What's the quickest way to market an event? Throw money at the problem. What happens when expectations grow, but your budget gets smaller? That is the issue many marketers must face on an annual basis.
Each year, the demand for new exciting marketing ideas increases and increases. Students want more t-shirt giveaways, food at all events, high-priced electronics as prizes, and much more. All in the name to convince them to come to events. Obviously, there is not enough money to meet everyone's need. So how do I stay relevant with a tiny budget that has gotten smaller since my first day on the job?
Social Media
Social media has been a life (and money) saver. When I arrived at Emory & Henry College, we had 300 followers on Facebook and 200 on Twitter. Five years later, E&H Athletics now has the 21st ranked social media in all of Division III, according to D3socialmedia.com. With social media being the top way students get any information, it has been crucial in keeping up visibility for little to no cost. Twitter and Instagram have been the key to catching the eyes of students.
Photoshop and Videos
I had no background in Photoshop or in video before arriving at Emory & Henry. However, I took it upon myself to buy Photoshop and teach myself using YouTube videos on how to make quality graphics and posters. The same goes for video editing. I bought software, used a camera the school already had, and started filming games to make highlight and hype videos. If I learned anything about student-athletes, it's that they love seeing themselves in video and photography. Creating an impactful video or exciting graphic goes a long way to enticing fans to your events at no cost.
Utilizing SAAC
As mentioned before, my budget has been cut numerous times. But the demand never dies down. I have to find ways to continue marketing even more sports than we had when I started at the school. I am also the advisor for our school's SAAC. Our Student-Athlete Advisory Committee has become a student organization under SGA. That allows SAAC to ask for funding from the college. Now many events that I run are sponsored by SAAC using the SGA money that we've requested. I am now able to do double the events without spending any of my budgeted money. It has helped tremendously with non-sporting events, such as, our Awards Show and community service events. Utilizing SAAC also allows me to have more hands at these events, rather than doing it all myself.
These three components has helped me continue to reach my marketing goals despite running low on funds.