Getting the BB’s Back in the Box

Why do I write these articles?  I write this column because I love TXST too much to not try to make a difference.  Why do I write them with such an edge?  It is to break through the hardened apathy and status quo and get people to think about the issues.  What you probably don’t know is that I’ve tried other means only to receive a “thank you, now we’ll ignore you” response and watch years pass while nothing changes.

The defining moment came when one of my daughters, a TXST summa cum laude graduate, came to me and said, “Dad, I love my school, but I’m not proud of my school.” I put a lot of thought into her words.  This statement had a profound affect on the way I viewed TXST.  I started to more actively look into the many different facets of the university.

I interviewed several students on campus and they all generally felt no connection to the school and weren’t inspired by TXST athletic programs.  One student felt TXST has an inferiority complex, another student felt TXSU had a bad image, and yet another said they really didn’t care.

I have been to many athletic functions and it really bothered me that the hard work of all involved (athletes, coaches, band, Strutters. etc.) were rewarded by minimal attendance.  I continually saw the same things being done, or not being done, and the same mediocre effort being put into things.  I’m reminded of the old maxim, “If you always do what you’ve always done, you’ll always get what you’ve always got.”

The other day, as I was headed to a TXST football game a neighbor was headed to the UT fooball game dressed all in orange and white.  I know both he and his wife graduated from SWT.  I asked him why he supports UT instead of his alma mater and he said, “Because it hurts too much.”  While I’ve heard many views about TXST, I found this this to be so powerful because it conveys the raw emotion attached to his view of TXST.

It is unfortunate that the vast majority of people can see when and where problems exist, but they won’t step up to try and make a difference.  I write these columns because it doesn’t appear to me that TXST’s administration meets the student’s expectations with equal zeal.  Yes, people now seem to care and they seem to be trying.  While this is truly fantastic, I only care about TXST’s students achieving the respect they so richly deserve.  It is important to remember that the only reason TXST is finally making an effort to move to FBS is that the students demanded it.

There’s a perception that TXST is a second-rate institution.  If you don’t believe this perception of TXST exists, you have your head in the sand.  While I know unequivocally that TXST offers a first-rate education, this image is something that can no longer be ignored.  Everyone knows that perception is reality and until this perception is addressed, TXST will continue to be viewed as a second-rate institution.

While some people may not like hearing negative things about TXST’s reputation, the fact remains that like all reputations, it was earned.  To be clear, this reputation was not earned by the students.  This situation can be overcome, but in order to accomplish this TXST must be at the very least equal to or better than their competition and the way to do it is through marketing.

TXST has two logos, a Bobcat and a star.  The Bobcat logo alone could be any kind of cat (think tiger, cougar, panther, wildcat, etc.) and the star has lines which depict movement.  The latest campain introduces yet another logo, a shield.  The point is that none of these logos mean anything to anyone who doesn’t already know what they are, nor are they interrelated.  Neither carry any intrinsic meaning as relating to Texas State University.  Contrast this with the Longhorn logo.  Is there anyone who doesn’t know where Longhorns come from?  Additionally, the Bobcats literature is good, but there is very little mention of Texas State University in any of it.  Again, you have to know that the Bobcats represent TXST athletics to derive any meaning.  For those of you who think I’m comparing TXST’s efforts to those of the Longhorns, here is a little hint.  I am.  I’ve said this before and I’ll say it again, COPY SUCCESS!

TXST must make every effort to gain name recognition.  Counter to this concept, Texas State no longer has their name on their football uniforms.  Do you think a professional marketing firm would recommend this?

The best illustration I’ve found yet of what needs to occur at TXST I came across while reading the University of Texas Football Vault, The Story of the Texas Longhorns by Steve Richardson.  Here is an excerpt from the Forward by Mack Brown, Head Football Coach:

“This project reminds me of one of the first conversations I had with Coach Royal when Sally and I were considering coming to The University of Texas.  I asked him why, in his opinion, things hadn’t worked so well for Texas football over many of the years since he quit coaching in 1976.”  He told me, “The University of Texas football program is like a bunch of BBs that got spilled and rolled all over the floor.  The alumni, the students, the faculty, and the football program have gotten scattered in a lot of different directions.  Your job is to get all of the factions pulling together.  You need to get all of the BBs back in the box.”

I know TXST is not UT and they don’t have the financial resources UT does, yet this excerpt illustrates that funding is not the source of TXST’s image problem.  It also shows that universities at all levels have experienced similar problems and that they can be overcome.  This is what I mean by a coordinated effort.

With that said, what graphical representation would be instantly recognized by the masses as a logo to depict Texas State University?  How about a snowmobile?  What about a spaceship?  Wait, I know… What about the shape of the State of Texas?  After all, Texas State is the name of the university.

I’m sure you can come up with others that depict Texas, such as an armadillo, a cowboy, or boots with spurs, but what other simple graphical representation can better say Texas State?  Why do other schools use the shape of the State of Texas to create name recognition yet it is not their name?  You don’t see the shape of Texas and think University of Hawaii, do you?  Most people in other countries (heck, even the good old US of A) cannot define the shape of the State of Iowa, but they unequivocally know the shape of Texas.  While you may not like this idea, how can you honestly argue with immediate global recognition? We need to hang our hat on a marketing symbol that everyone already knows and reveres.  This will also boost sales of promotional items.

What do you think of when you think of Texas?  I think of bigger, better, strength and Texas pride.  It is exactly this type of recognition TXST must achieve to advance its reputation and standing.

You may think I’m a pessimist, but I’m actually an optimist.  With the present marketing concepts, TXST’s students may someday get the recognition and respect that is so richly deserved, but should that day be a long way off?  It can happen a lot sooner than you think with the right people in place.  How?  Hire a professional marketing firm.  They will know how to get the BBs back in the box.

Finally, I would like to acknowledge Mr. Steve Thompson of Dallas, Texas for writing his Texas State University – San Marcos Athletic Manifesto and his related petition drive.  You can review Steve’s manifesto at the following website: http://www.petitiononline.com/78666TSU/petition.html

David Eyre

loyal2youtsu@yahoo.com