"The Presidents and Chancellors of the Southeastern Conference welcomed the University of Missouri to the SEC saying the "The University of Missouri is a prestigious academic institution with a strong athletic tradition and a culture similar to our current institutions," and "The Southeastern Conference is a highly successful, stable, premier athletic conference that offers exciting opportunities for the University of Missouri," offered chancellor Brady Deaton in the SEC statement, adding, "The SEC will provide our student-athletes with top flight competition and unparalleled visibility. We came to this decision after careful consideration of the long term best interests of our university. We believe the Southeastern Conference is an outstanding home for the Mizzou Tigers, and we take great pride in our association with this distinguished league."
Andrew Grinch was charged with launching a 90 day campaign to get the news out. The solution was a strategy that involved two distinct target audiences. Excite & Invite. Excite Missouri Tiger fans who already followed the team with a theme “A New Era Begins.” Invite new fans they would encounter with the move to the new conference with a gracious and respectful tone. Invite with the theme “Mizzou is proud to be SEC.”
The campaign included traditional media, like strategically placed outdoor billboards and print advertising augmented with paid internet advertising video that dramatizes the love of sport and competition of University of Missouri athletes.
The American Marketing Association approved this definition of Marketing in 2007: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. I think Andrew and his team at Mizzou demonstrated that pretty effectively in the presentation of his SEC campaign. Remarkable Leadership in Marketing.