As usual, you are both being unfair and lack knowledge. YSU is in a financial position where they can only fund items that have demonstrated success, so monies for "experimental" marketing do not exist. It is unfortunate because that is how you achieve growth. However, Strollo cannot afford to try something for the next 4 or 5 years just to drop it for a lack of success. Penguin Club or loge revenue is the bulk of the revenue and this is where payroll dollars need to be spent. It is a catch-22 that many businesses find themselves in. I would like to see a person in the department that has the job of maximizing "existing" opportunities provided by the university/community, the conferences and the NCAA. In short, maximize the free and cheap opportunities. Here is an example in my business:
A car dealer is allowed to use funds for marketing. A GM dealership has corporate-backed matching dollars. For any of you that work in a GM dealership, this is your "spend", matched with your iMR dollars (Cadillac Pinnacle has the same). There is also a program with dollars earmarked for dealership signage and other "brick and mortar" improvements. There is also an NCAA program to promote DI college football. The smart marketer could get the NCAA funds to help cover the initial cost of a sign (to go in Stambaugh, Beeghly, or the tailgate lots), then matching dollars for the dealer would allow for even more revenue share. In short the NCAA and GM would fund the vast majority of the sign and the dealer claims the entire sign as a collegiate donation for tax purposes. I do the same thing for my company, only we do it for software. For example space on one of our websites, or maybe a direct marketing campaign. The key is having someone with enough ability to seek out these programs and get out into the community and "market".
Again this is very experimental, but there should be someone whose job it is to maximize low-cost opportunities within existing marketing venues. This person should live at OSU for the first year and get some real-life experience and then transfer what he has learned to YSU.
