ERIC Number: ED303447
Record Type: RIE
Publication Date: 1987-Aug
Reference Count: N/A
Promotional Techniques for the Small Budget. (There Is More to Athletic Promotions Than Meets the Eye.)
Stier, William F., Jr.
It is pointed out in this discussion of the challenges and difficulties of athletic promotional activities that it is important to realize that improving the overall image of the intercollegiate athletic program should be conducted in a way that is supportive of the total educational and non-educational missions of the institution in which the athletic program is positioned. It is essential that an overall, global athletic marketing plan be developed and nurtured. Such a plan should be established through a meaningful, realistic and accurate assessment or evaluation process which identifies the needs and limitations or parameters as well as the attributes or resources of the athletic entity. To the extent that an athletic department's promotional activities, fund raising tactics and image enhancing efforts are concerned, it is important that these activities be part of an overall approved college-wide plan. A list of factors to consider in the implementation of athletic promotional activities is presented, and 20 specific techniques for promotional activities are presented. (JD)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the National NCAA Professional Development Seminar Washington, DC, August 5-7, 1987).