Marketing & Promotions
The overall marketing and promotions philosophy of the Department of Intercollegiate Athletics is to promote and increase exposure of its sports teams, as well as to generate revenue opportunities to support the operations of Athletics. The marketing focus is on activities that communicate the overall quality of the sports programs, while maintaining a positive public image.
Marketing and promotional activities are designed to enhance the established image and revenue generating capabilities of the Department of Intercollegiate Athletics and the University. The Director of Athletic Marketing & Promotions, under the direction of the Director of Athletics, oversees the planning and coordination of all such marketing and promotional activities and ensures that said activities are appropriate within an educational environment.
Promotional activities are designed to provide a total entertainment package to the patrons. More specifically, the goal is to create a wholesome family atmosphere with something of interest for everyone. This requires careful coordination between the coaches, the team, the mascot, the dance team, and the band (if applicable).
The current marketing strategy is to target a well-defined demographic segment of the population for personal and direct mail solicitation. A broader audience (i.e., San Joaquin County and selected cities/areas within Stanislaus and Sacramento Counties) is targeted for informational marketing (e.g., announcements of games, times, dates, special promotions, etc.) via radio, television, and newspaper media.
An emphasis is placed on the marketing of sports programs with income producing or fund raising potential. Marketing and promotional activities include, but are not limited to:
- Corporate Sponsorships
- Advertising Guidelines
- Radio/Television/Internet Commercials and Broadcasts
- Game Day Entertainment
- Community Relations
- Scoreboard/Signage Sales
- Promotional Guidelines
- Logo and Licensing Guidelines
A primary objective of the Department of Intercollegiate Athletics marketing plan is to obtain advertising sponsors for athletics events hosted by the University of the Pacific in order to offset expenses and/or enhance attendance at the events. Sponsorship packages include advertising in/on game programs, scoreboard, scorer's tables, and the public address system. They may also include game and event sponsorships, large group ticketing, signboards, and other media.
Corporate packages are designed based on this principle. A potential advertiser will not purchase media that will not cost-effectively broaden the consumer base. As such, sponsorships are limited to appropriate firms and generally sold on the basis of advertising merit. More specifically, these advertising media are only marketable when they are competitive in quality and price.
When it is determined that the quality of the program advertising medium supports the request for solicitation, set procedures are followed. At least six (6) months prior to the event, a written proposal should be submitted to the Director of Athletic Marketing & Promotions including a description of the event or advertising medium, the budget and financial needs for the event and/or the advertising medium, and the time schedule for the event and/or medium including deadlines for printing, pre-event promotion, etc. Requests are evaluated by the appropriate athletics administrators. If a part or the entire request is approved, a solicitation effort will be made. It should be understood that even if approved, there is no certainty that a sponsor or sponsors will be secured. Under no circumstances should a coach undertake the solicitation effort by themselves unless requested or approved to do so by the Director of Athletic Marketing & Promotions. All agreements must be in compliance with the University's Contracts and Grants Signature Authority Policy.
The Director of Athletic Marketing and Promotions works in conjunction with the Box Office Manager in developing a promotional plan for ticket sales for men's and women's basketball, women's volleyball and baseball that includes season and individual ticket specials and pricing. For additional information, please see the Ticket Operations Chapter.
Only approved logos for the Department of Intercollegiate Athletics are to be used in advertising. Correct versions of Pacific Athletics trademarked logos may be obtained in print or on disk from the Director of Athletic Marketing & Promotions. All advertising for Athletics-sponsored events must be approved by the Director of Athletic Marketing & Promotions. The Department of Intercollegiate Athletics will secure a sponsor, utilize media trade or pay the cost of advertisement within the budget constraints established for each sport. The Director of Athletic Marketing & Promotions is available to meet with each head coach to determine a priority of events to be advertised.
The advertising of certain special athletics events (e.g., summer camps, clinics, etc.) is the financial responsibility of the coach who is directing the event. The coach is expected to know and adhere to NCAA regulations regarding such advertisements. The director of the event is also responsible for making all arrangements to schedule the advertisements. However, the Director of Athletic Marketing & Promotions reserves the right to evaluate and approve the specifications for the advertisement, which should include the following:
- The appropriateness of the advertisement
- The advertising medium
- The advertisement copy
- The size of the advertisement
- The cost per run date
- The run dates
The Director of Athletic Marketing & Promotions is responsible for developing a marketing plan for select sports, which includes purchasing advertisement through radio, TV, internet. In some instances, the marketing department will utilize PTAA trade. The marketing department is also responsible for developing the content for any media buys.
The Department of Intercollegiate Athletics retains the authority to determine the type of entertainment to be presented at athletics events. Volleyball and basketball pre-game and half-time ceremonies are routinely planned to include some music and entertainment. The Director of Athletic Marketing & Promotions must ensure that such entertainment is within the guidelines established by the University, the Big West Conference, and the NCAA.
The Director of Athletic Marketing & Promotions coordinates pre-game and half-time events with the Band Director and the Dance Team Coach as required. On occasion, outside groups (e.g., high school bands, drill teams, etc.) are invited to perform in conjunction with special events. The performers are all limited to a 10-minute half-time performance. Every effort is made to ensure that the selected entertainment serves to enhance the atmosphere and enthusiasm level of the spectators and to minimize the creation of potential crowd control or disruption problems.
The Pacific Pep Band is overseen by the Band Director, who sets all performance standards. The Pep Band is limited to travel to the Big West Basketball Tournament and postseason play as determined by the athletics administration and the Band Director.
The Powercat mascot will attend all home women's volleyball and men's and women's basketball games and is expected to exhibit sportsmanlike conduct as he/she promotes team spirit. Powercat is permitted to travel to the Big West Basketball Tournament, postseason play for women's volleyball and men's and women's basketball, and some "local" away games as determined by athletics administration.
The purpose of Powercat is to generate support and spirit for intercollegiate athletics teams through crowd enthusiasm and also to provide a developmental experience for students. Powercat also attends a number of community and special events through the academic school year. It is permissible for a university group to borrow the Powercat Mascot uniform. Interested groups must agree and adhere to the rental guidelines.
The Tiger Dancers and the Powercat mascot attend all home women's volleyball and men's and women's basketball games and are expected to exhibit sportsmanlike conduct as they promote team spirit. The Tiger Dancers and mascot are permitted to travel to the Big West Basketball Tournament, postseason play for women's volleyball and men's and women's basketball, and some "local" away games as determined by athletics administration.
The purpose of the Tiger Dancers is to generate support for intercollegiate athletics teams through crowd enthusiasm and also to provide a developmental experience for students. The Tiger Dancers are representatives of the University, its students, faculty, staff, and alumni, and as such are expected to conduct themselves in a manner that upholds the character, tradition, integrity, and spirit of the University. The Dance Team Coach is responsible for the Tiger Dancers. The Intercollegiate Athletics liaison to the Tiger Dancers is the Director of Athletic Marketing & Promotions. The Tiger Dancers are selected without regard to race, national origin, or religion.
The following requirements must be met to be eligible for a Dance Team position at Pacific. Each applicant must:
- Be a full-time undergraduate or graduate student at the University;
- Be free of health or physical problems that would hamper the ability to perform or would cause such performance to be unsafe;
- Sign a transcript release prior to tryouts and maintain a minimum cumulative 2.00 grade-point average while on the squad;
- Provide proof of insurance prior to tryouts;
- Remain in good academic and disciplinary standing with the University; and
- Maintain a satisfactory level of physical fitness throughout the season.
Dance Team members must be enrolled in and attend practices as set forth by the head coach unless there is a class conflict.
The Tiger Dancers must be well organized in order to fulfill their academic obligations and dance responsibilities. They must commit to attend scheduled practices, competitive events, and various fund raising and promotional activities planned or requested by Intercollegiate Athletics.
Prior to tryouts, each candidate is asked to review and sign an agreement acknowledging his/her commitment to being a Tiger Dancers. If they do not comply with the position's requirements, action taken may include suspension or dismissal from the team, as designated by the Dance Team Coach.
Tiger Dancers are expected to attend all scheduled practice sessions, as well as scheduled public appearances. They will attend all home women's volleyball matches, men's and women's basketball games, and selected men's volleyball games. Attendance at other Intercollegiate Athletics promotional events is required, as assigned by the respective coaches and athletics administration. Team members must inform the coach if they will be absent no less than two (2) hours before the practice, meeting, or competition that will be missed. The penalty for not giving advance notice will be determined by the coach based on the circumstances and the team member's prior attendance record.
Performance Rules & Requirements
The Tiger Dancers are responsible for the discipline of their squad. The criteria used for such a suspension are based upon University and Intercollegiate Athletics codes of conduct, as well as the acknowledgement form signed by each squad member.
As representatives of the University, the Pacific Pep Band, Powercat, and the Tiger Dancers are expected to demonstrate pride in Pacific Athletics. While in uniform, these performance groups must refrain from:
- Using profane language
- Using drugs, tobacco, or alcohol
- Making obscene gestures
- Any other behavior deemed inappropriate by the coach
Attendance at non-University events is at the discretion of the coach. When appropriate, the coach will negotiate the per diem or travel allowances to be paid by the sponsor of the event. Tiger Dancers are not to accept personal appearance invitations without the prior approval of the coach.
University approved uniforms and shoes are provided to members of the Tiger Dancers. Members are expected to care for their uniforms in an appropriate manner and to clean them at their own expense. All uniforms and equipment are to be returned to Intercollegiate Athletics at the end of the school year. The squad member, as per his/her signed agreement, must pay for any missing uniforms or equipment.
The Athletic Marketing & Promotions Office strives to promote Pacific Athletics at various community events including, but not limited to, parades, elementary school festivals, and local professional sporting events (e.g., Stockton Ports and Thunder). Appearances can include all of the following participants: Student Marketing Team, Powercat and Tiger Dancers.
The Department of Intercollegiate Athletics has specific procedures established for the promotional areas specified below. The Director of Athletic Marketing & Promotions approves all related contracts with outside commercial entities.
Display of Product, Product Likeness, Mascot or Displays Other Than Banners:
- A commercial entity is permitted to display products at an athletic event as an exhibitor, providing all Athletics guidelines are followed.
- A skill contest prize may be displayed on or just off the playing floor while a skill contest is being conducted or may be displayed in a public lobby area during the event for which it is to be awarded.
- Advertising of a permanent type displayed on scoreboards and other similar permanent signage is permitted. Permanent displays must be approved by the Director of Athletics.
- Event-specific sponsor acknowledgements of a non-permanent nature may be displayed on digital electronic scoreboard displays.
- Once contracts have been agreed upon, the contracts are signed by the sponsor and the Director of Athletic Marketing & Promotions. The Direct of Athletic Marketing & Promotions also oversees the billing and invoicing.
Free Distribution of Advertising:
- Any student group or individual looking to distribute promotional material during athletic events must receive approval by the Director of Athletic Marketing & Promotions.
Display of Commercial Signs:
- Corporate banners may be permitted in designated facilities used for athletics events, as permitted by University regulations and with the approval of the Director of Athletics.
- Any other type of display by corporations or sponsors requires the permission of the Director of Athletic Marketing & Promotions and the Director of Athletics. Corporate partnerships and contracts are mutually agreed upon by the Director of Athletic Marketing & Promotions and the corporate partner.
The University's licensing program was established to protect the University's ownership interest in its names, trademarks, logos and other indicia and to generate royalty fees to support various University initiatives.
The University has registered its trademarks, service marks and logos and has trademark ownership rights to them. The Director of Athletic Marketing & Promotions, in conjunction with the University's exclusive licensing agent Collegiate Licensing Company (CLC), acts as the University's licensing coordinator.
All entities wishing to manufacture or sell products using the Department's marks must be licensed and pay royalties, with the exception of those producing goods for internal use by the Athletics that are not for resale. These individuals must be licensed, but may not need to pay royalty fees, in the discretion of the University.
Importance of Licensing
One of the most important functions of the licensing program is to protect the University's trademarks. Trademark law requires that the University actively protect its registered trademarks from improper use in order to protect its legal ownership interest in them.
The licensing process is also important to the University because it protects Pacific's name, reputation, and image by permitting only appropriate uses and assuring that only quality products are associated with the institution. The University of the Pacific must review and approve all products and designs that feature the logos, marks, and verbiage.
In addition, all Pacific licensees are required to obtain a minimum of $1 million in general liability insurance, including product liability and other coverage. Insurance is required to help protect Pacific in the case of any claims of damages or defects related to Pacific licensed merchandise, as well as other liability claims.
Finally, the University has adopted a Special Agreement Regarding Labor Codes of Conduct to promote consistent and uniform labor code standards. The labor code standards establish reasonable hours, working conditions, and pay for workers in foreign factories manufacturing products bearing the marks of the University. By signing the Agreement, the licensee agrees to adhere to all labor code standards set forth by the University of the Pacific. In order to monitor and verify compliance with code of conduct standards, Pacific has affiliated with organizations such as the Fair Labor Association (FLA).
Anyone who wishes to use the names or icons of the University of the Pacific must first become licensed. A license can be obtained via Pacific's exclusive licensing agency, the Collegiate Licensing Company (CLC).
All University coaches, administrators, and students should direct anyone looking for information about licensing or the licensing process to the Director of Athletic Marketing & Promotions, who manages the University's relationship with CLC.
The University Bookstore is the primary merchandise supplier for Athletics. The Assistant Director of Athletics for Internal Affairs is responsible for the oversight of the Department's merchandise operations at home athletics events.