Transcript NACMA - Monitoring Trends in Collegiate Athletics

NACMA
Monitoring Trends in Collegiate Athletics
GMR Marketing // 10.28.10
© GMR Marketing 2009
There’s a New Generation of Players in College Athletics
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Overview
Overview of Trends in the Collegiate Marketplace
• New Technologies
• Social Media Integration
• Microsites
• New Media
• Sonic Branding
• Fan Generated Content and Licensing
• Strategic Positioning
• Contact Information
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New Technologies
New Technologies
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FanVision Devices
• University of Michigan
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Crowd Cameo
• LSU Athletics, Big Ten, Pac-10, WAC, MAAC
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iPhone / iPad Applications
• Kansas, Minnesota, Cal, Boston College
• Apps – Pitt Mobile Network App
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Coming Soon:
• QR Codes
• Augmented Reality
• Oski on Your Desk (Cal)
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Social Media Integration
Social Media Integration
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Twitter
• Outdoor Messaging – Marquette
• Scoreboard Features - Virginia (Scoreboard)
• Promotions - Penn State (Tweet Night, Like It Day)
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Foursquare
• University of Michigan
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Facebook
• ESPNU College Town
• Interactive Facebook Tabs
• Raiders’ Locker
• Interactive Facebook Games
• WCC Shoot2Hoop
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Video Emails
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Microsites
Microsites
• University Athletic Department Microsites
• Gamecocksonlinefootball2010.com
• Rock Chalk Saturdays Interactive Site
• Marquette Mini Plans
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Team Microsites
• DukeBluePlanet.com
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Conference Microsites
• SixOvertimes.com
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Special Events Microsites
• The Big Chill at the Big House
• Wisconsin Outdoor Hockey Event
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Player Microsites
• http://www.cam2newton.com/
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New Media
Networks
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Benchmarking the Success of the Big Ten Network Model
ESPN3
ESPN 3D
New Programming
• ESPN Goal Line / ESPN Buzzer Beater
• ESPN College GameDay Expanded
University Owned and Operated Content
• University of Texas TV Network (coming soon)
• Expected to formally launch in August 2011; will include programming
from all of the school’s athletic teams; talks of interest in airing (1) football
game and a handful of basketball games on the network
• Texas could expect $3MM annual revenue from the network
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Texas Tech Athletics – Reality Show
• 38- episode series called “The Ride” (airing weekly from Sept. 4 – May)
• Provides an inside look at the athletic programs on campus
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Sonic Branding
Sonic Branding
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Schools are benefiting from establishing a collection of original,
custom music copyrights which they own / control (without any
financial investment / risk)
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Schools are enjoying marketing/branding benefits in addition to
establishing a new income stream (digital downloads, CDs, sponsor
integration, licensing, ringtones, broadcast / in-game royalties)
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Added content for broadcast, social media platforms, & website that
drives revenue back to the school
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University athletic departments that have invested in the sonic
branding space include Texas, Ohio State, and Florida
• Texas – Get Hooked
• Ohio State – The Buckeye Way
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Fan Generated Content and Licensing
Fan Generated Music Videos
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Univ. of Wisconsin – Teach Me How to Bucky
• 650,000+ views; produced by Zooniversity Music
• Drove iTunes downloads and merchandise sales
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Univ. of Oregon – I Love My Ducks (Return of the Quack)
• 630,000+ views; produced by supwitchagirl
• Drove iTunes downloads and merchandise sales
Licensing
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Hot Licensed Products: ESPNU College Town Facebook
Game, Collegiate Snuggies, Victoria’s Secret PINK Collegiate
Collection, Old Navy/Best Buy Collegiate Products, Upper
Deck Trading Cards
Knights Apparel emerged as the #1 College Apparel Licensee
in 2009 (not Nike or adidas)
62% of Collegiate merchandise is now sold in Q3/Q4 (only
18% is sold in Q1)
Women’s, youth, and infant/toddler apparel are quickly growing
categories (23.8% of apparel sold)
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Strategic Positioning
Northwestern – “Chicago’s Big Ten Team” Campaign
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Intended to drive awareness, ticket sales, fan interest
Includes (7) billboards, transit, radio, print, and online components
Memphis – “Hometown Pride” Campaign
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“Home Grown”, “This is Memphis Football”, “M-Town Pride”
Pac-10
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Rebranding, conference expansion, realignment
New focus on becoming 1st college conference with an international
marketing plan (with plans to air Pac-10 games in Asian countries)
Big Ten Network – “Give Big” Campaign
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Cause marketing initiative highlighting a remarkable service effort by
University representative each week on the Big Ten Tailgate Show
Promoting efforts via Facebook, Twitter, and a microsite
http://www.btngivebig.com/
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Contact Information
For More Information
Brian Gainor
GMR Marketing
5000 S. Towne Dr.
New Berlin, WI 53151
P: 262.780.5694
E: [email protected]
Twitter: @BrianGainor
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