Strategic marketing communications for the National Association of Intercollegiate Athletics (NAIA) Eligibility Center

The KU Edwards Campus marketing communications graduate students collaborated with the National Association of Intercollegiate Athletics (NAIA) to develop a strategic plan for the new Eligibility Center (EC). The EC is the student-athlete registration and eligibility Web site for NAIA member athletics. The site officially launched in April 2010 and is effective for the 2011-2012 playing season.Research, objectives and goals for the marketing communications plan were targeted toward high school staff and potential student athletes and parents. These groups have been, for the most part, untapped by the NAIA.Secondary research revealed which factors play a key role in the college decision-making process and the influencers of that decision. Primary research then specifically addressed perspectives from high school coaches, athletic directors and counselors regarding the college athletic recruitment and registration process. NAIA strengths and weakness were also questioned. These insights were gathered through online surveys and in-depth interviews.The proposed marketing communications plan is based on two goals: (1) Establish awareness of the NAIA EC (www.playNAIA.com). (2) Highlight the NAIA brand via the EC Web site. These goals were set within the EC's allocated marketing budget of The marketing communications recommendations for the NAIA's EC high school launch intend to initiate ongoing and valuable communications between the NAIA and high school audiences, heighten NAIA brand awareness and ultimately drive registration.