"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.

Kids in College Program
Big South Conference
James Companion,
assistant commissioner

Objective: Too many of our youth do not have an understanding of what it takes to go to college and do not understand the numerous benefits of a college education. Many businesses in the private sector are seeking ways to build their image and level of awareness in their respective communities. The "Kids in College Program" is a unique, feel-good marketing program that is guaranteed to catch the eye of the prospective client and give back to the community at the same time. It can be instituted on a conference-wide basis (with a regional sponsor) or can be implemented at an individual institution (with a local sponsor).

How it works: A select area middle school is chosen to participate in the "Kids in College Program" (the client can select the particular school if it wishes). The school will award a number of students, typically about 100, with the opportunity to visit the campus for a day. The schools can select the students however they wish (for example, the top 100 grades in the class or the top 100 spellers). As a part of the agreement with the client, they will cover the school's expenses, such as buses and lunches. A mutually agreed-upon day is selected on which the students will visit the campus.

Before the visit, a ceremonial check presentation is made at a school assembly with the client's representative and representatives from your institution participating. The ceremonial check is given to the school principal with the understanding that, thanks to the client, the visit to the campus is a reality.

During the campus visit, the students will be given a tour of campus, sit in a "real" college classroom, visit the library, eat in the cafeteria and listen to a motivational speech by a head coach or student-athlete. Most importantly, the children will leave with a clear understanding of what it takes to be admitted to a college and of the many benefits of a college education.

Promote, promote, promote: This is a "feel-good" marketing program, but your community needs to know about it in order to get a prospective client excited enough to make the buy. Therefore, include in the sales package information that the local media will be invited to the ceremonial check presentation and to the on-campus event. Design a media plan in which the program is recognized during the game broadcasts, coaches shows, on the Web site, etc. Also include in the sales package a radio or television interview with the client during a select game broadcast talking about the program and how it is a "win-win" opportunity for all involved parties.

The program works. Exxon Company USA partnered with the Atlantic Coast Conference with this marketing program and had a great deal of success in many regards.

Read with the Runners
California State University, Bakersfield
Doug Ihmels,
associate athletics director for development

Objective: To position California State University, Bakersfield, within the community as an advocate for literacy within middle schools. This program targeted school-age children from 12 to 14 at 35 local schools and challenged them to read. The institution received assistance from the Library Services Media Department in getting information to schools, which proved valuable. Teachers were given the contest outline displaying the following participation levels: Level I (0-4 books), Level II (5-9 books), Level III (10-plus books) and Top Page-Turner.

Strategy: Allows Cal State Bakersfield to keep an ongoing presence during the basketball season within local middle schools and allows the university to stress the importance of literacy in the schools and community it serves. It also brings together nontraditional businesses that are not interested in marketing their companies to the public, unless it is cause-related.

Incentive: Basketball ticket vouchers were distributed to participating students as part of the incentive. The Top Page-Turner, along with the school that reads the most books, is honored each year during halftime of a Cal State Bakersfield home game. The Top Page-Turner receives gifts from the university and the top school wins a computer. Plus, the university hosts a giant pizza party for all Level III participants.

Closed promotion: Although the promotion must be completed by a specified date, it allows the university to maintain a strong presence in the participating schools for four months.

Learn from the Best
University of California, Irvine
Zachary Wallace,
assistant director of marketing and promotions

Objective: To increase overall attendance during men's and women's basketball games during December with a community-outreach program to entertain and educate local youth.

Program: With the assistance of local school districts, UC Irvine designed a promotion to invite local schools to men's and women's basketball games with free admission to the session for all youths. Once the youths arrived, they were given a stat sheet to keep track of shots attempted, shots made, turnovers, rebounds, steals, etc. At halftime, the youths turned in their stat sheets from the first half, and the sheets were compared to the official stat sheet. If the student recorded the correct statistic, he or she was given a prize, such as a T-shirt or sticker provided by the athletics department. Students who recorded the best percentage of correct statistics were recognized at the first media timeout of the second half.

* Conclusion: The promotion created an atmosphere of fun and excitement for area youth and generated additional interest for the men's and women's basketball programs.