Q&A by Carson Reider '15
This week's Marketing Monday features a Q&A with Spencer Milne ‘04, Assistant AD for Marketing, Promotions, & Ticket Services at the College of William & Mary. Spencer discusses developing a passionate student body, how he overcomes budgetary challenges, and the benefits of the Ohio Sports Admin alumni network.
What is your day-to-day role as the Assistant AD for Marketing, Promotions, & Ticket Services at the College of William & Mary?
I was elevated to Assistant Athletic Director this past summer. I oversee our ticket sales efforts, game day atmosphere, sponsorship activation, and box office staff.
How do you aim to differentiate marketing efforts for William & Mary from other member schools in the Colonial Athletic Association?
William & Mary is in a unique position in our conference. We lack a significant market in small town Williamsburg but we are directly in between two very large markets, Richmond and VA Beach. Both have successful Division 1 schools. My focus has been developing the passion of our students and local fans and engaging our alumni within the state. Our brand is unique in our conference as well. William & Mary is a top tier academic institution with a great deal of success in most sports. The quality of our student athletes sets us apart from most schools and we are not afraid to share that message.
What would you say is the biggest marketing challenge you face today?
All of us as marketers face a marketplace with lots of noise and competition for customer’s attention. The challenge is coming up with a focused plan that stands out and engages our customers. My challenge is to do this with a minimal budget and be creative enough to develop new ideas and utilize those of others to fit our needs and limitations.
What have you and your team thought about to fix it?
We have weekly creative meetings to inspire new ideas and streamline our messages. I am starting to get out of the office 1-2 days a week meeting with new groups and speaking with our local community in order to develop lasting personal relationships. We are inviting these groups to be a part of our game experience by taking part in team entrance tunnels, halftime performances, and post-game autograph sessions.
What is the coolest thing you've seen lately in promoting collegiate athletics recently?
A free bacon giveaway for students at a Kansas State women’s basketball game turned out over 1,000 students.
What was the importance of the Ohio Sports Administration program in your career and personal development?
Ohio has provided me with the confidence and motivation to strive to be the best I can be. I have learned to be selfless and to help develop those around me. Ohio is loaded with very successful people who understand that the success of others ultimately leads to their own success.
What is the biggest piece of advice that you could offer someone trying to find a career in marketing?
Work hard and make your own opportunities.
Do you have any recent or upcoming projects you could share with us?
We are in the final stages of securing a new ticketing system. I am excited to take on this challenge but it is even greater a challenge to make sure it is worth the investment. We hope that it will improve our customer service but also consolidate our databases to make targeting our customers an even more streamlined and simple process.
