1. NACMA Monitoring Trends in Collegiate Athletics
GMR Marketing //
© GMR Marketing 2009

2. There’s a New Generation of Players in College Athletics
2 // © GMR Marketing 2009

3. Overview Overview of Trends in the Collegiate Marketplace
New Technologies
Social Media Integration
Microsites
New Media
Sonic Branding
Fan Generated Content and Licensing
Strategic Positioning
Contact Information
3 // © GMR Marketing 2009

4. New Technologies New Technologies FanVision Devices
University of Michigan
Crowd Cameo
LSU Athletics, Big Ten, Pac-10, WAC, MAAC
iPhone / iPad Applications
Kansas, Minnesota, Cal, Boston College
Apps – Pitt Mobile Network App
Coming Soon:
QR Codes
Augmented Reality
Oski on Your Desk (Cal)
4 // © GMR Marketing 2009

5. Social Media Integration
Twitter
Outdoor Messaging – Marquette
Scoreboard Features - Virginia (Scoreboard)
Promotions - Penn State (Tweet Night, Like It Day)
Foursquare
University of Michigan
Facebook
ESPNU College Town
Interactive Facebook Tabs
Raiders’ Locker
Interactive Facebook Games
WCC Shoot2Hoop
Video s
5 // © GMR Marketing 2009

6. Microsites Microsites University Athletic Department Microsites
Gamecocksonlinefootball2010.com
Rock Chalk Saturdays Interactive Site
Marquette Mini Plans
Team Microsites
DukeBluePlanet.com
Conference Microsites
SixOvertimes.com
Special Events Microsites
The Big Chill at the Big House
Wisconsin Outdoor Hockey Event
Player Microsites
6 // © GMR Marketing 2009

7. New Media
Networks
Benchmarking the Success of the Big Ten Network Model
ESPN3
ESPN 3D
New Programming
ESPN Goal Line / ESPN Buzzer Beater
ESPN College GameDay Expanded
University Owned and Operated Content
University of Texas TV Network (coming soon)
Expected to formally launch in August 2011; will include programming from all of the school’s athletic teams; talks of interest in airing (1) football game and a handful of basketball games on the network
Texas could expect $3MM annual revenue from the network
Texas Tech Athletics – Reality Show
38- episode series called “The Ride” (airing weekly from Sept. 4 – May)
Provides an inside look at the athletic programs on campus
7 // © GMR Marketing 2009

8. Sonic Branding Sonic Branding
Schools are benefiting from establishing a collection of original, custom music copyrights which they own / control (without any financial investment / risk)
Schools are enjoying marketing/branding benefits in addition to establishing a new income stream (digital downloads, CDs, sponsor integration, licensing, ringtones, broadcast / in-game royalties)
Added content for broadcast, social media platforms, & website that drives revenue back to the school
University athletic departments that have invested in the sonic branding space include Texas, Ohio State, and Florida
Texas – Get Hooked
Ohio State – The Buckeye Way
8 // © GMR Marketing 2009

9. Fan Generated Content and Licensing
Fan Generated Music Videos
Univ. of Wisconsin – Teach Me How to Bucky
650,000+ views; produced by Zooniversity Music
Drove iTunes downloads and merchandise sales
Univ. of Oregon – I Love My Ducks (Return of the Quack)
630,000+ views; produced by supwitchagirl
Licensing
Hot Licensed Products: ESPNU College Town Facebook Game, Collegiate Snuggies, Victoria’s Secret PINK Collegiate Collection, Old Navy/Best Buy Collegiate Products, Upper Deck Trading Cards
Knights Apparel emerged as the #1 College Apparel Licensee in 2009 (not Nike or adidas)
62% of Collegiate merchandise is now sold in Q3/Q4 (only 18% is sold in Q1)
Women’s, youth, and infant/toddler apparel are quickly growing categories (23.8% of apparel sold)
9 // © GMR Marketing 2009

10. Strategic Positioning
Northwestern – “Chicago’s Big Ten Team” Campaign
Intended to drive awareness, ticket sales, fan interest
Includes (7) billboards, transit, radio, print, and online components
Memphis – “Hometown Pride” Campaign
“Home Grown”, “This is Memphis Football”, “M-Town Pride”
Pac-10
Rebranding, conference expansion, realignment
New focus on becoming 1st college conference with an international marketing plan (with plans to air Pac-10 games in Asian countries)
Big Ten Network – “Give Big” Campaign
Cause marketing initiative highlighting a remarkable service effort by University representative each week on the Big Ten Tailgate Show
Promoting efforts via Facebook, Twitter, and a microsite
10 // © GMR Marketing 2009

11. Contact Information
For More Information
Brian Gainor
GMR Marketing
5000 S. Towne Dr.
New Berlin, WI 53151 P: E:
11 // © GMR Marketing 2009