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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
• YouTube (does any high
school use this
medium?)
• LinkedIn – a little bit of
a stretch
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
• 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
Or …
