2008 Woodie Awards
Marketing department works to increase fan enthusiasm
Stephen McCardell
Issue date: 11/16/07 Section: Sports
Many might have noticed the big signs and movie-like commercials advertising Miami University RedHawk athletic events this year.
This change in the way sports are marketed at Miami is due to the Director of Sports Marketing Anthony Azama and his staff's new, more aggressive marketing strategy.
The strategy is focused on creating a culture, a tradition and an experience at Miami athletic events that rivals any program in the country, according to Azama, who brought this new strategy when he came to Miami last year.
"We are trying to create an experience when students come to games," Azama said. "I want people to feel like they went to something more than just a sporting event. Regardless of whether we win or lose, our students should have a great time."
Azama emphasized student involvement and in-game atmosphere as two critical aspects of creating a unique experience at athletic events.
"We cannot just rely on our history of winning as the reason students come to and stay at games," he said. "We need the students to feel involved. We need to give students a reason to come to games."
The marketing department for Miami athletics has already implemented a variety of new activities that address both student involvement and in-game atmosphere.
One example is the newly created "Tailgate Town" set up outside Yager before football games this year, which serves as a pregame get-together for fans that provides food, live music, games and a variety of other activities.
Another example was the re-introduction of the Harrison Bell from the 1800s that is now rang by ROTC members at the kickoff of every football game and after every Miami score.
Students may have also noticed that the new RedHawk mascot has a different look this season, according to Azama. Azama jokingly compared the old Swoop to a crow.
From inspirational movie clips on the jumbo screen, the student section white-outs, Miami fan tunnel and the Red Pit at hockey games, Miami athletic events have been strongly impacted by Azama and his staff.
This change in the way sports are marketed at Miami is due to the Director of Sports Marketing Anthony Azama and his staff's new, more aggressive marketing strategy.
The strategy is focused on creating a culture, a tradition and an experience at Miami athletic events that rivals any program in the country, according to Azama, who brought this new strategy when he came to Miami last year.
"We are trying to create an experience when students come to games," Azama said. "I want people to feel like they went to something more than just a sporting event. Regardless of whether we win or lose, our students should have a great time."
Azama emphasized student involvement and in-game atmosphere as two critical aspects of creating a unique experience at athletic events.
"We cannot just rely on our history of winning as the reason students come to and stay at games," he said. "We need the students to feel involved. We need to give students a reason to come to games."
The marketing department for Miami athletics has already implemented a variety of new activities that address both student involvement and in-game atmosphere.
One example is the newly created "Tailgate Town" set up outside Yager before football games this year, which serves as a pregame get-together for fans that provides food, live music, games and a variety of other activities.
Another example was the re-introduction of the Harrison Bell from the 1800s that is now rang by ROTC members at the kickoff of every football game and after every Miami score.
Students may have also noticed that the new RedHawk mascot has a different look this season, according to Azama. Azama jokingly compared the old Swoop to a crow.
From inspirational movie clips on the jumbo screen, the student section white-outs, Miami fan tunnel and the Red Pit at hockey games, Miami athletic events have been strongly impacted by Azama and his staff.
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