Marketing your Athletic Program

– More than Filling Seats

Dr. David Hoch, CMAA

National Directors of Athletics Conference

December 12, 2016

What is Marketing?

• For many, marketing = filling seats at a venue

• May confuse it with promotional efforts

• Ironically promotions and advertising are aspects / components of marketing

• But much more is involved!!!

Operational Definition

• Marketing is the effort of

promoting the positive

aspects of a company and its

products or service

• And of course, a subtle

message: …”Please buy our

product. It’s good”

• How does this apply to high

school athletic programs?

Marketing of the High School Athletic

Program

• It is NO different than that of

a major corporation

• But marketing first starts

with your Brand

• Which represents the

company’s market identity:

• Who they are, what they do,

what they stand for – this is

the company’s brand

What is your Brand?

• Your answer better have

something to do with

Education-Based Athletics!!!

• An educational opportunity in

which young people grow and

develop

• Do these points represent

what you do in your program?

• What is your Brand?

• What do you represent?

What is your Target Market…or who are you trying to reach?

• Parents

• …perhaps to a lesser

degree – athletes

• The community

• Taxpayers

• You are looking for

understanding,

appreciation & support

How do you Promote your Program?

• Remember, marketing: …

promote positive aspects

• Use every means / method

• At meetings – PTA, booster,

civic

• Even one-on-one

conversations!

• … And consider

Internet Marketing – a new Specialty

• Website, one common example. Facebook,

etc.

• If you don’t have the time or expertise …

• Student aids – but you do have to supervise

and monitor; by the way – students have the

skills

• IT staff in school or district

• Maybe a coach with the knack

Social Media Marketing

• Twitter

• Facebook

• YouTube (does any high

school use this

medium?)

• LinkedIn – a little bit of

a stretch

• Instagram

Why Social Media Marketing?

• Gain exposure for the

positive aspects of your

program

• Encourages followers to

‘share’ with others

• Exists as an ‘Earned’

message as opposed to

‘Paid’ media efforts.

Others trust friends

Marketing with Twitter

• Sure … quick notices: bus will be late

• How about? Girls’ Soccer Team volunteering at soup kitchen

• Wrestling team collecting toys for Toys for Tots

• Positive, notable happenings / accomplishments

Using Facebook to Market

• Photos of team community

service projects

• Names of coaches who

earned AIC and CIC

national coach certification

• Notice of latest

sportsmanship award

• PS – athletes use Instagram;

parents use Facebook

Blogs

• Patrick McHugh, AD, North

Shore Country Day School

• He writes about

developments, inspiration;

education-based athletics

• It is wide open – you can

address issues, concerns AND

subtly market your program

The most Common Medium –

The Website

• Under-utilized in most programs

• May post schedules, results, photos, highlight championships …

• Do you promote your successes (not wins!)?

• Do you explain the concept of education-based athletics?

Old-Fashion Newsletterwith a Modern Twist

• The e-mail newsletter –

highlight positive aspects

• Jeannette Bruno (NJ)

pioneered this approach

• Article appeared in April 2011

issue of High School Today!

• This IS marketing your

program

• What do you promote?

Community Service

• Demonstrates the positive

aspects of young people

• Provide the details & photos

to the media

• Share the experience on

Facebook, website & …use

Twitter

• Let the world know your

student-athletes care & give!

National Certification of your Coaches

• Let community know that

your coaches ARE

professional!

• This certification effort will

provide a better environment

for the student-athletes!

• This initiative is a critical

piece in education-based

athletics

Additional Marketing for Coach

Certification

• Beyond website & Social media …

• Post names in gym lobby display case!

• List in PTA newsletter

• Contact local newspaper & lobby for an article

• Why these extra efforts? Also, motivation for coaches

Unique: Highlight ‘Positive’

Sportsmanship

• Remember that the negative always hits the media

• Counter with examples of positive sportsmanship

• ‘Feed’ the illustrative examples to the press

• Highlight good examples on your website

• A perfect way to market your program

Feature Successful Alumni

• No … not that they played

in college

• Not that they became a pro

athlete

• Create link between

perseverance, leadership,

teamwork, etc. gained

through athletic participation

& success in life

Honor Athletes who Earned Academic

Awards

• Whether it be your league, county or state association, list athletes who earn academic awards

• Emphasize athletes who go onto college, beyond the few who earn a scholarship

• Reference national studies: athletes earn higher GPA’s during season

Also, use National Studies

• #1 reason young people participate – have fun & enjoy the experience

• Better attendance rates

• Fewer discipline problems

• Athletes learn through participation: Leadership, teachable moments, teamwork – life-long skills

• Market this!!!

Create New Opportunities to

Recognize Athletes & Coaches

• Athlete / Coach of Month

– for service,

sportsmanship

• Honor: exemplary ethics

or integrity

• Acknowledge outstanding

leadership

• …And, of course, publish

& post the award winners

Repeatedly Explain Education-Based

Athletics

• Many surrounding your program may not understand the concept

• They may not understand the value and importance

• You have to spell it out for parents & the community

• Remember, marketing is promoting the positive

• It means explaining your “Brand”

Marketing your Program

• Will take time & effort

• Is absolutely vital

• Builds support

• Helps to ensure the future

• Can’t be overlooked

• Involves more than filling

seats!!!

Questions & Contact Information

• Dr. David Hoch, CMAA

DavidHochretAD@gmail.com

Or …