© GMR Marketing 2009
NACMA
Monitoring Trends in Collegiate Athletics
GMR Marketing // 10.28.10
2 // © GMR Marketing 2009
There’s a New Generation of Players in College Athletics
3 // © GMR Marketing 2009
Overview
Overview of Trends in the Collegiate Marketplace
• New Technologies
• Social Media Inte...
4 // © GMR Marketing 2009
New Technologies
New Technologies
• FanVision Devices
• University of Michigan
• Crowd Cameo
• L...
5 // © GMR Marketing 2009
Social Media Integration
Social Media Integration
• Twitter
• Outdoor Messaging – Marquette
• Sc...
6 // © GMR Marketing 2009
Microsites
Microsites
• University Athletic Department Microsites
• Gamecocksonlinefootball2010....
7 // © GMR Marketing 2009
New Media
Networks
• Benchmarking the Success of the Big Ten Network Model
• ESPN3
• ESPN 3D
New...
8 // © GMR Marketing 2009
Sonic Branding
Sonic Branding
• Schools are benefiting from establishing a collection of origina...
9 // © GMR Marketing 2009
Fan Generated Content and Licensing
Fan Generated Music Videos
• Univ. of Wisconsin – Teach Me H...
10 // © GMR Marketing 2009
Strategic Positioning
Northwestern – “Chicago’s Big Ten Team” Campaign
• Intended to drive awar...
11 // © GMR Marketing 2009
Contact Information
For More Information
Brian Gainor
GMR Marketing
5000 S. Towne Dr.
New Berli...
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Monitoring Trends in Collegiate Athletics

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The deck details new trends in collegiate athletics, including new technologies, social media, microsites, new media, strategic positioning, sonic branding, licensing, and more.

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Monitoring Trends in Collegiate Athletics

  1. 1. © GMR Marketing 2009 NACMA Monitoring Trends in Collegiate Athletics GMR Marketing // 10.28.10
  2. 2. 2 // © GMR Marketing 2009 There’s a New Generation of Players in College Athletics
  3. 3. 3 // © GMR Marketing 2009 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
  4. 4. 4 // © GMR Marketing 2009 New Technologies New Technologies • FanVision Devices • University of Michigan • Crowd Cameo • LSU Athletics, Big Ten, Pac-10, WAC, MAAC • iPhone / iPad Applications • Kansas, Minnesota, Cal, Boston College • Apps – Pitt Mobile Network App • Coming Soon: • QR Codes • Augmented Reality • Oski on Your Desk (Cal)
  5. 5. 5 // © GMR Marketing 2009 Social Media Integration Social Media Integration • Twitter • Outdoor Messaging – Marquette • Scoreboard Features - Virginia (Scoreboard) • Promotions - Penn State (Tweet Night, Like It Day) • Foursquare • University of Michigan • Facebook • ESPNU College Town • Interactive Facebook Tabs • Raiders’ Locker • Interactive Facebook Games • WCC Shoot2Hoop • Video Emails
  6. 6. 6 // © GMR Marketing 2009 Microsites Microsites • University Athletic Department Microsites • Gamecocksonlinefootball2010.com • Rock Chalk Saturdays Interactive Site • Marquette Mini Plans • Team Microsites • DukeBluePlanet.com • Conference Microsites • SixOvertimes.com • Special Events Microsites • The Big Chill at the Big House • Wisconsin Outdoor Hockey Event • Player Microsites • http://www.cam2newton.com/
  7. 7. 7 // © GMR Marketing 2009 New Media Networks • 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 • 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
  8. 8. 8 // © GMR Marketing 2009 Sonic Branding Sonic Branding • Schools are benefiting from establishing a collection of original, custom music copyrights which they own / control (without any financial investment / risk) • 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) • Added content for broadcast, social media platforms, & website that drives revenue back to the school • 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
  9. 9. 9 // © GMR Marketing 2009 Fan Generated Content and Licensing Fan Generated Music Videos • Univ. of Wisconsin – Teach Me How to Bucky • 650,000+ views; produced by Zooniversity Music • Drove iTunes downloads and merchandise sales • Univ. of Oregon – I Love My Ducks (Return of the Quack) • 630,000+ views; produced by supwitchagirl • Drove iTunes downloads and merchandise sales Licensing • 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)
  10. 10. 10 // © GMR Marketing 2009 Strategic Positioning Northwestern – “Chicago’s Big Ten Team” Campaign • Intended to drive awareness, ticket sales, fan interest • Includes (7) billboards, transit, radio, print, and online components Memphis – “Hometown Pride” Campaign • “Home Grown”, “This is Memphis Football”, “M-Town Pride” Pac-10 • 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 • 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/
  11. 11. 11 // © GMR Marketing 2009 Contact Information For More Information Brian Gainor GMR Marketing 5000 S. Towne Dr. New Berlin, WI 53151 P: 262.780.5694 E: bgainor@gmrmarketing.com Twitter: @BrianGainor

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