2. WHAT ISTHE
OPPORTUNITY ?
Increase awareness and
exposure of SAAC
Attract student-athletes
and campus organizations
to participate with the
committee
Develop partnerships with
on & off campus
organizations
WHO ISTHE
AUDIENCE?
ClarkAtlanta
University Student
Athletes
Campus
Organizations
3. WHAT ISTHE IMPACT?
The “ProtectYourVoice” campaign impacts student-athletes by motivating them
to engage with and become members of SAAC, thereby increasing and protecting
their voice within the NCAA governance structure.
5. BACKGROUND
The mission of the Student-Athlete Advisory Committee is to enhance
the total student-athlete experience by promoting opportunity,
protecting student-athlete well-being and fostering a positive
student-athlete image.
SAAC is made up of student-athletes responsible for:
Assisting to review NCAA proposed legislation
Representing the voice of student-athletes to the NCAA
Providing input on issues related to student-athlete well-being
Speaking to legislative issues on the NCAA convention floor
6. Background Continued
CAU Student Advisory Committee
Has been in existence since 2008
In 2009, there were over 25 active members in the committee
In 2013, there are only twelve active members, five of which are
SAAC executive board members
There are eleven sports teams at CAU, so at a minimum there
should be 27 SAAC members, including the five executive board
members
Based on historical information from former members, many
student-athletes do not participate in SAAC or its events
Does not meet the NCAA mandatory requirement that two
student-athletes from each sport team must be SAAC members
7. Objective 1:
To inform all student-athletes of SAAC and
events by April 2013.
Survey results indicated that over 50% of student athletes feel that SAAC does
not sponsor enough events and does not adequately publicize those sponsored.
ATTITUDINAL
SAAC publicizes their events well.
SAAC sponsors enough events throughout the school year to promote their
committee and goals.
8. Survey results indicate that almost fifty percent (48%)of student athletes
do not engage with SAAC regularly and has no interest in joining the
committee.
BEHAVIORAL
I have attended at least one SAAC meeting.
I have been approached by a SAAC member in regards to joining SAAC.
I will join SAAC.
Objective 2:
To encourage all student athletes to engage with the
9. The vast majority of students surveyed, who were not student athletes,
indicated that they would partner with SAAC to host an event. 64% of the
female students surveyed and 84% of male students surveyed indicated
that they would partner with SAAC to host an event.
BEHAVIORAL
I would partner with SAAC or the Athletic Department to host an event.
Objective 3:
To obtain one community partnership and one campus
partnership to coordinate events appealing to student-
10. SITUATION ANALYSIS
STRENGTHS
Communication with-in the organization
Community Service Initiatives the athletes have completed
Committee assist athletes with school and sports issues
WEAKNESSES
Not well known on campus
No engagement with other organizations on campus
Lack of information on Athletic Department website
OPPORTUNITIES
Re-evaluate the Mission Statement
Build ambassadors from the organization
Build a strategic plan on how to have an impact on campus
Increase membership and partnership with other campus
organizations
Gain leadership experience
Develop professional and personal relationships
THREATS
Not able to accomplish committee goals
Not respected by other organizations or campus
Low membership
11. CORE PROBLEM/OPPORTUNITY
STATEMENT
Using the results of the surveys, focus group, and the interview with the SAAC President, I
developed my:
Because of continuous decline in
membership and participation, through the
“Protect yourVoice” campaign the
Student-Athlete Advisory Committee at
Clark Atlanta University gains the
opportunity to increase awareness and
exposure of the committee, attract student-
athletes and other campus organizations to
participate with the committee, and
enhance the committee’s ability to meet its
mission and goals.
12. KEY PUBLICS
Clark Atlanta University Student- Athletes
- Demographic and psychographic profile:
- Student-Athletes
- Those who want to generate a student-athlete voice within the NCAA structure
- Those who want to actively take the lead in addressing issues facing Division II
student-athletes.
- Motivating self- interests:
- Positive student-athlete image
- Recommend potential NCAA legislation
- Faculty/Student-Athlete relationships
- Championships enhancements
- Current relationship with organization & issue:
- Committee known amongst student-athletes, but not beneficial
- Third party influential and opinion leaders:
- Other campus organizations
- Students
- Faculty
- What objectives each public will help accomplish:
- Inform of SAAC and events
- Engage with SAAC and events
- Acquire organization partnerships
13. KEY PUBLICS
Campus Organizations
- Demographic and psychographic profile:
- Health goals
- Those interested in protecting student-athletes well-being
- Those committed to providing service to the communities
- Those interested in partnering with organizations with similar goals
- Motivating self- interests:
- Similar mission and goals
- Student-run organization
- Student-Athletes
- Current relationship with organization & issue:
- Committee isn’t known amongst campus
- Third party influential and opinion leaders:
- Other organizations
- Students
- Faculty
- What objectives each public will help you accomplish:
- Engage with SAAC and events
- Acquire organization partnerships
14. KEY MESSAGES
Primary message:
Although SAAC is underrepresented at CAU, the student-athletes involved have the
opportunity to become student-athlete ambassadors, acquire leadership skills, and are
enabled to review, react and comment to the NCAA governance structure on legislation,
activities and other issues of interest.
Secondary messages:
• Participate in the NCAA convention
• Promote communication between athletics administration and student-athletes
• Provide feedback and insight into athletics department issues
• Create a vehicle for student-athlete representation on campus-wide committees
15. GOAL
To increase Clark Atlanta University
student-athletes participation with the
Student-Athlete Advisory Committee.
16. Strategies:
1. Create interactive “hands-on”
communication between target
audience and SAAC which will allow
both parties to directly interact with
one another.
2. Establish an online community
sharing the impact of SAAC on
student-athletes in the communities
to drive target audiences to
committee social media pages.
Objective 1 :
To inform all student-athletes of SAAC and events
by April 2013.
Tactics:
1. Twitter
2. Instagram
3. Brochure
4. Flyers
5. Press Release
17. Strategies:
1. Attract student-athletes to participate
in SAAC events by coordinating events
appealing to them.
2. Create interaction between SAAC and
target audiences.
3. Create consistent strategy of
communication to establish clear brand
for SAAC.
Objective 2:
To encourage target audiences to engage
with the Student-Athlete Advisory
Committee by May 2013.
Tactics:
1. Twitter
2. Instagram
3. Brochure
4. Flyers
5. Events:
1. SAAC & NAESM
presents “Let’sTalk
About Safe Sex”
round table
discussion
2. “Hoops for Heart”
Basketball
Tournament
3. Student- Athlete Day
18. Strategies:
1. Make impactful impressions upon target
audiences by coordinating events that will help to
achieve the organization’s mission.
2. Build relationships with health organizations.
3. Build relationships with popular campus
organizations.
Objective 3:
To obtain two campus partnerships to coordinate events
appealing to student-athletes by May 2013.
Tactics:
1. Twitter
2. Instagram
3. Brochures
4. Flyers
5. Events:
1. SAAC & NAESM presents “Let’s
Talk About Safe Sex” round table
discussion
2. Hoops for HeartTournament
19.
20. SAAC & NAESM
presents
“ Let’sTalk About Sex”
RoundTable Discussion
Hoops for Heart
BasketballTournament
Health Center
Royal Court
23. EVALUATION
Objective 1:To inform student-athletes of SAAC and its events by April 2013.
• To evaluate the student-athletes’ awareness of SAAC and its events, a post survey
was disseminated to all student-athletes at the mandatory student-athlete
meetingApril 24, 2013.
Objective 2:To encourage all student-athletes to engage with the Student-
Athlete Advisory Committee by May 2013.
• To evaluate the student-athletes participation with SAAC, a “sign in” sheet was
made available for each team participating.
Objective 3:To obtain 2 campus partnerships to coordinate events appealing to
student-athletes by May 2013.
• The number of events coordinated with other campus organizations was used to
evaluate the partnerships acquired.
25. 55% of student athletes agree or
strongly agree that SAAC communicates
regularly with student athletes about
SACC events.
75% of student athletes plan to
participate in SAAC events.
26. I Plan to Join SAAC
Strongly Agree 17%
Agree 33%
Neither Agree/Disagree 33%
Disagree 17%
Strongly Disagree 0%
75% of student athletes
understand how SAAC benefits
student athletes
50% of student athletes plan to join SAAC
27. RECOMMENDATIONS
• Increase communication with student
athletes about SAAC
• Continue sponsoring and publicizing
ongoing activities
• Assign ambassadors to engage early
with incoming freshman student
athletes
• Develop methods to make all student
athletes aware of how SAAC benefits
them. “WIIFM” -What’s In It For Me
