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Elements of Communication Planning

8/4/2014
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BACKGROUND

Founded in 1856, the University of Maryland College Park (UMD or UMDCP) is the flagship institution

of the University System of Maryland. Since 1892, has been an active participant in intercollegiate

athletics. In 1952, the University of Maryland became a founding member of the Atlantic Coast Conference

(ACC). However, drops in both the donor base and revenues derived from football and mens basketball

have put UMDs athletics department in a more precarious financial situation than the revenues from the

ACC could offset.

The situation became so dire, President Loh accepted a recommendation to cut eight athletic

programs to offset its budget deficit. In November of 2012, UMD accepted an invitation to join the Big Ten

(recently rebranded B1G Conference, or simply, B1G) in turn netting a projected $100 million over the first

six years of the partnership. President Lohs appeared to paint the picture that this decision was a primarily

of a financial nature, one which has remained unpopular with current students, alumni, local reporters, and

fans of other ACC teams.

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Even with the partnership with the Big Ten, UMD athletics finances are not projected to be balanced

(a stated goal of the University) until 2025.

It is imperative that the rhetoric behind UMDs move to the Big Ten be distanced from the state of

their athletics budget. UMDs poor performance against the other Big Ten teams (4-44-1) in football has led

to criticism by fans and reporters that University of Maryland will be of being in a basketball-centric

conference have led to criticisms by fans and the press that University of Marylands priorities wont be

heard in the football school heavy Big Ten.

EXTERNAL ENVIRONMENT

University of Maryland athletics is not alone in their financial struggles. The 2014 UMD fiscal budget

overview reports that of all 120 Football Bowl Subdivision (FBS) teams in 2011, only 23 operated with a net

surplus. The median net deficit for the remaining 97 schools was $10.2 million, much larger than the $4

million deficit UMD athletics posted in 2011. However, the ACC, seeking to prevent universities leaving or

being lured away, instituted a $52 million fee to exit the conference. When UMD made public remarks that

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it would seek to negotiate for a lower fee, the ACC sued and withheld nearly $15 million in annual revenue

that would normally go directly to the athletics budget.

The ACC has effectively used the withholding of

money and resulting lawsuit to damage UMDs
reputation. Reputation management is key.

The university is not the only school moving to the Big Ten. Rutgers University will be joining the Big

Ten on July 1 as well. The move was made by the Big Ten in order to tap into the New York City number one

ranked TV market, despite being located 40 miles from NYC. University of Maryland, by contrast, is located

between two weaker markets in Washington (#9) and Baltimore (#26). Another difference between the

situations at Rutgers and Maryland is the exit fee levied against it by its former conference, the American

Athletic Conference (AAC). Rutgers and the AAC were able to reach a settlement on a final fee of $11.5

million, reduced slightly from the $15 million originally requested. Lastly, Rutgers has fared markedly

worse against its future opponents in the Big Ten in basketball than University of Maryland.

UMD can leverage this new partnership to generate

excitement in a key recruiting base for its students and
athletics.

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Competition

University of Maryland athletics competition can be as restrictive as local colleges or become as

expansive as other opportunities for entertainment, like movies, plays, and concerts. For the sake of this

outline, the term competition" will be defined as such: Direct and indirect opposition to UMD athletic

event ticket sales and revenue streams derived from said sales.

Using that definition, the clearest competitive hurdle UMD must overcome is the abundance of

sporting alternatives, both collegiate and professional in the area. Using strict definitions, a UMD football

game faces no less than 5 sporting events on a given Saturday.

The strategies and tactics must incentivize

attendance to UMD events for all publics.

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University of Marylands location makes the competitive environment a double-edged sword, due to

its geographic location between Washington, D.C. and Baltimore. It also makes the goal of consistent

messaging more difficult, as the demographic makeup of Baltimore and Washington, D.C. differ.

Strategies and tactics must appeal on greater level to multiple

constituencies.

Not only is the university competing with other schools like Johns Hopkins and Towson, it must

compete with Georgetown, George Mason, not to mention Virginia Tech, University of Virginia, and other

Virginia schools, who also receive coverage in local DC newspapers and blogs. However, University of

Maryland is the only DC area school that has its own dedicated blog and team of reporters on The

Washington Post (Terrapins Insider). Not even Georgetown receives such thorough coverage.

Despite the crowded local collegiate sports environment, UMD

athletics is popular in the media already, so creative content
that will drive engagement should be the focus.

Situation Analysis

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The University of Maryland athletic department has made a financially motivated move to an athletic

conference that strips UMD of its traditional rivalries and establishes it as an outlier in the traditionally

Midwest-focused B1G. As a public university, the administration has been transparent in the financial state

of the athletics department and how the conference realignment will alleviate the pressure, which has led

to discontent among local reporters, alumni, and current students, whom all view it as a money grab that

ruins years of great rivalries.

The opportunity lies in rebranding the move to the Big Ten as a chance to move to a more stable

conference that will enable UMD to broaden its outreach to new recruitment bases, become competitive in

basketball again, and eventually re-establish cancelled programs.

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Goal

In order to change the attitude behind UMD leaving the ACC, position the conference realignment as

a move to establish UMD as the flagship Mid-Atlantic school for the Big Ten.

Objectives

1. Increase excitement among current students and alumni base in order to obtain 1,000 new

sources of donations by end of 2014 football season (January 31 2015).

2. Inform B1G alumni living near UMD & UMD alumni in Big Ten states about UMDs athletics

partnerships by end of 2014-15 football season (31 January 2015).

3. Inflate endowment levels at the University of Maryland by 1% ($8.7 million) by start of the 2015

football season (August 31 2015).

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Key Publics

This communications plan will target three key publics: Current students (and recent graduates,

older alumni, and Big Ten alumni located in the DMV. In order to achieve its goal, the University of

Maryland needs to engage these audiences through online and offline channels.

Key Public #1: Current Students and Recent Graduates

On-campus surveys throughout the run-up to the University of Marylands entrance into the Big Ten

Conference have indicated that current students are against the move to the new conference. Reasons are

primarily centered on the lack of success UMD has had against Big Ten opponents in football and the

geographic distance from other Big Ten opponents. Their motivations are a return to athletic success and

minimized costs for attending games.

INFORMATION SOURCES: They gather information from The Diamondback, the campus newspaper, and

blogs like Testudo Times, a part of the SB Nation website and social media handles like @umterps.

INFLUENCERS: Fellow students, parents, peers at others schools

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MOTIVATING SELF-INTERESTS: Athletic success, low ticket prices, bragging rights

ASSOCIATED OBJECTIVE: Increase excitement among current students and alumni base in order to

obtain 1,000 new sources of donations by end of 2014 football season (January 31 2015).

Key Public #2: Potential Donors to the Athletics Department (alumni more than 10 years

removed from UMD)

Potential donors to the athletics department are alumni who have been out of school for at least a decade.

As a key public that is generally less actively connected to the athletics of the university, these alumni are

motivated by the success of the mens basketball and football, the two most visible athletics teams. The

most recent major athletic success was the mens basketball championship in 2002. That, combined with

the instability in the football program, has combined to see donations decrease since 2006.

INFORMATION SOURCES: They gather information through traditional media like The Washington Post,

the Terrapin Insider blog, and alumni associations. Social media is also a source of information, albeit to a

lesser degree as the age of the alumnus increases.

INFLUENCERS: Family, friends, alumni associations.

MOTIVATING SELF-INTERESTS: Reputation of athletics teams, ROI on donations, low ticket prices.

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ASSOCIATED OBJECTIVE: Inflate endowment levels at the University of Maryland by 1% ($8.7 million) by

start of the 2015 football season (August 31 2015).

Key Public #3: Big Ten alumnus located in DMV area

When Maryland enters the Big Ten on July 1st, it will be in the lower quartile for alumni donations. Even

during its last year in the ACC, UMD ranked in the lower half for alumni donations. This includes funding for

athletic programs. In order to offset this loss of income, University of Maryland should take advantage of

the 91,000 active B1G alumni in D.C. area to sell tickets to athletic events, include the Big Ten basketball

tournament, which comes to D.C. in 2017.

INFORMATION SOURCES: They gather information through local media sources like The Washington

Post, social media, blogs like Land-Grant Holy Land on SB Nation and their respective alumni associations

INFLUENCERS: Alumni associations,

Framing

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The University's athletics department has been framing its move to the Big Ten as a move to a more

financially stable conference, despite its strong historical ties to the ACC. By ignoring the financial reality of

its move, it has allowed other outlets to carry that message and frame it as a negative thing. Based on the

values of the University of Maryland, the messages should be framed with the following words/phrases.

Fiscal Responsibility

The University of Marylands athletics department is aiming to be financially self-sufficient by 2018, a feat

that few other FBS teams actually do. This will not only eventually save the school money, but also state

taxpayers. This boon needs to be highlighted in order to distance the department from the fiscal

irresponsibility of the past.

Globalization

The Big Ten Network is in 19 of 20 major television domestic markets. Furthermore, it is unique as the only

college cable sports network available outside of the United States. The University is aiming to leverage

this exposure to expand its brand through a new channel, both figuratively and literally. This exposure will

in turn inform potential applicants to the University.

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No Longer an Outcast

Prior to the University of Maryland leaving the ACC, the geographic center of the ACC was 45 miles

southeast of Greensboro, North Carolina. Even with the additions of Syracuse, Pittsburgh, Notre Dame, and

Louisville, the geographic center of the school is still only 12 miles north of the North Carolina/Virginia

border. Past athletic directors and coaches have even been quoted as calling the ACC the All Carolina.

The B1G Conference has already shown a greater willingness to acquiesce to UMDs requests, as

evidenced by their pursuit and admittance of Johns Hopkins University as a mens lacrosse member.

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Messaging

The following messages will be used to achieve the goal of rebranding Marylands conference shift in a

positive light, while achieving the objectives of raising ticket sales and donations to the athletics

department.
Organi

Key
Message #1
UMD classrooms are already B1G
zation
al

1. The Big Ten Network is available in over 20 countries.

(all key publics)

2. Center for World University Rankings placed UMD #50 in

Sub
the US.
Messages: 3. There are 4 Big Ten schools in the Top 25 CWUR world
rankings; ACC has 0.

Key
Message #2
UMD students are already B1G

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Organizational (all key publics) Organizational

1. Geographic center of ACC is over 400 miles away from
UMD.
2. Out of state students come from (in order): NJ, NY, and PA.

Sub
Messaging

Key
Message #3
UMD is already B1G
Sub Message 1. At 37,631, UMDs enrollment is the greatest in the ACC
2. 13 of the 14 B1G Ten schools are public, land-grant
universities like UMD.

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(all key publics)

Strategies and Tactics

Key Public #1: Current Students and Recent Alumni

Strategy 1: Leverage relationship with student newspaper

Tactic #1: Publish B1G Ten Tuesday column in The Diamondback

Tactic #2: Create collectible infographic series on B1G Ten opponent Friday before games

Tactic#3: Pitch profiles of student athletes on sports that were cut due to budget concern.

Strategy 2: Engage current students and younger alumni through social media

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Tactic#1: Tweet infographics on Maryland joining the B1G Ten (see appendix)

Tactic#2: Create #B1GUMD and attach to all Twitter posts

Tactic#3: Post images with #B1GUMD to Instagram to drive engagement among students

Key Public #2: Potential Donors to the Athletic Program

Strategy 1: Leverage alumni association to increase affinity for Maryland athletics

Tactics#1: Establish UMD alumni associations in states with B1G Ten schools that lack them (eg.

Ohio, Michigan, Wisconsin)

Tactic#2: Promote attendance to UMD away games through pre-game alumni tailgates

Tactic#3: Create UMD watch parties for alumni in B1G Ten schools without large alumni bases.

Strategy 2: Highlight negative impact budget shortfalls had on student athletes to drive

donations

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Tactic#1: Pitch stories to local media about fate of former student athletes.

Tactic#2: Distribute student profiles on athletes from extinct teams with alumni newsletters.

Tactic#3: Develop speaking tour of student athletes whose teams were cut due to budget

restrictions.

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Appendix A- SWOT Analysis

POSITIVE NEGATIVE
History of Athletic President Lohs
Success past framing
Large alumni base Athletic Dept.s
(50,000 alone in Smith goal of financial
School of Business) self-sufficiency.
INTERNAL Financial influx of cash Athletic
due to Big Ten Network program
revenue sharing cutbacks
Goal of financial Decreasing
sustainability sport revenues

EXTERNAL DC AND Baltimore Decrease in

television markets (#9 alumni
and #26) donations
Unique positioning as Anti-Big Ten
sole Mid-Atlantic team sentiment
in the Big Ten amongst local
Preeminent college reporters
football team in the ACC buyout
Baltimore/DC area. cost and lawsuit
Decrease in
alumni

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donations since
2006
Competition on
sports pages
from
professional
teams in two
cities.

Appendix B Public Profiles

Probable Directly Related to Realignment Issue

1. Current UMD Students
a. 20,000+ undergraduates and 10,000+ graduate students
b. Budget shortfalls directly impact student fees
c. Future alumni/potential sources of donations
2. University of Maryland alumni
a. 50,000 alone in Smith School of Business
3. University of Maryland President Loh
a. Comments made about financial situation worsened image of move
4. UMD Athletic Director Kevin Anderson
a. Staunch in defense of B1G move
i. Made sure lacrosse rivalry with JHU would be maintained

Possible Potentially Related

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1. ACC Commissioner and member schools

a. Lawsuit is prohibitive to UMD improving budget
2. Local press
a. Washington Post bloggers critical of past financial decisions
3. B1G member schools
a. In particular, Rutgers, as they are entering B1G with UMD
i. Potential to emulate messaging to students
4. NCAA
a. 14 year, $11 billion TV deal with CBS
i. Potentially risky due to pay for play scandals

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Appendix C: Confirmation Table

Key Public 1 Key Public 2 Key Public 3

Students/Recent Alumni Older Alumni/Potential Donors B1G Ten Alumni in DMV
Self-Interests Self-Interests Self-Interests
Athletic success, low ticket prices, Reputation of athletics teams, ROI
bragging rights on donations, low ticket prices

Appendix E - Bibliography

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http://alumni.umd.edu/s/1132/index.aspx?sid=1132&gid=1&pgid=857

B1G School Results. (n.d.). College Results Online. Retrieved July 21, 2014, from
http://www.collegeresults.org/search1ba.aspx?
institutionid=147767,151351,171100,204796,214777,243780,186380,145637,153658,163286,170
976,174066,181464,240444

B1G: Frequently Asked Questions. (n.d.). Big Ten. Retrieved June 2, 2014, from
http://www.umd.edu/Big_Ten/FAQs.cfm

Berkowitz, S. (2014, May 23). Pac-12 zooms past Big Ten, SEC in college sports revenue. USA Today.
Retrieved July 11, 2014, from http://www.usatoday.com/story/sports/college/2014/05/23/pac-12-
conference-tax-return-revenue-record/9497233/

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Carey, B. (n.d.). University of Maryland cuts 7 sports teams, saves mens outdoor track | SI Wire. SI Wire
RSS. Retrieved June 16, 2014, from http://tracking.si.com/2012/07/03/university-of-maryland-cuts-
sports-teams/

Clarke, L. (2012, November 19). Analysis of Maryland's Potential Move to the Big Ten. The Washington Post.
Retrieved June 3, 2014, from http://www.washingtonpost.com/sports/colleges/an-analysis-of-
marylands-potential-move-to-the-big-ten/2012/11/18/e382308a-31d3-11e2-9cfa-
e41bac906cc9_story.html

Expansion by Big Ten May Bring Small Payoff. (n.d.). FiveThirtyEight . Retrieved July 21, 2014, from
http://fivethirtyeight.blogs.nytimes.com/2012/11/20/expanding-eastward-could-dilute-big-ten-
brand/?_php=true&_type=blogs&_r=0

Feinstein, J. (2012, November 19). John Feinstein: In the Big Ten, Maryland Sees Power in Numbers. The
Washington Post. Retrieved June 2, 2014, from http://www.washingtonpost.com/sports/colleges/in-
the-big-ten-maryland-sees-power-in-numbers/2012/11/18/3b2aa0ee-31b4-11e2-bfd5-
e202b6d7b501_story.html

Grasgreen, A. (2012, November 20). Maryland departs ACC for Big Ten Conference @insidehighered. Inside
Higher Ed. Retrieved June 9, 2014, from http://www.insidehighered.com/news/2012/11/20/maryland-
departs-acc-big-ten-conference#sthash.grweUXDH.dpbs

Greyser, S., & Kogan, V. (2014). Conflicts of College Conference Realignment: Pursuing Revenue,
Preserving Tradition, and Assessing the Future. Havard Business School, 14(073), 1-29.

Levin, J. (2012, November 29). A Better Way To Destroy the College Conferences for Fun and Profit. Slate
Magazine. Retrieved June 9, 2014, from
http://www.slate.com/articles/sports/sports_nut/2012/11/conference_realignment_the_acc_big_east_
and_big_ten_are_all_failed_experiments.html

Lucas, A. (n.d.). The ACC's True Geographic Center. Tar Heel Monthly. Retrieved July 21, 2014, from

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http://www.tarheelmonthly.com/thm-daily/the-accs-true-geographic-center

Maryland day on BTN has been set. (n.d.). Testudo Times. Retrieved July 21, 2014, from
http://www.testudotimes.com/2014/7/20/5921335/maryland-day-on-btn-has-been-set

NCAA I-A Fan Area Map. (n.d.). CommonCensus Sports Map. Retrieved July 22, 2014, from
http://commoncensus.org/sports_map.php?sport=5

Prewitt, A. (2012, November 19). University of Maryland Poised to Join the Big Ten. The Washington Post.
Retrieved June 2, 2014, from http://www.washingtonpost.com/sports/colleges/university-of-
maryland-poised-to-join-the-big-ten/2012/11/18/5bcbbc8a-31cc-11e2-bfd5-
e202b6d7b501_story.html

Prewitt, A. (2014, March 14). Goodbye to ACC Tournament - and ACC. The Washington Post. Retrieved June
2, 2014, from http://www.highbeam.com/doc/1P2-35806092.html?refid=bibme_hf

Prewitt, A. (2014, June 4). A farewell to the Terps. Washington Post. Retrieved June 8, 2014, from
http://www.washingtonpost.com/blogs/terrapins-insider/wp/2014/06/04/a-farewell-to-the-terps/

Silver, N. (n.d.). The Geography of College Football Fans (and Realignment Chaos). The Quad. Retrieved
July 21, 2014, from http://thequad.blogs.nytimes.com/2011/09/19/the-geography-of-college-football-
fans-and-realignment-chaos/

Staples, A. (2012, November 19). Despite backlash, Maryland's move to Big Ten is a sound fiscal choice.
Sports Illustrated, 1. Retrieved June 2, 2014, from
http://sportsillustrated.cnn.com/2012/writers/andy_staples/11/19/maryland-big-ten-realignment/

Smith, C. (2014, April 15). The Most Valuable Conferences In College Sports 2014. Forbes. Retrieved July
11, 2014, from http://www.forbes.com/sites/chrissmith/2014/04/15/the-most-valuable-conferences-
in-college-sports-2014/

Top 25 Recruiter Picks. (n.d.). The Wall Street Journal. Retrieved July 21, 2014, from

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http://online.wsj.com/news/articles/SB10001424052748704554104575435563989873060?
mg=reno64wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle
%2FSB10001424052748704554104575435563989873060.html

USA Today College Athletics Database. (n.d.). USA Today. Retrieved July 12, 2014, from
http://www.usatoday.com/sports/college/schools/finances/

Walker, C., Barker, J., & Korman, C. (2012, November 19). Maryland's application for Big Ten admission
approved. The Baltimore Sun. Retrieved June 2, 2014, from
http://www.baltimoresun.com/sports/terps/bal-maryland-to-seek-admission-into-big-ten-conference-
1119,0,3537601.story

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