Branding

I am proud that branding themes I developed for two different organizations continue to live on by capturing the true essence of the company’s mission and vision. Beyond standing the test of time, they have since been mimicked by industry competitors for the sincerest form of flattery.

One of my branding legacies was innovating use of “WINsconsin” in materials referencing specific Wisconsin Lottery jackpot wins. This initiative successfully raised product perception and awareness. One component included social media posts featuring a highway sign design that included the city where the prize was won and Lottery and game logos. The biggest splash came when “WINsconsin” appeared in my news release headline announcing the state’s record-breaking $768.4 million Powerball win in March 2019. Several national media used the slogan in their coverage.

That experience was not the first time my branding appeared in national headlines. I raised the perception of the The Summit League by dubbing it “College Basketball’s Best-Kept Secret.” The slogan was used in a similar form by USA Today to headline its feature story about the league’s business and sport success. National publications such as The Sporting News and Basketball Times also used the slogan in their coverage. Additionally, my development of the league’s “Reach The Summit” slogan is still used today to describe the organization mission and celebrate achievements by its universities and student-athletes.

Television

There was a need to enhance brand recognition and further exposure for The Summit League within the markets of its university members and on a wider scale. To spotlight positive stories from each campus, both academically and athletically, I guided development of a weekly magazine television program. It was a groundbreaking initiative - the first of its kind for the league and one of two featuring a mid-major conference airing on a national network. There were many phases I led throughout the process, from working with each institution to purchasing equipment and signing local over-the-air affiliates to carry the show. I secured affiliates in each university’s market and across regional and national networks during the course of the five-year series. I scripted content for each show and scheduled rotating academic segments and other special features. To broaden awareness, I created advertising elements that included channels, air dates, and times for each school to use on their website, social media pages, and in print publications. Ratings exceeded expectations. Highlights, interviews, features, and other newsworthy content that may have otherwise gone unseen, gained exposure through this program format to the benefit of the league and its membership.

Podcast

With so many interesting stories across The Summit League and its nine member institutions, I sought a new way to share the personalities of key personnel. The result was a bi-weekly Podcast, the first in league history. The public already knew the names and faces. The Podcast’s theme focused on sharing personal background and insight that go beyond a typical interview or feature story. As executive producer, I selected the interviewees and topics. I also coordinated publicity for each episode, including pull quote teasers on social media and direct links to individual segments. Despite very little lead-in time to the premiere episode, The Summit League Podcast realized more than 100,000 plays in its short duration.