In an attempt to widen the footprint and visibility of its sports brand, Boston College is launching a marketing campaign titled "Boston’s College -- in America’s best sports town.” The campaign, created in house by the school's athletic department, is geared toward promoting a fan-friendly, affordable atmosphere at all BC games, according to BC Senior Associate AD/External Affairs JM Caparro. The Boston market is dominated by pro sports, including the historic run of the Patriots, so BC is looking to stand out in a unique way. “The way that we think about ourselves is we think we’re the fifth professional franchise in Boston,” Caparro said. “We come at a fraction of the price. The key to that is we just got to communicate it better.” The goal of the campaign is to attract new fans that come to BC sporting events throughout the year. Caparro noted the school previously “kept going out with the same message to the same people.” He said, "We weren’t really expanding our reach at all.” Caparro noted costs will be minimal, as the school plans to use assets it already owns. The campaign includes several different aspects, including a large digital and social push, local TV ads and the use of a duck boat tour on game days. BC outsources its multimedia rights to Fenway Sports Group, and Caparro said the company will be instrumental in promoting the campaign’s message. Also included is a “Street Team” consisting of 15–20 people that will go into Boston and hand out merchandise to promote the BC brand. The campaign will utilize the #WhereAreTheyWednesday tag on social media and share with fans where the Street Team will be on Wednesdays. BC also will look to partner with local pro sports teams in and around Boston to promote the campaign.
