Grappling with Growth: The Innovative Use of Traditional and New Media Marketing to Enhance Interactions with Consumers

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Coyte G. Cooper University of North Carolina, Chapel Hill

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Upon being hired as an assistant wrestling coach at a National Collegiate Athletic Association (NCAA) Division I program, you have learned that your head coach has given you the task of spearheading the marketing efforts for the upcoming season. With little knowledge in this area, you have decided to apply to the National Wrestling Coaches Association (NWCA) Leadership Academy in August at their annual convention. After being accepted, you have learned that a primary emphasis of the academy is providing coaches with the skill sets necessary to be the CEO of their program. As you attend the different sessions at the academy, there are a variety of different traditional and new media marketing initiatives that are presented as potential strategies to grow programs at the local level. With a goal of increasing attendance and social media followers, you are now presented with the challenge of developing a plan to better market the program moving forward.

Cooper is an assistant professor of sport administration, University of North Carolina at Chapel Hill, Chapel Hill, NC.

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