BFM Retro Rewind: Getting the BB’s Back in the Box
November 28, 2009
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
So, are you saying that the problems with school pride have something to do with the University’s marketing effort? Is that why your daughter says that she’s ‘not proud’ of the university? How, exactly, am I supposed to compare the UT “Longhorn” logo against anything from Texas State…or practically any other team in the entire sports world. UT has used that logo since the 1950′s with very little variation. They are one of the top 3 winningest programs in the history of college football with a gaudy all-time winning percentage. That’s why people know it. We’ve had the supercat since 2002. We have an athletic program that has only really developed since the 1980′s and hasn’t performed particularly well until recently. We’re a former teachers college that has only held the name ‘University’ since 1969. We just changed the name to something most people associate with a fictional school in a movie. We play football in one of the NCAA ‘junior leagues’ and you’re concerned about marketing against, or compared to, UT? The ‘Public Ivy’ of Texas? It’s absurd.
Your article is disjointed and doesn’t make a clear argument for anything and certainly doesn’t offer any potential solutions for any problems. The issues are not clearly defined and you never make a compelling argument for why someone who is associated with Texas State is somehow embarrassed to be so.
Well Rich is a jerk and clearly has nothing to add. And this article is nothing more than a pity party. This article exemplifies the penis envy that is prevalant amongst those that want us to be another UT. And to come on here and state that your daughter is “not proud.” Why? Because we don’t have the caliber of athlete and pillar of morality like say a Ricky Williams? Last I checked he has 4 children by 4 different women.
I agree that the problem isn’t marketing. The problem is comparing us to UT. We will never be UT or even close to as popular or recognizable as UT. They play in the Big 12 and have years of winning history in many sports. They are one of the top 5 most popular schools in the country. Even A&M plays second fiddle to the Horns.
The Supercat is a fantastic logo. You want to add the state of Texas to the logo? How had that helped SFA? Or for another school/state, Indiana St? I’m sure they both are well known across the country.
Texas State has made huge strides in recognition and athletic potential in the last 5 years or so.
We do need to get rid of the lame “Rising Star of Texas” campaign though.
(Originally posted on November 24th, 2009 8:10 am)
Hi David
You speak the truth. The University has done the same thing, the same way for years. I’m a member of the Alumni membership committee and we see all that you have said.I promise it will change
Regards,
Sherwood
(Originally posted on November 26th, 2009 10:01 am)
I agree indefinitely. Marketing. We need to get our name out there. Too much time and money is being added to expand the Athletics field when we should be thinking more about filling those empty seats with students. That money would be better off used adding to the library or building a new one. We definitely need that. We have the talent, we have the traditions, we have great students. What we need a more unified approach. Using the state of Texas as our logo is an excellent choice. I’m not saying we should do away with the Star or the Bobcat, but just amplify the state of Texas; make it our main focus. More publicity wouldnt hurt either. Lets reach out to San Marcos youth. Get the kids involved. Have a camp or something. Involving the community would motivate others to join in. We also need a better approach to reach out to our Alumni. The University of Texas has named their alumni association, the Texas Exes, which is beyond genius. We need something catchy like that. I am very disappointed in our Alumni Association. I have seen minimal or no efforts on their part to better the connection. They were in charge of Tailgating this semester, right? -well, what good was that? They are also in charge of the Ring Ceremony… OK, another opportunity wasted. I think what would really help is if we created family oriented events in which older Alumni can bring their family to. Work in conjunction with the City of San Marcos to get them good deals during these events. So much can be done.
Lets get Texas State back on the map!
David,
You hit the nail on the head. I agree completely.
The marketing effort or lack of dollars the university is putting into in the athletic program makes me question their intentions on moving forward.
The money going in is coming from the students and Jerry Fields. Why is the university not putting their own money where their mouth is. Prove to me you are genuienly serious about making Texas State what is so obviously could be – A POWERHOUSE – and I will follow.
I grant you it won’t happen overnight but it will never happen if the university isn’t willing to step up and throw their dollars at it. I praise the students and Jerry Fields for their efforts but you are not going to see many more millionaires step in until they can see Texas State Administration’s heart is in this.
This university is a gold mine waiting to be tapped and if the current powers that be don’t want to drive in head first to get the job done then it’s time for them to go.
Everything else is an excuse.
The Bobcat logo is a home run. Incorporating the State of Texas somewhere would be a smart idea but for the mean time can we have the school’s name put back on the football jerseys? I mean c’mon man.
The president of the university needs to prioritize and decide what will give the university PR on a daily basis. If she doesn’t understand that and is not willing to hire someone who does, no one can help her.
When I see the school is serious about this move and start to open their own wallets (and not to build themselves suites) I will gladly join the team with my wallet.
People follow good leadership, great visions, and solid action. So far the students of Texas State are the only ones leading the way.
Dave,
How refreshing it is to see that there are still people in this world with the temerity to state their opinions and not hide behind the veil of anonymity. Clearly Rich and Chuck have both missed the entire point of your article. They seem to have focused on two main issues, (1) your daughter is “not proud” of the university, and (2) that you are comparing Texas State to UT. I gathered from your article that your daughter not being proud of the university was the wake up call which led you to take a closer at why that was. You focus on the university having a perception issue and effective marketing being the way to solve that issue. I also did not feel that you were comparing Texas State to UT because frankly there is no contest if this were the case. It seems to me you feel you simply want Texas State to be the best it can possibly be and the way to do that is by copying the successful efforts of others, UT in this case.
I applaud you for your efforts to advance Texas State athletics. We just need more people like you willing to champion the cause.
Go Bobcats!
John