June 21, 2011

The UMass Lowell Department of Marketing and Promotions received two gold medals and two bronze medals for its 2010-11 promotional efforts at the National Association of Collegiate Marketing Administrators (NACMA) 20th Annual Convention at the World Center Marriott Resort.

The Department - spearheaded by Eric Allen, Assistant Director of Athletics for External Affairs, and Scott Donnelly, External Affairs Coordinator - received gold medals in the categories of Single-Day Attendance Promotion and Sponsorship Program, as well as bronze medals in Video Promotion and New Revenue-Generating Idea.

UMass Lowell has compiled 19 medals - seven gold, six silver and six bronze - over the last eight years from NACMA for its marketing and promotional efforts. The 2011 ceremony also marked the seventh time in eight years UMass Lowell was cited in the category of Single-Day Attendance Promotion; and second straight year in the Sponsorship Program category.

"We are thrilled for this recognition by NACMA," said Allen. "It is a credit to all the support in our department, from the administrators to our student workers. We take a lot of pride in the creativity and execution our promotional efforts every year."

UMass Lowell's plaudits in the category of Sponsorship Program were the result of a three-year agreement with the Lowell Cooperative Bank, which signed on for the exclusive naming rights to the Pavilion at the Tsongas Center. The LCB logo is also featured prominently on UMass Lowell's athletics website, www.goriverhawks.com, on print material and on tickets to the exclusive club.

Additionally, each home hockey game features the "Lowell Cooperative Bank Pavilion Seat Upgrade," where four fans are moved from their seats to the leather sofa in the Pavilion where they can enjoy the rest of the game.

UMass Lowell's gold medal in the Single-Day Attendance Promotion category was the result of a viral marketing campaign - which included a series of videos - involving the firing of UMass Lowell's mascot, Rowdy the River Hawk. In the videos, Rowdy had been fired for poor ticket sales, but was promised his job back if he could sell at least 2,000 tickets to UMass Lowell's Jan. 14 game against UMass Amherst.

At the beginning of the promotion, only 2,007 tickets had been sold. But by game-time, attendance had soared to 5,753 - well above the season average of 4,163.

UMass Lowell's bronze medal in Video Promotion was the result of its holiday greeting project in which a video was created depicting box office employees hard at work, fielding calls for tickets as stocking stuffers.

The bronze medal in the New Revenue-Generating Idea category was the product of "The River Hawk Experience," a package targeting local youth hockey teams to play during intermission at home games.

Before taking the ice, each team prepares for their mini-games in a replica UMass Lowell locker room while each player is given his/her own locker complete with a nameplate and bag tag, a pair of thunderstix, rally towel, complimentary chuck-a-puck and autographed team photo.

The campaign resulted in a significant increase in the intermission package to the point where a waiting list spanning into the 2011-12 season was implemented.

Initiated in 2003, the NACMA Awards program honors outstanding achievement in marketing and promotions. Awards are presented in 16 categories, with each category divided into three groups based upon institution size and conference affiliations to promote fairness.

More than 780 entries were received for the 2010-11 year.

Excellence in Marketing and Promotion: UMass Lowell's NACMA Awards History

2002-03
Bronze Medal, Single Day Attendance Promotion (Olympic Sports)

2003-04
Silver Medal, Single Day Attendance Promotion (Olympic Sports)

2004-05
Gold Medal, Promotional T-Shirt Design
Silver Medal, Single Day Attendance Promotion (Olympic Sports)

2006-07
Gold Medal, New Revenue Generating Idea
Silver Medal, Single Day Attendance Promotion (Olympic Sports)

2007-08
Gold Medal, Season Ticket Sales Campaign
Silver Medal, Single Day Attendance Promotion (Olympic Sports)
Silver Medal, Electronic Promotion

2008-09
Gold Medal, Single Day Attendance Promotion (Olympic Sports)
Gold Medal, Promotional T-Shirt Design

2009-10
Silver Medal, New Revenue Generating Idea
Bronze Medal, Promotional T-Shirt Design
Bronze Medal, Student Promotion Bronze Medal, Sponsorship Program

2010-11
Bronze Medal, New Revenue Generating Idea
Gold Medal, Sponsorship Program
Gold Medal, Single Day Attendance Promotion
Bronze Medal, Video Promotion