Indianapolis Colts
Brand awareness is a pivotal element in enhancing an organization’s profile among consumers and potential customers. Advertising, as a method, aids in distinguishing one’s brand. The matrix used to determine the precise ad placement for a company is specific. One thirty-second spot (commercial) during the last two National Football League Super Bowls cost seven million dollars. Google's ninety-second spot, the most expensive Super Bowl ad, cost over sixteen million dollars. The exposure to the Super Bowl television or streaming audience, estimated at a staggering two hundred million people, is a compelling way to define your brand or product, showcasing the potential impact of your brand to an enormous and wide range of customers and potential customers.
Thus, advertising with the National Football League can be a powerful tool for building a brand and offering a unique opportunity to reach a large and diverse audience.
When the Indianapolis Colts open their regular season on September 8th at home against the Houston Texans, Colts fans who purchase a 2024 Yearbook will be introduced to Oakland City University.
When advertising in printed materials, the front cover is the most coveted and costly position. The back cover is the second-best location, followed by the inside front cover, and the inside back cover is the third and fourth most desirable location. These locations are the most coveted and costly because they generate the most eyeballs on the ads. Ad placement inside the program follows.
Oakland City University holds the fourth-best location in the Indianapolis Colts 2024 Yearbook, the inside back cover. The Yearbook is sold at home games, and various stores throughout Indiana, and online.
OCU’s message is to reach an NFL audience with little to no awareness of our brand. We offer a captivating look into a university located in Indiana using football as a sport to catch the attention of football fans around our state and Colts nation, wherever they may reside. The goal is to increase our brand across Indiana using OCU football as a vehicle to achieve awareness. The second goal is to convert the awareness into new students, faculty, and staff. The third goal is to build on our brand with OCU alums who have become dormant in their interactions with OCU. Finally, our last goal is to bring the attention of the university to those in leadership positions within state and local governments, as well as business leaders.
Can one ad in an NFL yearbook achieve all the goals listed? Answer: not in and by itself. It is one oar in the water helping to churn our small boat. Google’s sixteen million dollar investment is not the only engine on their aircraft carrier.