University of Kentucky Basketball

John Calipari

Kentucky Basketball

Executive Summary

In the year 1903, the University of Kentucky officially began its college basketball program after coach Mustaine called together some students and told them to start playing basketball. He gathered $3 to buy a ball and the team went 1-2 in their first season. After the 2012 National Championship season, the men’s basketball was projected to produce $20.8 million in revenue, while spending $12.6 million for an $8.2 million dollar profit.

This PR campaign will be targeted towards the collegiate basketball fan base. A lot of coaches, administrators, NBA personnel, and fans of the game have differing opinions of how John Calipari runs his program at Kentucky. He is infamously known as the one and done coach. Since 2006, the NBA has enforced an age limit to enter the NBA draft, discontinuing the trend of high school athletes skipping college and entering the draft straight out of high school. The NBA doesn’t require players to go to college, which is contrary to what many believe. The rule states they must be out of high school for a year or be 19 years old. Calipari has been notorious to recruiting the top high school players in the nation, having them for one season, and then sending them off to the NBA.

The primary goal of this campaign is to change the negative thoughts or feelings about coach Calipari and how he runs his program regarding the one and done college rule. He does what is best for his kids and his athletes, putting them first. This plan will promote the positivity of allowing kids to make decisions for themselves regarding their professional vs. collegiate lifestyles. It will also point out the strengths and empowerment Calipari is giving the athletes that come into his program.

Background

The University of Kentucky basketball program has created a culture of greatness, an unrivaled tradition of excellence and high standards. The Wildcats men’s program holds eight national championships, with the most recent title coming in 2012 in John Calipari’s third season as head coach. Kentucky is the winningest program in the history of college basketball, holding the most all time wins and the highest all time winning percentage in the history of the game.

Kentucky has been to the tournament 54 times, ranking first in wins with 118. The Wildcats are the only team to have won multiple NIT and NCAA tournaments. Kentucky has played in 16 final fours, sitting only behind UCLA and North Carolina among the most appearances all time. Kentucky has had five different championship coaches, including Rupp, Pitino, Hall, Smith, and Calipari. History states that the basketball program started in 1903, and coach Calipari continues to lead the program forward as the 22nd head coach in the program.

Situation Analysis

Young athletes coming out of high school and looking for direction and growth can go to the University of Kentucky and play for a coach who is looking out for them and their best interests on and off the court, even if that means spending only one year in college.

Strengths

Provide a collegiate athletic atmosphere Fun and engaging social environments Gives athletes prime facilities to train in and play in Gives athletes exposure to NBA scouts and front office personnel Gives athletes an opportunity to be apart of a team with peers Allows the athletes to obtain a first class education on top of basketball Provides a learning environment from a great coach Allows the athletes to better themselves before going into the professional world, on or off the

court

Weaknesses

Some student athletes may not want to be there The classwork may be pushed aside if they know they can play professionally Time commitment required without pay

Opportunities

Program revenue increases, helping the university and the community Learning to be professional on and off the court Showcasing talents for future employment

Threats

Professional leagues in Europe that pay instead of going to school The NBA D-League allowing kids to skip school and play professionally before becoming elgible

for the NBA draft

Objectives

The ultimate goal of this campaign is to increase approval rating from fans, participants, and administrators in the one and done college basketball ruling and how John Calipari runs his program at Kentucky, which showcases and encourages players to do what is best for them, whether that be stay in school or go play professionally.

Show the positive outcomes of student athletes attending college, no matter for how long Inform all incoming freshman into college basketball programs about the one and done rule,

including the pros and cons Promote the positive influence John Calipari is having on the kids that come through his

program

Audience

The intended audience for this specific plan is the current coaches at the high school and college level, educational administrators, fan bases around the country, and the incoming student athletes themselves. This is a large group, but can be divided in smaller sub sections.

Incoming freshman athletes- This group is targeted because they need to be taught and made aware of the pros and cons of the one and done rule, and how it can affect their future. A lot of these young kids don’t understand what they are getting themselves into by entering the professional basketball world, which is very competitive. They also don’t understand what college can do for them. This will allow them to become aware of what John Calipari is doing at Kentucky and why.

Current coaches- this campaign helps coaches at the high school level become aware of why Calipari does what he does, and what that mean for his future student athletes. High school coaches have a big influence on where the student athletes will sign to go to college. This also targets current college coaches, and encourages them to do what is best for their student athletes, even if that means leaving their program early.

Administrators and fans- Some of the administrators don’t understand why a coach would encourage a kid to leave his education behind and go to the NBA or seek other professionally playing opportunities. Fans are in this same boat. They may become confused or angry, and that comes from a lack of understanding. This campaign teaches and informs, showing that the best interest of the athletes is being taken into account.

Strategies

The strategy is to use the success stories of student athletes who have left school early and found success, and also athletes who have stayed in school and sought professional opportunities later in their education, either on or off the court. Promotion will come through social media, blogs, magazines, books, Coach Cal’s book, word of mouth, discussion of fan boards, and personal accounts of the student athletes. These things will all inform and teach the people around the country who have an interest in collegiate athletics and what goes on with the athletes and their decisions that affect themselves and the programs they go to or support.

Tactics

National media coverage Blogs Activity department presentations and promotions Testimonials of those involved Freshman forums aimed at teaching the incoming student athletes Stories placed in magazines such as Sports Illustrated All-access looks into the Kentucky basketball program Commercials

Calendar/Timeline

The campaign will have to remain consistent to reach its full potential because there are different groups of people being targeted and basketball at Kentucky is a year round event, including recruiting and deep NCAA tournament runs. The prime time will be during the NCAA college basketball season, which starts in November and ends with a National Championship in early April.

Kentucky holds combines for NBA scouts to come in and watch their practices and take notes down about the prospects at the school who could have a potential to turn professional. This is an opportunity to hear from NBA scouts about the benefits the kids are receiving from the extra exposure.

Coach Calipari gives all-access looks into his program with camps and open practices for coaches to pay a fee and come in and watch him run a practice with his program. These are ways to show he cares about the kids and what opportunities they have.

Budget

The budget will be based on what the university provides for the basketball program. Wildcat basketball brings in hefty revenue, upwards of $8 million a season.

Printing- $5,000

Events- $400,000

Commercials- $55,000

Promotions and presentations- 300,000

Professional stories written in magazines, including testimonials- $1,000

Evaluation

Send out online surveys through the online chats and blogs for people to fill out about their perception of John Calipari and Kentucky basketball

Measure the perception before the campaign begins and then measure it again at the end to see how it changed and why

Talking with athletes who have gone through the program and experienced the conversations had about turning pro or staying in school

Anonymous surveys sent out to current college coaches and high school coaches about what they think about the program and what they would encourage their student athletes to do

Survey

Objectives- this is to gain an understanding of what the audience thinks of the one and done rule, and the Kentucky basketball program, led by John Calipari, which seems to support it.

Audience- this is intended for the current coaches at the high school and college level, educational administrators, fan bases around the country, and the incoming student athletes themselves. This gauges an interest and understanding in the rule among the different parties involved.

Methodology-

Do you feel positive or negative about the one and done rule in college basketball?

A) PositiveB) Negative

Do you feel positive or negative about the Kentucky basketball program?

A) Positive B) Negative

Do you like or dislike John Calipari as a coach?

A) Like B) Dislike

Do you think student athletes are treated fairly?

A) Yes B) No

Do you think college athletes should be paid?

A) Yes B) No

Do you think athletes should be able to skip college and enter directly into the NBA after high school?

A) YesB) No

On a scale from 1-5, with 5 being very important and 1 being not important at all, how important do you think a college education is?

A) 1 B) 2C) 3D) 4E) 5

John Calipari, Head Coach of the Kentucky Men’s Basketball Team to Keynote the NCAA Men’s Annual Basketball Conference

Indianapolis-NCAA Offices

Who: John Calipari, Head Coach of the Kentucky Men’s Basketball Team

Keynote Speaker at the NCAA Men’s Annual Basketball Conference

When: August 8, 2015, 6-9pm

Where: John Wooden Fieldhouse at the NCAA offices in Indianapolis, North 15 th avenue between 39th and 40th Streets, Indianapolis, IN

Additional Information on NCAA Men’s Annual Basketball Conference

This year’s theme is the evolving student athlete, including a discussion on the one and done rule in college basketball. John Calipari will highlight the pros and cons of having the one and done rule, along with other current college coaches.

John Calipari will share his personal experiences dealing with the one and done rule and how that impacts his recruiting tactics and techniques.

For more than a decade, the annual NCAA men’s basketball conference has provided insight and leadership for college coaches around the country.

About the NCAA Men’s Basketball Conference

The National Collegiate Athletic Association is a membership-driven organization dedicated to safeguarding the well-being of student-athletes and equipping them with the skills to succeed on the playing field, in the classroom and throughout life. This conference allows coaches to connect, discuss, and improve their teaching methods and programs.

To RSVP to the NCAA Men’s Annual Basketball Conference or to collect the remarks being shared, please contact Jason Matson, director of external relations and public affairs, in the NCAA offices at Matson@NCAA.com or call at 495-345-2499

Contacts

NCAA Offices

Jason Matson 495-345-2499

Matson@NCAA.com

Media KitUniversity of Kentucky Basketball

University of Kentucky 512 Wildcat Street, Lexington, KY 40506

NEWS RELEASEMarch 25, 2015IMMEDIATE RELEASE

Contact Information: Nate Hartman, Communications Director

Office: (208) 623-1217Fax: (208) 220-2312

Email: Hartman@yahoo.comUniversity of Kentucky Basketball Goes Undefeated Through Regular Season

The University of Kentucky Runs the Table

LEXINGTON, KY- John Calipari, the 22nd head coach in the history of Wildcat basketball, has led his team to an undefeated regular season that included the SEC championship, and landing the number one overall seed in the NCAA Tournament.

Kentucky Athletic Director Derek Hartman said, “We are fortunate to have Calipari lead our program and continue our tradition of excellence. The Wildcats are coming off a season in which they lost the national championship game to UCONN, and are proving they are out on a mission this season. With the majority of the roster returning for another season, the Wildcats opened the season as the number one ranked team and haven’t looked back since.

The University of Kentucky basketball program has created a culture of greatness, an unrivaled tradition of excellence and high standards. The Wildcats men’s program holds eight national championships, with the most recent title coming in 2012 in John Calipari’s third season as head coach. Kentucky is the winningest program in the history of college basketball, holding the most all time wins and the highest all time winning percentage in the history of the game.

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Fact Sheet

The University of Kentucky basketball program has created a culture of greatness, an unrivaled tradition of excellence and high standards.

The Wildcats men’s program holds eight national championships Kentucky is the winningest program in the history of college basketball Kentucky holds the most all time wins and the highest all time winning percentage in the history

of the game. Kentucky has been to the tournament 54 times, ranking first in wins with 118 The Wildcats are the only team to have won multiple NIT and NCAA tournaments Kentucky has played in 16 final fours, sitting only behind UCLA and North Carolina among the

most appearances all time Kentucky has had five different championship coaches, including Rupp, Pitino, Hall, Smith, and

Calipari History states that the basketball program started in 1903, and coach Calipari continues to lead

the program forward as the 22nd head coach in the program Kentucky was the first college basketball team to reach 2,000 total wins Kentucky ranks first overall in NCAA tournament appearances, wins, sweet 16’s, and elite 8’s Kentucky has 52 SEC regular season titles and 29 SEC tournament championships

Backgrounder

The University of Kentucky basketball program has created a culture of greatness, an unrivaled tradition of excellence and high standards. The Wildcats men’s program holds eight national championships, with the most recent title coming in 2012 in John Calipari’s third season as head coach. Kentucky is the winningest program in the history of college basketball, holding the most all time wins and the highest all time winning percentage in the history of the game.

Kentucky has been to the tournament 54 times, ranking first in wins with 118. The Wildcats are the only team to have won multiple NIT and NCAA tournaments. Kentucky has played in 16 final fours, sitting only behind UCLA and North Carolina among the most appearances all time. Kentucky has had five different championship coaches, including Rupp, Pitino, Hall, Smith, and Calipari. History states that the basketball program started in 1903, and coach Calipari continues to lead the program forward as the 22nd head coach in the program.

Op-ed Persuasive Piece or Pitch Letter

John Calipari has led the University of Kentucky men’s basketball team to continued success after being named the 22nd coach in team history in 2009. Calipari has been notorious for recruiting the best players in the nation, putting a team together of potential NBA all-stars, and winning as many games as he can for a season before sending them off to the NBA. Many fans, coaches, and administrators have an issue with this, thinking he is hurting the game of college basketball and these kids by having them come to college for only one season before pursuing professional aspirations in the NBA.

Calipari has had unprecedented success at the toughest university to achieve that. He brings together ten all-stars, and has them playing unselfishly and together while winning basketball games. Calipari even wrote a book entitled, “Players First: Coaching from the Inside Out.” He states and shows evidence of caring for his kids, and doing what is best for them. He is honest with them throughout the season about their play and development, and honestly tells them where they are projected to go in the draft and what they need to do. He doesn’t make the decision for them, saying you need to stay or you need to go. He gives them an honest evaluation and lets them make the decision, while caring for them and their well being throughout the entire process they are in his program or not. Calipari has marketed his program and kids, putting them in the best positions possible to succeed.

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