"Ideas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.

B.U. Annual Chowderfest
Boston University
Kristy Kemper, coordinator of sports promotions

Who: This event targets students, faculty and staff, community, sponsors, alumni, kids and families.

What: (1) Promoters need restaurants to participate. Boston U. uses a clam-chowder theme because Boston is known for its great chowder. However, a school can use a signature food for its particular city or feature a variety of food samples and call it "Tastefest"; (2) tables and tablecloths; (3) electrical outlets for restaurants to keep food warm throughout the event; (4) a voting booth or table at which participants can select their favorite chowder (or other food); (5) a drink station; and (6) famous alumni or former athletes who are available to sign autographs.

When: Boston U.'s Chowderfest was a pregame event at men's soccer games. At halftime, promoters announced the winning restaurant based on fans' votes. This particular event was tied to a field dedication celebration and took place on homecoming weekend when parents and families were in town.

How: (1) Create a proposal for local restaurants to show how this promotion can benefit them. Permit them to hand out coupons, flyers, directions and other material to promote their business. Organizers either can pay the restaurants to participate or develop a trade-out agreement with them; (2) call area restaurants (especially those known for the specialty food involved) and present the proposal; (3) draw a site map of how the event is to be set up; (4) be prepared with extra helpers since the restaurants may be willing to provide the food but no servers; (5) follow up with restaurants on delivery time, how long to stay, the location of the event, etc., at least a week in advance so there is no misunderstanding; (6) be prepared with extra extension cords, plastic utensils, paper plates or bowls, plastic cups, napkins and trash bags; and (7) if a sound system is available, choose some "mood music" to play while people are sampling.

10-Millionth Fan
University of New Mexico
Marie Baker, assistant director of marketing

Who: All fans at any sport approaching a milestone attendance record. In this case, it was the 10-millionth fan for University of New Mexico men's basketball games.

What's needed: (1) One fan is chosen when walking through the door or gate; (2) prizes; (3) spirit squad and mascots; (4) media; (5) banner.

When: Pregame initially, then recognition at halftime.

How: New Mexico wanted to recognize the 10-millionth fan attending Lobo men's basketball games. Organizers sent a press release to all local media informing them that New Mexico would select the honorary 10-millionth fan during the final game of the 2002 season (when the university would reach the milestone) during pregame at a specific location and time. Once everybody was ready (media and marketing staff), organizers chose an honorary 10-millionth fan (since it would be too difficult to choose the exact fan -- in this case, the 13,453rd fan through the turnstiles). The fan was photographed, received balloons and was instructed to meet for recognition at halftime. During halftime, organizers brought the fan onto the court and gave him sweatshirts, T-shirts and hats while the spirit squad held up a banner that said "Thank you to all Lobo fans!" and "10-millionth Lobo men's basketball fan!" A short public address announcement recognized the fan and thanked all men's basketball fans through the years.

Results: The university received interest from local media, which greatly contributed to the success of the event. The local newspaper included a short story and photo of the honorary fan, and the event also was included on the local news that night.

Reading is Your Ticket
Temple University
Zach Conen, director of advertising, promotion and tickets

Who: Kids and schools.

What: Any sport in which there is a need to build attendance and a relationship with the school system and the community.

How: Temple sends out a letter in the spring (football) and then in the fall (women's basketball) to Philadelphia school administrators letting them know that the "Reading is Your Ticket" program is available. Temple generally will provide tickets to any classroom that signs up, providing that the classroom puts together a reading program, either for the summer or the fall. The kids get the tickets if they complete the school-designed reading program.

Results: In its first year, the program was well-received by the participating schools. The challenge may be in developing continuity with a changing base of teachers and administrators from year to year.