Strategic Marketing Communications for the National Association of Intercollegiate Athletics

The KU Edwards Campus marketing communications graduate students collaborated with the National Association of Intercollegiate Athletics (NAIA) to develop a strategic plan for the Eligibility Center (EC). The EC is the student-athlete registration and eligibility Web site for NAIA member athletics. The site officially launched in April 2010 and is effective for the 2011-2012 playing season. Research, objectives and goals for the marketing communications plan were targeted toward high school staff and potential student athletes and parents. The proposed marketing communications plan was based on two goals: 1) Establish awareness of the NAIA EC (www.playNAIA.com). 2) Highlight the NAIA brand via the EC Web site. These goals were set within the EC's allocated marketing budget of $50,000. The marketing communications recommendations for the NAIA's EC high school launch intend to initiate ongoing and valuable communications between the NAIA and high school audiences, heighten NAIA brand awareness and ultimately drive registration.

Grantor dc:publisher

University of Kansas

Year dc:date.issued

2010

Author dc:creator

• Davis, Elizabeth Ann

Advisor dc:contributor.advisor

• Gentry, Ph.D., James

• Mass Communications
• Journalism
• Communication
• Athletic communications
• College athletic eligibility
• College athletics
• High school athletics
• Marketing communications
• Strategic communications

Statement dc:rights

• Copyright held by the author.

Language dc:language.iso

EN

Dc Identifier Other

http://dissertations.umi.com/ku:10837

OAI identifier oai:identifier

oai:kuscholarworks.ku.edu:1808/37042