Marketing effort sightings

[ZachTheZip]

Where have you seen/heard marketing efforts by the athletic department?I know they've been putting pictures of Infocision Stadium on the cover of the phone books for a while now. There's billboards along Exchange for the stadium, but I don't think it does much good when the actual stadium is right there doing a better job than any billboard could ever do.I haven't seen any TV commercials or heard any radio commercials recently. Not even any radio promotions giving away tickets as prizes.Anything else that i'm not seeing?I'm a firm believer that if you're going to do something, you should do it right not not do it at all. No half-assing it like putting up an empty tent with brochures or other types of "passive marketing". People don't like something until you tell them they like it.

[ksu sucks]

I've gotten postcard sized ads in the mail on three different occasions. Each of them has the renderings of the stadium in the background and lists a few of the season ticket packages. My family plans on going to a game or two, but we don't understand why they're sending them to us. No one in my family is from Akron, so the 'family pack' of season tickets wouldn't even apply to us. Wouldn't the University be better off sending these things to people around greater Akron rather than to a bunch of students who likely(hopefully ) already know about the stadium?

[Zipmeister]

Where have you seen/heard marketing efforts by the athletic department?I know they've been putting pictures of Infocision Stadium on the cover of the phone books for a while now. There's billboards along Exchange for the stadium, but I don't think it does much good when the actual stadium is right there doing a better job than any billboard could ever do.I haven't seen any TV commercials or heard any radio commercials recently. Not even any radio promotions giving away tickets as prizes.Anything else that i'm not seeing?I'm a firm believer that if you're going to do something, you should do it right not not do it at all. No half-assing it like putting up an empty tent with brochures or other types of "passive marketing". People don't like something until you tell them they like it.

That's why the brothels out in Nevada do so much advertising.

[g-mann17]

Where have you seen/heard marketing efforts by the athletic department?I know they've been putting pictures of Infocision Stadium on the cover of the phone books for a while now. There's billboards along Exchange for the stadium, but I don't think it does much good when the actual stadium is right there doing a better job than any billboard could ever do.I haven't seen any TV commercials or heard any radio commercials recently. Not even any radio promotions giving away tickets as prizes.Anything else that i'm not seeing?I'm a firm believer that if you're going to do something, you should do it right not not do it at all. No half-assing it like putting up an empty tent with brochures or other types of "passive marketing". People don't like something until you tell them they like it.

That's why the brothels out in Nevada do so much advertising.

Are you saying that we can get the same entertainment at the Info as we can at the Moon Light Bunny Ranch?

[flipthezip]

I know we a few weeks away from camp actually starting, but I would love to see a an hour show put together talking about the team, our opponents, and including a tour of the stadium. Run it on STO and get some buzz going. I know we are going to see dozens of Suckeyes shows starting anyday now.

[Zipsrifle]

I've gotten postcard sized ads in the mail on three different occasions. Each of them has the renderings of the stadium in the background and lists a few of the season ticket packages. My family plans on going to a game or two, but we don't understand why they're sending them to us. No one in my family is from Akron, so the 'family pack' of season tickets wouldn't even apply to us. Wouldn't the University be better off sending these things to people around greater Akron rather than to a bunch of students who likely(hopefully ) already know about the stadium?

Agreed. I don't know why they are pummeling the people who already have season tickets with information to buy MORE season tickets. I agree with getting info to alumni as a starting point be we need to expand. If we can spend money to put what, 2,3 billboards near I-75 in DETROIT for the MCB, we should easily be able to scrounge up enough money to put one well placed billboard in Cleveland, on the West side, on the East Side, and between Akron and Cleveland, and one in Canton. Maybe say something like:Show the "Fear the Roo" logo looming over the new press tower with"Fear has a new home""1-888-99-Akron"or"Big Time football, Big Time Stadium""1-888-99-Akron"or"New Stadium, New Attitude""1-888-99-Akron"or"Big 10 football comes to Akron! Get your tickets NOW""1-888-99-Akron"or"NCAA DI Football in the Nations newest stadium for just $$$$" "1-888-99-Akron"and lets see some TV commercials! PLEASE don't use that cheesy "Be a part, from the start" jingle....UH. Cough up the cash, pay some royalties and use some Kick @$$ music! God, we've put so many ideas out there I hope they at least do SOMETHING!

[zen]

I've gotten postcard sized ads in the mail on three different occasions. Each of them has the renderings of the stadium in the background and lists a few of the season ticket packages. My family plans on going to a game or two, but we don't understand why they're sending them to us. No one in my family is from Akron, so the 'family pack' of season tickets wouldn't even apply to us. Wouldn't the University be better off sending these things to people around greater Akron rather than to a bunch of students who likely(hopefully ) already know about the stadium?

Agreed. I don't know why they are pummeling the people who already have season tickets with information to buy MORE season tickets. I agree with getting info to alumni as a starting point be we need to expand. If we can spend money to put what, 2,3 billboards near I-75 in DETROIT for the MCB, we should easily be able to scrounge up enough money to put one well placed billboard in Cleveland, on the West side, on the East Side, and between Akron and Cleveland, and one in Canton. Maybe say something like:Show the "Fear the Roo" logo looming over the new press tower with"Fear has a new home""1-888-99-Akron"or"Big Time football, Big Time Stadium""1-888-99-Akron"or"New Stadium, New Attitude""1-888-99-Akron"or"Big 10 football comes to Akron! Get your tickets NOW""1-888-99-Akron"or"NCAA DI Football in the Nations newest stadium for just $$$$" "1-888-99-Akron"and lets see some TV commercials! PLEASE don't use that cheesy "Be a part, from the start" jingle....UH. Cough up the cash, pay some royalties and use some Kick @$$ music! God, we've put so many ideas out there I hope they at least do SOMETHING!

QFT!I like the "Fear has a new home" lol seriously.Know what I suspect the problem with marketing people is? They live in the world of marketing and they regurgitate the same stuff that surrounds them everyday.Take one guy off the street with half a wit and he throws out some great tag lines.(not saying you have only half a wit Zipsrifle. )I also agree on the music. Anyone here familiar with the kinds of royalties paid for putting some music in a couple of commercial runs? I'll bet it's not that bad.Not only was that "be a part from the start" jingle lame sounding, but the whole idea was wasted.You can pretty much bet that someone had a meeting and someone raised the (valid) point that since we don't have a strong tradition as a program nor are we vogue from winning lately, people don't feel a sense of investment and they have no urge to take ownership in the zips or the new stadium, so they should take the angle that a new tradition is starting and you might miss the boat on it.Well, then some witty chap probably piped up with the "be a part from the start" line and everyone was all like "OMG it rhymes that's clever" But there's one problem with that. People are too jaded and cynical to just be told "be a part". You have to make your case, and maybe more importantly, you have build up a mystique. You don't just blurt "be a part"This isn't rocket science.

[UADavid]

I've gotten postcard sized ads in the mail on three different occasions. Each of them has the renderings of the stadium in the background and lists a few of the season ticket packages. My family plans on going to a game or two, but we don't understand why they're sending them to us. No one in my family is from Akron, so the 'family pack' of season tickets wouldn't even apply to us. Wouldn't the University be better off sending these things to people around greater Akron rather than to a bunch of students who likely(hopefully ) already know about the stadium?

Agreed. I don't know why they are pummeling the people who already have season tickets with information to buy MORE season tickets. I agree with getting info to alumni as a starting point be we need to expand. If we can spend money to put what, 2,3 billboards near I-75 in DETROIT for the MCB, we should easily be able to scrounge up enough money to put one well placed billboard in Cleveland, on the West side, on the East Side, and between Akron and Cleveland, and one in Canton. Maybe say something like:Show the "Fear the Roo" logo looming over the new press tower with"Fear has a new home""1-888-99-Akron"or"Big Time football, Big Time Stadium""1-888-99-Akron"or"New Stadium, New Attitude""1-888-99-Akron"or"Big 10 football comes to Akron! Get your tickets NOW""1-888-99-Akron"or"NCAA DI Football in the Nations newest stadium for just $$$$" "1-888-99-Akron"and lets see some TV commercials! PLEASE don't use that cheesy "Be a part, from the start" jingle....UH. Cough up the cash, pay some royalties and use some Kick @$$ music! God, we've put so many ideas out there I hope they at least do SOMETHING!

I didn't get the $$$$ but I also am tired of the

be a part jingle.

Hopefully someone will read your post and get something going. The day after getting pummeled on Rasors blog, Yurachek responded with some of the plans they've been using and plan on using. I believe one was to show up at city events. I guess we needed to ask what they would do if they decided to show up. For those who forgot or didn't see the post, Mike's blog link is below and the so so information is in bold. Has anyone received a twitter yet? http://www.ohiomm.com/blogs/zips/I asked senior associate athletic director Hunter Yurachek to expound on his marketing plan. Here is the Q&A:Rasor: How does your team plan to market the home opener to public? In other words, what is the specific plan to sell single-game seats against Morgan State?Yurachek: Currently, the external staff's focus is on maximizing season tickets sales, which continues to go well. We will shift gears and actively begin marketing single game tickets in mid-August. When the single-game ticket campaign is in full swing, the marketing will include an extensive schedule of traditional media (radio, TV, print, outdoor billboards and direct mail) and non-traditional media (e-mail, web and Twitter). Our internal sales force of 10 will continue their summer-long campaign that has included telemarketing for individual and group sales, solicitation at local businesses, speaking at civic events, appearances and inclusion in community festival parades, etc. Also as the single game push begins, InfoCision (the company) will be assisting in a concerted telemarketing effort.While it is not a part of the marketing plan, the word-of-mouth exposure has been great. Those who have toured the stadium and participated in the select-your-seat program have been thoroughly impressed. InfoCision Stadium does sell itself. We anticipate a person who may purchase a ticket for just the Morgan State will want to purchase a season ticket as well.Rasor: What is your goal for season attendance average?Yurachek: Our goal is to average 20,000+ over the six-game home season. However, as we developed the financial pro-forma for the season, we were aggressive while at the same time carrying forth what we thought were realistic goals. We tried to take into account uncontrollable factors such as weather, game times and playing during the week, as well as our good home schedule, specifically with the first game in the facility (Morgan State), Big Ten opponent (Indiana), Homecoming (Ohio) and Can't State. The attendance goal within our 2009 ticket pro-forma is an average of 18,037 per game.

[ZachTheZip]

Well, we do have ads on those electronic billboards that show just long enough to wonder what it says before switching to another ad. There's one on Route 8 right by the stadium, and one on I-77 near Copley Road.

[UADavid]

Well, we do have ads on those electronic billboards that show just long enough to wonder what it says before switching to another ad. There's one on Route 8 right by the stadium, and one on I-77 near Copley Road.

Happens every time. They must be directing these billboards to the daily driver so they can take a week or two to get the whole advertisement.

[ZachTheZip]

I think I understand now. The marketing department wasn't working on building a fan base or creating an exciting product, they were focusing on getting the money from businesses. While you do get some good money that way, it's not sustainable long-term. What is sustainable is high attendance at a quality event. It's not as much money, but it is steady and if done right it draws in the business money on its own. They're building from the top down and it's going to collapse if they don't build a solid base soon.One thing I've noticed is that actual marketing departments don't do all that much visibly at the college level. What they do that isn't seen, though, is get small businesses to vocally support the program. Infocision and Summa aren't small businesses and are therefore not as endearing to the public when they throw their support behind something. What needs to happen is for the local bars to start advertising themselves as gameday destinations on the radio and TV. They do that, or if even one does that, then other businesses will follow suit. They might not be pledging huge sums of money to the athletic department, or perhaps even no money at all, but every time they mention the Zips it's advertising that the marketing department doesn't have to work for and it builds a sense of these events really being something in the minds of the people you're trying to reach. OSU doesn't need to market themselves because everyone else does it for them. That's the type of thing that the UA marketing department neeeds to emulate, even if it is on a smaller scale.

[Zipsrifle]

Take one guy off the street with half a wit and he throws out some great tag lines.(not saying you have only half a wit Zipsrifle. )

Really.....You, you think I'm good at this stuff? .......Well, that does it, throw my name in the hat for AD!

[zen]

Take one guy off the street with half a wit and he throws out some great tag lines.(not saying you have only half a wit Zipsrifle. )

Really.....You, you think I'm good at this stuff? .......Well, that does it, throw my name in the hat for AD!

*votes for you*

[akronad]

TIME OUT!There really is a marketing dept? I just thought I was having a bad dream.

[Quickzips]

The bottom line is the marketing department is stuck in the old "if you build it they will come" mentality. There isn't much excitement in the community about this stadium. The excitement is coming from the hardcore Zips fans that we have around here. A lot of Akronites don't even know what is going on. Now isn't the time for build it and they will come marketing. Now is the time to let every person in NE Ohio know that it's being built and they damn sure better come. Unfortunatly that would take real effort, ingenuity, creativity and will. Something our marketing department has consistently shown they don't have. I hate to say it, but I'm becoming more pessimistic about the opening of this stadium by the day. At this point I don't think it is going to be sufficiently completed by opening day to properly showcase it. It is looking like none of the grass/sod will be installed in the endzones and I have serious reservations about how "done" the interior projects will be (bathrooms, concessions, luxury boxes, press box). The marketing of the stadium is subpar on a good day. Now we find out that you won't even be able to buy single game tickets until a couple weeks before the opener. This is quickly starting to look like a potential missed opportunity to expand our fanbase and put Akron on the map. Ohh well, just another in a long line I suppose.

[UADavid]

Now we find out that you won't even be able to buy single game tickets until a couple weeks before the opener.

Now you're just exaggerating. They have three weeks!

[Blue & Gold]

Proenza should fire them ALL!I also blame the Cleveland media. If this stadium were in Cleveland we'd almost literally have daily stories on it's progress, and be continually told about how uncontollably excited absolutely anyone-who's-anyone in northeast Ohio is about the stadium's opening. However, since the stadium is in Akron, the Cleveland media will do almost everything possible to downplay the event. Thus, I'm loving the fact that the Indians suck. I've loved the fact the Browns suck. I'm from Akron so I love LeBron, but if it wasn't for LBJ I'd as sincerely hope for the Cavs to suck. But on top of the Cleveland sports teams having to suck, in order for us to win the hearts of the Cleveland-media-brainwashed Akron masses, the Zips HAVE TO WIN!And hire some real marketing professionals. Rant over.

[MaxZIP]

We just might get a front row seat to the mediocrity in NCAA athletics exhibit. We always wonder what makes a good athletics program at all levels of competition. I think we are about to find out that those in charge need to put in hours and really care about the task at hand. When those in charge believe and make sensible decisions anything can happen. I have tried to stay positive but am getting to a point where that may not be possible. I am still excited for the season though.

[UADavid]

I think the department lacks a sense of perspective. They likely think they're doing a bang up job, working long hours and coming up with great ideas. This delusion is likely due to no input from anyone outside the department. They should hang a banner above the doorway stating: Reality Is Nothing, Perception Is Everything!

[Sergeant Zip]

Where have you seen/heard marketing efforts by the athletic department?

The Soap Box Derby is July 25th. That means national media will be in town. Seems like a perfect opportunity for some pub.

[GP1]

In addition to the usual failed strategies they have deployed in the past and will use again this year (direct mail, radio and yes, BILLBOARDS), the Marketing Department should be hammering the two following items:1. A first class stadium. The stadium has been delivered.2. A first class game day experience and then deliver on a first class game day experience.After doing these two things, they need to pray daily that the team is good.The Marketing Department has no control over what happens on the field, which is the real unknown in sports. The Dollar General nature of the MAC in recent years will not help. If the ultimate product people come to see is poor, the game itself, people will not come back. BTW, could someone please give us an estimated time of arrival on when the thread complaining about a billboard Can't State bought on Route 8 will appear? We all know how Can't State has been packing in Dicks Stadium with it.

[ZachTheZip]

http://myespn.go.com/blogs/ncfnation/0-9-2...r----again.htmlHere's a promotion that's pretty cool. WKU football players are going door-to-door selling tickets. It wouldn't work as well in a city this sized, but they could go around the dorms handing out "tickets" to the students. Also, they could go around in some of the safer neighborhoods selling a range of tickets from season tix to single GA seats. It's harder to refuse something when you're taking face-to-face. JD could teach them some salesman techniques.

[zippyfan34]

Here is something they are doing for locals who are in different business groups and maybe they will convince some of the people who go to get season tickets. I like the idea of tours, happy hour, and prizes.

[g-mann17]

Here is something they are doing for locals who are in different business groups and maybe they will convince some of the people who go to get season tickets. I like the idea of tours, happy hour, and prizes.

Though apparently they renamed the arena after Mack (Rhoads Arena) instead of Rhodes Arena.

[MDZip]

Here is something they are doing for locals who are in different business groups and maybe they will convince some of the people who go to get season tickets. I like the idea of tours, happy hour, and prizes.

Though apparently they renamed the arena after Mack (Rhoads Arena) instead of Rhodes Arena.

I also noticed that many of the sponsoring organizations begin with the word "Young". That leaves me out.