When Baylor found themselves on the bubble of the College Football Playoffs, they launched a PR campaign (even hiring a PR firm). Content and communications ramped up. They leveraged the hashtag #SettledOnTheField, created great social media content and rallied ambassadors. The results were pretty good:
As I took a look at their Facebook and Twitter accounts, I couldn’t help but to wonder: Why don’t teams take this approach year round? This was more than just a PR campaign for a spot in the playoffs. It was a rallying point for fans, a way to generate engagement, content for recruiting and so much more.
Here’s the thing: Schools, teams and leagues should focus on making a splash through content year round. It should not take a national stage to think, “hey, we need to promote the heck out of our program”. After all, even in sports, content is king. Baylor’s campaign proves this.
Baylor didn’t make the playoffs, but they did create buzz with their #SettledOnTheField campaign. And there are lessons for us to take away. I’ve put together three takeaways, though there are many more:
1. Be unapologetic about team pride.
One of the beauties of working in sports is you can be unabashedly proud of your team. In most industries you have to toe the line between product pushes and compelling content. In sports, your team is the product and fans want you to be loud and proud.
"We are playing in 1 of top 2 conferences in America. It would be a travesty if our champion didn't get in." pic.twitter.com/lSOu8KhLFK
— Baylor Football (@BUFootball) December 7, 2014
How much more can we say? #SettledOnTheField #SicEm pic.twitter.com/INWcLzDy7G
— Baylor Football (@BUFootball) December 7, 2014
Content has to be compelling still of course, but just remember this: Fans seek content infused with team spirit and pride. Take advantage of it.
2. Broadcast those who toot your horn.
There are many people out there telling your team’s story- from fans, to commentators, to writers and more. Baylor did a great job highlighting those in the media that took to their case. I’ve never seen a team share so much in the speculation and media chatter:
Again @davidpollack47 knows. #SettledOnTheField RT @CollegeGameDay: David Pollack's Top 4. #CFP25 pic.twitter.com/AwYVJ10fIR
— Baylor Football (@BUFootball) December 7, 2014
The @AP_Top25 voters know. #SettledOnTheField pic.twitter.com/CZA50vLACr
— Baylor Football (@BUFootball) December 7, 2014
As long as your entire staff is on board with joining the speculation. then I say “go for it”. It’s a way to join the Twitter conversation around your team, rally fans and even thank those who take to your case.
3. Create surprising content.
Baylor crafted a few pieces of content that strayed away from their normal approach. They were well received:
#headtohead pic.twitter.com/5J0gTB89RH
— Baylor Football (@BUFootball) December 7, 2014
"What country do we live in? I think it's America," – @CoachArtBriles #SettledOnTheField pic.twitter.com/gVH3P5ybpO
— Baylor Football (@BUFootball) December 7, 2014
You might have a consistent look or theme, but don’t be afraid to occasionally step away from it when the opportunity arises. Think of it as a way to surprise and delight fans with content. As you saw with the examples from Baylor above, unique graphics can make a splash when used sparingly.
So those are my three biggest lessons from Baylor: Be unapologetic about your team pride, broadcast those who toot your horn and create surprising content.
Now it’s your turn: What lessons from Baylor’s campaign did you learn?
Thanks for reading!
