anticipation
– Enjoyment
Keys to Putting on Successful
Events
• Clear vision and expectations for outcomes– Fundraising goal
– How the money will be split up afterward
• Sufficient help to organize the event– Clear lines of authority and freedom to do the jobs needed
– Get the right bodies involved not just a “warm bodies”
• Clear and achievable timeline
• Advertising campaign – Who is doing what and when are they doing this?
• Day of event people support is critical– Set up and break down plan
• Evaluation plan following the event– Send thank you notes to key people and participants
Keys to making sure your
event fails!
• Lack of planning
• Lack of volunteer support
• Incorrect pricing
• Poor communication
• Lack of publicity
• Bad timing
• Picking the wrong method of fundraising
• Unrealistic expectations
• Poor rewards
• Repeat of the “same old” fundraiser
• Not planning for problems related to the event (weather, time of yr etc)
• Legal issues related to event
• Low quality merchandise
• Community fundraising fatigue
• Not prepared to cut your losses
Final Thoughts on Promotions
• Under promise your sponsors then over deliver
• Be creative, change things up
• Quality over quantity
• Engage students in the process (sports marketing or marketing class)
• Excellence is a habit…daily
• Make if fun….people will return
5 Minute Activity
• What is a promotional opportunity that you
can use to have an immediate positive
impact on your school brand?
CHAPTER FIVE
OTHER FUNDING
SOURCES
Chapter Overview
• Booster Clubs
• Naming Rights
• Grants
• Gifts
Your Booster Club Needs
• What are your top three issues with your booster club currently?
(1)
(2)
(3)
After deciding on your three share with 3-4 people around you.
Things to Make Note of with
Booster Club Organization• Organizing your Booster Club
– All sport vs individual sport booster clubs ISBC
• By-Laws
• Non profit 501 ( c ) 3 status
• Developing Leadership of your booster club
• Meetings
• Role of athletic administrator/school
• Role of the booster club
• How are funds distributed?
• Other legal issues related to booster clubs– Title IX
– Concession Permits
ISBC’s vs. All Sport BC’s
ISBC’s
• Flexibility
• Shorter timelines for
decisions
• Focus on one program
• Strength of program
• Alumni connection easier
• Take advantage of sport
specifics
• Coach driven
All Sport BC’s
• Big picture outlook
• Larger pool of volunteers
• Community focused-more
business contacts
• Build all programs
• Assist with weaknesses
of overall program
• Budget/Finance issues
• Broad appeal
• Board driven
Role of the AD within
your Booster Club
• “Comfort the afflicted and afflict the comfortable”– Use your position to challenge and encourage others.
• Give direction but don’t take over or “they” will let you– If you want to be the Booster Club chair/president they will let
you….don’t let that happen
• Do your best to help recruit and train strong leadership for the future– Look for partners you can work and grow with.
• Attend all called meetings– Give your time and energy to help organize these but don’t get
caught doing everything.
It Is Crucial That all Members
Understand
• That the fundamental purpose of the
booster club is supplemental fundraising
• That they serve in an advisory capacity
• Regulatory, policy and personnel
decisions are the responsibility of the
school administration as mandated by
state law
Review on Booster Clubs
• You were asked earlier, what are your
biggest challenges with your current
booster club situation, what will you do
differently as a result of your time today?
• How will your involvement changes as a
result when you return home?
Naming Rights
• Definition
• Ideas
Naming Rights Issues and
Considerations• Ethical history of the individual or corporation
• Avoidance of identity with alcohol or tobacco or gambling
• Subsidiary corporations of a conglomerate
• Is a corporate contribution
– A lead gift
– Funding partnership with school district or booster club
– Total grant for construction/remodeling
• Costs for construction estimates
• Referendum for school or district costs
• Can costs be placed in the annual budget without damage to other programs?
• Open hearing needed?
• Marketing and sponsorship obligations and for what time frame?
Grants
• Definition
• Ideas
Preliminary Considerations
• Grants may provide short-term funding for
new program development or to support
current programs and services
• Can be a time consuming process
• May require services of someone with
grant writing expertise
• Best to develop relationships and cultivate
friendships
• Start with small grants and move to larger
Major Gifts
Major Gifts to Jump Start a Project
Major Gift Fundraising
Overview• Project examples to help you wet your appetite
• Three most important things about donors
• Lead donor kicks off your project right
• Must have a defined project not just an idea
• Sign-off from your school and district
• Project management/timeline
• Fundraising is like coaching a team
• Gift plans
• Sources for gifts
• Who should be asking for gifts?
• The value of a priority prospect list
• Following up major gift requests to a conclusion
Large Project Examples
• Track remodel
• All weather turf field project
• Gym remodel
• Grandstands/covered stands
• Weight room
• Hitting cages
• Baseball/Softball fields and facilities
• Scoreboards
• Permanent Hall of Fame locations
Sources of Gifts
• Local foundations that have given to your school or community
• Business owners
• Alumni business owners/retired
• Gifts of stock, land or other means
• Don’t forget to open yourself up to being shocked
• Be creative with any idea that has merit and is legal
• Auctions
• Partners vs. Donors philosophy
Three Critical things to know
about donors that give large
gifts (over $25,000)• Must be generous
– Solid history of giving generous gifts to nonprofits hopefully in your area
• Must be passionate about the project– Show passion through current or former involvement
in your project/school or something like it
• Must have capacity to give the gift – Have they given large gifts previous? Do they own
their own business? Do they have income available to them from other sources?
Jump Starting Your Project
with a Lead Gift• Lead gift is usually 10-20% of the total to get you
off and running.
• Think long and hard before announcing your lead gift. Gives time for planning and working on your donor list and communication.
• Stimulates the rest of the giving for the project
• Lead giver becomes the chair or a key player in the project
• Will usually lead to getting key friends to join the effort.
• Naming rights could be a part of the gift.
Work on a defined project
not a dream
• Drawings help make a dream a reality
• Need buy in/buy off from your administration at
the building and district level
• Get district or school paperwork done to keep
the powers that be satisfied (see TTSD
example)
• Get needed advice ahead of time so your costs
and timelines are realistic
• Share the vision in many different settings as
possible
PRESENT A SPECIFIC PROJECT-
ARCHETIC PICTURES
LTC 611 Summary
• Marketing and finance of interscholastic athletics requires eclectic communications and leadership styles, perseverance, creative planning, innovation, and highest level integrity in dealing with program funds
• Interaction with the public, support groups and other potential donors is becoming a fundamental part of the contemporary task
• Supplemental fund-raising is a challenging responsibility that requires ongoing research of the most productive and efficient revenue production methods
• The ability to serve as an effective steward of resources while improving the quality of a program speaks volumes about the leadership of an athletic administrator
On Behalf of the NIAAA
THANK YOU
For
Participating in Today’s
Workshop
Evaluation/Review
Bold Leadership
Bold leadership is clarity around and an unreasonable commitment to what should be.
Andy Stanley
OKLAHOMA CITY
PUBLIC SCHOOLS ATHLETICS
10 High Schools
10 Middle Schools
Create a Brand
Know your vision
• Rebuild fields• Reduce Coach Turnover
• Coaches Professional Development• Recognition• Coaches Covenant
• Leave a Legacy• Choose to Serve• Learn your Craft• Complain Up• Lead with Love
• Increase Student Athlete Participation• Build Community• Increase game attendance• Student Athlete Mentoring• Character Recognition Program
• When the right things aren’t rewarded the wrong things get repeated
You establish a vision so that
you know where you want to
go and what you want to do
BUT focus on your…..
“WHY”
People aren’t
interested in what
you do but rather
why you do what you
do.
Help kids see beyond
their current
circumstance and
write a better story.
“Coaches influence more kids in a year than
an average person does in a lifetime.”
-- Billy Graham
We had a brand, a vision, and knew
our ”why” so our next step was to
share our story on a tour of our
facilities with potential community
partners.
Part of our story and our
“WHY”
Athletes Non-Athletes
Graduation 99% 77%
Attendance +38
GPA 2.82 2.11
Fields and Futures
From that tour Fields and Futures was created. It is a non-profit that solely raises money for OKCPS Athletics. We found that people are interested in supporting but either didn't know the needs or didn't trust giving their money to the school directly. Took the vision and simplified it to three things.• Build• Empower• Inspire
WEBSTER MIDDLE SCHOOL – BEFORE
WEBSTER MIDDLE SCHOOL – AFTER
CAPITOL HILL HIGH SCHOOL – BEFORE
CAPITOL HILL HIGH SCHOOL – AFTER
CAPITOL HILL HIGH SCHOOL – AFTER
CAPITOL HILL HIGH SCHOOL – AFTER
TAFT MIDDLE SCHOOL – BEFORE
TAFT MIDDLE SCHOOL – AFTER
ROOSEVELT MIDDLE SCHOOL – BEFORE
ROOSEVELT MIDDLE SCHOOL – AFTER
Since 2012, just over $8 million has
been donated to OKCPS Athletics
through community partnerships.
• 6 Baseball Fields
• 6 Football/Soccer Fields
• 6 Softball Fields
• 6 Weight Rooms
• Coaches Clinics
• Coaches Social
• Bowtie Ball
• ELEVATE ( Character Program)
• District Awards Banquet
• Field Maintenance
• Endowment
• Field Maintenance
Equipment
• Batting Cages
• Sports Equipment
• Rally4schools
• OKC PAL Youth League
Our story is not your story but every school and district has a story. You just
have to know yours and share it!
