1. case study NCAA
Local Marketing Management
NCAA
The NCAA needed an efficient way to provide marketing support
to help championship host institutions and conferences generate
awareness and promote ticket sales for 88 different NCAA
championships. Using Saepio’s platform technology, host sites can
quickly construct and customize event-specific marketing materials
that adhere to NCAA brand guidelines, while saving time and money.
Background time approving these one-offs via email.
Founded in 1906, the National Collegiate Athletic Association In addition, the NCAA found it difficult to manage reimbursements
(NCAA) oversees intercollegiate athletics in the United States. for marketing funds it allocated to each host. Once the host
This includes providing marketing support for institutions and submitted a reimbursement form with receipts, the NCAA issued
conferences hosting annual championships in a range of sports. the funds. However, the methods used to keep track of forms,
receipts, and payments were not efficient.
Challenge
Solution
The NCAA Championships Marketing team helps host institutions
generate awareness and promote ticket sales for NCAA To streamline interactions with host institutions and ensure brand
championships. Previously, the team shipped marketing materials consistency and compliance, the NCAA launched the NCAA
to each host location. Many times, these items were not used or championships promotions website powered by Saepio. This
didn’t reach the hosts in a timely manner, leading to little return on marketing hub enables hosts to retrieve materials – including Web
investment. Some hosts are named a few days before competition, banners, print ads, radio spots, email blasts, billboards, and more – and
leading to a tight turnaround to supply them with meaningful quickly construct and customize event-specific content that adheres
materials. to NCAA brand guidelines. Because each marketing template contains
a recipe for how to dynamically assemble saved marketing objects
To complicate matters, some hosts develop their own materials. The
– such as images, text blocks, and logos – into finished marketing
NCAA needed to ensure that the NCAA brand was upheld as these
materials, the host can easily create needed materials.
host sites applied the NCAA logo and other branded elements to their
materials. The NCAA Championships Marketing team spent significant

2. Results
Once logged in to the site, hosts see all materials available to them
based on their funding level. If they customize assets with their own
artwork, text, or logos, the NCAA Championships Marketing team is
notified via email and logs in to review the materials. Once approved,
the host downloads the file format of its choice: .FLV, EPS, JPEG, TIFF, or
PDF. Once an institution finds out it’s hosting a championship round,
it’s consumed by many operational tasks, such as getting its field or
court ready. With Saepio solution, the marketing aspect is a lot easier.
Because all materials are online, the NCAA no longer allocates
resources to printing and sending materials. Plus, it can easily track
usage. Before implementing Saepio, the NCAA didn’t know if schools
were using the materials. Now it can decide whether or not to
discontinue items based on statistical data. For example, the NCAA
previously offered both radio and TV ads. But once it saw that TV spots
were not being used, it stopped providing them for selected hosts. This
insight, enables the NCAA to move insightfully, allocate budgets and
better serve the hosts.
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