Marketing an Athlete: Pat White for Heisman

West Virginia University's athletic department and its head football coach have decided to actively promote Pat White as a Heisman Trophy candidate. White, the Mountaineer's talented and accomplished quarterback, has all the right stuff. He's a great kid with a wonderful attitude, plus phenomenal athletic skills. Perhaps most importantly, he is a proven winner.

Details of the University's decision (a no-brainer in my opinion) and Pat White's credentials are well documented in today's Daily Mail column by sportswriter Jack Bogaczyk.

Here's my question to you, marketing geniuses: What would you do to generate publicity and create buzz in support of Pat White to maximize his chances of winning the coveted Heisman Trophy, college football's top individual honor? Put your sports information director (or athletic director) hat on ... and let's have some suggestions. Please post your suggestions as a comment below.

By the way the award is decided by a voting process by the members of the Downtown Athletic Club of New York. It will be awarded in early December of 2008. More about the award here.

Marketing Fosbury "Flops"

The Marketing Fosbury Flops

To start this blog, get on your tennis shoes. We’re going to the track. High Jump…An event full of conditioning, strength and determination.

Many “Flops” can be correlated with high jump. Jumpers used to run and dive over the bar head first or come from a diagonal angle and scissor-kick their legs over. Then, at the 1968 Summer Olympics: a break-through in high jump that will never be forgotten

Dick Fosbury took an angled run to the bar. He then planted his outside foot and leaped backward over the bar, head first. An arch of the back and a kick of the legs and Fosbury landed on the mat, clearing the bar by inches. He took home the Gold medal.




Marketing is full of conditioning, strength and determination as well. Your conditioning is your creative thinking. Continually trying to think outside the box and come up with new ideas is a sure way to make you stand out. Determination is the hard work you put through to make things happen. Your strength is represented in the actions you take to achieve your goals. Your marketing, customer service and your employees are all carrying your team to win and succeed, whatever your contest.

Now, marketing has been known to have a few “flops” of its own. Often times, a technique may not be as successful as you had hoped. There are failures. The question is: are you ready to take the leap backwards over the bar? Are you ready to try something new?

You could land the gold medal … and your next client!


P.S: This blog was brought to you by Maple Creative’s Summer Intern, Julie Tawney…A High Jumper for West Virginia University Women’s Track Team (featured in the photo above).

Photo: Julie Tawney Big East Championships 2007

Birth of a State. Birth of a Blog.

Wednesday, June 20, marked the 144th birthday of the State of West Virginia. While that was reason enough to be excited, it was not the only cause for celebration. Wednesday also marked the birth, or launch, of a cool, new blog, A Better West Virginia. I'm pleased to share with you the following message from its founder, Jason Keeling, as we wish him great success.

Today marks West Virginia Day (144th anniversary of statehood), which serves as a reminder of the state's rich history, and provides occasion to reflect upon its future. Communication professionals within the state have a significant role to play in building and promoting aBetterWestVirginia. Those outside would benefit from learning more about the realities of our unique state, and in doing so helping to break down the stereotypical imagery of Appalachia as "backward."

There are many forward-thinking organizations, businesses, people, and initiatives in West Virginia, it's simply a matter of "getting the word out." It is in this mode of thinking that aBetterWestVirginia.com is being launched today, and although the site isn't designed to cover marketing and public relations specifically, the discussion of West Virginia culture and economy will certainly be relevant to these disciplines.

Thanks to the Maple Creative team for the opportunity to post here today. Marketing Geniuses in the state and across the globe are welcome to join the conversation at aBetterWestVirginia.

Hoppy's Take on Beilein's Beeline

Hoppy Kercheval is a trusted, bright and skillful journalist in my estimation. Hoppy is the voice of MetroNews Talkline, as well as a veteran news and sports radio broadcaster. In addition, he is a flat-lander, like me ... a native of the Eastern Panhandle of West Virginia.

His take on ex-WVU Head Basketball Coach John Beilein's departure for Michigan is right on the mark. His commentary captures my feelings precisely. Well done, Hoppy!

And best of luck to John Beilein, a classy guy, gifted teacher and true gentleman.