Bold Brand Statement
Since Nov. 19, Champions of Character and the opportunity to play NAIA at Corban University (Ore.) have been spotlighted in a billboard along the Interstate 5 southbound corridor near Kuebler Boulevard in Salem, Ore. The ad features Emily Tsugawa and Jordan Carter, Corban student-athletes who exemplify Champion of Character.
Development of the billboard marketing concept was a collaborative effort between the university's marketing and communications team and the athletics department.
"We wanted to promote Corban athletics to the Duck/Beaver traffic on I-5 about alternatives for students looking to play sports," said Steve Hunt, vice-president for marketing and communications.
"The character theme also highlights our distinctive brand of intercollegiate athletics," added Tim Seiber, interim director of athletics.
Selection of the billboard was based on the best traffic location of five choices in the Salem and Corvallis area. The $2,800-campaign runs for 60 days until mid-January and was timed to coincide with part of the football season. "It was also positioned to be featured at the front-end of the basketball season to encourage people to consider experiencing Warrior sports first-hand," Seiber said.
According to Mark Colachico, assistant athletic director - sports information & finances, feedback from the public has been very positive including comments about how the approach focuses on something other than the normal athletic persona.
Corban has earned the NAIA's Champions of Character Five Star Award designation nine times since 2002 and will host the 2013 NAIA National Men's Golf Championships with the Cascade Collegiate Conference for the second year in a row.