Build Your Program"s Brand (NWCA Convention 2011)

2011 NWCA Convention

Fort Lauderdale, Florida

Wrestling Professionals Looking to Innovate College Athletics

August 7th, 2011

Overview of Presentation

Wrestling Professionals Looking to Innovate College AthleticsAug.2011

Slide(i)

1. Marketing Management 101

2. Core Product vs. Product Extensions (slides 1-2)

3. Positioning Your Product (slides 3-7)

4. Build-a-Brand (slides 8-12)

5. Conclusions/Questions (slide 13)

Marketing Management 101

Aug.2011

Slide(ii)

Wrestling Professionals Looking to Innovate College Athletics

Tips:1. Know your career aspirations!!!

2. Study how to get there

3. Structure life accordingly

4. Master the art of self-discipline

5. Embrace life’s challenges!!!

*Failure is when you do not work towards your full potential

“Success is the masterful application of the fundamentals on a daily basis”

The Core Product


Slide(1)

The Game Form (rules and regulations)

The influence of three-point line in basketball

Coaches and Players (quality, marketability, visual appeal)

The draw of the athletes on your team

Equipment (quality of equipment)

Game equipment & apparel

Unique College Wrestling Elements:– Conduct– Academic Performance– Other

Product Extensions


Slide(2)

The areas surrounding the core product that help enhance consumer interest.

Consider these coaches:

1. Entertainment (e.g., music, giveaways, competitions)

2. Supplementary content (e.g., videos, media guides, etc.)

3. Personnel and Process Customer Service Interactions Under promise and over deliver!!!

Positioning Your Product


Slide(3)

It is critical that you develop sound strategies to position your product effectively.

Considerations:a. Product Differentiation

b. Product Development

c. Product Position

d. Product Branding

a. Product Differentiation


Slide(4)

The process of making your product unique when in comparison to other sport organizations

Implementing strategies to “get a leg up” on the competition

Examples: Innovative promotions from quality market research

World class customer service

Innovative bundling (inclusion of technology)

Innovation Nation


Slide(5)

1. What types of things can you do to make sure that you are differentiating yourself from a marketing standpoint?

2. What can college wrestling as a whole do to make sure that the sport is differentiating itself from competitors?

Please be INNOVATIVE and be

ready to discuss!!!

b. Product Development


Slide(6)

Process to enhance the quality of productSound research base Involvement of key personnel for input

Constantly driven by evaluation and feedback

Should be constant process as industry evolves

c. Product Positioning


Slide(7)

Positioning your product so that your brand will be recognized by consumers (e.g., commercials, logo, promotions)

Process involves defining the market that will be targeted for product

Research can help determine whether to maintain position or attempt to reposition the product.

http://images.google.com/imgres?imgurl=http://www.thirdwayblog.com/images/1600/Nike%2520LeBron.jpg&imgrefurl=http://www.thirdwayblog.com/category/nike/&usg=__fR9eeH3A4u0zvQkUX1_RHsy9j4g=&h=450&w=450&sz=44&hl=en&start=15&um=1&tbnid=drQGitNnuIwa1M:&tbnh=127&tbnw=127&prev=/images?q=nike&hl=en&safe=off&um=1

d. Product Branding


Slide(8)

Development of your image through the different elements that are connected with your wrestling program.

Starting point: name, logo, and symbols associated with program.

Most important elements: All individuals and actions associated with your program

Associated Brand Elements


Slide(9)

Core Product (at events):Competitiveness (winning/tradition)Program styleEntertainmentConduct

Related Extensions (examples): Actions of coaches on a day-to-day basis Student-athletes performance in the classroom Student-athletes conduct outside of competition Program visibility on campus and in community

Examples of Brand “De-Valuing”


Slide(10)

1. The byproduct of the “bunker mentality”= socially awkward or worse

2. The seriousness of scraping= thug, jerk, or names I cannot put on PowerPoint

3. Inability to show interest in classroom= “jock” or lazy

4. Poor participation on campus/in community= only care about themselves

Be proactive and intentional about your brand!!!

Innovation Nation


Slide(11)

1. What goals should programs have in mind when attempting to build their brand?

2. What tips would you have for programs looking to achieve these brand-related goals?

Steps to Build “Top Tier” Brand


Slide(12)

1. Engage in strategic planning with staff

2. Implement policies to support brand initiatives

3. Invest in educational initiatives with team

4. Get creative with marketing efforts

5. Assess, evaluate, and constantly build

Tips from Tom & Terry Brands: Embrace a “it starts with you” mentality Be intentional with your brand each day Leave a legacy worth remembering

The End…


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”

Today’s Lucrative Lesson: Embracing the Power of Day

Build Your Program"s Brand (NWCA Convention 2011)

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