By Russell Page
While most will be singing the old adage of “Rise and Shout” this year after a BYU Cougar touchdown, the athletics department is hoping for more than a shout; it wants the fans to Be Heard.
The athletics department has instituted a new advertising and marketing campaign this year to try to get more fans to the game.
The campaign billboards and other paraphernalia feature photos of a full Lavell Edwards Stadium as the backdrop to headlines that read: “Come, Come Ye Saints,” and “Please Hold on to the Iron Rod until You Have Reached Your Seat.”
Peter Pilling, senior associate athletic director at BYU, said the cougars have seen a gradual decrease in ticket sales over the years and that last year”s winning season has produced the right climate for the new campaign.
Although the department institutes a campaign each year for football, Pilling said this year”s campaign is trying to get more fans in the stadium based on the idea of Be Heard by being at the game.
“People were staying home and watching the games as opposed to actually going to the games,” said Dave Newbold, president and creative director of Richter7 public relations and advertising, the company that approached BYU with the idea for the new campaign.
But whether the campaign works outside of the added bonus of the cougars” winning season is yet to tell. Last season, only 49,000 tickets were sold for the cougars” game against Tulane, but last Thursday”s 42-21 win over Syracuse was a sellout.
Duff Tittle, associate athletic director for BYU athletics, and Pilling both admit the cougars” wins have been a definite help but that the ads are doing what they are supposed to because people are talking about them.
“It”s been the topic of conversation on a lot of sports programs,” Pilling said.
But the ads have not been favorable to all tastes, receiving some complaints. One of the cougars” local radio ads makes innuendos to the use of a “Cougar Patch” for addiction to BYU sports.
“That”s the one that has been the most controversial, “Pilling said. “We were a little concerned about some of the complaints – minor as they were.”
Pilling said the ad spot is no longer running.
“You don”t ever do a marketing advertising campaign where you don”t get people who don”t like it,” Tittle said.
The ads did receive clearance through Fred Skousen, vice president for advancement, and from President Merrill J. Bateman. Tittle said the ads are a parody of the LDS culture.
Some of the other ad lines read as such:
“Games so intoxicating, the drinks don”t have to be.”
“Most are converted after just one meeting.”
“Sometimes the best offense is a good offense.”
In addition to the ads, the athletics department instituted a telemarketing campaign to reach former season ticket holders, alumni and BYU fans to support the ticket sales.
“You remember the games when you are at the games,” Tittle said.
Pilling said the ultimate hope is to get the students to the game because they are the ones who create the atmosphere.
“Our overall goal is to make the game an event,” Pilling said. “We need to get people back in the seats.”
