2011 NWCA Convention Fort Lauderdale, Florida Wrestling Professionals Looking  to  Innovate College Athletics August 7 th ...
<ul><li>Marketing Management 101 </li></ul><ul><li>Core Product vs. Product Extensions  ( slides 1-2) </li></ul><ul><li>Po...
Marketing Management 101 Aug. 2011 Slide (ii) Wrestling Professionals Looking  to Innovate College Athletics <ul><li>Tips:...
<ul><li>The Game Form  ( rules and regulations ) </li></ul><ul><ul><li>The influence of three-point line in basketball </l...
<ul><li>The areas surrounding the core product that help enhance consumer interest. </li></ul><ul><li>Consider these coach...
<ul><li>It is critical that you develop sound strategies to position your product effectively. </li></ul><ul><li>Considera...
<ul><li>The process of making your product unique when in comparison to other sport organizations </li></ul><ul><li>Implem...
<ul><li>What types of things can you do to make sure that you are differentiating yourself from a marketing standpoint? </...
<ul><li>Process to enhance the quality of product </li></ul><ul><ul><li>Sound research base </li></ul></ul><ul><ul><li>Inv...
<ul><li>Positioning your product so that your brand will be recognized by consumers (e.g., commercials, logo, promotions) ...
<ul><li>Development of your image through the different elements that are connected with your wrestling program. </li></ul...
<ul><li>Core Product (at events): </li></ul><ul><li>Competitiveness (winning/tradition) </li></ul><ul><li>Program style </...
<ul><li>The byproduct of the “bunker mentality” </li></ul><ul><ul><li>= socially awkward or worse </li></ul></ul><ul><li>T...
<ul><li>What goals should programs have in mind when attempting to build their brand? </li></ul><ul><li>What tips would yo...
<ul><li>Engage in strategic planning with staff </li></ul><ul><li>Implement policies to support brand initiatives </li></u...
The End… Wrestling Professionals Looking  to Innovate College Athletics Aug. 2011 Slide (11) Quote from Winston Churchill ...
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Build Your Program"s Brand (NWCA Convention 2011)

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PowerPoint slides for presentation on program branding that I did at the 2011 NWCA Convention in Fort Lauderdale, Florida.

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Build Your Program"s Brand (NWCA Convention 2011)

  1. 1. 2011 NWCA Convention Fort Lauderdale, Florida Wrestling Professionals Looking to Innovate College Athletics August 7 th , 2011
  2. 2. <ul><li>Marketing Management 101 </li></ul><ul><li>Core Product vs. Product Extensions ( slides 1-2) </li></ul><ul><li>Positioning Your Product ( slides 3-7 ) </li></ul><ul><li>Build-a-Brand ( slides 8-12 ) </li></ul><ul><li>Conclusions/Questions ( slide 13 ) </li></ul>Overview of Presentation Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (i)
  3. 3. Marketing Management 101 Aug. 2011 Slide (ii) Wrestling Professionals Looking to Innovate College Athletics <ul><li>Tips: </li></ul><ul><li>Know your career aspirations!!! </li></ul><ul><li>Study how to get there </li></ul><ul><li>Structure life accordingly </li></ul><ul><li>Master the art of self-discipline </li></ul><ul><li>Embrace life ’s challenges!!! </li></ul><ul><li>*Failure is when you do not work towards your full potential </li></ul>“ Success is the masterful application of the fundamentals on a daily basis”
  4. 4. <ul><li>The Game Form ( rules and regulations ) </li></ul><ul><ul><li>The influence of three-point line in basketball </li></ul></ul><ul><li>Coaches and Players ( quality , marketability , visual appeal ) </li></ul><ul><ul><li>The draw of the athletes on your team </li></ul></ul><ul><li>Equipment ( quality of equipment ) </li></ul><ul><ul><li>Game equipment & apparel </li></ul></ul><ul><li>Unique College Wrestling Elements : </li></ul><ul><ul><li>Conduct </li></ul></ul><ul><ul><li>Academic Performance </li></ul></ul><ul><ul><li>Other </li></ul></ul>The Core Product Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (1)
  5. 5. <ul><li>The areas surrounding the core product that help enhance consumer interest. </li></ul><ul><li>Consider these coaches: </li></ul><ul><li>Entertainment (e.g., music, giveaways, competitions) </li></ul><ul><li>Supplementary content (e.g., videos, media guides, etc.) </li></ul><ul><li>Personnel and Process </li></ul><ul><ul><li>Customer Service Interactions </li></ul></ul><ul><ul><li>Under promise and over deliver!!! </li></ul></ul>Product Extensions Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (2)
  6. 6. <ul><li>It is critical that you develop sound strategies to position your product effectively. </li></ul><ul><li>Considerations: </li></ul><ul><ul><li>Product Differentiation </li></ul></ul><ul><ul><li>Product Development </li></ul></ul><ul><ul><li>Product Position </li></ul></ul><ul><ul><li>Product Branding </li></ul></ul>Positioning Your Product Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (3)
  7. 7. <ul><li>The process of making your product unique when in comparison to other sport organizations </li></ul><ul><li>Implementing strategies to “get a leg up” on the competition </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Innovative promotions from quality market research </li></ul></ul><ul><ul><li>World class customer service </li></ul></ul><ul><ul><li>Innovative bundling (inclusion of technology) </li></ul></ul>a. Product Differentiation Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (4)
  8. 8. <ul><li>What types of things can you do to make sure that you are differentiating yourself from a marketing standpoint? </li></ul><ul><li>What can college wrestling as a whole do to make sure that the sport is differentiating itself from competitors? </li></ul><ul><li>Please be INNOVATIVE and be </li></ul><ul><li>ready to discuss!!! </li></ul>Innovation Nation Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (5)
  9. 9. <ul><li>Process to enhance the quality of product </li></ul><ul><ul><li>Sound research base </li></ul></ul><ul><ul><li>Involvement of key personnel for input </li></ul></ul><ul><li>Constantly driven by evaluation and feedback </li></ul><ul><li>Should be constant process as industry evolves </li></ul>b. Product Development Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (6)
  10. 10. <ul><li>Positioning your product so that your brand will be recognized by consumers (e.g., commercials, logo, promotions) </li></ul><ul><li>Process involves defining the market that will be targeted for product </li></ul><ul><li>Research can help determine whether to maintain position or attempt to reposition the product. </li></ul>c. Product Positioning Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (7)
  11. 11. <ul><li>Development of your image through the different elements that are connected with your wrestling program. </li></ul><ul><li>Starting point : name, logo, and symbols associated with program. </li></ul><ul><li>Most important elements: All individuals and actions associated with your program </li></ul>d. Product Branding Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (8)
  12. 12. <ul><li>Core Product (at events): </li></ul><ul><li>Competitiveness (winning/tradition) </li></ul><ul><li>Program style </li></ul><ul><li>Entertainment </li></ul><ul><li>Conduct </li></ul><ul><li>Related Extensions (examples): </li></ul><ul><ul><li>Actions of coaches on a day-to-day basis </li></ul></ul><ul><ul><li>Student-athletes performance in the classroom </li></ul></ul><ul><ul><li>Student-athletes conduct outside of competition </li></ul></ul><ul><ul><li>Program visibility on campus and in community </li></ul></ul>Associated Brand Elements Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (9)
  13. 13. <ul><li>The byproduct of the “bunker mentality” </li></ul><ul><ul><li>= socially awkward or worse </li></ul></ul><ul><li>The seriousness of scraping </li></ul><ul><ul><li>= thug, jerk, or names I cannot put on PowerPoint </li></ul></ul><ul><li>Inability to show interest in classroom </li></ul><ul><ul><li>= “jock” or lazy </li></ul></ul><ul><li>Poor participation on campus/in community </li></ul><ul><ul><li>= only care about themselves </li></ul></ul><ul><ul><li>Be proactive and intentional about your brand!!! </li></ul></ul>Examples of Brand “De-Valuing” Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (10)
  14. 14. <ul><li>What goals should programs have in mind when attempting to build their brand? </li></ul><ul><li>What tips would you have for programs looking to achieve these brand-related goals? </li></ul>Innovation Nation Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (11)
  15. 15. <ul><li>Engage in strategic planning with staff </li></ul><ul><li>Implement policies to support brand initiatives </li></ul><ul><li>Invest in educational initiatives with team </li></ul><ul><li>Get creative with marketing efforts </li></ul><ul><li>Assess, evaluate, and constantly build </li></ul><ul><li>Tips from Tom & Terry Brands: </li></ul><ul><ul><li>Embrace a “it starts with you” mentality </li></ul></ul><ul><ul><li>Be intentional with your brand each day </li></ul></ul><ul><ul><li>Leave a legacy worth remembering </li></ul></ul>Steps to Build “Top Tier” Brand Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (12)
  16. 16. The End… Wrestling Professionals Looking to Innovate College Athletics Aug. 2011 Slide (11) Quote from Winston Churchill : “ To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitting their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been their finest hour ” <ul><li>Today ’s Lucrative Lesson : </li></ul><ul><ul><li>Embracing the Power of Day </li></ul></ul>

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