Maryland Marketing Takes Home Four NACMA Awards
6/11/2007 8:00:00 AM | Terrapin Athletics
June 11, 2007
COLLEGE PARK, MD -- The National Association of Collegiate Marketing Administrators (NACMA) awarded the University of Maryland for its strong efforts in marketing and fan relations on June 7. Maryland took home four NACMA Awards, most among Atlantic Coast Conference schools, and tied for second among the schools in its group.
Initiated in 2003, the NACMA Awards program honors outstanding achievement in marketing and promotions. Awards are presented in 16 categories, with each category divided into three groups based upon school size and conference affiliations to promote fairness. A total of 922 entries were received for the 2006-07 year.
Maryland received a gold medal for its promotional t-shirt design, silver medals in the categories of season ticket sales campaign and student promotion, and a bronze medal for its efforts in online promotion.
"We are extremely proud to have been recognized by our fellow colleagues," said Brett Tillett, the Director of Marketing for Maryland Athletics. "The NACMA awards feature the nation's top ideas and to be selected is a great honor."
The gold-winning promotional t-shirt was designed to increase membership in the Student Terrapin Club, a student-run organization designed to support Maryland athletics and cultivate the student body in becoming Terrapin Club Donors upon graduation. The shirt sported the "27 Sports, 1 Team" theme on the front with an edgy font style, and the traditional 27 Sport Icon Chart on the back to re-enforce the student group's connection to all 27 sports.
Maryland marketing's "The Friedgen Code" won a silver medal in the category of student promotion, and was also honored as one of the five "best in show" promotions for the entire conference. Playing off of the popularity of The Da Vinci Code, "The Friedgen Code" provided students the opportunity to win a $1,000 prize, hidden somewhere on campus, by following a series of clues which they received by attending the first three home football games. Over 8,100 students attended the games.
Maryland's season ticket sales campaign for women's basketball also won a silver medal. Terrapin marketing used emails, voice mail messages from head coach Brenda Frese, and radio and television ads to encourage season ticket renewals and new season ticket sales following the Terps' national championship season in 2006. The campaign resulted in 3,201 new season tickets sold.
The new interactive seat selection feature on umterps.com won a bronze medal after the new seating map resulted in a $7,000 increase in incremental ticket revenue. The Seats 3D tool serves as a general suiting guide for current and prospective ticket holders, and has significantly increased customer service.
"It is our goal to continuously produce innovative and unique promotions to support all 27 sports at the university," Tillett said. "I am very proud of the marketing department's achievements, and it is a credit to the hard work of the staff and the outstanding teams that we are fortunate to work with."
The winners were presented their awards during NACMA's 16th Annual Convention, June 7-10 in Orlando, Florida. NACMA provides educational and networking opportunities, enhances acceptable operating standards and ethics, and establishes the overall prestige and understanding of the profession of athletics marketing administrators.
