Sep 20, 2010 9:29:39 AM

Signs that the Division III identity campaign is catching on are starting to emerge online. Among them is a web-based effort from the nine-member Michigan Intercollegiate Athletic Association, which has implemented a tiered approach that links the attributes identified in the national branding campaign to stories of student-athletes whose actions represent those attributes at their institutions.

It's precisely the kind of effort Division III leaders had in mind when they rolled out the branding campaign at the 2010 Convention and then began delivering resources earlier this month to prompt activation at the institution and conference levels.

The MIAA website features a link on the left-hand rail to the Division III identity effort that not only outlines the six Division III attributes (proportion, comprehensive learning, passion, responsibility, sportsmanship and citizenship) but features "teasers" about MIAA-member student-athletes whose actions reflect them.

Viewers can click on the attribute itself to access a page that displays a fuller version of the story. There's also a "learn more" option that links the viewer back to the original story on the institution's home page. The tiered approach adds promotional value for the conference, its members and Division III overall.

MIAA Commissioner David Neilson said the conference made a commitment to highlight student-athletes, coaches and teams through stories that reflect not only the MIAA experience but also the Division III intercollegiate athletics experience.

"These stories, which will be produced by MIAA member schools, celebrate how student-athletes integrate their passion for sport with commitment to excellence in the classroom and service to their communities as they prepare themselves to be tomorrow's leaders," he said.

In addition to the six Division III attributes, the MIAA added "athletic excellence" to chronicle the achievement of MIAA teams and student-athletes on the fields and courts throughout the year.

Neilson credits his information technology staff, the MIAA historian and particularly the league's sports information directors for spearheading the redesign of the MIAA website. The redesign is part of the three-year effort that will culminate in celebrating the league's 125th anniversary in 2012-13.

Division III Vice President Dan Dutcher applauded the effort.

"We've said all along that for this identity initiative to be successful, it must be implemented at the local level," Dutcher said. "What I like about the MIAA effort in particular is how it successfully links the national attributes and divisional identity with local achievement and the conference identity. It's a great example of what the campaign was after all along."

MIAA institutions will submit ideas monthly for each of the attributes, and the conference office staff will select seven on a representative basis. Because there are nine schools (Adrian College, Albion College, Alma College, Calvin College, Hope College, Kalamazoo College, Olivet College, Saint Mary's College and Trine University) and only seven slots, the MIAA will work to accommodate a rotation as much as possible.

Neilson said the bad news is that two institutions will be left off that page every month, but the good news is that each attribute will accumulate nine stories over the course of the year to bring them to life.

He also said that the staffs at each of the nine MIAA institutions welcomed the opportunity to promote the branding under the Division III and MIAA umbrella.

"With the Division III identity initiative now underway, it provides each of our colleges the opportunity to leverage this effort with their own communication strategies," Neilson said. "Given their individual creativity plus the promotional materials, I expect to see further expanded use of the DIII campaign in the MIAA."

Purchasing website active, too

In addition to institutions and conferences linking to the Division III brand, members also are taking advantage of their $1,000 credits the division provided recently to download or purchase posters, media backdrops and banners (which institutions can customize to co-brand their schools and conferences), the Division III logo pack, a full-page logo ad for publications, the Division III style guide and powerpoint templates. Many of the items are free.

Joe Onderko, executive director of the Presidents' Athletic Conference, was among the first to begin shopping online. He acquired a press conference backdrop and stand, as well as two customized logo signs in addition to smaller promotional materials.

"We annually hold a very successful PAC Football Media Day tied in with the training camp of the NFL's Pittsburgh Steelers, which takes place at PAC member Saint Vincent College, so the backdrop will be very useful and should result in numerous media placements," Onderko said. "We can also use it for other special events, such as press conferences and championships."

Onderko said the customized signs will be displayed during all 19 conference championship events each year and at other applicable opportunities.

"The PAC is excited about the myriad possibilities for effective branding of both Division III and the conference over the next several years," he said.

Jonathan Harper of the Little East Conference purchased two co-branded media backdrops, two posters and one pop-up co-branded banners. 

"We will use the backdrops for webcasting and the signs will be at championships and league meetings," said the commissioner of the Little East. "Our office felt it was important to use the allowance to order items that will be useful in media-friendly environments. The ability to cross-brand and customize the items that are on the purchasing website will prove to be beneficial to our conference in promoting Division III."