MGMT105 4 4 Guest Speaker Jason Cook used to be Vice President of marketing at TAMU He s a senior associate athletic director Leveraging Change to Elevate a Brand A M s Brand is very important to Aggies A M College Station Is in the middle of the Texas Triangle Houston Dallas Austin San Antonio Today we have 58 000 students A M has done 700 million in research that s top 20 in the nation Vision 2020 university strategic long term goals o goal is to be recognized as one of the top ten public institutions in the nation by the year 2020 o BUT there was a problem other people tried to define the aggie brand Our number one marketing vehicle o SEC the power of athletics is amazing Football provides opportunity to introduce people to Aggieland our traditions through commercials during Saturday football games o A M has a consistent brand identity Only one logo The move to the SEC was called the 100 year decision dr Lofton basically means that moving to the SEC was a long term decision o SEC DECISION FACTORS We were being regionalized in the Big12 1 We wanted to increase our institutional visibility wanted to raise A M s national profile 2 Financial Opportunity Additional ways to generate revenue through ticket sales sponsorships licensing A M logo on Apparel 3 Conference Stability SEC is the most dominant conference The SEC is the number one brand in college sports Brand Triangle between A M SEC ESPN o A M was paired with SEC ESPN this is leveraging their brand strengths to elevate ours A M TEXAS A M THIS IS SEC COUNTRY Brand differentiating factor Lessons Learned o Power of 12 Think Future Not Tomorrow A M almost moved to SEC in 1990 when the SEC was starting to expand but GOV Anne Richards prevented us from going Almost went again in 2010 but then actually entered SEC in 2011 Have a plan All great brands have a focused plan to enhance value Back in 2010 TEXAS UNIVERSITY had a plan to launch longhorn network and to go to the PAC10 A M established a focus plan ANNOUNCEMENT STRATEGY to move to SEC Integration is Key Division of Marketing and Communications Marketing Communications Business Development A M works in an integrated manner by combining all of these functions and working together to expand A M s brand Get everyone on the bus 12th man A M has the SEC bus Also from a leadership perspective Dr Lofton Needed a new athletics director Needed a new football coach Kevin Sumlin Needed to get the board of regions on the board This is your show Be first and form the message Had to be aggressive in message to move to SEC A M always receives when they win the kickoff Decisions was made about A M s Future not about TEXAS We wanted to win the media markets that are winnable o Houston San Antonio Dallas East Coast were targeted to receive Aggie Message Be respectful Kiss the rings Moving was a brand strategy Before A M entered the SEC they bought two ads to show commercials about A M during SEC football games The media is in crisis A lot of superficial analysis Reporters going off assumption Reporters aren t being accurate Don t play it safe A lot of passionate fans on online message boards Went to fan forums and introduced A M to them 12th man Aggie Brand Reveille etc Billboards in NYC digital billboard right across street from Heisman ceremony Johnny Manziel was on billboard A M bought every available Ad space on Espn com SI com USAtoday com Dallas morning news Houston Chron The Eagle Texags etc Claim your turf This is my market segment target market We claim the state of TX as SEC country Billboards when you enter the state and in many different spots in texas spread out in many different cities Empower External Resources When Johnny was about to win the Heisman Digital Billboards were being tested nationwide Plan your own party Sell is continuously 6 5 million in media exposure when we beat bama in 2012 we had 37 million of media exposure the sale of licensed apparel grew from 23rd in the country to number 12 in the country Local Community 200million dollar impact athletic attendance living arrangements restaurants etc Academic Impacts Athletic success brings in more applicants o 10 increase in applications o More people are applying to come to A M than any other school in TEXAS o Next chapter Establishment of SEC NETWORK Getsecnetwork com go register 04 04 2014 04 04 2014
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