June 15, 2017
QUEENS, N.Y. – The St. John’s Athletic Department led all NCAA Division I programs with a record five ‘Best of Awards’ from the National Association of Collegiate Marketing Administrators (NACMA), as announced Wednesday at the organization’s annual awards ceremony in Orlando. The Red Storm earned recognition in the categories of Promotional Schedule Poster, Revenue Producing Video, Intro Video, Revenue Generating Idea and Fan Engagement Video.
Since its inception in 2003, the NACMA ‘Best of Awards’ program has recognized achievement in marketing and promotions each year at its annual conference. Awards are presented in 14 categories, with each category divided into three groups based upon school size and conference affiliation. Nearly 1,000 entries were received for the 2016-17 year.
St. John’s collected gold for the sleek design of its 2016-17 men’s basketball schedule poster, a unique 12 by 36 inch layout that proved to be popular with Red Storm fans. The award marked only the second time St. John’s finished in the top spot for any category, as the program’s first NACMA ‘Best of Awards’ gold was received in 2013 in the category of Best Display Ad for the “Times Square Takeover” advertising campaign.
The Red Storm also captured three silver awards in the categories of Revenue Producing Video, Intro Video and Revenue Generating Idea.
St. John’s men’s basketball ticket commercial featuring the distinct voice of Hall of Fame coach Lou Carnesecca garnered a second place finish for Revenue Producing Video. An emotional testimony about the St. John’s hardwood tradition, Carnesecca voiced the passionate piece that celebrated the program’s past and present student-athletes.
For the third-straight season, the men’s basketball intro video received a national award as it garnered silver from NACMA in the ‘Best of Awards’ Intro Video category. The 70-second pregame hype video maintained an element of suspense with a gradual build up to a high energy showcase of the team’s 2016-17 roster with a portion dedicated to celebrating the program’s former legends.
In the Revenue Generating Idea category, St. John’s also placed silver for executing a detailed promotional campaign to honor former St. John’s great Felipe Lopez. Through collaboration with key partners like Coca-Cola, Under Armour and the campus bookstore, Carnesecca Arena attracted a sold-out crowd on Jan. 16 when the program’s fourth all-time leading scorer was honored. Every fan in attendance received a commemorative bobblehead courtesy of Coca Cola that depicted Lopez replicating his famed Sports Illustrated cover shot from 1994 Additionally, Under Armour produced the first-ever long sleeve retro shooting shirt with the No. 13, which was worn by St. John’s coaches and players to honor Lopez who scored 1,927 points during his Red Storm career from 1994-1998. The t-shirts were available to fans leading up to the game in the University bookstore. In order to drive ticket sales, a specific digital advertising campaign was executed for the game with emphasis placed on re-target ads and strategic social boosts.
St. John’s fifth award was a bronze in the Fan Engagement Video category after unveiling the “bandwagon cam” at Madison Square Garden for the Red Storm’s contest with top-ranked Villanova on Jan. 14. At the expense of Wildcat fans in attendance, live shots with crafty tag lines for supporters of then-defending national champions drew loud laughs and engagement from the 17,309 fans at “The World’s Most Famous Arena.”
Over the last five years, St. John’s has collected more than 10 NACMA “Best of Awards. This year’s five awards set the Red Storm’s single-year record, eclipsing last year’s three awards that were received in the categories of Re-Targeted Marketing Online Sales Piece, Season Ticket Sales Campaign and Video Board Segment.