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Hidden in Plain Sight: The Surprising Benefits of Aligning Student-Athlete Development and Sponsorships
wearegameplan.com
AGENDA
Effectiveness is increased and efficiency
created
• Introduction and housekeeping
• SA Journey
• State of SA Development
• Economics of College Athletics
• State of College Hiring / Employment
• Employer Sponsorship
• Oregon State Example
• Rutgers Example
• Action Planning
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HOUSEKEEPING
Designed and built by former student-athletes, for student-athletes, and proudly driving results for:
WHO IS GAME PLAN?
2008 Cultivated since
40+ Deployed at
Athletic Departments
50,000 Supporting over
Student-Athletes
750 Used by more than
Administrators
THE STUDENT-ATHLETE JOURNEY
The Foundation Academic Performance
Career Ready World Ready Engaged Alum
In the transition from
high school to college,
the student-athlete
must begin to
understand themselves
and their goals, the
resources available to
them, and the scope of
their commitments.
Choosing a major that
best compliments their
interests and aptitude
is foundational, as well
as the student-
athlete’s ability to learn
fundamental study and
communication skills.
In preparation for a
successful transition
into the workforce, the
student-athlete must
learn the job
acquisition process,
evaluate a range of
career interests and
professions, begin to
develop a professional
network, and develop
the skills necessary for
the job-search process.
A successful transition
to life after college
athletics includes an
awareness of their
athletic identity,
personal decision-
making skills, and
learning life skills such
as financial literacy,
health, and social media
savvy.
Successfully transitioned
alumni maintain high
levels of engagement
with the athletic
department while offering
advice, mentorship, and
connections to current
student-athletes.
THE STATE OF STUDENT-ATHLETE DEVELOPMENT
Eligibility
APR/GSR
Personal development
Career-based outcomes
“[Athletic departments should be responsible for] ensuring that the academic studies of college athletes align with career ambitions, and engagement, [in addition to the]
integration [of] life skills for student-athletes.”
“We’re moving our priority from GPAs and grad rates to getting people ready for the real world”
2015 NCAA Division I Presidential Forum
YESTERDAY TODAY
Todd Stansbury, Oregon State AD
FINANCIAL STATE OF ATHLETIC DEPARTMENTS
Spending outpaced revenues by almost 10%
Less than 10% would of ADs would have broken even
without subsidies
$199MM
$218MM
REV EXP
10%
Source: USA Today’s Database of NCAA Finances
STUDENT-ATHLETE CAREER OUTCOMES
Only 3 out of every 10 students had a job in hand upon graduation in 2015
Source: National Association of Colleges and Employers 2015 Benchmarks
COLLEGE RELATIONS & EMPLOYER BRANDING
Average recruiting budget for a university relations and recruiting operation was $532,220 Respondents cited BRANDING as the most important part of their recruiting program and will invest most heavily in it ONLINE presence in career networks lead the way in sourcing candidates
Employer brand is a top priority for our organization
We have a proactive employer brand strategy
We are investing more in our employer brand
Source: National Association of Colleges and Employers Job Outlook 2015 Survey; Linkedin 2015 Global Recruiting Trends
EMPLOYERS AND COLLEGE ATHLETICS
The top 50 employers of recent graduates hire nearly 100,000 students annually….
These employers include many of the largest college sports brands
Source: National Association of College and Employers 2016 Annual Survey of Employers
STUDENT-ATHLETES ARE PROVEN LEADERS
Traits employers value the most:
EMPLOYER SPONSORSHIP
Sponsorship category designed to increase the
awareness and value of the sponsor’s employer brand
and enhance their ability to acquire top talent
HR AND MARKETING
HR Budget
Marketing Budget
EVERYDAY CHAMPIONS: AN EXAMPLE
Effectiveness is increased and efficiency
created
1st Round Draft Choice Program Revenue producing program that allows organizations and companies to invest financially with OSU athletics and in return they deliver educational material to our strongest student-athletes (first round draft picks) that they can then hire as interns or full-time.
OSU has the organization invest into the program to reduce the cost of a bad hire due to building a relationship with student-athletes and recruiting the best of the best.
GAME PLAN CAREER MARKETPLACE
EMPLOYERS ATHLETIC DEPARTMENTS
ADs invite interested employers: sponsors alumni
and local organizations into
marketplace
Engage candidates earlier and more frequently
Promote job opportunities
and company culture
Make smarter, data-driven hires
The Game Plan talent pool has a track record of performance, is uniquely coachable, is over 70% diverse, and covers a wide
range of disciplines.
AD’s STUDENT-ATHLETE CAREER NETWORK
Effectiveness is increased and efficiency
created
• Create and publish an employer homepage
• Promote brand’s culture and values
• Publish and syndicate open positions
• Promote job opportunities across one or many
campuses
• Search a coveted, diverse body of candidates
• Engage with candidates as early as freshman year
• Build a continuous talent pipeline
BREAKING DOWN SILOS: AN EXAMPLE
Effectiveness is increased and efficiency
created
“As the needs of our student-athletes continue to evolve and grow, we’re looking for new, innovative ways to improve their experiences and support them in achieving better outcomes, and for us, Game Plan helps us to do just that. Through Game Plan, we’re able to efficiently connect student-athletes with high-quality employment opportunities and have also created new opportunities for our department to generate sponsorship revenue and manage the various employers and organizations that we work with.” Shawn Tucker, Rutgers Athletics
Sports Marketing
Student-Athlete Development
Alumni Development
• Educate while building brand equity
• Target student-athletes with industry-specific content
GAME PLAN: EXPERT COURSES
“College is a hard transition for any student – especially for athletes who are expected to juggle practices, meetings and classes…Through this innovative relationship with Game Plan, it’s our goal to meet student-athletes where they are – in an easy-to-access platform that they are already familiar with.”
Wells Fargo's SVP of Hands on Banking
UNIFYING STUDENT-ATHLETE STAKEHOLDERS
Athletic Director
SA Affairs Life Skills
Academic Advising
Coaches
GAMEPLAN
ATHLETIC DEPARTMENT
EMPLOYERS ENGAGED ALUMNI
Stakeholders provide support at each phase of the journey
Game Plan provides analytics throughout the entire path
Employers engage directly and deeply with student-athletes
Career network allows employers to transform recruiting
Employed, highly-engaged alumni
donate more, and more often
Student-athlete acquires internships and positions with
employers
Brand equity is amplified through sponsored content
IF DONE WELL…
Effectiveness is increased and
efficiency created
The student-athlete is supported in their transitions, across 100% of the journey, and is prepared for life after sport.
As a result:
Better talent can be recruited and
retained
More funds are raised and
expanded budgets can be justified
Student-athlete stakeholders’
visibility increases
Increase in student-athletes’ access to
jobs and internships
Getting started: focus on experience and quick success
• Contact Game Plan for Sponsorship Planning Guide
• Who internally do you need to work with?
• Identify sponsor(s) and or local employer(s) who have contacted the AD to hire student-athletes for intern and or full time roles
• Outline solution
• Establish the value
• Contact the employer
ACTION PLANNING
