by Jayson Schmidt, Preseason
As we approach the summer, coaches everywhere are thinking about what can be done to enhance their program and become more effective with their messaging – on the recruiting trail and beyond.
Today, we’ll talk about three reasons why your program needs a brand audit – the process by which we analyze your program’s messaging and branding and deliver strategic recommendations at the conclusion of the process.
- The process is hands off for you.
You know that building your program’s brand is important, but with everything that comes with the end of a school year, it’s near the bottom of the list.
And while you can certainly audit your brand on your own, if you were going to, wouldn’t you have done so already? That’s where Preseason can help.
While you’re recruiting, spending time with family, or prepping for next season, our team is at work auditing what you’ve done and building strategy for what’s to come. You get all the benefits of building brand strategy while we give you more time back with the people and team you love.
- Create wins by using our process.
The process that we utilize to gather data and feedback is tested and optimized to generate success for your program. Our team aggregates information both in the nuance and at the 30,000 foot view, with an intent to create actionable strategy for your program and quick wins.
The question that needs to be asked is, “What happens if we do nothing?” and subsequently, “Can we afford to do that?”
If you’re a program on the fence, I can spell it out for you:
Every follow on social media by a recruit or every percentage increase in your email open rates present a yield that creates a larger or more talented recruiting class. That impact alone can be enough to change the narrative around your program, let alone the competitive impact.
We’re seeing programs that lean into best practices for branding and marketing generate massive returns. Those who win in the next decade will also be winners in the digital space.
Our process to create wins for your program can be on your calendar immediately without the time requirement that’s likely keeping you from doing it yourself.
- Your roadmap moving forward.
At the end of the brand audit process, you’ll receive a step-by-step strategy roadmap that can be executed by your staff.
All of the data and information in the world is useless unless you have a plan to move forward. The strategy that we give clients is designed to be both digestible and doable. If it’s not, the exercise is nice, but as I said – worthless.
As we build your strategy roadmap, we’ll rank what’s most important with what’s feasible over relevant time periods. This includes four-month goals (semester), eight-month goals (academic year), and twelve-month goals (calendar year), all custom-designed to align with the trajectory of your program.
What are you waiting for?
Shoot me an email and we’ll get your program on the calendar to begin the process. Whether you’ve got budget left in this academic year or need to wait until July 1, Preseason is committed to helping programs like yours win. In fact, when you send the email, let me know you read the blog post and we’ll give you $500 off the process.
Here’s to winning the summer… and having a gameplan.
This article is the 22nd in a series on athletics branding. Jayson Schmidt is a former NCAA Division II head coach and managing partner of Preseason, a creative agency that helps colleges win.
Click here for a list of our services, including brand audits and marketing campaigns for your program.
Struggling with your brand or just simply want an edge on the competition? Preseason can elevate your story and deliver it to recruits, fans, and donors.