When you think about the essence of college sports, you probably envision a big, electric atmosphere with your team propelled on to a win by a big crowd, followed by a court/field storming by the boisterous student section.
This type of relationship between your team and the student body doesn’t just happen, even at athletically successful and tradition-rich schools. To see these capacity crowds, you’ve got to put the time into recruiting your students and building this relationship. Students are finicky and have high standards: they want to be a part of a WINNING program, they want to be entertained, they want fun giveaways and they want direct interaction!
This is a relationship that requires constant effort, make time each week to interact with students. Even at schools with historic athletic success, the relationship with the student body must constantly be cultivated. Ultimately, it’s not your program, it’s their program! Invite students to be an integral and contributing part of your program!
KEY GROUPS:
– Band
– Cheer & Dance
– Spirit Groups & Sports Clubs
– Greeks
– Intermural Teams
– By graduating class
– All students who attend games
Thank about it – many campuses are divided. The big, popular athletes who are getting a “free education” vs. the average student. Stereotypically, it’s common for tension or negativity to arise between the jocks and the Greeks, or other groups. Athletes are viewed to get preferential treatment (true or not), help break down the walls between your players and the students.
Your program (coaches and players) needs to be accessible and visible on campus – not above everyone or kept in hiding, only seen on gamedays. Take the time to be relatable and active on campus—eat where the regular students eat, show up at major campus activities and traditions – even if not specifically invited or asked. Surprise the students in the dorms or Greek courts the night before a big game, buy snacks for the super fans in the student section. Take time to thank them before or after games—encourage your team to celebrate and thank them as well. Hype them up by posting social media pics—give them shoutouts on Twitter or Instagram.
WAYS TO INTERACT WITH YOUR STUDENT FANS:
– Email invitations on key game dates (first game, rival games, conference games of major importance).
– Email thanks after big wins.
– Invite them to games via social media.
– Thank them for their support via social media, after both wins and losses
– Thank them regularly at press conferences.
– Special event for these groups in the pre-season so they can interact with team and get early look.
– Special post-season event if the team had a successful season.
– Evaluate why they do and don’t attend games – do a focus group through your Marketing Department.
– Allow them special on-field access pre or post-game.
– Invite them to an open practice.
– Celebrate with them post-game.
– Involve them during games, have redshirt and injured players interact with students during the game.
