Response January: Brandman U., College Sports Marketing and Another Buzzword

RES0115_CV1A day after finalizing our February issue and sending it off to print, I finally have a free moment to take a look back at the January issue of Response. The issue went live online a couple of weeks back, but just in case you haven’t flipped it — either in print or online — I’m back with my regular look at some of the issue’s key stories.

  • My cover feature on Brandman University and Ramendra (Ram) Singh had an interesting genesis. Most refer to it as “seventh grade.” That’s right, a friend I met during junior high school — Steve Quis — pitched the story idea to me last summer in his role as PR director for the non-profit university. He’s since moved on to a similar role at Miramar College (in addition to his sports play-by-play career). The introduction to Ram was a fortuitous one. Ram is one of the most intelligent and thoughtful people I’ve interviewed during my 14 years at Response. His thoughts on omnichannel (yep, that word — and it’ll come up again later in this post) marketing in the education sector are ones that any marketer should consider. I’m very pleased to note that Ram will be part of an educational panel at Response Expo. If you’re one of our attendees, you shouldn’t miss it. So, thanks Steve. Who knew our time back at LVJHS and FUHS would evolve into this story! If you missed the link above, here it is again: Educating at Brandman University
  • Keeping the college theme going, our annual look at marketing in the sports & fitness category takes a deep dive into how major college athletics programs are finding new ways to commune with fans and sell game tickets and merchandise. The passion of sports fans makes them the perfect consumer to target via various direct response marketing methods, especially digital and social media. From coast to coast — quite literally from Oregon to Miami — what are the best marketers doing to reach those fans and make them consumers? If you didn’t click the link above, here’s your chance to find out: Inside the College Playbook
  • The January issue buzzword of the month: omnichannel. After touching on the “programmatic” frenzy in December, we took our questions about “omnichannel” marketing to the Response Advisory Board (RAB) for 2015’s first advisors roundtable feature. Seven of our board members took part in the conversation and — as usual — the online version carries the complete and unabridged answers from each leader (compared to the edited version that runs in the print magazine). Once again, if you missed the link above, click here: Response Advisors Forum: Entering the Omnichannel Era
  • Our monthly direct response TV and radio media billings update focuses on third-quarter 2014 long-form DRTV results. Once again, media billings in the half-hour advertising space stumbled, losing $20.3 million compared to the prior third quarter and leaving the total for the first nine months of the year off by more than $61 million. This is the second consecutive year of losses for the long-form space — unless fourth-quarter results are shockingly good. But there is some hope that long-form marketers are starting to understand the trends and restructuring how best to take advantage of long-form DRTV. To take a deeper look at 3Q 2014 long-form DRTV media billings, click here: Long-Form Media Billings Dip $20M … Again
  • A line I removed from January’s Editor’s Note column read (so far as I can recall): “And I am sure my fiancée rues the day she urged me to join Twitter.” If you follow me on Twitter or Instagram or are a Facebook friend, you may agree … wholeheartedly. Nonetheless, to read my take on using social media outlets — both personally and professionally — here’s the link once again: Finding — and Growing — Your Social Voice

Thanks again for reading and interacting with Response!

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