Marketing Your Student-Athlete Chuck Moore, CCFC, CAMC, CAFC 502-721-8646 ▪ [email protected]...

Marketing Your Marketing Your Student-AthleteStudent-Athlete

Chuck Moore, CCFC, CAMC, CAFC

502-721-8646 ▪ [email protected]

www.collegeliteracyacademy.com

www.gearuped.com

Four Reason Playing Four Reason Playing College Athletic Will Help College Athletic Will Help

Young Adults After CollegeYoung Adults After College

1. Teaches The Athlete Discipline

2. Financial Security – Scholarship CanReduce College Costs, Less Debt AfterGraduation

3. Education – Playing Athletic Will Teach The Student How To Focus and Teaches The Athlete How To Compete At A High Level

4. Increase Career Opportunities

So You Want To Play So You Want To Play Intercollegiate AthleticIntercollegiate Athletic

What Does It Take To Play At The Next Level

In Order To Be A Successful High In Order To Be A Successful High School or College AthleteSchool or College Athlete

Student-Athlete Must Be

• Proactive

• Self Motivated

• Disciplined

• A Team Player

• Have A Deep Desire To Succeed

• Have A Positive Attitude

• Excel Academically And Athletically

What Type of Personality Does It Take What Type of Personality Does It Take To Play At The Next Level To Play At The Next Level

• Athlete Must Be Able To Set Goals• Athlete Must Be Achievement Driven• Athlete Must Get Results Athletically• Athlete Must Excel Academically • Athlete Must Be An Independent Thinker• Athlete Must Be Will To Take Risks• Athlete Must Be Able To Take Charge• Athlete Must Take Initiative• Athlete Must Be A Self-Starter• Athlete Must Be Competitive• Athlete Must Enjoy Challenges, Variety & Changes

Is Your Student-Athletic Good Enough


Do You Have To Be A Blue-Chip Athlete To

Have A Chance Of Receiving An Athletic

Scholarship?



Do you have to be a blue-chip athlete to have a chance at a scholarship?

DIVISION I. . . . . . . . . . . . . . . . . MAINLY BLUE CHIP (Many Have Been All State)

DIVISION II. . . . . . . . . . . . BLUE CHIP, VERY GOOD TO GOOD (Some Have Been All State - Most Have Been All Conference or All Region)

DIVISION III. . . . . . . . . VERY GOOD TO GOOD(Many Have Been All Conference)

NAIA . . . . . . . . . BLUE CHIP, VERY GOOD TO GOOD(Many NAIA Colleges Have Less Strict Academic Requirements)

Is Your Student-Athlete Good EnoughDo You Know These Athletes

Is Your Student-Athlete Good EnoughDo You Know These Athletes

Jerry Rice – San Francisco 49ers – received one small athletic scholarship offer from Mississippi Valley State (NFL’s all time leading receiver)

Michael Jordan – Chicago Bulls – cut from his high school team (arguably the NBA’s greatest basketball player)

John Stockton – Utah Jazz – one athletic scholarship to Gonzaga University (one of NBA’s greatest guards)

Johnny Unitas – The six-foot, 135 pound high school senior was turned down by Notre Dame and played for University of Louisville (One of the greatest quarterbacks ever played)

Phil Simms – Very few college offers and attended Morehead State University in Kentucky (Most valuable player in Super Bowl XXI)

Barry Sanders – Detroit Lions – only two college athletic scholarship offers (former NFL’s all time leading rusher)

Is Your Student-Athlete Good EnoughIs Your Student-Athlete Good Enough

Can You Tell Me Who This Person Is?

He grew up in Joliet, IL. He is the first boy and is the third of fourteen children.

He never received an athletic scholarship but joined the college team as a walk-on

He was 5’ 6” tall and weighed 165 lbs and played one play in his college career… Yet

Will go down in history as one of the greatest players ever to attend this powerhouse football program… What’s his name and what college did he attend?

Gold Rules For The ParentsGold Rules For The Parents

College coaches do not want to be distracted by overbearing,

meddlesome parents, so a parent who seems too controlling might

actually hurt an otherwise-qualified student’s ability to be recruited.

Don’t Be Helicopter Parents


PARENTS SHOULD TEACH THE STUDENT HUMILITY AND THE

VALUE OF HARD WORK

Young athletes—especially those who are talented—can receive too

much support, develop attitude problems, and become less

motivated in important activities outside of their sport.


PARENTS SHOULD EMPHASIZE ACADEMIC OVER ATHLETES

College coach will not recruit astudent-athlete who cannot compete

in the classroom. Academic performance tells a coach a lot about a child’s ability to manage time, set

goals, and prioritize.


PARENTS SHOULD HELP THE STUDENT BUILD CHARACTER

No coach wants to work with a sore loser or an ungracious winner.

Remember that you can tell a lot about a child’s character by the company he keeps. Parents need to make sure that their children are accountable for the actions they take on and off the field.


PARENTS SHOULD BE THE ATHLETE’S MENTOR

Parents should be their child’s assistant and mentor, not just the

cheerleader. A cheerleader simply offers encouragement and approval, the parent’s job is to help the athlete

in all areas of development.


PARENTS SHOULD GET HELP AND ADVICE FROM OTHERS

Parents should be realistic about the athletic ability of the student and get an honest evaluation of an athlete

from high school coaches, club coaches, or scouting organization


PARENTS SHOULD KNOW AND UNDERSTAND THEIR EXPECTED

FAMILY CONTRIBUTION (EFC)

The EFC determines how much the family can contribute toward the student’s college education. If the athlete does not get a full

athletic scholarship, the parents should understand how this number is derived. This will allow parents to make adjustments in the

family’s financial situation so they can incorporate GAME PLAN B.


PARENTS SHOULD NOT RELY SOLELY ON THE HIGH SCHOOL COACH

The child’s high school coach is not responsible for getting the athlete a

scholarship, nor is the coach responsible for helping the student-athlete figure out how to pay for the

student’s college education

College Coaches Are Looking For Well-Rounded Athlete

College Coaches Are Looking For Well-Rounded Athlete

Coaches Want To Hear Directly From Coaches Want To Hear Directly From The Student-Athletes The Student-Athletes

NOT FROM

• Mom & Dad • Professional Recruiting Company Or • An Athletic Recruiting Service or Mass Mailing Websites

What Do Most College Coaches Want To See In A Student AthleteWhat Do Most College Coaches

Want To See In A Student Athlete

• Coaches want student-athletes to fight for their scholarship - BE PROACTIVE!• Coaches want to hear from the athlete personally not from an athletic recruiting service!• Coaches want to recruit student athletes that are mature athletically, academically, socially and are humble!• Coaches want to recruit athletes that show leadership ability and are team players

When Should You Start Your Marketing Program!

When Should You Start Your Marketing Program!

According to a survey of 300 coaches

30% - begin tracking athletes as freshman45% - begin tracking athletes as sophomores25% - wait until the junior year 0% - began tracking athletes as seniors

Start the marketing process as early as the eight grade or by the student-

athlete’s freshman year in high school!

Important Questions Up Front For The Student-Athlete


1. Does the athlete know WHY they want to go to college

2. Does the athlete know what college theywant to play for and WHY

3. Does the athlete know what degree theywant to pursue and WHY

4. Does the athlete have the disciple anddesirer to play intercollegiate athletic

5. Does the athlete truly understand what ittakes in TIME and EFFORT that will be required of them athletically andacademically while in college



6. Has the student-athlete given muchconsideration about what to ask a collegecoach during the recruiting interview tomake sure their playing style, philosophy,morals, and goals are the same as thecoach’s and their sport’s department

7. Does the student-athlete know how theycompare athletically to the athletes that arepresently playing at the colleges they areinterested in attending

8. Does the student-athlete truly understandwhat it takes in TIME and EFFORT toposition themselves to get recruited

Important Questions Up Front For The Parents

Important Questions Up Front For The Parents

1. If the student-athlete is offered a partial scholarship do you know what the student-athlete will have to do in order to get a full scholarship in a year or two

2. If the student-athlete were to receive an athletic scholarship have you, as parents, given much thought about whether the college will continue the student’s scholarship or give it to another player or recruit if the student athlete were to get hurt and cannot play any more

3. Would you let the student-athlete sign a National Letter Of Intent if the college coach offers them a small scholarship and tells your athlete he will try to find more money for them next year

Important Questions Up Front For The Parents (Con’t)

Important Questions Up Front For The Parents (Con’t)

4. If the student-athlete were to receive an athletic scholarship have you, as parents, thought about what you would do if your son or daughter lost their scholarship due to academic reasons or get tired of playing and quits

5. Have you, as the parents, given much thought about how to pay the balance of the educational costs if the athlete were to receive a partial scholarship or loses the scholarship for other reasons

You Must Take A Proactive Approach!

You Must Take A Proactive Approach!

Student-athletes need to reverse the recruiting process and market themselves to colleges. First on an academic level, then athletically

Normally if you’re not a blue chip athlete, you’re only known in your local media area

Without a marketing plan, college coaches outside a 75 mile area may not even know you exist

Three Big Marketing MistakesThree Big Marketing Mistakes

What are the THREE biggest mistakes families

of student-athletes make:

1. An unrealistic opinion of the student's athletic ability

2. Wait for the colleges to come to the student-athlete Don't sit and wait for scholarship offers to come to you. In many cases they never come and "panic" sets in

3. Waiting until the senior year to begin the recruiting process It should be completed at the beginning of the senior year

Other Student MistakesOther Student Mistakes

1. Choose the wrong school socially for them

2. Choose the wrong school academically

3. Choose the wrong coach

4. Choose the wrong playing style

5. Do not take their academic studies seriously

6. Do not research athletic program

7. Do not show the coach you truly want the scholarship

8. Rely to much on their high school coach

Before Starting The Marketing ProcessYou Need To Know…

Before Starting The Marketing ProcessYou Need To Know…

What your academic eligibility requirements are

What type of college do you want to attend – size, location, public/private, etc.

What are your chances of receiving a full or partial athletic scholarship

What level of competition can you participate in… and most important

The best way to pay for the balance of college if the student-athlete only receive a partial scholarship, student quits, student gets hurt, or fails academically and cannot play any longer

Marketing the Student-AthleteMarketing the Student-Athlete

Understanding The Different Divisions That Participate In Intercollegiate Athletics

Collegiate Athletic AssociationsCollegiate Athletic Associations

The National Collegiate Athletic Association (NCAA)

Division I

Divisions II

Division III

The National Association of Intercollegiate Athletics (NAIA)

The National Christian College Athletic Association (NCCAA)

The National Junior College Athletic Association (NJCAA)

Comparison Between NCAA DivisionsComparison Between NCAA Divisions

Division I

Division I is home to many of the country’s biggest universities. There are many scholarship opportunities and the competition is cut-throat.

Division II

Division II schools tend to be smaller universities and colleges. Division II athletics programs are financed through the college budget like other academic departments on campus.

Comparison Between NCAA DivisionsComparison Between NCAA Divisions

Division III

There are no athletic scholarships offered by DIII institutions. Student-athletes receive no financial aid related to their athletic ability and sports departments are funded and staffed like any other department in the university.

Two Important ConditionsTwo Important Conditions

Each athlete must meet TWO important conditions to receive scholarships

1. Must be good enough to be admitted to the college academically and play competitively

2. Must be willing to market themselves Don’t expect the high school coach to do

it for you Don’t expect the college to find you

Make Sure You Are Eligible To Be RecruitedMake Sure You Are Eligible To Be Recruited

NCAA CLEARINGHOUSE ACADEMIC RULES

Graduate from high school with a minimum GPA of 2.5 in core course curriculum of at least 16 academic courses completed in grades 9 – 12 and meet ACT or SAT test score guidelines.

Check with your counselor during registration in your freshman year of high school to make sure you’re scheduled to take the appropriate core courses

Intermission

Next Session

How Athletic Scholarships Work And Marketing Your Student

Athlete

There Are Four Types Of Athletic Scholarships

• Qualified• Non-Qualified• Restrictive• Non-Restrictive

Are Athletic ScholarshipsTaxable or Tax-Free

When Should You Ask About Receiving An Athletic Scholarship

It All Depends On The Following:

• Interest Level Of The Coach

• What Are The Needs Of The College Coach

• Where You Stand In The Recruiting List Of The College Coach

6 STEPS IN THE MARKETING PROCESS6 STEPS IN THE MARKETING PROCESS

Step 1: Picking the Right Colleges to Contact

Step 2: Writing a Great Cover Letter

Step 3: Creating a One-Page Resume

Step 4: Put Together an Athletic Recruiting Video

Step 5: Tracking your Communications with Colleges

Step 6: Sending Out One-Page Updates

STEP 1: Pick The Right Colleges To Contact

STEP 1: Pick The Right Colleges To Contact

FACT: 90% of student athletes will not get a full-ride scholarship

FACT: 99% of student athletes will not play professional sports

The student-athlete should…

Do intensive research on academic programs

Check out the coach’s background and coaching philosophy

Do advanced research on the athletic program

How deep in the roster is being held by underclassmen in your position?

Do you match up well athletically and physically with the present team roster?

STEP 2: Write A Great Cover Letter

STEP 2: Write A Great Cover Letter

The key to writing a great cover letter can be summed up in one word: BRIEF

A one-page introduction letter that states:

1. Your personal introduction

2. Your athletic abilities

3. A personal statement

4. Your current involvement in sports

5. Tell the coach how you can benefit the team and why you want to play for their college

Communicate key elements that will get the coach’s attention

Be truthful and to the point and don’t inflate your accomplishments

STEP 3: Create A One-Page Resume

STEP 3: Create A One-Page Resume

Ten strategic sections of the one-page resume

Section 1: Name Section 2: A short headline - Run the hundred meters in 10.5 sec and 3.6 GPA Section 3: Your sport and your position Section 4: Basic info on you and your family Section 5: School and coaches Section 6: Physical attributesSection 7: Summary of your general strengths, team, league & other sportsSection 8: Summary of your specific stats and achievements Section 9: Potential - expected achievements in the coming year Section 10: Photo

STEP 4: Put Together An Athletic Video

STEP 4: Put Together An Athletic Video

10 to 15 minute video constructed as such:

1. One-minute greeting

2. Highlights from your high school tapes

3. Then several minutes of continuous footage as a team

4. Properly label the video (spell out who you are)

The coach’s decision to continue recruiting process is:

1. the student athlete’s overall performance on the video tape

2. the high school coach’s recommendation

STEP 5: Track Your Communications With Colleges

STEP 5: Track Your Communications With Colleges

Market to 30-40 colleges – this could create chaos…

Therefore

Adopt a good journaling and tracking system

Keep good control of written and verbal communications

STEP 6: Send Out One-Page Updates

STEP 6: Send Out One-Page Updates

If you stop communicating with the coaches, they may assume you’ve lost interest

Keep the coaches updated by putting out a one-page update after every season (high school or league play)

– This creates a more uniform approach than issuing a personal letter to each coach every time you want to update your resume

Ask The Coach These Important Questions Ask The Coach These Important Questions

Before making a commitment ask questions:

How many scholarship athletes are you recruiting at my position this year?

How much money is a typical athletic scholarship worth?

How many of the current players came here without a scholarship and later earned one in their 2nd or 3rd

year?

If NO scholarship is offered, ask - what would I have to do on the field to be considered for scholarship money in that 2nd year?

Ask for a list of current and past parents of student athletes (Get phone #s and addresses)

Other Questions To Ask CoachOther Questions To Ask Coach

If you select me to play for your college will I play in my current position or will you want me to play another position

How many strong undergraduates are ready to move into the position I play

If I were to get hurt and cannot play anymore will I be able to keep my athletic scholarship

How long do you (college coach) intend to stay at XYZ college

Intermission

Next Session

Developing Game Plan B

THINGS HAPPENTHINGS HAPPEN

How will you pay for college expenses when your student only receives a partial athletic scholarship, quits, gets hurt, fail academically or receives no scholarship at all?

Develop Plan B

What Do You Have To Work With?What Do You Have To Work With?

Determine if you will qualify for financial aid or an athletic scholarship

Know what assets you have to work with

Know where you are spending your money and establish a cash flow system

Understand how you are being taxed

Understanding The Financial Aid ProcessUnderstanding The Financial Aid Process

Applying for college financial aid and knowing how to pay for college expenses are the few things in life that may be even

more confusing and complicated than taxes.

Let’s review 7 essential things all families of student-athletes should know about

financial aid


Good Academics Create Financial Aid Opportunities

The better the student-athlete’s GPA and standardized test scores, the more financial

aid opportunities will be available. Some may be from the university, some may be from the state, your high school, or even

nonprofit organizations.


Know Your Expect Family Contribution

EFC “expected family contribution,” means the amount of money the

Department of Education expects your family to pay towards the student’s

college education. The EFC is calculated by taking financial

information from the FAFSA and/or the CSS Profile


Complete Your FAFSA on Time

Your school will not be able to issue you any financial aid if you do not turn one in. This is

another form that you’ll need tax information to fill out – make sure to have your parents’ taxes on hand before you sit down to do your FAFSA


Ask the Coaches About Aid in Advance

Once you know that a coach is interested in you, don’t be afraid to ask him or her directly about aid. Financial aid is one of the biggest

tools that coaches have to bring student-athletes into their programs. However, keep in

mind that the college coach CANNOT communicate directly or see financial

information of the family that is provided to the financial aid director or their staff


Know Whether Your Sport is Head Count or Equivalency

There are two types of college sports: “head count” sports, and “equivalency” or “Olympic” sports. Head count sports tend to be the ones

that generate revenue and you’re more likely to see on TV. The big difference for athletes: head count athletes get full scholarships. Athletes in

equivalency sports may only get partial scholarships


Examine Your SAR

SAR stands for “student aid report.” It’s the document that your school’s financial aid office will create once they’ve processed your FAFSA

and the financial aid you qualify for. It is a summary of all the financial aid the school

offers you


Athletes Aren’t Limited To “Athletic” Scholarships

Athletes can receive need-based, merit-based (academic), or third-party

scholarships (from veterans’ organizations, community service groups, unions… the list

goes on and on). Qualifying for these scholarships is part of why academic

success is so important.

Final ReviewFinal Review

► Maintain good grades - must excel academically in high school and college

► Market the student-athlete to 30-40 colleges

► Market the student-athlete to colleges in ALL threeNCAA Divisions (I, II, III) and the NAIA

► Target schools where the athlete has the best chance of competing athletically and academically

► Student-athlete and parents should take a proactive approach

► Make sure you have Game Plan B in place to pay the balance of college costs

Marketing Your Marketing Your Student-AthleteStudent-Athlete

Chuck Moore, CCFC, CAMC, CAFC

502-721-8646 ▪ [email protected]

www.collegeliteracyacademy.com

www.gearuped.com

Marketing Your Student-Athlete Chuck Moore, CCFC, CAMC, CAFC 502-721-8646 ▪ [email protected]...

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