"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.
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