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The Volleyball Brand: What makes it unique? Kathy DeBoer, AVCA Executive Director Spring Conference May 8, 2009 Why does it matter? 1. #1 principle of marketing – what sets you apart? 2. “Unique” as a four-letter word NCAA Brand Strategies managers Attracting Spectators “Ask”

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the volleyball brand what makes it unique

The Volleyball Brand:What makes it unique?

Kathy DeBoer, AVCA Executive Director

Spring Conference

May 8, 2009

why does it matter
Why does it matter?

1. #1 principle of marketing – what sets you apart?

2. “Unique” as a four-letter word

  • NCAA Brand Strategies managers
attracting spectators
Attracting Spectators
  • “Ask”
  • What Works?
  • “Insiders”
    • Advantage – Passion for Sport
    • -Disadvantage – No Objectivity
the sport
The Sport
  • Non-Contact Team Sport
    • As opposed to basketball,

ice/field hockey, lacrosse,

soccer, softball/baseball

volleyball in united states
Volleyball in United States
  • 402,768 High School Girls
  • 15,009 Varsity Programs
volleyball in united states7
Volleyball in United States

150,00 of 200,000 registered participants in USAV are junior girls. Growth of 100,000 in last 12 years.

volleyball in the united states
Volleyball in the United States
  • 1007 NCAA Women’s College Programs
    • 313 in Div. I (96%)
    • 276 in Div. II (93%)
    • 418 in Div. III (95%)
  • 257 NAIA Women’s College Programs
  • 380 Two-year Women’s College Programs
volleyball in the united states9
Volleyball in the United States
  • 46,780 High School Boys
  • 2006 Varsity Programs
volleyball in united states10
Volleyball in United States

Junior boys registered in USAV.

volleyball in the united states11
Volleyball in the United States
  • 84 NCAA Men’s College Varsity Programs
    • 21 in Div. I
    • 16 in Div. II
    • 52 in Div. III (95%)
  • 17 NAIA Men’s College Programs
  • 400 Men’s Club Programs
  • 250 US Men play professionally overseas
mostly a women s sport in the united states
Mostly a women’s sportin the United States
  • Good News
    • Women’s game not a weak imitation
    • Creates opportunities in the women’s product market niche
  • Bad News
    • ½ the participants & the quiet ones
    • Sports Marketing to date about reaching male demographic
technologically connected
Technologically Connected
  • Webcasting
  • Chat Rooms/Blogs
  • Social Networking
    • Face Book
    • Twitter
ad