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SERVICE • 1st to offer a website for all students to order • no online live customer support • 1st to offer an online ordering process with “live” proofing • no website order process • 1st to offer online live chat customer support from 8 a.m. till late with an average 8 second response time • 1st to offer “Online Graduation Fair” • 2 week turnaround on orders “with options” • 6 to 10 week turnaround on orders • 1st to offer no cut-off dates • small windows for ordering with expensive penalties if you miss the deadline

• some vendors still have deadlines QUALITY • announcements are “personalized” with a student’s name and any • most were “non-personalized” accomplishments announcements with a “name card” insert • 1st to offer font and color choices • 1st to offer multi-color foil stamped with 3D texture and • mostly printed seals, some foil stamping embossing • 1st to offer 80 to 100 lb. linen cardstock • light weight paper VALUE • 10-25% less than most other companies, saving students • 10-25% more expensive than time and money Signature Announcements • 1st to offer complete packages to meet every student’s needs • À la carte pricing

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TABLE OF CONTENTS

20 | QUALITY SERVICE: APPLYING DISNEY’S FORMULA TO COLLEGE ATHLETICS Disney’s relentless focus on their guests — and guests’ experience — is similar to the 2012-13 NACDA OFFICERS AND EXECUTIVE COMMITTEE collegiate gameday environment. In conjunction with NACDA, Disney Institute is sharing ideas on how to go above and beyond with customer service in the collegiate spectrum, asking: In OFFICERS President order to differentiate the university and be successful, how will you think about your fans — Kevin Anderson University of Maryland as guests, rather than simply customers? 1st Vice President Mike Alden University of Missouri 22 | ‘OUR’ CAMPAIGN: REDEFINING THE BRAND 2nd Vice President Jim Phillips Northwestern University Marketing campaigns on college campuses are introduced every season. They are used to create a 3rd Vice President sense of energy, or momentum for an intercollegiate athletics department. Grand Valley State Tim Selgo Grand Valley State University University and the University of Illinois recently set out to redefine their brand, and engage more Secretary Don Tencher fans and community members in the process. Rhode Island College EXECUTIVE COMMITTEE FBS REPRESENTATIVES 24 | THE CONVERGENCE OF SOCIAL MEDIA TECHNOLOGIES Bubba Cunningham University of North Carolina Paciolan shares examples of how some of the industry leaders in college athletics are using multiple Chet Gladchuk United States Naval Academy platforms and technologies to reach their growing fan base. Powerful platforms allow teams to Rick Hart Southern Methodist University engage fans and manage two-way conversations via social media, an instrumental tool in Paul Krebs University of New Mexico communicating with fans, students and donors. Warde Manuel University of Connecticut FCS REPRESENTATIVES 28 | SOCIAL MEDIA COMMAND CENTER: AN INSIDE LOOK INTO OREGON’S QUACK CAVE Jim Murphy Davidson College Greg Burke There is always something coming next, but what is it and how do we look ahead to figure out what Northwestern State University I-AAA REPRESENTATIVES the next big thing is? Sometimes we must look outside college athletics to find the next big thing Peg Bradley-Doppes University of Denver in our industry. Such was the case with the ’s (UO) ‘Quack Cave,’ a social Jean Lenti Ponsetto DePaul University media command center modeled after the likes of major companies like Dell, Gatorade and the Jack McDonald Quinnipiac University NHL’s New Devils. DIVISION II REPRESENTATIVES Jim Johnson Pittsburg State University 30 | 2012 “SOCIAL” OLYMPICS Ed Matejkovic West Chester University Tabbed as the first “Social Olympics,” the 2012 Summer Olympic Games made an unprecedented Ed McLean Fayetteville State University impact on the social media world. The United States Olympic Committee and a of Vince Otoupal Cal State Monterey Bay conferences had unique ways of promoting student-athletes who participated, by interacting with Perk Weisenburger Ferris State University their fans. DIVISION III REPRESENTATIVES Al Bean University of Southern Maine Rensselaer Polytechnic Institute 8|PRESIDENT’S MESSAGE 38 | D2 ADA CORNER Tom Simmons Ohio Northern University 10 | ASSOCIATION NEWS 39 | FCS ADA CORNER NAIA REPRESENTATIVES Robyn Daugherty 16 |McLENDON UPDATE 40 | I-AAA ADA CORNER John Brown University Eric Olson 18 | 2013 STUDENT-ATHLETE 41 | ICLA CORNER NAIA Bruce Parker RHODES SCHOLARS 42| MOAA CORNER Carroll College JUNIOR/COMMUNITY COLLEGE REPRESENTATIVES 32 | GETTING TO KNOW: 43 | N4A CORNER Jim Forkum Santa Rosa Junior College LISA SWEANY, CEFMA PRESIDENT 44| NAAC CORNER John Scarpino Seminole State College of Florida 34 | GETTING TO KNOW: 45| NAADD CORNER Joe Tubb South Plains College STEPHEN PONDER, 46| NACMA CORNER AT-LARGE REPRESENTATIVES Sue Bergen NAADD PRESIDENT 47 | NATYCAA CORNER University of Rhode Island Joni Comstock 35 | CABMA CORNER 48| SVG CORNER NCAA Missy Conboy 36 | CEFMA CORNER 49 | LEARFIELD SPORTS DIRECTORS’ CUP Patty Viverito 37 |COSIDA CORNER 50 | UPCOMING DATES AND EVENTS Missouri Valley /Pioneer League Carla Williams University of Georgia

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4 | NACDA ATHLETICS ADMINISTRATION MORE THAN A GAME.

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aecom.com/morethanagame NACDANACDA | INDEX | ASSOCIATION OF ADVERTISERS NEWS

OVAL ATHLETICS ADMINISTRATION IMG COLLEGE AND THE NATIONAL ASSOCIATION OF COLLEGIATE DIRECTORS OF ATHLETICS WOULD LIKE TO THANK THE FOLLOWING COMPANIES WHOSE EXTENSIVE SUPPORT MAKE THIS PUBLICATION POSSIBLE. Athletics Administration is published by the National Association of Collegiate Directors of Athletics and IMG. AECOM ...... 5 BigSigns.com...... 51 ATHLETICS ADMINISTRATION CBS ...... 7 NACDA Daktronics ...... 9 Executive Editor: Bob Vecchione Fanatics Retail Group ...... 3 Editor Emeritus: Mike Cleary iHigh.com ...... 17 Editors: Julie Work, Erin Dengler J.F. Smith ...... 15 Assistant Editors: Jason Galaska, Pat Manak Paciolan...... 27 Rainier...... 52 NACDA Raymond Entertainment ...... 3 (440) 892-4000 Salsbury Industries ...... 15 www.nacda.com Signature Announcements ...... 2 SportsBusiness Journal ...... 19 IMG COLLEGE United ...... 13 President: Ben C. Sutton, Jr. UPS ...... 33 Senior Vice President, Chief Operating Officer: Tony Crispino Western Kentucky University ...... 11 Senior Vice President, Chief Sales & Marketing Officer: Roger VanDerSnick Senior Vice President, Business Development: Hunter Nickell ADVERTISING INQUIRIES MAY BE DIRECTED TO Senior Vice President, Chief Innovation Officer: Mark Dyer DOUG ILER, IMG, (502) 459-4346 Vice President, Strategic Communications: -OR- Andrew Giangola COURTNEY YANNACCI, NETWORK MEDIA PARTNERS, EXECUTIVE PLAZA PUBLISHING 11350 MCCORMICK RD., SUITE 900 Senior Vice President, Operations: HUNT VALLEY, MD 21031 Joe Potter PHONE: (410) 584-1957 Vice President, Publishing: John Justus FAX: (410) 584-1998 Director of Publishing: Kirk Phillips Managing Editors: Chad Laytham, Matt Coy, Jason Crisler Project Editors: Kara Schroyer, Courtney Feltner Editorial Division Dan Peters, Richard Groves, Todd Krise, Tommy Dillard, Brandon Brown Creative Director: Kristy Marques Design Studio Sarah Jane Snowden, Joy Chambers

PUBLICATION ADVERTISING/MARKETING Director, Local/Regional Print Sales: Doug Iler, (502) 459-4346 Marketing Manager & Fulfillment Director: Matt Briggs, (859) 226-4556 NEW

ATHLETICS ADMINISTRATION (ISSN 0044-9873). The official publication of the National Association of Collegiate Directors of Athletics (NACDA), 24651 Detroit Road, Westlake, Ohio 44145-2524, is published eight times a year, February, March, April, June, August, October, November and December by IMG, 546 East Main Street, Lexington, KY 40508, (859) 226-4678. Periodicals postage paid at Cleveland, OH, and additional mailing offices. POSTMASTER: Send address changes to Athletics Administration, 24651 Detroit Road, Westlake, Ohio 44145-2524 EDITORIAL OFFICES: NACDA mailing address: 24651 Detroit Road, Westlake, Ohio 44145-2524 (440) 892-4000, Fax: (440) 892-4007. PUBLISHING DIVISION: IMG, 546 East Main Street, Lexington, KY 40508. (859) 226-4517. ADVERTISING OFFICES: IMG, (502) 459-4346. SUBSCRIPTION PRICE: Subscription price in the United States is $30. Price in Canada and Mexico is $35 U.S. funds each volume, which includes postage. Checks should be made payable to Directors Commercial Corporation. Manuscripts, illustrations and photographs should be submitted to NACDA, 24651 Detroit Road, Westlake, Ohio 44145-2524. They will be carefully considered with contributions from NACDA members receiving priority. The Association or Publisher cannot be

NACDA | ASSOCIATIONINDEX responsibleOF ADVERTISERS NEWS for loss or damage. Reproduction of material published in Athletics Administration is prohibited without written permission of the NACDA Executive Director. COPYRIGHT: Copyright 2013 by the National Association of Collegiate Directors of Athletics. All rights reserved. 6|NACDA ATHLETICS ADMINISTRATION 1|NACDA ATHLETICS ADMINISTRATION

NACDA | PRESIDENT’S MESSAGE

FOR ATHLETICS DEPARTMENTS AROUND THE COUNTRY, SOCIAL MEDIA HAS QUICKLY EVOLVED INTO A TRANSFORMATIONAL COMMUNICATION TOOL THAT IS CHANGING THE WAY WE DO BUSINESS. THE BENEFITS OF SOCIAL MEDIA ARE ENDLESS AND AS AN INDUSTRY, WE HAVE ONLY JUST BEGUN TO SCRATCH THE SURFACE AS TO HOW SOCIAL MEDIA WILL IMPACT THE WAY WE CONNECT WITH OUR FANS IN THE FORESEEABLE FUTURE.

As executives and marketers, we are always striving to strengthen our brand and better engage our fans. We are all driven every day by our core values and our relentless focus on our “WHY.” Each day our “WHY” is to work to support our student-athletes. They are “WHY” we do what we do. By proactively utilizing social media, we maximize positive exposure to promote the accomplishments and tell the story of our student-athletes and coaches on the field, in the classroom and in the community.

Our mission also is consistent with our stakeholders, as we need to be innovative and position ourselves at the forefront of the ever-changing needs of our fans. The consumers of college athletics are more and more demanding. Kevin Anderson From additional access to our student-athletes and coaches to more content creation and interactivity, social media Director of Athletics allows us to meet those needs in a cost-efficient and real-time manner. Maryland Social media is being positioned as the digital voice of our brand. It is at the core of our brand strategy and is continuously being integrated as part of our brand’s DNA. In coming years, it will shape our communication, create brand advocates and enhance the entire customer experience. It is how we plan to build long-term brand loyalty, connect with our fans on an emotional level and enhance two-way communication between our sports programs and our fan base. In short, it is how we will retain our existing customers and create the new customers that will drive our athletics departments forward.

Social media is rapidly changing the way we market our athletics departments, and as industry leaders, I encourage you to embrace the many benefits and opportunities arising from social media that will impact intercollegiate athletics for years to come.

In this issue of Athletics Administration, we have a number of features directly related to the vast impact social media and marketing has on our industry. We take a look at the new social media command center, the ‘Quack Cave’ at Oregon, and how it’s helping the Ducks brand their image, as well as how Grand Valley State and Illinois have used marketing campaigns to redefine their brand and expand their fan base. In addition, we also have an article from Paciolan on the convergence of social media technologies and see how social media was handled throughout the 2012 Summer Olympic Games.

The 48th Annual NACDA and Affiliates Convention Week is quickly approaching, June 10-15, at the World Center Marriott Resort in Orlando, Fla. The NACDA, NAADD, NACMA and ICLA Conventions will be held simultaneously from Thursday-Saturday, June 13-15. NACDA and its affiliates will also welcome the CoSIDA Convention to its Orlando lineup, which will be held June 12-15. The CABMA Convention will precede these events from June 10-13. Additionally, the CEFMA Convention will take place June 11-13, while the NAAC Convention and the MOAA Symposium will run from June 12-13. The 7th annual Mentoring Institute will take place June 12-13 and the NATYCAA Convention will occur June 12-14.

Kevin Anderson Director of Athletics Maryland NACDA | PRESIDENT’S MESSAGE

1 | NACDA 8 | NACDA ATHLETICS ADMINISTRATION ATHLETICS ADMINISTRATION It’s Your venue

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NACDA MEMBER TRANSACTIONS: Brookdale CC hired Shawn Noël as director of athletics … Former Hawaii Manoa AD Jim Donovan named director of athletics at Cal State Fullerton … Terry Holland assumed the position of director of athletics emeritus at East Carolina … East Central announced Jeff Williams as athletics director … Dave Johnson announced his resignation from Corban … With David Herbster stepping in on an interim basis, David Sayler announced his resignation from South Dakota to take the same position at Miami (OH) … Natalie Winkelfoos had the interim lifted, becoming the AD at Oberlin … Rob Riley was named Don Cook David Sayler Natalie Winkelfoos director of athletics at Regis (MA) … Executive Director of Athletics Don Cook announced his retirement from Sacred Heart … Ryan Ivey named Texas A&M Commerce athletics director … Wisconsin Milwaukee began its search to replace AD Andy Geiger.

BOB VECCHIONE JOINS THE GREATER Earlier this year, UKRO joined forces with the Keck Medical School at CLEVELAND SPORTS COMMISSION BOARD USC to establish the USC/UKRO Kidney Research Center (KRC). The OF TRUSTEES KRC will focus on both basic and applied research programs at USC NACDA Executive Director Bob Vecchione joined to identify the causes, improve upon the existing treatments and the Greater Cleveland Sports Commission Board of ultimately — find a cure for all forms of kidney disease. Trustees. Vecchione joins a number of other Bob Vecchione Cleveland professionals in the effort to attract, create IN MEMORY OF FORMER NAVAL ACADEMY ATHLETICS and/or manage event and activities to the Greater Cleveland area. The DIRECTOR CAPT. J.O. (BO) COPPEDGE mission of the Greater Cleveland Sports Commission is to measurably Former Naval Academy athletics director Capt. J.O. (Bo) Coppedge enhance the economy, image and quality of life in the Greater died on Dec. 26 at the age of 88. Cleveland community by attracting and creating significant sporting event and activities. The Sports Commission has generated more than Coppedge, who was the director of athletics at the Naval Academy from $370 million in economic for the region. 1968-88, oversaw unprecedented growth in the Naval Academy’s athletics department and was the first civilian to run the athletics USC ATHLETICS DIRECTOR PATRICK C. department after he retired from active duty. Coppedge was hired as the HADEN TO BE HONORED AT UNIVERSITY athletics director in 1968 as an active duty captain and retired from KIDNEY RESEARCH ORGANIZATION GALA active duty in 1970 after 25 years of service. He earned the Navy The University Kidney Research Organization’s Distinguished Public Service Medal in 1979, which is the highest award (UKRO), mission is to raise funds to support medical the Secretary of the Navy can bestow on a non-federal employee. research dedicated to the causes of — improved treatments for — and the prevention of kidney Pat Haden diseases. The UKRO honored USC Athletics Director Pat Haden with its “Outstanding Achievement in Business and Industry” Award at its gala benefit dinner.

Since August 2010, Haden has served as the athletics director at the University of Southern California (USC) where he administers 21 athletics programs with more than 600 student-athletes. He also serves on the faculty of both the Annenberg School of Communications at USC and the Marshall School of Business. Haden has been closely identified with USC since college, when he was a star quarterback (1972-74) of the football team leading them to two national championships and three Rose Bowl appearances. He also was named most valuable player of the 1975 Rose Bowl game. Following a successful NFL career, Haden became a sports broadcaster for CBS, NBC, FOX, TNT and ESPN networks. He established a successful law practice, and from 1987-2010, he was a general partner at Riordan, Lewis & Haden, a private equity firm. Captain J. O. (Bo) Coppedge (right) NACDA | ASSOCIATION NEWS

10 | NACDA ATHLETICS ADMINISTRATION NACDA | ASSOCIATION NEWS NACDA | NACDA 11 Layton Shoemaker Layton , former director of athletics ATHLETICS ADMINISTRATION ATHLETICS Shoemaker arrived at Messiah College becomein the fifth1974 head coach in soccer men’s to history. IN MEMORY OF FORMER MESSIAH AD LAYTON SHOEMAKER Layton Shoemaker and men’s soccer coach at Messiah College, passed away unexpectedly on Jan. 1. As a Midshipman, he lettered in football and wrestling. He was an offensive and defensive tackle and helpedrecord leadin 1945.Navy Asto a a wrestler,7-1-1 he wasChampionship a teams.member of two Eastern Coppedge was awardedAmerican Campaign the Medal, World Navy China Occupation War Service Service Medal, II National Medal Defense Service Victorywith (Extended),Medal Bronze Star, Medal,Korean Service Medal andService the Medal.United Nations A 1946 graduate offensive of tackle and a themember of the wrestling Naval team. subThe former Academy, commander famously Coppedge brought was his from the diesel-electric deep to an the surface in submarine 1960 so his crew on the USS Tang could listen to the Army-Navy football won game,17-12. a game that Navy Coppedge served Committee, as chairman chairman of the of chairman NCAA of the NCAA thePostgraduate Television Scholarship Committee Committee. NCAA and Classification Inhis 20 years as the director of athletics the Midshipmen at Navy, went to three bowl games and Tournaments appeared (1985, 1986 in and 1987). three The NCAA1986 Navybasketball Men’s team made it to the Elite 8 and is widely considered the greatest basketball team produced37 All-Americans in in Coppedge’s tenure and he added 12 school history. varsity sports to the The athletics department. Midshipmen In 23 years, he directed the Falcons to a .751 winning percentage, with a 316-96-27 overall record, eight NCAA tournament berths, and NCAA Final Four appearances in alsoboth was 1986named directorand of 1988.athletics He for the Falcons andin servedthe in the1970s position until 1996 — the longest tenure of any When he arrived at Messiah College, Shoemaker also assumed director of athletics in the school’s history. Under his the leadership, Falcons transitioned into Atlantic Conference both (MAC), with a thenumber of Messiah’s 22 varsity NCAA and sports thebeing added along Middle the way. leadership as a Education faculty and Recreation Department. member He eventually became within the Chair of the Department, the a position he Health,held until 1991. Physical NACDA | ASSOCIATION NEWS

In 1996, Shoemaker transitioned to the College’s Development Office to the formation of the FCS CEO Group, a collection of nearly two where he served in a variety of roles including director of special dozen university presidents and chancellors, and the NCAA’s FCS projects, director of capital projects & parent relations, and then as a Working Group. The collective groups have worked to expand the major gifts officer until he retired in 2000. NCAA Championships bracket to 24 teams, and many enhancements are continuing in branding and expanded television coverage. THIRD FCS SUMMIT SURPASSES 120 REGISTRANTS The third Division I Football Championship Subdivision (FCS) This year’s edition included a report from the FCS CEO Groups Summit hosted more than 120 guests, as key FCS stakeholders representatives, including Southern Illinois Chancellor Rita Cheng, gathered in Frisco, Texas on Jan. 4, a day prior to the 2013 NCAA Jacksonville State President Bill Meehan and Coastal Carolina President Division I Football Championship Game. David DeCenzo. A preview of the 2013 NCAA Football Championship bracket expansion also occurred, including NCAA Football Committee “For the third straight year, we are very pleased with the level of Chairman Charlie Cobb of Appalachian State, and Mark Lewis and interest in the FCS Summit,” said Southland Conference Damani Leech from NCAA Championships and Alliances. commissioner and Summit organizer Tom Burnett. “The first two Summits included nearly 150 guests interested in the well-being Attendees also previewed upcoming FCS branding initiatives and future of the subdivision, and we’ve already confirmed developed by the NCAA, and reviewed recent and ongoing FCS 120 registrants.” initiatives from ESPN representatives. The Summit concluded with a discussion on financial issues that impact Division I football, Since the event originated, additional meetings of FCS athletics with NCAA Chief Operating Officer Jim Isch providing an directors and presidents occurred in 2011 and 2012, and helped lead informative presentation. Photos courtesy of Rick Yeatts Rick of courtesy Photos

NACDA | ASSOCIATION NEWS FCS Summit

12 | NACDA ATHLETICS ADMINISTRATION © 2013 United Air Lines, Inc. All rights reserved.

Teamwork. Perseverance. Leadership. Works for us, too. Proud to be the Official Airline of the National Association of Collegiate Directors of Athletics.

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Job Number 3UA017 Headline Teamwork. Perseverance. Leadership. Works for us, too. 3UA017 Publication NACDA 2013 English Event Language 8.375 x 10.875 Vertical/Portrait [email protected] Client United Trim Horizontal/Landscape Art Director DC Bleed 8.625 x 11.125 16858 Royal Crest CMYK RGB B&W SPOT (PMS) Houston Texas 77058 Copywriter UA Safety/Live .25 281-480-3660 Traffic BG Ad Style Interim Blue Full Page bleed 1/11/2013 NACDA | ASSOCIATION NEWS

NATIONAL FOOTBALL FOUNDATION HALL OF FAME DINNER The National Football Foundation & College Hall of Fame held its 55th Annual Awards Dinner at the Waldorf-Astoria Grand Ballroom in New York City on Dec. 4, 2012. With more than 75 current collegiate head coaches and 40 returning members of the Hall of Fame in attendance, the event lived up to the historic expectations, with ESPN’s Rece Davis emceeing the event, NFF Board Member and New England Patriots owner Robert K. Kraft delivering the welcome address, and NFF Board Member and owner Jerry Jones introducing all of the great college football coaches in attendance.

The 2012 class, presented by NFF Honors Court Chairman Eugene Corrigan and AFCA Executive Director and Hall of Fame Coach Grant Teaff, included Charles Alexander (LSU), Otis Armstrong (Purdue), Steve Bartkowski (California), Hal Bedsole (Southern California), Dave Casper (Notre Dame), Ty Detmer (BYU), Tommy Kramer (Rice), Front Row (L-R): NACDA Director Emeritus Mike Cleary; AFCA Executive Director Grant Teaff; NFF Chairman Archie Manning. Back Row: Mike Wilcox, Wilcox Financial; George Weiss, Beachtree Capital; Art Monk (Syracuse), Greg Myers (Colorado State), Jonathan Ogden NACDA Past President Gene DeFillippo, former AD at Boston College; Robert Simms, Simms Capital. (UCLA), Gabe Rivera (Texas Tech), Mark Simoneau (Kansas State), Scott Thomas (), John Wooten (Colorado), and coaches Phillip Fulmer (Tennessee), Jimmy Johnson (Oklahoma State, Miami [FL]) and R.C. Slocum (Texas A&M).

In addition, a variety of annual awards were presented including: Gold Medal ...... Dr. Roscoe Brown Jr. Distinguished American Award ...... George Bodenheimer John L. Toner Award...... Mal Moore Chris Schenkel Award ...... Bob Barry Sr.

Recently retired Nebraska Athletics Director 2012 John Toner Award Winner Mal Moore, Tom Osborne Athletics Director at Alabama

NACDA | ASSOCIATION NEWS Under Armour’s Walker Jones Stanford Director of Athletics Big 12 Commissioner Bob Bowlsby and Kansas State Athletics Director John Currie

14 | NACDA ATHLETICS ADMINISTRATION

MCLENDON | UPDATE

John McLendon Minority THE MCLENDON FOUNDATION SchoLarShip Foundation Mentor SpotLight As of Jan. 21, 2013, the McLendon Foundation has received $92,900 in voluntary dues. The following institutions, conferences and ADRIEN HARRAWAY, individuals have contributed dues in 2012-13. ASSOCIATE ATHLETICS DIRECTOR FOR ACADEMIC AFFAIRS, FBS: UNIVERSITY OF VIRGINIA Akron, Alabama, Arizona, Arizona State, Arkansas, Auburn, BYU, Clemson, Connecticut, Duke, Eastern Michigan, Florida, Florida State, Georgia, Georgia Tech, Houston, Indiana, Iowa State, Maryland, Memphis, Miami (FL), Middle Tennessee State, Mississippi State, Missouri, Navy, NC State, New Mexico, New Mexico State, North Carolina, North Texas, In January 2012, Adrien Harraway was named associate athletics Northwestern, Notre Dame, Ohio State, Oklahoma, Ole Miss, director for academic affairs. He had previously served as the assistant San Diego State, Stanford, Syracuse, Tennessee, Texas, Texas A&M, athletics director for academic affairs for football at Virginia since Texas Tech, Toledo, UCLA, USC, Vanderbilt, Virginia, November 2010. Prior to that, he was the director of academic affairs West Virginia, Wisconsin for football since June 2007 and also served as an assistant director/academic coordinator of academic affairs for football since FCS: coming to Virginia in the summer of 2005. Alabama State, American, Belhaven, Central Connecticut, Fordham, Georgetown, Georgia State, Holy Cross, Jackson State, Norfolk State, Harraway is responsible for oversight and long-range planning in the North Dakota State, North Carolina Greensboro, San Diego, Villanova, academic affairs area, hiring and training staff, evaluating the program Wagner College, Weber State and designing its content, developing and implementing policy and developing and managing the budget. D-I-AAA: Albany, Cleveland State, Denver, DePaul, Denver, Detroit-Mercy, Harraway came to Virginia after earning a master’s degree in higher Eastern Illinois, Fairfield, Gonzaga, Kennesaw State, Longwood, education administration from Arizona State in 2005. While at Arizona Loyola (MD), Marist, Missouri-Kansas City, Oakland, Rhode Island, State, he worked as a graduate assistant in the area of academic San Francisco, Seattle, South Dakota, St. Francis, St. Joseph’s, support with the football program from 2003-05. Tennessee State, Wichita State He was an administrative intern for NACDA from 2002-03. In that role D-II: he served as an assistant liaison for ICLA, NAADD and FCS ADA. Abilene Christian, Armstrong, Bloomsfield, Cedarville, Dallas Baptist, Harraway was a recipient of the John McLendon postgraduate Grand Valley State, Johnson C. Smith, Limestone, Massachusetts, NY Tech, scholarship in 2003. Pace, Wayne State Harraway earned his undergraduate degree in business administration D-III/NAIA/JC/CC: from Northern Iowa in 2002. He played football at Northern Iowa and Bellevue, Brockport, Drew, Embry-Riddle, Harris-Stowe State, lettered three years as a safety. Massachusetts-Boston, Mohawk Valley, Olivet Nazarene, Ramapo, Rensselaer, Rhode Island, Richard Stockton, Salve Regina, Shorter, The other McLendon Mentors include: Southwestern, St. Mary’s, Union (KY.), Union (Tenn.), Jamie Bouyer Wisconsin Whitewater, Wittenberg Associate Athletics Director, Senior Woman Administrator, Conferences: Cal State Dominguez Hills America East, A-10, ACC, Big South, Central Atlantic Collegiate, Great Lakes Intercollegiate, Heartland, Ivy League, MAC, MEAC, Executive Associate Athletics Director for Administration, North Coast, Pac-12, Patriot League, SEC, Southern, Southland, The Ohio State University Sun Belt, West Coast Alise Maynard University Services Senior Coordinator, Others: IMG College James Frank, NFL Tiffany Martin Assistant Director for Corporate Alliances, LENDON | UPDATE

C NCAA M

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college coaches –– see it all now @ ihigh.com! Photo courtesy of Sam Rubin Sam of courtesy Photo Dakota McCoy Rachel Woodlee Katie Whitcombe Annie Whiteley

our NCAA student-athletes are among the 32 Rhodes Scholars captain of the team and majors in business economics and selected from the United States for 2013. The four winners who Chinese. She is a junior member of Phi Beta Kappa and plans to study Fhave participated in NCAA championship sports are Dakota modern Chinese at Oxford. McCoy, Yale women’s track and field; Rachel Woodlee, Wofford women’s volleyball; Katie Whitcombe, Navy women’s track and field; and Whitcombe, brigade character development officer and a Navy track and Georgianna “Annie” Whiteley, Luther women’s . field standout, will continue her study of China while at Oxford. The Chinese major will graduate in the top two percent of her class. Whitcombe The Rhodes Scholarships provide awardees with a fully funded co-founded a chapter of Operation Wounded Warrior at Navy and opportunity to study at the University of Oxford in England. The awards, volunteered in the Philippines to assist girls victimized by human trafficking. among the most prestigious in academia, have a value of about $50,000 per year. The American students will join an international group of Whiteley is a chemistry major and biology minor at Luther, where she scholars selected from 14 other jurisdictions around the world. About 80 plays tennis. Her undergraduate work includes research on Maasai scholars are selected each year. traditional medicine and the distillation of plant oils for that community’s economic development. She also has undertaken research at the Yale hurdler and javelin thrower McCoy is an ecology and evolutionary Nanoscience and Nanotechnology Institute at the University of Iowa. biology major, performing research in ecology, primate cognition and Whiteley is a youth mentor and participates in Habitat for Humanity. She evolutionary biology. A Goldwater Scholar and member of Phi Beta Kappa, plans to study medical anthropology at Oxford. McCoy also won Yale’s Frances Gordon Brown Prize for intellectual leadership and service. In her spare time, McCoy volunteers for the Rhodes Scholars are selected in a two-step process that includes Special Olympics and sings in an a capella group. She plans to perform nomination by their universities and a detailed finalist interview. In research in zoology while at Oxford. determining the award, the committee considers criteria set out in the will of Cecil Rhodes, including high academic achievement, integrity of Woodlee lived with a family in Tibet and studied in Peru and several character, a spirit of unselfishness, respect for others, potential for regions of China — and is fluent in Mandarin. At Wofford, Woodlee is leadership and physical vigor.

18 | NACDA ATHLETICS ADMINISTRATION ® WWW.SPORTSBUSINESSJOURNAL.COM AUGUST 22-28, 2011 VOLUME 14 ISSUE 17 • $6.95 Stevenson WNBA lands to run Pac-12 Boost Mobile as top sponsor Enterprises Deal will put logo on BY JOHN OURAND jerseys of 10 teams AND MICHAEL SMITH STAFF WRITERS BY JOHN LOMBARDO STAFF WRITER The Pac-12 is bringing in sports industry veteran Gary Steven- Clothes make the brand In one of the more lucrative, son to oversee its TV, digital and More schools alter their looks in hopes that rebranding and certainly the most compre- sponsorship units, adding to the hensive, sponsorships in its his- conference’s profi le as a collegiate will boost exposure, but edgy isn’t for everyone tory, the WNBA has signed Boost powerhouse on the rise. Mobile as its sole “marquee” partner in a deal that will put the Stevenson will be president BY MICHAEL SMITH STAFF WRITER of Louisiana and people know how to form the ‘O’ with of Pac-12 Enterprises, the new their hands. company’s logo on most WNBA wholly owned subsidiary that inker Hatfi eld, Nike’s renowned shoe and uni- “That’s marketing. That’s a successful program.” team jerseys. will launch a suite of cable TV form designer, used to visit sports camps all Oregon, with a lot of help from Nike and its generous The four-year deal puts Boost channels in August 2012. The Tover the country and talk to young athletes to chairman and alum, , created a football brand Mobile jersey patches on 10 of league’s digital and sponsorship get inspiration for his next project. from nothing, becoming known for having more than the WNBA’s 12 teams, excluding sales units also will operate under He also was a graduate from the University of Oregon, 300 combinations from all of its green, yellow, the Phoenix Mercury and the the Pac-12 Enterprises umbrella. one of Nike’s primary clients, and he often would ask black, gray and white color schemes. San Antonio Silver Stars, fran- Stevenson will move from the kids what they knew about his alma mater. The football team without an identity is now famous chises that already have wireless North Carolina to the San Fran- “They’d say, ‘Is that close to California?’” Hatfi eld said. for building its own. sponsorship deals in place. The cisco Bay Area, and start after “Now you can go from the sticks of Utah to the swamps See Branding Page 15 Mercury has a team deal with Labor Day. Verizon; the Silver Stars have a The hire represents another sponsorship with AT&T. aggressive move by Pac-12 Com- The marquee level is a new Athletic budgets continue to climb top marketing tier for the league, missioner Larry Scott, who has and this deal includes much more revamped the conference sig- the last three years. Seventeen of them, or a third, have BY MICHAEL SMITH STAFF WRITER than the jersey inventory. Boost nifi cantly since taking over two increased spending by 15 percent or more. years ago. Earlier this year, the See WNBA Page 33 Everyone in college sports is calling for cost control In some cases, creative athletic directors have found conference signed a $3 billion and lower spending, but new data shows schools spend- new revenue streams that provide them more money rights deal with ESPN and Fox ing more than ever. to pump into facilities, salaries and other discretionary In this issue Sports extending 12 years. Just A majority of schools have increased their budgets by spends. In other cases, spending is on the rise because last month, it announced a deal double-digit percentages from fi scal years 2010 to 2012, of mandatory costs, such as tuition increases that drive to launch a national TV network according to information obtained by SportsBusiness up scholarship costs and administrative fees that are NFL, NFLPA alter and six regional channels. Journal from schools in the six major conferences. paid back to campus for services like legal, police and licensing strategy Stevenson is another high-pro- Of the 52 schools that provided annual budgets, 30 utilities. New pact opens group See Page 17 See Stevenson Page 32 have increased their spending by 10 percent or more in Budgets rights to team sponsors. Page 4

In a tough spot, PGA Tour nails title sponsor challenges New Era in the NFL Cap maker begins showing BY MICHAEL SMITH STAFF WRITER “For the tour to have the success they’ve had McGriff, president of Florida-based MG Sports new licensed hats. after the fi nancial meltdown, it’s just remark- Marketing, which brought in Zurich Financial Page 4 Heading into an unsettled 2010 season, when able,” said sports marketing veteran Gary Ste- Services and Farmers Insurance as title sponsors. corporate spending was tight and Tiger Woods venson, who at one time worked for the PGA Tour, The only event whose title deal is not locked in was absent, the PGA Tour faced the unenviable OnSport and Wasserman Media Group. for 2012 is the Viking Classic, an opposite-fi eld task of fi lling more than one-quarter of its title In the past 18 months, the tour has closed 17 title event in July the same week as the British Open. sponsorships. Prospects, it’s safe to say, were grim. sponsorship deals, eight of which represented The tour is in talks with Viking Range Corp., an Now, a little more than 18 months later, the new money and nine that were renewals. Close appliance maker, to extend, but the tournament A ‘Turning Point’ tour has emerged from those turbulent condi- to three-quarters of the tour’s tournaments have is not in jeopardy, the tour’s chief marketer, Tom for Thursday night tions nearly sold out of its title sponsor inventory, title sponsors locked in beyond 2013. Wade, said. putting it in prime shape to negotiate its next TV “Think about it: There isn’t a traditional FedEx Title sponsorships for events on CBS or NBC NBC will start cable series with NFL Films. contracts with CBS and NBC. See Page 33 Cup event that’s for sale right now,” said Billy PGA Tour Page 10 By Bruce Jones Programming Director Disney Institute

t Walt Disney World Resort, a number of athletics inspired venues and experiences, such as ESPN Wide World of Sports, Team A Mickey (athletics apparel), and the Walt Disney World Marathon Weekend are now also starting to inspire the world of college athletics.

Behind all the attractions and characters, it is Disney’s relentless focus on the guests — and their experience — that helps drive repeat business, and each day Disney strives to find new ways to surprise and delight people of Disney Institute for new ideas on how to go above and beyond with all ages. Each year, Disney theme parks receive numerous letters, emails customer service. In conjunction with NACDA, three NCAA Division I and calls from guests who share how a cast member (Disney-speak for institutions have begun multi-phase engagements with Disney Institute. employees) went out of his or her way to make someone feel special and The question we ask them is this: In order to differentiate the university how, because of that, they plan to visit again. It is that repeat business that and be successful, how will you think about your fans? As guests, rather many college sports venues in crowded sports markets are now looking to than simply customers? win in order to build loyalty among their fans and alumni. BUILDING A SERVICE-ORIENTED CULTURE THE QUALITY SERVICE DIFFERENCE Disney Institute specializes in service and employee training that is well The guest experience is something that Walt Disney Parks & Resorts suited for the athletics event environment. Among the lessons provided to understands well. Disney Imagineers go to great lengths to make the the athletics departments and their facilities are tips for improving the way theme parks feel intimate, yet it is the cast members who really make it leaders communicate with frontline workers. work. A multi-million-dollar attraction will not be a positive memory if a cast member is impolite or inattentive. Disney calls this a “culture by design” as opposed to a “culture by default.” Every organization has a culture, college athletics included. It is up to the Collegiate athletics programs face a similar scenario. As those programs leaders of the organization to determine what they want that culture to be, continue to grow and facilities begin to age, universities are turning to and then make sure it is in place at all levels of the program.

Through this culture of design, Disney cast members understand that their actions are integral to the company’s success, and know their extra efforts are appreciated. Leaders spend the majority of their day in the field looking for cast members who are doing things right. Positive stories and examples of cast member excellence are frequently shared with others, so that the right behaviors are recognized, rewarded and most importantly, repeated.

Disney also clearly defines guest and “backstage” areas to make it easy for cast members to maintain the guest experience. When cast members are in guest areas, they know to always follow Disney guidelines for appearance and customer service. When in non-guest areas, they can take a break and relax. We understand that cast members need a place to be themselves or blow off steam; all we ask is that they do not do it in guest areas. Cast members are also asked not to eat or drink while “onstage,” not to talk on the phone or text while in guest areas, and they are asked not to wear some of the more heavily-themed costumes or nametags while off duty.

At sporting events, fans could have dozens of interactions with employees throughout the day. That means that staff

20 | NACDA ATHLETICS ADMINISTRATION members have multiple opportunities to provide memorable be finding parking on a gameday, using the public restroom in the customer service. facilities and walking the busiest areas on campus. If possible, leadership should interact with staff members who do not know them and make note Jay Jacobs, director of athletics at Auburn University, says this lesson was of how they were treated. What our experience has shown is that while it one of his greatest takeaways during Disney Institute training. is probably true that most fans and alumni do not fully understand gameday operations, they absolutely understand how the environment “What we have discovered is that it takes a serious commitment to and the staff make them feel. improving customer service both internally and externally to really change the culture in an appreciable way. Disney has helped us That is why Disney focuses on reducing the hassle factor for guests. We implement a process of continuous self-improvement,” he said. believe everything we do speaks to guests about the quality of the organization and gives them a reason to come back and to refer others; Following the training, Auburn University feels excitement both from our guests become vocal advocates of our brand. fans and employees. “The most exciting part about the process has been seeing employees from all areas of our department come together to make We have some of the most amazing and unique attractions in the world us better,” Jacobs said. “We took all of our best thinking and most creative at our theme parks, but the thousands of letters, emails and phone calls ideas and figured out which ones we could implement.” we receive from guests every year rarely mention those. We hear about how fantastic the service was and how our cast members made the COLLABORATE AND COMMUNICATE experience unforgettable. And more often than not, the unforgettable In addition to having great leaders in place, Disney relies on a refined experience was something extremely simple, such as helping the guest get approach to selection, training and engagement. It starts with modeling dinner reservations or apologizing when things went wrong. You would the Disney culture and sharing the conditions of employment right up be surprised just how far a simple apology will go toward strengthening front in the selection process. Recruiters search for genuinely friendly a relationship. people who are already predisposed to facilitate a great experience. Disney Parks & Resorts then uses a multi-tiered approach to training, and Fans often travel long distances to visit their alma mater and watch their once cast members are onstage, employees are recognized and celebrated favorite team play. They want to feel the emotional connection they felt for doing things well. when they were students. By engaging employees and encouraging a focus on customer service, collegiate athletics programs can generate Cast members are frequently asked individually what motivates them. To levels of commitment that go far beyond mere satisfaction. build organization-wide commitment, Disney also surveys all employees every few years. These surveys typically include sections where the employee can anonymously rate his or her leader and describe what is working and what is not working.

Rocky Harris, senior associate athletics director at Arizona State University, says these practices have resonated with their program. “This philosophy has already proven to be a catalyst for change. We have tremendous buy-in and collaborative effort now. And most importantly, communication is starting to flow more openly and consistently,” he said.

Once an open dialogue between leadership and employees is in place, it is important to then focus on the more tangible pieces of the quality service puzzle. The first and most important step is simply recognizing and appreciating who your guest is and why they are with you. Great athletics programs recognize that the final score is only part of the gameday equation. Much like Disney guests, fans and alumni want to have fun and share positive experiences with their friends and families.

We teach our athletics clients to “become obsessive” and look at everything from the fan’s point of view — to really examine the details that make up the total fan experience. They should

ATHLETICS ADMINISTRATION NACDA | 21 By Kevin Collins, NACDA Intern

arketing campaigns on college campuses are introduced to create a sense of energy or M momentum for an intercollegiate athletics department. Campaigns help to identify their respective institutions in an ever changing landscape of college athletics, each college tries to stand apart from their peers. Some colleges attempt to redefine their brand, while others may hope to change the community perception about their institution. In the past, radio ads and simple season ticket brochures, were the extent to which athletics departments marketed to their fan base. Today, thousands of dollars and strategic plans are set in place to spread the word, and build that “buzz” around a program. Grand Valley State “This theme becomes a way for all of our fans to rally behind one central concept University (GVSU) and the University of Illinois are two institutions that launched — that the University of Illinois is our state’s school. As the fighting Illini, our two marketing campaigns to expand their athletics footprint in their geographic area. student-athletes, coaches and staff are proud to represent the people of Illinois and we are proud to wear the state’s name on the front of our jerseys,” Thomas said. UNIVERSITY OF ILLINOIS In an effort to strategically position itself in the state of Illinois, the University of Being centrally located in the United States and part of the Big Ten Conference, Illinois external relations team recently launched its new theme ‘ILLINOIS. OUR “ILLINOIS. OUR STATE. OUR TEAM” clearly identifies with the passionate fan base STATE. OUR TEAM” this past year. Mike Thomas, director of athletics at the and pride for one of college athletics’ elite brands. Early stages of the campaign University of Illinois said, “As the began during the 2011-12 basketball season with a redesigned “Block I” placed at flagship public institution in the center-court in Assembly Hall, and this design continued to the 50 yard line of state, this theme describes the Memorial Stadium. The campaign is incorporated into a large-scale brand program statewide follow ing and support of that the athletics department is developing with Nike. The 18-month campaign will Fighting Illini athletics from our culminate with a modernized brand identity including new sport in 2014. millions of fans and alumni in the state of Illinois.” The “ILLINOIS. OUR STATE. OUR TEAM” campaign theme is crucial to engaging Thomas saw an opportunity, but more importantly the timing to develop this theme alumni and fans in one of the most populated states in the nation. The University of could not have been better. Branding is ever more important in intercollegiate Illinois is one of the founding members of the Big Ten Conference, and an institution athletics, and therefore it is necessary for the university to differentiate their program that has won the second most Big Ten Championships (per sport). With recent from others. The Fighting Illini, as a result, internally developed this theme, and set conference realignments across the country, this provided an outlet for the university a plan to implement their new theme “ILLINOIS. OUR STATE. OUR TEAM.” to remind the fan base of its rich history.

22 | NACDA ATHLETICS ADMINISTRATION To help achieve its of positioning themselves as the state’s flagship institution, An identity program also served the purpose of branding the “GV” logo as the the University recently launched a billboard campaign across the state to increase primary logo for Laker athletics. By combining it with the term “country” it awareness of its campaign. New athletics apparel, as well as public service allowed Grand Valley State to brand itself as the region’s college team. “GV” has announcements and other advertising have been part of the rebrand, which aids the become more recognizable since the campaign’s inception, and now people strength of the campaign. The community has responded back to “ILLINOIS. OUR associate the “GV” with the success of GVSU athletics. STATE. OUR TEAM.” positively, and has increased pride for the University of Illinois in the Urbana-Champaign community. A reenergized passion for Illini Doug Lipinski said that the origin of the campaign slogan was to showcase the athletics has been seen across the state as well. The external relations department at region geographically from the Lake Michigan beaches to downtown Grand Rapids, Illinois sees unlimited potential for its new theme, and has plans to continue to align and second was to include the student-athletes at the core of the campaign. GVSU its plan in conjunction with being the state’s flagship university. is a diverse university in many ways, with the main campus in Allendale, a more rural area, and 15 miles away is the urban Grand Rapid. This uniqueness has been Both Grand Valley State and the University of Illinois recently launched branding incorporated in the slogan by showing that “GV” is not just a small secular region, campaigns in an effort to expand their fan base and develop support outside of their but much larger, hence the term country. respective communities. Each department worked tirelessly to make their camp - aigns impactful, and both institutions are now seeing the importance and signifi - One of the special success stories of the slogan “This is GV Country” is the cance of a well-planned re-branding campaign, which has yielded insurmountable recent allowance of the “GV” athletics mark on the state of Michigan license success for both institutions. plates. Beginning this past summer, Michigan motorists were able to purchase license plates with this logo, as well as the GVSU logo. Lipinski believes that GRAND VALLEY STATE UNIVERSITY this campaign has assisted in creating more of a demand for all things GV Nestled on the southwest border of the state of Michigan is a small town called related. The initial goals of the campaign were to create a greater awareness of Allendale. A rural community with a population of 20,000 people, Allendale is the the championship brand at GV, and to get people to put GV in their mind when main campus location for Grand Valley State, one of the fastest growing universities speaking about college athletics in Michigan. “The campaign engaged our in the country. An NCAA Division II institution, GVSU has a championship community and showcased GVSU Athletics as OUR team. The slogan ‘This is pedigree, winning five out of the last six Learfield Sports Directors’ Cups at the GV Country’ enabled us to brand the Division II level. entire region and cover all of our campuses,” said Tim Selgo, NACDA 3rd In 2011, officials at Grand Valley State launched their marketing slogan “This is GV Vice Presi dent and Director of Athletics Country.” It was created as a rally cry for the university to show that not only is it a at GVSU. university for the Grand Rapids metro area, but a university for the entire west Michigan region. Grand Valley State wanted to expand their vision to the What were the results? “You always expect great things, but sometimes things don’t surrounding communities in order to reach new community members and work as well as you might have hoped. This campaign was not one of those times, strengthen their fan base. it was a great success for us and continues to be to this day,” Lipinski said. It has created a greater sense of community on and off campus. Success has continued for In the summer of 2011, the market ing team at GVSU led by Associate Athletics GVSU, and this past football season for the first time in school history they led the Director of Market ing Doug Lipinski, began production on a promotional video for country in attendance at the Division II level. their new slogan “This is GV Country.” Joined with Bill Cuppy Productions, the marketing team The local area has embraced the slogan “This is GV Country” as well. Like many filmed for five days, small college towns, Grand Valley State serves as a major economic force in the west working 8 to 10 Michigan region. With an economic impact of $732 million to the region, the hours a day. They community is fully aware of Grand Valley State. This slogan has reinforced that included a student-athlete from every sport, and filmed in various locations message, while creating the identity that “GV” is right there in the region’s backyard throughout the region to help showcase “GV Country.” Filming student-athletes in and is part of the community. “This is GV Country” has further established the diffe rent locations, like the volleyball team at the beach, was to show the reputation of Grand Valley State University, while helping to expand its brand across community that GVSU was here right in their back yard and was a team the the region. community could support.

ATHLETICS ADMINISTRATION NACDA | 23 By Craig Ricks, VP of Marketing, Paciolan Consumer use of social media grows by the day, and with the ability of each distinct platform to sync with Facebook and harmonize the s social media continues to evolve, college technologies, fans now have access to various sites with the capability to athletics programs are embracing new share messages through multiple mediums. A technological changes. These organizations are tapping into new tools to amplify their UNIVERSITY OF CALIFORNIA communication strategies and boost their presence. University of California (Cal) used PAC Social Powerful platforms allow teams to engage fans and Media to converge their Instagram account with manage two-way conversations via social media, an instrumental tool in their athletics Facebook page. With the merging communicating with fans, students and donors. of the two platforms, Cal is able to offer a customized look to one of their Facebook tabs Social media offers numerous emerging platforms that universities use to and offer fan engagement on their page by sharing reach their fan base, including not only Facebook and Twitter, but also photos posted to their Instagram account. Pinterest, Instagram, Google+ and many others. Harnessing the benefits of multiple platforms and converging two or more technologies is becoming Using the free photo-sharing program and social network, fans of the progressively more common, and affords teams the ability to reach Golden Bears can view updated pictures and have the ability to like, share, additional fans and achieve a wide variety of goals. Here are a few great tweet, pin, post and link photos from the page to their friends and examples from leading institutions across the country. followers. The clickable photos direct users to an interactive Statigram page that offers fans the ability to post comments and view interactions. FLORIDA STATE UNIVERSITY Statigram is a third-party interface that makes mobile-focused Instagram Florida State University integrated Pinterest into accessible online. their Facebook tabs by automatically pulling in select content from their Pinterest boards. To enhance UNIVERSITY OF SOUTHERN CALIFORNIA excitement around the Pinterest Tab, Florida State The University of Southern California (USC) will soon offered fans the ability to also upload photos to be become the first institution in the country to deploy an posted on their “Fan Favorites” Pinterest board. The goal behind the integrated YouTube Channel personalized for their Pinterest integration was not only to create unique, sharable content but unique brand utilizing the PAC Social Media platform. also to unveil merchandise monetization opportunities. In addition to This solution creates fan engagement opportunities for pulling in boards from gameday and fan favorite uploads, Florida State USC and will concurrently drive fans back to their YouTube page also pulled in gameday gear and other merchandise connected to their increasing traffic and generating new monetization opportunities. Team Fan Shop store. For example, in addition to the YouTube video player and photo gallery, The Seminoles athletics department united the two social media platforms there will be a product gallery that can feature an image of a coach or to build brand awareness for a different fan demographic; forging a alumnus wearing USC merchandise. When the customer’s mouse hovers connection to the nearly 1.36 million daily Pinterest users. Of those users, over merchandise in the picture, there is a pop up box with the 68 percent being women, on average spend nearly 16 minutes on the site opportunity to purchase that merchandise. per day, while more than 28 percent of users have an average income greater than $100,000, according to a 2012 study by Modea. Additionally, With the power of social media platforms, institutions are beginning to a 2012 study by Boticca stated Pinterest users spend an average of $180, apply innovative solutions to manage fan engagement and leverage social more than double the amount of the average Facebook user at $85. conversations to highlight their brand.

24 | NACDA ATHLETICS ADMINISTRATION UNIVERSITY OF MICHIGAN Wisconsin also launched a Montee contest tab on Aug. 5, offering fans The University of Michigan executed a the opportunity to win a limited edition Wisconsin football collectable box Facebook milestone promotion — Drive to and autographed photo signed by Ball. Fans were encouraged to enter the 1,000,000 Fans! — from Nov. 21-Dec. 9, 2012, contest via a pop form on the page, or by submitting a question to Ball via using a customized tab with the goal to become Twitter, using a specified hashtag. With two weekly winners, the campaign the first collegiate football program to reach one reached nearly 4,000 participants while almost 1,200 opted-in to receive million fans on its Facebook page using a fan counter application. To Wisconsin’s weekly e-magazine and nearly 1,400 opted-in to receive reach its objective, Michigan utilized PAC Social Media’s “Fan-Gate” football ticket and promotional information. technology, which requires fans to “Like” their page to gain access to exclusive promotions and prizes. BOWL GAME PROMOTIONS Leveraging Facebook promotions enhances a university’s reach to engage Michigan set promotional thresholds of 990,000 fans, 995,000 fans and with their fans and enables an athletics program to increase its ticket one million fans, unlocking the ability for fans to register to win unique selling and database building opportunities. prizes through a sweepstakes contest. Once fans “Liked” their Facebook page, and the milestone was achieved, they were enabled to register to win. Both Central Michigan University and the University of Cincinnati Prizes included the opportunity to win club seats and tickets to three 2013 utilized their Facebook pages to deploy bowl ticket promotions to elevate football games when the page reached their first mark of 990,000 fans. excitement around their bowl games and avail ticket sales opportunities to each of their respective bowl games. Once Michigan’s page reached one million fans on Dec. 5, the university thanked participating fans with a sweepstakes where one fan won a pair Central Michigan offered a bowl promotion to fans of 2013 season tickets. Additionally, two fans each won two tickets and that “Liked” and then purchased tickets at the pre-game sideline passes to their notable 2013 home game versus Notre official Central Michigan football Facebook page, Dame and two additional fans won two tickets and pre-game sideline and presented those fans with an automatic passes to the rivalry game versus Ohio State in 2013. Michigan opportunity to win a grand prize of four tickets to announced the five randomly selected sweepstakes winners via their their Little Caesars Pizza Bowl game and four tickets Facebook page on Dec. 11, 2012, to their million-plus fans. to the pre-game tailgate event. Along with their promotional tab, Central Michigan implemented a Bowl Central tab, featured on both the At the conclusion of Michigan’s campaign, the university gained 17,914 university’s official athletics and football pages, that allows for easy access new fans of their official football Facebook page. With 9,512 unique to information and fan engagement that led up to the Dec. 26 game. entries during the course of the promotion, Michigan also gained more than 4,600 new subscribers that chose to opt-in to receive their Michigan Cincinnati launched an exclusive promotion through their Insider email. official athletics Facebook page, automatically entering those fans who purchased tickets through the Facebook promotion WEST VIRGINIA UNIVERSITY to win prizes, including a free pair of tickets to their bowl West Virginia University launched two Facebook tabs game, two Big East Conference men’s basketball ticket at the university’s official Facebook page with a bundles and an autographed bowl poster. plethora of content, including an exclusive tab and a ticketing tab. The university’s exclusive tab offered a MANAGING CONTENT AND TWO-WAY CONVERSATIONS unique poll for fans of the page to vote for their WITHIN SOCIAL MEDIA favorite offensive football player, a scrolling and ® Universities and associations are now able to socially shareable photo gallery, an integrated Mountaineer Athletics YouTube promote events, create unique offers to build and video player, and a converged Twitter wall highlighting athletics content. engage their database, and amplify their social media efforts by leveraging a partner ship between Paciolan West Virginia also incorporated a ticketing tab where they integrated their and Buddy Media, a social enterprise software online box office page to sell tickets to the university’s many events, developer that is now part of the Salesforce.com including football and men’s and women’s basketball using a drop- marketing cloud. The system enables easy customization of content, helps menu to select tickets and promotional plans. The tab also promoted their to monitor and manage conversations, and grow social databases with various official athletics teams’ Facebook pages and also encouraged fans active customers. to “Like” each page. College athletics organizations are provided with an intuitive interface to UNIVERSITY OF WISCONSIN efficiently manage social media conversations with their fans and The University of Wisconsin implemented a customers through Facebook, Twitter, Google+, YouTube and LinkedIn. Facebook ticketing tab to promote and sell tickets to Using the system, institutions can implement a solution to better manage their various athletics events via the university’s their social media effort across their organization allowing them to save official athletics Facebook page. Wisconsin’s tab time, better manage resources, and have a cohesive message. offers fans the ability to purchase tickets via their social media page, providing those fans with a drop-down menu of each NACDA is leveraging the platform to manage their social media channels, athletics team to choose the event of their choice. manage conversations and increase user participation.

ATHLETICS ADMINISTRATION NACDA | 25 NACDA has utilized the technology to deploy Seminoles fans who sign up with an email address link their social media Facebook tabs for membership and their Annual accounts and are able to earn points by swiping their student ID at Convention. With their membership tab, NACDA university events, posting, commenting on, sharing messages or photos, launched an enter-to-win contest using a pop form and inviting friends to participate at each of the university’s official giving participants the chance to win a free Facebook, Twitter, Instagram and Foursquare sites. registration to their 48th Annual Convention in 2013. NACDA also included a photo upload caption In turn, fans earning Spear-It reward points can redeem their points for contest using a pop form to build their digital scrapbook. Contest contest prizes such as an iPod Touch, iPad, merchandise and also enter contributors are entered to win a digital camera. contests and have access to win other selected prizes. Florida State offered 50 tickets to the 2013 Discover Orange Bowl for 20,000 points per ticket. Employing a similar theme with their Convention tab, NACDA created a All 50 tickets were redeemed within five hours of launch. poll to prompt sharing and feedback from users. The user-friendly tab offers interactive and shareable photo galleries of the 2012 Convention, Athletics According to Ryan Pensy, Florida State’s assistant athletics director for Administration highlights, and a list of NACDA sponsors. digital media, the social rewards program had a reach of 10 million people in 30 days on Facebook and Twitter after it went live. Using these systems, institutions are provided with improved conversation management by tracking incoming, outgoing and flagged With an emphasis on garnering fan engagement and for their involvement streams with the interface’s customizable columns. Furthermore, that assist to spread their brand and messages, other institutions are institutions can effectively improve their customer service using the embracing rewards programs to increase fan interaction. platform. The solution defines user permissions to flag key terms and pre- set terms to manage conversations on gameday or in-game. Baylor University implemented a social rewards platform to unveil the Baylor Bold Rewards and With the implementation of social media platforms and solutions, program. The program focuses on fans who interaction and two-way conversations can be efficiently and effectively share and like Baylor Athletics Facebook posts, managed on a day-to-day, hour-by-hour basis. While each system is images and videos; official Twitter retweet posts and unique to what it offers, maintaining and expanding fan relationships and hashtags Tweets; check-ins at Baylor athletics their experience is leading to new opportunities within social media. facilities on Foursquare; and/or uploading images to row27’s CrowdCameo photo-sharing application. Fan interaction in college athletics is steadily driving the focus of social media to new realms as universities look for ways to increase participation Baylor rewards fans as point totals are accumulated and defined point and encourage fans to remain active in their social communities. levels are surpassed.

EMERGENCE OF SOCIAL GAMIFICATION AND SOCIAL In its first 100 days, Baylor’s program had a reach of more than 13 million REWARDS PROGRAMS fans, reaching nearly 90 percent of those fans through Facebook. College athletics institutions have begun to adopt social rewards programs Additionally, the university reached more than nine million fans with to engage fans and boost their social media footprint. row27, a digital agency Likes on Facebook, and had more than two million shares from fans using for sports teams, developed the innovative FanMaker Rewards program to the social media site. incentivize and reward fan activity across social media. According to row27, the values of mentions on Facebook and Twitter are Fans of an athletics program are urged to create an account and link their exponential, with Facebook Likes being estimated at $1.34, Facebook multiple social media profiles to earn rewards points for increasing the Shares at $2.52, while Twitter mentions garnered roughly $0.80 in 2011, university’s exposure. The program allows participating universities to nearly double that of 2010. reward their fans points for sharing messages, which has the potential to reach thousands instantly. It tracks real-world activity and is able to track Implementing fan engagement platforms and programs, converging every interaction within a university’s brand, including tickets, donations, technologies and embracing social media management tools are driving a online and merchandise purchases, and ticket scanning and student ID dramatic change in social media and how college athletics programs are swipes to athletics events. managing their brand and creating an involving atmosphere for fans to stay connected with their universities. Florida State implemented the social rewards program, offering students and general fans rewards for sharing content and participating in With the integration and implementation of various solutions providing conversations on the university’s official social media platforms. Due to the convergence of social technology, social media’s union with college the reach of the program and the growing link with social media, Coke athletics is here to stay. Zero partnered with Florida State to become the official sponsor of the school’s Spear-It rewards program.

26 | NACDA ATHLETICS ADMINISTRATION

By Erin Dengler, NACDA

he presence and power of social media has become almost commonplace in intercollegiate athletics, but the extreme volume Tand clout social media holds as it continues to evolve and further expand, continues to be explored. There is always something coming next, but what is it and how do we look ahead to figure out what the next big thing is? Sometimes we must look outside college athletics to find the next big thing in our industry. Such was the case with the University of Oregon’s (UO) ‘Quack Cave,’ a social media command center modeled after the likes of major companies like Dell, Gatorade and the NHL’s , all of whom institute and administer a command center dedicated to their social media presence online.

The idea for the first social media hub in college athletics actually came from a NACDA/NACMA webinar sponsored by Paciolan in the fall of but were extremely active and knowledgeable on the vast social media 2011. The New Jersey Devils presented on their social media command platforms that Oregon uses, including Facebook, Twitter, YouTube, center named Mission Control. A few members of the Pinterest, Google + and Instagram. What better way to do this than seek the athletics marketing and communications departments were on the vocal and frequent users of the hashtag #GoDucks? The marketing depart - webinar, including Senior Associate AD and NACMA 1st VP Craig ment monitored about 15 students during the course of a few months, Pintens. It was immediately apparent that this concept would work for the based strictly on what they posted and how active they were on social Ducks and could be a homerun if done right, not only changing the way media, and reached out to them to see if they would be interested in helping social media is monitored in intercollegiate athletics, but also as an UO launch the Quack Cave and monitor the Ducks social media platforms. opportunity to uniquely brand UO Athletics. The initial email to potential Quack Cave staffers was fun and unique. It Oregon’s social media philosophy does not rely on the amount of was exactly what was needed to make an instant impression on the followers or ‘likes,’ but instead on its unique content, ability to engage its selected students — short and sweet and portraying the Ducks social audience and be fan-centric, while focusing on influence rather than media strategy while still connecting on the student’s level: growth. These goals would seemingly all be met with a social media hub. With the seed planted in late 2011, the marketing and communications ‘We’ve been watching you. Well, not in a stalker sort of way, but we’ve noticed departments worked to make it a reality during the next six months, you’re good at this whole Twitter thing here on campus. In short, you get it. which started with finding a place to put the Quack Cave. A small storage room would soon transform into a cutting edge social media hub, the first We want to invite you to be part of an elite squad of super social media ninjas, of its kind in college athletics. The goal of the Quack Cave is to not only showcasing your skills for the Oregon Athletic Department. Despite your continuously and exclusively monitor the Ducks brand, but also have it superior social media skills, we need you to keep this confidential. We will be staffed by students. launching a mission control for social media in the next couple weeks that will be complete with eight monitors, multiple iPad’s and computers and staffed entirely STUDENT IMPACT ON THE QUACK CAVE with social media savants like yourself. “Students are a great resource on campus, and in most cases they are better at social media than most of us full-timers, so it just makes sense, We want people who understand social media isn’t about monetization, it isn’t while also giving them real world experience promoting a brand,” Pintens about how many followers we have, but it’s about the connection with our fans said, on using students to monitor one of the most recognized brands in and creating unique content. college athletics. The Ducks even went as far as seeking students to design the Quack Cave, coincidently enough, through social media. Last April, Are you up to the challenge? It is an unpaid position, but the chance to get in on Pintens, who has more than 4,000 followers on Twitter, sent a cryptic the ground floor in a special project we think will take college athletics by storm. tweet asking if any architecture or interior design majors wanted to help If you are interested, send me a response back as we’d love to tell you more’ with a secret project. Two interior design graduate students, Miranda Lee and Anna Miron, responded to Pintens within 10 minutes, and were Not many of the selected students gave up the chance to gain such a signed on to completely design the Quack Cave from scratch, including unique experience, and the momentum of the Quack Cave moved layout, design, furniture, etc. forward. Some slight training was needed for compliance issues, but all students working in the Quack Cave have the capabilities to share Not looking to hire any more full-time staff members, the next thing on the information, answer fan questions, etc. For the most part little training to-do list was to find students who were not only interested in the Ducks, was needed on this, as all of the students knew what they were doing, and

28 | NACDA ATHLETICS ADMINISTRATION knew it well, which comes as little surprise to the rest of us working in tweeted “Can anyone stop Oregon? They look unstoppable every week.” college athletics. To which the Quack Cave retweeted with the #YFTFT hashtag.

THE LAUNCH The Quack Cave officially launched on Aug. 8, 2012, just in time for the Ducks football season. It quickly received attention on all major media outlets, including Mashable, ESPN, CBS, Yahoo, SB Nation. Even with one of the largest social media footprints in the country, Oregon wasn’t sure what to expect, but it didn’t take long for Duck fans to embrace the Quack Cave. “The idea behind the Quack Cave isn’t to report on the game, but to show people what’s going on around the game,” Pintens said. “Our fans are our eyes and ears out there.” The Quack Cave has its own Twitter handle (@QuackCave) which is monitored in the Quack Cave, along with 30-40 other accounts Oregon administers, which does not So far, the Quack Cave has only fully delved into Oregon football, but include monitoring coaches accounts. Fans share gameday photos, that’s not to say other sports aren’t on the way. They will likely test it out stadium photos, rivalry photos, etc. during Pac-12 basketball play and post-season action for other Duck sports. In a short time, the marketing department has learned a few The most popular tweets from the Quack Cave was the weekly uniform things, and continues to look for best practices to stay ahead of the game. reveal. Each week, the first place the uniform selection was revealed was the Quack Cave Twitter account. Although no official tally is kept with “There is always room for improvement, our goal is to be the best in the how many interactions the Cave makes on a weekly or daily basis, but country” Pintens said. “If we want to achieve that goal, we have to stay on based on the amount of fan tweets and retweets, the impressions are in top of trends.” the thousands. In less than six months, the Quack Cave has quickly grossed nearly 6,000 followers, which pales in comparison to the main Phase two of the Quack Cave is already in the works, with the possibility Ducks Twitter (@GoDucks) and Facebook accounts, which reaches more of moving it to a bigger location, making the screens bigger with faster than 500,000 fans combined. According to the Sooner Sports social hardware, possibly adding a desk component and adding a webcam so media rankings, Oregon ranks top twelve in the country on Facebook, fans can see what goes on inside the Quack Cave. It’s also the hope that Twitter and YouTube. Full rankings can be found here. This does not the Quack Cave could soon host a weekly live chat, most likely in the include the Oregon football Facebook page, which has more than form of a Google hangout, but again these are all just hearsay for now, 615,000 fans and ranks third in the NCAA. because what Oregon has going is a good thing that is essentially still in its infancy. But the wheels are always turning, as Oregon looks to marque FOR THE AVERAGE FAN? an innovative and fun brand. Thus far, the Quack Cave has exceeded But as Pintens says, the Quack Cave account isn’t for the average fan, it’s expectations, both in functionality and publicity, which were two of the for the super fan who can’t get enough of the Ducks and wants all the main goals at the start. latest news and behind the scenes action of UO Athletics. UO Athletics is now able to interact directly with fans in real time, whether it’s answering The Quack Cave was just the thing Oregon needed to take their social inquiries, commenting and sharing fan posts and gameday photos or media experience to the next level. It not only adds ‘hands on deck’ when joining in group discussions. They also are looking to draw in fans who monitoring the brand, but it gives students a premiere experience to take already have a favorite team. Part of the UO branding strategy is with them after they leave Eugene. With the success the Ducks are recognizing that many people already have a favorite team, so the Ducks having, coupled with the continuous increase in social media exposure in want to be your second favorite team. When they spot someone who is or college athletics, it’s likely that other institutions won’t be far behind. probably is a fan of another team talking about us, they use the hashtag Although an experience of this caliber might not work for everyone, as #YFTFT, for Your Favorite Team’s Favorite Team. For example, Lebron many of us already have mini Quack Cave’s in our office’s in the form of James tweeted about Oregon’s uniforms, and Jimmer Ferdette, former Buddy Media, Tweetdeck, Hootsuite, etc., it never hurts to think outside BYU basketball star, who now plays for the NBA’s Sacramento King’s the box when it comes to social media.

ATHLETICS ADMINISTRATION NACDA | 29 ow that the 2012 #NBCFail and other sarcastic parodies. But according to Twitter and NBC, Summer Olympics have the jokes made up only a slim minority (under 0.5 percent) of all Twitter. Ncome to an end, and the In fact, the Twitter commentary seemed to drive more viewers to turn on record books have been filed, it their television sets and watch the games than ever before, even hours after appears the overall winner of the events happened. “It was more of a daytime teaser, driving people to #London2012 was the social prime time,” said Chloe Sladden, vice president for media at Twitter. media world. The impact of what is being hailed as the first ‘Social UNITED STATES OLYMPIC COMMITTEE Olympics,’ is just now sinking Here on our own turf, the USOC, who are charged with supporting the in, with a confirmed 9.66 million U.S. Olympic and Paralympic athletes in order to achieve continued tweets going out worldwide competitive excellence, while preserving the Olympic Ideals, had a social during the opening ceremony media strategy of their own. With an extensive internal editorial calendar, alone. Twitter was only two years the London 2012 event calendar, and the NBC broadcast schedule, the old during the Beijing Olympics USOC media team planned the timing of each post. They used social in 2008, and therefore was barely media to break news in real-time, looking to be an added source of on its feet, but 2012 was a inspiration to U.S. fans. This meant tweeting results, race and event completely different ball game. coverage. On top of that, they then posted coverage to correspond with For 17 days, athletes, fans and the broadcast in the U.S., which included a link to their website the media across the world took (TeamUSA.org) to engage fans as they were watching the results unfold on to Twitter, Facebook, Instagram, TV. The USOC saw social media as an opportunity to bring fans closer to Pinterest and other social media the Olympic Games than they had ever been before. This meant bringing scapes to document their unique the fan into the Olympic experience with photos from the USA House, experiences at the Games, or just behind-the-scenes coverage of the Opening Ceremony, quotes from as a fan thousands of miles away. athletes and celebrities, among other things. They also ran a “Twitter Ticket Giveaway” promotion to provide followers in London with the These social channels provided opportunity to win tickets to six events. This promotion was launched content like no other medium, immediately following the Opening Ceremony. The USOC personally allowing unique access to the coordinated getting the tickets to all of the winners, however they world’s greatest athletes, making even the ordinary fan feel a part of the received interaction from fans both in London and in the States. action. In addition to the sheer volume of digital media throughout the According to Maura Cheeks, coordinator of digital media for the US Olympics, this year was the first time for social media offenses, which we Olympic Committee, the fans in London seemed to be thankful for saw not only from athletes for various inappropriate tweets, but also a receiving an “award” for following Team USA on Twitter and the giveaway British journalist for giving out contact details of an NBC Executive. The seemed to signal to fans that were not in London that they should tune International Olympics Committee (IOC) issued guidelines pre-emptively into the USOC handle for a chance to win prizes. to combat possible fallouts from the social media storm well before the 2012 games took place. All athletes were subject to the IOC’s Social Media CONFERENCE IMPACT Blogging and Internet Guidelines. Beyond that, the United States Olympic The 2012 Summer Olympics also included a number of collegiate student- Committee (USOC) provided media training for all athletes who competed athletes, from the United States and throughout the world. Each in the Olympic or Paralympic Games which included best practice conference that had student-athletes participating in the Games had its suggestions for how athletes should engage in social media. The USOC and own strategy in promoting and recognizing the athletes. The relationships IOC work together to promote certain initiatives, content or campaigns with the individual institutions helped the conferences gather information, that are relevant for Team USA fans. while also serving as a one-stop-shop to follow specific conference student- athletes. Twitter seemed to be the most widely used avenue, as conferences Another hot topic at the Games was the timing of events and how this established a hashtag (#) for followers to use and track throughout the should be made public to those of us not in London. With London being games; for example the SEC used #SECOlympics12, while the Big 12 used at least six hours ahead of everyone, results were available via social media #Big12London. By clicking on the hashtagged word, it will show you all of long before we were able to watch in prime time in the United States. NBC, the other tweets with that hashtag/keyword. People using who covered the Olympics, was criticized for its decision to time-delay #SECOlympics12 or #Big12London in their tweets would log and allow most events, which ultimately turned into a twitter joke with the hashtag anyone to see what people are talking about in regards to those conferences

30 | NACDA ATHLETICS ADMINISTRATION in the Olympics. The ACC took it one step further, dedicating a unique The SEC tied in their Olympic coverage with the Title IX 40/40 Twitter account to the Summer Games, using @ACCinLondon12 for users celebration. They created a landing page on the SEC Digital Network to follow, highlighting the nearly 100 participants with ACC ties. This also beginning June 23 (the day Title IX was signed into action) to Aug. 17 (40 included a hashtag, #ACCOlympics, with an easy to follow list of workings days). Each weekday during that period, the Conference posted participants sorted by both sport and institution. Working with the ACC a story, bio, Q&A, photo blog, etc., that celebrated women’s athletics in Digital Network to create a unique look the Conference. Much of the content was on SEC Olympians and those and feel for “ACC in London 2012,” a stories were promoted on various social media platforms including logo with torch and flames the color of Twitter, Facebook and Pinterest. Although the SEC is still pretty new at Olympic rings, and a dedicated “ACC Pinterest, it still saw moderate success, as the #SECOlympics12 pin board Olympics Village” on the ACC website had 692 followers and 24 pins, while the SEC 40/40 pin board had 683 at theACC.com/ Olympics. This site followers and 40 pins. featured a search able and sortable directory of ACC participants that RAPID GROWTH THROUGHOUT THE GAMES included their headshot, country, The social media marketing firm Wildfire, recently acquired by Google, institution, Twitter handle and up-to-date progress in the Games, creating looked at the top performing athletes on Facebook and found that many a user friendly interface. top performing athletes saw immense growth in their Facebook fan pages throughout the Games and beyond. For example, Gabby Douglas, a The Big 12 saw the Olympics as an opportunity to uniquely promote member of the U.S. women’s gymnastics gold medal team, has grown her participants in a typically “slower” time in college athletics, bringing some Facebook fan base by 3,994 percent. However, not all fan bases are the unprecedented traffic to conference and participating institutions same, as athletes like Steve Lewis (British pole vaulter) and Camille websites. The Big 12 relied heavily on its institutions and others affiliated Muffat (French swimmer) have the most engaged fan bases (meaning with the Games to retweet/share information. Similar to the ACC, the likes, comments and shares), which yields potential sponsorship deals. Big 12 had a dedicated page that included all Olympic athletes with ties to the conference along with the date and eventual result. They also listed Wildfire also examined countries with the most athlete page likes, relative competitors by sport on the right-hand-side and provided a medal count. to the country’s number of active Facebook users. Jamaica had the top This served as a home page to give fans a one-stop-shop for Olympic global reach due to Usain Bolt, Jamaican sprinter whose Facebook page has coverage, as well as a landing page to direct fans to Twitter and Facebook. more than seven million likes. Switzerland has the second highest global Big 12 staff members were assigned specific days to promote the events reach because of the widespread popularity of Roger Federer, a professional with photos and posts about successes. These efforts were strategically tennis player who is considered to be the best tennis player of all time. planned, with the most difficult aspect being identifying all competitors Finally, Wildfire compared the London 2012’s Facebook presence to that of with ties to the conference. Member institutions were extremely helpful other international sporting events and found that the median growth for in these efforts. Olympics athlete pages was more than nine times that of European Football (UEFA) and more than seven times that of the Tour De France athlete pages. 2012 Olympic fans are far more engaged than fans of other international sporting events. They are liking athletes’ posts six times as much as UEFA fans and two times as much as Tour De France. There are now nine times more users on Facebook than in the Beijing Olympics and four times more users on Facebook than in the Vancouver Olympics.

Whether you had student-athletes participating, or were just a fan, these examples of social media interaction, growth and popularity are further proof of just how much of an impact social media has throughout the world and there is no better example of this than the 2012 Olympics to show this world-wide impact. With the 2012 Summer Olympics under wraps, we can now better understand what went on during those 17 days from a global media perspective. If the drastic change from the 2008-12 games were any indication, it’s likely social media will have an unprecedented impact as we look ahead to the 2014 Winter Games and 2016 Summer Games.

ATHLETICS ADMINISTRATION NACDA | 31 GETTING TO KNOW

lisa sweany CEFMA PRESIDENT

POSITION/INSTITUTION: Athletics Director/Armstrong Atlantic State University

NUMBER OF YEARS IN YOUR POSITION: 1

ALMA MATER: Tri-State University

HOMETOWN: Indianapolis, Ind.

Why did you became involved in CEFMA: before reacting to something or someone. When I have the ability to wait, Throughout my career, I have always been involved with facility and I try to reflect on a problem/issue before making a quick judgment call on game operations and when Steve Adams contacted me to gauge my the spot and regretting the decision afterward. interest in the formation of the association it made perfect sense to get Advice for those looking to get into athletics administration: involved. Collegiate facility and game management personnel lacked Network, network, network. Also, be prepared to volunteer to show your the organizational structure to seek out best practices and my goal was enthusiasm to be in athletics administration and to show off your skills. to assist CEFMA not only in developing these best practices but also Biggest challenge to working in athletics: creating networking and educational opportunities for our profession. Multi-tasking, there just never seems to be enough time to finish one Favorite part about being in CEFMA: project before another gets started and you have to be able to juggle all the The networking I have been able to do with the best in the business, things going on at once and still move your department forward. covering all divisions, budgets and facility and event sizes. Dream job: Greatest accomplishment to date: I’m living the dream, athletics director at Armstrong Atlantic State University. Becoming the first female athletics director at Armstrong Atlantic State Who would you choose to switch places with for a day: University. Annika Sörenstam at the height of her career. Most important skill you have developed in your career: What do you see yourself doing upon retirement from athletics: Listening skills! Traveling, playing and enjoying life! Best advice you were ever given: Three people you would like to have dinner with: My father has always told me that it’s important to think things through Abraham Lincoln, Babe Zaharias and Amelia Earhart

My favorites PLACE TO EAT ...... Ele in Savannah, Ga. HOBBY ...... Reading and playing golf SPORTS MEMORY...... Winning first Indiana High School State Championship in softball BOOK ...... Too many good books to choose from but a recent favorite is “Fall of Giants,” by Ken Follett CITY ...... Savannah, Ga. PRO TEAM ...... TV SHOW...... The Closer (iPHONE/DROID, ETC) APP ...... Words with Friends CHILDHOOD MEMORY...... Fishing with my grandparents all over the country HOLIDAY ...... Thanksgiving

GETTING TO KNOW CEFMACOLLEGE PRESIDENT LISA SWEANY TRADITION/RIVALRY ...... Growing up in Indiana, I have lived through many a Purdue/IU rivalry games and still love to watch them play

32 | NACDA ATHLETICS ADMINISTRATION The Open Lay-Up With :00.1 On The Clock. That’s Logistics. The forward sets a pick. The guard curls around, streaking towards the hoop. The center lobs the ball to the guard, who banks the winning basket into the net. The coordination of personnel and equipment designed to achieve the best possible results. That’s logistics. At UPS, we understand logistics. We live logistics. We love logistics.

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stephen ponderNAADD PRESIDENT

POSITION/INSTITUTION: Senior Executive Associate Athletics Director/Ole Miss

NUMBER OF YEARS IN YOUR POSITION: 1

ALMA MATER: North Carolina State

HOMETOWN: Marshall, N.C.

Why did you became involved in NAADD: Best advice you were ever given: Bobby Purcell thought we all needed to learn from others and become Do the little things and don’t worry about the credit. better connected across the country with our peers. Dream Job: Favorite part about being in NAADD: AD at 1 of 5 places. Truly meaningful life-long friendships. Twitter handle: Biggest challenge to working in athletics: @stephenponder Even more so than time demands on family, I would say explaining to Who is your favorite person to follow on twitter?

other people what we do. rk4au Greatest accomplishment to date: Who would you choose to switch places with for a day: In addition to my kids, maintaining great relationships with donors President of the United States. and co-workers from NC State, Arizona State and now Ole Miss. If you could attend one sporting event this year, it would be: Most important skill you have developed in your career: My son’s game. God gave me the skill to remember names, places, games and connection Four people you would like to have dinner with: points but I swear I always forget something at the grocery store. Both sets of my grandparents. Advice for those looking to get into athletics administration: What do you see yourself doing upon retirement from athletics: Manage your expectations as this profession is truly a marathon and I cannot imagine being retired, if I have to retire, I would say be not a sprint. involved in travel somehow.

My favorites PLACE TO EAT ...... No favorites, it is more about who is with me than the food HOBBY...... It used to be golf, now it is finding time to just hang out with family and friends SPORTS MEMORY ...... Lorenzo Charles’ dunk in 1983 BOOK ...... The Five Dysfunctions of a Team, by Patrick Lencioni CITY ...... South Beach TV SHOW ...... Anything on ESPNU MUSICAL GROUP/ARTIST...... Kenny Chesney CHILDHOOD MEMORY ...... Going to NC State games with my dad HOLIDAY ...... Thanksgiving COLLEGE CAMPUSES...... Ole Miss, Arizona State, NC State GETTING TO KNOW NAADD PRESIDENT STEPHEN PONDER

34 | NACDA ATHLETICS ADMINISTRATION CABMA | CORNER

STRUGGLING WITH AN ADDICTION Most athletics department administrators will begin talking about TO BUREAUCRACY athletics organizational theory by mentioning silos. Silos refer to another characteristic — a distinct division of labor. One person No matter who you are in the athletics department, you probably handles the majority of all processing of a specific function. will eventually run into a brick wall of bureaucracy. It Silos are incorrectly labeled. Silo sounds as if there is a possibility of probably started in the most innocent way. Imagine the activity or something actually getting done. I now issue a decree first athletics competition between Harvard and Yale in Josh Boone wrapped in “red tape” that from this day forward, all silos be referred rowing; I laugh at the thought that someone probably to as what they really are: smoke stacks. Smoke stacks are where came up afterwards and asked, “To whom do I give hopes, dreams and ambitions of getting anything done are sent to be these receipts?” burned. Smoke stacks need to be eliminated. Instead, coaches and staff members should be able to call anyone in the business office and The etymology of the term “red tape” can be traced to get support concerning any process. either the marriage annulment petitions from Henry VIII in England or from Charles V’s important governmental documents Rules should be stripped down to the minimum amount possible. I in Spain. These documents were all sealed with a red tape to distinguish realize that there are NCAA compliance rules and university business them as important versus a regular rope for standard documents. Even rules that we must all address; however, we should avoid dog piling though technology has improved since then, it probably takes about the onto the heap. Adding more rules and regulations only grows the same amount of time to get things done. Why does this happen when tendency of your business office turning from a “check point” to a we have computers and they had scrolls? “choke point.” A good practice is to review all policies on a yearly basis and reaffirm them. If they aren’t reaffirmed individually then the rules Red tape permeates most of our governmental and large institutions. It lapse and become void (not a bad idea for NCAA to adopt either). particularly becomes a liability for organizations that participate in a competitive environment. While it’s true that it will take you four hours All processes should be mapped along a business office timeline: before, to get your driver’s license, I don’t think the DMV of Florida and the during and after. What does the process look like for a coach when they DMV of North Carolina are going to line up against each other this begin a reimbursement? Are there metrics that you can establish in Saturday. It also is a liability when trying to attract the best employees dealing with how long a document takes to move through the business to your organization. office? Are there relationships you can build with peers on campus to make the system more efficient? While your business office is a cog in the gears of bureaucracy, it doesn’t have to contribute to, or be a victim of it. Most business offices have Another element of bureaucracy is that everyone should be treated the small staffs that can be structured to be nimble and more responsive to same, or purposely impersonal. A consistency in your business office is staff and coaches’ needs. vital for success, but treating everyone the same in all situations doesn’t allow for any flexibility. Treat staff and coaches as unique individuals. Max Weber, a German sociologist, laid out some characteristics of Recognize the individual differences in coaches. For example, some are bureaucracies. The most prevalent characteristic is a hierarchal good at paperwork. Some aren’t. structure. The athletics director is at the top, followed by senior administrators, coaches, middle managers, front-line employees and Developing strategies based on individual coaches’ strengths and student-athletes. Where student-athletes should and actually do fit in weaknesses is a key factor for success. This might include developing this hierarchy is a topic for another article; however, this pyramid training and guidance tools to help them along. Or you could assign a structure should be inverted so that the student-athletes are at the top business office person to aid that individual coach. This is particularly and the athletics director is at the bottom. Most coaches want to put effective during an onboarding process. Your business office staff their student-athletes in the best possible position to succeed during member develops a relationship with that coach. Once a relationship competition by calling the right plays or having successful practices. It develops, people can have candid conversations with one another. This should be no different in the athletics department or business office. is a great tool in the fight against red tape.

The organizational chart should be pulled out of a drawer and updated I can hear the replies now, “Great ideas, but it’s not rooted in reality.” Be so that your front line employees, the people actually making it happen, positive. Without positivity, nothing great can be accomplished. are given the top line. The administrators underneath should play a Fighting the addiction to bureaucratic principles has to be a daily ritual,

supporting role in their daily business operations. All business office while asking the basic question of “Why are we here, and how can we R E N R O C | A M B A C employees should be trained in, and drilled in, every process that get better?” touches a coach or staff member. This would generally include all processes regarding purchasing, reimbursements, advances, payments Josh Boone is the assistant athletics director for business and operations and any other general business operations of the department. at Miami (FL).

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WWW.CABMA.COM NACDA | 35 CEFMA CORNER

DEVELOPING A COMPREHENSIVE GUEST Beware of corporate trainers, from a wide range of unrelated industries, SERVICE PROGRAM IN COLLEGE ATHLETICS who only offer a cookie-cutter approach to training, often insisting your program be adapted to their curriculum. Make sure you have significant Facility and event managers in college athletics, regardless oversight in development of the training methodology. of their institution’s NCAA classification or conference affiliation, are becoming increasingly more adept at One last comment about preseason training — be very judicious when providing an improved guest experience at their venues. Brian Crow considering online modules. Very few online programs can replace the While athletics department marketers, ticket managers energy, camaraderie and interaction of preseason face-to-face training, and development officers have long known the value of particularly when training returning staff members alongside new repeat customers, facility and event managers have only employees. However, one situation where online training may be effective recently begun to understand their role in maintaining is during the in-season refresher. loyal, satisfied guests. 2.) In-season refresher training Average attendance at collegiate sporting events has dropped or remained Refresher training during the season is often overlooked as administrators, stagnant in the last five years due in part to advanced technology that allows event managers, facility managers, supervisors and front-line staff members athletics program supporters to remain avid fans without setting foot in the become caught up in the routine of the season. This can lead to complacency actual venue. Watching a televised game in high definition at home, at a sports and shortcuts, as obstacles such as inclement weather, length of season and bar or through streaming video on a mobile device, has become an attractive poor team performance can interfere with good guest service. alternative viewing option. In order to establish game attendance as the preferred method for consuming the sport product, the game experience must A structured, continual review of policies and procedures, along with continually be improved. The development of a comprehensive guest service discussion of situations that occur throughout the season, is essential to program is a proven, cost-effective way to improve the guest experience. keeping the staff engaged and up-to-date. This may be successfully achieved through online training. Completion of self-directed season-long modules There are four basic components necessary to successfully develop a (as brief as 15 minutes each) can be used to monitor comprehension, reward comprehensive guest service program. Each of the components should be exemplary employees and for employee certification. customized to the specific venue, and more elements may be added based on need and resource availability. 3.) Mystery shop One of the best ways to improve the guest experience is to have trained 1.) Preseason guest service training observers monitor one or more of your events from the guests’ perspective. A meaningful way to show how much you value the front-line staff and This can include monitoring of ticket office operation, traffic, parking, supervisors (and ultimately the guests) is by committing to an on-going, ingress, venue knowledge of staff members, security, concessions, structured training program. Make it fun. Make it interactive. Make it cleanliness, egress and many other aspects of the gameday operation. meaningful. Above all, make it fresh — year after year. The content should be presented in a way that reinforces your athletics department’s core values, The timely dissemination of the mystery shop results can be used to update demonstrates the trust you have in your employees, and encourages staff to staff members in the in-season training modules. Season-long results from solve guest concerns. the mystery shop program can be used to help develop the training curriculum in subsequent seasons. There are many advantages to having an outside consultant help develop and deliver the training program in conjunction with your event management 4.) Postseason evaluation staff. Creating a complete training curriculum will take several weeks, if not The last component is a postseason evaluation of the event staff, drawing on months, and your guest relations team can focus on its regular duties while feedback from many constituents. This data can be collected from supervisors, periodically monitoring the consultant’s work. In addition, the consultant front-line staff, fans of your team and opponents’ fans through focus groups may have expertise from years of working with personnel at other sport and guest surveys (face-to-face and online). Additional data from incident venues, and will likely include successful best practices from those venues reports, police reports and mystery shops should be analyzed to determine into your customized training curriculum. Finally, the consultant, depending areas of excellence as well as components that need to be improved. upon his or her experience, will bring a level of expertise and credibility. Even when the content of the message is the same as when training is developed Brian Crow is the President/CEO of GameDay Consulting. in-house, having it delivered in a fresh, engaging manner by an outside expert can have a positive impact on the participants and ultimately the guests.

It is recommended that you find a consultant who: a) Focuses solely on the sport industry b) Develops a curriculum specific to your needs c) Only takes on a few clients per season d) Charges reasonable rates CEFMA CORNER

36 | NACDA WWW.NACDA.COM/CEFMA COSIDA | CORNER

CoSIDA: LEADING THE DIGITAL • promoting and moderating a chat group on LinkedIn; COMMUNICATIONS AND SOCIAL MEDIA • promoting and participating in the weekly SIDChat, an online REVOLUTION IN COLLEGE ATHLETICS discussion of topics and issues facing the athletics communicator; • promoting The SID Board forum channel where communicators We all know social media has caught on for everyone, can get answers to their questions; everywhere. What we’re doing with social media in • working with CoSIDA Convention planners to get the brightest college athletics seems to evolve every day. Chris Syme social media stars to present each year.

Some universities, however, still feel like social media is a necessary evil. More Social Media Education Afraid of a negative viral event or not understanding its value, they Recently, CoSIDA has sponsored a number of significant research tentatively navigate the social media landscape as though it were filled studies on social media. In September 2012, CoSIDA sent out a with land mines. Yet, social media is a must for college athletics, and membership survey — partnering with the Council of Advancement CoSIDA is at the forefront of helping institutions learn how to use social and Support of Education (CASE) — on how colleges are using social media to turbo boost a university’s brand. media in a crisis that will be published in CASE Currents in March 2013. The survey, which had nearly 500 participants, assessed how schools are Recent studies show social media now accounts for nearly a quarter of training student-athletes and coaches to use social media and what people’s time spent online. As a result, organizations that continue to ignore methods of social media monitoring are being used. The data gathered the online community or dismiss its influence and conversations are also will be used to aid CoSIDA in designing continuing education putting their reputations at risk and miss out on important stakeholder sessions and 2013 Convention programming and will be reported in a feedback. It also is essential for your department to deliver content that is series of blog articles. usable across multiple devices such as tablets, mobile and smartphones. In November 2011, CoSIDA member Clay Stoldt, chair of the Wichita CoSIDA’s objectives in helping athletics departments navigate the digital State University Department of Sport Management, surveyed members space includes helping the athletics community anticipate what’s next to learn how social media technologies are being used and how they are on the horizon and what’s trending in our ever-changing, 24/7 impacting the profession. The survey results (found here) were shared communications world of today. at the 2012 CoSIDA Convention and in a CoSIDA.com online video presentation and provide a baseline for future evaluations of social Social media training/education for coaches and student-athletes and media use and impact in the athletics communications field. emerging trends, tactics and tools are popular year-long continuing education sessions and annual Convention sessions offered by CoSIDA. The CoSIDA.com website publishes content designed to showcase how schools are using social media in addition to timely articles CoSIDA helps athletics communicators map the social media landscape written by the membership on social media tips. CoSIDA also puts out with a number of tools. First, we offer cutting-edge continuing education a weekly Communications Watch digital news brief that is loaded with webinars. Recent topics include how to train student-athletes and coaches links to articles on social media, crisis communications, brand and to use social media, social media crisis and response strategy, video/digital reputation management, editing and writing tips, communication tools for a range of budgets and using social media dashboards. CoSIDA trends and more. also shows highlight video sessions from its annual convention in a free, on-demand YouTube format at CoSIDA.com. As we look ahead through 2013, we need to embrace and master more digital and social media challenges and continue to help train All these sessions are open to anyone from the collegiate athletics professionals. For example, the emergence of platforms like Pinterest, community. Presenters include leaders from athletics communications, Instagram and infographics demonstrate the new importance of using marketing, web management and university communications, along visuals in our PR/marketing efforts. Again, maintaining a positive social with leading social media experts. media reputation is no longer an optional communications strategy, but instead is a business imperative and has become a daily responsibility CoSIDA’s New Media/Technology Committee annually tackles a number for athletics departments. of projects designed to help the membership acclimate to new trends and solidify strategy for old ones. The committee provides content for CoSIDA has distinguished itself as a go-to resource for social media the CoSIDA website — open to all — that includes how-to articles, strategy in college athletics, and we are continually looking for the best commentaries on new tools and successful case studies of innovative ways to serve the entire intercollegiate athletics industry. C O

campaigns schools have done in social media. R E N R O C | A D I S Chris Syme, chair of the CoSIDA New Media/Technology Committee, The New Media/Technology Committee focuses include: can be reached at cksyme.org. • populating the new CoSIDA.com online resource library with resources such as a list of social media policies, sample training programs for student-athletes, how-to videos and more; FOLLOW US @ twitter.com/CoSIDAnews

WWW.COSIDA.COM NACDA | 37 D2 ADA | CORNER

THE RIGHT TOOLS shovel could teach them. I am reminded of a time when my father had my brothers and I spread a pile of gravel just to enforce the concepts of I have an infatuation with tools. I believe many people determination and achievement that are reinforced when you finally get do. It is awesome to go to building supply stores and see to the last shovel full of gravel; which as I recall, was on the same day as men walking aimlessly, in a trance, gazing at tools. More I had an important game. recently it has been great to see women doing the same thing. I really don’t believe it has anything to do with My father loved baseball, but he believed that playing sports was a gender and more with having the right equipment to Dexter Irvin privilege, an opportunity you earned. So required work was seldom, if accomplish the task at hand. I was with a friend a few ever, cut back for sporting opportunities. At a very young age we were years ago picking up some lumber, when he said he taught to utilize all available tools and if the right tools were not available, needed to get a saw for “Sam.” As we purchased the saw to think, problem solve and improvise so that we could accomplish the I inquired about “Sam” as we were good friends and I task. We learned to fix many things with bailing wire and duct tape, and didn’t know “Sam.” “O, sorry,” he said. “Sam is what I call we learned about being responsible and accountable for our actions. Not my wife Roxanne when she is working on the house. It finishing a project that was difficult or not finding a solution to a problem is her birthday and she asked for a new skill saw.” There you go. so we could go play ball was not an option. We were expected to find a solution before we bolted for the field or court; and subsequent In athletics, and in life, our ability to succeed is often determined by the consequences for actions or poor decisions could result in missed games. availability of the right tools and our knowledge in utilizing them. Having the right tools for the job is critical in more areas than just When faced with a personal dilemma before two-a- construction. Mechanics come to mind as well as plumbers, electricians day practices, our youngest son, found a way to honor his family. While and other hard working people that must utilize tools for jobs that we driving home in July he had a heat exhaustion episode. He took out two cannot accomplish without the right tools. Recently, I have been of the neighbors’ cars, the neighbors’ wall, one of mom and dad’s cars successful in convincing my wife that I did not have the correct “tools” and the family garage but fortunately sustained no bodily damage to for my golf game and by upgrading my tools for golf, i.e. clubs, I was all himself. The insurance covered most costs but it contained a deductible but certain to improve my performance. While I think I look better with for each car and home damaged. my new clubs and have more confidence, the reality is my scores have not improved much. I think I must face the reality that in my case, it is The former coach, and hard core dad, informed this young man he will not the equipment that is the problem ... but the operator. have to get a job to cover the damages and would not be allowed to start fall practice until the costs were covered. While missing the first 10 days Perhaps for many of us the quandary of tools verses operator is an of practice, the young man got a tough job, met his obligations and then ongoing and constant battle. As a young man I was always looking for a wise coach allowed him to join the team. He went on to lead the state an easier way to clean the mile long irrigation ditch that watered our in rushing, total carries and the state semifinals. He learned that while fields, other than using the tried and tested tool of all ditch diggers, the you may have all the physical and athletics tools on the planet, without shovel. What I didn’t recognize was the value of hard work, persistence, a sense of responsibility, consequences and hard work, even the best accomplishment and blisters that a shovel operator knows. tools are of little value.

As the athletics director at the University of Hawai’i at Hilo, I see many Dexter Irvin is the director of athletics at the University Hawai`i at Hilo young people today that could use the lessons that a simple tool like a and is a member of the D2 ADA Board of Directors. D2 ADA | CORNER

38 | NACDA WWW.DIV2ADA.COM FCS ADA | CORNER

FCS ADA ACADEMIC ALL-STAR TEAM Name Institution Conference Position GPA PRESENTED BY KP SPORTS Tony Washington Appalachian St. Southern WR 3.77 Sam Eberwein Campbell Pioneer PK 3.68 The 54 winners of the 15th annual Football Kurt Odom Campbell Pioneer RB 3.95 Championship Subdivision Athletics Directors Niccolo Mastromatteo Coastal Carolina Big South WR 4.00 Association (FCS ADA) Academic All-Star Team presented by KP Sports Chris Looney Colgate Patriot WR 3.90 were announced by the FCS ADA. There were 98 total nominees. Three Michael Runger Dartmouth Ivy LB 3.76 conferences had seven student-athletes named to the All-Star Team — Garrett Wymore Dartmouth Ivy LB 3.90 the Big Sky Conference, Missouri Valley Football Conference and the Davon Moore Delaware St. MEAC DB 3.84 Southern Conference. Zach Richert Duquesne Northeast LB 3.89 Gus Sutera Duquesne Northeast OL 3.97 “The FCS ADA is pleased to honor the accomplishments of our Cameron Berra Eastern Illinois Ohio Valley PK 3.77 football student-athletes each year with our Academic All-Star Team,” Dominic Pagliara Eastern Illinois Ohio Valley OL 3.70 said FCS ADA President Ron Strollo, director of athletics at Patrick Ford Eastern Kentucky Ohio Valley OL 3.90 Youngstown State University. “The accolades of these young men both Jeff Minnerly Eastern Wash. Big Sky DB 3.78 in the classroom and on the field epitomize the definition of student- Patrick Murray Fordham Patriot PK 3.62 athlete and our association looks forward to recognizing their Jamie Dunaway Gardner-Webb Big South OL 3.52 accomplishments annually.” Michael Davis Georgia St. Colonial OL 3.86 Brad Bormann Lafayette Patriot OL 3.72 Football players from all Football Championship Subdivision Mark Ross Lafayette Patriot WR 3.58 institutions are eligible for these prestigious awards. Each of the Kollin Kahler Lamar Southland P 3.90 nominees were required to have a minimum grade point average of 3.20 Zach Barket Lehigh Patriot RB 3.46 (on a 4.00 scale) in undergraduate study and have been a starter or key Scott Hyland Liberty Big South LB 3.93 player with legitimate athletics credentials. He must have reached his Pat Kelly Liberty Big South WR 4.00 second year of athletics and academic standing at the nominated Andrew Sutton Monmouth Northeast DB 3.88 institution and have completed a minimum of one full academic year at Tanner Bleskin Montana St. Big Sky WR 3.90 the nominated institution. He must also have participated in 50 percent DeNarius McGhee Montana St. Big Sky QB 3.42 of the games played at his designated position. Rainer Duzan Morehead St. Pioneer PK/P 3.54 Ryan Drevlow North Dakota St. Missouri Valley DL 3.66 Additionally, from the Academic All-Star team, six finalists were selected Jake Hess Northern Arizona Big Sky RB 3.55 for the 12th Annual FCS ADA’s $5,000 Postgraduate Scholarships John Shaughnessy Northwestern St. Southland PK 3.69 presented by KP Sports. Two student-athletes will receive postgraduate Jonathan Plisco Old Dominion Colonial P 3.53 scholarships during the Association’s annual membership meeting held Mitch Gaulke Portland St. Big Sky OL 3.71 in conjunction with the NACDA Convention, being held at the World TJ Jones Sam Houston St. Southland TE 3.50 Center Marriott Resort in Orlando, Fla., June 13-15. Seth Daughters South Dakota St. Missouri Valley TE 3.72 Zach Zenner South Dakota St. Missouri Valley RB 3.78 The finalists are Kyle Bernard, University of Northern Iowa, Punter, Austin Pucylowski Southern Illinois Missouri Valley P 4.00 3.82 GPA; Nick DeKraker, Youngstown State University, Defensive Dylan Fox Southern Utah Big Sky OL 3.69 Lineman, 3.93 GPA; Patrick Ford, Eastern Kentucky University, Brad Meyer Southern Utah Big Sky DL 3.92 Offensive Lineman, 3.90 GPA; Pat Kelly, Liberty University, Wide Cody Matthews Tennessee Tech Ohio Valley WR 3.78 Receiver, 4.0 GPA; Chris Looney, Colgate University, Wide Receiver, Brandon McCladdie The Citadel Southern DB 3.59 3.90 GPA; Andrew Sutton, Monmouth University, Defensive Back, Ethan Clark Delaware Colonial DL 3.66 3.88 GPA. Chris Zarkozkie New Hampshire Colonial OL 3.58 Kyle Bernard Northern Iowa Missouri Valley P 3.82 A special Review Committee of Football Championship Subdivision Blake Oliaro San Diego Pioneer DL 3.57 athletics directors were responsible for selecting the all-star team and Matt Peleti San Diego Pioneer OL 3.62 scholarship finalists. Completing this task were Ron Strollo, Youngs - Adam Miller Tennessee Chatt. Southern OL 3.78 town State (chair); Ken Beazer, Southern Utah; Charlie Cobb, Steve Ciocci Wagner Northeast OL 3.53 R E N R O C | A D A S C F Appalachian State; Brian Hutchinson, Morehead State; Marilyn Patrick O’Connor Wagner Northeast DB 3.79 McNeil, Monmouth; and Jeff Tingey, Idaho State. Conner Orr Western Carolina Southern TE 4.00 Rock Williams Western Carolina Southern LB 3.60 Jimmy Holtschlag Western Illinois Missouri Valley OL 4.00 Eric Breitenstein Wofford Southern RB 3.29 Calvin Cantrell Wofford Southern OL 3.44 Nick DeKraker Youngstown St. Missouri Valley DL 3.93

WWW.FCSADA.COM NACDA | 39 I-AAA ADA | CORNER

The term evanescence is not often used. It has almost an We must admit that our culture increasingly is one of evanescence. This is not old fashion ring to it, connoting the tenderness of life, all bad, of course, since progress occurs through growth and change. But, are the intent focus on material items and the constant we paying far too high a price for the fruits of progress when we destabilize so changing of human relationships. In more modern many facets of our lives and ignore what should be more enduring? terms, evanescence refers to the planned obsolescence of things we purchase, the short lifecycle of technology, In past generations, the notion of sustained dialogue on — reflection and debate and the climbing pace with which new knowledge — was described under the rubric of assisting in the formation of character. Tim Hall displaces finely-honed skills. It has to do, as well, with Today there are too many occasions to regret that our world has such a the modern urge to frequently change styles in clothing, percentage of individuals lacking in character, but it seems we still fight against cars, personal grooming — an intent focus on “things”. the notion that our entities have any responsibility for developing character — It manifests in the business world, where longstanding beyond, say, discouraging excessive drinking or drug abuse. Isn’t our firms, local banks and family-owned businesses are responsibility to make a compelling case that because colleges seldom intrude absorbed overnight by distant and faceless conglomerates. The notion of in matters of personal behavior, it is all the more important that we, as athletics evanescence is reflected in the media, where news stories of the past have administrators and educators, engage our students in sustained dis course and become sound bites of today. dialogue about matters of virtue, purpose, rights and responsibilities?

Is it any wonder that today’s young people have short attention spans, Most student-athletes are not as prepared to engage in sustained reflection when we have taught them in their activities and school work that speed as they should be. The notion of evanescence has already found them. is more important than focus, that action is more important than Majors and life decisions are chosen all too often because they promise reflection. Trendiness drives out worthiness. We live in a “what-have-you- short-term career advantage, because they can offer ease of administration, done-for-me-lately” society, where both success and failure are judged on efforts and time, or because they simply just feel right. In far too many the spot. The instantaneous nature of electronic social media can make or instances, students’ busy lives admit of little time or interest in matters break a reputation in minutes. Even in a more benign sense, we make whose payoff is not immediately obvious. So then, whose job is it to assist ourselves so busy with everyday tasks, that too little in our lives receives in fashioning appropriate and common sensible options that address sustained attention, quality time, as we describe it. We are always moving enduring human issues … that counter the notion of evanescence? That on — to the next event, the next job, the next “best friend,” etc. Moving responsibility belongs primarily to the university community, which means on is our birthright — the endless pursuit of individual satisfaction and that athletics department personnel along with faculty and staff across all personal success. areas should guide and mentor undergraduate student into courses, majors and life plans creatively designed for this purpose. Evanescence also rears its head in the pervasive and growing harshness of the modern world. As a society, we devote relatively little effort to genuinely To the best extent possible, let us find more occasions to use the athletics being concerned for the common good. Preoccupied with ourselves in the department and campus of the university as a site for discourse with the present tense, we all too easily defer or ignore matters of more enduring more broad community of professionals and neighbors regarding ethical, value. We prefer to be independent. In fact, it is ingrained in us from the time civic and socially responsible matters. we start learning to walk as toddlers. We like to talk about values rather than virtues since the latter states a standard beyond our personal opinion. Tim Hall is the director of athletics at UMKC and is the I-AAA ADA secretary. I-AAA ADA | CORNER

40 | NACDA WWW.DIV1AAA-ADA.COM ICLA | CORNER

There are times in the licensing world when all the stars the athletics marketing side, we created excitement for all of our have aligned. Your teams are winning, upsets are athletics teams, and through imagery and a commemorative logo, we national news, your goal posts are torn down and told the story of why Mountaineers are still relevant and exciting to carried to the Chancellor’s house, and your campus is support. From the university side, the electricity returned to campus electric … all just seems right in the world. And then, and students, departments and academic units had a new slogan to reality sets in. The economy takes a free fall, national use and embrace. championships stop growing from trees, the goal posts Samantha Stevens remain on the football field and campus just doesn’t As “No Equal” began winding down we had looked at ways to continue have that same electric atmosphere it used to. How do to carry the momentum we built through the all-encompassing you continue to operate at a high level to promote, campaign. The most logical next step for our University was to create unite and generate revenue? excitement around “something” the entire campus could support. This new “something” was bringing back a vintage logo and creating a Over the last three years, Appalachian State has vintage branding campaign. Athletics adopted the use of the logo embarked on a three-phase strategic plan in order to through a football throwback uniform and other teams are incorporating bring that spark back to campus and generate new revenue. First, we it on team apparel. Meanwhile, the licensing department created a developed an all-encompassing marketing and retail campaign called vintage style guide, marketing collateral and encouraged select licensees “No Equal,” which celebrated the feeling alumni, students and fans to get on board to, ultimately, move product into stores. The result was experienced in recent years with our overwhelming athletics success. a new campaign that will continue for two years and command an even Simply put, we needed to keep everyone on our bandwagon. Second, higher royalty than “No Equal.” Ultimately, this program boosted we used a vintage program to let the fans remember and celebrate our royalties, and once again has delivered a new excitement throughout historic past. Third, we realized “No Equal” and the vintage logo had a campus and our stakeholders. temporary appeal; therefore, the next phase is the development of a new branding strategy that will debut in the fall of 2014. Now that “No Equal” is ending this spring and the vintage campaign will end in the spring of 2014, the next great thing that will energize and At Appalachian State, we have a very smooth and efficient creative engage Appalachian State is currently in development. Collaboration development pipeline. We have created a solid relationship between between three divisions is the key to creating another successful athletics and the licensing office by positioning the licensing manager campaign. First, the licensing department must communicate with their directly within the athletics department. One of the roles of a licensing licensing agent, licensees and retailers in order to phase out the old and director is to keep people energized and engaged in the university, bring in the new. Second, athletics marketing will lead the charge by which means finding ways to keep your brand fresh on the retail side getting ticketing, donor club, sports information and other departments and throughout the region. An athletics marketing director has a very within athletics on the same page. These areas will all need to embrace similar role: keep fans energized and engaged in the university and find the use of new themes and imagery. Finally, finding key liaisons within ways to keep the brand fresh to sell more tickets, sponsorships and the university marketing and communications office and alumni office booster club donations. will further ensure acceptance and success with the new program. It is a trite statement, but the more that all parties can work successfully The “No Equal” campaign was created to focus on the success of our together, the more revenue, excitement and energy will be infused athletics teams, growth of the university and academic rise in the everywhere even when the big trophy is just out of reach. quality of students at Appalachian. From the licensing side, we could charge a higher royalty rate and boost revenue, while creating some Samantha Stevens is the assistant AD for marketing & licensing at new excitement in retail, which we were seeking to maximize. From Appalachian State and is a 2012-13 ICLA Conference Representative. R E N R O C | A L C I

FOLLOW US @ twitter.com/ICLAlicensing

WWW.ICLANET.COM NACDA | 41 MOAA | CORNER

AFTER 40 YEARS OF TITLE IX, THERE IS STILL As administrators, we have first hand access to some of the brightest young ROOM FOR GROWTH women in the country. They clearly love their sport, but all too often have not thought about coaching as a profession. How many times have we had As many of us are aware, 2012 marked the 40th a discussion with one of our young women about coaching, or about anniversary of Title IX. Often referred to as “landmark athletics administration as a profession? Are we facilitating educational legislation,” because it forever changed the way we look sessions with our freshmen and sophomores about careers in athletics? It at and support our athletics programs in regards to is important that we make it a priority to identify those individuals who gender. Title IX is a federal law that was passed in Sharon Beverly may have the potential to be effective coaches and/or administrators, to 1972. The law states that, “No person in the United ensure that each of them are aware of the opportunities in athletics. States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be The NCAA has funded several grant programs to develop skills for coaches subjected to discrimination under any education and athletics administrators. In addition, they have developed many clever program or activity receiving Federal financial marketing and advertising programs. Wouldn’t it be wonder ful if they assistance …” (Title IX, 1972). The law was designed to ensure the developed a marketing program to attract more women to careers in equitable treatment of men and women in any federally funded athletics? Just as we now know most student-athletes “are going to go pro program, including educational institutions at every level (e.g. in something other than their sport,” we should let young women know elementary, high school, higher education) and affects areas such as they could “take it to the next level” with a career in athletics. The message admissions, facilities, financial assistance and most notably athletics is clear; if you have a passion for your sport, consider a career in coaching, programs within those institutions (Beverly, 2010). if you’re interested in marketing, how about sports communications, or if interested in medicine, how about sports medicine as a career? In the area of athletics, institutions aggressively applied the law to participation opportunities for women. Today, through the enactment of As administrators, we see bright women on our campuses everyday, who Title IX, there are record numbers of women participating in athletics at are talented on and off the competition field. Sometimes they are the National Collegiate Athletic Association (NCAA) institutions (2010). president of our SAAC, or the person taking a proactive stance to organize The number of women student-athletes has increased from 16,000 in a community service event. We need to seek out these individuals and 1970 to approximately 200,000 in 2012 (Acosta/Carpenter, 2012, p. 1). speak with them about the meaningful opportunities in athletics. Hence there have been other changes since the enactment of the law. Although increased participation by women at the athlete level has been Most of us have a student-athlete orientation at the start of the academic achieved, an examination of the number of female coaches for women year. We could easily incorporate a session on careers in athletics. and the number of female athletics administrators reveals a decrease in Although the freshmen are new to college athletics at that point, it the number of women at the collegiate level employed at NCAA would be advantageous to get them this information early in their institutions (2010). collegiate experience. Hopefully it would peak their interest in athletics careers. While an institution could invite outside facilitators for the In 1972, the year Title IX was passed, more than 90 percent of the program, this initiative could be a beneficial opportunity for a young coaches for women’s sports and more than 90 percent of the administrator to develop a presentation for the students. administrators for women’s athletics programs were female (2010). Today, 40 years later, less than one out of two coaches for women’s As we continue to make strides toward equity for our athletics teams are female (2012, p. C). We value all those who contribute to programs, let’s make it a point of emphasis to share with our talented the development of our students. However, it is vital that our young women student-athletes what a rewarding career one can have in the women and our young men, experience more female mentors in these athletics profession. I urge us all to think “out of the box” for ways we positions. Our male student-athletes need to encounter women in can spur interest from our student-athletes to pursue careers in athletics. significant roles of leadership and women student-athletes need to What are your suggestions for making this happen at your college? know these positions are attainable for them. So how do we change the low numbers of women in leadership positions as we continue to Sharon Beverly is the director of athletics and physical education at move forward with our strides for equity? Vassar. She can be reached at [email protected]. MOAA | CORNER

42 | NACDA WWW.MOAAWEB.COM N4A | CORNER

As winter is upon us, I want to wish all members of N4A on their recommendations. These discussions may include, but are not an academically successful upcoming spring semester limited to, uncomfortable topics such as major clustering, specific courses and hope you had a wonderful holiday season. I hope of concern, specific faculty, etc., but the discussions might yield you will be taking advantage of extending your improvements to your academic support system and build campus trust professional development in regional conferences and and understanding. joining me in Jacksonville this summer for what promises to be another outstanding national convention. • Collaboratively, discuss ways to prevent plagiarism that include Gerald Gurney education of students and support staff. The use of software that In my 31 years in the profession, I am extremely identifies papers that include elements of plagiarism should be part of proud of the outstanding professionals past and the discussion. Your campus compliance staff, provost and athletics present and the contributions we collectively make to director should be part of these discussions to develop an effective the success of intercollegiate athletics. Recently strategy for academic risk management. however, a few members of our profession have been portrayed in a less than flattering manner for • Your athletics council or some other body of faculty should regularly contributing to a number of academic scandals and academic fraud monitor all aspects of the academic support unit and evaluate its cases involving athletics. While this may be an uncomfortable topic for effectiveness. Their investigation of your unit should be exhaustive and some, it is important to be mindful of the academic minefields and risk more than a cursory review. factors we must navigate at our institutions. • What works to avoid academic fraud on your campus may work The increased frequency of major academic related infractions cases is at other institutions. Share your ideas at regional and national undeniable. In the decade following the 2003 NCAA academic reform N4A Conventions. movement, we have seen major academic fraud cases and scandals more than double from the previous decade. Some believe that our • As an organization, N4A must insist on being an integral part of the professional image needs a makeover. Regardless, it is incumbent that all current national discussions on academic fraud and academic within our ranks understand the circumstances, pressures and stressors dishonesty. The NCAA is currently reviewing how to get a grasp on this that can lead people to acts of academic fraud and dishonesty. We must increasing trend. No one has more direct knowledge about this matter learn from the close examination of past indiscretions and not simply than N4A professionals. It is absolutely essential that N4A professionals blame the media for unfair coverage. Media has played a very important have a role in these discussions and any potential legislation that watchdog role over intercollegiate athletics and has brought important develops from this inquiry. I also recommend that N4A take more of a attention to fraudulent institutions, high schools and prep academies, leadership role in better defining academic fraud in athletics and what and unscrupulous individuals that likely would not have been discovered should be done about it. We must get ahead of this discussion. otherwise. In some cases, the misplaced importance on winning and Recognizing that this is a growing problem, in part due to the maintaining eligibility has contributed to unprofessional acts. importance placed upon eligibility and retention will stimulate much discussion throughout athletics. Possibly partnering with our NACDA The effectiveness as academic advisers, learning specialists, mentors, affiliates such as the National Association for Athletics Compliance tutor coordinators, etc., rest squarely upon our skills and integrity. We are (NAAC), the NCAA, the Faculty Athletic Representative Association the bridge between the athletics and academic communities and must (FARA), Coalition on Intercollegiate Athletics (COIA) and the Drake maintain absolute honesty in the academic dedication to our students Group will provide the much needed attention of this issue. and our guidance through the educational systems where we work. I firmly believe that academic support professionals are still the last So what should we do about what seems to be the steady beat of action heroes remaining in intercollegiate athletics. In spite of enormous academic fraud scandals? Below are a few ideas for discussion: odds and time demands of our students, we find a way to help them navigate through the complicated maze of higher education and • N4A has an excellent Code of Ethics. I urge you to take a few successfully graduate. We are the specialists at realizing dreams. To do moments to review it personally, and with your staff, as a reminder of so is no small feat, for too many of our students have academic the principles of integrity so important to our roles and relationships preparedness obstacles coupled with ever increasing athletics demands with students, staff, faculty and coaches. I review it each year with throughout the year. While the pressures will likely grow more intense, graduate students in my NCAA Academic Reform and Academic we must find better strategies to reduce risk. Advising class. Gerald S. Gurney is the assistant professor of Higher Education at R E N R O C | A 4 N • Have an honest and transparent discussion with your provost, dean, Oklahoma and N4A Past President (2010-11), as well as a Past President faculty on your athletics council, athletics director, FAR and compliance Adviser to the N4A Executive Board. Thank you to N4A Intern Lauren unit about specific areas of academic vulnerability on your campus and act DeLay for contributing to this article.

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The Reasonable Standards Committee is pleased to At the same time, our Supplemental Materials group is working to have completed the third round of standards and provide materials both to supplement these upcoming standards and released those to the membership this fall. Those provide guidance to institutions regarding implementing these standards addressed vehicle monitoring, campus standards. One of the documents we are working on is a document visits and sport camps and clinics. The committee we are currently calling a “next steps” document. For example, if an feels that these are issues where a reasonable institution implements the vehicle monitoring standard and through standard will benefit a large percentage of our the monitoring activities identifies an issue that raises a red flag, what membership. The committee wants to express it’s Elizabeth Heinrich steps should the institution take next? We are working to create a gratitude to the NAAC members who provided document that would address this question. feedback to the Committee during the development of these standards, and in particular to the NCAA Last but definitely not least, our Update and Advance group is enforcement staff members who provided working to review and update our previously issued standards. The their input. committee wants to be sure that the NAAC standards are periodically reviewed to ensure that they reflect any recent interpretations or The Committee has already begun its work on the fourth round of legislative changes. This spring that group will begin to identify standards. The standards currently under development address pre- topics for future standards. existing relationships, on campus evaluations and student-athlete employment. As always, the standards subcommittees are hard at We welcome the membership’s input on the activities of the work trying to develop standards that reflect an appropriate structure Reasonable Standards committee. Please keep an eye out for our next for complying with the applicable rules, while providing a reasonable round of draft standards this spring. level of discretion to allow institutions to implement the standards in a way that makes sense for their campus. We hope to have draft Elizabeth Heinrich is the associate athletics director for compliance standards available for membership review and comment this spring. at Michigan.

June 12-13, 2013 World Center Marriott Resort Orlando, Fla.

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44 | NACDA WWW.NAACCONNECT.COM NAADD | CORNER

GIVE 110% — GROWING THE SOONER CLUB Our participation rate for the first year of this program was 32 percent ANNUAL CAMPAIGN which we were able to increase to 37 percent the second year. We had 17 percent of our donor base participate both years and increase their gift by One of our biggest challenges at Oklahoma, like many more than 20 percent from their giving level three years prior. institutions across the country, is finding ways to increase our philanthropic giving, rather than focusing solely on Thanks to our passionate donor base we have been able to grow our annual transactional giving associated with priority seating for giving campaign by approximately $1.8 million in the past two years, with Dusty Clements football, basketball or other sports depending on your much of the credit for that giving to the Give 110% program. school. While extremely thankful for the passionate and loyal donor base we have, Sooner Club annual giving had Dusty Clements is the assistant athletics director for development seemingly leveled off and we needed to find a way to at Oklahoma. boost giving.

In an effort to persuade our donor base to increase their philanthropic giving, we launched the Give 110% initiative which encouraged Sooner With NAADD continuously expanding opportunities for year-round Club members to increase their gift by 10 percent from the previous year. educational programming for athletics development professionals and After examining similar movements around the country we finalized a plan membership continuing to grow, our NAADD Executive Committee asks for that we could implement at OU. your help in identifying outstanding professionals to be considered for leadership positions on the committee. Each of our donors had their Give 110% total included on their printed The NAADD Executive Committee serves as a leadership resource for and online renewal applications, making it simple and easy for them to each of our member institutions. Comprised of 12 members who each participate. Also included with our renewal mailing was a marketing piece serve a four-year term, (in this year’s case, July 2013-June 2017), the that highlighted the benefits and prizes donors would be eligible to win if committee governs association activities throughout the year and is they gave 110% for the Sooners. charged with expanding professional development opportunities throughout our profession. Some of the prizes we created for the program included; a VIP football experience with a private locker room tour on gameday along with pre- To be considered for the NAADD Executive Committee, nominees must be game field access with a Sooner Club staff member, a suite for the OU the head of development at their institution. The committee will also Spring Game, a skybox for a home football game or autographed items consider the following: from Bob Stoops, Sherri Coale or Lon Kruger. Our intent was to create prize items that had minimal cost but also would allow unique access for • Conference Affiliation donors that is generally not available. We were pleasantly surprised at how • Divisional Affiliation (i.e. Football Bowl Subdivision, excited and motivated our donors were about possibly winning one of our Division II, etc.) prizes, including a 10 point priority point bonus for each participant. • Geographic Location • Gender & Ethnicity • Years in Athletics Development Another important aspect of fulfilling these prizes is that it allowed us to • Years of NAADD Membership interact with donors at various giving levels, learning more about their • Participation in NAADD Convention and/or Other Initiatives Sooner Club experience and discovering areas where we can improve. It also allowed us to establish new personal relationships with those donors. Nominations will be due in early April and announced at the NAADD Convention in June. Perhaps the biggest positive from this initiative is that it allows donors at every level the opportunity to participate. A donor that increased their An important task each year for the Committee is the preparation, planning giving from $1,500 to $1,650 was a Give 110% donor the same way a and implementation of our annual Convention each June. Each member of donor that jumped from $5,000 to $5,500 was and helped build a sense our Executive Committee began their involvement with NAADD as a of team across our donor base. Like many of you, we work every day to volunteer in some capacity — as a presenter, facilitator, roundtable host or make sure donors at each level feel appreciated and this program allowed conference representative. For information on the NAADD Volunteer all of our donors to become part of a more exclusive group of Sooners, no program, please contact Membership/Volunteer co-chairs Scarlett Schmidtt, matter their giving level. associate AD/senior executive director of athletics development at George

Washington, at [email protected] or Dirk Katstra, executive director of the R E N R O C | D D A A N The Give 110% program had a huge impact on our 2011 and 2012 annual Virginia Athletics Foundation at [email protected]. giving campaigns and has served as a wonderful screening tool in highlighting donors that we need to approach about potentially increasing Thanks to NAADD Past President Whit Babock, director of athletics at Cincinnati for this contribution. their gift more substantially. By noting the donors that participated each of the two years, we are able to earmark those that are motivated by philanthropic giving and helping our student-athletes to have the best possible environment for success while at OU. FOLLOW US @ twitter.com/naaddevelopment

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LOGO TRANSITION Phase one voting lasted two weeks and we received more than 21,000 votes during that time. In addition, we received exposure in locations we If you ever have the “pleasure” of overseeing a logo typically have not been strong in and created an extended database of transition project during your career it will change the contact information of people who participated in the voting process. way you look at every logo in every situation forever. Phase two was much less complex. Our Alumni and Athletics Association When Brian Wickstrom took over as the new athletics boards were both meeting the following week and we were on their director at the University of California, Riverside, in fall Jason List agendas. After a brief presentation educating them on why the process was 2011, his first initiative was to unify our athletics marks. necessary and what the potential benefits could be both boards selected Understandably so, since during UC Riverside’s short their top three choices to put in front of the students at Midnight Madness time at the DI level the program had managed to create at the following week. least nine different logos for individual teams and depart- ments that didn’t share any stylistic similarities. Aside from the obvious Voting lasted five days on campus and on Oct. 19, one logo had challenges with branding, our program also was never able to secure a accumulated more than 70 percent of the student votes and was licensing agreement due to all of these different logos. This was aggravating declared the winner. to our fan base that consistently saw conference opponents’ merchandise in stores located in and around Riverside, but no Highlanders gear. Now the fun began. With about a month until we hosted USC on UC Riverside’s campus, we began the process of updating our logo around To get the process started, Wickstrom assembled a small committee to campus. We began with the images inside the basketball facility brainstorm an approach. Having gone through this process as the senior including our center court logo and new men’s and women’s basketball associate AD at UTEP only a few years prior, he already had a blueprint of uniforms. We also needed to order hundreds of hats, polos and chair the direction he wanted to go. His priorities were clear: highlight Riverside, replacement cushions, as well as thousands of t-shirts, temporary tattoos tap into our heritage, get people involved in the process and have it ready and window clings to give away to every person who attended the game. to unveil in time for our locally televised game verses the USC Trojans three We again turned to Fuzzy Red Panda for the creation of many new 3D months later. With the requests made, Wickstrom placed the initiative in Video Board animations and graphics. my hands and said “run with it.” Through all the chaos that took place, we miraculously pulled it all off Working with such a short timeframe, our first task was getting options and unveiled our new athletics logos in front of a sold out crowd on created to review. Thankfully, an up-and-coming graphic design Nov. 30, 2011. company was able to accommodate our quick turnaround request. Within two weeks, Fuzzy Red Panda produced 14 new options for us, The updating and work surrounding the logo transition is still ongoing, but including a new bear head design which was immediately implemented our new marks have been embraced, and they are worn with pride. Today to replace the highly detailed old mark. After discussions with a variety on our campus and in the community more students, faculty and fans of coaches, administrators and past and present student-athletes, we sport new UCR gear than at any time in recent years. Our attendance in made the decision to include three of the existing logos in the mix. After nearly every sport last year was up and we set an all-time student all, we were not necessarily looking to change the logo, but rather attendance record as well. identify one mark that best represents our athletics department, the university and the city of Riverside. Being a small budget program we have looked at numerous creative options to brand our identity in visible places, which has opened the door The initiative’s marketing campaign would launch in three phases: to a number of new revenue generating opportunities as well. Most community outreach and feedback, followed by alumni voting and importantly, we signed our programs first campus-wide licensing concluding with a student vote. Each phase would narrow down the agreement in 2012. options until the student body made the final decision. To this day, we are still tweaking our identity standards manual and Situated just east of the largest radio market in the country and having updating various items, but we are seeing an explosion in brand visibility. some of the longest driver commute times in Southern California, we This fall we replaced our basketball center court floor decal with a 23 foot focused our “big net” approach on four top radio stations in our area. We painted bear head and added facility enhancements tied to the logo in all offered the chance to win a grand prize for logging on to six of our facilities. gohighlanders.com and selecting three logos out of the options posted on a survey page. Brian voiced the commercials himself, allowing us an In early 2013, our new Hall of Champions renovation will be completed additional opportunity to introduce him to our community. and you can be assured the designs showcase the new marks of UC Riverside Highlander Athletics. To reach our local Riverside audience we took out ad space in the primary newspaper of the city, which subsequently published articles on our Jason List is the assistant AD for marketing at UC Riverside. initiative during the process. FOLLOW US @

NACMA | CORNER Lastly we utilized every internal outlet available throughout campus to twitter.com/NACMANews reach those closest to our program and university. 46 | NACDA WWW.NACMA.COM NATYCAA | CORNER

As our fall 2012 sports programs quickly come to an end, Constitution & By-Laws: John Jackson many conference, regional, state and national titles have Convention: Jack Sullivan been determined on the various venues of play. I offer my Subcommittee Golf: Ron Case congratulations to all those programs winning champion - Connections: Mary Mahan (Retired) and Ron Warnock (Retired) ships and commend the hard work of the coaches, players, Finance: Gary Broadhurst athletics trainers, sports information directors, athletics Subcommittee Legacy Fund: Gary Broadhurst administrators, support staffs, senior admin istrators, booster Jim Forkum Historical: John Jackson clubs, boards of trustees and supporting communities that it Membership: Tim Drain takes to put a champion ship team in place. A championship NACDA Executive Representatives: Joe Tubb, John Scarpino and Jim Forkum is the culminating reward for many constituent groups NATYCAA Cup: Ron Case coming together for a common goal. Nominations/Elections: Gary Broadhurst Scholar Athlete: Kulwant Singh With our winter sports now in high gear, I can’t help but Sponsorship: Ron Case think back to the beginning of 2012 and the challenges we have faced together and overcome with solid determination. We can be confident 2013 will most As you can see from the TBAs listed above, we do have openings in several of likely provide us with even greater challenges and hurdles to overcome. Your our NATYCAA Districts for representatives. I urge you to consider becoming NATYCAA Officers and Executive Committee have been fully engaged in more involved with the leadership of our organization. Please contact any furthering the growth and vitality of two-year college athletics and academics member of the Executive Committee or current district representatives for and are also focusing on the continued development of our organization. As we more information on how you can become more engaged with your pro - enter our 26 year anniversary, working diligently to strengthen NATYCAA to fessional organization. During the last 25 years, NATYCAA has been blessed better face the future is our number one priority. It is my privilege to introduce with outstanding leadership beginning with our Founding Fathers. To to you the NATYCAA Leadership Team for 2012-13. continue the legacy established by our Founding Fathers, we need capable new leaders to step up and consider serving … especially from our female ranks. Officers President: Dr. Jim Forkum, Santa Rosa Junior College, Calif. Your leadership team was in Marco Island, Fla., Jan. 25-27, and attended Mid- 1st Vice President: Jack Sullivan, County College of Morris, N.J. Winter meetings. A major focal point will be the beginning preparations for the 2nd Vice President: Dr. Tim Drain, Tyler Junior College, Texas 2013 NATYCAA Convention. Jack Sullivan, 1st Vice President, is the chair of 3rd Vice President: Kulwant Singh, De Anza College, Calif. this year’s Convention Committee and will work with the committee Secretary: Brenda Hampton, Iowa Western CC, Iowa membership to select a theme for our gathering and to discuss and select topics Acting Treasurer: Gary Broadhurst, Mohawk Valley CC, N.Y. and speakers for the various workshops and presentations. If you have suggestions for a theme or for possible presenters, please contact Jack Sullivan Executive Committee at County College of Morris, N.J., and provide contact information. In our District 1: John Jackson, Dean College, Mass. March issue of the NATYCAA Corner, I will share our Annual Convention and Skip Bailey, Monroe CC theme and potential topics and presenters. District 2: Ron Case, Gloucester County College and Troy Tucker, Northampton CC This year, our 26th Annual NATYCAA/NACDA Convention will be held at the District 3: Rick Hitt, South Florida CC World Center Marriott Resort in Orlando, Fla., June 12-14. and John Scarpino, Seminole State College District 4: Doug Spiwak, Harper College and TBA Very soon you will be receiving a notice on a possibility to help raise funds for District 5: Jay Mehrhoff, East Central College the Legacy Fund. Bob Bottger and Bob Myers, both members of the Legacy and Doug Stotler, Jefferson College Fund Subcommittee, have organized a drive to increase giving to the fund District 6: Joe Tubb, South Plains College which now is nearing $10,000 and growing. They are asking for your support and Wayne Baker, Odessa College in designating partial gate income from one home men’s or women’s basketball District 7: Greg Silcox, Paradise Valley CC and TBA game, wrestling match or any other event you might stage. They are suggesting District 8: Albert Gasparian, Golden West College and TBA each institution designate $250 to the Legacy Fund coming from the event. At Large: Bob Peters, Centralia College, Don Dutcher, Please consider making this donation to the fund which will help solidify the Herkimer County CC, Charles Guthrie, Clark College and financial future of NATYCAA and will benefit our student-athletes for years to Marci Henry, Northeastern JC come. I want to personally thank Bottger and Myers and the rest of the Legacy

Fund Committee for their dedication and hard work in raising money in these R E N R O C | A A C Y AT N Associate Members difficult times. Mary Ellen Leicht, Executive Director National Junior College Athletic Association; Carlyle Carter, Executive Director California Community College In closing, I want to offer my thanks for the efforts of each and every one of Athletic Association; Marco Azurdia, Executive Director Northwest Athletic you, for what you do for our student-athletes and our respective institutions Association of Community Colleges; Gary Broadhurst, Immediate Past and local communities. President Mohawk Valley CC Jim Forkum is the director of athletics at Santa Rosa college and the 2012-13 NATYCAA Committees and Chairs NATYCAA President. Communications: Kulwant Singh WWW.NATYCAA.COM NACDA | 47 SVG | CORNER

FIGHTING IRISH DIGITAL MEDIA CONNECTS NOTRE DAME IT left staff members stunned at the amount of bandwidth and performance WITH ITSELF AND THE WORLD needed in the department’s SAN in order to get everything done.

Telling university stories; that’s what “When I started laying the plans and the numbers out for them, you could Notre Dame athletics director Jack see their eyes go as big as saucers and say, ‘You’re kidding, right?’ ” Rinehart Swarbrick had in mind when he said. “I said, ‘No, and we have to be able to sustain that for four to five began to lay the groundwork upon hours straight.’ ” his arrival in the fall of 2008 for what is today the Fighting Irish Digital Construction began in June, with integration done by The Systems Group. Media Center, the university’s state-of- Rinehart, Skendzel and the FIDM staff began piecing together the gear to the-art on-campus broadcast facility. make the center hum. To counter the bandwidth issues, FIDM went with Telestream’s Vantage for transcoding and ingesting P2 materials. The center “Jack brought an understanding of the also uses Cisco AS8100 Series Media Processors for streaming, AJA FS2 frame importance of media and the importance of being able to tell an institutional syncs, AJA fiber boxes, Blackmagic Design routers and Panasonic P2 cameras. story through media,” said Dan Skendzel, director of Digital Media at University of Notre Dame. “That was something we were severely lacking. NewTek plays a major role in the operation as well. The digital media center We had fallen significantly behind in our ability to produce multimedia is built around a TriCaster 8000 switcher and 3Play 820 for replay. For content. So it became his initiative and mission to build a multimedia broadcasting live remotes, crews bring a TriCaster 450 or 300 in a travel case. organization that can serve not only athletics but ultimately the university.” “We’re not doing anything groundbreaking, yet,” Rinehart said. “And I put For Notre Dame, the construction of a 3,000-square-foot production the word ‘yet’ in there because there are things to come and we’re going to facility is not simply a source for streaming live events and sports features, get there, but the purpose of this facility is to get our feet under us and to it’s a university-wide initiative. stabilize our world in terms of digital assets so we can find them and use them. We have already seen great advantages in finding assets that have “We’re trying to leverage athletics to support the educational and faith- been scattered to and fro on USB drives and such.” based mission of the university,” Skendzel said. “We understand that athletics can drive the ship from the standpoint of meeting that fan craving Another of the digital media center’s primary goals is to link up the entire for content. The ability to monetize that is what ultimately needs to be campus, not just athletics venues. Fortunately for Rinehart, since he’s done here so we can use it for educational purposes.” arrived the connection process has gone rather smoothly.

Born out of the idea came designs for a digital network, meaning that, while “We are a very fiber-rich campus,” Rinehart said. “When they have pulled being rumored to be one of the only schools capable of it, Notre Dame will fiber places, they have been very smart with pulling additional, so it just not pursue its own cable television network for the foreseeable future. came down to terminating the fiber. For example, when we pulled fiber into this facility, we pulled 144 strands and we’re using probably 30 right “We looked at a lot of different models,” Skendzel said. “Would we have now. But with Div-X and Level 3 products coming in, that’ll take four or liked to follow the Texas Longhorns and create a cable channel? In one six. We’ve got other things coming in that will take two or four each. It will sense, yes, but on the other hand, we knew that we couldn’t get the be onesie-twosies from here on out. But they were smart and they insisted distribution that we needed through that medium, so we focused on a that we need to put this in now.” digital network and digital distribution.” FIDM is currently hooked up to sites around campus, including the Official plans for the facility were drawn up in the fall of 2011, but the football, soccer, basketball and hockey facilities. By spring season, the plan project really began to accelerate when Swarbrick and Skendzel plucked is to have , baseball and softball venues online as well. This industry veteran Scott Rinehart from NASCAR Media Group where he was academic year, Fighting Irish Digital Media will live-stream more than 150 Director of Internal Operations. events, including Olympic sports, live press conferences and postgame shows for football and basketball. Other campus events will be done, such The relationship between Rinehart and Skendzel began in the spring of as mass from the Basilica of the Sacred Heart, once the building’s SD control 2010 when the pair met at SVG’s College Sports Video Summit in Atlanta. room gets a much-needed upgrade. They began talking innocently about the preservation of film, a topic that was close to Rinehart in his final years at NASCAR Media Group. A couple “The mission is not just athletics and that’s what I find is really exciting about of months later, Rinehart welcomed Skandzel and Swarbrick down to this,” Rinehart said. “As I go around campus and talk to my constituents, it’s Charlotte to see the work NASCAR was doing with managing digital assets. a problem that’s just everywhere. We have these situations across campus and I show them these tools. We’re using Fighting Irish Digital Media as a “It really started off as more of a global campus question than an athletics lab, for lack of a better phrase, where we can plug in things and try it to see question,” Rinehart said. “How do we get our hands around digital media? if they work and you can take what we’re doing here and apply that to what How do we find what we need? How do we avoid replication of content?” is happening in another division of campus, which can then roll in to the university as a whole. That’s what was exciting to me.”

SVG | CORNER The project was an ambitious one to start. After coming on board at Notre Dame in April of this year, some of Rinehart’s early meetings with university Brandon Costa is senior editor of Sports Video Group. 48 | NACDA WWW.SPORTSVIDEO.ORG LEARFIELD SPORTS | DIRECTORS’ CUP

DIVISION I 1 Stanford ...... 398.00 2 Michigan ...... 373.00 3 Florida State ...... 358.50 4 Notre Dame ...... 353.00 5 North Carolina ...... 342.00 6 Oregon ...... 334.00 7 UCLA ...... 331.00 8 Penn State ...... 323.50 9 Florida...... 275.50 10 Texas ...... 274.00 DIVISION II 1 Colorado School of Mines...... 333.50 2 Grand Valley State (MI)...... 280.00 3 Tampa (FL) ...... 253.00 4 West Texas A&M ...... 247.00 5 Shippensburg (PA)...... 237.00 6 Adams State (CO) ...... 210.00 6 Minnesota State Mankato ...... 210.00 8 West Florida ...... 200.00 9 Massachusetts Lowell ...... 186.00 10 West Chester (PA) ...... 173.00 DIVISION III 1 Calvin (MI) ...... 308.50 2 Middlebury (VT)...... 306.50 3 Johns Hopkins (MD) ...... 305.00 4 Emory (GA) ...... 280.00 5 Williams (MA) ...... 276.75 6 Messiah (PA) ...... 253.00 7 Trinity (TX) ...... 245.50 8 Bowdoin (ME)...... 242.50 9 Massachusetts Inst. of Tech...... 240.50 10 Washington University (MO) ...... 237.00 NAIA 1 Olivet Nazarene (IL) ...... 258.00 2 Oklahoma Baptist ...... 250.00 3 Cal State San Marcos...... 247.00 4 Lindsey Wilson (KY)...... 240.00 5 Concordia (CA)...... 227.00 6 Idaho, College of...... 211.00 7 Concordia (OR) ...... 205.00 P U C ’ S R O T C E R I D | S T R O P S D L E I F R A E L 8 St. Francis (IL) ...... 191.50 9 Mid America Nazarene (KS) ...... 181.00 10 Embry Riddle Aeronautical (FL)...... 179.00 JC/CC 1. Cerritos ...... 109.9 2. American River ...... 102.5 3. Fresno City ...... 93.0 4. Mt. San Antonio ...... 89.0 5. Orange Coast ...... 78.5 6. Gloucester CC...... 78.0 7. Golden West ...... 76.5 8. Suffolk CCC ...... 74.5 9. Sierra...... 69.0 10. Ocean County College ...... 66.5

ATHLETICS ADMINISTRATION NACDA | 49 DIRECTORY/UPCOMING EVENTS

NACDA DIRECTORY UPCOMING EVENTS

Bob Vecchione...... 440-788-7466 Executive Director [email protected] Pat Manak ...... 440-788-7467 Senior Associate Executive Director [email protected] Chris Green ...... 440-788-7485 Associate Executive Director, External Relations [email protected] Jason Galaska ...... 440-788-7470 Assistant Executive Director [email protected] Julie Work...... 440-788-7468 MID-WINTER MEETINGS Assistant Executive Director January 25-28 [email protected] Hilton Resort (Marco Island) Brian Horning ...... 440-788-7469 Director-Membership Services ICLA WINTER SYMPOSIUM [email protected] February 22-26 Denise Manak ...... 440-788-7481 Kansas City Convention Center & Exhibits Manager Downtown Marriott (Kansas City, Mo.) [email protected] Katie Newman ...... 440-788-7474 N4A CONVENTION Manager-Affiliate Associations [email protected] June 6-9 Ryan Virtue...... 440-788-7473 Hyatt Regency (Jacksonville) Manager-Affiliate Associations [email protected] 2013 NACDA & AFFILIATES CONVENTIONS Erin Dengler ...... 440-788-7472 World Center Marriott Resort (Orlando) Manager-Communications CABMA: June 10-13 [email protected] CEFMA: June 11-13 Kara Cox ...... 440-788-7483 Mentoring Institute: June 12-13 Assistant to the Executive Director NAAC & MOAA: June 12-13 [email protected] NATYCAA: June 12-14 Noreen Byrne ...... 440-788-7471 Business Manager CoSIDA: June 12-15 [email protected] NACDA, NACMA, NAADD & ICLA: June 13-15 Mike Cleary ...... 440-788-7476 Director Emeritus [email protected] Phone...... 440-892-4000 Fax ...... 440-892-4007 Website...... www.nacda.com Address ...... 24651 Detroit Road Westlake, Ohio 44145 NACDA | DIRECTORY

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