Date

3-2011

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

This paper explores the need for an intercollegiate strategic plan grounded in sport marketing public relations, integrated marketing communication and community relations. By focusing on the Cal Poly Football team, this paper will provide insight into effective community relations tactics and integrated marketing communications strategies for an intercollegiate athletic program. Through expert testimony and research, as well as a thorough examination of the Cal Poly Football program, this paper will outline the essential elements of a strategic athletic plan with a foundation in sport marketing public relations. In order to achieve short and long term goals, particularly the aspiration of advancing to the Division I-A level of competition, Cal Poly Football should implement a comprehensive strategic plan that acknowledges the importance of community relations, integrated marketing communications and sport marketing public relations.