Either You Get It or You Don’t

As quoted in a front page article in the October 16, 2008 issue of The University Star, it took two years for a “quick fix” to develop a new logo featuring Old Main.  Astoundingly, it took another year to adopt the current logo that was derived from an existing logo, for a total of three years after the University adopted the name change to Texas State University.

I ask you to think about the significance of this.  Do you think any business would take three years to develop a logo? Especially a logo that was generated from one already in existence?  Is this reasonable?  It’s not reasonable to me, but apparently it is to the folks in charge of marketing at TXST.  It remains inconceivable to me that in three years TXST could not incorporate the shape of the State of Texas into their logo when the name of the University is Texas State University.  I guess they would have had to hire an out-of-state consultant for several hundred thousand dollars to figure that out.  Maybe a think tank?

Several years ago in a letter to TXST, I suggested the use of a variation of the wildly successful “Don’t Mess with Texas” slogan which was “Don’t Mess with Texas State.”  I was told in essence that TXST did not wish to align itself with a refuse campaign.  I was shocked that someone would draw that conclusion.  A while later, I had an opportunity to have a discussion with a senior-level member of UT’s marketing department and I mentioned this idea.  Oddly enough, UT saw the merit in this idea have have adopted this slogan.  Cleary THEY don’t think it invokes thoughts of a refuse campaign and frankly, neither does anybody else outside of TXST’s microcosm.  This is yet another in a long, long list of examples that TXST’s key decision makers do not know how to market the University.

An excerpt from the Austin American Statesman’s October 25, 2008 issue states “While the Bobcats’ playoff prospects remain, [TXST’s Head Football Coach Brad] Wright cautioned against looking ahead, saying it would be symptomatic of “20 years of mediocrity,” in which whatever gains Texas State has made have been foiled by complacency and letdowns.”

The Coach can see that problems exist.  The biggest problem is that nobody else seems to care enough to speak up.  Until enough people care, the status quo will remain.  I’ll make a prediction.  For many reasons, TXST will never successfully make the move to FBS.

Here is a list of my own thoughts as well as thoughts conveyed to me by others depicting serious shortcomings at TXST.

• Not adopting best practices that other universities employ that are proven to be successful.
• Not recruiting leadership qualified to advance athletic programs beyond their present status.
• Not recognizing the importance of athletic programs in attracting top quality educators, athletes, students, and in portraying an image of excellence.
• Not having a results-based system of accountability.
• Having numerous athletic programs and not supporting them in the manner other successful universities do.
• Not having a real student orientation to make a strong connection to TXST, instill pride, identify TXST student obligations, and allow students to bond and form friendships in a new environment.
• The students actually having to demand TXST move to FBS.
• Very limited detailed information regarding TXST iniatives is made available to the public.
• Not advertising outside of the San Marcos area.
• Not having a real media presence.
• Not using the shape of the State of Texas in marketing efforts.
• Removing the TXST name from the football uniforms.
• Not having radio station broadcasts of athletic events outside of the San Marcos area.
• Not capitalizing on the Strutters, the only university-level drill team, to market TXST.
• Not having all TXST organization uniforms portray a western-themed style to depict Texas State.
• Not having TXST-licensed promotional items available in major metropolitan areas.
• Not hiring a professional marketing agency.
• Buying attendence instead of using funds to promote TXST.
• Renaming the Texas State Athletic Foundation to the Bobcat Club.

From the list above, there is a very clear message conveyed by TXST’s administrators.  It is a message that I have received loud and clear.  I get it.  The Coach gets it.  But when it comes to those in charge of marketing TXST, they just don’t get it.

Either you get it or you don’t.