Data-Driven Marketing helps Maryland win Marketing Team of the Year
(via umterps.com) COLLEGE PARK, Md. — The University of Mryland marketing department was selected as the 2020 National Association of Collegiate Marketing Administrators (NACMA) Marketing Team of the Year, presented by SuperFan, the organization announced Wednesday.
“Congratulations to our Marketing Team on winning the NACMA Marketing Team of the Year,” said Athletic Director Damon Evans. “This is a tremendous honor and very well-deserved for Jordan Looby and the marketing unit. Collectively, our marketing team has made a major impact in our athletic department, the University and the entire DMV region with their tireless work promoting and celebrating all 20 of our Terrapin programs.”
Maryland led the nation in attendance in four of its 20 varsity sports between the spring of 2019 and winter of 2020 and executed a highly successful appearance on ESPN’s College GameDay on the day of a sold out top-25 basketball matchup. In addition to the Team of the Year award, Maryland placed in four individual categories including taking home Gold for multi-platform branding campaign of the year with its “Fight Week” promotion centered around the Notre Dame and Illinois men’s basketball games in December.
“I couldn’t be more proud of the efforts of our marketing unit,” said Senior Associate Athletic Director of External Operations Carrie Blankenship. “They continue to push the creativity envelope and challenge themselves to create an awesome experience for our student-athletes and electric gameday atmosphere for our fans. We are very excited to bring the trophy back to College Park.”
This is the ninth year of the award and the second time Maryland has been named the best marketing team in the nation, also winning in 2015. Maryland becomes only the second school (Mississippi State, 2016 & 2017) to win the prestigious award twice.
“We’re so excited to receive the 2020 Marketing Team of the Year award,” said Assistant Athletic Director of Marketing Strategy & Fan Experience Jordan Looby. “This is truly a department-wide honor, made possible solely by our athletic department’s commitment to collaboration and our leadership’s trust in our efforts. We’re fortunate to be surrounded by so many passionate people, who embody the idea of “One Maryland”, and this award is a testament to that belief and commitment.”
Maryland was one of three finalists for the award, topping the University of Texas and the University of Washington. The nominations spanned across FBS, FCS, Division I-AAA and non-Division I institutions.
Maryland’s marketing strategy and fan experience department is directed by Looby, and also includes Kassidy Brown, Jacob Nicely, Rachel Palmer, Claire Gilmore and Clara Hollander. Other staff members significantly contributing in the digital media and creative services area included Nick Lofaro, Marty Summa, Patrick Fischer, Jake Rose and Andrew Wray.
Here are three of the highlights as presented by the marketing department from the last year:
Coming at you live from College Park, It’s College GameDay! ESPN’s traveling college basketball pregame show returned to College Park for the first time in over a decade on Feb. 29. The show’s airing provided us with one hour to show the nation what Maryland Basketball is all about. Highlighted by a Scott Van Pelt-led flag unveil, a light show, and a live “Swag Surfin'” performance, the show left no doubt that College Park is home to the best fans in the country.
Fans, fans, and more fans. Fan support at Maryland is second to none. Four of our 20 varsity sports finished #1 in attendance in the country between the spring of 2019 and the winter of 2020.
Data-Driven Marketing. In the summer of 2019, we overhauled the way we approached our marketing strategy and made some important changes that revolutionized our efforts. We invested heavily in tools that allowed us to better leverage data, analytics, fan behavioral profiles, and other strategic business insights. We became leaner, more efficient, and more responsive to our consumers’ wants and needs. In the end, we got better at serving our #1 priority – our fans.