Six Ways to Incorporate Athletics in Higher Ed Marketing
With the start of the fall semester, many people associate another “start” with this time of year—football. Not all universities have high-profile football teams, of course, but whether a college or university is an NCAA or NAIA athletics school, there is likely at least one team considered a significant part of the institution’s culture, and even identity.
For some, the hallmark sport could be soccer, baseball, softball, swimming, or even equestrian programs. Whatever the sport, understanding how to align better the university’s academic marketing campaigns and strategies with athletics is crucial for overall institution consistency, branding, and crisis management.
As higher education leaders, our strategic plans are of paramount importance to the success of our institutions, and that success includes athletics. Whether a small private college or a large state school, student-athlete enrollment can make up a quarter to half of an institution’s student population. With a majority of student-athletes not continuing their athletic endeavors after graduation, it’s likely that most of those student-athletes want a quality education as well.
There’s also a good chance a majority of students will be attending collegiate athletic events as part of their college experience. Yet many higher education institutions create marketing campaigns for prospective students with mainly academics in mind, not the broader campus culture.
Collaborating with the athletics marketing department for the university's marketing campaigns should not be an afterthought, since this is a vital component of the institution's identity and culture. As we plan our marketing campaigns for the upcoming (and potentially memorable) athletic seasons, here are six ways of incorporating athletics into overall branding:
#1 | Embrace the University's Athletic Identity
Whether it's football, soccer, basketball, or any other sport, fully embracing our athletic teams as an integral part of the university's identity is an important part of showing our communities that we understand them. By doing so, we can tap into the immense pride and spirit surrounding these teams to bolster overall engagement. A school’s athletic identity also creates brand equity in heightened name recognition for the school.
It’s easy to point to the University of Alabama with their iconic “Where Legends Are Made” branding. In the website banner, the first shot shows a football player, a nod to a team that has dominated the SEC in recent years and has won six national championship titles since 2009.
You don’t have to be the Crimson Tide to capture brand equity from your football team, though. At the University of Mary Hardin-Baylor in Texas, the DIII national championship football team draws enthusiastic crowds from the local community and gives the school national recognition. UMHB builds on this asset by highlighting the benefits of “Small School Community, Big School Experience.”
An example from a smaller school is that of Sweet Briar College , a private women’s college with an undergraduate population of less than 500. Sweet Briar does not shy away from intertwining academics and the equestrian program. With callouts on the website about amenities for riders, the institution also gives “Riding” its own tab in the site menu. There is an excellent balance between understanding that this sport is integral to the institution, but it’s not the complete identity and brand.
#3 | Leverage Social Media and Digital Platforms
Social media platforms are powerful tools for engaging with an institution’s audiences. While athletic teams may have their own accounts, also utilizing the institution’s main social media channels will boost outcomes. Showcasing behind-the-scenes moments with student-athletes, highlights from games, and interactive content sparks excitement and demonstrates that leaders care about the different and dynamic aspects of the campus community.
The University of Montana does a great job of incorporating athletic teams in social media content—like their 4th of July Instagram post of the football team. Another example is a mid-March post for the hurling team’s involvement in a St. Patrick’s Day parade and the match to follow.
Penn State has included non-institution athletic events in its social media content strategy, as seen here with an Instagram post celebrating the Ironman Triathlon held in the university’s town of State College.
The University of Wisconsin is another example of featuring the importance of sports and recreation in our lives. A recent Instagram post highlights a senior who works at the university’s recreation center because she enjoys bouldering.
#4 | Showcase the Impact of Athletics
Intercollegiate athletic programs didn’t begin from a need for general competition, but as a way for students to create a community on campus. In essence, certain students utilized a skillset to create an initiative that evolved to competition. Being a student-athlete can profoundly impact student development, building leadership skills and promoting teamwork and discipline. Utilizing stories of student-athletes who excel academically and athletically shows the holistic benefits of being a part of a university.
St. Thomas Aquinas College in New York is beloved by their student-athlete population because of the broader college experience. A spread in the school’s new viewbook presents student-athletes as highly valued members of the community and describes their accomplishments in athletics and academics.
Penn State University again has several great examples, including congratulating two men’s basketball players on being drafted into the NBA. Another announcement celebrates an athlete for her win at the National Baton Twirling Competition.
PSU also recognizes students interested in sports in different ways, like this post about students in the College of Communications who traveled to the Women’s World Cup to write for the Associated Press. Coverage like this underscores that the institution sees athletics not just as games, but also as an industry to be studied and researched.
#5 | Engage Alumni and Donors
When it comes to marketing campaigns, featuring alumni who have “made it big,” whether in a professional or athletic capacity, is a tactic many institutions use for short-term brand value. Alumni can be strong advocates for the university, but these limited approaches can feel disheartening and leave people feeling disconnected. Fostering authentic long-term relationships—before and after students graduate—is the groundwork for ongoing partnership that truly builds brand value.
Engaging with alumni throughout their post-graduate athletic or professional journeys can build relationships that create a pool of opportunities for the institution’s marketing and communication strategies. Implementing a student-athlete mentorship program, for example, can create powerful connections while also encouraging alums to support athletic programs and academic initiatives alike.
Recently, speedskater Erin Jackson was the guest commencement speaker at her alma mater, the University of Florida. She challenged the audience to “... look for opportunities in unlikely places”—which is exactly what she did in bringing back a gold medal from the Olympic Winter Games to the hot, humid Florida campus.
#6 | Be Prepared for Crisis Management
Collaborating closely with an institution’s athletic department, or integrating roles, can help curb crisis situations.
Student-athletes, athletic programs, and institutions are often closely followed by news and media outlets. High-profile games and players increase attention even more. While we all hope for successful and uncontroversial athletic seasons, proactive planning is essential for the culture and community of the institution, and therefore, the institution’s identity.
Identifying what constitutes a crisis is an important first step for the institution and the athletic department. Then, ensuring collaborated, timely communication from the team(s), athletic department, and institution is critical—not only for the crisis management control, but the well-being of students, coaches, faculty, and staff who may be impacted more personally by the situation.
How Will Athletics Be Part of Your Brand?
Planning university marketing that coincides with athletic events and seasons is more than boosting ticket sales or sports team recognition—it's about creating an authentic identity that aligns with all the communities making up the fabric of the institution. Celebrating the significance of athletics in the college experience and the school’s identity will enhance consistency, branding, and ultimately, engagement.
