Finding The Right Mix of Heisman Hype…

November 25, 2009 by Joe Favorito · Leave a Comment 

Every year as the college season winds down, the debate begins…who are the Heisman Trophy hopefuls…should schools use monies to create multimedia campaigns…do such campaigns resonate with voters…is it all about winning…is winning not just about the award but about relevance to the school and to the athlete? It is a tough question to address as a one off, and a recent article in the Pittsburgh Tribune weighed both the pluses and the minuses of Heisman hype and what it netted the schools. There is no doubt in looking at the last eight winners, all of whom played in the BCS Championship game, that winning is the key to exposure, and that statistics and the correct presentation play more into the award that the story and the popularity of a student-athlete. However what is missing in the debate for the winner is the value to a school of having an athlete in the hunt for the Heisman, and the ancillary benefits that presents. The analytics of the BCS have taken much of the mystery away from the national title hunt, n o matter how flawed the system is. With that removal of mystery is the loss of the “what if’s” of mystical matchups that could influence a Heisman voter. The 24/7 accessability of highlights also now gives every athlete a chance for exposure, but the opportunity for social media campaigns gives schools the ability to come up with creative and cost efficient campaigns as well. So what’s the answer? Balance. Collegiate communications programs must find creativity and tell the good stories that garber media coverage and exposure regardless of won/loss records. Onfield success and traditional exposure also play a big part in the campaign. However what is lost sometimes is the value of the campaign vs. the dollars spent. Perhaps x candidate does not win this year, but the University ran a smart, cost efficient campaign that garnered publicity and drew eyeballs to the school. is that to say that campaign had no value? Of course not. Those who view a campaign as a strict win/loss have lost sight of the value of publicity, and therefore should probably be teaching math or doing statistical analysis. The value is in the creativity and the long term brand exposure as well as the win. In the Heisman race every year, there can be one trophy winner, but many programs that can pick up wins in creativity and branding, it all comes with effective cross promotion and the understanding of the long term goal for the University and the program.

Lack of Heisman Hype A Missed Opportunity For Colleges and Brands…

December 20, 2008 by Joe Favorito · Leave a Comment 

Maybe it is the “economy,” maybe college football in its push to become more streamlined and protective has dulled creativity, and maybe there are just too many other ways to promote brands on college campuses these days, but it appears that the grassroots and creative ways that schools used to hype Heisman Trophy and All-American candidates are dead.  A look at the official Heisman site shows still pictures, a brown background and a total of three press releases in the past year…a search for the three finalists does not turn up one promotion close to last year’s student driven Booty’s For Booty campaign for the former USC star.  There were no large scale consumer promotions in New York or anywhere else promoting Heisman week like there have been in years past.  Lack of spending?  probably.  But that doesn’t mean that the stories that could be created by college promotion and sports communication offices couldn’t have brought attention to some athletes who maybe would have found their way onto blogs, newspapers and even TV and radio with creativity and forethought.  The Gordie Lockbaum, Joe Dudek, and Joey Harrington promotions where worthy athletes were pushed to great exposure appear to be a thing of the past.  Hopefully there are some enterprising young media relations and promotions people who see the opportunity in promotion and brand building going forward and find ways to make Heisman Hype fun and effective, both for exposure and cost, once again.  Lack of a large budget means challenges the creative spirit, and the creative spirit is what should drive innovative promotion, not the other way around.