CAD 2022 A.D. Toolkit - 25

contest, use it as an opportunity to show your
commitment to your core values. Write an apology
letter to the local paper or to the opposing
team. Coaches who carry themselves in an
unprofessional manner make building your brand
exponentially harder. Consider prohibiting coaches
and administrators from wearing school colors
at bars or other locations that may have negative
connotations.
4. Network
When it's fundraising time, coaches are quick to
get out in the community, but what about when
it's not time to solicit donations? Getting involved
with your chamber of commerce, the local rotary
club, and charities is a great way to position
your brand and tap into some word-of-mouth
marketing.
By participating in these types of events,
coaches and administrators have the ability to
position their brand directly with decision-makers
and policymakers. If being a strong networker is
not a job requirement for your coaches, consider
having a training session to help them build their
skills.
5. Maximize the Benefits of your
Community Service
Any community service is good community
service. But the more lives your project impacts
the more buzz you create for your institution.
Cleaning a field or a road is a big help to your
community, but holding an interactive camp
for autistic children is a life-changing event.
Besides bringing smiles to the participants, you
also do a great deal to warm the hearts of their
parents, friends, and loved ones. It's also a great
opportunity to teach your athletes the positive
power of altruism. Don't be afraid to do a press
release, take pictures and ask local businesses to
help cover the expenses.
6. Have a Social Media Marketing Plan
Social networking sites allow you to deliver
short messages to your target in a highly
filtered manner, but simply having an account
isn't enough. You need a well-organized social
marketing plan and you need to be diligent with
its implementation.
Blasting out upcoming events, results, awards,
achievements, and any other pertinent information
helps. But if you do it sporadically, you lose your
audience. Your site needs to be maintained and
updated regularly while also making sure all posts
are congruent with your branding message. If
you are not hiring coaches with social media
skills, then arrange training sessions for them to
maximize the use of this tool.
7. Service your Alumni Database
Most institutions have an alumni database, but are
they being serviced? The influential alumni should
be on a drip campaign where they are contacted
regularly through a variety of mediums (emails,
phone calls, face-to-face, and social networks).
Other alumni should be contacted beyond when
you are doing a pledge drive.
Holiday cards, birthday cards, and newsletters
are all ways to let your alumni know you are
interested in them as people not just their money.
Attending class reunions and making phone calls
are also effective ways to let your alumni know
you care about them.
Taking measures
to build and reinforce
your brand pays
dividends for your
organization. Put
a universal plan in
place and get your
various coaching
staffs on board to
implement it. n
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