Q&A by Preston McClellan '14

In our latest Marketing Monday feature, Matt VanSandt ('11), Assistant Director of Marketing at the Big South Conference, talks about his daily duties, the challenges of collegiate athletic marketing, sponsorship activation and more.

1. What is your day-to-day role as the Assistant Director of Marketing for the Big South Conference?
I am primarily responsible for the fulfillment and activation of our Corporate Partnerships. We have multiple sponsors who receive inventory at our championship events including Basketball and Olympic sports. In addition, our sponsors purchase inventory at the institutional level and I am in charge of executing those elements. I am also the Director of Championships for Cross Country, Indoor, and Outdoor Track & Field.

2. The Big South is going to a free model for its digital network, correct? How does that impact your relationships with sponsors?
The Big South Network has been a subscription based model for the past several years. We are now offering the network free-of-charge on multiple platforms including smart phones, tablets, and computers. We anticipate broadcasting over 900 events this year including all Men’s Basketball and Football games not being aired on ESPN3. Our student-athletes, fans, alumni, and sponsors are all very excited about the new model.

Our partners are constantly looking for new ways to engage fans. In the past, the Big South Network has been an opportunity for them to activate their brand but with a limited reach due to the fee. The free model will now give those sponsors the chance to reach an un-tapped market on mobile devices for the first time. This only strengthens our relationship with our partners by offering an avenue to reach fans across the country on the Big South Network.

3. What would you say is the biggest marketing challenge you face today? What have you and your team thought about to fix it?
One of the challenges we face this year relates to the Big South Network. With the move to a free model, we are in the process of selling inventory to cover our subscription revenue losses. Any incremental sponsorship fees we raise also help fund the production costs for the broadcasts. However, the success of sponsorship sales has a direct correlation with the amount of viewers on the Big South Network. Our historical figures are based on a subscription model that limited the amount of people watching an event. When we can’t demonstrate to prospective clients that a large audience will be watching a live web steamed game, it makes the sale challenging.

To combat this hurdle, we have done extensive amounts of research on how much we anticipate viewing rates to increase with a free model. The industry standard varies depending on the source. However, we have used a conservative multiple rate to project the increase during the 2013-14 year. With an extensive marketing strategy in place, we expect to exceed our projections this year. The Big South’s 12 member institutions have supported the Big South Network since the beginning and are excited about promoting the new, free model this year.

4. What was the importance of the Ohio Sports Administration program in your career and personal development?
I am starting my third year with the Conference and frankly, I would not be where I am today without the Sports Ad program. James Companion (’95) helped to create the Big South Marketing model along with our Commissioner. During the hiring process, former Big South employees and Ohio alumni Jim Harris (’04) and Mike McAllister (’06) made calls on my behalf. I have been very blessed because of the Sports Ad program. I am still using the network to help my career and personal growth. My classmates have been a great resource for new sponsorship and marketing techniques. Bouncing ideas off them helps generate and create successful campaigns.

5. What is the biggest piece of advice that you could offer someone trying to get into sports marketing?
Be creative and learn a trade that few others know. If you really want to separate yourself and be successful in sports marketing, develop a skill that makes you valuable. Agencies, teams, and sports properties want something new and fresh. Demonstrating that you can bring something innovative goes a long way.

6. Do you have any recent or upcoming projects you could share with us?
We recently launched our new website: www.BigSouthSports.com. We are in the process of evaluating new sponsorship opportunities on the site. What are some creative digital inventory assets you have seen that could translate to our new page(s) including the Big South Network?

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