Andrew Murawa is the RTC correspondent for the Pac-10 and Mountain West Conferences and an occasional contributor.

To read the entire In Their Words series, click here.

Part Eight: MARKETING

Over the summer, we’ve spent time hearing about some of the next big-name recruits on their way to college basketball: Jared Sullinger and Harrison Barnes, Anthony Davis and Michael Gilchrist. We’ve heard the big-time schools announce their high profile games on their upcoming schedules: Kentucky going to the Maui Invitational and visiting North Carolina, Michigan State hosting Texas and going to Duke. But for the vast majority of Division I programs, they’ve been flying under the radar. There are at present 73 teams that participate in basketball in the six BCS conferences, but there are 347 total programs in Division I. Of those other 274 programs, there are certainly quite a few big-name programs: last year’s national runner-up Butler comes to mind immediately, as does Gonzaga, Memphis and a handful of other schools in conferences like the Atlantic 10 and the Mountain West. But, we were also interested in how the other half (or really, how the other three-quarters) lives, so we spent some time talking to coaches, athletic directors and other people around the country affiliated with some of those other schools — those non-BCS schools, those “mid-majors” — and we asked them about how they recruit, how they create a schedule, how they market their programs, and quite a few other things. Over the next eight weeks, we’ll let them tell you their story, in their own words.

To begin, let me introduce and thank this week’s cast of characters:

• Andrew Roberts, Assistant Athletic Director for Sports Information, Arkansas-Pine Bluff – Roberts runs a tight ship at UAPB as the sole full-time member of the Sports Information Department.
• Eric Brown, Assistant Athletic Communications Directory, Liberty – Brown is a graduate of Liberty University and former sports editor at the student newspaper, the Liberty Champion.
• Chris Lang, Writer, Lynchburg News & Advance: Lang has been the beat writer for Liberty University since 2005 after having spent eight years as the Sports Editor at the Arizona Daily Sun in Flagstaff, Arizona.
• Jessica Dickson, Assistant Athletic Director for External Relations, UMKC – Dickson has been in her current position, where she oversees marketing and promotions for UMKC, for just over three years.
• Larry Williams, Athletic Director, Portland: Williams has been the AD at Portland for six years now following a five year stint as the head of licensing and product marketing at his alma mater Notre Dame. Williams was a two-time All-American offensive lineman with the Irish before starting 44 games in the NFL.
• Kevin Keys, Associate Athletic Director for External Operations, Liberty – Keys is a ’77 Liberty graduate who enters his sixth year back on campus in charge of Liberty’s licensing, promotions and marketing.
• Chris Caputo, Assistant Coach, George Mason – Caputo is entering his sixth season as an assistant coach for the Patriots after spending the previous three seasons as an administrative assistant and video coordinator under head coach Jim Larranaga.
• Eric Reveno, Head Coach, Portland – Reveno heads into his fifth season at Portland having turned around a program from a team that was 18-45 in his first two seasons to a team on the rise with a 40-24 record over the last two seasons. Reveno spent his previous nine seasons as an assistant at Stanford, his alma mater where he was a Pac-10 Conference All-Academic Team selection as a senior.

So far, in regards to marketing, we’ve touched on the differences in the size of athletic budgets and the size of the media markets between some rather disparate programs classified as mid-majors. But regardless of the size of the program or the size of the market, a big key for mid-major programs is to get consistent media coverage. Coverage from their local media not only can keep the program in the minds of their fans and keep them up to date, but it can also introduce the team to new fans. Not surprisingly, schools in smaller markets generally have an easier time of getting local media coverage.

Media Coverage, Especially at the Local Level, is Important

Andrew Roberts, Assistant Athletic Director for Sports Information, Arkansas-Pine Bluff : Arkansas Pine Bluff is in a unique situation, because we have a local newspaper, the Pine Bluff Commercial, that does an outstanding job of covering the UAPB athletic department top-to-bottom, all sports, they all receive excellent coverage in our local paper. And then, there is a paper in Little Rock, the Arkansas Democrat Gazette and they cover football and men’s basketball extensively throughout the year. They’ll assign us a beat writer and he’ll cover us. The coverage was great.

Eric Brown, Assistant Athletic Communications Directory, Liberty: Our main media affiliates would be our local TV station here in Lynchburg, WSET. They do a good job of covering us since they’re right here in our area, and then our local newspaper Lynchburg News & Advance, they’re real good also. They’ve got a beat writer that covers us all the time.

Chris Lang, Writer, Lynchburg News & Advance: With basketball, we’re trying to cover all the Big South road games this year, where in the past we had covered mostly just home games. We don’t do a ton with the out-of-conference road games, because honestly Liberty is very unlikely to win many of those. I mean, if they go out to Florida, what’s the point of us traveling down there to watch them lose by 35 points or something. We do try to treat it like it’s a big time program, it’s the one program that’s right in our city and our backyard. We cover Virginia, Virginia Tech as well, but they are both an hour, an hour and a half away. Liberty is a growing program, it’s grown a lot in the five years I’ve been here for sure, it’s grown big-time, so we try to treat it as such.

Brown: Outside of that, there’s not a whole lot that will cover us regularly. The thing is, Charlottesville’s not too far away, but they’re gonna be focused on UVA. Roanoke is close, but they’ll be focused on Virginia Tech. So we’re kind of always competing with them, or in their shadow a little bit, because we may not get looked at as much in those areas because the focus is on Virginia and Virginia Tech. We’ll have a few other outlets cover us from time-to-time based on what we’re doing, but mostly it is the TV station and the newspaper.

In larger markets, getting consistent media coverage can be much harder, but it does happen.

Jessica Dickson, Assistant Athletic Director for External Relations, UMKC: Surprisingly enough, we are extremely lucky with the media coverage we have. Blair Kerkhoff (Kansas City Star) is who covers us the most and he really does seem to see the importance and the value of promoting UMKC, because we are the only Division I basketball program in Kansas City. He does a great job covering us. Now, where maybe Kansas or Kansas State or Missouri, the three Big 12 schools closest to us, don’t need to pitch stories to the local newspaper or to the radio stations or TV stations, that’s the difference with us, we do need to give Blair a call and say “hey we’ve got this student-athlete with this great story, can we get you in touch with the coach to talk about it”. And we work around his schedule and absolutely understand that where we thought something would run this week, it might get bumped because of something else and run the following week. But beyond the print, our media partner as far as broadcasting is Sports Radio 810, a fabulous all-sports radio station here in Kansas City. They cover us wonderfully, not only is that the home of our men’s basketball games, but our color commentator is Steven St. John, who hosts the morning show for the station and he’s a UMKC grad and covers us really well. They include us in their SportsCenter update, when they’re talking about what’s going on in the city. If we’ve got a game coming up that night, they’ll make sure to plug us. Anytime that we’ve got a game coming up where we want to get one of our coaches on the air, they’re more than happy to get them on for an interview. And then we’re extremely lucky in Kansas City to have a 24-hour local sports TV station called Metro Sports, they’re owned by Time-Warner cable and that’s been our television home since we went Division I and they’ll televise 15-17 of our men’s and women’s basketball games, and we get our coaches out to the studio on a weekly basis to do shows from their studio. So, we, for a mid-major school, get fabulous media coverage, especially when compared with some other schools.

While local media coverage is very important, getting on national television on a semi-regular basis is a goal as well for many of these programs, not only as a way to get the university’s name and brand out there, but as a way to build awareness for potential recruits.

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Andrew Murawa is the RTC correspondent for the Pac-10 and Mountain West Conferences and an occasional contributor.

To read the entire In Their Words series, click here.

Part Four: SCHEDULING

Over the summer, we’ve spent time hearing about some of the next big-name recruits on their way to college basketball: Jared Sullinger and Harrison Barnes, Anthony Davis and Michael Gilchrist. We’ve heard the big-time schools announce their high profile games on their upcoming schedules: Kentucky going to the Maui Invitational and visiting North Carolina, Michigan State hosting Texas and going to Duke. But for the vast majority of Division I programs, they’ve been flying under the radar. There are at present 73 teams that participate in basketball in the six BCS conferences, but there are 347 total programs in Division I. Of those other 274 programs, there are certainly quite a few big-name programs: last year’s national runner-up Butler comes to mind immediately, as does Gonzaga, Memphis and a handful of other schools in conferences like the Atlantic 10 and the Mountain West. But, we were also interested in how the other half (or really, how the other three-quarters) lives, so we spent some time talking to coaches, athletic directors and other people around the country affiliated with some of those other schools — those non-BCS schools, those “mid-majors” — and we asked them about how they recruit, how they create a schedule, how they market their programs, and quite a few other things. Over the next eight weeks, we’ll let them tell you their story, in their own words.

To begin, let me introduce and thank this week’s cast of characters:

• Murry Bartow, Head Coach, East Tennessee State – Bartow is entering his eighth season as the Buccaneers head coach, after having previously succeeded his father Gene Bartow as the head coach at UAB. Bartow has posted a 118-72 record in his years at ETSU and has racked up 241 total wins and four NCAA appearances in his 13 seasons as a head coach.
• Chris Lang, Writer, Lynchburg News & Advance: Lang has been the beat writer for Liberty University since 2005 after having spent eight years as the Sports Editor at the Arizona Daily Sun in Flagstaff, Arizona.
• Tommy Dempsey, Head Coach, Rider – Dempsey enters his fifth season as the head man at Rider, following two seasons as an assistant. He has compiled an 83-75 record over that time and coached NBA lottery pick Jason Thompson during his time there.
• George Ivory, Head Coach, Arkansas-Pine Bluff – Ivory enters his third season in Pine Bluff, where he has turned the Golden Lions into winners. UAPB turned around an 0-11 start last season by finishing 18-5 over their last 23 games, winning UAPB’s first SWAC tournament title in 43 years and advancing to the NCAA tournament before losing to eventual national-champion Duke.
• Jason James, Head Coach, Tennessee-Martin – James enters his second season as the head coach at UT-Martin following eight seasons as an assistant coach there. His first season was rough, to the tune of 4-25, after he was appointed head coach in the wake of scandal with the previous head coach. But James, the recruiter who brought Lester Hudson to UT-Martin, has plans to begin to turn things around this season.
• Dale Layer, Head Coach, Liberty – Layer enters his second season at Liberty after having spent a season as an assistant at the university in 2007-08. In between, he spent a year at Marquette and previously he spent seven seasons as the head coach at Colorado State. He has compiled a 118-122 record in his eight seasons as a Division I head coach.
• Eric Brown, Assistant Coach, Long Beach State – Brown enters his fifth year as an assistant on head coach Dan Monson’s staff, after previously having spent time on coaching staffs at Cal-State Northridge, USC and Iowa State.

Last time we talked about the difficult process that mid-major basketball programs go through when putting together their non-conference schedules, and we’ll get more of that here. When teams have a hard time finding quality opponents who are willing to come to their place, their choices get relegated to playing insanely tough opponents (like with Long Beach State who we discussed last time), playing a ton of road games as is normal for many mid-majors, or watering down the schedule with teams in the bottom reaches of Division I and even lower divisions of basketball. At East Tennessee State, for example, they had trouble finding anybody to come to Johnson City to play them, with Tennessee Tech and NAIA-school Milligan College the only non-conference home games on their schedule.

It's Tough When Scheduling NAIA is a Viable Option

Murry Bartow, Head Coach, East Tennessee State: Yup. That’s all we’ve got is two non-conference home games, and one of those in a non-DI school. But we just really struggled, more this year than I ever have as a head coach, to get home-and-homes started. And again, to get games is easy. To go on the road is easy. To get people to be willing to play you at home is not an easy thing.

Chris Lang, Beat Writer for Liberty, Lynchburg News & Advance: Between Liberty and Virginia or Virginia Tech, the biggest difference is scheduling. They can’t get anyone to come here to play men’s basketball games. There’s a reason they play three or four NAIA or non-DI’s a year, because you can’t get anyone. If you’re Coach Layer, you can take money game after money game, but do you want to put your team through that and never get a chance to play at home and get used to your home court? I know for this year’s schedule they have five non-conference home games and only two of them are against Division I teams. They got George Mason and William & Mary to come here, but it is very difficult.

The difficulties in scheduling, and specifically the difficulties in getting home games, lead to problems in terms of winning games. No matter the level of competition, it is hard to win on the road. So, the more road games a team has to play, the more likely losses can begin piling up.

Tommy Dempsey, Head Coach, Rider: The thing is, the leagues at mid-major level are just so balanced, and you can’t get non-conference home games, so in order to have a great year, you have to either dominate your league or win a lot of non-conference road games. And over time, those two things have been very difficult to do. It is hard to dominate a league that is so balanced where every night you can get beat. And non-conference road games are very difficult to win. So it makes having that 22- to 25-win year hard -– you had better be really, really good. And that’s why you see so many of the mid-majors at the end of non-conference play under .500 and so many of them hovering around .500.

And when mid-major programs lose games early, whether they be against big BCS teams on the road or in tournaments 0r even in their home games, it can hurt the confidence of the players, and it can diminish the support of the fans.

Bartow: The fans just have to be realistic. As a head coach, you don’t want to come out in the paper and be negative, you don’t want to come out and say, “hey fans, we’re going to lose a lot of these games,” but fans have to be realistic, fans have to understand the big picture. Again, when I go into these games, I hope we can win them all, I hope we can go undefeated, but I’m also old enough and experienced enough as a head coach to know when you go in and play Kentucky or Ole Miss on the road or Dayton on the road, chances are, you’re going to lose those games. So you just have to understand the big picture of what you’re trying to get done and fans have to be understanding as well.

At Arkansas-Pine Bluff, they worked their way through a rough 0-11 start to last season during a tough non-conference stretch featuring 11 straight road games with eight of them against BCS conference teams, before being able to turn it around and eventually earn their way into the NCAA tournament.

Is the UABP Model of Scheduling the Right One?

George Ivory, Head Coach, Arkansas-Pine Bluff: Our team was good about it. You come to school and you want to play against tough competition. We started 0-11, but our minds were always positive. One thing we did last year that was maybe a little different than the year before was to just focus on our academics and the guys understood that their number one goal when coming to college was to get a degree. So we focused on that and it kept a lot of tension off of the 0-11 stretch for our guys.

The Arkansas-Pine Bluff model, a model similar to Long Beach State’s plan, is to play tough teams to toughen your squad up for conference play and the postseason. And many coaches found at least some validity to such a plan.

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