BCI Talks Marketing With Mike Waddell

University of Cincinnati senior associate athletics director Mike Waddell spent some time with Bearcat Insider before the Pitt game to talk about several areas of change and interest around the Bearcats football program.

Interviewing Mike Waddell, senior associate athletics director, is quite easy since he wears a lot of hats. He's involved with marketing, sports communications, licensing, ticket office operations and radio/television relations. He's never at a loss for words, and he always has plenty of irons in the fire. When BCI saw Mike in the press box prior to the Cincinnati/Pittsburgh game, we had a chance to talk about some of the many issues involving the marketing of Cincinnati Bearcat sports.

Mike had only a few months to prepare for this year's football season, but Bearcat fans have already seen a number of changes including the new Ring of Honor and bowl participation banners inside Nippert Stadium. Bearcat fans have also seen a wide variety of ticket packages available and new graphics on the football scoreboard. A new deal with Adidas was signed under Mike's watch as well, but Mike Waddell is probably a workaholic and never seems satisfied. He's already planning more changes for next season with one priority in mind-the fans.

Mike was more than happy to go into detail about some of the recent changes and how they came about. "We want everything to be geared around the fan. Our football plan this year was pretty much hatched in January before a lot of us got on board or shortly after some of us got on board. What we're looking at now is an evaluation stage and trying to make sure we can do things that are fan centered. Our Cat's Lair, the end zone here, you can see are selling well. It's helping us determine a price point for our long term future of Bearcat football. We're looking around at this great facility and trying to really focus on fans and working with Coach Dantonio, his staff, and the players' unity council. There were some things we changed around this year that came about as a direct result of talking with them. One change was the fireworks. The fireworks were a $21,000 expense per year. We were able to use some things for advertising and other marketing things geared toward game day walk-up, but also to our cat vision development. It's a tight budget time, and we had to decide if we do something for 30 seconds that the players really didn't have a strong affinity about or at least they didn't voice it to their coaches or unity council, or do we go with something that can have a long term positive effect for our programs? We were able to get basketball, volleyball, baseball and a lot of football scoreboard animations done this year, and some of that will still be rolled out tonight. But we're still learning a lot; we're still making adjustments. We made adjustments tonight. There were ticket areas that were sold out and we extended those areas. If you came to tonight's game asking for a certain priced ticket, and we were sold out, we were still able to get you into the stadium at that price. We never want to turn away a fan or make that fan unhappy."

The $10 north end zone tickets proved very popular for Friday's game as it was completely sold out, but Mike wanted to also talk about the new stadium recognition of Bearcat bowl participation. "We want to recognize the past just like our Ring of Honor so we have the bowl games from the 1947 Sun Bowl to the 2004 Fort Worth Bowl on those north end zone seats." After last week's unveiling of the Ring of Honor, Mike said they had several phone calls from people lobbying for other Bearcat football greats to be included. "That's what we want. We want people to be talking about Bearcat football."

WEBN and the "Two Angry Guys" radio show helped promote the north end zone seats for Friday‘s game. Mike hopes that kind of community involvement will continue. "We want this to happen every night, not just when Pittsburgh comes to town. We want it to happen for Akron, Miami, South Florida, Syracuse, Rutgers and every game. It's going to take a full community marketing effort." But marketing can only go so far, and Mike knows that too. "Mark Dantonio might be the best football coach I've ever worked with from the standpoint that he realizes it's a community effort, but he also knows you've got to win. Commercials and branding affect awareness, but winning sells tickets."

The new Ring of Honor recognizes twelve Bearcat football greats, but it already extends the length of the upper deck's facing. Is there room to add players to this prestigious group? "It's printed on something called script, and there are spaces in there. And sometimes you have to think creatively. There are places we can add that kind of thing just like where we added the bowls tonight. I hope that's not the last bowl participation you see, and we want to add the Keg of Nails, River City Trophy and that Victory Bell that's going to come home on September 30th. We'll find a place for all of it."

Waddell knows he's competing with a lot of others for the entertainment dollar, but his plan is clearly defined. "We're a leisure entertainment alternative so we're competing not only with major league baseball and the NFL but also the high schools, going to the movies, Kings Island and The Beach. We just have to make it fun. We're finding the right price point, attacking the right audience, getting younger in our fan base and trying to get people in here that are passionate about UC football. We want people that want to be here."

After the Bearcat win over EKU last Saturday, Cincinnati got very little coverage in Sunday's Enquirer while Ohio State had three articles. How disappointing is that for a guy like Waddell, who understands the importance of media coverage? "After being in this state for five and a half years, you kind of get used to some things. If you're #1 in the nation, I kind of anticipate they're going to get that kind of coverage. When we're #1 in the nation, I hope it's the same for us. Mark's going to get us to a very prominent place in the Big East, but it's not going to do any good for me to get upset about it (media coverage). We're blessed to have good writers like Bill (Koch), Trent (Rosecrans), Paul (Daugherty) and places like Bearcat Insider to find out the real stories on Bearcat athletics. It'd be worse if I had to beg people to come to the games and cover us."

There has been debate among Bearcat football fans about the time slot on WXIX television for the Mark Dantonio Show, but Waddell was able to get the show aired throughout the state on the Ohio News Network, something that had never been done before. Mike was asked how tough a job that was and why the UC coaches' shows had never been broadcast outside Cincinnati in the past. "I don't know why it wasn't done before, but I'm sure there was a good reason. I have to give a lot of credit to the people that came before us-the Bob Goins, the Dean Billicks and the Brian Teters. I had a prior relationship with the Ohio News Network, and they want to have a more active role down here in southwest Ohio so it was a match. Hopefully, we'll be able to expand to south Florida and the Sunshine Network, the Mid-Atlantic Sports Network and get in with other cable operators that will broaden our base. You need to broaden the base for fans and for recruiting. We're getting ready to announce a pretty big deal with a national clothing retailer that will be the first ever for Cincinnati. There's only one other Big East school that has a deal like this so we're pretty excited. It will probably be announced in the next week to ten days."

Finally, we talked about the advantages in signing a deal with Adidas. "It's about $250,000 more per year going to our 15 sports. We have a proactive partner that's going to get behind us. Our royalties with Nike products had been steadily declining, and when that happens, either someone's not pushing you too much or there's not a high demand for the "C" paw. We believe there's a very high demand for the "C" paw. There's not a better logo in college athletics. Addidas is a brand that's making strides. Kansas was for years a Nike school. Now it's Addidas. Notre Dame isn't a slack athletic department, and they're now Addidas-Tennessee, UCLA and now UC. That's not bad company to keep." Cincinnati is still in contracts with Nike for football and men's and women's soccer.

Bearcat Insider appreciated Mike's taking the time to talk with us prior to Friday's game.


Bearcat Insider Top Stories

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Interviewing Mike Waddell, senior associate athletics director, is quite easy since he wears a lot of hats. He's involved with marketing, sports communications, licensing, ticket office operations and radio/television relations. He's never at a loss for words, and he always has plenty of irons in the fire. When BCI saw Mike in the press box prior to the Cincinnati/Pittsburgh game, we had a chance to talk about some of the many issues involving the marketing of Cincinnati Bearcat sports.

Mike had only a few months to prepare for this year's football season, but Bearcat fans have already seen a number of changes including the new Ring of Honor and bowl participation banners inside Nippert Stadium. Bearcat fans have also seen a wide variety of ticket packages available and new graphics on the football scoreboard. A new deal with Adidas was signed under Mike's watch as well, but Mike Waddell is probably a workaholic and never seems satisfied. He's already planning more changes for next season with one priority in mind-the fans.

Mike was more than happy to go into detail about some of the recent changes and how they came about. \"We want everything to be geared around the fan. Our football plan this year was pretty much hatched in January before a lot of us got on board or shortly after some of us got on board. What we're looking at now is an evaluation stage and trying to make sure we can do things that are fan centered. Our Cat's Lair, the end zone here, you can see are selling well. It's helping us determine a price point for our long term future of Bearcat football. We're looking around at this great facility and trying to really focus on fans and working with Coach Dantonio, his staff, and the players' unity council. There were some things we changed around this year that came about as a direct result of talking with them. One change was the fireworks. The fireworks were a $21,000 expense per year. We were able to use some things for advertising and other marketing things geared toward game day walk-up, but also to our cat vision development. It's a tight budget time, and we had to decide if we do something for 30 seconds that the players really didn't have a strong affinity about or at least they didn't voice it to their coaches or unity council, or do we go with something that can have a long term positive effect for our programs? We were able to get basketball, volleyball, baseball and a lot of football scoreboard animations done this year, and some of that will still be rolled out tonight. But we're still learning a lot; we're still making adjustments. We made adjustments tonight. There were ticket areas that were sold out and we extended those areas. If you came to tonight's game asking for a certain priced ticket, and we were sold out, we were still able to get you into the stadium at that price. We never want to turn away a fan or make that fan unhappy.\"

The $10 north end zone tickets proved very popular for Friday's game as it was completely sold out, but Mike wanted to also talk about the new stadium recognition of Bearcat bowl participation. \"We want to recognize the past just like our Ring of Honor so we have the bowl games from the 1947 Sun Bowl to the 2004 Fort Worth Bowl on those north end zone seats.\" After last week's unveiling of the Ring of Honor, Mike said they had several phone calls from people lobbying for other Bearcat football greats to be included. \"That's what we want. We want people to be talking about Bearcat football.\"

WEBN and the \"Two Angry Guys\" radio show helped promote the north end zone seats for Friday‘s game. Mike hopes that kind of community involvement will continue. \"We want this to happen every night, not just when Pittsburgh comes to town. We want it to happen for Akron, Miami, South Florida, Syracuse, Rutgers and every game. It's going to take a full community marketing effort.\" But marketing can only go so far, and Mike knows that too. \"Mark Dantonio might be the best football coach I've ever worked with from the standpoint that he realizes it's a community effort, but he also knows you've got to win. Commercials and branding affect awareness, but winning sells tickets.\"

The new Ring of Honor recognizes twelve Bearcat football greats, but it already extends the length of the upper deck's facing. Is there room to add players to this prestigious group? \"It's printed on something called script, and there are spaces in there. And sometimes you have to think creatively. There are places we can add that kind of thing just like where we added the bowls tonight. I hope that's not the last bowl participation you see, and we want to add the Keg of Nails, River City Trophy and that Victory Bell that's going to come home on September 30. We'll find a place for all of it.\"

Waddell knows he's competing with a lot of others for the entertainment dollar, but his plan is clearly defined. \"We're a leisure entertainment alternative so we're competing not only with major league baseball and the NFL but also the high schools, going to the movies, Kings Island and The Beach. We just have to make it fun. We're finding the right price point, attacking the right audience, getting younger in our fan base and trying to get people in here that are passionate about UC football. We want people that want to be here.\"

After the Bearcat win over EKU last Saturday, Cincinnati got very little coverage in Sunday's Enquirer while Ohio State had three articles. How disappointing is that for a guy like Waddell, who understands the importance of media coverage? \"After being in this state for five and a half years, you kind of get used to some things. If you're #1 in the nation, I kind of anticipate they're going to get that kind of coverage. When we're #1 in the nation, I hope it's the same for us. Mark's going to get us to a very prominent place in the Big East, but it's not going to do any good for me to get upset about it (media coverage). We're blessed to have good writers like Bill (Koch), Trent (Rosecrans), Paul (Daugherty) and places like Bearcat Insider to find out the real stories on Bearcat athletics. It'd be worse if I had to beg people to come to the games and cover us.\"

There has been debate among Bearcat football fans about the time slot on WXIX television for the Mark Dantonio Show, but Waddell was able to get the show aired throughout the state on the Ohio News Network, something that had never been done before. Mike was asked how tough a job that was and why the UC coaches' shows had never been broadcast outside Cincinnati in the past. \"I don't know why it wasn't done before, but I'm sure there was a good reason. I have to give a lot of credit to the people that came before us-the Bob Goins, the Dean Billicks and the Brian Teters. I had a prior relationship with the Ohio News Network, and they want to have a more active role down here in southwest Ohio so it was a match. Hopefully, we'll be able to expand to south Florida and the Sunshine Network, the Mid-Atlantic Sports Network and get in with other cable operators that will broaden our base. You need to broaden the base for fans and for recruiting. We're getting ready to announce a pretty big deal with a national clothing retailer that will be the first ever for Cincinnati. There's only one other Big East school that has a deal like this so we're pretty excited. It will probably be announced in the next week to ten days.\"

Finally, we talked about the advantages in signing a deal with Adidas. \"It's about $250,000 more per year going to our 15 sports. We have a proactive partner that's going to get behind us. Our royalties with Nike products had been steadily declining, and when that happens, either someone's not pushing you too much or there's not a high demand for the \"C\" paw. We believe there's a very high demand for the \"C\" paw. There's not a better logo in college athletics. Addidas is a brand that's making strides. Kansas was for years a Nike school. Now it's Addidas. Notre Dame isn't a slack athletic department, and they're now Addidas-Tennessee, UCLA and now UC. That's not bad company to keep.\" Cincinnati is still in contracts with Nike for football and men's and women's soccer.

Bearcat Insider appreciated Mike's taking the time to talk with us prior to Friday's game.

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