Harvard Case - Brian Gursky: Using Social Media to Build an Athlete Brand in the Name, Image, Likeness (NIL) Era
"Brian Gursky: Using Social Media to Build an Athlete Brand in the Name, Image, Likeness (NIL) Era" Harvard business case study is written by Kimberly A Whitler, Katherine Brown. It deals with the challenges in the field of Marketing. The case study is 9 page(s) long and it was first published on : Jul 16, 2023
At Fern Fort University, we recommend Brian Gursky adopt a comprehensive digital marketing strategy that leverages the power of social media to build a strong athlete brand in the NIL era. This strategy should focus on content marketing, influencer partnerships, strategic brand positioning, and data-driven marketing to maximize his reach, engagement, and monetization potential.
2. Background
Brian Gursky is a talented college football player at the University of California, Berkeley. With the advent of NIL, he has the opportunity to capitalize on his athletic achievements and build a personal brand. However, he faces challenges in navigating the complex world of social media marketing and maximizing his brand's value.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Athletic Talent: Gursky possesses exceptional athletic abilities, which are a strong foundation for his brand.
- Social Media Savvy: He understands the importance of social media and has a strong online presence.
- NIL Opportunity: The NIL era provides him with a unique opportunity to monetize his brand.
Weaknesses:
- Limited Marketing Experience: Gursky lacks experience in developing and executing a comprehensive marketing strategy.
- Competition: The NIL landscape is highly competitive, with many athletes vying for attention and sponsorships.
- Brand Development: Gursky needs to define his brand identity and target audience.
Opportunities:
- Growing NIL Market: The NIL market is rapidly expanding, offering significant opportunities for athletes.
- Social Media Platforms: Platforms like Instagram, TikTok, and Twitter provide powerful tools for building brand awareness.
- Influencer Partnerships: Collaborating with other athletes and influencers can expand Gursky's reach.
Threats:
- Brand Dilution: Overexposure or inconsistent messaging can dilute Gursky's brand value.
- Negative Publicity: Social media can amplify negative events or controversies, impacting his brand image.
- Evolving Regulations: The NIL landscape is still evolving, creating uncertainty and potential regulatory challenges.
Consumer Behavior Analysis:
- Target Audience: Gursky's target audience likely includes sports fans, college students, and potential sponsors.
- Engagement: Content that is engaging, authentic, and relatable will resonate with his target audience.
- Value Proposition: Gursky needs to clearly define the value he offers to his audience, whether it's entertainment, inspiration, or access to his expertise.
Competitive Analysis:
- Direct Competitors: Other athletes in his sport, particularly those with strong social media presence.
- Indirect Competitors: Athletes in other sports, celebrities, and influencers who compete for the same audience.
- Differentiation: Gursky needs to differentiate himself from competitors by highlighting his unique skills, personality, and values.
4. Recommendations
1. Define and Position the Brand:
- Brand Identity: Gursky should develop a clear brand identity that reflects his personality, values, and aspirations. This includes defining his brand name, logo, and tagline.
- Target Audience: He needs to identify his target audience and understand their needs, interests, and preferences. This will inform his content strategy and marketing efforts.
- Value Proposition: Gursky should articulate a clear value proposition that explains what he offers to his audience. This could include entertainment, inspiration, product endorsements, or access to his expertise.
2. Develop a Comprehensive Digital Marketing Strategy:
- Social Media Platforms: Gursky should focus on the social media platforms where his target audience is most active. This includes Instagram, TikTok, Twitter, and potentially YouTube.
- Content Strategy: He should create a content calendar that includes a mix of engaging content, such as training videos, behind-the-scenes glimpses, motivational messages, and Q&A sessions.
- Influencer Partnerships: Gursky should collaborate with other athletes, influencers, and brands that align with his brand values. This can expand his reach and credibility.
- Advertising Campaigns: He can explore targeted advertising campaigns on social media platforms to reach a wider audience.
3. Leverage Technology and Analytics:
- Social Media Analytics: Gursky should track key metrics such as engagement, reach, and website traffic to understand what content resonates with his audience.
- Data-Driven Decision Making: He should use data to inform his content strategy, advertising campaigns, and influencer partnerships.
- CRM System: Implementing a CRM system can help manage his relationships with followers, sponsors, and other stakeholders.
4. Monetize the Brand:
- Sponsorships: Gursky can leverage his social media presence to attract sponsorships from brands that align with his brand values.
- Merchandise: He can create and sell merchandise, such as apparel, accessories, and other branded products.
- Content Licensing: Gursky can license his content to media outlets or other brands.
5. Build a Strong Online Community:
- Engage with Followers: Gursky should actively engage with his followers by responding to comments, hosting Q&A sessions, and creating interactive content.
- Community Building: He can create online groups or forums to foster a sense of community among his fans.
- Customer Relationship Management: Gursky should prioritize building strong relationships with his followers and sponsors, providing excellent customer service.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Gursky's strengths, weaknesses, opportunities, and threats. They also consider the evolving NIL landscape, the importance of social media marketing, and the need to build a strong brand identity and community.
Core Competencies and Consistency with Mission: The recommendations align with Gursky's athletic talent and his desire to build a successful brand in the NIL era.
External Customers and Internal Clients: The recommendations consider Gursky's target audience, potential sponsors, and other stakeholders.
Competitors: The recommendations address the competitive landscape and highlight the need for differentiation.
Attractiveness: The recommendations are designed to maximize Gursky's brand value and monetization potential.
Assumptions: These recommendations assume that Gursky is committed to building a strong brand and that he is willing to invest the time and resources necessary to execute the strategy.
6. Conclusion
By adopting a comprehensive digital marketing strategy that leverages the power of social media, Brian Gursky can build a strong athlete brand and capitalize on the opportunities presented by the NIL era. This strategy should focus on defining his brand identity, creating engaging content, building a strong online community, and leveraging data and analytics to optimize his marketing efforts.
7. Discussion
Alternative Strategies:
- Traditional Marketing: Gursky could focus on traditional marketing channels, such as television and print advertising. However, this approach may be less effective and more expensive than digital marketing.
- Agency Partnership: Gursky could partner with a marketing agency to manage his social media presence and brand development. However, this could be costly and may not provide the same level of control.
Risks and Key Assumptions:
- Brand Dilution: Overexposure or inconsistent messaging can dilute Gursky's brand value.
- Negative Publicity: Social media can amplify negative events or controversies, impacting his brand image.
- Evolving Regulations: The NIL landscape is still evolving, creating uncertainty and potential regulatory challenges.
8. Next Steps
Timeline:
- Month 1: Define brand identity, develop content strategy, and create social media accounts.
- Month 2: Launch social media accounts, start posting content, and engage with followers.
- Month 3: Identify and reach out to potential sponsors and influencers.
- Month 4: Analyze performance data and refine content strategy.
- Month 5: Launch advertising campaigns and explore merchandise opportunities.
- Month 6: Continue building brand awareness, engaging with followers, and expanding reach.
Key Milestones:
- Launch of Social Media Accounts: This marks the official start of Gursky's social media presence.
- First Sponsor Partnership: This demonstrates the value of Gursky's brand and his ability to attract sponsors.
- Launch of Merchandise: This provides a new revenue stream and further strengthens Gursky's brand.
By following these recommendations and taking proactive steps to manage his brand, Brian Gursky can successfully navigate the NIL era and build a thriving athlete brand.
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Case Description
This field-based case introduces students to the challenges of building a professional brand through the lens of a college athlete. Since the National Collegiate Athletic Association's (NCAA's) landmark decision in 2021, college-level student athletes have been able to monetize their name, image, and likeness (NIL). Brian Gursky is finishing his collegiate pitching career at the University of Virginia after playing for four years at the University of Southern California and earning a business degree there. He hopes to play professional baseball, and his backup plan is to work in business. Gursky realizes that he might not have been fully leveraging social media to achieve either of his professional goals. Students investigate Gursky's tweets and assess what they communicate about him to potential scouts, coaches, NIL sponsors, and business recruiters. They learn that as athletes (and students) seek to become more professional, they need to use social media not as a vehicle to communicate with friends but as an advertising and promotion platform to establish their athlete or professional brands. This case is well suited for undergraduate and graduate (e.g., MBA) courses in core marketing, marketing strategy, sports marketing, sports management, advertising, promotion, strategic partnerships/alliances, brand management, or brand strategy. It can also be used in executive education courses to help business leaders identify, analyze, and recommend improvements in leveraging social media to build a professional brand. Finally, athletic departments can use it to introduce collegiate athletes to the rules and protocols for conducting themselves appropriately in today's high-pressure collegiate sport environment.
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