Last Monday I posted an article about the death of the schedule poster as we know it and talked about the need to breathe life back into it through treating it more like an advertisement than an informational tool. Simply informing people of when the games will be played and scattering athlete photos around an 18 x 24" space doesn't do much to actually drive attendance anymore. It needs to be a part of a grander marketing campaign.
So that begs the question: How do we do that?
Answer: Through a research & discovery, internal & external surveys, target audience indentification, strategic messaging, media audits and brilliant creative.
Sounds difficult and daunting, doesn't it? Well, it's not. It's time-consuming and requires expertise in all of these fields. It involves large groups of people working together to provide feedback and input. It requires everyone in an organization buying in to a common goal. But fortunately, Old Hat has the tools and processes in place to facilitate all of it. It's called the Sports180° Process and is our proven, research-based process that gets to the heart of your unique position. Through this approach, we help you clarify objectives, analyze your playing field, and develop a winning strategy.
We just completed the initial phases of the Sports180° with SMU and are entering implementation phase where we will launch an internal and external marketing campaign, a ticket sales website and multiple gameday experience pieces that are united under a common message and goal.
Phase 1: Scouting
The first step in the process is research and discovery. Understanding your internal culture and inspiring your staff can prevent disconnects between your brand promise and what your fans experience. Their weigh-in will produce buy-in.We talk to Senior Athletic Department Staff,Individual Department Team Members, Development, Marketing, Ticket Sales, Sponsorship andSupport Staff as Directed (Team Operations, Coaches, Game Operations, Designers, Interns, Game Day Contractors, Facility Staff, Merchandise, etc.)
There are other key groups that play a role in the success of your brand, so we meet with a few representatives or request their participation in your survey. This may include groups like Fundraising Club Members, Alumni, Students,Community Influencers,Individual Game Buyers,Premium Customers, etc.
By the end of this phase we’ll understand both your market and your uniquely compelling story, as told straight from the horse’s mouth.
Discovery process on campus at SMU
Phase 2: Playbook
In phase two we analyze the research and develop a playbook to achieve your objectives. This phase involves refining your leadership vision, identifying sales and marketing opportunities, aligning your target audiences with your brand differentiators, and assessing how you can win against your competitors.
Leadership Vision: Review and discussion of the vision shared by your organization’s key leaders.
Research Findings: Presentation of comprehensive research findings and analysis, including key takeaways and opportunities.
Audience Alignment: Development and presentation of profile personas for key current and desired target audiences.
Marketing Opportunities: Identification of opportunities that support your vision, engage your key audiences, and position you for greater success.
Examples of Findings:
Phase 3: Game Day
Incorporating your feedback and our research findings, this is where we execute our recommendations and begin to engage with your fans, alumni and donors. We will present a set of campaign platforms that demonstrate how you will connect with your key stakeholders. You’ll also receive comprehensive reports with our research findings and strategic recommendations plus a detailed brand launch marketing plan.
Strategic Recommendations: Summary of insights and recommended actions.
Brand Platform: Presentation of final creative look, feel, and messaging as a springboard for future tactical elements.
Marketing Communications Plan: Marketing campaign launch plan, including recommended tactics, message channels, delivery, and timing.
Brand Style Guide: Written brand style guide detailing fonts, colors, photo types, brand language and more for internal use in execution. Provided following final approval of brand platform.
The SMU Sports180° is complete and the creative elements will begin to see the light of day in the coming weeks. Through our research, we were able to identify what their most important needs were and how to properly address those needs. Portions of the Sports180° process were also used in the Raise Up Carolina project where we conducted research to identify what was unique about football game days in Chapel Hill and built a site around that position that was targeted at the proper audience.
A brilliant marketing campaign targeted at the wrong audience will produce no better results than a terrible campaign targeted at the right audience. Old Hat has the proper experience, tools and processes that allow us to both identify and target the proper audience and build the creative that will reach them.
The mission of most collegiate athletic departments surround the idea of developing the student-athlete. And we know that's impossible without the financial support that comes from having fans in the stands. Old Hat's mission is to increase attendance at sporting events. Plain and simple. Together, and using this process, Old Hat can achieve our mission while helping you achieve yours.
It’s unseasonably chilly here in Norman, which makes a post about football posters make me think that it's almost time for kickoff, but sadly, we have a whole summer to wait. Luckily, for you, the print dudes have been in football mode for a while now, thinking outside the box boat and creating designs to showcase some of the new coaches around the league.
Here are some of our recent designs. Look for more to come in the next few months!
Syracuse and North Texas are both about to kick off the 2016 season with new coaches. To get fans excited, we made the coaches big and prominent. Add some fans, some text that looks likes it's moving and you have a couple of awesome posters!
This Western Michigan poster isn’t your normal rectangle. It’s even more! They have been Rowing the Boat for a couple years, but now there is a poster to truly showcase it. This poster is cut in the shape of a boat and features some specialty printing that features a shiny effect on the text. We’ve never done a poster like this before, and we are happy with the result!
The Redfoxes are ready to Defend The Den this season. Featuring some of their best players and a great shot of their stadium, this long horizontal poster is sure to get people excited to attend the games next to the Hudson River this season.
Utah’s spring game is always a fun event, putting Red vs White against each other. This year we even added some mountains and some space-like features to make it even more OUT OF THIS WORLD.
FIU wanted to show the team, Miami skyline and a big player, so how else could we have done that? The team inside the visor shows that this team is ready for the season, and I have a feeling, it will be a good one!
Here’s an example of one of hundreds of conversations I’ve had over the past 15 years with people I meet:
Person: What do you do for a living?
Me: Sports Marketing.
Person: What does that mean, exactly?
Me: I own a creative agency that works with athletics organizations.
Person: (looks at me blankly) So you like, print t-shirts or something?
Me: No. We partner with universities to help them with their marketing efforts.
Me: Okay, so you know how when you walk down Main Street in your nearest college town and there’s a poster in the local bar window advertising the State U. volleyball team? We design those!
Person: Ahhhhh! That’s cool.
The conversation usually then turns into all the other stuff we do. But it all begins with the schedule poster. Everyone knows what a schedule poster is. And Old Hat was built on the schedule poster. We don’t know exactly how many we’ve designed over the years but conservative estimates put us at more than 4,000.
Four. THOUSAND. Schedule posters.
The Dying Art of the Schedule Poster
Used to be, schedule posters were something people actually looked at in order to find out their favorite team’s schedule. I remember seeing an OU Sooners Football schedule poster from 1985 hanging in a restaurant in Norman. No photos, no crazy photoshop effects, no cheesy tagline. Just the schedule. And the thing about it is, that poster probably did more to get people to the games than most of what is produced these days. People don’t have to walk over to the poster on the wall anymore to see what the schedule is. In fact, there have been times when I’ve had the OU football poster on my wall behind me and I’ve still pulled out my phone to see when the next game is. Because when I do that, I can then tell Google to put it in my calendar automatically and set it to send me a reminder to buy tickets to the specific away games I want to go to. Last time I checked, the poster on the wall couldn’t do that.
Schedule posters are going the way of the dodo bird as a promotional tool. They have some value in recruiting but let’s be honest, 18-year-old student-athletes are probably way more interested in the multi-million dollar weight room and the 64-foot wall graphic than the idea that when they’re a senior, they might get to be on a poster.
Once upon a time, just putting your schedule on a poster was enough to get people to the game. The art of the schedule poster has come a long way since then. Some of the posters we produce here are truly works of art. But these days, they have to be so much more than that if you want them to actually result in a fan taking action.
I’ve talked a lot about how we are fighting for people’s attention unlike ever before. The world has changed more in the past decade than it did in the 50 years preceding it and that has resulted in people having a lot more options in entertainment. And that’s not changing. In fact, it’s going to get worse for those of us whose job it is to get people to the stadium. Stadiums aren’t doing multi-million dollar renovations to create more premium seating areas just for the fun of it. They’re doing it to compete with people’s couches. Because more and more people are finding it hard to convince themselves to go sit on a hard bench crammed in with thousands of other people in the September heat when they can watch from the comfort of their recliner.
Stadiums are upgrading to appeal to fans more. It’s time schedule posters do too.
Breathing Life into the Schedule Poster
Your schedule posters can be one of three things: 1) A valuable sales tool. 2) An ancillary recruiting tool. 3) A waste of time. You’re going to have to decide which you want yours to be.
If you want your schedule posters to be a valuable sales tool, what can you do to make them have more of an effect on driving game attendance? For one, you can remove the schedule.
The biggest mistake we can make is assuming that putting the schedule on a schedule poster has any relevance anymore. I’m not saying you have to remove it. I’m just saying that its presence is pretty irrelevant. If you make people want to come to your games, they’ll find the schedule. And probably not by looking at a poster.
So that’s the key, right? Making them want to come?
What we have to start doing is treating a poster more like an advertisement than a schedule poster. The poster, like an ad, has to be positioned properly. It has to target the right audience. It has to deliver a message. It has to inspire action.
You have a built-in passionate fan base already. You have fans that wear their school colors every Friday before the game and then watch it from their living room the next day. The passion is there. You just have to reignite it. You have fans that want to be reminded about what they’re missing out on by not being there.
Advertising works. That’s a fact. But it doesn’t work without being based in research and strategy. The most amazing looking schedule poster that delivers the wrong message to the wrong group isn’t as valuable as a very basic poster that delivers the right message to the right group.
We are currently working with a number of universities to help figure out what that message is and to whom it should be delivered. And the research we’re doing to base our strategy on is truly fascinating. Who are the decision makers in your market? What are their other choices for entertainment? What are they doing instead of coming to your games? Why? What drives them? Dig deep enough and you’ll find the answers. And you’ll find your message. And you’ll find your fans. And they’ll find the stadium.