Marketing the Positive Aspects of Your Athletic Program

In the corporate world, marketing is the process of promoting the positive aspects of a company’s products or services. Is it, or should it be, any different in the realm of education-based athletics? In a word, no, there isn’t any difference in the objective.

Furthermore, businesses hope to accomplish three steps in their marketing efforts. They first would like the consumers to understand the strength and features of their products or services. Once this is accomplished, a corporation hopes that you gain an appreciation for the uniqueness, or perhaps the superiority, of what they offer over that of competing brands with the end result that customers purchase the products. Once the appreciation step has been achieved, a company hopes that you will continue to support what it produces, and that is often referred to as brand loyalty.

An education-based athletic program can either produce a product and that would be a graduating student-athlete who has gained lifelong values and qualities, or it offers a service. This service would include providing coaches, facilities, equipment, uniforms, transportation, and any other elements and an environment that would allow an athlete to grow and develop. Regardless of which term you choose, your program has positive aspects to promote beyond winning seasons and championships, which are obvious accomplishments.

The following are some positive aspects that an athletic administrator should promote:

• Emphasize the participation rate of your athletic program. The percentage of students that are members of your teams as compared to the total number of students enrolled in the school is a great benchmark of success. It indicates that you are meeting the needs and interests of your students and that they want to be part of this valuable philosophical concept. As a matter of fact, the best testament is when your teams are filled to capacity, and you cannot accept any more athletes.

• Mention the addition of new programs and teams. As with the participation rate, adding new teams demonstrates that you constantly attempt to meet the needs and interest of your students. In addition, you may also take extra effort to help some teams that might occasionally struggle to field a complete team and reach the objective of all teams having enough players.

• Highlight examples of positive sportsmanship. Understandably, negative incidents make the headlines and the news. It is vital, therefore, that you share and publicize any positive situations, which can include an athlete helping a fallen opponent in cross country, basketball and other sports. Other examples include showing respect to an injured player and recognizing an opponent who made an outstanding effort or play.

• Post photos and articles of all community service projects involving your teams. The act of helping and giving back to groups or individuals in your town is an extremely powerful way to illustrate the amazing character and contributions of your student-athletes. It is especially important to share details, particularly if the initiative was organized and led by students.

• Share details of special initiatives you offer that are designed to help students gain lifelong values and qualities. If you host a leadership conference for your student-athletes, for example, it is imperative that you let your community know about it. In addition, you might also offer similar programs with respect to sportsmanship, integrity, developing teamwork and trust, and these efforts should be promoted.

• Recognize and share all academic recognition and awards earned by your student-athletes. These awards may come from your state association, league or school district initiatives. National studies have long indicated that in-season athletes usually have higher grade-point averages than the student body at large. It is vital to promote these success stories with your community.

• Promote members of your coaching staff who earn levels of the NFHS national certification program. The attainment of these levels is a mark of professionalism and demonstrates that the coaches care about the welfare of their student-athletes by continuing to grow, develop and improve. The community can be assured that you have highly qualified individuals who are dedicated to providing the best environment and opportunities for your young people.

• Share team and individual awards won by athletes and coaches. For example, this would include recognizing sportsmanship awards from the league or state association for individual teams, a season or for the entire program. Also, any awards for leadership, service, integrity and other similar virtues should be prominently mentioned.

• Use testimonials from student-athletes who graduated from your program. This is an excellent way to emphasize the values and qualities that young people gain by participating in an education-based program, and how they carry over into their careers and life in general. Traits such as perseverance, dedication, respect, teamwork and many others are all fantastic examples that represent positive aspects of your program.

These examples are not meant to be all-inclusive. There can be others! Be alert, know what is happening in your programs, and use everything possible to promote all of the positive aspects.

Make no mistake – marketing is essential and incredibly important to meet the objectives of understanding, appreciation and support of your program. To be honest, however, it also takes time and effort. As a result, it is necessary to educate and encourage your coaches to continually provide updates on what is occurring with their athletes and program. Their help will make your efforts more encompassing, successful and a little easier.

Marketing is not a frill. The future of your program may very well depend upon your efforts in this area. Besides, why wouldn’t you want the community to be aware of all the positive achievements of your outstanding student-athletes, coaches and programs?

References
Hoch, D. Leading an Education-Based Athletic Program. 2022.
Hoch, D. Refocusing on Education-Based Athletics – A Call to Action. 2024.