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PowerPoint slides for presentation on program branding that I did at the 2011 NWCA Convention in Fort Lauderdale, Florida.
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2011 NWCA Convention
Fort Lauderdale, Florida
Wrestling Professionals Looking to Innovate College Athletics
August 7th, 2011
Overview of Presentation
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(i)
1. Marketing Management 101
2. Core Product vs. Product Extensions (slides 1-2)
3. Positioning Your Product (slides 3-7)
4. Build-a-Brand (slides 8-12)
5. Conclusions/Questions (slide 13)
Marketing Management 101
Aug.2011
Slide(ii)
Wrestling Professionals Looking to Innovate College Athletics
Tips:1. Know your career aspirations!!!
2. Study how to get there
3. Structure life accordingly
4. Master the art of self-discipline
5. Embrace life’s challenges!!!
*Failure is when you do not work towards your full potential
“Success is the masterful application of the fundamentals on a daily basis”
The Core Product
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(1)
The Game Form (rules and regulations)
The influence of three-point line in basketball
Coaches and Players (quality, marketability, visual appeal)
The draw of the athletes on your team
Equipment (quality of equipment)
Game equipment & apparel
Unique College Wrestling Elements:– Conduct– Academic Performance– Other
Product Extensions
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(2)
The areas surrounding the core product that help enhance consumer interest.
Consider these coaches:
1. Entertainment (e.g., music, giveaways, competitions)
2. Supplementary content (e.g., videos, media guides, etc.)
3. Personnel and Process Customer Service Interactions Under promise and over deliver!!!
Positioning Your Product
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(3)
It is critical that you develop sound strategies to position your product effectively.
Considerations:a. Product Differentiation
b. Product Development
c. Product Position
d. Product Branding
a. Product Differentiation
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(4)
The process of making your product unique when in comparison to other sport organizations
Implementing strategies to “get a leg up” on the competition
Examples: Innovative promotions from quality market research
World class customer service
Innovative bundling (inclusion of technology)
Innovation Nation
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(5)
1. What types of things can you do to make sure that you are differentiating yourself from a marketing standpoint?
2. What can college wrestling as a whole do to make sure that the sport is differentiating itself from competitors?
Please be INNOVATIVE and be
ready to discuss!!!
b. Product Development
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(6)
Process to enhance the quality of productSound research base Involvement of key personnel for input
Constantly driven by evaluation and feedback
Should be constant process as industry evolves
c. Product Positioning
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(7)
Positioning your product so that your brand will be recognized by consumers (e.g., commercials, logo, promotions)
Process involves defining the market that will be targeted for product
Research can help determine whether to maintain position or attempt to reposition the product.
d. Product Branding
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(8)
Development of your image through the different elements that are connected with your wrestling program.
Starting point: name, logo, and symbols associated with program.
Most important elements: All individuals and actions associated with your program
Associated Brand Elements
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(9)
Core Product (at events):Competitiveness (winning/tradition)Program styleEntertainmentConduct
Related Extensions (examples): Actions of coaches on a day-to-day basis Student-athletes performance in the classroom Student-athletes conduct outside of competition Program visibility on campus and in community
Examples of Brand “De-Valuing”
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(10)
1. The byproduct of the “bunker mentality”= socially awkward or worse
2. The seriousness of scraping= thug, jerk, or names I cannot put on PowerPoint
3. Inability to show interest in classroom= “jock” or lazy
4. Poor participation on campus/in community= only care about themselves
Be proactive and intentional about your brand!!!
Innovation Nation
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(11)
1. What goals should programs have in mind when attempting to build their brand?
2. What tips would you have for programs looking to achieve these brand-related goals?
Steps to Build “Top Tier” Brand
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(12)
1. Engage in strategic planning with staff
2. Implement policies to support brand initiatives
3. Invest in educational initiatives with team
4. Get creative with marketing efforts
5. Assess, evaluate, and constantly build
Tips from Tom & Terry Brands: Embrace a “it starts with you” mentality Be intentional with your brand each day Leave a legacy worth remembering
The End…
Wrestling Professionals Looking to Innovate College AthleticsAug.2011
Slide(11)
Quote from Winston Churchill:
“To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitting
their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been
their finest hour”
Today’s Lucrative Lesson: Embracing the Power of Day