Strengthening the UW Bond

More than 40 Ad 2 Madison members and guests were on hand January 23, 2008 to learn about the University of Wisconsin marketing department's efforts to "Strengthen the Bond." Kevin Kluender, Wisconsin's Assistant Athletic Director - Marketing & Promotions, gave an informative look at the many different aspects that make their department so successful. The three strategies his department focuses on are fan direct, customer service and satisfaction, and "generation next."

Fan direct initiatives include maintaining the athletic department's website, producing and distributing quarterly newsletters, generating live game blogs, sending "Bucky mail," and keeping up with new technologies such as text messaging and Facebook. The department's customer service and satisfaction goal is for the fans to have a great time no matter the outcome of the game. "Generation next" is all about developing the next generation of Badger fans through Bucky Buddies Kids' Club, Bucky Buddy website, and kids events including Badger Kids fairs, skate with the Badgers and Family Fun Days.

Since there is a lot of preparation that goes into making the game fun for everyone attending, Kevin also shared what his department does on game days. They take care of the video board promotions including the kiss and dance cams, music played during breaks, writing scripts for the public announcer, concourse programming (including inflatables, photos with Bucky, balloon twisters, etc.), half time entertainment, premium giveaways, and so much more!

Attendees also learned several interesting facts about the department's marketing efforts. For example, the department pays for only 12-percent of the advertising they do; the rest is received through media trades. Also, while there are 23 varsity sports offered at the UW, the department only actively markets 10 of those and sells season tickets for six.

After the presentations, Adam Ahearn, assistant director of marketing, gave the group an exclusive behind-the-scenes tour of the Kohl Center, which included stops at the new strength and conditioning center, the room where press conferences are held after games, green rooms for performers on concert nights, and the booth where the media watches the games. An up close look at the hockey Zamboni was only outshined by catching a glimpse of Coach Lisa Stone practicing with the UW Women's basketball team.

Needless to say, the UW's Athletic Marketing & Promotions Department's job is continually changing and developing because, as Kevin said, they "never feel the bond is strong enough."

A special thanks to Kevin Kluender and Adam Ahearn for a great event. Thank you also to our sponsors Good Karma Broadcasting for donating t-shirts and to Culver's for value basket coupons.