FGCU Eagles Fly High With Branding And Messaging Too…

I was lucky enough to spend a day and a half this week at the IMG World Congress of Sport in Naples, Fla. listening to senior sports and entertainment folks talk about many topics, including leadership. It was also fortuitous to be in the Fort Myers area and read about how the folks at Florida Gulf Coast University were dealing with the loss of coach Andy Enlund to USC after their magical run to the Sweet 16.

If one wanted to look at how to message and build and execute brand as a startup, the Eagles might be a good recent example. They obviously maximized their exposure as a University by using the digital space to drive sales for simple things like apparel to record numbers, and talked ad nauseum about the value that all the national exposure brought to this relatively young school in an expanding area of The Sunshine State.

However what was really impressive was to listen and read about how athletic director Ken Kavanaugh handled Enlund’s; leaving, and how they dealt with all the distractions of the change coming to the program. Instead of whining, Kavanaugh talked about building consensus and keeping stakeholders informed about what was going on in the process. He acknowledged Enlund’s opportunity and did not express bitterness, and spoke from a position of strength for a school that is still in relative infancy. He talked about the need to fundraise and maximize the continued exposure and he projected himself as the solid voice for the community, not just the University, as they go through the transition. Even with the use of “Dunk City,” he was very clear that the phrase is all about Fort Myers, not L.A., and it is part of a brand that is being built and executed. His statements of certainty and a positive attitude were not lost on the players and members of the staff either. Usually there is whining and disappointment when a coach grans the brass ring and goes elsewhere…FGCU’s players all spoke positively and with a bit of sadness, but there was little regret. They were professional and nature, and continued to represent the school well. That is a clear reflection of the message from the top.

There will probably be more change coming to FGCU in the next few months, and who knows, maybe Kavanaugh will get swept off to a school with bigger budgets and exposure. However for now, the school has done a classic job of staying focused and leveraging their assets to the hilt with limited resources. If you are a brand looking to partner with a school that has a good grasp of professionalism at a strong coast, FGCI could just be a good fit.  It was a fun story, and it’s an even better example of how to capture the moment while looking down the road to see what’s next, and never burning a bridge.