Through the lens of athletic administration as well as on-field recruiting, this project aimed explore the interdependent factions of the Vanderbilt University football program and some of the small steps they can begin make to further improve their student athletes’ experience and compete in the SEC. Please don't hesitate to reach out to charlie.pallettfb@gmail.com if you have any questions!

1. VANDERBILT
FOOTBALL
C H A R L I E P A L L E T T
A N E W M E A N I N G T O A N C H O R D O W N
v

2. SETTING THE TONE.
A Wholistic Approach to
Program Analysis
Football programs are complex
entities comprised of
interdependent components.
In order to be successful, these
components must be in synergy.

3. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
GAME PLAN
Intro & History
Program Brand
Student Athlete Recruiting & Talent
Institutional Resources
Business Results
High Level Strategy & Scheme
The Anchor Down Vision
Program Rebuild Roadmap
Wrap up & Question Period

4. WHERE WE ARE.

5. PROGRAM MILESTONES
Timeline of Significant Events
.642 Wining %
14 SIAA or Southern
Conference
Championships
1890-1959
.283 Winning %
Tied sole bowl
appearance to TTU
(1974 Peach Bowl)
1960-1980
.309 Winning %
2 Bowl Appearances
in 30 Seasons
1981-2010
.615 Winning %
3 straight bowl
appearances
Ranked Finishes in
2012 and 2013
2011-2013
.369 Winning %
Avg 4.5 Wins Per
Season
Unable to replicate
Franklin's success
2014-PRESENT

6. -Consistent Disadvantage in Raw Talent
-Smallest Gross Revenue in the SEC (32.1 Million)
-No Major Bowl Appearance Since 1974
ATHLETIC
DISSAPOINTMENT
-Highest Graduation Success Rate in the SEC (95%)
-#15 Ranked National University
-#4 Most Beautiful Campus, #2 Best College City
ACADEMIC EXCELLENCE

7. OUR REPUTATION
Fans & Alumni Frustrated
Rapid turnover in
athletic department
senior leadership has
muddled the strategic
direction of the football
program.
Many of Vanderbilt's
most passionate
supporters have become
apathetic, citing a lack
of cohesion between the
university administration
and football program.

8. Highest rated class in
Vanderbilt history (26th)
12th rank in the SEC
Larger class than usual
2013 CLASS
TALENT BASE
Geographical
Breakdown of Roster
in James Franklin Era
GA, FL, TN, AL account for 63%
of players
42nd National Avg. Ranking
9% of Recruits from California
PRIMARY RECRUITING BASE
BEST FINDS
Ralph Webb
Gainsville, FLA
All time leader in
Rushing Yards &
Touchdowns
Oren Burks
Fairfax, VA
2x SEC Honor Roll
Wufferel Finalist
3rd Round Draft
Pick
Zach Cunningham
Pinson, AL
Butkus Award
Finalist
2nd Round NFL
Draft Pick

9. BEST FINDS
TALENT BASE
Geographical
Breakdown of Roster
in Derek Mason Era
Only non last place
finish in SEC recruiting
Transfer market also
used to gain talent
2018 CLASS
8% and 7% of players
recruited out of CA & TX
Hawaii and DMV also
see increase in signees
EMPHASIS ON
SECONDARY BASE
Kyle Shurmur
Glenside, PA
All time passing
leader (YDS +TDs)
Jeojuan Williams
Henderson, TN
2018 Second Team
All SEC
2nd Round NFL Draft
Pick
Dimtri Moore
Cedar Hill, TX
183 Tackles in 2 Years
SEC ALL Freshmen,
Academic Honor Roll

10. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
53rd 14th0 1.4
Avg. Nat.
Recruiting Rank
Median SEC
Recruiting Rank
Seasons with SEC
Talent Rank
Greater than Last
Avg NFL Draft
Picks Per Season

11. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
2019 TALENT
Breakdown According to 24/7
Sports Talent Composite
0
5
67
9
0
0 NO STARS
Highest Rated Player in
Vanderbilt's 2020 Class would
be an average of 13th best on
rest of SEC teams according to
24/7 Sports Composite.

12. RECRUITING IN THE SEC
Class & Caliber Breakdown
4 15 6
0
313.34
310.44
300.54
289.49
274.60
272.99
261.50
250.12
229.87
220.24
212.16
204.07
182.85
182.21
NO STARS
4 17 4 0
3 14 7
2 13 11
0 16 10
1 16 6
0 13 9
1 8 15
0 7 16
0 5 18
0 4 17
0 4 14
0 1 16
0 0 18
0 0 0
0 0
0 0 0
0 0 0
1 0 0
0 0
1 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
1 0 0
1
2
4
6
7
9
10
18
25
28
30
34
50
52
In 2020, there were
as many top 25
classes in the SEC
(9) than there were
> 40th place classes
in the ACC.

13. NAT. RECRUITING RANK
Class & Caliber Breakdown
0 1 22
0
187.98
185.57
182.85
182.46
182.21
182.12
181.01
179.68
178.97
NO STARS
0 2 14 0
0 1 16
0 0 27
0 0 18
0 0 20
0 2 11
0 0 24
0 0 26
0 0 0
0 0
0 0 0
1 0 0
1 0 0
0 0
1 0 0
0 0 0
0 0 0
48
49
50
51
53
54
55
56
52

14. SEC TALENT RANK
Class & Caliber Breakdown
11 58 13
4
984.96
960.16
906.17
848.48
843.93
835.68
830.34
762.68
732.68
717.92
707.72
672.74
642.83
605.06
NO STARS
14 45 25 4
7 44 32
2 40 41
3 43 33
1 38 35
4 32 47
1 23 52
1 21 59
2 16 61
1 18 56
0 4 14
0 8 73
0 5 67
6 0 0
0 0
3 0 0
2 0 0
4 0 0
0 0
4 0 0
5 1 0
4 0 0
4 0 4
9 0 1
0 0 0
2 0 1
9 0 0

15. NAT. TALENT RANK
Class & Caliber Breakdown
0 6 68
10
614.27
612.62
611.58
607.40
605.06
603.81
598.57
597.62
597.15
NO STARS
1 2 73 3
0 6 61
0 5 67
0 5 67
0 4 71
0 3 72
1 5 64
0 4 75
4 0 0
0 0
7 1 0
9 0 0
5 1 2
0 0
7 0 3
14 1 0
4 0 2
48
49
50
51
53
54
55
56
52

16. WHAT WE ARE
UP AGAINST.
FOOTBALL RECRUITING
SPENDING
$3,676,858
$2,663,467
$2,247,289
$1,426,245*
*all sports recruiting
spending

17. FACILITIES
Room For Improvement.
Only SEC member without
football only indoor facility.
Indoor practice facility is
separate building from
McGuin center (location of
training room, recovery
space and food stations).
Incoming Master Facilities
Plan from Vanderbilt
administration must strive to
bring Vanderbilt closer on
par with rest of SEC.

18. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
REVENUE STREAMS
2020 SEC PAYOUT
$651.1 million
generated by the
league.
$26.8 million for
bowl game travel
and expenses.
Total of $44.6
million
distributed to
each of the 14
member schools.
2023 ESPN/ABC TV
contract stands to
increase the annual
payout for each
school by nearly
$20 million per
year (The Sports
Journal, 2019).
NEW TV CONTACT
College merchandise
sales generate $4.6
billion dollars in
revenue in 2013.
On the heels of an
successful football
season in 2013,
Vanderbilt saw a
royalty revenue
increase by 30%.
TICKET SALES LISCENSING
2019: 28,288 average
attendance last year
(64.8% Capacity).
In 2013, Vanderbilt's
avg attendance was
35,675 (88.0%
Capacity) .

19. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
INTERNAL & EXTERNAL FUNDING
Vaderbilt spent a total of 5 million dollars on
athletics capital projects in 2018 & 2019.
Capital Projects
Clemson’s alumni contributions jumped
80% to $35 million in their first year making
the CFP in 2015.
Winning Yields Cash
The University of Tennessee yielded
$31,285,720 in athletic contributions in 2019.
State Counterpart
Totaling over $7 billion as of December 31st,
2019, Vanderbilt University has one of the 25
largest endowments in the U.S.
Internal Funds

20. WHERE WE WANT TO GO.

21. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
PROGRAM PEERS
6 Win Avg Since 2014
60th Avg Recruiting
Class
Football Revenue
$26,722,457
WAKE FOREST
7 Win Avg Since 2014
52nd Avg Recruiting
Class
Football Revenue
$63,246,903
NORTHWESTERN
9 Win Avg Since 2014
23rd Avg Recruiting
Class
Football Revenue
$44,462,092
STANFORD
7 Win Avg Since 2014
51st Avg Recruiting
Class
Football Revenue
$40,328,603
DUKE
6 Win Avg Since 2014
67th Avg Recruiting
Class
Football Revenue
$32,347,820
BOSTON COLLEGE

22. From 2011-2019
Stanford has
amassed an 86-34
record, winning
multiple PAC 12 titles
and Rose Bowls.
SUCCESS AT
STANFORD
Other schools have
attempted to follow
suit by hiring coaches
from Stanford and
imtiating their
program model.
PROGRAM
IMITATION
These schools (Rice
and Vandy) have
gone a combined 32-
67 (.323) with their
Shaw disciples since
being hired.
DISAPPOINTING
RESULTS

23. Win the most games with the
best players, defeat the
opposition by executing at a
higher level.
Operational Effectivenss
Developing unique ways of
challenging the opposition
centered around distinct
program strengths.
Unique Value Proposition

24. HOW
WE
GET
THERE.

25. "WHAT DOES IT TAKE TO BE ONE
WHO DOESN'T ACCEPT THE
CONVENTIONAL ORDER OF
THINGS AS A GIVEN?"
DAVID AND GOLIATH
MALCOM GLADWELL

26. Uncompromising commitment to the highest level
of academic, athletic and community excellence.
A NEW MEANING TO ANCHOR DOWN.

27. Significant change is required to attain
success (.369 Winning % since 2014)
Historically unsuccessful football programs
have captured success by acquiring a
strong leader, embracing an element of
unconventionality within their program
and building a powerful culture.
These program's lack of traditional
resources foster an underdog approach
and identity that transcends their
operation and in turn create their greatest
asset.
DAVID VS. GOLIATH?
THEN PLAY LIKE DAVID.

28. WAKE FOREST
MANIPULATING TEMPO
1st in offensive plays per game
since 2018
Selling point in recruiting (more
plays = more touches for
players)
Modern triple option with a
downfield threat: Elongated QB/RB
mesh point forces defenses to be
disciplined with their assignments.
32.3 points per game since 2017

29. SERVICE
ACADEMIES
OPTION FOOTBALL
Slow the game down and play to
their strengths
Forces defense to rely on discipline
and mental processing oppose to
sheer athleticism
Opposition has reduced amount of
possessions, creating a thin margin
for error
Since 2017, the Service Academies
have amassed a .602 winning % and
four 10+ win seasons in that span.

30. THE AIR RAID
PASSING TO WIN
Believe in an analytical advantage
to a heavy passing attack
Emphasize getting the ball on
perimeter oppose to risk being over
matched in the run game
Maximizes personnel usage suited to
their scheme (10 personnel and
running backs that are receiving
threats)
Routinely rank among the top
scoring offenses despite modest
recruiting class rankings (34.95
pts/gm since 2016)

31. THE PEOPLE
Catalysts to Culture Change
Few recruits choose Vanderbilt
over the rest of its SEC
counterparts.
In order to win, Vanderbilt must
think outside the box when it
comes to the players and people
that are brought into the program.

32. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
COMMODORES TRAITS
FINDING THE RIGHT PEOPLE.
Prospects that show
versatile skills and
athletic abilities
across multiple
sports.
Leaders, captains and
those that competitors
laud as being hard to
play against.
Build the board based
off what the priority
skills are for Vanderbilt's
scheme at each position.

33. NAME, IMAGE AND
LIKENESS
BECOME MARKET LEADERS.
Student athletes' ability to
profit off NIL will represent a
seismic shift the world of
amateur athletics.
NIL stands to create a
recruiting strength for
Vanderbilt due to the
university's alumni network, as
well as Nashville's market size
and affinity for college football.
Vanderbilt must concentrate
significant energy and
resources on the creation and
facilitation of NIL ventures for
their student athletes.

34. FEELS LIKE HOME.
A recruit's commitment decision is driven
largely by emotional appeal (organic
excitement, sense of belonging and trust with
those representing the university.
Emphasize early identification of most valued
prospects, as well as consistent and effective
personal communication.
In order to cultivate and nurture this emotional
appeal, the program itself must be both
inviting and exciting.
Present the innate familial strengths of
Vanderbilt (close knit community, small class
sizes etc.)
AN EMOTIONAL DECISION
EARLY COMMUNICATION
PRESENTATION

35. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
LIFE BEYOND
FOOTBALL
PREPARE ATHLETES FOR LIFE
With the average NFL career being 3.3 years and an
emerging trend of early retirements, the value of a
Power 5 football experience coupled with an elite
education is extremely valuable.
In order to take advantage of an asset the rest of
the SEC does not posses, Vanderbilt must
aggressively market the benefits of their degree.

36. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
OTHER RECRUITING STRENGTHS
Numerous major recruiting
camps are held in Nashville.
As a major travel hub in the
south, the staff has ideal
access for evaluating
prospects.
PROXIMITY TO CAMPS
As the #2 ranked college
city and #4 most beautiful
campus, Nashville is a
naturally attractive
destination for college
youth.
NASHVILLE
Vanderbilt posseses a
naturally appealing brand to
capture recruits' attention
across the country (powerful
symbols, gold colouring etc.)
BRAND

37. CULTURE
LIFEBLOOD OF A
PROGRAM
Embracing an underdog status
and developing unique
organizational methods and
tactics around this premise will
create a new culture that will
transcend the program.
Positive and pervasive culture is a
powerful force in creating
momentum on the field, in
recruiting and in the realm of
fundraising.

38. V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
FINANCIAL BENEFITS
REVENUE FROM WINNING
Football success is integral to
ensuring VU remains a member
of the SEC conference ($44.6 M
Payout in 2019).
SEC PAYOUT
SEC bowl game bonus
payouts in 2019 ranged
from $2.05M to $1.50M
(excludes conference
bowl money distribution).
BOWL GAME BONUSES
In 2013, Vanderbilt's (9-4) avg.
attendance was 35,675. A return
to this level of attendance
could increase total ticket sales
by an estimate of $ 2,038,812.
TICKET SALES
Winning typically yields more
alumni donations (no data on
dollar totals from VU's football
donations available).
ALUMNI CONTRIBUTIONS
$ 4,088,812
*estimated potential revenue
increase for a bowl eligible
season before donation and
licensing considerations.

39. ROADMAP TO RETOOL
V A N D E R B I L T U N I V E R S I T Y | A N C H O R D O W N
Role as Underdog Must Become Greatest Strength
Embrace Unconventionality Throughout Program
Become Market Leaders in NIL Opportunities
Early Identification and Contact of Valued Prospects
Build Culture Then Protect It

40. SO WHAT?
The football program
has a duty to represent
the university and
achieve at a level of
excellence similar to its
other factions.
THE STANDARD
An improved football
program contributes to
a postive school spirit
and experience for our
students athletes and
their supporting peers.
IMPROVE EXPERIENCE
A redefined commitment
to excellence strengthens
the bond between the
program and community,
creating lasting memories
along the way.
GREATER COMMUNITY

41. REFERENCES
US Department of Education: Equity in Athletics Data
Analysis
SEC NCAA Membership Financial Reports
24/7 Sports FB Recruiting Data
Forbes: Most Valuable College Football Programs
Forbes; 2019 College Football Playoff and Bowl Payouts
Statistica: Average NFL Career Length
Team Rankings: NCAA Offensive Players Per Game
2019 Vanderbilt University Financial Report
Vanderbilt University: Quick Slant- Merchnandise
Royalties Rate Rise
ESPN.com : SEC Payout 2019 Totals
Winsepedia: Vanderbilt Football All Time Record
Best College Review: Multiple Rankings Lists
SeatGeek: Average Vanderbilt Football Ticket Price

42. charlie.pallettfb@gmail.com
www.linkedin.com/in/charlie-pallett
Message For Contact
E-MAIL
LINKEDIN
PHONE NUMBER
CONTACT
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