The Role of the Athletic Trainer by Dan Malone

Often times, when we are in discussions with potential state association partners, we are asked how a state can directly communicate with a group of people under the association umbrella. The partner understands the massive crowds that comes to the playoff and championship events, but it is the direct communication that a state association has with key decision makers and influencers that can really drive a partnership. These people include the obvious in athletic administrators, coaches, principals, fans…but one group that is sometimes overlooked, and yet more valuable are the trainers. Trainers are with the student athletes as much as some of the coaches and can directly influence choices concerning medical and general health. Many of the organizations that we are talking to right now are looking to these trainers to get a message across.

I found this article the other day and want to share with you as it expresses how important athletic trainers have become at the high school level

http://www.heraldextra.com/sports/athletic-trainers-play-key-roles-for-college-and-high-school/article_ca9a2772-7742-11e1-aa92-001871e3ce6c.html?oCampaign=hottopics

The Perfect Partner for Cause Marketing

By Cheryl

I came to HTM from the client side which definitely gave me a unique perspective on why the high school sports platform is the “perfect partner” for cause marketing. As the Regional Marketing Director with CENTURY 21, I was faced with the challenge of finding advertising initiatives that would strengthen the company’s global brand recognition, while supporting the local offices where agents are seen as friendly neighborhood professionals. In the real estate industry, it’s all about relationships. People want to work with a professional and a company who they feel cares about them ...and cares about the community in which they live.

In our hunt to find a cause in the community to support, we stumbled upon HTM and the light bulb went on! Education is a key issue for moms and there is a high school in every community that CENTURY 21 serves. Women with children are the leading target market for real estate, and high school activities and athletics are strong in this demographic. With a portion of the funding going directly back to the high schools, an HTM campaign establishes the company’s support for the community and a sense of local responsibility.

According to the latest Cause Evolution Study from Cone, consumers globally believe companies have an explicit responsibility to help change the world. In America specifically, 83% of respondents said they wish brands would support causes, and 41% bought a product/service because it was associated with a cause. This is encouraging news for cause marketers because consumers not only appreciate a brand supporting a cause – but will reward them for these efforts. In relation to education, 90% of respondents felt that support was “very or somewhat important.” This is even more exciting to HTM and our clients since our platform directly supports high school education, activities and athletics.

HTM has several clients who have found high school sports as the ideal partner to promote their cause. The Office of National Drug Control Policy used our platform for its “Above the Influence” campaign to help prevent and reduce teen drug use. A public service message from American Family Insurance promoting teen safe driving couldn’t find a more captive audience than those attending high school activities and athletic events. The American Dairy Association and Dairy Council of Utah uses HTM’s State Association platform to raise consumer awareness about the nutrition and health benefits of Chocolate milk. It’s also the supreme space for the Ohio Ophthalmological Society to educate athletes and fans on sports eye safety and for the Missouri Department of Transportation to encourage public safety with their “Buckle Up” and “Arrive Alive” campaigns.

Together with our clients, we are supporting causes that will help make a lasting impact on students’ high school experiences and in their future.

Title Sponsorship High School Sports by Jackie

Some days the glass is half full, other days half empty; today it’s half full. It’s my turn to blog and I’m always hoping to get inspired and have something interesting to talk about. I struck gold today, or at least I think I did. Pick up a copy of today’s USA Today and check out the Sports Section, page 16C- there is a great article by Jack Carey and Michael McCarthy about title sponsorships for high school tournaments. Just last month the California Interscholastic Federation, the nation’s largest high school association, voted to begin offering title sponsorships for all state and regional championships beginning with tournaments held next fall. I see this as a great moment for high school student athletes and corporate sponsors.

Back in the days before I worked at Home Team Marketing, I worked for one of the nation’s leading wireless providers. My job was to find ways to invest sponsorship dollars, earning the maximum ROI, while supporting the community. It was tough sometimes to find just the right opportunity. At that time either my dollars could go towards professional franchisees or the local 5K race, there wasn’t a whole lot in between. Right before I left the wireless company I was approached by Home Team Marketing and asked if I would be interested in purchasing signage at high school football games in my target markets. I thought it was a tremendous opportunity and wondered why no one had thought of it sooner; to get from that point in 2003 where signs where being sold at football games to the point now where a corporation can be the title sponsor of a state tournament is incredible to me. If I were still on the buying side I would jump at the opportunity.

To me high school sports are grassroots. They are the heart and soul of the community. Prior to my wireless career I worked for a professional sports team that packed up and left town. That doesn’t happen with high school sports. During the summer HTM produces a high school charity game at Cleveland Browns Stadium. The crowds for the games are incredible. The students and alumni that come to support their teams makes my heart swell. It’s cool - it’s loyalty - it’s support for the community. And now corporations have the opportunity to reach that audience and give back to the schools, if I were a buyer, I would ask where to sign up.

Licensing High School Spiritwear

High School Licensing by Patrick Spear

Licensing has existed in professional and collegiate sports for a long time. Teams have their marks and logos licensed in order to protect them, as well as to generate revenue from the retail goods bearing those marks. Licensing continues to grow and has become relevant in the high school marketplace. For years retailers have sold school spiritwear without providing any funding back to the schools. However things are changing and high schools now have the opportunity to license their mascot and logo if they chose to do so. This is an opportunity to ensure that the high school marks are given the same professional protection and that all logos, fonts and colors are used correctly.

High school marks represent the schools and the communities where they are located. Each school’s situation is different and each will individually need to decide what works best for them and make the best decisions proactively addressing these changes.

High School spiritwear in the retail space will become a $100,000,000 industry over the next several years. Now is the time for schools to evaluate their options and move forward from there.