The Ohio State University 2017 NACMA Marketing Team of the year SUBMISSION

OUR VALUES

We foster a culture that provides the opportunity to develop our student-athletes through success in academics and competition to achieve excellence in life.

Integrity • We will act with integrity and personal accountability.

Education • We will educate each student-athlete with quality academic, competitive, leadership and social experiences to build a sense of responsibility and foster an appreciation for life-long learning.

People • We will keep the well-being of our student-athletes, coaches and staff at the core of every decision.

Excellence We will excel in performance, achievement and service.

Respect • We will celebrate a climate of mutual respect and diversity by recognizing each individual’s contribution to the team.

Innovation • We will encourage innovation, develop a curious mindset and embrace change.

Community • We will enhance the lives of those in our university, city and state communities by helping and paying forward to others.

Tradition • We will build upon our traditions which have been developed throughout our proud history.

LETTER FROM THE AD

NACMA Marketing Team of the Year Selection Committee,

It is with extreme pride I recommend the Fan Experience and Promotions team at The Ohio State University Department of Athletics for the NACMA Marketing Team of the Year Award for 2017.

Buckeye Nation is a passionate and committed fan base at The Ohio State University. We are blessed to have a Fan Experience and Promotions department that is unbelievably talented and gifted who understands how to engage our fans. Creating an atmosphere where each fan has a remarkable experience thus providing one for our student athletes is truly special and our team is the best at it.

Sponsoring 36 sports, with 1080 student athletes and hosting over 250 events a year, our Fan Experience and Promotions team demonstrates creativity at its highest level so Buckeye Nation continues to see new and different.

The people are the power and life’s blood of any organization. These individuals are truly outstanding and make our department successful in numerous endeavors.

Innovation, creativity, execution and the ability to continuously proactively plan and respond to our communities has made this group successful. When you have team work and individuals of this caliber, they deserve to be celebrated.

Senior Vice President and Wolfe Foundation Endowed Athletics Director • The Ohio State University

J.T. BARRETT

"This will be my final year as a Buckeye, and it will truly be bitter sweet. Ohio State has provided me great opportunities as a student athlete and I'm grateful. I'm appreciative for THE PEOPLE I have met, THE TRADITIONS I've experienced, and THE EXCELLENCE my teammates and I have earned.

I want to give a huge shoutout to the Marketing staff for all the hard work they put in on gameday. Their willingness to pick our brains for ideas and feedback is appreciated.

I have experienced a number of awesome memories as a student at The Ohio State University. Many of which have taken place inside Ohio Stadium. For that, I thank our marketing staff. Go Bucks!"

J.T. Barrett • Junior Quarterback • Captain

URBAN MEYER

"The Fan Experience team combined with the Social Media and Creative Design units are the BEST DAMN Fan Engagement TEAM IN THE LAND.

Our Fan Engagement unit operates at a championship level by continuing to create a tremendous game atmosphere for our student-athletes and our fans. In addition, this unit provides numerous platforms and opportunities for our program to connect with our community locally and Buckeye Nation across the globe!

The gameday environment is crucial to our success on the field. I'm proud that this unit is focused and steadfast in ensuring "The Shoe" is the toughest place to play in America."

Urban Meyer • Head Football Coach

WOLSTEIN LEADERSHIP ACADEMY

In an effort to develop and nurture the leadership skills necessary for achievement on and off the playing field, the Ohio State Department of Athletics initiated the Wolstein Leadership Academy comprised of approximately 60 Ohio State student-athletes selected to participate in the development program based on recommendations from coaches.

"The Wolstein Leadership Academy is a comprehensive program crafted to assist our student-athletes on their personal leadership journey," T.J. Shelton, associate director of athletics, said. "They will be exposed to programming that will help define who they are as a leader and develop essential leadership skills.

"With the generous gift from the Bertram and Iris Wolstein foundation, our student-athletes will be exposed to Ohio State faculty, staff and alumni, along with business leaders from the community," Shelton continued. "These educators will teach competencies such as, self-awareness, emotional intelligence, effective communication and problem-solving strategies. The Wolstein Leadership Academy will give our student-athletes an opportunity to make meaningful connections within their team and community."

SHELBY HURSH

"Playing in front of such a huge crowd at Buckeye Field is one of the most amazing feelings in the world. Our fans are positive and bring so much energy to our stadium. Having traveled to several places during my career, I can truly say that the atmosphere at Buckeye Field is my favorite, and that is all thanks to our amazing Fan Experience team. I am so thankful for all of the hard work they put in to each and every event to make playing at Ohio State such a special experience for all of the student athletes."

Shelby Hursh • Senior Pitcher • Wolstein Leadership Academy

KYLE SNYDER

"Thanks to Buckeye Nation and the thousands of fans that show up at our matches, my experience as an athlete at Ohio State has been incredible. It is an honor to represent a school like Ohio State and a privilege to compete in front of record setting crowds on a yearly basis. I couldn't thank the fan experience department enough for creating fun atmospheres for the athletes and the fans."

Kyle Snyder • Junior Heavyweight

TAYLOR HUGHES

"Entering my junior year at OSU my experience has been unforgettable. Being surrounded by such great teammates, atmosphere, & fans makes this university incomparable. Anywhere you go everyone knows the tradition and what it means to be a Buckeye. My favorite part of Ohio State Volleyball is playing in Historic St.John Arena. This building brings in so many fans who are ready to cheer you on. As a team we can't wait to start next season in St.John and play in front of our fans."

Taylor Hughes • Junior Setter

CHRISTY BLOUGH

"The crowds this year have been amazing. The size and energy that Buckeye fans have been bringing to St. John Arena has had a large part in our success against some of the top teams in the country this season. These crowds have brought out the best in our team and created havoc for the opponents. The whole team is looking forward to playing in this great environment for the rest of the regular season, and hopefully the postseason."

Christy Blough • Senior Setter

BUCKS GO PRO INTERNSHIP

Comprised of 25 student-athletes representing 16 different sports, student athletes intern within the athletics department throughout the summer.

The third-year internship program strives to provide student-athletes valuable experience working within a university athletics department, while assisting them in their desired career paths. The student athletes work a minimum of 100 hours.

Student athletes also work collaboratively on a project that they present to the entire athletic department at the end of the summer.

FIVE GOALS OF THE BUCKS GO PRO INTERNSHIP

Provide the student-athletes with meaningful work experience in a professional setting.

Help enhance student-athletes’ resumes.

Teach student-athletes how to develop a network of colleagues.

Expand our student-athletes’ reference beyond their professors and coaches.

Help our student-athletes be better prepared for life after college and represent Ohio State with class in their professional endeavors.

VIDEOS

The vast majority of our student-athletes get to interact with our video department at one point or another in their college career. Whether it be moving headshots for the videoboard or feature videos, our student-athletes get to have a blast and be shown on the big screen for all to see.

JAE'SEAN TATE

Jae'Sean Tate • Junior Forward • Captain • Bucks Go Pro Intern

NATIONAL STUDENT-ATHLETE DAY

To celebrate National Student-Athlete day, we worked with the Student-Athlete Advisory Board to invite all student-athletes to a softball game and provide them a free meal from a local food truck.

Student-athletes also took part in typical game day duties such as participating in on field competitions, dragging the field and PA announcing.

pyrotechnics

For select sports, we are able to provide pyrotechnics for starting introductions or entrances. These end up being some of the best memories our student athletes have and provide some of the best photos.

BLOCK "O" SIGNATURE EVENTS

As a way to get our student-athletes and students together more, we partner with out Block "O" student sections to create signature events prior to an athletic season.

These events help generate buzz for student attendance heading into each sports season.

MLAX 101

Over 50 students attended our annual MLAX 101 event sponsored by the Block O held before the start of their spring schedule.. At this event, members of the Men’s Lacrosse team along with coaches spent 20 minutes talking with the students about lacrosse and the rules of the game and then there were different stations featuring lacrosse drills from face-offs to playing goalie. At the end of the event, students formed teams to participate in a mini-scrimmage with members of the team.

This spring, we will be hosting our inaugural Scarlet & Graymies awards show. This will be an "ESPY" type of awards show where students-athletes are invited to celebrate their accomplishments over the course of the year. The event will include:

  • A red carpet entrance
  • Social hour
  • Awards show

The show will be emceed by Paul Keels, our radio network host, and Kirk Herbstreit (Former Ohio State quarterback and current host of College GameDay) will interview award winners throughout the night.

FOOTBALL

vs. Michigan on 11/26/2016
on 4/16/2016

Men's Basketball

Averaged 12,324 fans per game
Based on $79,000 marketing & promotions budget

Women's Basketball

Averaged 5,218 fans per game
An increase of 8% from the previous year
Based on $79,000 marketing & promotions budget

Men's Hockey

Averaged 5,335 fans per game
Based on $60,975 marketing & promotions budget

Wrestling

Highest average attendance by nearly 3,000 fans per meet (94% increase)
vs. Penn State on 2/3/17. Fourth largest indoor crowd to ever see an NCAA wrestling match. Largest crowd to see a wrestling match in all of the NCAA in 2016-17.
Based on a $16,600 marketing & promotions budget

Women's Volleyball

Averaged 1,714 fans per game
vs. Penn State on 11/12/2016
vs. Wisconsin on 11/2/2016
Based on $26,000 marketing & promotions budget

Men's Lacrosse

Averaged 3,819 per game
vs. Michigan on 4/16/2017
Based on $20,000 marketing & promotions budget

Women's Gymnastics

Quad meet on 1/24/2017
Based on $11,250 marketing & promotions budget

Baseball

Based on $50,000 marketing & promotions budget

BUCKS ON US

Ohio State has always had "The Best Fans in the Land." But did you know that those fans can enjoy over 20 sports for free. That, combined with free parking and a product on the field that delivers excitement year in and year out, adds up to free fun for fans of all ages.

In order to celebrate Ohio State's free admission sports, the Department of Athletics officially launched the "Bucks On Us" campaign. Of the Buckeyes' 36 varsity sports, over 20 do not charge admission to regular season home events. Those sports are: cross country, fencing, field hockey, men's and women's golf, men's gymnastics, women's ice hockey, women's lacrosse, pistol, rifle, rowing, men's and women's soccer, softball, men's and women's swimming and diving, synchronized swimming, men's and women's tennis, track and field and men's volleyball.

A ticket into the contest isn't the only thing that's free at the "Bucks On Us" sports - there is also no charge for parking. Once in the venue, fans can also participate in free promotions, special giveaways and take advantage of concession offers for select games. After the game, many teams host meet-and-greets with student-athletes and coaches. In all, there are over 172 free events per year on Ohio State's campus.

MEN'S VOLLEYBALL

vs. Loyola Chicago on 2/11/2017. Record was broken two other times this season. (1,281 vs. UCLA on 1/7/2017 & 1,233 vs. Long Beach State on 1/28/2017)
Averaging 915 fans per match

SOFTBALL

Averaged 780 fans per game
vs. Purdue on 4/23/16

WOMEN'S SOCCER

Averaged 816 fans per game

WOMEN'S TENNIS

Averaged 160 fans per match
vs. Vanderbilt on 2/13/2016

SWIMMING & DIVING

Averaged 737 fans per meet

FIELD HOCKEY

vs. Miami (OH) on 9/11/2016

WOMEN'S LACROSSE

vs. Cincinnati on 2/19/2017

MEN'S SOCCER

vs. Virginia Tech on 8/26/2016
vs. Akron on 10/26/2016

Men's Hockey First Responders Faceoff

We worked with Apex Fire Services Apex which provides Central Ohio Fire Fighters with industry leading personal protective equipment care and maintenance and keeps first responders safe while on and off the job to be the presenting sponsor of this weekend series featuring Ohio State Hockey against Arizona State and also the second annual First Responders Game. Their President Is Don Zender who also serves as the Vice President of our Scarlet Liners Men’s Ice Hockey support group and Don’s and his group’s involvement has been crucial to the success of our annual First Responders Game that takes play after an Ohio State Men’s Ice Hockey game. This year, the game took place on Saturday, January 14 after Ohio State took on Arizona State and features Columbus Police Hockey taking on Columbus Fire Hockey and proceed from ticket sales to a combined ticket for both of these games go to benefit the Get Behind The Badge charity and the International Fire Fighter Cancer Foundation. The Ohio State game and the First Responders Game featured the following elements.

Pre-game there was an interactive display of emergency vehicles, fire apparatus, SWAT vehicles, K9 and horse mounted patrol as well as First Responder personnel.

A knocker ball soccer game at an Ohio State intermission featuring members of the Columbus Fire Hockey team against the Columbus Police Hockey team to promote and encourage fans to stay after the game for the First Responders game.

A ceremonial puck drop performed by the Franklin County Sheriff’s Office Bomb Squad robot during the Ohio State game.

First Responders/Apex Fire Services Game Elements

The Columbus Police & Fire Pipes & Drums performed with the Ohio State Band during the period between the Ohio State and First Responders game to entertain fans.

A remembrance video was created by Apex Fire Services that served as a tribute video all of those First Responders across Ohio who made the ultimate sacrifices and loss their lives while protecting and serving those in our communities.

A puck drop was performed by Columbus Firefighter Mark Rine. In 2012, Mark was diagnosed with stage 4 Melanoma and is the Director of the non-profit Skin Love foundation that provides education and training to firefighters in an effort to prevent cancer. Mark has been instrumental in getting Ohio Senate Bill 27 passed, a law that provides Ohio firefighters medical and pension coverage if they are diagnosed with cancer from their career as a firefighter.

There were raffle tickets sold by Apex Fire Services throughout the First Responders Game for prizes and proceeds benefitted the Get Behind The Badge charity and the International Fire Fighter Cancer Foundation.

FOOTBALL SPRING GAME

Our football program is built on creating an environment of competition. We creatively adapted his philosophy, and used our spring game to engage our students, fans, and former Buckeye football players in a creative, FUN and competition manner.

Our ultimate goal was to create a fun engaging event not only for our fans, but for our student athletes, and alumni. We wanted to host an event, not just a football game that would transcend spring games and how people perceive the event. We were looking to host an All-Star/Pro-bowl type of event that fans would appreciate and anticipate each year! In conclusion, we set the NCAA Spring Game Attendance record at 100,189.

Students race against current Buckeyes to see who has the fastest 40 at Ohio State.
A student participates in a halftime throwing contest.
A student attempts to top Cardale Jones in a throwing contest at halftime.
Former Buckeye Michael Thomas tries his hand at tossing the football at halftime.

STUDENT PRACTICE

We host a Spring Football Student Appreciation Practice a week prior to our spring game. The student practice is an opportunity to engage with our students in an environment that is comfortable for our student athletes. In addition the goal of the student practice is to generate excitement for the annual spring game that typically takes place the following weekend.

Our student body had the opportunity to watch practice, warm up with their classmates, participate in drills, and learn football traditions.

At the conclusion of the student practice, students competed with each other to earn the right to race against select football student athletes at half-time of the Spring Game.

Reported Attendance – 2,000+ Students at the event.

EXPERIENCE APP

For the 2017 Football season, we partnered with the Experience app to offer different fan experiences for two games. Also, seat upgrades were offered for those two games as well.

The total revenue generated from just two home football games was roughly $35,000.

Experiences that were offered:

  • Blackwell High Five Tunnel $75 (10 available)
  • Buckeye Walk Experience $500 (4 available)
  • Early Entry into the Stadium $10 (500 available)
  • North Rotunda High Five Tunnel $75 (20 available)
  • On-Field Carmen Ohio $500 (10 available)
  • Personal message on the videoboard $200 (10 available)
  • Photo with Brutus $25 (20 available)
  • Pregame Field Access Pass $100 (50 available)
  • Pregame photo on the 50 $20 (250 available)
  • Pregame Home Team Tunnel Experience $150 (30 available)
  • Spirit Squad Anthem Buddies $40 (40 available)
  • Stadium tour $15 (40 available)
  • Locker Room Tour $75 (20 available)

GIVEAWAYS

Below are a few of our favorite giveaways to fans this season.

Camo Croakies, Baseball Sunglasses, 90's hat and Baseball Pennant Tank Top
Ohio State Hawaiian Printed Shirt
Superhero Capes
Ohio State Playing Cards
Ohio State Socks. The results of the giveaway led to 909 students showing up for a weekday match, which was our second highest student attendance at Women's Volleyball in Ohio State history.
Ohio State Wrestling Masks
Ugly Holiday Sweater T-Shirts
Ohio State Star Wars Decals
Brutus 50 Bobbleheads
Ohio State Friday the 13th Goalie Masks
Ohio State New Years Eve Hats

GLOW WANDS

For our three sports that compete in the Schottenstein Center, we purchased glow wands to be used during starting introductions.

These glow wands created a cool effect and really generated an awesome atmosphere leading into the start of the games they were used.

PINK GAME

For our Women's Basketball Pink Game in February, we had five cancer survivors join us on the court and be announced with our team during starting introductions.

The survivors got to join in the huddle with the team as well and got a great ovation.

MOST VALUABLE PROFESSOR NIGHT

Prior to a Women’s Basketball game in January, we asked our student athletes to invite a professor or member of the support staff that has had a great influence on them in their academic careers.

Professors and support staff were announced during starting introductions and walked out with the student athlete who invited them.

They also joined the huddle with the team prior to them taking the court for the game.

NATIONAL GIRLS & WOMEN IN SPORTS DAY

Prior to a Women’s Basketball game in February, we invited local girl scouts to participate in a meet & greet with our female student athletes on the concourse. Each team led interactive stations and had a great time.

After doors opened for the game, the general public was also able to interact with our student athletes.

BUCKEYES ON THE BLACKTOP

Buckeyes on the Blacktop was an opportunity for our student athletes to showcase their basketball talents to generate excitement for the upcoming season. The event was structured to mimic an all-star type of program that featured:

Three Point Contest, Skills Competition, Dunk Contest and other Student Promotions.

The RPAC courts were decked out with banners leading up to the event to help promote it and brand the area.
Former Ohio State walk-on and writer for The Ringer emceed the event.
Delta gave away special Buckeyes on the Blacktop shirts to all students in attendance.
A snapchat geofilter was purchased to have students and attendees interact on social at the event.

3D CHALK ART

Prior to the Nebraska football game, we worked with a local chalk artist to create a 3D chalk illustration of Brutus Buckeye.

The idea was to have fans stand next to Brutus to create an Ohio State favorite O-H-I-O.

In all, the piece took nearly 10 hours to complete. Many fans interacted with the art while tailgating throughout the day or upon entry to The Shoe.

BRUTUS HAS MOVES

For the first time, Brutus and our Dance Team performed during a timeout in the South endzone of Ohio Stadium.

The dance was capped off with pyro off the scoreboard.

PART II

Our mascot coach was dressed up as a non-suspecting usher and when Brutus egged him on to dance during a media timeout, this happened.

SCHEDULE POSTERS

For the 2016-17 sports seasons, our schedule posters focused on a strong visual template that could translate across all 22 posters that were created.

FACILITY BRANDING

During the 2016-17 athletic season, a few of our facilities were updated with a new look. The majority of these updates took advantage of preexisting locations in the facility and added a great look and feel to the venue.

All of the photos of facilities below have been updated in the past year.

JESSE OWENS MEMORIAL STADIUM

BUCKEYE FIELD

BILL DAVIS STADIUM NICK SWISHER FIELD

OHIO STATE ICE RINK

OHIO STADIUM CLUB ENTRANCE

MUSIC & CANNON FIRE

1916 Ohio State Buckeyes Football

  • 27th season (est. 1890)
  • Head Coach: John Wilce, 7-0 (4-0 in conference)
  • 1st undefeated & untied season
  • 1st Big Ten title (known as Western Conference)
  • 1st victory over Indiana & Wisconsin
  • 128-0 vs. Oberlin: Most points scored & highest margin of victory in school history
  • All-Americans: Bob Karch & Chic Harley

Charles William "Chic" Harley

  • Born: September 15, 1894. Died: April 21, 1974
  • Ohio State QB, HB, SAF, P, K
  • WWI Army Pilot
  • Ohio State's 1st Consensus & 3x All-American
  • College Football Hall of Fame Inductee
  • First-team HB, Associated Press CFB All-Star Team
  • 8.74 PPG (school record)
  • 4 INT in 1919 vs. Team Up North (school record)
  • Led Ohio State to their 1st victory over Team Up North
"If you never saw him run with a football, we can’t describe it to you. It wasn’t like Red Grange or Tom Harmon or anybody else. It was kind of a cross between music and cannon fire, and it brought your heart up under your ears."

- Author and native Ohioan James Thurber on Chic Harley

Alternate Uniforms

Ohio State's 1916 alternate uniform showcases aesthetics seen on the original 1916 design, such as vertical striping on the front panel and shoulder pads. Additionally, new elements, derived from James Thurber's famous Chic Harley "Music and Cannon Fire" quote, are illustrated through a custom interior jersey patch (also featured on custom insoles for cleats) and the textured, matte black "Cannonball Helmet."

Game Elements

Many of the elements for the game vs. Nebraska encompassed a throwback feel to go along with the jerseys.

For the game program, our design team created a cover that mimicked a cover from the 1916 season.

COLLECTORS CUPS

Throughout football season we debuted new collectors cups each week. Some were game themed, like the Nebraska Chic Harley throwback cup or Ohio State vs. Michigan cup and some were more generic Ohio State branding.

These cups transcended football and were also sold at other sporting venues to our fans.

SCHOTTENSTEIN CENTER MARQUEE

To help promote events in the Schottenstein Center, as well as other Ohio State athletic events, an electronic marquee was installed on the exterior of the building.

The marquee not only informed those who were walking/driving by of upcoming events, but also acted as a branding tool for the building.

"LASERS"

For the second time in two years, we placed lasers in our home team tunnel for when our football team entered Ohio Stadium. This year, we expanded it further and added a laser grid system and some ambient lights to really create an awesome effect when the team ran down the tunnel.

The team entrance was captured using a full 360 video, which can be viewed below.

AUGMENTED REALITY

For the 2016 season, our department licensed technology to incorporate augmented reality into our football schedule poster. Schedule posters over time have become stagnant and we were looking for a way to encourage engagement with our fans using the poster.

The original augmented experience created for the schedule poster was an interactive building of the poster in real time.

Each week we updated the augmented experience to include highlights that let the fans relive the past weekend's game.

In all, 7,582 users engaged with our augmented experience in our first trial run.

FAN EXPERIENCE T-SHIRT

Every year we develop a t-shirt that we can use the entire season at all of our home athletic events to throw out to fans. This season, we used the Aurasma app to give a little extra flair to our t-shirt. When scanned with the Aurasma app, the t-shirt came to life, producing a video of fans engaging at our events.

360 PHOTOS

This year we tried to capture amazing moments via our 360 camera and share them with our fans. We wanted to show awe inspiring photos, as well as places a fan may not be able to see. These photos ranged from Kyle Snyder's recognition at the 50 yard line during a football game to inside our basketball team's huddle.

Our full 360 page can be found here.

BrutMOJIS

As a way to enhance our Brutus 50th Birthday celebration, this past summer we rolled our Brutus Emojis of the six different versions. Fans absolutely loved the emojis so we added an additional 25 stickers that fans can use! This has been one of our most successful social media interaction campaigns.

Over 50,000 visits on the webpage throughout the course of the year.

Brutmoji Snapchat Stickers

To keep the Brutmoji craze going, we utilized Snapchats scissors feature and created seasonal Brutmojis that fans could use as stickers when they send snaps.

YourMoji

We also partnered with YourMoji to provide fans with a keyboard to send Brutmojis to their friends. We were also able to add different renditions of Brutmojis as well as gifs and other material for the fans.

Giphy

We utilized a Giphy channel to save our favorite Ohio State gifs to let fans share with others.

In total 315 gifs were uploaded to the channel.

BUCKEYES IN RIO

As a way to follow our Buckeyes in the Rio Olympics, we created gifs to share on social media that we "postcards" from Rio. This allowed our fans to really keep track of all the current and former Ohio State student-athletes who were competing in the games.

A webpage was also created to help follow along with all the action over the summer, which can be found here.

SPECTACLES

Snapchat Spectacles gave us the opportunity to showcase a true behind the scenes of our student athletes, as well as give the fan a look at gameday atmosphere. The ability to look around on the video immerses the fan and gives them the feeling of actually being there.

Below you can find a few videos that we posted on our Brutus Buckeye snapchat this season.

O-H-5-0

This summer we ran a social media campaign to finish off our entire year of celebrating Brutus’ 50th Birthday. Fans were asked to submit pictures of them doing O-H-I-O in different states. Our goal was to get a picture from every state throughout the summer campaign. We ended up receiving ALL 50 states as well as several countries from fans. This was an organic campaign and we gave away no prizes, just a chance to come together as Buckeye Nation for a common goal.

Photos were collected using #Brutus50 on Twitter and Instagram.

Over the course of the summer, we were able to compile an O-H-I-O user submitted photo from each of the 50 states.

RUN WITH BRUTUS

This social media campaign was run during the election season. Fans could submit a video of why they should be Brutus’ Running Mate and receive two tickets to Football vs. Nebraska and run into the stadium down the band ramp with Brutus at the beginning of the game. We had about 25 video submissions from fans in all age ranges.

Two of our favorite submissions are below as well as a photo of our winner.

Our Run With Brutus winner after he ran onto the field with Brutus

Flashback February

Throughout the month of February, fans were invited to submit a throwback picture of them wearing Ohio State gear. After selecting the top four submissions, fans were able to vote on Facebook by liking their favorite flashback picture. The winning picture received a Spring Game prize pack that included tickets, shirts, and other fun Ohio State items.

MASCOT MONDAY

Every Monday on our social media accounts we give away something. It is ran through social accounts of our specific sports to gain more followers for their pages but it is promoted through Brutus’ account. It can be anything from tickets to merchandise to the item of the game.

The point being to include a ticket link in the initial post to get more people to view our Ticketmaster pages.

BY THE NUMBERS

6,500,843 follows between all our our accounts

Facebook

  • Athletics Main 2,163,705
  • Baseball 9,800
  • Fencing 1,760
  • Field Hockey 3,617
  • Football 716,508
  • Men’s Golf 6,224
  • Men’s Gymnastics 6,287
  • Men’s Lacrosse 10,940
  • Men’s Soccer 9,600
  • Men’s Swimming & Diving 7,025
  • Men’s Volleyball 11,786
  • Men's Basketball 178,772
  • Men's Hockey 18,430
  • Men's Tennis 3,182
  • Rifle 1,238
  • Softball 7,541
  • Spirit Squad 27,482
  • Synchronized Swimming 2,708
  • Track and Field 12,583
  • Women’s Basketball 12,959
  • Women’s Golf 2,435
  • Women’s Gymnastic 6,310
  • Women’s Hockey 2,280
  • Women’s Lacrosse 15,963
  • Women’s Rowing 1,999
  • Women’s Soccer 3,056
  • Women’s Swimming & Diving 2,295
  • Women’s Tennis 2,083
  • Women’s Volleyball 10,489
  • Wrestling 23,394

Twitter

  • Athletics Main 403,165
  • Baseball 18,817
  • Diving 191
  • Brutus Buckeye 150,855
  • Fencing 59
  • Field Hockey 2,558
  • Football 113,487
  • Men's Basketball 71,020
  • Men's Golf 3,004
  • Men's Gymnastics 2,123
  • Men's Hockey 12,968
  • Men's Lacrosse 15,128
  • Men's Soccer 5,315
  • Men's Swimming 1,995
  • Men's Tennis 3,015
  • Men's Volleyball 4,440
  • Rifle 408
  • Softball 9,770
  • Spirit Squad 2,918
  • Synchronized Swimming 280
  • Track and Field 2,963
  • Women’s Lacrosse 3,714
  • Women's Basketball 7,491
  • Women's Golf 1,964
  • Women's Gymnastics 2,803
  • Women's Hockey 3,699
  • Women's Rowing 2,088
  • Women's Soccer 3,346
  • Women's Swimming 3,391
  • Women's Tennis 1,770
  • Women's Volleyball 7,725
  • Wrestling 35,272

Instagram

  • Brutus Buckeye 130,106
  • Football 448,682
  • Baseball 11,202
  • Cheerleading 11,780
  • Diving 1,879
  • Field Hockey 1,436
  • Men's Basketball 67,465
  • Men's Golf 690
  • Men's Gymnastics 2,585
  • Men's Hockey 7,149
  • Men's Lacrosse 16,303
  • Men's Soccer 2,523
  • Men's Swimming 1,037
  • Men's Volleyball 1,570
  • Track and Field 1,434
  • Rifle 438
  • Softball 6,246
  • Synchronized Swimming 2,201
  • Women’s Lacrosse 4,079
  • Women's Basketball 5,348
  • Women's Golf 588
  • Women's Gymnastics 6,661
  • Women's Hockey 972
  • Women's Rowing 2,639
  • Women's Soccer 861
  • Women's Swimming 1,049
  • Women's Tennis 386
  • Women's Volleyball 6,875
  • Wrestling 24,988

SNAPCHAT FILTERS

This season, we tied in our game themes or giveaways with Snapchat geofilters. These were fun (and usually cheap) ways to give a complete 360 degree experience to our fans.

Below are a few of our favorite filters from the year.

Football Traditions Video

Every year as the chill of autumn begins to settle, this great state begins to stir. Championship dreams awaken, and Heisman greatness takes form. Loyal followers fill this colossus of steel and stone with their roars of passion. History is given life from the breath of memories and legends passed down from generation to generation with a glimmer of hope that the future shall always remember its past. It is more than power and pageantry, It lives beyond ritual and routine. Tradition is an idea, And ideas are indestructible.

PLAYERS VS. COACHES

During practice for the College Football Playoff, head strength coach Mickey Marotti decided to change things up and have coaches (and support staff) face off against the players in a series of drills including a punt return contest and goal line stand drill.

The goal line stand video included former Florida linebacker and current Ohio State Football staffer Ryan Stamper showing off his skills on the defensive end of the ball.

The goal line stand video generated 1,124,537 view on Facebook and 12,171 shares.

The punt return video generated 291,023 Views on Facebook and 1,681 shares.

I TOLD MY KIDS WE'RE MICHIGAN FANS NOW

Leading up to our Football game vs. Michigan, we decided to have fans submit videos of them telling their kids that they were now Michigan fans.

The results were hysterical and we played a few of these videos during our Men's Basketball game the week of the Football game.

Men's & Women's Basketball Intro Videos

I RISE

Videos to pump up the crowd late in a game are a necessity. As a different way of getting the crowd energized, we created a few videos using lyrics of poems. Our favorite, "I Rise" by Maya Angelou.

Perhaps an unintended bonus in the video is our men's basketball team struggled in conference play and this video showed the teams will to rise.

JOEY ON CAMPUS

Everyone loves a walk on. To show off our own Joey Lane's personality, we created a few "man on campus" videos where he subtly makes fun of himself. Each video ended with him doing an activity on campus.

BUCKEYES CARE DAY

More than 2,000 people enjoyed a day with the Buckeyes before Ohio State-Tulsa game. Pizza, sports and a ton of smiles were all on display at French Field House during Buckeyes Care Day.

The Ohio State Department of Athletics, in partnership with Donatos, AEP, Kroger and WBNS 10TV and 97.1 The Fan, held its third annual Buckeyes Care Day before the home football game against Tulsa. A brief program was held to launch the event, while additional mentions and recognitions took place during the Buckeyes’ big win over the Broncos at Ohio Stadium.

More than 600 pizzas were ordered from Donatos for those in attendance to enjoy, while 11 Ohio State varsity programs were present for a meet and greet with the youth. Twenty-three community organizations, which all have made an important impact around the state of the Ohio, were also invited to Buckeyes Care Day.

The four pillars of the program are fitness, wellness, education and public service. The goals and objectives of Buckeyes Care are to:

Organize and highlight current outreach initiatives under an overarching community umbrella.

Engage, educate and inspire the community.

Build community goodwill.

KIDS KICKING CANCER

Kids Kicking Cancer clinic was held in the Woody Hayes Athletic Center on Sunday, September 18th prior to the Ohio State vs. Rutgers game.

University Hospitals Seidman Cancer Center, Rainbow Babies & Children's Hospital and Nationwide Children's Hospital all partner together to invite kids with cancer or blood diseases to come out as well as siblings.

  • Ohio State and Rutgers Student Athletes put on a clinic from 9:45 AM - 11 AM and had a meet and greet and group photo directly following.
  • Everyone received a free lunch and bus tour of the Ohio State University's campus.
  • After the tour, everyone was dropped off at the stadium where they watched the game at 2 p.m.

2ND & 7 FOUNDATION

Each year, February 7 marks Second and Seven Day, an annual celebration for the foundation to fight illiteracy established by former Buckeye football standouts Ryan Miller, Mike Vrabel and Luke Fickell. On Feb. 7 and throughout the month, Ohio State student-athletes visited schools in central Ohio to read to young students and promote literacy.

SOLES 4 SOULS

Through its Buckeyes Care outreach program, the Ohio State department of athletics participated in or led several community or campus involvement activities in February.

In one case, the Buckeyes truly are putting their best foot forward. Starting last May, nine Ohio State student-athletes traveled to Costa Rica as part of the Soles for Souls program to donate shoes to hundreds of children in need.

In February, the department held three shoe drives at men’s and women’s basketball and men’s ice hockey games that collected more than 1,050 pairs of shoes.

Men's Hockey First Responders FACEOFF

We worked with Apex Fire Services Apex which provides Central Ohio Fire Fighters with industry leading personal protective equipment care and maintenance and keeps first responders safe while on and off the job to be the presenting sponsor of this weekend series featuring Ohio State Hockey against Arizona State and also the second annual First Responders Game. Their President Is Don Zender who also serves as the Vice President of our Scarlet Liners Men’s Ice Hockey support group and Don’s and his group’s involvement has been crucial to the success of our annual First Responders Game that takes play after an Ohio State Men’s Ice Hockey game. This year, the game took place on Saturday, January 14 after Ohio State took on Arizona State and features Columbus Police Hockey taking on Columbus Fire Hockey and proceed from ticket sales to a combined ticket for both of these games go to benefit the Get Behind The Badge charity and the International Fire Fighter Cancer Foundation. The Ohio State game and the First Responders Game featured the following elements.

Overall, there were 27 groups that purchased over 1,350 tickets through Apex Fire Services who built a separate website (http://firstresponderfaceoff.com/) to sell tickets to their sponsored game. Their sponsorship was instrumental in making this the best First Responders Game to date for Ohio State Athletics.

The week leading up to this game, Don Zender and Apex Fire Services used their connections to arrange for student-athletes from our Men’s Ice Hockey team to visit the Columbus Fire Academy and the Columbus Police Academy to learn more about what they do and also to interact with members from each of their hockey teams. Photos and videos from this visit were used to promote these games further.

TEDDY BEAR TOSS

The annual Teddy Bear Toss game for Men's Hockey is where fans are encouraged to bring a new stuffed animal to throw on the ice during the first intermission to be donated to the Ronald McDonald House Charities of Central Ohio.

Over 1,000 teddy bears were collected and the teams will be going to visit the Ronald McDonald House later this March to donate the bears.

OHIO STATE ATHLETICS STREET TEAM

  • 12 members who generate awareness in the community, on campus and at our sporting events for all of our teams.
  • One day a week in the fall and spring, they are on the oval passing out information and giveaways and doing competitions to promote events that week. Days vary in order to capture different crowds and groups of students.
  • Attend community events such as Daisy Dash, Worthington Kids Fest, Fam Jam and Oktoberfest to promote Bucks On Us games for upcoming seasons - total number of 66,000 people.
  • Attend Men's Basketball, Women's Basketball and Men's Ice Hockey and set up "Letters to Brutus" as well as other fun games to engage with youth and promote Bucks On Us sports.

OHIO STATE HONORS FALLEN NEBRASKA PUNTER SAM FOLTZ

Earlier this year, the Big Ten lost a member of its family as Nebraska punter Sam Foltz was tragically killed in a July car accident. The Ohio State football team ensured he was not forgotten when the Huskers visited Columbus Saturday night.

Before the game, the Ohio State specialists met with the Foltz family and some of Sam's teammates to present them with an Ohio State helmet featuring 27 Buckeye leafs representing the number Foltz wore at Nebraska.

The Block "O" student section created a card stunt to honor Sam during the first Nebraska punt of the game.

An "SF27" decal was created and placed at the end of the Nebraska ramp.

The Ohio State Marching band finished their halftime show with a tribute to Sam as well.

In which three pillars do you feel your campaign was most successful?

Fan Development

We are fortunate to have Buckeye Nation, the most passionate fan base in the country. As fan developers, we are tasked with telling the story of Ohio State Athletics and cultivating new fans daily. We are providing fans opportunities to consume our product via purposeful and strategic plans.

This year, we developed our “Bucks on Us” campaign. The campaign focused on marketing and promoting our FREE sports here at Ohio State. The new initiative served as a robust platform to identify new fans, development those fans, and expose them to Ohio State Athletics.

Through the “Bucks on Us” Campaign, we increased attendance for a number of Olympic sports, by setting (10+) attendance records this academic year. Not only is this program assisting us in building stronger attendance, but this program exposed Ohio State Athletics to non-traditional fans. Through our research, we have seen an increased amount of NEW fans attending our sporting events. The program is providing us an opportunity to prospect, expose, and develop new fans. We believe this campaign speaks to the Fan Development pillar.

Please describe how your campaign can be shared as a best practice for other college marketing programs nationally.

At Ohio State we are proud to sponsor a large number of diverse sport programs. Our broad-based athletics department provides our marketing team an ideal platform to deploy a multitude of unique strategic marketing campaigns. We pride ourselves on implementing purposeful and practical marketing campaigns designed to scale, in efforts to fit the specific needs and objectives of each sport. We believe that all college marketing programs nationally can find inspiration via our broad-based marketing campaigns, because we are tasked to market, promote, and brand so many different sport programs annually.

Why do you feel your team deserves this honor?

We believe everyone who submits for the NACMA Team of the Year award is absolutely deserving of the acknowledgment. We understand and appreciate all of the effort it takes to operate at a high level, consistently. What we believe sets our Fan Experience unit a part from the other institutions is our ability to maintain a high level of success across our entire athletics profile. We take pride in ensuring that all of our programs have the support that they deserve. From setting an attendance record at Men’s Volleyball to hosting 100,000 fans at a Football Spring, every event is an opportunity for us to create remarkable experiences for our fans and student-athletes.

We truly believe we root our marketing strategies with NACMA’s three pillars in the forefront of our planning each year. From our “Bucks on Us” campaign, focusing on engaging a new demographic of our community, to the O-H -5-O social campaign highlighting Buckeye Nation across the country; we are confident that NACMA’s pillars are firmly weaved in our unit’s DNA.

Made with Adobe Slate

Make your words and images move.

Get Slate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.