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 athlet. 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 answe. 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 valu. 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.
