Tough Choices But Clear Messages For Northeastern, Hofstra football programs…

December 4, 2009 by Joe Favorito · Leave a Comment 

The late fall has brought yet more cold reality to mid-level college football in the Northeast with two longtime programs, both in the same league but both private schools in very crowded markets lacking a huge rush of on-campus support. Those programs, Northeastern and Hofstra, were both wiped from the slate of the Colonial Athletic Association in the past three weeks. It is another reflection of tough economic times for sports that need to show ROI for colleges…Northeastern cited more of a lack of additional funding as opposed to support, while Hofstra went more of the road of lack of funding, interest and return for the Long Island school. End of the day the fact remained for both…and could be true for several other schools in the Northeast…football at the former 1-AA level does not increase revenue and in many cases with exposure is limited does not effect enrollment so in tough times the focus can now go elsewhere. While disappointing for supporters and more importantly for athletes and support staff, both schools took similar and somewhat effective tactics in breaking the news. They waited until the season was over, thereby avoiding the potential for sentimental groundswell and negative media coverage. They both provided ample amounts of data on cost benefit for the program, along with a longtime study on feasibility and where those dollars could go. They spoke as one voice…president and athletic director…and both spoke with remorse and understanding for the student-athletes. They did not hide in a statement, but faced the media and anyone who had questions when the decision was made. They also worked to pick the right time and date so as to minimize the news cycle and get the University focused on the business at hand. Now did the cloak and dagger plan by both Universities cause “shock” amongst athletes and coaches and alumni not involved in the day to day? Yes as expected. Was there the understandable emotional heat leveled at the decisionmakers and did they take such heat well? Yes they did. Were their answers well thought out and conveyed effectively? Yes they were. ironically, the loss of mid level football in the Northeast is not the tragedy it would be in markets where college football is king. ironically in many of those markets…especially in the south…Universities are adding football program to move to 1-A and find new revenue sources. However in the Northeast, college football is very much an afterthought in a crowded marketplace at a time when most private schools have solid enrollments…enrollment numbers which in other years may have been boosted by the value of an additional 100 male students coming to play football. End of the day, both schools made a tough choice but spoke effectively with one voice, minimized the newscycle and set the stage to move on as positive as possible. At a difficult juncture, both Universities should earn points for their effective communication of a tough message.

The Quick On Vick…

August 18, 2009 by Joe Favorito · Leave a Comment 

As the endless stops and starts go along with Michael Vick, the two points that will matter to brands around the team and to fans who put down the cash for tickets and product are simple…will he continue to show remorse and work to improve his image and will he help the Eagles be a better team on the field and a better brand off it. Once again its way early to answer number two, but number one appears to have answered many of the questions to this point. Kevin Sullivan had a solid review of Vick’s “60 Minutes” piece on yahoo sports today showing that the athlete is taking all of this very seriously and is taking the time to listen and think about answers before letting them fly. Well dressed, well spoken, never caught off guard and he said all the right things. On the Eagles side, the press conference and all the actions since have shown unity to date. Owner Jeffrey Lurie, president Joe Banner, coach Andy Reid and all the players have pulled from the same playbook, speaking the same lines and acting in unison with support. There has been no split in ranks, all are well rehearsed and all are speaking the language of redemption at this point, a steady message which speaks to all listening that they are willing to give this athlete and this person a second chance, dog lovers and all. The most interesting question has been posed by Bob Ford of the Inquirer, which is why? Do the Eagles need the distraction or the test of talent to get them to the next level, and will it be worth it when every misstep is taken to a new level of scrutiny, even when the protests come. From an onfield brand standpoint that remains an interesting question. On the business side the first news cycle appears to be a positive and well communicated one, with some question remaining as to if and when Eagles top sponsors were pulled into the mix. However with no mass exodus on any front, the court of public opinion, at least for the first few days, appears to be leaning in the Eagles favor. There is also the notion, as was the case with some of the recent steroid revelations in baseball, that fans have almost become immune to scandal at this point. The Vick case has been well played out and even the casual observer now understands the plus and minuses, so how long will the controversy actually last? One news cycle over…another coming up, and a trip to New york looming for an exhibition game at the end of the month. The Eagles staff has now been through TO, problems with Donovan McNabb, the offfield issues with Andy Reid’s family and the tragedy of losing a top coach to cancer only a few weeks ago. Plus they have the comfort zone of the media controlled environment of the NFL, a plus that no other sport has. So can it play out quickly? No. Will there be brand damage? Not yet. Now if they can only execute on the field as they have executed off thus far.