In exciting news out of Norman, the creative agency formerly known as Old Hat Creative, announces the beginning of a new era with a name and logo change. "Ideas Designed to Inspire Through Strategy," abbreviated, "ID.ITS", is the new moniker. "This new name really encapsulates who we are," says CEO and now lead of the ID.ITS, Zac Logsdon. "We feel like this change has been long in the making." says Logsdon. "We've always felt like we were ID.ITS. Now, it's as if for the first time we're actually being our true selves...and if it wasn't known before, it's now evident for everyone else to see with our new company name and logo!"
Robert Smith, Chief Operating Officer and Director of Client Relations, took a leadership role in both the name change and the logo development. Smith says, "I don't mind saying I really inserted myself into the logo project from day one. It was kind of my baby, and something I wanted to be as much a reflection of myself as it was a reflection of our new company and direction. I feel like Zac has been leading us towards this direction for 12 long years and now we're so excited to finally be ID.ITS!"
Much thought went into the actual logo design. Smith explains, "Some of the more obvious choices were using the color red, which as any marketer knows, represents love and profitability. Both of which are needed in any company." Logsdon continues, "Because Old Hat has made a clear shift to the digital age, we included the large dot in our logo to indicate we know the World Wide Web, often referred to as the Net." Particular aspects of the former logo were also tied in. Rather than having the word "Creative" in the new logo, the group opted to use a small "c" placed strategically above the "I", as a nod to their past designation.
Smith says that an important lesson was learned during this process. "We originally chose the tag line 'Ideas Designed to Inspire By Strategy', but because of the problem it would present with our logo acronym, we changed 'by' to 'through'. Paying attention to these types of details can prevent you from looking like a real idiot with your peers and others in your industry. Nobody wants their acronym to include 'IBS'. That's just dumb."
When seeing Logsdon and Smith explain the reasons for the changes together, it's evident that this change is truly the correct decision. It's like they share one mind. The mind of "ID.ITS".
Yesterday, I took some time to read this article, which gave great insight on how Nike lost Stephen Curry to Under Armour. It's a bit lengthy, but well worth the read. In a nutshell, before Stephen Curry was Stephen Curry, NBA MVP, he wore NIke. And Nike has a chance to keep him under their umbrella, by re-upping his contract. But a meeting in the 2013 off-season, in which Nike didn't recognize the signs of Steph Curry's potential, has led to great things for Under Armour. Their bet on Curry is paying off tremendously: not only did they get a steal considering how Curry has turned out, but his potential value to Under Armour now is $14 billion. AND Under Armour's U.S. basketball shoe sales THIS YEAR are already up more than 350% as compared to last year.
In this fateful meeting, Stephen Curry likely felt unprioritized (Nike's biggest players were not in attendance), disrespected (they couldn't pronounce his name correctly, a presentation slide with Kevin Durant's name wasn't updated) and undervalued (they offered him less than $2.5 million). To be fair to Nike, at that time, Stephen Curry was dealing with injury issues and NIke already had a lot of big stars in their arsenal (including LeBron James, who is locked into a $500 million lifetime contract with them). At that time, it wasn't necessarily a BAD business decision, but I'm guessing they are kicking themselves now.
So, what? Why should you care? What can you take from this article which can apply to you and your team?
Don't be afraid to try something new. Look for potential and opportunities everywhere and be willing to take a risk. It may pay off tremendously. Both Under Armour AND Steph Curry took a risk. And it's paying off. Forge your own path, do what the others are NOT doing and see if it pays off.
Recognize the value of the "everyman". And how they could speak to your fans. You may need to look past the "stars" in your program to find those that may not shine as noticeably bright. Do you have an undersized walk-on point guard from an in-state school who may not get accolades and minutes but is someone who works hard, is well-liked and inspires fans of all-ages? Don't you think most fans may relate to that person? Rethink your promotions and try putting that kid front and center.
You never know who will be your champion. Kent Bazemore was undrafted rookie who Under Armour signed to a shoe deal....but he turned into Under Armour's greatest pitchman when he pushed Steph Curry their way. Look for your champions and see if they can help you reach your goals.
Being overlooked can inspire a leap to greatness. Curry had been overlooked most of his life. Denied by larger schools (including the Alma Mater of his NBA player father), only drafted 7th in 2009 (still..pretty respectable), and riddled with injuries early in his NBA career, I'd say all of that has motivated him to be what he is now - already considered by many as the best shooter in NBA history. Think twice before you overlook someone who doesn't seem like a perfect fit on paper. Maybe consider taking a chance on that intern or GA who doesn't have a lot of experience but is straight willing to outwork anyone who comes their way.
Treat everyone like gold. You never know, a $100 donor could turn into a million-dollar donor, a fan in the nose-bleed section may purchase a stadium suite or a fan of one sport only could someday hold season tickets to all of your sporting events.
And make sure to proofread your PowerPoint presentations.
Are you wearing green today? I bet if you're living in Denton, TX your chances of wearing green today are much higher than the general population. Not just today, but any day.
Why? Because that's the home of one of our fantastic clients - The University of North Texas (aka the Mean Green).
It's pretty likely you've heard about North Texas, or some reference to the Mean Green. Or maybe the only thing you know about them is that "Mean" Joe Greene (yes, the last "e" is silent) gets credited for giving them their Mean Green moniker, which actually isn't quite how it happened.
There's a lot going on at North Texas Athletics right now, and it's an exciting time to be working with the marketing team on their upcoming football season. They recently hired Coach Seth Littrell (I'm already a fan because he played fullback for OU during their 2000 National Championship season) and some other Texas natives like Graham Harrell. It should be a fun season to watch some Mean Green football.
Old Hat will be working with North Texas once again to develop the campaign for football. This year we're bringing to the table a process that's new for us, but has been used and perfected for many years by our newly merged partner.
The process is what we call the Sports180. It's an in-depth discovery we use to unveil the thoughts and attitudes of those inside and outside the department tied to the sports programs, and even some that may have no association with the programs. We take that information to determine where there are gaps and overlaps in the way a program is perceived, and bridge those gaps/reinforce the overlaps through our recommended marketing tactics. It's not rocket science, but it's effective, and I'd venture to say it's something very few athletics programs are doing on their own. It requires time, cooperation and organization throughout the department.
Here's a brief look at the process:
• Step One: Scouting
Any good coach or recruiter has to do some research to determine the true potential of an athlete because there's much more to an athlete than meets the eye. It's the same in any athletics department or sports program. Things can look one way on the outside, but does that line up with what's on the inside? If not, this could eventually hurt the program, usually from the inside out.
• Step Two: The Playbook
After gathering all the notes, research and findings, what happens next? That's where we recommend the playbook- think of it as a prescription from your doctor. The best way to a winning season is to have a playbook in hand well before your first game.
• Step Three: The Game Plan
Based on the playbook, the game plan includes the specific X's and O's for each game. It's great to have a playbook, but some decisions have to be made at gametime. This step involves the shaping of your brand to match the recommended prescription.
• Step Four: Execution
It all comes down to execution, and by this step in the process we're ready to put some legs behind all the strategy. This is where all the hard work pays off and fans get to meet the new you.
I'm looking forward to seeing this process through on a smaller scale with the North Texas football campaign, and many other clients in the future.
For the first time in our 12 years of existence, Old Hat entered a few things in the 2016 Oklahoma Addy Awards. I was under a tight deadline to get things entered and ended up failing our print division by not entering anything that required a hard copy (i.e. anything print related). I only entered 5 videos and our SMU environmental graphics project and they all won awards.
So on Saturday night, we got all dolled up and went downtown to the awards banquet. Here's a pic of me and my wife looking all perty before the show:
And now, without further ado... The projects for which we won Addy Awards:
Well, it's official. Today marks the date that the merger we've been talking about for the past few months finally takes effect. Truth be told, Old Hat Creative and Third Degree Advertising have been working together for many months now in preparation for combining into a single company. But today is the day that we no longer exist as separate entities. Old Hat and Third Degree are one.
What does that mean, exactly? Well, on one hand, not much. And on the other hand, it means a lot.
What is NOT changing?
Primarily, Old Hat will continue to be the company you know and love...
2. You'll continue to be the life of the party by being able to quote random facts that you found by viewing our email signatures.
• When hippos are upset, their sweat turns red.
• Banging your head against the wall burns 150 calories per hour.
• Billy goats urinate on their own heads to smell more attractive to females (female goats, I assume).
3. You'll continue getting the most amazing creative to help you engage your fans, improve the gameday experience, sell tickets and increase fundraising.
4. Our dedication to ridiculously good customer service will never fade. We'll continue to always be available, always be responsive and never miss deadlines.
What IS changing?
Well, we're getting bigger...
1. Old Hat is currently headquartered in Norman, Oklahoma with remote employees in North Carolina and Utah. Starting today, we will have talented employees working from offices in Oklahoma City; Durham, NC; Greensboro, NC; Salt Lake City, UT; Charlottesville, VA and Frederick, MD.
This is me outside the OKC office with the downtown skyline in the background:
And, we're getting better...
2. Old Hat has a long history of producing amazingly awesome creative. This merger puts us in the position to make that creative even more awesome by adding research, media planning/buying, digital strategy and implementation, content creation, repositioning, media audits, copywriting, marketing automation and much more. We're taking our creative and making it smarter.
The UNC Ticket Sales site is a perfect example of taking our current offerings (web design and development, video production, on-site video shoots) and combining that with the expertise of our new partners (research, strategy and marketing automation).
So to summarize, nothing that you like is going away. We're just going from ridiculously-awesome to far-more-ridiculously-awesome. And just for fun, here's a photo tour of our OKC office.
This is a map with doorknobs showing all of the locations of Third Degree's clients from all over the United States. It's rad.
This is a cool yellow couch. The wall behind me says, "Elevate."
This is a really big pencil we use write all of our really big ideas down with. It's bolted to the wall so no one will steal it.
This is the room where we keep a guy named Richard.
Just kidding. The men's room says, "Dick" and the ladies' room says, "Jane." How clever is that?
This is a cool red refrigerator where I get to keep my Diet Dr Pepper.
2015 was busy! It was filled with lots of projects for a wide variety of clients. When I was asked to share a few of my favorite projects from 2015, I knew it was going to be challenging. Every project is fun and unique in its own way. A few of the projects from 2015 that stick out to me are:
1. Towson Women's Basketball Intro Video
I enjoyed this project because the Towson Women's Basketball coaching staff had a clear vision of what they wanted this video to be. We traveled to Towson to shoot footage of the women's basketball team and Baltimore to bring their vision to life. It was the first video shoot I'd been a part of where we captured footage off campus. My favorite part of the video is how our video crew was able to show the movement of the team and basketball through the iconic locations in Baltimore.
2. Army Football Videos, Graphics and Animations
We had the opportunity to do 6 different videoboard projects for Army football. I really enjoyed these projects because each one was so unique. We had the opportunity to do a high end 3D logo animation, a Make Some Noise crowd prompt animation, a Shuffle game, a Derby game, a hype video and an intro animation for Army to use prior to their own video features. Stay tuned for some awesome new projects for the Army / Navy basketball game on January 23 at Madison Square Garden.
3. Delaware Custom Font and Wordmarks
This project was great because we had the opportunity to create a custom font for the University of Delaware and then used that font to design wordmarks for Delaware and all of their sports. Since Delaware was getting a new uniform supplier, all of these marks were then used on their 2015 team uniforms. It was really cool to see our work being worn by all of the Blue Hen athletes.
4. Duke Social Media Graphics
I enjoyed this project because we were able to work with Duke to create a consistent brand across all of their sports. This included creating profile pictures and cover photos as well as a wide variety of templates and holiday graphics for each sport to use. We based the social media profile and cover images off of the Olympic sport poster template design to create an even more cohesive look.
2016 is already off to a flying start with some exciting projects underway. I'm looking forward to another year of memorable projects!
So it's 2016 which you've probably already heard, and you know what that means... it actually means a lot of things- like a presidential election year and the Summer Olympics in Rio and Leap Year and yes... Groundhog Day! Actually I think that occurs every year. Either way, none of these things bring me to the point of my blog.
The rollover into 2016 means I get to blog about my favorite projects from 2015 (hence the reason for the large 2015 graphic up top)! We like to do recaps and favorite projects lists around here, and sometimes we may even overdo it. But that's what we're all about (why do it when you can overdo it?).
With that, let's see how we did in 2015.
You may have seen in our latest newsletter how many new clients we were fortunate to work with this past year. Even I was surprised at all the new business from 2015. One of these new clients, the American Athletic Conference, just held their first-ever football championship. I'm proud to say Old Hat was able to work with the client on multiple projects to market the event and enhance the in-game experience for fans. It all comes down to One was the tagline for the championship, and that theme was used throughout the year in print, interactive and video work leading up to the big game. Here are a few of the pieces from the American Football Championship.
Another group of projects that turned out exceptional and unique are the Notre Dame template posters that have been used for their olympic sports. Notre Dame has been more conscious and deliberate about keeping their brand consistent (which I applaud), so the template posters this year came with a more stringent set of guidelines to ensure we were staying within the brand. Our designers did a great job not only staying within the guidelines, but the template poster could be seen as a **big word spoiler alert** microcosm of the style guide itself.
I would eventually include every project as one of my favorites if I had more time, because our designers across all media (interactive, video and print) are truly experts at what they do. We're very fortunate to get to work with the clients that we have, and our clients are also very fortunate to get to have our designers put together incredible projects day in and day out. I'll leave you with a few more of my favorites from the year. Here's to a great 2016 for Old Hat and our clients!
Our 2016 New Year’s resolution: share more of what we know.
In the past 12 years, we’ve learned a lot about sports marketing and fundraising. In fact, we’re not going to be shy about saying this: we’re experts. And we’ve realized that our clients, friends, and fans would benefit from our expertise – so we’re going to start sharing more of it.
Over the upcoming year, you can expect to see more articles on our blog about sports marketing best practices, achieving fundraising goals, advice for common sports marketing challenges, marketing trends, and more. If you’ve got a sports marketing question or challenge that’s keeping you up at night, send it to us! We’d be happy to tackle it in our blog and give you some free advice. After all, our staff has a combined 482 years of experience in sports marketing and development. I know what you're thinking. 482 years? Seriously? No, not seriously. But it's a lot.
But don’t worry, if you like hearing about our antics and personal escapades you’ll still be able to read about them on all our various social media outlets. Robert will still run shirtless through the snow. Zac will still do uncomfortable interviews with the OH staff. And Geoff might write a haiku again sometime.
So buckle in. Twenty-sixteen is poised to be the greatest year in the history of years. And your best resource for making it the best for you is right here at the Old Hat blog.
As a sports marketer, what do you sell? The simple and obvious answer is, of course, tickets. Those game ticket sales in turn fuel other revenue streams: concessions, merchandise, and indirectly other types of program support.
But in reality, you’re selling much more than tickets. You’re selling an experience of your school’s brand and what it means to be a fan of your particular sports program. That experience means different things to different people.
Your entire target audience has one important thing in common: they’re all fans of your program to some degree or another. That means all of them are likely to respond to certain visual cues like your logo, colors, and images of your team, campus, or game venue. However, if you really want to market yourself strategically and effectively, you need to segment your audience further and get to know what drives them.
There are several ways to segment your fans: alumni, donor level, development group member, fan club member, season ticket holder, single game ticket purchaser, whether they’re die-hards or jump-on-a-winning-bandwagon fans, and of course the usual demographic indicators such as age, gender, and geographic location. One of the best ways to segment your current target audience is through market research surveys that enable you to understand their motivations for being a fan and what the game experience means to them.
Here are a few simple examples of what this might look like and how you could use it to drive tailored communication strategies:
·Students might value the fan experience because it reinforces their connection with the school and contributes to their sense of personal identity at this stage of their lives. What makes the student experience unique at your school? Think about how you can tap into traditions like these.
Alumni might be motivated by the opportunity to relive the fun and excitement of their college days, reconnecting with the brand through a combination of sense of tradition, nostalgia, and present day pride. Why not take advantage of opportunities like social media’s #TBT (Throwback Thursday) to help you reinforce that connection and encourage greater engagement?
Parents of students might see the experience as a way to strengthen their connection with their child and may feel a sense of ownership and pride based on their financial contributions to the school. Consider how you can encourage mom or dad’s commitment to the team.
Parents of younger children (whether they’re alumni or not) may value the fan experience as a means of creating memories, passing down a love the game, or teaching kids about teamwork. How is the game experience different for them, and what can you do to showcase the family-friendly side of your brand?
Locals who aren’t alumni and don’t have children attending your school may relate more to a sense of local pride or deep-rooted geographic rivalries. Think about what you can do or say that will recognize and encourage their continued support as honorary members of your organization.
When you understand what motivates your different fan groups to be part of the game experience, it’s easier to identify the right marketing themes. Some motivations or feelings will span segmented groups and resonate with the majority of your fans. Those are the themes you should consider for your overall marketing message. Other motivations will be specific to certain segments, and you should use those to tailor your engagement with each group.
Every ticket or season tickets package you sell represents a wide range of emotions and motivations that are felt by your fans as part of the game experience. So don’t just sell tickets: sell can’t-hold-us-down commitment. Sell remember-when-we nostalgia. Sell ours-is-better-than-yours rivalry. Sell this-is-our-house pride. Your fans will love you for it.
Football season is winding to a close and basketball season is heating up. No matter which sport you work with, these four tips will help you take your marketing efforts from having an average season to dominating your goals.
1. Talk smack.
As a sports marketer, you basically get paid to talk smack. How glorious is that? It’s a beautiful thing – as long as you get it right. Good smack-talk galvanizes your fans and increases ticket sales. Just remember that when you talk smack for your program, there are two groups who have to deliver on it: the team (of course) and the operations guys whose efforts ensure a good game-day experience for fans. Make sure you’re working closely with both. The other thing about talking smack is that in order for it to resonate, you have to talk the right smack to the right group. That can be tough if you’re new to a particular program, because every school and every sport is unique. When your messages are on point, you’re near the eye of the hurricane helping chart its path. If your messages aren’t on point, you’re going to be the guy getting crushed by the hurricane. To make sure you’re not that guy, follow the lead of your coaches and players: watch some tape.
2. Watch tape (a.k.a. do your research).
Do you know any college or professional football team that doesn’t watch tape? Yeah, us neither. There’s a reason for that. Watching game film gives players and teams insight into what went well (or didn’t go well) and what to expect from their next opponent. That type of research and analysis provides an important edge. Why not do the same thing with your marketing? Just like reviewing game film, there are two key areas you need to analyze: your brand and your target audience. When was the last time you thoroughly reviewed what your brand stands for, where it can improve on delivering the customer experience, and how strong your marketing strategy is? You also periodically analyze your customers: who they are, what they value most about the game day experience, how well their needs are being met, and what their satisfaction level is. The good news is that you can get away with investing in this type of in-depth analysis periodically (once per season) instead of having to do it for every game.
3. Develop your plays.
On the field or off, analysis is useless if it doesn’t translate into strategy. Use your brand and market research to develop your overall marketing strategy for the year, select the themes and media that are most likely to help you achieve your goals, prioritize your budget, and develop campaigns. Your marketing year can probably be divided pretty easily into its own set of seasons, and you need to have a solid campaign plan for each. Once you find something that works, there’s no shame in recycling it for the next year as long as you don’t get complacent. Complacency kills. You don’t want fans to be able to predict your next poster, email, etc. any more than your team wants the opposing players to predict their next move. So figure out what worked last season, make some adjustments to keep it interesting, and take the next year on like you own it.
4. Monitor the stats.
Ticket sales, game attendance, season ticket renewals, alumni contributions – these are all statistics you should be benchmarking and comparing to prior data. But don’t stop there: there’s more to measure if you really want to know how effective your marketing efforts are. While it can be difficult to measure the success rate of traditional marketing tactics (posters, print ads, billboards, radio, etc.), digital marketing offers a goldmine of statistics. Go beyond looking at basics like number of new and returning website visitors, and start measuring responses to calls to action and actual conversion. Incorporate a marketing automation tool so you can target your messages to different groups, move them along the conversion path, and measure the response you get to each email you send. Make your emails more personal and more interactive with videos that are customizable to each recipient – it’s more affordable than you think, and it helps seriously drive engagement and ultimately ticket sales.